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Finance Analysis 101 for An Ecommerce Business

Financial analysts reviewing graphs on a laptop during their in-depth financial statement analysis.

Did you know that monitoring and analyzing the finances of your E-commerce business is a prerequisite for survival?

The difference between financial success and failure lies in the ability to make informed financial decisions. This comprehensive guide will unravel the mysteries of finance analysis tailored explicitly for e-commerce businesses. You'll gain insights from industry experts and get access to exclusive data that will equip you with the tools you need for success. 

You can just read on to discover the proven strategies to help you beat the odds and build a thriving business.

Critical Metrics for Financial Analysis

Financial analysts working at a desk with papers and graphs, conducting financial statement analysis.


When navigating the finances of an E-commerce business, keeping a close eye on your revenue and sales is like having a compass on a ship—it's absolutely crucial. 

Financial metrics are crucial indicators that help assess an E-commerce company's financial health and performance. Investors, analysts, and management use these metrics to make informed decisions about the business.

Let's dive into some key financial metrics for an E-commerce venture.

Revenue and Sales Analysis

Tracking sales trends is like having a crystal ball for your business. By dissecting your sales data, you can spot patterns, understand customer behavior, and adjust your strategy accordingly. Whether it's the spike in sales during the holiday season or a dip during certain months, identifying these trends helps you make informed decisions.

Now, let's talk about the heartbeat of your business—revenue growth. It's not just about the dollars and cents; it's about the direction your ship is sailing. To calculate revenue growth, subtract the revenue from the previous period from the current period and divide that by the income from the last period. Now multiply the outcome by 100 to get the percentage growth.

For example, if last year's revenue was $100,000 and this year it's $150,000, the calculation would be: [($150,000 – $100,000) / $100,000)]* 100 = 50% growth. This growth percentage is like the wind in your sails, propelling your business forward.

Cost of Goods Sold (COGS) Analysis

COGS is the total cost incurred to produce or purchase the goods that you sell. Calculating it involves adding up the direct production costs, including materials, labor, and overhead. Essentially, it's the foundation for understanding your product profitability.

To calculate COGS, take the beginning inventory, add purchases made during the period, and subtract the ending list. This simple formula gives you a clear picture of the expenses directly tied to your sold products.

Now, managing COGS effectively is key to maximizing your profitability. Please review your supply chain regularly and negotiate with suppliers for better terms before signing the contract. Bulk purchases and long-term contracts can often secure cost advantages. Additionally, keep an eye on inventory turnover—the faster your products move, the lower your holding costs.

Consider technology to streamline operations. Efficient inventory management systems can prevent overstocking and stockouts. You can periodically go ahead and reassess your pricing strategy about your COGS. Please ensure that your product prices cover the COGS and leave room for other operational expenses and desired profit margins.

Remember, monitoring COGS isn't just about cutting costs. It's about optimizing your operations to enhance overall business performance. By staying on top of your financial metrics, especially COGS, you're well on your way to building a financially resilient E-commerce venture.

Gross Profit Margin Analysis

Gross Profit is a key metric that can tell you so much about your financial health. Calculating Gross Profit Margin is like getting a sneak peek into how well your business performs. It's a simple formula:

Gross Profit Margin = [(Revenue – Cost of Goods Sold) / Revenue] X 100

After accounting for the direct costs of producing or acquiring the goods you sell, it tells you what percentage of your revenue remains.

You are now interpreting this magic number. A high Gross Profit Margin is generally a good sign. It means you're efficiently producing or sourcing your products at a lower cost than you sell them for. Conversely, a lower margin might indicate you need to spend more on production or acquire goods.

Let's break it down: if your Gross Profit Margin is 60%, it means for every dollar you make in revenue, you're keeping 60 cents after covering the costs directly tied to your product. This remaining 60 cents contributes to covering other expenses and, hopefully, turning a net profit. So, as you crunch those numbers, aim for a healthy gross profit margin!

Operating Expenses Analysis

Identifying and categorizing expenses is like the foundation of a sturdy financial house. Suppose you've got your cost of goods sold (COGS), which covers everything from inventory to shipping. Then there are the selling and marketing expenses like ads, promotions, delivery tracking tools, and other marketing expenditures. Remember the general and administrative costs, which include office rent, utilities, and the ever-important coffee machine for your hardworking team.

