- Duration: 42 min
- Platform: zoom
- Source: Read.ai 01JQC1PS5JH41HB2CHKCKNWC6M (https://app.read.ai/analytics/meetings/01JQC1PS5JH41HB2CHKCKNWC6M)
Transcript
[Lee Schmidt]: Hey, how’s it going, Mike? [Michael Houck]: Hey, Lee, how you doing, man? I’m doing great. [Grace Lemire]: Hey, Grace, nice to meet you. [UNKNOWN_SPEAKER]: Hello, nice to meet you. [Michael Houck]: I love the beard, man. It looks killer. [Lee Schmidt]: Thank you. You know, the funny thing, I’ve been experimenting with it lately. I just trimmed it down, actually. It was even longer. Oh, no way. 48 hours ago, yeah. It was my winter experiment. I guess here it’s already like summer, it feels like at least. Where are you at? Florida, St. Petersburg. Nice. I’m from St. Petersburg. [Michael Houck]: Yeah, so funny thing actually. [Lee Schmidt]: So Grace, before the call, I googled your name because I just was like, you know, who am I getting on the call with? And so I came across your website and like Instagram and stuff and I just looked at a couple of you and I saw like a clip of like or like a very familiar spot, downtown St. Pete. And then I saw one where you’re like, oh, I just moved to St. Pete. So yeah, that’s a crazy coincidence. [Grace Lemire]: Yeah, I was gonna say, ever since I moved here, I haven’t met like a, it’s not like a city that you hear, like the people say they’re from a lot, I feel like, I don’t know. Like I feel like when I’m working with people, it’s always like a New York City or San Diego or in LA or something. So like what a small town. No idea you were here. [Lee Schmidt]: Yeah if someone like who’s not from here asks where like where I’m from I usually will say like Tampa because then they’re like okay yeah I know where Tampa is but honestly like at this point St. Pete I mean it’s it’s grown a ton I’ve lived here for like four years now and like the downtown area if you’re familiar with that yeah a lot of the like buildings that all like the new condo constructions none of those were there when I first moved here. So even just in the last four years, it’s changed a lot. Tons of people have been moving here. I rarely meet anyone who grew up here. Everybody’s kind of been coming from elsewhere, like myself. [Grace Lemire]: Yeah, I just moved here in January from Massachusetts. And I’m in one of the apartment complexes that’s downtown in St. Pete. But yeah, also, I’ve hardly met anyone who is actually born and raised here. A lot of transplants, which is kind of cool though, because then everyone’s from somewhere different, but I know it’s changed a lot in the last four years. That’s what I’ve heard from a lot of people is like post COVID, it changed. [Lee Schmidt]: There’s been a lot of change, especially the rent prices. Everyone says that’s a big thing. I know. Yeah, my rent has gone up, I think maybe like $1,500 since I moved here four years ago. But yeah, we probably live pretty close actually. You know the Camden Peer District building? [Grace Lemire]: These are the Camden? [Lee Schmidt]: Yeah, Camden Peer District. It’s like right next to the Publix on 3rd Street. That’s where I live. I’m in Modera. [Grace Lemire]: I live in Modera, which is by, right, it’s one of the, right behind, right next to Tropicana. [Lee Schmidt]: No kidding. I have a friend who lives in there. Koniko is her first name. Oh, OK. [Grace Lemire]: Small world. Yeah yeah that’s crazy that’s hilarious have you been to um this coffee shop called intermezzo before I’m actually after um at one o’clock today I’m going to meet a girl there we’re grabbing coffee and then going for a walk [Lee Schmidt]: this is crazy I’m sitting inside of intermezzo right now wait really yeah wait that’s hilarious if you’re still One, I think we’re getting coffee there. I’ll pop in and say hi. Yeah. This is like the wildest coincidence. [Grace Lemire]: It’s funny because obviously when Helk mentioned that you were coming onto Megaphone and this writing opportunity, just reading more about you and what you’re building and your products and Helk kind of filling me in, I was like, wow, there’s a lot of just like overlap here, not only in terms in terms of experience and like, which I’ll get into when we, when I share this talk, but also in terms of like, just the like energy, I guess, like just your priority of being approachable and authentic and things like that just felt like such a good, such a good overlap. So it’s crazy that we’re literally in the same place. Yeah. Yeah. [Lee Schmidt]: And from, from looking, are you, so are you the person like, do like the actual ghostwriting? I guess I, yeah, I know, I know that you’re on the call, obviously, but I guess. [Grace Lemire]: Yeah, here, I can share. [Lee Schmidt]: And I can also give a background of the, our company and us and all that kind of stuff. [Grace Lemire]: Yeah, yeah, this is a good, um, a good. [Michael Houck]: Go, go, go for it, Grace. Take it, take it away. I don’t even need to be here. You guys are rolling. [Grace Lemire]: No, it’s a perfect segue because we have this kickoff talk kind of prep that we’ll