How to Start a Product Management Assistance Business

Starting a product management assistance business requires understanding the key steps and strategies to effectively launch and succeed in the market. By following a carefully planned business concept, aspiring entrepreneurs can tap into the growing demand for product management support and offer valuable services to businesses in need.

Key Takeaways:

  • Starting a product management assistance business involves understanding the product management process and skills needed for success.
  • A well-defined business concept is essential to tap into the demand for product management support.
  • The key steps to launch and succeed in the market require effective stakeholder management, team empowerment, and data-driven decision-making.
  • Building a customer-centric approach and understanding the evolving landscape of product management are crucial for long-term success.
  • By offering valuable product management assistance services, entrepreneurs can thrive in the market and contribute to the success of other businesses.

The Role of a Product Manager

Product managers play a vital role in overseeing the strategic direction and execution of a product. Their responsibilities go beyond solely focusing on the product itself. They also delve into understanding the business operations of their target customers and the outcomes they aim to achieve. By bridging the gap between customer needs and organizational goals, product managers are pivotal in driving success.

Product managers take on various responsibilities to ensure the product’s success and customer satisfaction. These can include:

  • Market Research: Product managers conduct thorough market research to understand customer preferences, market trends, and competitive landscapes. This information helps guide product development strategies and ensures the product aligns with market demands.
  • Defining Product Strategy: Product managers establish the product vision and strategy, outlining the key objectives and goals. They align these with the broader business objectives to drive overall growth and success.
  • Customer Understanding: Product managers deeply immerse themselves in understanding customer needs, pain points, and behaviors. This customer-centric approach helps shape product features and improvements that deliver exceptional customer outcomes.
  • Collaboration with Cross-Functional Teams: Product managers collaborate closely with various teams such as engineering, design, marketing, and sales to ensure smooth product development, launch, and ongoing improvements.
  • Product Roadmapping: Product managers create and maintain product roadmaps that outline the key milestones, deliverables, and timelines. These roadmaps serve as guiding documents throughout the product’s lifecycle.
  • Requirements Gathering and Prioritization: Product managers collect and prioritize requirements from different stakeholders, aligning them with the product roadmap and customer needs. They make informed decisions about what features and functionalities to prioritize based on business impact and customer value.
  • Tracking and Analysis: Product managers use data and analytics to track product performance, measure key metrics, and identify areas for improvement. They analyze user feedback, market trends, and competitor insights to make data-driven decisions.

Responsibilities of a Product Manager:

Responsibilities Description
Market Research Conduct thorough research to understand customer preferences, market trends, and competition.
Product Strategy Establish the product vision and strategy, aligning with business objectives for growth.
Customer Understanding Immerse in customer insights to shape product features and improvements.
Collaboration Work closely with cross-functional teams for seamless product development and launch.
Product Roadmapping Create and maintain product roadmaps outlining milestones, deliverables, and timelines.
Requirements Gathering and Prioritization Collect and prioritize requirements based on business impact and customer value.
Tracking and Analysis Use data and analytics to track product performance and make data-driven decisions.

Types of Product Management

In the realm of product management, there are various roles that professionals can specialize in, depending on their expertise and focus. The two primary categories are technical product management and nontechnical product management. Each of these roles plays a crucial part in driving the success and effectiveness of product development. Furthermore, some product managers adopt a customer-focused approach, which involves understanding customer needs and pain points to guide product improvements. Let’s explore these different types of product management in more detail.

Technical Product Management

Technical product managers are skilled professionals who have a deep understanding of the technical aspects of product development. They possess expertise in building and developing products and play a vital role in translating technical requirements into actionable plans for product design and development teams. Technical product managers collaborate closely with engineering teams, ensuring that technical specifications align with the product vision and meet customer expectations.

Nontechnical Product Management

Nontechnical product managers focus on the strategic aspects of product management rather than the technical implementation details. They excel at customer research and market analysis, gathering insights to drive the product development process. Nontechnical product managers collaborate with cross-functional teams, including design, marketing, and sales, to define product features, positioning, and go-to-market strategies. Their expertise lies in understanding customer needs, market trends, and competitive landscapes to shape the product’s direction and ensure its success.

