How Thomas Built a $400K/yr Cleaning Business

Vic: Welcome to Cleaning Company Blueprint. I'm Vic, and today we have Thomas from 307 Maid here to talk about all things cleaning company. We're going to talk about the good, the bad, the ugly, everything in between. These are always really fun. So Thomas, you're in Wyoming. I'll give a little backstory. In 2021 my sister Jen saw a tweet, and I imagine you did too, Thomas, because you and Jen ended up enrolled in the same 30-day cohort, a course where Kevin and Rohan taught you how to start, grow, and scale a cleaning company totally from scratch.

And now here we are, it's April 15th, 2024, so three years in, and you have a successful cleaning company. Did you initially hear about it on Twitter?

Thomas: Yeah, I came across Rohan's tweet on one of those busy evenings at home in the middle of the pandemic, and I'm like, is this for real? The good thing is Rohan showed other people who'd had success with the program, and I'm like, okay, let me give this a try. I got into the program, and the rest is history.

Vic: There were quite a few people in that cohort, and I find it really interesting, because on Convertlabs, the software we all use, for a while you could see who was in the number one, two, and three positions. For months, the top three were your company, our company, and a third company, all in that one group. There's something magical about that particular course.

Thomas: Every morning I'd go onto that dashboard to see who was where. That was a really fun competition going on. They got rid of it, because now it's just focused on your own metrics, but I enjoyed it.

Vic: So you're in Wyoming, you're originally from Ghana. How long have you been in the States now?

Thomas: I've been in the States about 13 years, it'll be 14 in August. I came here for school, met my now wife here in Wyoming, she's from Wyoming, and that's how I ended up here.

Vic: And one fun fact, Wyoming is the least populated state in the United States.

Thomas: Very rural. There are more cattle than people. I've loved living here, every bit of it.

Vic: So what's the name of your city?

Thomas: Cheyenne, where the state capital is. I think Wyoming has about half a million people, so a pretty small population.

Vic: I'm always watching those small places, because we're in a small city too, and we often do very well with cleaning businesses that use the online booking we teach, because nobody else is doing it yet. Were you first to market with your cleaning company?

Thomas: There's a company here that has an online platform like ours, but for the most part I share the sentiment you described about small towns. They have this very unique demographic that I think is a gold mine. The good thing about where I'm located is that I'm closer to northern Colorado, so I also get a good chunk of business from Colorado. It's actually quicker to drive to the closest city in Colorado than elsewhere.

Vic: So let's go back to the very beginning. You took the course, you had a full-time job, and you worked full-time for at least a year. A lot of people start these as side hustles, they have their nine to five, then they want the side hustle to replace it. How did you find your first year working full time, answering the phone, learning everything? Because your first year, it's a steep learning curve.

Thomas: It is. To be honest, it's been a challenge, but the one thing I'm grateful for is that with a lot of focus, it's very easy to transition, which happened in my case. My background is in data analysis. I used to work for one of the biggest insurance companies here in Wyoming, then moved to working for the state, and then Covid happened.

My wife lost her job, and that reality hit us real quick, that if we had to navigate Covid without more financial stress, we had to do something different. I quickly realized that with a lot of focus and the systems that put everything together, we could really draw in a lot of business. We were lucky to be able to focus and drive that switch from my full-time job to working full time on the business.

Vic: How did you make the decision to go from a full-time job? Did you have a number in mind where once you were earning a certain amount, it was time to quit?

Thomas: Yes, it was a very big decision. My wife was very worried about me making that transition, especially after she lost her job, because then we had to worry about health insurance. But we were able to come down to a number, and that decision was easy. If I'm able to replace what I was making in my full-time data analysis job with the state, then it'll be an easy decision to quit and focus on the business full time.

That's what happened. I focused on it, I did everything possible to hit the number.

Vic: How long did that take you?

Thomas: That happened in about a year and four months. And my apologies, you can hear my dog, he gets nervous if he's not near me.

Vic: That's a cute dog. Isn't that wild? If you think back to June 2021 when you're taking the course, just like, I've got to figure something out. Everybody who takes these courses, there's a reason we all do it. 30 days to change my life, for real? Is this real? And then you talk to real people like us, and you're like, okay, this is real, you can really do this.

