Home appliance supermarket business preparation plan

What preparations are needed to open a home appliance supermarket, and how to write a business preparation plan for a home appliance supermarket. The following is a preparation plan for starting a business in a home appliance supermarket that I compiled for everyone. It is for your reference. Welcome to read! Preparation Plan for Starting a Home Appliance Supermarket Part 1

Chapter 1 Company Overview

The company's business and goals: The home appliance repair shop is a digital store that mainly sells computer consumables, home appliance repair, digital products and accessories, computer software, hardware maintenance, and digital product repair. The company's goal is to serve all customers with the principle of "customer interests first" and the core idea of ??"integrity-based". We strive to create a business philosophy of small profits but quick turnover, leading fashion and pursuing excellence as our theme, not seeking big profits but serving the public.

Enterprise type: Maintenance and retail

□Manufacturing ■Retail □Wholesale ■Service □Agriculture □New industries □Traditional industries □Others

Chapter 2 Entrepreneurship Personal situation of the plan author

1 Previous relevant experience (including time):

I passed the National Computer Level 1 Certificate in 2011 and the Maintenance Electrician Intermediate Certificate in 2012. Due to my love for electrical appliances since childhood, I have conducted in-depth research on electrical appliances. In the summer of 2011, I went to a professional home appliance product maintenance training center to participate in learning and training. Although I didn't learn everything, I can basically apply it. I believe I will do better in practice. In addition, he loves small production and small inventions and is proficient in electronic CAD and PCB board production. He has a strong physical foundation and has many repair experiences. Most of the team members have participated in the "Jianjun Cup" competition held by the school and obtained corresponding rankings

I have had fitter internship, electronic training, and troubleshooting training. Some members have participated in business management training and have rich management strategies.

2 Educational background, relevant courses studied (including time):

I studied architectural decoration engineering technology by myself when I entered school in 2011, participated in business management training classes, and have a work permit. He has the National Maintenance Electrician Intermediate Certificate, Electronic CAD Qualification Certificate, and has participated in electronic maintenance training, school mobile phone repair association, home appliance repair association, and entrepreneurship training club. Through various part-time jobs and social activities during school, I learned a lot of entrepreneurial experience. I confidently believed that I have the ability to run and manage a repair shop. I believe that as long as I work hard and be sincere, I can succeed. After watching the inspirational movie "Partners in China", I became more convinced that entrepreneurship is the only way out.

Chapter 3 Product/Service Analysis

1 Product usage and market value: Our store mainly repairs home appliances and sells consumables. The main reason is that it is small and has low cost, leaving more benefits to customers. High quality and low price. At the same time, the store image, shopping environment, convenience and perfect service give customers the best. Great satisfaction. According to preliminary surveys, as humans enter the electrical age, countless home appliances and digital products are damaged every day, which illustrates the importance of home appliance repair. We are doctors of home appliances. We are the driving force for customers to save money. We serve the masses. The ultimate goal, at the same time, we also pay attention to the diversity of industries. If one industry fails, it will not be able to enter the palace of success. Therefore, not only do we repair home appliances, we also perform maintenance and sales of home appliances at the same time. , when customers urgently need home appliances, we can rent the products in the store to customers. Of course, the cost is very low. Home appliances are a big concept, including mobile phones and computers.

2 Service methods and purposes:

1. Mainly provide services directly to customers in the store. If they have electrical problems, we will solve them one by one.

2. You can call for direct door-to-door service.

3. Can help solve problems remotely through the Internet

4. Provide protection for repaired home appliances

5. Give small gifts to customers

< p> 6. Absolutely affordable prices, never ask for prices arbitrarily, and do not let customers have the concept that repairing is worse than buying again

7. Put an end to fraud, cheating, and leaving customers with no benefits

< p> 8. Always seek truth from facts, be down-to-earth, and treat people sincerely

9. When a customer chooses you, it means they trust you, so it is necessary to make a cup of tea for the customer

10. The goods sold are definitely cheaper than other stores

3 Purpose: Receive customers with a smile, solve customers' problems, listen patiently to customers' opinions, constantly improve, meet customer needs, and let customers buy more than just It's a product, and it's a kind of enjoyment. Sincerely repair every electrical appliance for customers

Chapter 4 Competition Analysis

1 Analysis of existing and potential competitors:

Competitors mainly come from society Peers: There are definitely many home appliance repair shops in a city, but there are only a few who are creative, a few who are capable, a few who have good character, and a few who are Communist Party members, because party members not only mean Serving the people also means high moral quality. As well as some home appliance sellers, they have strong assets. We don’t have much capital but we are a small enterprise. We have full vitality to stir up the market. For some computer sellers, we operate the business with the mentality of serving consumers. , a DIY personal computer that saves customers money, is not only powerful in performance, but also cheap, serving the majority of game enthusiasts.