Customer-Focused Product Management

A customer-focused approach in product management places the customer at the center of decision-making and product development processes. Product managers adopting this approach prioritize understanding customer needs, pain points, and desired outcomes. They take a data-driven approach, utilizing user research, feedback, and market insights to drive decision-making and guide product improvements. By continuously aligning the product with customer expectations, these product managers create value and enhance customer satisfaction.

The Product Management Process

The product management process is a strategic approach that guides product managers through the various stages of bringing a product from conception to market. This process encompasses essential steps such as market research, design, development, launch, and continuous improvement.

Product managers play a crucial role in this process by gathering valuable insights from customers, defining the problem their product solves, and collaborating with stakeholders to brainstorm innovative solutions. They then create a detailed product roadmap that outlines the key milestones and features required for success. The product management process can be summarized as follows:

  1. Market Research: Product managers conduct thorough market research to understand customer needs, identify market trends, and analyze competition.
  2. Design: Based on research findings, product managers collaborate with designers to create wireframes, prototypes, and user interfaces that align with customer expectations.
  3. Development: Once the design is finalized, product managers work closely with developers, engineers, and cross-functional teams to build and test the product.
  4. Launch: Product managers oversee the successful launch of the product, coordinating marketing campaigns, pricing strategies, and distribution channels.
  5. Improve: After the product is launched, product managers continuously monitor user feedback, gather data on user behavior, and make strategic improvements to enhance the product’s performance and meet evolving customer needs.

This iterative process ensures that products are designed, developed, and launched in a way that maximizes value for both the customer and the business. By embracing an agile mindset and leveraging data-driven insights, product managers can steer product development in the right direction and achieve long-term success.

Below is an example of a product roadmap that outlines the different stages of the product management process:

Stage Description
Market Research Conduct market analysis and customer research to identify opportunities and validate product ideas.
Design Create wireframes and prototypes, collaborate with designers and user experience experts to refine the product’s design.
Development Work closely with developers and engineers to build, test, and iterate on the product.
Launch Plan and execute a successful product launch, including marketing campaigns, pricing strategies, and distribution plans.
Improvement Continuously gather user feedback and data to inform future updates and enhancements to the product.

Benefits of the Product Management Process

The product management process offers several benefits for both product managers and organizations. Some key advantages include:

  • Clear Direction: The process provides a structured framework for product managers to define and execute the product’s vision, ensuring alignment with customer needs and business goals.
  • Efficient Resource Allocation: By conducting thorough market research and prioritizing features based on customer value, the process helps optimize resource allocation and minimize waste.
  • Continuous Improvement: The iterative nature of the process allows for ongoing enhancements and adaptations to deliver a more refined and competitive product.
  • Customer-Centric Approach: By focusing on customer research and feedback, the process ensures that products meet customers’ evolving needs and preferences.
  • Increased Success Rate: Following a well-defined process increases the chances of launching successful products by minimizing risks and incorporating customer feedback from the early stages.

The product management process helps product managers navigate the complex journey of bringing a product to market, empowering them to make informed decisions, deliver value to customers, and drive business growth.

The Role of Product Manager vs. Project Manager

Product management and project management are two distinct roles within an organization, each with its own set of responsibilities. While both roles contribute to the successful completion of a project, their focus and areas of expertise differ.

Product Managers:

A product manager is responsible for setting the vision and goals for a product. They collaborate with stakeholders to understand market needs, define product requirements, and develop a roadmap. Product managers conduct market research, gather customer feedback, and analyze market trends to ensure the product meets both customer and business objectives.

Project Managers:

On the other hand, project managers are responsible for the execution of specific tasks related to product development. They manage resources, timelines, and budgets to ensure the project is completed on time and within budget. Project managers coordinate cross-functional teams, communicate project progress, and mitigate risks to ensure a smooth project delivery.

Differences in Roles and Responsibilities

While product managers and project managers work together to achieve project success, their roles and responsibilities differ in several key areas:

Product Manager Project Manager
Defines the product vision and goals Manages resources, timelines, and budgets
Conducts market research and gathers customer feedback Coordinates cross-functional teams
Develops product roadmap and determines feature prioritization Ensures project milestones are met
Collaborates with stakeholders to align product strategy Communicates project progress and mitigates risks

Understanding the distinction between the roles of product managers and project managers is crucial for effective product development. While product managers focus on setting the vision and goals for a product, project managers ensure the project is executed efficiently and on schedule. By working together, these roles contribute to the successful delivery of high-quality products that meet customer needs.