Now, managing these expenses is where the savvy business owner shines. It's all about balance—you want to keep a tight grip on your spending without sacrificing the quality of your products or the reach of your marketing. Regularly review your expenses, identify areas where you can trim the fat, and maybe negotiate with suppliers for better deals.

Additionally, monitor those variable expenses—they can be sneaky. If sales go up, you might need to ramp up production, which could impact your operating expenses—plan for scalability. Automated accounting software can streamline the process, track expenses in real time, and quickly generate reports. It's like having a financial superhero in your corner.

Net Profit Analysis

Net profit is the golden nugget that reveals how much money you're really pocketing after all the bills are paid and the dust settles. To calculate net profit, start with your total revenue—the cash flowing from your sales. Then, subtract all the costs that tag along for the ride: product costs, operational expenses, marketing spending, and any other bills knocking on your business's door.

Here's the formula: Net Profit = Total Revenue – Total Expenses. This is the sweet spot where you uncover the real fruits of your labor.

But there's more to this financial tale! It's time to be a savvy business detective to enhance your net profit. Scrutinize your expenses—can you negotiate better deals with suppliers or find more cost-effective marketing strategies? Trim the excess fat without compromising the quality of your operations.

Also, could you keep a close eye on customer satisfaction and loyalty? Repeat customers are like the secret sauce that flavors your net profit. Happy customers are not only likely to return but also to spread the word, reducing your customer acquisition costs. So keep refining your financial strategies and adapting to market trends, and you'll navigate the E-commerce landscape with a healthier net profit as your guiding star.

Financial budgeting and forecasting are the dynamic duos in your E-commerce adventure. It is the fiscal blueprint where you allocate resources meticulously across marketing, operations, and unforeseen aspects. It's your business GPS, ensuring each dollar aligns with your goals. This meticulous endeavor helps you predict market shifts and ensure your finances stay agile. 

Let's break down these finances in a way that makes sense for your business journey:

Creating a Financial Budget

Your budget is like a financial game plan. It's like plotting out how much you will spend on the essentials—from inventory and marketing to the electricity that keeps the lights on. Lay it out on the table, be realistic, and ensure you have some wiggle room for unexpected twists.

Think of your budget as your business's spending diary. Break it into categories, like marketing, operations, and that coffee machine everyone loves in the break room. Track where your money goes, and don't forget to account for taxes—the unavoidable speed bumps on your business journey.

Sales Projections:

Now, let's get into the exciting stuff—sales projections. It's like predicting the future but with numbers. Look at your past sales performance, market trends, and any shiny new products you're about to launch. Crunch those numbers, and voila! You've got your sales projections.

Sales projections are like the heartbeat of your budget. They tell you how much cash you can expect to roll in, helping you plan for growth or brace for a slow month. Be optimistic but realistic. If your crystal ball says you'll be rolling in profits, make sure you're not getting carried away—keep it grounded.

Expense Projections:

Expense projections estimate how much you'll be shelling out to keep the business engine running. Think rent, salaries, software subscriptions—all the nuts and bolts that keep things ticking. Keep a close eye on your historical spending, and don't forget to include those unexpected repair bills that life loves to throw your way.

Financial Forecasting

A woman wearing a face mask is conducting financial statement analysis in front of a computer.

Now, let's crank it up a notch with financial forecasting. This is where you combine your sales and expense projections to see the bigger picture. It's like seeing the entire chessboard, not just one move. Forecasting helps you spot potential financial roadblocks, giving you time to adjust your strategy or throw in a financial safety net.

Short-Term vs. Long-Term Forecasting:

Think of short-term forecasting as the next few months—immediate decisions and adjustments. Long-term forecasting? That's more like your business's five-year plan. Both are crucial for different reasons. Short-term forecasting helps you react quickly to changes, while long-term forecasting is like setting the sails for a journey into the unknown—strategic and forward-thinking.

Adapting to Market Changes:

The only constant in any business is change. Markets shift, trends evolve, and customer preferences dance like leaves in the wind. Your budget and forecasts aren't set in stone. They're more like guidelines. 

Stay nimble, be ready to tweak your numbers when needed, and always keep an eye on the horizon. Remember, your budget and forecasts aren't just numbers on a spreadsheet. They're your business's financial compass. Keep them updated, revisit them regularly, and you'll steer your E-commerce ship through calm and stormy waters.

