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The way to Write an On-line Enterprise Plan


You’ve dedicated to turning your ecommerce or on-line enterprise thought into one thing actual. You need what you are promoting to supply income and alter the course of your life, however what’s your first step in realizing your dream? Growing a plan. For those who’re undecided about easy methods to write a web-based marketing strategy, you’ve come to the suitable place.

One of the important duties concerned in beginning any sort of enterprise is to jot down a marketing strategy. A web based marketing strategy received’t look that totally different from a standard marketing strategy and can embrace lots of the similar components.

On this submit, we’ll present you easy methods to write a web-based marketing strategy, together with all of the elements and sections. We’ll additionally stroll by means of how WooCommerce might help you set your plan to motion and obtain what you are promoting objectives.

Why write a marketing strategy? 

Beginning your personal enterprise is a good expertise and one thing that may form your life, fill you with self-confidence and independence, and encourage different folks round you. A brand new enterprise can be a critical endeavor that may take time, cash, sweat, plenty of selections, and a level of threat.

A conventional marketing strategy template helps you doc and hold monitor of what you are promoting objectives, challenges, alternatives, and all of the steps and processes concerned with making your thought work. It is going to provide help to conduct thorough market analysis and set you up for fulfillment.

woman working on a laptop at a table

It particulars all of the issues you have to to do in an effort to efficiently launch and develop what you are promoting, and should embrace income projections, timelines for particular objectives, idea artwork for merchandise, and architectural drawings for any brick and mortar features of what you are promoting. 

Enterprise plans assist create a construction in your firm’s improvement and hold you grounded in actuality, targeted, and never distracted by much less necessary issues. 

You probably have multiple particular person serving to run the enterprise, the marketing strategy additionally retains everybody unified across the similar set of objectives and goals. 

One more reason to jot down a marketing strategy is for conditions the place you might be presenting your thought to another person and asking them to take a position. In that situation, your marketing strategy can be a kind of gross sales doc. It makes the argument for why what you are promoting thought is so good and well-considered that an investor ought to need to be part of it. 

However even in case you’re self-funding your complete enterprise — which is extra frequent with on-line companies — you continue to need to write the plan for the explanations given earlier.

The advantages of working a web-based enterprise

Proudly owning a web-based enterprise or ecommerce retailer presents lots of the similar nice advantages as some other enterprise, however with out as a lot threat. For those who’re pondering of beginning a enterprise, right here’s why a web-based one is a good possibility:

It has low startup prices

And not using a storefront, you eradicate so many prices of working a enterprise. With all of the payments that include having property — like lease, parking, furnishings and decor, and so on. — there’s a a lot larger funding required to begin a brick-and-mortar-based enterprise. On-line companies nonetheless have startup prices, however they’re much decrease. 

It provides you freedom over your schedule

With a web-based enterprise, you could have extra freedom to set your personal hours, since you don’t at all times must be open through the regular occasions. You possibly can construct what you are promoting to swimsuit the approach to life you need. Rearrange your time to get issues finished within the quickest doable means and take day without work if you want it. 

You can begin small

After you have a location, it’s yours, and it’s a must to make it work. With a web-based enterprise, you can begin very small, providing only a few merchandise and even only a single service. You possibly can extra simply take a look at the waters with out making large commitments with stock, and different bodily investments.

You possibly can extra simply pivot

In case your on-line or ecommerce enterprise doesn’t do in addition to you anticipated, it’s simpler to pivot and adapt to one thing new since you haven’t dedicated a lot to creating your authentic thought work. There are many enterprise success tales the place the enterprise proprietor adjusted their thought after gaining some expertise, after which it took off. It’s lots simpler to do this if you aren’t tied to a bodily location.

However, there’s one factor on-line companies have in frequent with each different kind of enterprise: You want a strong marketing strategy to assist information your thought from idea to a profitable actuality that makes cash and fulfills your desires and objectives. 

So, let’s get into enterprise planning. 

two people working at a whiteboard

How do I write my very own on-line marketing strategy?

Most formal enterprise plans and marketing strategy templates embrace seven sections, plus an govt abstract. You’ll want to remember who you’re writing your marketing strategy for. If you’re taking this to potential buyers or will probably be in search of a enterprise mortgage, your marketing strategy must promote the concept of what you are promoting as an important funding alternative and talk the abilities, experience, and dedication you personally deliver to the desk. 