A lot of people have failures, and some people have success. For you, what do you think the difference was? You're in a small city, not a lot of competition, you're driven because you're career switching, there's a theme there, by the way, a lot of these hot seats have been people making that major career change. But what do you think sets you apart?

Why have you been successful, and why didn't you quit?

Thomas: I'd like to credit the community that Rohan and Kevin had, to a lot of our quick success, because there isn't a problem we came across that someone in the community hadn't faced and had a solution for. I'll also add, being here in Cheyenne, we have a very unique demographic where people really want to pay for value, so we're able to charge a premium price for our services. In Colorado people are more price conscious, because there's a lot of competition and the population is massive. Here, people want value, so we're able to charge a little bit more than what the competition typically would.

And we've been very lucky with the team we have. I can brag that I think we have the best teams, who deliver value over and over again.

Vic: I feel the same way.

Thomas: Those factors are what really helped with the transition from my full-time nine-to-five W-2 job to being responsible for myself, the business, and my family.

Vic: That's so great. And revenue-wise, you're at between about 30 and 40K a month between low season, which would be winter, and high season being spring, summer, fall. So you're very close to joining our Millionaire Mastermind. Our Millionaire Mastermind is, you're earning 50K a month, and then we meet once a month, we all get together on Zoom and discuss our wins and losses.

It's essentially the same as this, just a larger group. It's free to join, there are no coaching fees, because we're all giving our all. I did want to mention, when Thomas talks about the community, it's a button within the Convertlabs software. Everybody who has Convertlabs can access this community. Right now, April 15th, 2024, we're talking about 500-some-odd people, so not thousands, but the people in there legitimately own cleaning companies or other local service companies.

The majority is cleaning, because that's the easiest one to get into first. And I would 100% agree with you, if I didn't have that community, I would have struggled with questions like, should we go into commercial cleaning right away, and why not, pricing, how to deal with complaints, how to hire cleaners. It's all there.

Thomas: I agree. And everybody runs their business differently, but also kind of the same.

Vic: So tell us some hoarder stories. What do you got?

Thomas: A lot of my horror stories stem from those very few problematic customers whose expectations are overblown and unrealistic. This brings up one of the horror stories, over a year ago we had a complaint that our employee stole from the client. That was very hard to prove, but it made us pay a lot more attention to our crews. We background check everyone, but when Covid happened, people were under a lot of financial stress.

So that was one of the horror stories that comes vividly to mind, and how we navigated it and put systems in place to make sure things like that don't happen.

Vic: We've had a lot of people in the hot seat calls talk about what to do when a cleaner tries to steal something, whether or not they actually did it. How do you prove something? So did the police get involved?

Thomas: Luckily no, because what we did to navigate that was just credit the client back for the amount they said they lost. Ever since then we haven't had an issue like that. We've had more of just customers with very unrealistic expectations.

Vic: Do you still do one-time cleans, deep cleans, move-in, move-outs?

Thomas: Yes, I'd say about 45% of jobs every month, and also revenue, comes from one-time jobs. For example, we have a contract at the Air Force base that are all one-time jobs, although it's still part of that contract. All of them are usually move-outs.

Vic: Walk me through this. So the Air Force base, if it's a move-out clean, that means it's their people that are moving, and it's their houses?

Thomas: Because we have that contract, all of my cleaners are able to get on base to work, because you need a special pass. So that makes it easier for us to solely get those jobs at the Air Force base, which is a blessing to our business.

Vic: So now we have to talk government contracts, which people have been asking us for on the YouTube channel. We won't dive too deep, but a little bit. How did you get a government contract for an Air Force base as a cleaning company? What is the process to even start that?

Thomas: In our case it's kind of unconventional, in the sense that the call came to us directly. Their previous contractor, from what I heard, got very complacent with the contract, and they were really upset about that, so they came looking for a new cleaning contractor. They called a few contractors here in town who didn't pick up their phone. We were very lucky that we're always here picking up our phones, and if we miss a call, we call back right away.

Vic: The basics, answering the phone.

Thomas: Just answering the phone goes a long way. So that's how we got into the government contracting space, from that one phone call. A month or so ago we signed onto another four years of the contract. Since then it's just been a few other contracts we've been able to bid on and win.