The Role of Program Manager vs. Product Manager

Program management and product management are both essential for successful product development, but they have distinct focuses and responsibilities. While product managers concentrate on the customer-centric aspects and vision for a product, program managers play a key role in aligning various parts of an organization to achieve the goals set by product managers. Let’s explore the differences between these two roles and how they contribute to the overall success of a product.

Product Manager:

A product manager serves as the driving force behind a product, working closely with cross-functional teams to ensure its successful development and launch. Their primary focus is to align the product’s features, roadmap, and overall strategy with the needs and desires of the target market. Product managers are responsible for conducting market research, defining product requirements, prioritizing features, and collaborating with engineering, design, and marketing teams to deliver a valuable product to customers.

Program Manager:

On the other hand, program managers take a more tactical view across the organization, ensuring alignment and coordination between various departments and teams involved in delivering a product. They collaborate with product managers, engineers, designers, and other stakeholders to establish shared goals, manage dependencies, allocate resources, and monitor progress. Program managers are responsible for addressing potential risks and obstacles, ensuring timely delivery, and maintaining effective communication between teams.

By aligning the efforts of different teams, a program manager helps create an environment where product managers can focus on driving innovation and delivering value to customers, while still meeting the organizational goals and objectives.

Program Manager vs. Product Manager: Key Differences

Aspect Program Manager Product Manager
Focus Organizational alignment Customer-centric product development
Responsibilities Coordinating teams, managing dependencies, mitigating risks Defining product vision, prioritizing features, collaborating with cross-functional teams
Perspective Tactical, holistic view across the organization Strategic, customer-focused view
Objective Alignment and coordination for successful product delivery Creating and delivering valuable products to customers

Essential Skills for Product Managers

Successful product managers possess a range of skills that are crucial for their role in driving product development and achieving business objectives. These skills enable product managers to effectively navigate complex challenges and influence the direction of their products. Here are some essential skills that every product manager should have:

1. Strategic Thinking

Product managers need strategic thinking abilities to define a clear product vision and set goals that align with the company’s strategic objectives. This skill involves analyzing market trends, understanding customer needs, and identifying opportunities for product innovation and differentiation. By thinking strategically, product managers can make informed decisions that drive the success of their products.

2. Influence and Stakeholder Management

Being able to influence and align stakeholders is a crucial skill for product managers. They must effectively communicate their product vision, gain buy-in from executives, collaborate with cross-functional teams, and manage conflicting priorities. By building strong relationships and using their influence, product managers can ensure that all stakeholders are aligned and supportive of the product’s direction.

3. Communication

Effective communication is essential for product managers to convey their ideas, collaborate with team members, and gather feedback from customers and stakeholders. Product managers should possess strong written and verbal communication skills to facilitate clear and concise communication, ensuring that everyone is on the same page regarding product goals, features, and timelines.

4. Problem-Solving

Product managers encounter various challenges throughout the product development lifecycle. They need strong problem-solving skills to analyze complex problems, identify root causes, and devise creative solutions. By applying critical thinking and problem-solving techniques, product managers can overcome obstacles and find innovative ways to deliver value to customers.

5. Decision-Making

Product managers make numerous decisions on a daily basis, ranging from prioritizing features to allocating resources. They need strong decision-making skills to assess trade-offs, analyze data and market insights, and make informed choices that align with the product’s vision and goals. By making smart decisions, product managers can drive the success of their products and deliver value to customers.

By honing these essential skills, product managers can excel in their roles and drive the success of their products in the market.

Balancing Stakeholder Needs as a Product Manager

As a product manager, one of the key challenges is effectively managing the needs and expectations of stakeholders. Stakeholders can include internal teams, executives, customers, and other external parties who have a vested interest in the success of the product. Balancing their diverse requirements while making informed decisions is crucial for the product’s success.

To navigate this complex landscape, product managers must prioritize features and capabilities that align with the product’s vision and goals. This involves making tough decisions and trade-offs. While it may not be possible to satisfy every stakeholder’s wish, it is essential to consider their input and evaluate the impact on the product’s overall success.

The Role of Stakeholder Management

Effective stakeholder management is vital for maintaining alignment and gaining support from all parties involved. Product managers must engage in open and transparent communication, ensuring that stakeholders understand the rationale behind decisions. By clearly communicating the trade-offs and the reasoning behind prioritization, product managers can foster a sense of ownership and trust among stakeholders.