Listed here are the important thing sections of a standard marketing strategy format:

  1. Govt abstract
  2. Firm description
  3. Market evaluation
  4. Group and administration
  5. Service and product line
  6. Advertising and gross sales
  7. Monetary projections
  8. Funding request (if working with buyers or companions)

Right here’s a quick have a look at every step of making a web-based marketing strategy:

Draft an govt abstract

Within the govt abstract, the primary part of just about each marketing strategy template, you’ll current your imaginative and prescient and deal with constructing pleasure. If the marketing strategy is a gross sales doc, the chief abstract is the lead. It will get the reader engaged and excited to listen to extra. 

Your govt abstract ought to obtain two objectives:

  1. Ship the essential info about what you are promoting
  2. Inspire the reader to maintain going and get them enthusiastic about your thought

What info do you have to embrace? No matter helps the reader perceive what you are promoting thought. Describe the business and area of interest. Point out the goal market. Briefly state the wants or issues your services and products will probably be fixing. Contact on the potential for progress when it comes to income and clients. 

For motivation, describe your mission assertion and firm values. What is going to set you other than the competitors? What’s your worth proposition? What makes you totally different? Once more — hold this temporary. You’ll elaborate later. 

It could be a superb transfer to jot down all the opposite sections first, then end with the chief abstract so will probably be probably the most concise and finest model of the way you describe what you are promoting.

team of women working around a table

Write an organization description

Right here, you’ll give a quick overview of your organization. What are your strengths, abilities, and areas of experience that may place you for fulfillment? You probably have a compelling story behind why you’re beginning what you are promoting, you’ll be able to embrace that too.

Conduct a SWOT evaluation 

For those who’re undecided the place to begin, think about doing a SWOT evaluation, which is a diagram outlining your strengths, weaknesses, alternatives, and threats. 

It’s a typical a part of many enterprise plans and can assist paint a sensible image of what what you are promoting can obtain, and what stands in the best way. You received’t embrace all of this within the firm description, however your strengths and alternatives might match right here. 

Create a mission and imaginative and prescient assertion

The corporate description can be the place to create a mission assertion and a imaginative and prescient assertion. What’s the distinction between these? 

The imaginative and prescient is the place you’re going, the mission is the way you’ll get there. A imaginative and prescient assertion paints an image of a future actuality in your clients and maybe the world at giant, because of your organization’s affect. A mission assertion expresses how you’ll obtain that.

The corporate description can elaborate in your imaginative and prescient and mission past only a single sentence, and later you’ll be able to fine-tune what you write right into a succinct pair of statements. Feeling some author’s block? See firm description templates by business for some inspiration.

Embrace any distinctive attributes

If your organization will contain explicit attributes similar to manufacturing, provide chains, dropshipping, associates, teaching or advising, on-line programs, or different related particulars, embrace that in your organization description, too. 

State what you are promoting location, business, area of interest, and different particulars

Additionally, state the placement of what you are promoting, although it’s on-line. Identify your business and area of interest goal market once more, and describe the character of your organization. For instance, is it an ecommerce enterprise, a consulting agency, supply service, wholesale, or ad-based web site? These are simply a few of many sorts of on-line enterprise constructions. 

You may additionally need to embrace whether or not what you are promoting is in any particular class of enterprise that may place it for particular mortgage or grant alternatives like women-owned companies or veteran-owned companies.

After studying your description, readers ought to have a superb understanding of what what you are promoting is about, why it exists, and the way it works. Right here’s an in depth have a look at firm descriptions, with an instance.

Carry out a market evaluation

A market evaluation makes use of business analysis to evaluate the scope of what you are promoting’s goal market and describe the present competitors in your business. It will possibly provide help to estimate the potential for fulfillment and put together for the challenges chances are you’ll face if you launch your on-line enterprise or ecommerce store.

Doing this analysis, and together with it your marketing strategy, may provide help to:

  • Determine business developments
  • Pinpoint alternatives 
  • Diminish dangers and cut back prices
  • Generate new concepts for services and products
  • Be taught from the failures and shortcomings of your opponents
  • Discover methods to face out out of your opponents
  • Uncover new markets
  • Refine your advertising and marketing concepts

Now let’s dig into the weather concerned in a radical market evaluation.