2 The company’s competitive advantages:

We work closely with many home appliance wholesalers to provide one-stop supply, and suppliers provide a full range of services and marketing experience to provide Our goods come with a comprehensive warranty and returns, reducing our risks. and the advantages mentioned in the above analysis. Therefore, if you want to do well in an ordinary industry, you need to be different and unique, giving people the feeling that "this can still be done".

3 ways to defeat your opponents:

1. Find better sources of goods to achieve low prices and high quality

2. Give full play to our professional expertise and improve services Quality and after-sales service

3. Enter a larger and more powerful store, learn from it, and transform others into your own experience

4. Treat people with integrity, establish a reputation, and let new and old people Customers are willing to come again

5. Use your own character as a guarantee

6. Actively contact the manufacturer to obtain the title of designated repair shop

7. Zongheng Market, make friends and cooperate with peers

8. The opening is grand and everyone knows it

Chapter 5 Marketing Plan and Analysis

1. Product< /p>

2. Price

Promotion 3. Location

(2) The main reasons for choosing this address:

1: Superior geographical environment< /p>

　2. Low rent

　3: Large flow of people

　4. Familiar geography

　5. Low risk

< p>　6. Government encouragement

　7. Honest people sell or provide this product or service to: ■Final consumers □ Retailers □ Wholesalers

(4) Choose the sale The reason for this method:

Our company is a start-up home appliance repair shop that operates directly with customers. Naturally, the main target of sales is customers in the store, and eventually a chain store will be considered.

4. Promotion

5. Expected market and expected market share:

We have many consumer groups in small and medium-sized cities, and there are many issues related to home appliances every day People, through survey data, our expected market share is around 25%, so we have a lot of room for improvement.

6. How to maintain and increase market share:

1. Carry out some promotional activities during holidays to attract customers.

2. We will provide free maintenance for customers three days before opening.

3. Attract customers with low prices.

4. Sincere service, truth-seeking and pragmatic quality

5. Unique creative thinking, winning consumers with unique business concepts

Sixth Chapter Operation Analysis

1 Procurement, processing, sales and manpower arrangements, etc.:

Procurement is mainly the responsibility of the owner, who purchases goods from Bainaohui and other places, and the wrapping and repairs in the store are handled by Team members complete it together, especially the film application, which requires delicate operations. The owner is mainly responsible for computer maintenance, while Hu

Cunmiao is responsible for financial accounting and organizing finances. There is also external publicity to let every student know about Boxin Digital.

2 Break-even point prediction and analysis:

The monthly management fee is 270 yuan, the purchase and transportation fee is 30 yuan, and the publicity and preferential activity fee

It costs 130 yuan, and there are two people in our store. Each person needs a monthly salary of 400 yuan. The average profit of computer maintenance is 20 yuan. We must have an income of 50 yuan a day to be normal. operations.

Chapter 7 Entrepreneurship Team

XX: Has experience in business management, has participated in many entrepreneurial activities held by the school, has unique insights into the shopping mall, and has conducted market surveys many times. He knows the market conditions well, has obtained the National Maintenance Electrician Intermediate Certificate, participated in the school's Jiangjun Cup competition, loves reading, often visits the library, has worked as a salesperson, promoter, and has sufficient business experience.

XX: Members of the School Home Appliances Association, who have sufficient understanding of electronic products, are kind, honest, honest, meticulous, rigorous, and approachable, able to win the trust of customers, and participate in school construction. Military Cup Competition, National Maintenance Electrician Intermediate, and participated in electronic maintenance training many times.

