Thank you, everyone, for joining. My name is Ron Josey. I cover the Internet sector here at Citi. And, look. I'm excited to have with us today, Mark Douglas.
Mark and I, we've known each other now for three, four, maybe five years or whatever. And so you're the cofounder, president of of of Mountain M and T N. And, you know, we'll we'll start this process here. Just a quick overview. Mountain's a performance.
We call it a PTV, but performance connected TV ad platform. Yeah. 93% correct me if I'm wrong, Mark Mark. 93 of the advertisers on Mountain are new to t ad or TV advertisers.
9097% as of the end of, q two.
Perfect.
Yeah.
97%. And I believe the customer base grew by 85%.
Yeah. Year over year.
So so to say there's demand is maybe an understatement. Right? Like, so we're a lot of benefit. So with that, Mark, welcome. Thanks for coming.
We're excited to have you here. So we're we're a few months post IPO, which is which is pretty exciting. What what I wanted to do is is maybe take a step back
and just You know you know, our IPO was the weekend before Memorial Day.
Oh, that's funny.
Here we are the weekend after Labor Day.
I'll never forget that.
That's how you bookend things.
That's great. Well well, let's, talk to us about your background
Sure.
First and foremost as we get into this. So so would love to hear more about your background, about the opportunity of performance TV overall. And then, you know, when you think about the value prop for advertisers, you know, how how does Mountain differentiate itself?
Sure. So in terms of my personal background, I'm a self taught programmer. I actually grew up in New York City, taught myself to code while I was growing up. And so within Mountain, I spend at least 80% of my time kinda on product and focusing on customer needs, product. The nice thing is anything that we think of, talk about, I'm cape I I don't have time to code it myself anymore, but I'm capable of coding it myself.
So it kinda gives us, you know, kinda, I think, more ambition.
Makes you a little dangerous too.
Yeah.
You know it can be done. So
Exactly. And so so and I was at Oracle working with Marc Benioff, Larry Ellison in the early days, and I was they've done a series of startups. Was at eHarmony Mhmm. When eHarmony, you know, kinda grew, and it was match.com and eHarmony back in those days. So I've been through a number of things.
And now we're focused on connected TV advertising, but specifically for performance advertisers. So essentially, small, mid sized ecommerce companies, travel brands, subscription service. Basically, the brands that previously did most of their marketing investment on search and social, but weren't didn't have access to TV. And the interesting thing about to finish answering your question, about television, I think that's, like, just I I think it's intuitive, but people don't really think about. The largest consumer engagement platform in the world is television.
So more people watch TV a day than use social media. The numbers, I think, for TV are about 5,500,000,000 daily users watch TV. Social's in, like, 3,800,000,000.
Yeah.
Yeah.
And so you have this incredibly large consumer engagement platform that has been really under monetized because the large media companies, the Disney's and others, instead, they focused almost entirely on about, you know, maybe a a thousand large global brands and have entirely ignored kind of the mid sized brands, the smaller brands that are really the big growth drivers in the world and are gonna drive the growth in this industry. So we saw connected television that so let's say, what was the reason for that? Well, it was really old technology. We're brought literally broadcasting out a signal.
Yeah.
With the advent to connect to TV, we saw an opportunity to say, okay. Now this is a true digital platform. So we can instead of having this under monetized media platform, which is television, we can now start to bring in thousands and then tens of thousand, eventually hundreds of thousands of smaller and midsized brands and really fully monetize that and build scale, and that's what the company is doing.
And and so let let's talk a little bit about the change in industry from the thousand advertisers to now the SMBs overall.
Yeah.
The the unlock event was the the technology that allowed it. Right?
Exactly.
And so talk to us about where we are in that sort of transition, if you will. I don't know you can call it a transition anymore, just given I think streaming now is is has overtaken linear here in The US.
Right. Yeah.
So so tell us where where we think we are in the transition, not from a consumer perspective, but from an advertiser perspective.
Right. So the the advertisers, they, so well, we'll talk specifically about the SMB opportunity. So when we first entered the market, the first thing you have kind when I say small midsize, I'm talking, like, brands like ThirdLove or Western Governors University or the the you know, just just tons of emerging or or mid sized brands that, again, were entirely focused on search and social. And by the way, don't want to be. They don't wanna be like, have all their eggs in the meta basket or the Google basket.