Vic: That's so great. What we tell people when they ask, should I just do commercial cleaning, we always come back with, it's a cashflow issue. You need to be billing enough and have enough money in the bank that you can pay your people before you get paid, and commercial is always going to be at least 30 days after you've invoiced. We're talking hundreds of thousands of dollars, some of these contracts are millions.

It sounds like a lot of money, we all want it, but if you can't pay your cleaners, you can't bid on these contracts yet.

Thomas: I totally agree. During the summer is when we have that huge volume of work on that contract, and it stretches our reserves sometimes until fall or winter when things slow down, and then our account gets back to being fat. We like fat accounts. Cashflow should be on the mind of anyone going into a space where you don't get paid until after 30 or 60 days.

Vic: The reason we all start with residential is that we use Stripe. When you first start, you get paid within seven days or so, and then it drops to within three days. So you're only cash-flowing three days' worth of payroll, we don't even break a sweat about it anymore. So what do you think your number one pain point is now?

Thomas: To be honest, it comes down to our staff, the contractors working for us. Cleaning businesses have a lot of turnover, churn. It's really hard to keep people for a very long period. So that's probably number one, getting people to bring on board, especially when things get super busy.

Vic: Now that you're three years in, are you able to get a little more ahead of that, where you know, okay, it's April, I should be hiring now, because in two months it's too late?

Thomas: We've been able to navigate that better compared to when we started. Right now we're hiring like crazy to fill the demand coming in and the anticipated demand around June. That gives us enough room to decide who on our team will stay and who we'll send our jobs to.

Vic: How are you hiring, are you using Indeed?

Thomas: Indeed, yeah, it's our number one platform, we're able to fill demand pretty quickly. Word of mouth has also helped a lot, that's a close second after Indeed.

Vic: That's my favorite piece now, because we don't need to post very often. Our hiring cost was always about $100 per cleaner we bring on in terms of Indeed, and we have a video I can link below about how to do that on Indeed. But now our hiring cost is virtually zero, because our cleaners are bringing us their friends.

Thomas: I'm getting to that point too, our hiring cost has gone down a lot from word of mouth referrals from our other cleaners.

Vic: And they also look at your Google reviews. A really good cleaner with a lot of experience knows to go to Google, what are the cleaning companies in town, read the reviews and your replies, which means they can see how you handle negative and positive, and then decide, should I call this person to see if they're hiring. We get so many phone calls from people, often not in our city, so we don't hire if they're not in our city, because the city's really expensive to live in. But if they're already here, great, we always have a conversation.

Do you have plans to expand, or stay where you are?

Thomas: We have plans to expand into other cities with similar demographics to Cheyenne. This year we've taken on one of those cities seriously, hiring a lot, driving up the ads we put out there, and it's starting to pay off.

Vic: That takes time, doesn't it? Time and patience, trust me. So many people have done that and then they're just like, eh, us included, we've done it three times now. For your name, it's 307maid.com, and 307 is the area code plus the keyword, very smart. Jen and I are always talking, geography plus keywords equals your business name.

Thomas: The good thing about Wyoming is we have just that one area code, so it was a very easy decision. When looking for a name, Rohan will always tell you to keep it simple. Simple is best, don't overthink it, don't spend weeks on your name. At the same time, the wrong name, you don't want people to ask the question, what, when they're looking at it.

Vic: It needs to be obvious. 307 Maid, that's genius to me. If I was in that area code, I'd be like, oh, this is my local company. Have you found post-pandemic that that's really what people are looking for, small local companies that know their demographic and geography? There are so many companies trying to be run remotely, even from out of country.

Thomas: Especially in a small town, that familiarity helps a lot, big time. We've even had people show up at our house. We've had to change our address so we don't get people knocking on the door.

Vic: Luckily that's never happened for us with customers, but people trying to be an employee have knocked on the door, hi, I want to work for you, and I'm like, honey, this is our house. So we've got an official business address now. That's a small-city thing. I love that you're physically there and not trying to run this from the beach in Hawaii. There are a lot of internet folks saying how easy this is. What would be your response to that?

Thomas: I can afford to run the business from anywhere now, but one unique thing about small towns is that a lot of the wealthy customers who have money to pay for recurring services, at least a thousand dollars to spend on us coming to clean for them, most times they want you to come work their homes, and being local, being able to put a face to who's coming to clean, definitely helps win those jobs.

Vic: How many walkthroughs do you think you'd do in a month? I don't do very many, that's why I'm asking.