Stakeholder management also involves actively soliciting feedback and incorporating it into the decision-making process. By involving stakeholders in the product’s development and seeking their insights, product managers can build collaborative relationships and increase the chances of successful adoption.

Trade-Offs and Decision-Making

Trade-offs are inevitable in product management. Product managers must evaluate the potential impact of each decision on stakeholders, the product’s success, and the overall business goals. Trade-offs may involve prioritizing certain features over others, making resource allocation decisions, or accommodating different timeline constraints.

A well-informed decision-making process involves considering various factors, such as market demand, technical feasibility, and alignment with the product’s strategic goals. By continuously gathering data, conducting market research, and robustly analyzing options, product managers can make well-informed decisions that strike a balance between stakeholder needs and the product’s objectives.

Example of Stakeholder Trade-Off Matrix

Stakeholder Need Importance Trade-Off
Marketing Team Increase visibility through social media integration High Implement social media integration to meet marketing goals
Engineering Team Improve system performance and stability High Allocate additional resources for system optimization
Customer Support Enhance self-service functionality Medium Include self-service features in subsequent product update
Executive Team Increase revenue through new pricing model High Explore and analyze the feasibility of a new pricing model

Trade-offs can be visualized using tools like a stakeholder trade-off matrix, as shown in the example above. This matrix helps product managers assess the importance of each stakeholder’s needs, prioritize them, and allocate resources accordingly.

By maintaining a balanced approach to stakeholder management, making informed decisions, and proactively communicating trade-offs, product managers can navigate the complexities of the product development process and drive the success of their products.

Empowering Teams and Creating a Shared Vision

A critical aspect of product management is empowering teams to make their own decisions and fostering a shared vision. Product managers create a shared brain within larger teams, enabling independent decision-making and distributed responsibility. By providing the necessary context and criteria, product managers can empower their teams to make informed decisions aligned with the product’s vision and goals.

The Benefits of Team Empowerment

  • Improved creativity and innovation: When teams are empowered to make decisions, they can bring their unique perspectives and ideas to the table, leading to creative solutions and innovative approaches.
  • Increased ownership and motivation: By giving teams the authority to make decisions, they feel a sense of ownership over their work and are more motivated to contribute to the product’s success.
  • Faster decision-making: Empowered teams can make decisions more efficiently and responsively since they are closer to the frontlines of product development.
  • Enhanced collaboration and communication: When teams share a common vision, they collaborate more effectively, communicate more openly, and align their efforts towards a shared goal.

Creating a Shared Vision

Creating a shared vision is crucial for aligning teams and ensuring that everyone is working towards the same goal. A shared vision provides clarity and direction, allowing team members to make decisions that are in line with the desired outcome.

Product managers can foster a shared vision by:

  1. Sharing the product’s vision and goals: Communicate the product’s vision and goals to the team, ensuring that everyone understands and is aligned with the overarching purpose.
  2. Involving team members in the decision-making process: Encourage team members to actively contribute their ideas and insights during decision-making discussions, fostering a sense of ownership and shared responsibility.
  3. Providing regular updates and feedback: Keep the team informed of the product’s progress and provide feedback on their contributions, reinforcing the shared vision and motivating continued alignment.
  4. Celebrating achievements and milestones: Recognize and celebrate the team’s achievements and milestones, reinforcing their commitment to the shared vision and fostering a positive team culture.

By empowering teams and creating a shared vision, product managers can unlock the full potential of their teams and drive meaningful outcomes in product development.

The Importance of Context in Product Management

Product managers play a crucial role in driving successful product outcomes. To make informed decisions and set the right direction for their products, they must have a deep understanding of the context in which they operate. This includes gaining insights into customer needs, market dynamics, and the business models they are working with.

In order to effectively understand the context, product managers must invest time in immersing themselves in relevant information and data. This could involve conducting thorough customer research, analyzing market trends, and studying the competitive landscape. By being well-informed, they can make decisions that are aligned with customer understanding and market demand.

Customer understanding is particularly vital in product management. By empathizing with customers and gaining insights into their pain points and desires, product managers can develop products that truly meet their needs. This customer-centric approach not only leads to greater customer satisfaction but also drives business growth.