They want their marketing to be diversified True. Because they're relying on these platforms to help drive their growth, and so the ability to then bring TV in the mix. So what did they need? Well, one is the streaming the TV ad is the easiest part of what we do. The hardest part is determining who to stream it to, right?
These are our customers, when they come on board on our platform, they average, the initial spend averages, I think it's right now, $28,000 a month. So they're not spend they're not coming on a platform spending millions. So that money has to be really super targeted at who their next customer is going to be. So we had to build out the entire targeting platform. 97% of our customers are first time advertisers.
They don't have TV ads when we meet them. So we had to build out a way for them to get TV commercials at a very reasonable cost, and we call that quick frame. The and and we talked about on our last earnings call, we're about to launch some AI tools. Yeah. They're they're it they're compelling.
Like, it's it's incredible, actually, what you what what the generative AI model is capable of doing right now. So we had to help them with the TV commercials. 97% of our no. About 92% of our customers don't use an agency, so we had to give them a full self serve platform that they can understand that gives them, know, kind of they can come on to they don't we don't need a big services team to help support them, that they can feel comfortable watching their first TV campaigns and then more campaigns and increasing their budget. So the self serve platform, the creative tools, the targeting technology, all the reporting, how do we measure what the impact of these campaigns are?
So all of that plus more had to be built out, plus the actual bidding platform to to actually stream its TV commercials, which I I think most people tend to focus on, but ironically is the easiest part of what we do is actually like streaming a TV ad. The even but even that is at significant scale. We have when we started, we saw about a 100,000 TV commercials a second that we could buy, that we could bid on. As of this this month, that'll cross 4,000,000 a second. So all the technology that basically, again, bid on that, decide when to bid, who to bid, how often, yeah, how often should this consumer see the commercial, how are they responding, should we should the customer it's just like a whole tech stack made this possible.
That that a
100% I told you I spent a lot of time on tech. You shouldn't ask me a question.
I I I'll just keep going on and on.
I I think that's what makes it differentiated, to be to be completely honest here. So so let's talk about that 4,000,000,000 number
Yeah.
Because I I think
4,000,000.
It's a 4,000,000.
That's that billion. Sorry. The Per second.
Per second. Right. That's a tremendous amount of supply Yeah. That that the system is seeing that needs to be targeted to where I I wanna understand about the the inventory and supply that you have. And so I I think Mountain works with about 150 plus or so networks directly.
Yeah. And it's fifteen to thirty second spots Yes. If I have that correct?
Yeah. These are truly TV commercials while you're watching your favorite shows on television.
And and so talk to Including
live sports now.
Including. And and also maybe Netflix later this week?
Netflix should we Netflix is not really fully in the market in programmatically, but I think in q one, q two ish, they'll be ready and will be ready.
Interesting. That that's exciting.
Yeah.
So I I would love to hear more just about your content relationship.
Sure.
Specifically, you know, how you created the how you built these relationships, these 150 plus networks, and and allow you to offer that type of inventory to your advertisers?
So there in terms of CTV, the way it works, there's three ways for to to acquire inventory. Meaning, you're watching a TV show and there's block of ads, thirty second generally, second commercials. How do those get bought? So one way is you're a very large brand. You have an agency, and they go and negotiate a deal Right.
Directly within network. And people think of that as like an upfront. And even though this is now streaming rather than linear, that process remains largely unchanged. The second way is you can just buy an open market, meaning what this 4,000,000 ads a second available. I'm just gonna jump in there through some type of DSP platform and go buy that.
And that's, know, a lot of what Trade Desk does. The third way is you do direct deals with the streaming networks, but to programmatically buy that inventory so you can do it with pinpoint accuracy. And that's how Mountain does it. So we have negotiated deals with pretty much every ad supported streaming network in America. So that includes, you know, Disney, Warner Bros HBO Max, Paramount, all of them.
The and then we also have deals with the TV manufacturers, Samsung, LG. They all and then peep everyone's probably heard of fast networks. We have deals with pretty much every fast network. And then those deals, because 97¢ out of every dollar spent on our platform is net new revenue into the industry. We have negotiated deals that represent the volume we're bringing and that this is literally that network's growth channel.
So we're essentially almost becoming like a walled garden around the entire TV industry where we are bringing new consumers in the market. I like to say that the this this market is a lot like the job mark. Like, most of new jobs in America come from small business. Right. Well, most of the new revenue in this industry is gonna come from small business, and Mound is doing that scale.