Perceive your viewers

Right here, you’ll clarify intimately who your goal clients are and why they need or want what you’ll be promoting. What issues or wants does your product remedy? What is going to encourage folks to purchase from you? And why can’t they get it some place else simply as simply? An ecommerce enterprise competes in opposition to different ecommerce companies in addition to brick-and-mortar shops and procuring malls. Why would somebody select you?

Share your key buyer demographics, psychographics, and pursuits. Who will you be serving? What drives them? 

What are their values? In case your product, service, or private model will attraction to a buyer section that additionally shares explicit values, that’s a energy, not a weak point, and you should utilize that to win them over. 

Carry out buyer segmentation

Break down totally different classes of goal clients what you are promoting plans to serve. One class may very well be age. One other could be life conditions similar to retirees, dad and mom, divorcees, or dwelling with older family members. You may create a section of individuals with explicit well being circumstances, or who dwell sure existence. 

woman hiking with a backpack

However you can even get far more particular than that. Runners are totally different from hikers, who’re totally different from bikers, yoga fans, and fitness center fans. Completely different dietary supplements, philosophies about meals, motivations for consuming numerous meals — all of those current close to infinite prospects for extra narrowly defining your buyer segments, all beneath the broad class of ‘well being.’ And also you would possibly serve a number of segments. 

The extra buyer segments you understand, the extra successfully you’ll be able to market to them. In a web-based retailer, good product descriptions name out the assorted buyer segments that product is designed for.

Additionally, give a way of the potential dimension of your goal market. How many individuals want what you’re promoting? Present how this market is giant sufficient to justify what you are promoting and drive income. You would possibly do that by finding out income reviews from different corporations in your business. Or have a look at particular merchandise associated to yours and analysis their gross sales and income efficiency. 

You may additionally carry out a survey of some form, or a web-based quiz, and use that to precise the wants your potential clients have that aren’t at present being met.

Carry out a aggressive evaluation

Research your competitors. What are they doing properly? What areas are they underserving? The place are they underperforming? Make observe of what different corporations in your business are fighting or failing at with the intention to ship one thing extra priceless and achieve a aggressive benefit.

It may very well be product high quality, customer support, or choice. Perhaps their ecommerce retailer is badly designed and laborious to make use of. Maybe there’s an enormous business serving the lots, however clients who’ve extra explicit tastes or wants aren’t being well-served by the massive corporations. These clients would possibly spend extra on one thing that delivers what they really need. 

Perhaps your key competitors has been rocked by scandal. Perhaps an organization went out of enterprise, was offered, or closed down attributable to retirement and there’s a gap out there you need to leverage. 

The primary level of the aggressive evaluation is to influence buyers that there’s an underserved market that what you are promoting plans to cater to. It’s essential to have the ability to promise one thing that nobody else is at present delivering. In any other case, why ought to what you are promoting exist? Put them relaxed by demonstrating correct market analysis.

Seek advice from your SWOT evaluation and current any potential threats from the competitors right here, too.

Define administration and organizational construction

Subsequent, current your administration and authorized construction. Is your organization an LLC, sole proprietorship, S company, partnership, or another association? Who’s in command of what? You probably have totally different departments, record out the management for every one. If related, you would possibly even embrace some details about the experience of your leaders in regards to the areas beneath their cost and the duties they’ll be performing.

Keep in mind — in case your marketing strategy will probably be used to influence buyers to assist fund what you are promoting thought, this kind of info will reassure them that your organization has robust and competent management. 

If there’s a series of command, use a diagram or different methodology for laying out who reviews to whom. 

bars of soap lined on a shelf

Record your services and products

What are you promoting? You’ll contact on this briefly within the earlier sections, however right here is the place you’ll increase on the small print. You probably have an array of comparable merchandise, similar to meals flavors or clothes variations, record as many as appear related. However deal with the spirit of the marketing strategy — you’re merely speaking what what you are promoting is about, not itemizing each SKU in your projected stock. 

Additionally, embrace details about your merchandise similar to high quality, sturdiness, expirations, patents, and no matter else will give a transparent image of what you’re promoting.

For service companies and memberships which will embrace a number of packages, bundles, or tiers, describe every of those so your readers get a way of the way you’ll attraction to various kinds of clients and value factors. 