XX: Upright and sincere, with a lovable baby face, creative, rigorous and serious in work, intermediate maintenance electrician, member of the school mobile phone maintenance association, obtained electronic CAD qualification certificate, proficient in PCB Pattern making, target electronic engineer, love inventions, small production, DIY, proficient in computer technology, computer reinstallation system, computer upgrade, computer repair, hard disk data repair technology, DIY computer assembly, etc., proficient in mobile phone cracking, IPHONE jailbreak, flashing, etc. XX: Has a B1 driver's license, often goes out with his parents to haul goods, has certain driving experience and driving skills, is an intermediate maintenance electrician, is not afraid of hardship or tiredness, and has some understanding of logistics

He is straightforward and bold, Love labor.

XX: Intermediate electrician certificate. He often goes out with his father to discuss business. He has certain experience in interpersonal relationships. He is meticulous and budget-conscious. He is a member of the school's entrepreneurial club. He is proficient in English and looks like a shopping mall tycoon.

Chapter 8 Financial Forecast

(1) Fixed assets

1. Tools and equipment

Based on the forecast sales volume, assumptions To reach a production capacity of 100℅, the company needs to purchase the following equipment:

2. Transportation

Based on the needs of transportation and marketing activities, it is planned to purchase the following transportation:

< p>　3. Office furniture and equipment

The office requires the following equipment:

　4. Fixed assets and depreciation summary

1. Raw materials and packaging

2. Other operating expenses (excluding depreciation and loan interest)

(3) Sales revenue forecast (8 months)

(4) Sales and cost plan

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(5) Cash flow plan Home appliance supermarket business preparation plan Part 2

1. Store marketing

The image of the store is the image of the product and brand. There is no store image. The solar energy brand can only be regarded as a brand at best, but cannot be called a brand. The store itself is a giant billboard, conveying the brand image to passers-by and customers at all times. Friendly service, unique decoration style, environmentally friendly and clean image, clean store and excellent products are enough to spread word of mouth and attract customers. Control of the overall image of the store. Although specialty stores require a unified image, it is not easy to completely unify the image (except for the store front). Therefore, it is particularly important to effectively design and decorate based on the actual store environment, store area, etc. At the same time, it is necessary to effectively control and unify the brand personality, connotation, and product placement features of the specialty store. To this end, appropriate unification has been carried out according to the company's brand characteristics, personality, ease of decoration and artistic product placement. Therefore, a good terminal image is also a good way for each store to increase sales, because only store image Once this is done, the brand will naturally reach a higher level. The image of the store is the first feeling of the product to consumers and the first impression of the brand. It is the image of the manufacturer's brand and the image of the merchant's brand.

2. Advertising and marketing

Advertising in mainstream media is too expensive. As soon as TV advertising stops, customers will no longer buy it. Advertising should be carried out in communities. The promotion of solar products is suitable for communities, villages and towns. Therefore, it is unrealistic to spend huge sums of money on advertising such as TV, radio, newspapers, street signs, etc., but it is most desirable to spend less money on advertising such as sun umbrellas, banners, posters, walls, etc. to spread the brand, so plan It is necessary to carry out low-cost and high-quality communication and promotion in the regional market, and carry out strong promotion on these basis, sales will continue to achieve new breakthroughs. All we can do is some practical publicity, such as distributing information, giving away newspapers, comics, magazines, etc. with store addresses and phone numbers. We can also do some local event marketing, such as donating environmentally friendly and practical solar water heaters to local nursing homes. One unit may be used as a solar store to donate schoolbags to poor primary school students in local schools and other public welfare activities, and use local media to promote it. Carry out some activities, such as: trading old ones for new ones, setting up solar rescue stations, donating voluntary maintenance of solar energy and other activities to provide services. Word of mouth, in short, means spending the least amount of money to do the most. It not only promotes the brand, but also leaves a good impression on the local people. Try to use the power of the boss in Suizhou politics to achieve win-win results.