go through in today’s call. Share a little bit about me. I know you did the Google search, which is awesome. But I started my freelance marketing career about almost four years ago. Well, I keep saying three and a half. I’m just realizing it’s four. Almost four years ago at this point, and I began kind of in the social media marketing space, and then I just had this interest in personal finance, so I pivoted into mostly personal finance content writing for all sorts of blogs, newsletters, and things like that. And I did a lot of writing about, I mean, I covered everything from budgeting, saving, investing, borrowing, debt payoff, even down to like the cost of rent. Ownership and pet insurance and you know all these nitty-gritty things just out of pure interest and then I started to realize well I think a lot more people need help with their finances than we even realize and especially young people so back in I think it was about two and a half years ago I started my social media platforms and at the time I did strictly personal finance content so all sorts of personal finance education and just trying to make it out as approachable and relatable as possible, and always explaining things to people from an angle of like, we all learn for the first time, everyone’s experiencing life for the first time, because I feel like a lot of finance content at the time was kind of, you know, if you’re not doing these three things, you’re behind, or, you know, like, there’s no reason you should not know this information. And it’s like, how does that make people want to learn anything? Or, you know, actually, you’re teaching them if you’re basically incorporating shame. [Lee Schmidt]: Can I interject one thing real quick? I should say, when you just use the word relatable earlier, like before, like earlier this morning, after I fill out the intake form, and then this morning I was thinking about it, about like, you know, there’s questions like words to describe how you want your voice to sound. Relatable is actually a word that popped into my head, and part of it was because I saw some of your content, and that’s like, that’s like the number one way that I would describe it, which is exactly like kind of what we want to embody, is that it’s just like relatable and I guess in your words, yeah, relatable and approachable. So I love that that’s like kind of what you naturally seem to, that’s like your voice sort of, and that’s also like what we’re kind of aiming for. Yeah, amazing. [Grace Lemire]: I think I kind of skimmed through and looked at your brand and the forum that you put, and I think that was one of the things that stood out to me in your forum was, Um, you said like approachable and I think. Which we’ll get into a little bit. I think that’s what a lot of these like finance brands that are like competing are really missing is they’ve taken the human out of it and they’ve become so corporate that it’s like, who do people even use this tool? You know what I mean? And how do they use it? And what are they doing with it? And how was it relatable like day to day? Um, and I will share, um, a, it’s a Tik TOK account. So obviously not what we’re doing here, but I will, it’s, you need a budget, I’ll share it with you over Slack if you haven’t seen it. I think they do an incredible job with their marketing, and I think we can pull a lot of that relatability into what we’re doing. But I love that that’s kind of like where your head is at too, because I think with finance content, you know, using shame and fear as a motivator is not really my jam, not the content I want to create. Okay, so in this session today, we’re going to go through, we’re going to kind cover a lot of ground. And if you have any questions at any point, you can stop me and throw the question out, or you can save it for the end, whatever works for you. We’re going to go through the primary and secondary goals that we want to cover, the exact audience that we’re going to be writing for. We’re going to try to pick three to five content pillars that we want to start writing about, create a clear posting schedule with that, and then give you some clarity around our process and answer any questions that you have. And at the end, we’ll wrap up with next steps. Um, okay. Yeah. Sounds good. I did. I added a few questions that I had after going through your form onto this doc, I think in the audience section. Um, but we’ll start with what is here. So just very broadly, what is the number one reason that you want to create more content and the primary goal that that is attached to? [Lee Schmidt]: Yeah. Okay, cool. So I’m going to answer this first one with just like even like a little more context. Just because I last spoke, I think like Hope, you go by Mike or Hope normally? I heard Grace call you Hope. Yeah, most people just call me by my last name. [Michael Houck]: So it’s okay. Okay. [Lee Schmidt]: Yeah, the last time I spoke to Hope, I think it was like a few months ago. And I don’t remember like how in depth we went just about like, you know, who we are and