Develop a gross sales and advertising and marketing technique

Having merchandise is nice, however how do you propose to promote them? How will folks discover what you are promoting? How will anybody know you exist? And as soon as they know, what’s going to encourage them to purchase from you and never out of your competitors? What’s your distinctive worth proposition — the factor that units you aside out of your direct opponents?

You’ll must develop an preliminary advertising and marketing plan to assist promote what you are promoting, merchandise, and providers to your goal clients.

And bear in mind, competitors isn’t restricted simply to different companies. Generally, competitors is in opposition to the shopper’s time, or their funds, or mere indifference — the battle between doing one thing and doing nothing. Your SWOT evaluation ought to contact on a number of of those potential boundaries to the success of your on-line enterprise.

Your advertising and marketing plan will clearly change over time, however give your readers and potential buyers a way of how you intend to launch and develop what you are promoting. 

Google ad for a blue shirt

Talk about media channels you intend to make use of, similar to pay-per-click (PPC) adverts, social media, e mail advertising and marketing, affiliate marketing online, unsolicited mail, referrals, joint ventures, SEO (website positioning), webinars, influencer advertising and marketing, and dwell occasions. Describe those you truly plan to make use of, and clarify the core technique you’ll start with and the way you’ll measure success. 

Additionally, embrace a way of your advertising and marketing funds. If you’ll have a devoted advertising and marketing group, or precise gross sales professionals utilizing a specific course of or gross sales script, talk about that as properly. 

For ecommerce companies, embrace a dialogue of how you intend to leverage platforms like WooCommerce, which includes a host of extensions that may assist handle what you are promoting, have interaction clients, get monetary savings, and promote progress.

charts showing business growth

Make monetary projections

You’ve made a number of claims in your marketing strategy, however how will your buyers be satisfied of your future success? In some unspecified time in the future, it’s a must to present them the cash. 

If this can be a model new enterprise with no revenue, the place will your funds come from for the primary yr? Give reasonable monetary projections for anticipated income and losses, in addition to progress expectations for the primary 5 years. Embrace monetary paperwork in case you have them, together with revenue and loss statements, steadiness sheets, and money stream statements. Embrace prices of employment, manufacturing, and different investments each one-time and ongoing.

Your monetary projections ought to reference your:

  • market evaluation 
  • merchandise
  • pricing
  • anticipated gross sales quantity 

Buyers will really feel extra assured after they can see your marketing strategy doesn’t rely totally on only one or two ‘wins.’ For instance, in case your complete plan hinges on promoting on eBay or Amazon, what occurs if Amazon suspends your retailer, adjustments the phrases, otherwise you battle to get observed there? 

In case your plan will depend on successful over a number of Instagram influencers, what in the event that they don’t come by means of? It’s very easy to say what you hope will occur. However truly making it occur is one other factor. Enterprise success occurs extra simply if you apply a multi-channel advertising and marketing and gross sales method. 

Your monetary projections will really feel based mostly in actuality, when you’ll be able to display some prior successes, both in different companies you’ve already launched, take a look at audiences, native gross sales you made, prior expertise, or knowledge from different companies. 

Clarify your funding request — if relevant

For those who intend to ask buyers to assist fund what you are promoting thought, current your request within the closing major part of your marketing strategy. For those who’ve already secured funding from different sources, embrace that right here as properly. An investor will really feel higher understanding they aren’t the one one who believes within the potential of what you are promoting. 

Will your funding request be for a one-time fee, month-to-month, yearly, or at another interval? How do you intend to repay their funding? Will you permit them to cost curiosity? How a lot ROI are you able to promise them? 

How WooCommerce might help

WooCommerce might help you construct a scalable on-line enterprise that helps your marketing strategy. It doesn’t matter what you’re promoting, WooCommerce presents a set of versatile instruments that means that you can customise your retailer to fulfill your wants and objectives. 