? Promotional activities:

? Opening activities

? Three major holiday promotions

? Community activities

? Square activities

? Advertising:

? Wall advertising

? Subtitle advertising

? Banners

? Car body

? Direct sales at home This is the ultimate form of solar marketing

Build a sales team

- Part-time jobs: Relatives and friends, plumbing installers, decorators Home design, complementary store

- Full-time: promoter, salesperson, installer, direct salesperson

Pay attention to the management training and encouragement of personnel

3. Salesperson Quality Marketing

No matter how good the product is and the image of the high-end specialty store, the products are sold by salespersons and shopping guides. They are always the frontline warriors. The mentality and quality of the salespersons are also the same as those of the dealers. You should pay the most attention to the things you care about, because it is the clerk who finally makes the sale. The clerk should focus on receiving the first customer and talking about business; at the same time, ask the second customer: the clerk must have good eloquence and agility, thinking and witty response ability. , Specialty stores must also continue to train and cultivate these front-line warriors, who win profits for the specialty stores. The sales of solar water heaters are different from other industries because of their professionalism. Whether the recommendations of the specialty store shopping guides can impress customers is the key It depends on whether the store clerk can discover the customer's needs and whether the customer can recognize the professional knowledge of the specialty store shopping guide on solar water heaters. Training on the professional knowledge of solar water heaters is one of the most effective ways to improve the overall quality of the specialty store shopping guides. The company should It is a good way to focus on training and cooperation with solar manufacturers and use manufacturer training resources to improve the comprehensive quality and professional technical level of specialty store shopping guides. Improve the salary incentive system for specialty store shopping guides so that they can have a sense of responsibility. Ownership with a sense of belonging and responsibility.

4. Going global marketing

As there are more and more mature solar operators in the market, market competition is becoming more and more fierce, and business in the entire solar market is becoming more and more difficult. Do, many dealers are helplessly holding on in the cracks. Under such circumstances, the previous sales method of squatting in the store, waiting for rabbits and Jiang Taigong to fish, is obviously unable to adapt to the ever-evolving market demand. If you want to break through, you must take the initiative to go out. Sales will be wherever the customers are. Where to go? Some forward-looking building materials industries have already extended their tentacles to the source of the market. They sent professionals to major projects to collect information and then quickly opened up "territory". Solar water heaters can also be used alone or in conjunction with someone in the building materials industry. The brand cooperates to enter the community to display products and form several community promotion teams: the main task is to conduct a thorough investigation of the target community, such as the number of owners, consumption level, apartment type, sales situation, occupancy status, installed solar energy and those without solar energy. situation, the property management department and the main person in charge, the wall location and three-dimensional space used for publicity and activities (such as the location of hanging banners, the location of posters, the area for promotional activities), etc., so that the best promoters can enter and Take root in the community, go deep into the community comprehensively, and never let go of every corner. Let our solar energy brand be everywhere in the community, including door-to-door visits, consultations, and maintenance, which not only enhances the brand but also drives sales. All kinds of materials must be arranged in place, and as many as possible Use giant banners and banners to organize cars to patrol the community (playing recordings) to set up mobile stores. You can rent community garages to serve as temporary stores and do more outdoor display activities to increase sales.

5. Engineering Marketing

Solar water heaters are recognized by society and have received strong support from the country. Solar energy projects are quietly starting to provide services to families and families who support environmental protection at an alarming rate. Unit services, various places have also introduced policies to equip new residences with solar water heaters. We can also actively look for project customers, such as: real estate developers, guesthouses, hotels, bathing centers, beauty salons, nursing homes, and other institutions.

If you are holding a project in hand, where should you start? Is the idea clear and where are our advantages and disadvantages? This is very critical for us to do the project.

For engineering marketing, what I must do is two words: public relations. Engineering marketing is relationship marketing. I mainly summarize engineering business public relations into: quality public relations, relationship public relations, price public relations, brand public relations, technology public relations and image public relations. , only by meeting the respective needs of both parties and achieving a certain balance of interests can we finally achieve mutual consciousness. Different groups of people have different hobbies. We must first understand or test their needs and do targeted work.

6. Township agent chain marketing

If you want to remain invincible for a long time, you must increase the development of township agents and carry out township publicity and promotion. Township users are the big market. Because consumers in towns and villages are constantly comparing themselves to each other, which brand you use I also use, which has a very good word-of-mouth effect.

First, investigate the economic level and consumption characteristics of local rural consumers. As farmers' income and consumption levels have continued to increase in recent years, solar energy will have a larger demand space, and consumption will grow faster than that in cities. Secondly, due to limited conditions, there are very few users who purchase gas or electric water heaters in rural areas. Solar water heaters will be an upstart in the rural water heater market with their advantages of energy saving, environmental protection, large water capacity, low operating costs and good installation conditions. The rural solar market has huge development potential. We have found the best building materials, kitchen and bathroom, plumbing, decoration and other industries in the town to focus on looking for agent customers to let the products penetrate into the rural market. First, we must have an in-depth understanding of the local rural market and help township agents. Businesses develop village agents to sell products to rural areas.