Another key aspect of context in product management is understanding market dynamics. Product managers need to be aware of industry trends, competitor offerings, and other external factors that can impact their products. This knowledge allows them to anticipate market shifts, identify opportunities, and make strategic decisions to stay ahead in the market.

Lastly, having a thorough understanding of the business models they are working with is essential for product managers. They need to consider factors such as the company’s revenue streams, cost structure, and overall business goals. This knowledge helps them align their product strategy with the larger business objectives and make decisions that are financially viable.

In conclusion, context is of paramount importance in product management. By understanding the context, including customer needs, market dynamics, and business models, product managers can make better-informed decisions and set the right direction for their products. This ultimately leads to successful product outcomes and drives business growth.

Key Aspects of Context in Product Management
Customer Understanding
Market Dynamics
Business Models

The Evolving Landscape of Product Management

The field of product management has experienced significant evolution over the years. As the discipline matures, various specialized roles have emerged to cater to the diverse aspects of product development. While design and engineering have successfully segmented themselves into different disciplines, product management is still defining its unique strengths and domains.

Youthful generations are entering the workforce with a specific interest in product management, fueling further innovation and shaping the future of the discipline. These individuals bring fresh perspectives and a deep understanding of technology, user experience, and market dynamics, driving the evolution of product management practices.

Product management has become a recognized and respected discipline, with organizations realizing the value of dedicated professionals who can guide and shape their product strategies. The demand for specialized product managers with expertise in areas such as data analytics, user research, and product marketing continues to grow.

As product management evolves, there is an increasing emphasis on cross-functional collaboration and the integration of product management principles across the organization. The role of a product manager extends beyond traditional boundaries, encompassing elements of leadership, business strategy, and customer-centric innovation.

Additionally, the evolving landscape of product management has paved the way for specialized roles within the discipline. These roles cater to specific areas of product development, such as technical product management, data-driven product management, and growth product management. Each specialized role brings unique skills and perspectives, contributing to the overall success of the product management function.

The Role of Specialized Product Managers

In the evolving landscape of product management, specialized roles have gained prominence, allowing organizations to leverage specialized skill sets to meet unique product challenges. These roles include:

Specialized Product Manager Description
Technical Product Manager Combines strong technical expertise with product management skills to oversee the development and delivery of technically complex products.
Data-driven Product Manager Utilizes data analysis and insights to drive product decisions, leveraging data to understand user behavior, identify trends, and optimize product performance.
Growth Product Manager Focuses on driving user acquisition, engagement, and retention, employing growth hacking techniques and experimentation to optimize product growth.
Platform Product Manager Specializes in managing platform products that provide the foundation for other products, ensuring interoperability, scalability, and ecosystem integration.

These specialized roles bring deep domain knowledge and enable organizations to address specific product challenges effectively. They collaborate closely with cross-functional teams, such as engineering, design, and marketing, to ensure the successful development, launch, and ongoing enhancement of products.

By embracing the evolving landscape of product management and recognizing the value of specialized roles, organizations can optimize their product development processes, foster innovation, and deliver exceptional products that meet the ever-changing needs of customers.

The Role of Product Manager as a Decision-Maker

As a decision-maker, a product manager plays a critical role in shaping the direction of a product. They must navigate trade-offs and make choices that align with the product’s vision and goals. Much like a politician, a product manager understands that it is impossible to satisfy everyone’s needs and must instead make the best use of available resources to achieve a larger goal.

Effective decision-making requires a clear understanding of the costs and benefits associated with each choice. Product managers need to consider factors such as market demand, technical feasibility, and resource constraints when making decisions that impact the product’s development and success.

While decision-making is crucial, product managers must also recognize the influence they have on the broader organization. Their choices can impact not only the product itself but also the stakeholders, teams, and individuals involved in its development. By taking into account the needs and perspectives of various stakeholders, product managers can make decisions that create alignment and build support.

Ultimately, the role of a product manager as a decision-maker requires a balance between analytical thinking and empathy. They must weigh trade-offs and make informed choices that drive the product’s growth and success, while also considering the impact on customers, stakeholders, and the organization as a whole.

