So one of the things I would do is I wouldn't look to do just one strategic alliance, I would probably have three or four, and I might cut them on demographic, I might cut them on specific age group, I might cut them on more specific niche within the niche, you know so can I think of an example of that one for example, "babies", if I am producing a baby product, obviously I'm producing, I know safe sample sun shield- a baby visor so obviously it's a completely ideal example, guys that's why you could hear me pause and stuff because I am literally trying to think of something that is relevant. I haven't come to this pre-rehearsed. So the key point is this if I get a sun visor shield yeah, I can obviously do that for little boys, I could do that for little girls, I can also do that for under 3s, and also I might do that for 3 plus, I might do that in a pram, I might do that out of the pram yeah so some sense that there's a number of ways you can cut that audience based on obviously demographics and clearly influencers will have different audience bases within those different splits yeah, or slice if you like, in segments. Yeah, So, I look to see how I could partner with each of the people that were relevant within the segments. And then I would worked with them collaboratively because you definitely want to have their voice and their opinion. But yes, ultimately, there has to be an understanding that this is your business and you're gonna call the final shots. Yeah. Now they may work at whatever you share and clearly that would be clearly that has to be with them or what's in it for them, a component without question around the whole thing. So, there has to be some kind of either payment or it could be a percentage share on profits, it could be a promotional split. It could be many, many, there are many flavours.