Thomas: I typically don't do a whole lot of them, usually people just book directly on the website. But for some zip codes in town, if the customer calls to inquire, it's easier to win their business by meeting in person, and I personally don't shy away from that. I'll jump in my car and drive down to meet them, because people from these particular zip codes are very affluent, they have money to spend, and we can charge a premium to go into the home.

Vic: We're exactly the same. We'll have certain areas of town, beachfront, waterfront, 8,000 square feet plus, almost impossible to price by square footage, so it's easier for me to say, do you want me to come do a walkthrough and talk about your specific needs, and they always book when I do that. At the same time, I can avoid the nightmares, because some of those are the cheapest people around. Just because you've got 8,000 square feet doesn't mean you'll spend your money easily.

Do you have anything you wish you had known when you were first starting out?

Thomas: I think when we started out I spent money on some things I shouldn't have, cleaning supplies and equipment. Knowing what I know now, I wouldn't do that. Almost three years in, I still have some of that equipment sitting in my garage, and I haven't even used it.

Vic: The reason you say that is that your cleaners have their own preferred cleaning products, so you don't need to purchase for them or tell them how to clean.

Thomas: Exactly, they already know.

Vic: There are a lot of people that think they need to micromanage the cleaners, and I say this with love in my heart, guys, you don't need to. A good professional cleaner already knows what to do, and the last thing they need is a business owner telling them how to clean. The reason I say it's with love is that there are so many cleaners who try to start these companies and they just want to get in there.

Thomas: I agree. You have to trust the other cleaners.

Vic: Where did you get most of your leads from? Is it pay per click, pay per lead?

Thomas: A lot of our leads come through Google Local Services, a lot of them, so I'm always glued to my phone, we answer those calls when they come in, because you're paying about 25, 30 dollars per lead. Over time we've also transitioned into word of mouth, people referring other people. A lot of our leads also come from property managers here in town who have 200 or 400 houses under their stewardship. But our number one source is definitely Google.

Vic: That's actually really interesting, because within our community that is definitely not the trend lately, and I think that has a lot to do with where you are and your commitment to answering the phone and being good on the phone. The vast majority of our community in 2024 are complaining that the Google Local Services costs are through the roof. They used to be able to say their budget was 300 a week, and now they'd have to say 30,000 a week because the phone won't even ring unless you add more zeros. So I'm always like, we'll just add another zero until the phone rings, but make sure you shut it down if you're missing all those calls, because you're paying for them.

Thomas: We've had to tweak that too. We don't have our ads running during the weekend.

Vic: Because you're not going to answer the phone, you're busy coaching soccer, having a life with your wife.

Thomas: Yeah. I think we've been very lucky here, Google Local Services works great, to be honest.

Vic: What we always tell people in the community is, you're going to find your one thing, and then there'll be these extra little things, but keep whatever's working. Don't think just because it's working for someone else in a different state, you have to do what they're doing. You just do what's working for you. We got some really good clients from Google Local Services in the beginning, now we're all organic, which is great, but it's still scary.

There are days where it's like, oh no, the phone's not ringing, do I need to spend money on Google. But word of mouth, reputation in a small city, it really matters.

Thomas: It does matter. And that's one thing NiceJob has been able to help us work on.

Vic: So you've got NiceJob integrated into Convertlabs, you're literally following the blueprint. I could not write this any better. You took the course, you learned the steps, now we teach the course, it's on YouTube, it's free, anybody can see it, and literally just follow the steps, but a lot of people just don't.

Thomas: It goes back to what we said earlier, the core message from Rohan and Kevin and pretty much everyone in the community. Systems, and if nothing is broken, don't fix it.

Vic: All right, let's open it up to the others here. Does anybody have any questions? While we wait, my other question is work-life balance. This is actually the topic for our next Millionaire Mastermind, because that's all of us, especially going into high season when it gets really busy. How do you guard your weekends, your time away, because like you said, your phone is glued to you.

Thomas: It's a challenge, to be honest, because you have this target you're trying to meet every month, and juggling that and family can be hard. But I try, and I credit my wife for helping me detach, shut down, doubt me going over the edge, if I put it that way.

Vic: I credit my sister for the exact same thing. If I didn't have Jen in this business keeping me on track, I'd come up with problems, and I have many times, where she's like, whoa, you just created a problem for yourself you didn't need to create.