7. Service image marketing

Good service is crucial to the sales of solar products, and it is also an important aspect in establishing a good brand reputation. However, since solar water heaters cannot set up service centers in major cities or even second- and third-tier cities like ordinary washing machines, air conditioners and other home appliance companies, and our service awareness and funds make the service not really like home appliance services. ?. Therefore, there were more complaints, and subsequent sales were more or less affected. There were only one or two people responsible for the installation of solar products, and all aspects of work lagged behind. Naturally, the service was difficult to satisfy customers.

To make the market bigger and stronger, you must have your own after-sales service system and regular return visits to customers. If you receive a call, then arrange a time to come to the door for repairs, fill in the form and return after the repair, and the after-sales personnel will do it step by step. It is necessary to do your job well, but it is not enough. The service should be at a higher level than that of your competitors. You should call frequently to inquire about the usage. This is mainly because users have just purchased solar energy and do not know much about the use of the product. There are multiple psychological factors such as freshness, insecurity and high expectations, such as a comprehensive physical examination of solar energy before winter; such as visiting old users when installing solar energy for new users in the same community; such as giving small gifts at the end of the year to achieve a good reputation. With value for money purpose. At the same time, we encourage old users to introduce new users and our high-quality services. If we introduce a successful company, we will give a commission.

8. ***Sheng Marketing

Form a local regional shopping alliance VIP family new energy club. For example, you can find local decoration companies, shopping malls, wedding photography, local hot real estate, and hotels. , bathing centers, teahouses, coffee shops and other commercial institutions cooperate to form customer family clubs. Purchase our solar energy and get a VIP card. With the VIP card, you can enjoy X discounts on purchases in the above commercial institutions. With the VIP card issued by the cooperative unit, you can purchase exclusive products. Store solar water heaters can also enjoy club VIP status, X discounts and other measures to increase the brand awareness and sales of the franchise store. It is also a good way for cooperative units to attract customers from each other.

9. All-staff marketing

Not only shopping guides can sell products, we must have the concept of business opportunities everywhere, cultivate the concept and plan of all-staff marketing, installers, users , friends, etc. are all our product shopping guides.

It is necessary to regularly organize the concept of active sales by installers, establish and improve the salary reward system for all-staff marketing, improve employee enthusiasm, and turn the specialty store into a brand specialty store so that sales can soar.

Home Appliance Supermarket Business Preparation Plan Part 3

New clerks are coming in spring

The breath of spring is getting stronger and stronger. Every year in this cherry blossom season, home appliance chain stores will There are some new faces and new clerks sent by the headquarters to work or intern. For those fresh people who have just stepped out of campus and entered society, the enthusiasm deep in their hearts is hotter than the warm sunshine of spring. However, along with the novelty comes their sense of challenge and even fear of unfamiliar environments and work. Therefore, as the head of a store, personally cultivating or selecting qualified cultivators for them is particularly critical for the "first step" in the career of new store associates. Because, poor or even crude sales training can obviously turn a new salesperson with great potential into a "waste" in the end.

At the same time, it is not enough to rely solely on the store's own training capabilities. Excellent store managers often leave the training of new store employees' product knowledge to manufacturer personnel who are better at this matter. By holding product knowledge learning sessions, the sales representatives of the manufacturers are invited to explain the products from a more professional perspective, so that new store clerks can integrate the product knowledge of different manufacturers and become unique category killer sales. hand.

In addition, the store manager must also understand the three basic ABC rules in newcomer education. That is: Attitude: attitude; Behavior: behavior; Change: transformation; as a store manager, you must convey the correct work attitude to new store employees through your own growth experience, work status, etc., and let them realize that sales is an interesting thing things?, and establish a good mentality of "happy clerk" in an optimistic atmosphere; second, it is to observe the work performance of new clerks, especially to observe their hospitality etiquette, customer contact and merchandise. The third is that on the basis of the above two aspects, the store manager should compare the changes of new store employees by convening interviews with new store employees, group meetings with trainers, individual conversations, and on-site coaching. Summarize. Store managers should not be stingy with words of praise for the progress of new store employees. Through the sandwich training method of "praise-regret-hope", they can help new store employees build confidence and stimulate their passion and motivation for work.