So that makes us almost like the growth channel for every streaming network. And and those, are through negotiated deals that bear add add pricing that's very fair to both parties.
And and are these negotiated deals? Are these longer term in nature, shorter term in nature? Or or
They're not get they're not like an upfront, like a guarantee. In other words, we forecast I mean, it's really easy, especially now because I just look at our numbers. But we say, you know, we're forecasting that we're gonna grow we can grow our spend this much. And based on that, these are the terms that we're looking for, and the network agrees to that. There's no like, if we didn't spend as much as we were forecasting, we get penalized or anything like that because the numbers just keep increasing.
Got it. So there's no there's the it's a it's pretty friendly, but it's more of a nature of this pricing will likely generate this much demand from the customer base.
Yep. That and we're gonna get in the customer base in a second. While while we're talking a little bit about the inventory and the tech, talk to us about the measurement tools, like the capabilities to really target myself or whomever that's watching live sports or or whatever.
Yeah. So the the for the targeting, AI has helped, obviously, a lot. So one two years ago, our customers would come into our platform, and they would describe who their customer is. And then we use that to kind of as a profile to then find that using a lot of data, a lot of retail media data at this point, third party data. We use that in order to then say, okay.
This is the consumer looking for. Let's use all this data to find them. Now we tell them who their customer is who using generative AI. And so we give them a profile of who their their consumer is often kind of it's unbiased. Right?
It's just like based on every all publicly information public information value brand and products, this is who would buy, and these are the other types of products they would likely buy. And that that profile then goes in machine learning models against really vast pools of data. And in that regard, they all performance platforms do that. In other words, Meta does the same thing. Google.
Especially Meta, Google a little less because they have search terms. And so that then helps us to find the consumer. Again, that's the critical piece of what we do. Then connecting with the TV ad. We actually call it mountain match, because I like to say we're matching consumers with brands.
Right? And then the and the TV ad is the means to make that match. And then from there, we measure it. And so we measure it, basically, you're watching TV, you're watching, you know, a show on ESPN. You pull out while you're watching, you get streamed thirty second commercial.
You like what you see, you pull out your phone, tablet, computer, and go visit that brand. We have tracking pixels live
Okay.
With our entire customer base in order to measure, you know, the ad stream that 08:15. They visit your brand at 08:20. They went on to purchase a day later. We we we see all of that.
That's
And and that and all performance platforms do that. I don't actually cons it's a differentiator in the TV industry because we're the first company to do this largest still because we're entirely focused on performance marketing. The the largest still the only, but but, like, all performance platforms measure what the impact yeah. Pixels measure what what how the consumer respond, and that's critical to these to our customers.
Yep. That that makes a lot of sense. Let let let's talk about your customers here. The 97%
Yeah.
Right, that that are first time TV advertisers. You talked about SMBs. I would love to hear just, what does the average advertiser look like on the platform?
Yeah.
Walk me through the the process.
Then we have very specific, I want to understand we lowered minimums. I think we have some self-service here. There's a lot to to go through, but talk to us just about the average advertiser part.
So so, generally, the person is, a marketer or VP of digital marketing or director of digital marketing in an ecommerce brand. The it's it's largely direct to consumer brands. We have started to work also with b two b brands, but it's almost an it's it's it's than, I think, 86%. It's direct to consumer brands. And they are looking for a way to expand their marketing beyond search and social.
They use email for retention marketing, meaning to get try you already bought from them, they wanted you to buy again, so they'll send you 20% off this literally this weekend. You probably got tons of emails.
And now you get them in text messages.
Yeah. In text, and and you and it's hard to stop them in text messages.
Yeah.
The the but the core of that, they don't the the I think a lot of people think of the advertising business as people wanna buy ads. And when you're a big global brand, that is the case. But when you're a direct to consumer brand, you don't wanna buy an ad.
What you're trying to buy is consumers that potentially gonna be interested in what you what you're offering. Right? And so, like, you don't pick up the phone and say, Google, I wanna buy ads from you. You say, I wanna get traffic from you that's gonna be interested in my product, and then use keywords to describe what would they would be interested. So at Mountain, again, they're looking for that traffic, and it's that direct to consumer brand who, again, was cut off from television.
It's like, don't have the the, you know, I don't have the budget. I don't have an agency. I don't nor do I want an agency because they're slow and expensive. I don't have TV ads, but I really want to get my brand onto a bigger screen against not just user generated content on, like, Instagram, but against professionally created content. Like, I wanna advertise on an NFL game. I wanna I hear live sports constantly.