what our product and company is and stuff like that. Yeah, I can give like a quick high level overview of that and that’ll kind of like lead into this first thing here. So yeah, I guess like just what our product is or like what we’re building or what we have launched is the personal financial management platform where, you know, you mentioned like YNAB and I’m sure you’ve heard of like, you know, copilot, monarch, rocket money, kind of like all those things. So we’re essentially like an alternative or a competitor to those apps. And we think what we’ve created fixes a lot of things that we perceive to be like issues in there. There’s like a lot of product gaps, believe it or not, even though it’s such like a crowded field. Has like a super steep learning curve, you know, And then everything else, like Rocket Money, Copilot, Monarch, none of them let you do envelope budgeting or zero-based budgeting. It’s all kind of just standard. You set your budget targets. And even in Monarch, for example, it’s really difficult to set it up so that your budget overspending or underspending rolls over into the next month. And there’s tons of, I guess, flip guns. I’ll call them like just ways you can totally screw up, even if you think you’re sort of like staying within like the prescribed guidelines of these budgeting apps. You know, is like the probably like the one of them that’s built something that’s like for like the power budget users, but it’s so difficult to use. So essentially what are kind of what we like to think of it as is almost like the iPhone version of YNAB where it’s just super intuitive. There’s not a learning curve and it just works and it kind of has like this Magical feeling of like you it just does what you want to do without having to think too hard. So anyways You know, yeah users connect their bank accounts all the transactions syncing categorize them our style of budgeting that that we’ve done is is very similar to like YNAB like envelope budgeting and then You know YNAB kind of like where they last is they don’t have a lot of the reporting and net worth tracking and things that the other apps have. You can’t get your credit report, for example. Rocket Money is the only place you can get your credit report. I could go on forever, but long story short, we’re fixing what we think are a lot of gaps actually in that market and in the product offerings right now. Our team is super small, so it’s actually just myself, And then I have a founding engineer, so it’s just the two of us. We used to work together years ago. We’re both long-time software developers. He used to actually be the team lead on the team that I was on at a past company we worked at together. And this guy is like, I call him the Michael Jordan of software engineers. And I was more just like average engineer, So when we got together and we started building this, it was like a dream come true scenario because we just have the ability to move pretty fast and build some really great stuff. So that’s our team. It’s myself and one other person. As far as, and we’ve been live since like December of 2023, so we had our first panel customer December of 2023. And then all throughout 2024 and into this year, we’ve been growing the whole time. Currently, the features that are live right now in our product is access to your credit report, all of our budgeting stuff that we’ve been building. That is the second set of features that we’ve been working on for the last several months. We’re getting ready to launch launch that should be like by the end of next month. And the reason we did credit report access as the first feature is because I own a totally different SaaS product that helps people with their credit. And all those people need their credit report from somewhere. I used to have to send them off to like third party places to get their credit reports. And then so we’re like, well, hey, why don’t we build credit report access as the first feature in this new platform? Because we have a built-in exclusive distribution channel to us. So that was phase one of refresh. And so that’s why we have 1,500 monthly paying customers right now. And our audience size right now that we can launch a newsletter to is about 12,000 people if we just were to shove them all onto the newsletter like today, you know, maybe that’s not the best, like actual rollout strategy. Maybe there’s like some, you know, cause people technically, I guess they’ve opted in sort of, but have they opted into like newsletter? I don’t know. [Michael Houck]: I highly advise that we just dump the whole list in there and start sending them the newsletter. That’s there’s no real, like there is no legal reason not to do that. And as long as we feel good about the content, you know, if it’s like, Hey, we want to test the content with small audience first, that’s fine. But I think a lot of people think about the emailing portion of it, um, sort of differently than, than, uh, it actually, you know, could be your needs to be or should be. [Lee Schmidt]: Um, so that’d be my recommendation