Cash Flow Analysis

A group of Financial Analysts sitting around a table with a laptop and papers, conducting Financial Statement Analysis.

Cash flow analysis is a paramount financial management component for individuals, businesses, and investors. It involves assessing the inflow and outflow of cash within a specific period, providing insights into an entity's financial health and liquidity. 

Cash flow management isn't just number-crunching; it's the pulse of your E-commerce venture. Analyzing cash flow is crucial for making informed financial decisions, managing liquidity, and ensuring the long-term sustainability of an individual, business, or investment portfolio. Keep your cash flow steady, and your business will survive and thrive.

Importance of Cash Flow Management

Your E-commerce store is raking in profits, orders are flowing, and customers are clicking “Add to Cart” like it's going out of style. You might be tempted to declare victory, but hold on a second. Here's the real kicker—cash flow can be more important than profit, and here are four reasons to break it down for you:

Cash is King:

  • Bills Don't Wait: Your suppliers, rent, and other expenses don't care if your profit statement is green. They want their dues, and they want them on time. Cash flow helps you keep the lights on and the inventory stocked.
  • Emergency Fund: Life happens. Unexpected costs, sudden opportunities, or a global pandemic (sound familiar?) can wrench your plans. A healthy cash flow is your financial safety net.

Timing is Everything:

  • Receivables vs. Payables: Your customers may be fashionably late when paying, but your suppliers won't cut you the same slack. Juggling these timings is an art, and managing cash flow is your paintbrush.
  • Avoiding Debt Pitfalls: Staying ahead of your payables ensures you won't have to resort to loans and credit lines to keep the wheels turning. Debt is like that annoying relative at family gatherings—you'd rather keep your distance.

Growth Fuel:

  • Invest in Tomorrow: Whether expanding your product line, upgrading your website, or launching that killer marketing campaign, you need cash. Positive cash flow means you can reinvest in your business without selling your soul to investors or drowning in loans.

Survival of the Fiscally Fit:

  • Many a profitable ship has sunk: Have you ever heard the tale of profitable businesses going belly up? Poor cash flow management is often the culprit. Don't let your ship sink; stay afloat by understanding and mastering your cash flow.

Cash Flow Statement Analysis

The cash flow statement tells you where your money is coming from and where it's going. It's a piece of the puzzle that completes the picture of your business's financial health. It's divided into three main sections: Operating Activities, Investing Activities, and Financing Activities. Analyzing this statement helps you see beyond the profits on your income statement. It's like looking under the hood of your business to understand how it's really running.

A positive overall cash flow is generally a good sign. It means you have more coming in than going out. Please remember to look at the details in each section. If your operating cash flow is strong, but you're bleeding cash in investing, it might be time to rethink your growth strategy.

Let's break down the three main business activities of a cash flow statement:

Operating Activities: The Heartbeat of Your Business:

Operating Activities include all the transactions related to your core business operations. Think about cash from sales, payments to suppliers, and operational expenses. It's the lifeblood of your business, the oxygen that keeps it going. A positive cash flow statement from operating activities means your business generates enough cash to sustain itself. You should check if your sales cover your bills if it's negative.

Investing Activities: Planting Seeds for Future Growth:

Now, let's talk about the Investing Activities section. This is where you put on your visionary hat. It includes cash transactions for buying or selling long-term assets. For an E-commerce business, this could be investing in a new website, upgrading your inventory system, or even acquiring another company. It's like planting seeds for future growth. A positive cash flow here suggests you're making smart investments that should pay off.

Financing Activities: How to Fund Your Dreams:

Financing Activities is the section about how you're funding your dreams. It covers transactions with your investors or creditors. It all shows up here if you're raising capital, issuing bonds, or paying dividends to shareholders. Positive cash flow in financing activities might mean you're successfully attracting outside investment. If it's negative, you might be paying off debts, which is okay if it's a strategic move.

Strategies for Improving Cash Flow

Your cash flow statement is like a financial diary. You need to read it regularly, understand it deeply, and use it to make informed decisions for the financial health of your E-commerce business. 