WooCommerce homepage launch info

Listed here are simply a few of the advantages what you are promoting will get pleasure from if you select to construct your retailer with WooCommerce:

  • Promote completely something you’ll be able to think about. From bodily objects and digital downloads to subscriptions, memberships, bookings, programs, and affiliate merchandise, WooCommerce supplies every thing you want. Need to run a wholesale retailer? You are able to do that, too!
  • Harness the facility of WordPress. Since WooCommerce is a plugin particularly for WordPress, you’ll be able to make the most of highly effective options just like the block editor and running a blog capabilities. 
  • Seize funds securely. Select from numerous fee gateways, from in style choices like PayPal and Stripe, to extra area of interest processors for particular places and sorts of regulated merchandise. And with instruments like WooPayments, you’ll be able to hold clients on-site, seize a wide range of currencies, and even settle for digital wallets like Apple Pay and Google Pay.
  • Customise your transport choices. Supply free transport, cost based mostly on weight, set fastened costs, or calculate transport prices based mostly on real-time provider charges. You possibly can even use extensions like Desk Price Transport to create sophisticated transport guidelines based mostly on circumstances that you just set. And with WooCommerce Transport, you profit from discounted transport labels and the power to print proper out of your dashboard. 
  • Hook up with your social media channels. Use extensions to sync your retailer with social media platforms like Fb, Instagram, and Pinterest. You possibly can even promote on these platforms alongside your retailer with out having to replace stock and knowledge manually.
  • Combine with advertising and marketing instruments. Rapidly join your retailer to any variety of advertising and marketing instruments, from e mail platforms like MailPoet to CRMs like Jetpack CRM. You may as well implement a variety of advertising and marketing methods, from deserted cart emails to loyalty packages.
  • Preserve monitor of your numbers. Whilst you can simply view knowledge in your dashboard, you can even sync with instruments like QuickBooks to make your accountant’s life just a little bit simpler.
  • Handle stock. Replace your stock ranges manually or connect with instruments like Scanventory to sync together with your warehouse. Operating low or out of inventory? Add a wishlist possibility so clients get an alert as quickly because it’s accessible.

As you’ll be able to see, WooCommerce is well-equipped to deal with any kind of on-line retailer and help you as you develop. Listed here are a number of extra causes that WooCommerce ought to be your go-to selection for implementing the ecommerce facet of your on-line marketing strategy:

It’s free

WooCommerce itself is free! Many extensions for WooCommerce will also be discovered free of charge within the WordPress.org plugins library or on the Woo Market. If you must begin your web site with a restricted funds, however need to construct on a platform that may develop to help a thriving, high-traffic retailer, WooCommerce is a wonderful possibility.

creating a page with the Block Editor

You’ve full management over your retailer

Not like different ecommerce options which are tied to the platform’s personal internet hosting, WooCommerce is designed for use with WordPress together with any internet hosting supplier of your selection. You might be additionally free to make use of no matter fee processor you need with none further charges from WooCommerce. You may as well customise your web site’s look and performance extra extensively than you’ll be able to with different ecommerce platforms and with much less (or no) coding information.

WooCommerce extension store

1000’s of free and premium extensions

There are over 800 free and premium extensions for WooCommerce on WooCommerce.com alone and over 1,000 within the WordPress.org plugins library. There are additionally tons of of impartial builders and businesses that supply premium and customized extensions for WooCommerce with the intention to customise your retailer with the precise options you want. 

WooCommerce documentation

Wonderful help and huge group of customers

WooCommerce is utilized by over 3.9 million shops23% of all on-line shops worldwide. The help group is out there to reply questions and the documentation library is in depth and thorough. There are additionally loads of impartial assets for studying easy methods to use WordPress and WooCommerce.

Dedicate time and assets to place your on-line marketing strategy in motion

A profitable marketing strategy is one which empowers and guides the enterprise proprietor to launch their on-line or ecommerce enterprise, and presumably safe funding. But it surely solely works in case you use it.

One benefit of beginning an ecommerce retailer or on-line enterprise is that you just aren’t as locked down by deadlines. With a bodily location, when you begin paying the lease, you higher have your marketing strategy able to put into motion. 

However the fantastic thing about being on-line is that you’ve extra flexibility on the entrance finish. Regardless of having extra wiggle room together with your timelines, you continue to must hold your momentum going ahead. Staying on monitor with what you are promoting initiatives and objectives is without doubt one of the keys to reaching profitability sooner and turning your marketing strategy into actuality. Just a few fast ideas:

  • Schedule your time. Block out hours and particular days to work on what you are promoting.
  • Deal with it like a job, not a passion. Construct in your momentum week after week.
  • All the time continue to learn. Analysis your business, competitors, audience, and potential clients. Be taught advertising and marketing — you’ll be able to by no means know an excessive amount of.
  • Attempt stuff! Take dangers, make calls, create campaigns, write content material.