there. Okay, cool. Yeah. And I think I asked you about that last time and you said the same thing and that’s what we were planning on doing. Um, and then, um, yeah, our, so where we’re at kind of with our marketing and content strategy right now is the way I like to describe it is if you go to our website and you scroll down to the footer and you click on the little links for Instagram and whatnot, they don’t go anywhere. And that’s because our socials don’t exist. And, you know, so we’ve been in sort of like marketing stealth mode for the last ever since we’ve existed so far, just because specifically because we We have that special distribution channel for my other SaaS product. So we’re kind of timing everything. When we release our new budgeting features, we’re kind of timing that with this essentially. When we launch the newsletter, that’s going to A, help retain our reduced turn, retain our current paying customers. And also activate the portion of people who create an account but don’t go on to actually become a paying customer. And then when we time that with dropping the new features, that’s gonna be another huge thing. That alone will reduce a ton of churn and give us something really concrete. We had a newsletter six months ago. There’s only so much we could tell people. Come and look at your credit report. There’s not a whole lot on the other end of that. But now that we’re actually ready to drop these new features and have feature parity with the competitors and really truly see the product come into its form, we’re just timing some of this outward marketing now with the feature release. And then one other thing that’s worth mentioning is we’re also going to be doing a rebrand within the next like four to six weeks. And that’s just going to consist of a name change. So the website will change. And then. Initially, like the visuals, like we we’ve we’ve sort of like purposely not gone into like any heavy like visual identity with our marketing yet, we’ve kind of like kept it like undesigned almost. But so initially, you know, like the logo will change and stuff like that, but like the visual identity won’t like change all that much. But I think that’s also partially relevant because I don’t know like how much the knowing that we’re going to rebrand if that like affects how the content is. Maybe it has no bearing on that at all, but it is thought it’s worth mentioning that as well. Well. [Grace Lemire]: I think on the newsletter front, for sure, because I think when we’re choosing like name for a newsletter and structure and sections and things like that, like we wouldn’t want to have like a section that’s like refresh your money or whatever. I don’t know, like having a section that’s like name something similar to the brand name that’s going to be changing or the, um, but that’s kind of my, my initial like that. I don’t think, I guess because we’re building on your X account, to me it wouldn’t be, it wouldn’t change much there in terms of like my initial thoughts on like my initial content as we get started. Yeah, I don’t know, Hauk, do you have any thoughts? Yeah, I agree with Grace. [Michael Houck]: I think it wouldn’t change much for social, at least in the short term, or maybe we’d obviously do some things in the lead up to the launch of the rebrand and then immediately after maybe. But in terms of content, format, pillars, et cetera, I don’t think it changed anything. But for the newsletter, yeah, I mean, we’ll be building, and Lee, if this is something your team wants to handle or we wanna handle, some clients prefer to handle it themselves, but we’ll be designing sort of the brand for the newsletter, right? And so there’ll be design assets and go into that, there’ll be the name, obviously, the positioning, the structure, as Grace said. That’s something we should probably think through longer term, up front, so that we don’t need to go through that process again in a few weeks. [Lee Schmidt]: Yeah, yeah, no, that makes sense. Yeah, because I was, some of the newsletters, and I’m gonna, this is part of what I’m gonna drop in Slack after the call, but I’ve got a handful of, like YNAB, for example, their newsletter’s called change. And I don’t know like the rest of the structure of the newsletter, but just, you know, it’s obviously a lot of, a lot of newsletters, a lot of the good ones that I see, yeah, kind of the, the name is like tied into some of like the sections and the visuals of the, you know, what you see in the newsletter itself, like little content separators and things like that are kind of like thematic with the brand. So, so yeah, that I was thinking about that as well, where it’s like, do we just initially avoid having anything that’s like super tied to, well, we obviously don’t want anything like super tight to refresh because that’s not going to be building up like long term, like brand equity at this point. But then it’s like if we’re not public with the new brand, you know, so I don’t know, maybe, maybe like that. Branding identity of the newsletter morphs like over the next couple