Here are some effective strategies to help you keep your cash flow positive:

  • Streamline Your Operations: Optimize your supply chain, negotiate better terms with suppliers, and closely monitor inventory. The less cash tied up in operations, the better.
  • Invoice Quickly, Collect Faster: Don't worry about sending out invoices pronto. The faster you get them out, the quicker you'll likely get paid. And hey, consider offering discounts for early payments. Utilizing QR codes for invoicing streamlines the payment process, offering a faster, more efficient method for clients to complete transactions.
  • Smart Budgeting: Keep a tight rein on your budget. Know your fixed and variable costs inside out. It's like creating a financial roadmap—you don't want surprises around the corner.
  • Negotiate with Suppliers: Flex those negotiation muscles. Try to get better payment terms or discounts for early payments. Every bit counts.
  • Diversify Your Revenue Streams: Don't put all your eggs in one basket. Explore new products or services to keep the money flowing in different directions.
  • Manage Inventory Wisely: Avoid tying up too much cash in stock. Monitor your inventory turnover ratio and adjust your purchasing strategy accordingly.

Financial Ratios

Two financial analysts are examining a graph for a financial statement analysis.

Monitoring financial ratios is crucial for various stakeholders, including investors, creditors, management, and analysts. It offers valuable insights into the financial health and performance of a company. 

Financial ratios are extracted from a business's financial statements and offer a quantitative way to assess its profitability, liquidity, solvency, efficiency, and overall operational effectiveness. 

Here are some key financial ratios that are critical to monitor for your E-commerce business:

Liquidity Ratios

Liquidity ratios are financial metrics that measure your E-commerce company's ability to meet its short-term obligations and convert assets into cash. Two common liquidity ratios are the current and quick ratios or acid-test ratios.

Current Ratio:

Current Ratio = Current Assets / Current Liabilities

The current ratio assesses an E-commerce company's ability to cover its short-term debt with its short-term assets. Existing assets include cash, accounts receivable, and inventory, while current liabilities are obligations due within one year, i.e., arrangements payable and short-term debt. A ratio above 1 indicates that a company has more current assets than current liabilities, suggesting good short-term financial health. However, a very high current balance might mean inefficiency in asset utilization.

Quick Ratio (Acid-Test Ratio):

Quick Ratio = (Current Assets – Inventory) / Current Liabilities

The quick ratio is a stringent measure of an E-commerce company's ability to meet its short-term debt obligations without relying on the sale of inventory. It excludes merchandise from current assets because stock may not be as easily converted to cash as other assets. A higher quick ratio indicates a more conservative approach to liquidity. An immediate ratio of 1 or higher is generally considered satisfactory, suggesting the ability to cover short-term obligations without relying heavily on inventory sales.

Profitability Ratios

Profitability ratios, including Return on Investment (ROI) and Return on Assets (ROA), are financial metrics used to analyze the efficiency and effectiveness of a company in generating profits from its investments and assets. Let's delve into each ratio:

Return on Investment (ROI):

ROI is computed by dividing the net profit from an investment by the initial cost of the investment and then multiplying the result by 100 to express it as a percentage.

ROI = Net income / Cost of investment x 100.

ROI shows the profitability of an investment relative to its cost, whereas a higher ROI indicates a more profitable investment.

Return on Assets (ROA):

ROA is computed by dividing the net profit by the average total assets. The average total assets are usually calculated by adding the beginning and ending purchases for a specific period and then dividing by 2.

ROA = Net Income / Average Total Assets

ROA assesses how efficiently a company is utilizing its assets to generate profits. A higher ROA suggests better asset utilization and profitability.

Solvency Ratios

Solvency ratios are financial metrics that assess an E-commerce company's ability to meet its long-term obligations and continue its operations. Two common solvency ratios are the Debt to Equity Ratio and the Interest Coverage Ratio.

Debt to Equity Ratio:

Debt to Equity Ratio = Total Debt / Shareholders' Equity

Low Ratio (less than 1): Indicates lower financial risk, as the company relies more on equity financing.

High Ratio (greater than 1): Suggests higher financial risk, as the company relies more on debt financing.

This ratio shows the proportion of an E-commerce company's financing that stems from debt compared to equity. A higher percentage shows higher financial leverage and risk, suggesting that the E-commerce company depends more on debt to finance its operations.