Your marketing strategy template ought to provide you with a concrete record of duties and enterprise goals. When you write a marketing strategy, then you’ll be able to implement it.

Incessantly requested questions on writing a web-based marketing strategy

What are the seven steps of a marketing strategy?

The seven key components of a marketing strategy are the chief abstract, firm description, market evaluation, group and administration, providers and merchandise, advertising and marketing plan, and monetary projections. For those who’re making a funding request, that might be an eighth part.

The place can I discover marketing strategy templates?

You’ll find a free marketing strategy template on-line, for normal enterprise plans in addition to for particular industries. Nevertheless, since every enterprise is totally different and your plan have to be genuine and particular to your organization — a marketing strategy template can solely get you up to now. 

For those who want design inspiration in your personal customized marketing strategy template or need to begin with a pre-designed template you could customise, you should buy one for a comparatively low price by means of a inventory assets web site like Envato Market or Artistic Market.

downloads available from Creative Market

Do I want a marketing strategy if I’m already working a web-based enterprise or ecommerce store?

Enterprise plans aren’t just for people who find themselves launching new companies. You possibly can create a marketing strategy at any time that will help you keep or change the route of your retailer or simply to get a greater image of the well being of what you are promoting. Beneath are a number of various kinds of enterprise plans that you just would possibly need to think about in your established on-line enterprise:

  • Operational marketing strategy. Outlines the construction of what you are promoting operations, staffing, and logistics.
  • Feasibility plan. Feasibility plans are like mini enterprise plans that cowl new enterprise concepts and description steps for implementation.
  • Development marketing strategy. This plan is for companies that need to display alternatives and plans for progress to draw buyers.
  • Maturing marketing strategy. This plan is for companies trying to merge with or purchase different corporations, considerably increase, or go public.
  • Strategic marketing strategy. Any time what you are promoting desires to shift methods concerning merchandise or advertising and marketing or some other main adjustments to your earlier marketing strategy, you’ll need to create a brand new strategic marketing strategy to handle your new objectives and the steps concerned in reaching them.

What software program ought to I exploit for my on-line marketing strategy?

Your marketing strategy ought to embrace some photos, graphs, and graphic components within the structure, so that you’ll need to a minimum of use phrase processing software program to place your marketing strategy collectively. You probably have entry to Google Workspace, Microsoft 365, Canva, or Adobe Artistic Cloud, you’ll have another choices that may result in a extra skilled structure.

business plan templates from Canva

Right here’s an inventory of free and paid software program that may provide help to put collectively your on-line marketing strategy define:

What do buyers need to see in a marketing strategy?

A very powerful piece of data to point out buyers in your marketing strategy is potential for profitability. Buyers don’t need to throw cash at a sinking ship, irrespective of how cool and thrilling the enterprise sounds. 

Most buyers additionally need to make it possible for they’ll see an honest return on their funding in a comparatively quick time interval — in all probability round 5-7 years. How a lot of a return they’ll count on will rely in your business and how much investor they’re. 

Buyers can even need to see that you just clearly perceive what you are promoting, your business, and that you’ve concrete, actionable steps for reaching, sustaining, and rising profitability. They’ll need to make it possible for the important thing folks in your group additionally perceive what you are promoting and the roles they play and so they’ll need to see that every particular person has a superb quantity of expertise of their subject and the required talent units to meet their job duties, if not go above and past. 

Any particulars you’ll be able to embrace that spotlight distinctive features of what you are promoting can even be necessary. Any space the place you could have a aggressive edge, are providing a novel or proprietary resolution, have established any superstar endorsements, have the backing of different buyers, or have secured particular grants will probably be of particular curiosity to buyers.

Create your plan for fulfillment

Now that you just perceive what goes into creating a proper marketing strategy, it’s time to jot down one! Take the time to suppose by means of and think about every facet of the record included on this article, and also you’ll be properly in your technique to discovering success.

And WooCommerce is right here to help what you are promoting each step of the best way, with highly effective and versatile instruments that assist what you are promoting develop. Begin promoting on-line as we speak!

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