months or something? [Michael Houck]: The way I would frame it is like, you know, the more context you can give us upfront about how you guys are thinking about that rebrand and I don’t know what stage of the process that’s at. We don’t necessarily need to give them that right now, but the more, the more context you can give us about where that’s heading, we can sort of, you know, be ahead of that a little bit in terms of how we think about the newsletter branding and structure and all that stuff. So that’s probably the best that we could do for that right now. The more aligned that we can be to that. Obviously it’s nice to sort of have that interplay between the two brands. But yeah, we’ll do what we can there. And if we need to make tweaks down the road, that’s fine. But I’m just saying it doesn’t make sense for us to brand it around refresh now and then in four to six weeks have to go and rebrand it again. [UNKNOWN_SPEAKER]: Yeah. Okay. [Michael Houck]: Yeah. [Lee Schmidt]: So we can, yeah, we can think about that more later, but, um, and I’ll draw, I, I have to, before I, I need to check some things before I share the name of the new brand, like right now. But, um, it’s, yeah, we, we have like a one word.com and it’s very, it’s like pretty brandable. So I’ll have like a lot of cool stuff to work with and then I think that’ll be fun. But, um, to, yeah. So to get back to this, to your question, on the screen here. The reason we want to create more content is, yeah, basically, I would say we just want to be a voice of, a relatable voice of authority, you know, in the finance space because, like, we’ve got the audience right now and, you know, a lot of times, I think I mentioned this to Hoke earlier, like, I had been getting newsletter for like a long time before I ever booked a call and became a customer. So that’s kind of you know how I see it is like as long as you and I’ve seen this like repeated by other people sort of like I’m talking about content strategy which is like as long as you keep you know you you’re memorable and you keep your content like in front of the person like when they’re ready to become a customer or buy whatever you’re selling or you know use whatever you have, they’ll do it because they know who you are and they trust you and they like you. So yeah, I mean, that’s kind of what we’re going for. But yeah, ultimately when it connects back to metrics, it should be able to directly increase the rate of new subscriptions and decrease churn and stuff like that just by having newsletter and X going. [UNKNOWN_SPEAKER]: Yeah. Amazing. [Grace Lemire]: I think a lot of marketing is sometimes people get so focused on every single single thing should convert a customer every single and I feel like a lot of times it, especially with a finance product where the barrier to purchase might be might take a little bit more courage. Like sometimes I feel like when it comes to financial products, people are like, well, I’m a little wary and I want to make sure that I trust it before I start to use it. And so I think keeping those people there and active and ready so that when they’re like, OK, you know what? Yeah, I am ready to budget or I am ready to, you know, check my credit report, whatever, you’re the first person that they think of And they’re not thinking of the rocket monies, the copilot, they’re like, yeah, I’m going to use this product is important. And I think with financial products too, there can be like building that trust is really important. Okay. So I feel like we have a good, we have more than one reason I think, but I think a lot of these goals and I think that they’re, they’re important. Are there any secondary goals that come to mind that are like, you know, I mean, I guess subscribers is kind of like what we talked about, but that does feel kind of like it’s in the number one bucket. Um, are there, are there any things that you’re paying attention to in terms of secondary goals, like PR opportunities, impressions, followers, things like that? [Lee Schmidt]: I would, I would say one thing that’s like secondary is this is like very like forward thinking, but, um, I think the way that a lot of companies are going to succeed, um, especially with like changes with like AI and like how you know less people are using like Google search for example because they can use chat GPT and paid ads are gonna be less effective and all these changes will happen is I think that like media is going to become just like a really like even a more powerful driver of like traffic than it is now and so like long-term we want to just really put a big focus on sort of and just like media in general whether that’s like X content or newsletter or you know if in the future we have like podcast or whatever but like we want to build up an audience that’s like where we’re like generating things that people want to read and watch and see so like I guess it would just be like building up and in the audience that in generating you know things for them to consume sort of like secondary to like the product itself. [Grace