Interest Coverage Ratio:

Interest Coverage ratio = Earnings Before Interest and Taxes (EBIT) / Interest Expense

High Ratio (greater than 1): Indicates that the company is generating sufficient earnings to cover interest expenses comfortably.

Low Ratio (less than 1): Suggests that the company may have difficulty meeting its interest obligations, indicating higher financial risk.

This ratio evaluates a company's ability to meet its interest payments on outstanding debt. A higher interest coverage ratio signals a better ability to cover interest expenses with operating profits. It measures financial risk—a higher percentage suggests a lower risk of financial distress.

Risk Management

A woman conducting financial analysis by examining a computer screen displaying the word risk assessment.

Identifying and mitigating financial risks are crucial to effective risk management for individuals, businesses, and financial institutions. A comprehensive risk management strategy involves a combination of effective economic approaches tailored to your E-commerce business's specific needs and circumstances. Regularly reassessing risks and adjusting plans is essential for maintaining resilience in an ever-changing financial landscape.

Identifying Financial Risks

  • Market Risk: The risk of losses in financial instruments due to fluctuations in market prices. Regularly monitor economic indicators, market trends, and geopolitical events.
  • Credit Risk: The risk of loss from a borrower failing to repay a debt or meet contractual obligations. Assess the creditworthiness of counterparties, use credit ratings, and monitor credit exposure.
  • Liquidity Risk: The probable risk of being unable to meet short-term debt obligations without incurring significant losses. Monitor cash flows, maintain adequate reserves, and assess the availability of liquid assets.
  • Currency Risk: The risk of losses due to changes in exchange rates. Assess exposure to foreign currencies, use hedging strategies, and stay informed about global economic conditions.

Mitigating Financial Risks

  • Insurance: Transfer some risks to insurance companies through policies that cover specific financial losses.
  • Hedging: Use financial instruments such as options, futures, and forwards to offset potential asset value or exchange rate losses.
  • Risk Avoidance: Avoid certain high-risk investments or activities that may expose you to unnecessary financial vulnerabilities.
  • Capital Reserves: Maintain sufficient capital reserves to cover unexpected losses or economic downturns.
  • Regular Monitoring and Reporting: Establish a robust monitoring system to track key risk indicators and regularly update risk reports.
  • Stress Testing: Conduct stress tests to evaluate the impact of adverse scenarios on the financial position and identify areas that need improvement.
  • Regulatory Compliance: Adhere to relevant financial regulations and compliance requirements to minimize legal and regulatory risks.
  • Education and Training: Ensure staff members are well-trained in risk management practices to identify, assess, and mitigate risks effectively.
  • Diversification: Spread investments across different asset classes and industries to reduce the impact of a poor-performing investment on the overall portfolio.
  • Contingency Planning: Develop detailed contingency plans that outline specific actions to respond to identified risks, ensuring a swift and effective response.

Tools and Software for Finance Analysis

Technology and software offerings in the finance industry are constantly evolving, so staying updated on the latest developments is a good idea. Here are some commonly used tools and software in the areas of finance analysis, accounting, financial modeling, and business intelligence:

Accounting Software

Financial Modeling Tools

  • Microsoft Excel: Widely used for financial modeling and analysis. Many finance professionals rely on Excel for building complex economic models.
  • Tableau: While commonly used for BI, Tableau is also used for financial modeling and data visualization. It can connect to various data sources.
  • Solver: Offers financial reporting and planning solutions, helping organizations with budgeting and forecasting.
  • Quantrix: A modeling and analytics platform that aids in building financial models for planning and analysis.

Business Intelligence (BI) Tools

  • Power BI: A powerful BI tool by Microsoft that enables users to share insights from their data. It can connect to various data sources.
  • Tableau: Known for its robust data visualization capabilities, Tableau is used to create interactive and shareable dashboards.
  • QlikView/Qlik Sense: Qlik offers both QlikView and Qlik Sense for data discovery and business intelligence.
  • Looker: A data exploration and business intelligence tool that enables users to create and share financial reports and dashboards.

Financial Analytics Tools

  • Bloomberg Terminal: Widely used in the finance industry for real-time financial data, news, and analytics.
  • Reuters Eikon: Like Bloomberg, Eikon provides financial data, news, and analytics for financial professionals.
  • Morningstar Direct: A financial analysis platform that provides investment research, data, and analytics.
  • FactSet: Offers financial data and analytics to investment professionals, helping with investment research and analysis.