Thomas: I try to take weekends off now, especially with soccer season here, so that helps me detach without overly burdening myself.

Vic: And you're pretty much doing this full time, at your computer Monday to Friday, nine to five. You've replaced a full-time nine to five job with your own nine to five, but the difference is you're in charge. My big thing is that I'm Monday to Friday, nine to five, but I go to yoga in the middle of the day, which is a two-to-three-hour chunk of time, drive there, do your thing, drive back, shower, have lunch. So even though I'm nine to five, am I really?

Not really. And if I didn't do the thing I need to do for myself, which for me is yoga, I would not be as good at handling those complaints when they come in, or when we don't have enough cleaners. You have to take care of your mental health, which is tied to your physical health and your spiritual health and your family and your relationships.

Thomas: It's very important. We could shout it from the rooftops, but actually putting it into practice, that's the difference.

Vic: Richard says no questions, but great hot seat. Thank you. I have to say, Thomas, you were a little nervous doing this, because you said you're more on the introverted side, and I said, so is my sister.

Thomas: I really am, but you're able to answer the phone. I think if you have to be out there as a solo hunter, that's how I look at myself, you have to do everything possible to win that business. With that mentality it's easy for me to get into that headspace where I have to get this booking, I have to keep my subcontractors busy, they have to pay their bills, I have to pay myself. It's a totally different headspace versus having to converse or meet with people outside of the business.

So it's a totally different mindset, who I am in the business and who I really am outside of it.

Vic: I totally agree. And it's funny, Rohan and Kevin, the very first day of their course, and they still do it, day one is always mindset. One of the slides Rohan uses is, the way you think today is not the same way you're going to think when you have a million-dollar company, or a 10-million-dollar company. So you've got to stop listening to the thoughts you have today, because they're not serving you.

That's why it's so important to listen to people like you or me. Even though we're not millionaires yet, we're at least being transparent and sharing our failures, successes, embarrassments.

Thomas: Most of the things are the same as everyone else's, and that's the beauty of it.

Vic: And you're not pretending this is easy. That first year was tough.

Thomas: It's definitely not easy, to be honest.

Vic: Everybody in the room today has a full-time job, so they're all in the struggle of the first year, working full time, a family, kids, and now a cleaning business as a side gig. The next question, Rich asks, can you describe your typical day now, how you organize your day?

Thomas: Good question. My typical day generally starts with going over the schedule, seeing what we have lined up, and watching out for any issues, most of which are cleaners calling in sick, and trying to mitigate that. A typical day also includes paying my employees for the jobs they've done that day, and answering the phone and emails. Over the weekend I try to plan out my week, looking at the big picture, seeing if we currently have bookings for the upcoming week that would get us to where we want to be at the end of the month.

If not, then I start looking at how to reach out to more customers, whether we have to crank out more ads.

Vic: We're pretty much the same, the only difference is I check at the end of the workday. There are a couple things I do every day. I check our OpenPhone first thing in the morning to see if any cleaners have called in sick, because that happens, and once one does, there's a virus going around, and all of a sudden it's like, okay, we're in sickness season. That's usually at 7 AM, then at 9 AM.

Sometimes I'll schedule emails to go out, if I'm raring to go at 7 AM with my coffee, I'll reply to emails that came in the night before, but always schedule them for clients so they only get my communication between nine and five. My cleaners at 7 AM, no problem, I'll text them back, I got you, I'll fill your shoes, don't worry about it. And at the end of the workday I pay all the cleaners every day, Monday to Friday. Then at about five to five, I check the next day's bookings.

It's a mental thing, I've already done it, I'm doubling my own workload, but it's for my own mental health, I look and go, okay, how many new clients do we have tomorrow, how many new cleaners are going out tomorrow, and never the two should meet.

Thomas: That's right.

Vic: So no new cleaner and no new client, ever. I just make sure mentally, okay, tomorrow around nine o'clock, that's when the phone's going to ring, when the new cleaner goes out or a new client is calling. You start to get into a flow of knowing, okay, if most of your jobs start at 9 AM, that's when most of your problems will be.

Thomas: Definitely.

Vic: In our case, 70% of our jobs are at 9 AM.

Thomas: Most of our jobs here too. So the afternoon jobs are the rare ones, and I'm usually done by three or four, things wind down.