Lemire]: Yeah I think like it goes back to what you’re saying about being that relatable voice and then it’s like to a point where people are like well yeah I actually like want to read what you’re writing and like what you’re saying um and then it kind of becomes like now when you’re saying things in different channels they want to hear what you have to say because they trust you um so I feel like it’s like kind of trust [Lee Schmidt]: across channels and like yeah and maybe just like overall size perhaps uh our media and reach something. [UNKNOWN_SPEAKER]: Yeah. Yeah. [Grace Lemire]: Okay. And then realistically, what needs to happen for you to consider your content a success? [Lee Schmidt]: Um, I mean, in my opinion, it would be a success if, if we’re actually like delivering value, you know, when it comes to like a newsletter, for example, if someone is, if someone has emails like coming into their inbox and then they’re like their personal world, um, you They have to like really like what they see. Otherwise, it’s like it’s like annoying So, yeah, and you know, they just unsubscribe and mark your spam so so yeah, I know I don’t know if it’s like we share redundant or whatnot, but like we are like truly to like Give people value where they’re like looking forward to like, you know I want to get like I want to see what’s in the next newsletter issue Um, so that’s, I would consider that successful because everything else kind of like the metrics follow from there. [UNKNOWN_SPEAKER]: Yeah, I agree. [Michael Houck]: I think sometimes people get hung up on, on, on the, on the like exact numbers for one thing or another. But when it comes to content, when it comes to social, when it comes to being in people’s inbox in particular, it is exactly what you’re saying. It’s more about just like building that trust and, uh, and people slowly migrate down the funnel sort of as they, as they need to. [Lee Schmidt]: Right. Yep. [Grace Lemire]: Amazing. Okay, cool. Next, kind of covering a little bit about your audience, this is where I added in some questions based on some of the responses on the form. So we’ll start with what’s here and then I’ll throw in some of my questions that I had, but in your own words, like what is the target audience of your business? [Lee Schmidt]: Yeah, this is a really interesting question because it’s in my mind, it’s morphed over time. You know, initially I would have just said like, like, well, it’s like, um, budget savvy, you know, financial savvy people, um, you know, which is definitely not everybody. But, um, to give you a quick example, um, I have a running list of, of test customers of like people who want to sort of like get early access when we launch our budgeting features. And I’ve got maybe like 30 people on the list of people that have just met in person in coffee shops. Like I would say, It’s a biased sample because we’re in a downtown area, in a city, but I would guess eight, if I walked down the sidewalk, down Central Avenue here and told random people, I would say eight out of 10 of them use or have used a budgeting or personal finance app. Around here, I can’t even tell you, I know which the most popular ones are for people around here. Use like co-pilot for whatever reason. But I would say it’s like anybody with a bank account. So it’s like this product category is almost like ubiquitous at this point. I feel like at least in my experience. But like so yeah the target audience is it’s definitely like you know a more honed in version is of like power users when it comes to their finances, but really it’s like anyone who uses money, you know, because banks don’t, you know, all the major banks, like, they kind of have like some floofy tools that like let you see like where you’re spending your money, but if you can’t see where you’re spending your money and you’re like just totally in the dark, you know, that’s when people run into issues. And yeah, so I think it’s like really like kind of mass market. [Grace Lemire]: Yeah, it’s one of those things where it’s like, like if you’re making money, probably one way to like manage that money, right? And so that’s, you know, it can be so broad. I think a couple of the questions, oh, hold on, this is like popping up on the side and I tried to click this. A couple of the questions I had in relation to like response on your forum was at one point you said that your current audience has a lot of people interested in raising their credit score. Are you finding that there’s a specific age that those people fall into? And do you feel like the ideal age in terms of like, who’s converting? Are they different? Like, are you finding different people? [Lee Schmidt]: Um, so our the age range of our current audience is, I really think it’s like, pretty evenly distributed. It’s not like super heavy on any particular age range, which I know kind of makes it hard to define a really concrete audience or demographic. But it’s really kind of evenly distributed ages. I would say it’s equal gender. Right now, it’s a lot of people who probably are lower