Yeah.
Or I wanna be on White Lotus on HBO Max for for the people who have the ad supported version and stuff like that. So the the but it's that same type of performance marketer within that direct to consumer brand that becomes a Mountain customer and adds us into their marketing mix.
And so talk to us about how this and so the direct to is a key part, I think, having a direct relationship with the brand. Talk to us about awareness of Mountain. So how does that marketer, the VP or or, you know, someone who's in charge of digital marketing, how do they how do they know about Mountain? Question one.
Yeah.
And and maybe a secondary question, Post IPO, have you seen any benefits from just sort of, oh my god. I've heard about Mountain Next, you know, all over the place now. And, you know, any benefits post IPO?
Yeah. So, about 77% of our revenues is inbound. So three years ago, roughly three years ago or three and a half years ago, about 2% of our revenue was inbound. So 98% of our revenue was someone on our sales team sending you emails saying, hey. Did you know you could you your brand could be on, you know, all these TV networks and drive your next purchases and stuff like that.
Now 77% come to us, and that percentage is still growing. We think our goal the my head of marketing is actually in the room. So his goal I'll say his goal, not my goal. His his to get that to 99%. It's inbound.
So how we do that is pretty simple. We actually use our own platform. So Mountain actually streams Mountain TV commercials into the homes of our future customers into in front of marketers in The US and just shows them what's possible on TV while they're watching TV. And then they go to our website. They can just like they can create a Google AdWords account or a meta ad meta ad platform account, they can create a mountain performance TV account and become a customer.
Sales cycle averages nineteen days Yep. From the time they, you know, see an ad, come to our website. And from time they come to our website, they're on average a customer within nineteen days, and they go live within about thirty nine days. And the and within that thirty nine day cycle, the vast majority is that just them getting a TV commercial. So that's short that we expect that to shorten also.
And and I think you hit nail on the head. Before, you know, they couldn't do TV because it was no budget, no agency, no creative, and now a lot of a lot of that is sold from what the team is doing here.
Yeah. And even a lot of bigger brands now are like, why would I want to spend months with an agency when some of the creative tools we have with QuickFrame, I've seen some very big brands, like, create commercials, like, in really short periods of time because they don't wanna spend months and a lot of money doing that either.
So one of the things that I found really interesting throughout this whole process Yeah. Getting to know you over all these years is the threat the minimum thresholds
Yeah.
Of advertising amount have been coming down, and that's eliminating or removing a lot of barriers to entry. So Mark, talk to us about the where we are in minimum thresholds, the decision to lower them, where do we go from here? Would love your thoughts.
Sure. So the way to think about it is you mentioned oops, sorry. You mentioned early that demand doesn't seem to be too much of a problem. So we're growing pretty consistently about 35% quarter. Our guidance is lower, but the the because we wanna be conservative.
But the we grew 35% quarter over year last quarter before that, you know, numbers that were in that range, I think a bit higher. If anything, we're holding back demands. And the reason for that is the smaller the brand, the harder it is to find their consumer.
Yeah.
Okay? So the key to our growth is not like hiring a lot of salespeople or anything like that, is the targeting and measurement technology. So if they come on board and they bring a marketing budget, how accurately can we identify their consumer? Because if we can really pinpoint their consumer, then putting the right ad creative in front of them so they'll go and visit that brand and hopefully purchase. Again, I keep saying, like, streaming the ad is the easy part.
Right? It's finding that consumer. So we actually the main driver of our growth is the targeting technology. So it's also almost I think about 40% of our headcount is engineering, and that keep that's actually increasing. And it's just the a large portion of that is the investment in the targeting technology.
And so that's what's really, you know, critical in that growth story. I'm not sure I answered
your I think you I mean, so we talked about how diff how can how the barriers to entry for regular TV and then the targeting is what's bringing people on. Right. But then we did lower minimum thresholds.
Right. So so now correlating that. So as we keep investing in targeting, that enables the pinpoint accuracy of finding that target consumer and gets better and better and better, which does two things. One is allows us to lower our minimums because we can allow smaller and smaller customers to take advantage of the platform. And two, we can literally just keep opening up our marketing so we bring customers on faster and faster.
Yeah. So it's a very different profile from you think most b to b companies where the growth is driven by, like, a heavy investment in sales, and it's often unprofitable. I think we've been profitable with something like 24 out of the last 27 quarters. The the this is like technology, technology, technology. It drives small and smaller business, which which allows us to grow faster.
