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## Strong Plan 

In 2013, we made significant strides on our stated three-pronged strategy to return North American retail to sustainable long-term profitable growth. 

Recent research validated that our core interactive, experiential retail concept was just as relevant as when the company started and as highlighted in the previous section the Build-A-Bear brand is strong. We identified the key aspects of our business that needed to be fixed in order to return to profitability with three areas of focus: optimizing our real estate, resetting the consumer value equation and rationalizing our expenses. 

## our three- pronged strategy 

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1. Optimize Real Estate 

2. Reset Consumer Value Equation 

3. Rationalize Expenses 

New leadership in the CEO role was brought in to improve results and to develop an expanded strategic business model to drive future growth. As we move forward, we will evolve our current strategies to deliver our broader objectives employing a consumer- centric, brand-focused, data-informed business approach. 