income earners, given that our current It’s like a lot of people who have had issues with their credit of some sort. But and we ran a poll a while ago now, but like pulled our existing audience and asked a series of questions like, you know, do you use a budgeting app? Have you ever used one? Do you want to? And like I think it was like 20 percent of our current audience, for example, were like super interested in that. So there’s like definitely a a large, you know, crossover there. Okay. And then it’s, it’s, I’m getting a little notification. [Grace Lemire]: How could it says it’s going to bump us off in like six minutes? [Michael Houck]: I don’t know why it’s, I guess from the free zoom thing. [Grace Lemire]: I pay for zoom. Yeah. [Michael Houck]: We can, we can move to, to Google meet when there’s like two minutes left or something. [Grace Lemire]: Okay, cool. [UNKNOWN_SPEAKER]: Okay. [Grace Lemire]: So my, like other kind of question with it was, are we trying, are we taking people or are you finding the people that you’re working with now kind of, are we taking them from uninformed to informed or from informed to more informed? You know, because I think that if we’re, if we’re, if there are people that are at ground zero, for lack of better words, and they’re like, you know, they’re going over budget all the time, their credit is bad. They’re not really investing that the content that we would have there would be a little bit different versus if we’re taking someone who’s maybe like me, who like, I use a spreadsheet, I budget every month, I am there, but I’m looking for ways to optimize. Or like, I’ve got like a good sense, but maybe I’m looking for more. [Lee Schmidt]: Do you find that they fall into either of those buckets? Definitely our current audience, I would say is like majority, like probably 80% going from like, we need them to go from like uninformed to informed. But you know, like our target, where we want to go is to, is to shift that to people who are more of like somewhat informed and make them more informed. So yeah, that’s kind of the difference between our current audience and our target audience. And we think that, you know, part of, part of what we hope to achieve by doing these new marketing initiatives is to directly like speak to and get the people who are like somewhat informed, even though our current audience is like the less informed, but that again, that’s just kind of like a byproduct of the fact that they’ve been coming from a certain distribution channel. We’re already that way. Yeah. Okay. That makes a lot of sense. [Grace Lemire]: It’s definitely, I wanted to mention that because it’s different, very different content. And also the way we explain things, like in the terms that we’re using, if we’re going from people who were like at ground zero versus are looking to optimize and also I feel like the the yeah just the the actual content of what we’re saying like someone who’s looking to optimize like if I’m like well like meal prep you know if they’re kind of like all right you know like I need to go like one level deeper and be like okay you know start to talk yeah just go go a little bit deeper so um and then you mentioned in your form that you don’t think competitors fully understand the user and I was curious why Yeah, so [Lee Schmidt]: that kind of goes back to my perceived gap in the products that are out there. Using YNAB as an example, I’m on Read.AI all the time, on the subreddits for all of my competitors and the number one reason people switch from YNAB is it’s just too complicated and they’ve been around for so And they’re extremely profitable. They haven’t released any significant updates to the product. So it’s like either they don’t care or they don’t understand what the customers want. And then on the flip side, Copilot, for example, they’ve got this really aesthetic app. That’s the number one reason I hear that people use it. Because it looks nice. And I guess that works to a certain extent, but people from YNAB aren’t going to stop using YNAB because it’s too hard to use, but then go use something else because it’s aesthetic. So that’s where I feel like none of our competitors understand the user in this holistic sense. Otherwise, I feel like we would have seen a product maximizes both utility and aesthetics and ease of use, and it just hasn’t happened yet. So that’s kind of what we’re aiming for, because I think that’s what ultimately understanding the user is, is that. [Grace Lemire]: Right, it’s finding a balance between those. Okay, that’s good to know. Let’s hop over there, I’m not sure I was just going to let me X out of here and grab the link before I leave soon. Okay. I will see you guys over in the Google Meet. We’ll hop over there. [Lee Schmidt]: Oh, it’s in chat here. Yeah. Let me grab it in case I get kicked out here. [UNKNOWN_SPEAKER]: Cool. [Grace Lemire]: Let me see before I get booted. Let me grab it and make sure I’m good. [UNKNOWN_SPEAKER]: Okay, cool. [Grace Lemire]: I’ll see you over in Google Meet. [Lee Schmidt]: Okay. See you guys.