And that's why our customer count, the customer growth rate grew 85% year over year.
That was a big number. And so maybe last one, a few more, but just would love to hear your thoughts on how budgets evolve on the platform, but also for the audience insights on net run retention rates, like revenue retention rates, where I think we've talked about in the past.
Yeah. So budgets grow. A customer comes on board, and they normally come on board for a three month trial. And that all performance marketers essentially have a trial budget that they're always looking for, like, the next big thing. And again, if we go all the way back to the beginning of our conversation, television is the largest consumer engagement platform in the world, period.
And so and but you have the vast majority of the SMB market has been not taking advantage of that. It's just been you know, whenever anyone talks about television advertising, they talk about, you know, the big Super Bowl ad, wherever it is. It's also in you know, one thing about TV also, like, I I just it was a holiday weekend. I went travel.
Where'd you go?
I went to Dominican Republic.
Fun.
Yeah. And there's and I did you know, I while you're traveling, you want to be entertained. Right?
So besides the beach and all that kind of stuff, you know, watch some TV. There was no point in the vacation that I said to my girlfriend, Hey, why don't we watch some YouTube together? Right? It just doesn't happen. YouTube plays a big role.
Instagram plays a big role. All these is effectively entertainment platforms. But still, the, like, the entertainment medium that you're gonna do together is television. You're not gonna, like, turn your phone on and crowd around your phone or tablet. You're going to watch, like, this new what's the new show that on Netflix or what's the new show on HBO Max or whatever.
And so it's just a very different medium. And, again, it's why brands wanna be connected to, like, that kind of experience with the consumers really paying attention. So, again, if you make that to really precise targeting technology where that that that while they're watching, they're seeing the right brand
Yep.
That, you know, that's gonna produce, you know, can a really good result. And so going back to your question, they come on board. They have a test budget. They the trial averages three months. It's not contractual.
You don't sign contracts with Meta or Google. You just come on, create a nonperformance CV account, get going, launch your campaigns. If you're seeing good performance, then you're gonna spend more.
Sure.
If the performance is okay, you're you're probably
Fine tune, maybe.
Yeah. Well, yeah. Actually, you're right. They're gonna fine tune and and really try to make this work. The nice thing about our customers is they really want you know, like, they they're committed.
They want they really want this to work. Net retention rates are a 112%.
And that's after the trial? Right. So you do the trial for three months, and then once you're on, you go, and that's, say, 28,000 a month on average Go
on average. Whatever. Yeah. So some customers will really scale their budgets. Some will keep it about the same.
But the goal is they keep increasing. And then we keep investing in technology to give them more and more reasons. We have a pretty big product road map. I mentioned on our earnings call, we have some product at least one product we're announcing this month, which is just an expansion of what we are currently doing. So we in order to help those customers continue to expand, we keep investing in Sure.
The performance tech and other tools to make that possible.
Let's get to product in a second. We get the question all the time, how is Mountain different than, say, a trade desk, for example?
Yeah.
So would love your thoughts on if there's any customer overlap. I think you mentioned Trade Desk earlier in our conversation, but, you know, you know, any any insights on that?
Yeah. I mean, Trade Desk services an entirely different segment of the market. So I've known Jeff Green. I've known Trade Desk for quite a while, actually. They've been focused on those large global brands.
So their their customer are generally large agencies. And providing them, those agencies, a platform to service the needs of those large brands. Those large brands, our customer and their customer just looks very different. So the larger brands tend to be focused more on reach and frequency, just kind of brand building over a longer period of time. They can afford to allocate that budget without having necessarily much direct measurement against the benefit.
Our customer, they they expect to see a return within the same month.
Right. They're small business.
Literally, usually, the the what we call the attribution windows, meaning I spend and when did I see the return, they default to fourteen days. So it's not like you're gonna spend for the year and then do a brand survey a year later
Right.
And see how lift your brand. This is I'm spending right now within fourteen days on average. I wanna see how much more revenue that drove to my business, and then I wanna compare that to Meta and Google.
Sure.
Right?
So we really think our our competitor are other performance platforms, which is actually great because the customers are willing to move budget. They're willing to they wanna be just like investors wanna have a diversified portfolio. Our customers wanna have a diversified marketing portfolio. They want to be spending on email, search, social, performance TV, Amazon search. You know, they want they that in order to grow their business.