Factor Description
Market Demand Evaluate the demand for the product in the target market and assess its potential for success.
Technical Feasibility Determine if the product can be developed with the available technology and resources.
Resource Constraints Consider the limitations in terms of budget, time, and manpower that may impact the product’s development.
User Feedback Listen to customer feedback and incorporate their insights to improve the product’s usability and features.
Competitive Landscape Analyze the competition to identify key differentiators and ensure the product remains competitive.

By carefully evaluating these factors, product managers can make well-informed decisions that drive the success of the product and satisfy the needs of both the business and its customers.

Conclusion

Starting a product management assistance business is a rewarding entrepreneurial endeavor that requires a strong foundation in product management and a customer-centric approach. By mastering the product management process, aspiring entrepreneurs can offer valuable services to businesses in need, helping them succeed in their product development efforts.

Effective stakeholder management is crucial for business success. By understanding the needs and expectations of various stakeholders, product managers can make informed decisions and prioritize features that align with the product’s vision. Clear and consistent communication with stakeholders is key to maintaining alignment and gaining support.

Empowering teams and fostering a shared vision are also important factors in building a successful product management assistance business. By creating a shared brain within the organization, product managers enable teams to make independent decisions that contribute to the product’s development. This distributed responsibility cultivates a sense of ownership and accountability, driving innovation and success.

With the right strategies and a focus on customer satisfaction, product management assistance businesses can thrive in the market. By continuously improving their skills, staying up-to-date with industry trends, and delivering exceptional value to their clients, aspiring entrepreneurs can achieve long-term success in the dynamic field of product management.

FAQ

What is a product management assistance business?

A product management assistance business provides services to support businesses in effectively managing their products. They offer expertise in areas such as market research, product design, development, launch, and continuous improvement.

What is the role of a product manager?

The role of a product manager is to oversee the strategic direction and execution of a product. They focus on understanding customer needs, bridging the gap between customer needs and organizational goals, and ensuring the success of the product.

What are the different types of product management?

Product management can be categorized into technical and nontechnical roles. Technical product managers have expertise in building and developing products, while nontechnical product managers focus on customer research and market analysis. Some product managers also specialize in understanding customer needs and driving product improvements.

What does the product management process involve?

The product management process involves steps such as market research, design, development, launch, and continuous improvement. Product managers are responsible for conducting research, defining problems, creating roadmaps, prioritizing features, and optimizing the product based on user feedback and market trends.

What is the difference between a product manager and a project manager?

While product managers focus on setting the vision and goals for a product, project managers handle the execution of tasks related to product development. Product managers define success and guide the overall direction, while project managers manage the timeline and resources to ensure project completion.

How does a program manager differ from a product manager?

Program managers align various parts of an organization to achieve goals set by product managers. They focus on coordination and timely delivery, while product managers focus on customer-centric aspects and the vision for a product. Program managers take a tactical view across the organization, ensuring alignment with the product’s goals.

What are the essential skills for product managers?

Successful product managers possess strategic thinking, influencing, communication, problem-solving, and decision-making skills. These skills enable them to define a product’s vision, align stakeholders, and navigate the complexities of product development.

How do product managers balance stakeholder needs?

Product managers must make tough decisions and trade-offs to prioritize features that align with the product’s vision and goals. Effective stakeholder management and clear communication about the rationale behind decisions are essential for maintaining alignment and gaining support from all parties involved.

How do product managers empower teams and create a shared vision?

Product managers empower teams by providing the necessary context and criteria for decision-making. They foster a shared vision within larger teams, enabling independent decision-making and distributed responsibility.

Why is context important in product management?

Product managers need a deep understanding of customer needs, market dynamics, and business models to make informed decisions and set the product’s direction. Immersing themselves in relevant information and insights allows product managers to drive successful product outcomes.

How has the field of product management evolved?

Product management has evolved over the years, with specialized roles emerging to cater to different aspects of product development. While design and engineering have successfully segmented themselves into different disciplines, product management is still defining its different strengths.

What is the role of a product manager as a decision-maker?

Product managers, like decision-makers, navigate trade-offs and make choices that align with the product’s vision and goals. They understand the costs and benefits of each decision, ensuring the best use of available resources to achieve a larger goal.

How do I start a product management assistance business?

Starting a product management assistance business requires a solid understanding of the product management process and the skills needed to succeed. You must effectively manage stakeholders, empower teams, and make informed decisions. By offering valuable assistance services, you can build a successful business in the market.

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