Vic: And then you check the community, how's everybody else doing.

Thomas: I haven't been too good about that the past couple of months, but I think I need to come on there more often. It's nice, especially when there are so many fresh new faces, and they get so excited to hear that this is real. It fills my cup.

Vic: Rich wants to know, can you describe your follow-ups for new customers, they book, and then what happens?

Thomas: When a new booking comes in, I take a look to be sure it's close to accurate for the address description, and then I Google the actual address to get the real square footage rather than just believing the customer, because we've had issues where customers don't understand how the platform works and leave it at less than 900 square feet for a house that's maybe 3,000 square feet. Sometimes it's just customers wanting to be cheap, which is fine, because I can call to verify. Once I check the booking, I assign it to one of our cleaners, and that's really it, unless my cleaner has a question. On the day of the job, no initial call from the customer usually is good, in my opinion.

If they have an issue, they're really good about calling to follow up. Otherwise, we build them, we send out the review link through NiceJob, and that's pretty much it, unless it's a recurring client, where every four months or so I check in to see how everything's going, what we could do better. Outside of that, everything is set automatically through Convertlabs.

Vic: I'm exactly the same. In the first year we would follow up with each new client, because it's really important your first year to get all those five-star reviews and manage complaints. But by year two and three, the automations are in place, you're more confident in your skills, your cleaning teams are better, so there's a lot more trust and you don't have to hold their hand. We don't do the four-month follow-up, we just trust they'll let us know, and they do.

The average in the industry is about 18 months for recurring clients, from what I've heard. Most of our clients stay longer than that. Again, that's a small city, not a lot of competition, so it is different for us than in New York City where people might not be as loyal because they can book someone else tomorrow for cheaper. One more from Rich, I've had a few customers add stuff on with my cleaners and they've just done it, I've spoken with the cleaners but it keeps happening, any suggestions?

Thomas: I've gotten to the point where I let all my cleaners know as often as possible that if it's anything outside of what the client booked, they should let the client know it's going to be extra. Usually they're okay with us doing it for whatever the extra cost is.

Vic: All right, everybody, it's 6:05, thank you so much. Thank you, Rich and Richard and Juan for being here, and thank you to Thomas, most importantly, for overcoming your I'm-an-introvert hesitation. I just love that we were in the course with my sister and are still doing this. I heard there were about 50 people in your course.

Thomas: I like to imagine everyone is out there doing very well.

Vic: And thank your wife for us as well, I know she does a lot of your marketing.

Thomas: She does. One day we'll get her in here too.

Vic: Thank you so much, Vic. I can't stress how awesome it is having you and your sister out there in the community, chatting and helping other people get over whatever issues they have. It's super awesome.

Vic: We do it because Rohan and Kevin changed our lives. There aren't a lot of people out there who actually tell you exactly how it is and give you the exact roadmap, so we've got to keep giving back. Half a billion dollars worth of revenue has been generated by our little companies all over the world. It's insane.

Okay, we're going to do a follow-up call with you in a year or so. Picture yourself in a year, what is your monthly revenue at that point?

Thomas: We're looking at doing nothing less than 60 or $80,000 every month. This time next year we would have done well over a million dollars, I'm very certain of that. We should actually cross a million dollars here in a few months.

Vic: The day you do that, screencap your Stripe and put it in the community.

Thomas: I'll be sure to do that.

Vic: It's the best. We crossed the million-dollar marker at 26 months.

Thomas: I saw that, and that early on, we have to hear that number. It's incredible having people like you out there who can encourage other people to see the bigger picture, and remind yourself that there are other people doing big numbers, and you aren't any different.

Vic: That's the best thing to have said, we're not any different. That's the thing with the Millionaire Mastermind, even though we're billing 50K a month and beyond, we're all still dealing with exactly the same issues we did in our first year. The only difference is it's more. So we're all excited for 500,000 a month, I don't know what that looks like yet, but I imagine it's exactly the same.

Thomas: I know it's possible, and I know that would be us soon.

Vic: So definitely next year, 60 to 80, I'm going to hold you to that.

Thomas: Please hold me to that, because that's my goal as well, to remain steady, so that when winter hits it's not so bad.

Vic: All right, I'll see you in the community.

Thomas: See you soon. Thanks everybody. Thank you.