So So we're gonna open up to questions. Just one last one for me, and then we'll open up so get your questions ready. We sort of danced around this, but definitely wanna talk about QuickFrame AI.
Oh, awesome.
Yeah.
Is this the product you were teasing about before? Don't don't this isn't you know?
No. It's fine. They they it's not I've I've talked about it, and I talked about CNBC, so I think it's considered public information. So the the our first way of tackling the problem of our customers don't have TV commercials Yep. We bought a company called Quick Frame 12/31/2021.
Quick Frame is a network of about 5,000 independent creators who our customers can get matched with. So it's like Uber for creative. You come on board and you say, I need I need creative, and we match you with the creator, and then they build creative for you for between generally 2 to $5,000. They do it for search and so for not search, for social also. So for Instagram, TikTok, and Mountain.
You can pick any combination that you want. And obviously, with AI, that's an opportunity. We're about to release QuickFrame AI. I'm really excited about it. And the the creative I'm seeing out of it is kind of astonishing.
The what what some of these generative models we're partnered with Google on it. They what some of the models are capable of doing, like, is incredible.
But Google Google VO or the models?
Google VO. Yeah. So v o three. But enabling an average, like, kind of person to get back incredible output out of it is hard.
Yeah.
So that's that's creating part of value. We're also bringing our creative network. So you can go in the the AI platform, and you can do it yourself, or you can hire a professional for a few $100, and they will basically help create AI commercials for you. So we're pretty excited about that.
Timing for that? This is sometime in the back half of this year?
It's it's it's early in q one at the latest. Okay. Q four, I'm sorry.
Okay.
Q seven at the latest and possibly even this month.
Any any questions from the audience?
Yes.
There there's a mic there if you wanna
Yeah. And I can hear you.
But Yeah. We can hear you too. But yeah.
Yeah. So we call in performance marketing, we call that share wallet. There tends to be this people tend to be obsessed with CPMs in advertising, but especially in the TV industry. But Google and Meta are not obsessed with CPMs. They're obsessed with share of wallet.
What percentage of the marketing budget are they getting? Meta, we believe, has the highest share of wallet in the industry, somewhere just below 25%. So meaning company that percentage of the whole marketing budget is going to Meta. Google, we think, is actually roughly in the 17%. Mountain is in the low teens, like, on average with our customers.
So the like, 12 to 14. And by the way, I think you asked a quite lightly allude to, has anything changed since the IPO? It's easier to get that percentage up. Because remember, the customer is not allocating expenses in their mind. They're allocating revenue.
Yep.
They're saying what percentage of my revenue is gonna come from Meta? What percentage is gonna come from Google? What percentage is gonna come from Mountain? So if they we want that percentage to be higher.
They have to have a lot of confidence that we're stable and we're growing and that they can count on us. So that's the big thing. We it's it's becoming easier to increase that share of wallet for us.
That's great. That that big breaking barriers is helpful. Any other questions? We have maybe a few more seconds. Yes.
I just wanna piggyback on this. How are the new advertisers doing? You talk about share of revenue. Are you seeing your customers grow revenue, or are they just kinda small and stagnant and trying to see growth again?
Yeah. The the our goal we we are. So they but that's that I wouldn't say that has changed. That's been something consistent. We kinda track it that a customer comes on board.
They do a three month trial. They incrementally increase budget. Then they go a site do a cycle of validation. So if you track if you follow performance marketing, you probably have heard, like, incrementality or mixed media modeling or multi touch attribution. So the customer kinda does three months.
They keep spending, but then they're like, before we increase them further, we wanna do some validation. And we provide some of those validation tools, plus we're partnered with a lot of other companies on that. So our Meta, Google, all performance platforms do that. And then we see their spend peak at about ten months into the relationship. One of our things we're focusing on right now is a shorten of ten months.
We think if we can get them ramped faster by they can increase their performance faster during the trial and then get them through the validation phase. By the way, this is not explicit. It's just kind it's not like we write you know, we hand them a contract and say, at month four, you're gonna do validation. It's just kinda how it works. If we can get them through that phase faster, then we can get them that we can bring that ten months down, and that would have a very positive yeah.
It would be it would add a growth driver to our business.
Makes a lot of sense. With that, I think we are in overtime. So, Mark, thank you very much. Congrats on all the success so far, and here's to more.
Thanks. Appreciate it.
Thank you.