In addition, excellent store managers will also adopt more traditional methods of cultivating new employees, such as China’s master-apprenticeship system with OJT (On-Job Training). Of course, this is completely different from the rough master beating the unsatisfactory apprentice in the movie. Rather, excellent store managers are particularly good at using perceptual methods to subtly achieve the effect of "teaching by example" through family-friendly communication. Through family-friendly management and leading by example, we can achieve the dual purpose of cultivating and managing new employees. Transforming management into cultivation is an art. Only excellent store managers can understand the truth and do better. !

The troubles of new clerks

So for a good store manager, he must also understand what troubles trouble new clerks. A few days ago, I watched a clip on NHK TV about the four major worries of new employees, and I would like to share it with you.

The so-called four major worries of new employees refer to: poor sales skills; insufficient product knowledge; inability to handle the last step; and fear of handling complaints.

In fact, when I first started working in sales, I also faced situations where I lacked skills and did not dare to introduce products to customers. However, today's customers are not only becoming more and more sophisticated in their shopping skills, but they are often looking for new store clerks with "trainee" or "new employee" badges to introduce products to them and even resolve their complaints. . The more experiences of failure, the stronger the frustration of new store clerks will be. This is also the main reason why many college student clerks cannot persist.

For excellent store managers, it is not difficult to assign different tasks to employees at different stages and levels. However, those store managers who are not competent enough often use new clerks as "guns". The result is not only a serious psychological shadow on the new clerks, but also possible immeasurable damage to the company's goodwill due to the new clerk's lack of ability. loss. Therefore, during the internship period of new store clerks and the new employee period within one year, store managers must pay special attention to the combination of new and old store clerks, and try to avoid the situation of new store clerks working alone.

Show it to him and let him try it out

But in the end, the four major worries of the new clerk must be solved through a series of "excellent skills" training. The so-called "Excellent Skills" are derived from China's earliest talent cultivation concepts of "Mingdao, Taking Advantage, Excellent Skills"; it means the "ASK" (ie: Attitude attitude development, Skill skills training, Knowledge knowledge training) currently popular in Europe and the United States. ?S in the human resource development model: Skill.

Skill training, as a vital part of talent development, has become the common knowledge of HR training experts in my country (Japan), especially the education and training experts of new employees in the retail industry. The relationship between "knowledge and action" and "words and actions" has also become a problem that must be solved in Skill training. The so-called principles of "unity of knowledge and action", "actions speak louder than words", "walk the talk and act" and other principles must not only be followed in correcting the attitude of new employees, but also put forward higher requirements for teachers. ?Practice yourself, teach without teaching; coach yourself with righteousness, and ignore it?, especially for those who teach, they must understand the truth, otherwise they will fall into the trap of ?Teaching people with strange skills and tricks will harm others; teaching others with heresy If you pass it on to others, it will harm your own situation.

Of course, "Skill training" for new store employees can be organized in many ways, such as on-site observation and guidance, simulated scenario training, experience sharing meetings, and skill competitions. However, in the one-to-one training situation where store managers and other trainers train new store employees, there is a relatively famous Yamamoto fifty-six rule. The most famous sentence of this law is: do it to him and let him try it. Among them, the most important thing is not how to explain the principles involved, but to demonstrate the skills to be taught to the trainees through the instructor's actions, language, demeanor and subsequent comments; and then the trainees will imitate them repeatedly. Summarize and understand the truth. That is to say, the traditional focus of "preaching, teaching, and solving doubts" will be focused on teaching and solving doubts, and the original "Head to Head" training model of word-of-mouth transmission will be transformed into "Hand to Hand" standardized training of model simulations. model, which can not only quickly improve the skills of new employees, but also perform training and bring good performance.

For example, for a new store clerk, the first words he says when meeting a customer are the standard words "Hello, welcome" plus a welcome gift of about 30 degrees. For an experienced clerk, she may say: "Hello, welcome to your visit for the first time." For another example, an excellent store clerk will use the following methods at the appropriate time, such as: Excuse me, would you like to pay with cash or a bank card? Will the goods be delivered to your home tomorrow? And? There is also a newly released Blu-ray DVD with the one you just bought. The TV goes well with it, let me take you to find out about it? Wait.