Related Questions: 

What is vertical analysis and horizontal analysis?

Vertical and horizontal analysis are critical in the study of financial statements. Vertical Analysis involves analyzing financial information by expressing each line item as a percentage of another thing, typically the total revenue or assets. On the contrary, horizontal analysis, known as trend analysis, compares financial data over different periods to identify trends and changes.

How does the integration of agile project management software impact the accuracy and timeliness of financial reporting in Ecommerce?

The integration of agile project management software can significantly impact the accuracy and timeliness of financial reporting in Ecommerce by providing real-time data updates and facilitating better communication and collaboration between finance teams and project managers, allowing for quicker and more informed decision-making in financial analysis.

What is a technical analysis in finance?

Technical analysis involves evaluating securities based on a statistical analysis of historical price and volume patterns. Technical analysts use charts and other tools to forecast future price movements, disregarding fundamental factors such as company earnings or management.

How does conducting a cost-benefit analysis help Ecommerce businesses evaluate potential investments in technology and infrastructure?

Conducting a cost-benefit analysis as part of economic analysis helps evaluate potential investments by quantifying the expected financial returns and comparing them to the associated costs, enabling informed decision-making for sustainable growth.

What are the security considerations and safeguards required when developing a finance app for e-commerce finance analysis?

When creating a finance app for e-commerce, it's crucial to prioritize robust security measures, including encryption, multi-factor authentication, role-based access control, regular security audits, and data backup, to safeguard sensitive financial data, protect against potential threats and ensure confidentiality and integrity.

How does effective financial planning and analysis contribute to long-term wealth accumulation?

Financial planning and analysis are pivotal in accumulating wealth and achieving millionaire status. This involves making well-informed decisions about generating revenue, managing costs, and investing wisely. It means setting budgets, creating forecasts, and closely tracking key performance indicators (KPIs) to ensure resources are used efficiently, optimizing pricing strategies, identifying growth opportunities, and allocating capital smartly. By continually assessing financial health and adapting to market dynamics, entrepreneurs can not only sustain profitability but also steadily progress toward their aspiration of becoming millionaires.

How can e-commerce businesses improve their profitability?

  • Optimize Pricing Strategies: Ensure that prices cover costs and contribute to profitability.
  • Reduce Operating Costs: Identify and cut unnecessary expenses.
  • Increase Sales: Implement marketing strategies to attract more customers.
  • Enhance Customer Retention: Build loyal customer relationships to increase CLV.

What Types of Financial Statements are Included in Fundamental Analysis?

Fundamental financial statement analysis is the process where these three common types of financial statements are analyzed:

  • Income Statement: This provides information about a company's revenues, expenses, and profits over a specific period.
  • Balance Sheet: This shows a company's assets, liabilities, and shareholders' equity at a particular time, offering a snapshot of its financial position.
  • Cash Flow Statement: This details the cash inflows and outflows, helping assess a company's ability to generate cash and meet its financial obligations.

What tools and technologies can help with finance analysis for e-commerce businesses?

Here are some effective tools and technologies that can help with finance analysis for your e-commerce businesses:

  • Accounting Software: QuickBooks, Xero, etc.
  • Analytics Platforms: Google Analytics, Mixpanel, etc.
  • ERP Systems: Enterprise Resource Planning systems for integrated financial management.

Conclusion: Financial Statement Analysis for Sustained Success!

Finance analysis is pivotal for the sustained success of your E-commerce business in the dynamic digital marketplace. This primer underscores the significance of robust financial management, emphasizing the need for meticulous budgeting, cash flow analysis, and risk assessment. 

By mastering these fundamentals, E-commerce entrepreneurs can make informed decisions, optimize resource allocation, and navigate economic uncertainties effectively. To excel in corporate finance, it is crucial to develop fundamental analysis skills, which include the ability to analyze financial statements and apply basic financial principles to conduct comprehensive corporate financial analysis.

Furthermore, leveraging financial information enables strategic planning, fostering growth and adaptability. In a landscape defined by rapid evolution, a solid grasp of financial analytics ensures fiscal health and positions businesses to capitalize on opportunities, fostering resilience and longevity in the competitive E-commerce realm.

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