In today’s episode, we’re bringing a break in our regularly-scheduled mini series for a one-off episode all about our personal 2020 business plans. Then we’ll finish the show with a weekly actionable tip.

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Cassy Joy: Because I see this a lot; people setting goals, and then nothing happens. Because they’re not making plans, they’re just setting goals. So are you addicted to goal setting? And you know you are if they don’t always come through. So are you addicted to goal setting, or are you really process and results driven? Your excitement should be in doing of the work, not in setting the goal.

Welcome to Driven; a show about business, life, and wellness from two confident, curious women who are pulling back the curtain on what it’s like being an entrepreneur. Each week, join hosts Diane Sanfilippo and Cassy Joy Garcia talk about being your best, showing up for your dreams, and kicking self-doubt to the curb.

Diane is a business whisperer, best-selling author, and plant-hobbyist based in San Francisco. Cassy Joy is the founder of www.FedandFit.com, best-selling author, and casserole enthusiast. She calls San Antonio, Texas, home.

Diane Sanfilippo: In today’s episode, we’re bringing a break in our regularly scheduled mini-series for a one-off episode all about our personal 2020 business plans. Then we’ll finish the show with a weekly actionable tip.

Topics:

1. Shop Talk: 2020 Themes and goals [2:20]
2. Shop Talk: Team goals [17:51]
3. Shop Talk: Website goals [24:54]
4. Shop Talk: Beautycounter goals [38:36]
5. Shop Talk: Video goals [44:30]
6. Shop Talk: Podcast goals [48:36]
7. Shop Talk: Diane’s goals [50:48]
8. Shop Talk: Cassy’s goals [55:22]
9. Tip of The Week: Audit your goals [1:00:19]

Cassy Joy: Today’s show is brought to you by the Nutritional Therapy Association. The NTA trains and certifies nutritional therapy practitioners by focusing on bio-individuality and the range of dietary strategies that support wellness. The NTA emphasizes a whole-food, properly prepared, and nutrient dense diet as the key to restoring balance and enhancing the body’s innate ability to heal.

Throughout their programs, students learn a wide range of educational tools and techniques to identify and correct nutritional imbalances and deficiencies in their clients, and to launch a successful career in holistic nutrition. The NTA produces like-minded practitioners and consultants that we endorse and consider colleagues in the health and wellness space. Registration for the February class is now open through January 31^st. And seats are already filling up quickly. You can learn more, and save your seat, by going to www.NutritionalTherapy.com. Don’t forget to mention our name, The Driven Podcast, on your application.

1.  Shop Talk: 2020 Themes and goals [2:20]

Diane Sanfilippo: So normally we start the show with What’s on My Plate. But today, since the whole episode is basically what’s on our plates, we’re bringing this right into Shop Talk. And in this segment, we talk about topics that are on both our minds and yours. We’ll cover all sides of the issue, and hopefully land somewhere concise, actionable, and helpful. I feel like we might want to change that, going forward. I don’t know how concise. We’re just; we like to really evolve our ideas. {laughs}

Cassy Joy: We do. Hopefully land somewhere maybe concise. {laughing}

Diane Sanfilippo: I would say, for sure, inspirational.

Cassy Joy: Yeah.

Diane Sanfilippo: And usually pretty actionable.

Cassy Joy: Usually. Almost always helpful.

Diane Sanfilippo: {laughs} Almost. That’s my next T-shirt. “Almost always helpful.”

Cassy Joy: {laughing}

Diane Sanfilippo: I love that.

Cassy Joy: Today we’re talking about our personal business plans for 2020! Diane and I each have several different factors that play in each of our businesses. But we strategically set intentions and plans for each category. So we’re going to cover those today. And hopefully inspire some intentional goal setting along the way.

This was Diane’s idea; I had just jotted out all of my thoughts and goals by category, which she had done as well.

Diane Sanfilippo: I only did that in response to Cassy. Cassy is the information organizer. I move from my gut. And I was like; oh yeah, I guess I could put it into categories and be more organized in the way that I tell people things.

Cassy Joy: {laughs} I did not know you wrote them like that. I was like; wow, we wrote them the same way into the same categories! {laughing}

Diane Sanfilippo: Uh. No.

Cassy Joy: I was really impressed.

Diane Sanfilippo: That’s not how I work. Not how my brain works.

Cassy Joy: She did have a really great tip in looking at my really long list of thoughts and plans for 2020. She says; well, what are your themes for the year? And I honestly hadn’t thought about it in so many words. But I did since we were chatting for the last hour without recording anything {laughs} talking about everything else.

Diane Sanfilippo: We did say at some point we will hit record early. But sometimes we’re glad we don’t. Because sometimes we say some things that we’re like; well, that might be a little personal. But we often do have some really good shop talk before the episode and after the episode. So in the future, we’ll find a way to maybe make that content accessible to you guys.

Do you want to share your themes for the year?

Cassy Joy: I do. Yes. So if I’m looking at 2020, my theme and focus, I will say, for my business is to systematize and automate as much as possible. And I say that with a caveat, because to be honest, in the last two years when people said they were systematizing or prioritizing that and automating, I honestly kind of rolled my eyes a little bit. Because depending on the circumstance, it’s a little bit of a cop-out, I think, when it comes to not putting in the work. But when it comes to Fed and Fit, we have been grinding for how many years? Going on 9 years, we’ve been grinding.

So this year; and every time we come up with something new. Every time we publish something new. Every time we have a new initiative, like holiday gifts, or we’re going to open the Project as a one-off in January. Or we’re going to write a book. Or we’re going to redo our SEO. It’s like; we’re just making these things up as we go and scrambling.

So instead, what we’re doing; for example a way to kick this off in the beginning is I have Lauren on my team who lead the charge on all of our holiday gifting. She’s writing essentially a process for holiday gifting, doing future us a favor. So it’s not meant to control our actions, but it’s meant to be as helpful as possible, so we don’t have to redo the thinking.

Diane Sanfilippo: Spoken like a true Rebel. “It’s not meant to control us.”

Cassy Joy: {laughing} Exactly. I will not be controlled by these systems. But I think it’s good to have some processes. And then automate as much as possible so that my team has the freedom; even Amber sent me a note today and she had the bandwidth to chase something down, because Lauren and I were busy on the gifting. And I wanted Amber to have some mental white space. So she launched this project. And then she had the mental bandwidth to say; you know what? It looks like meal plans are really what people want right now from us. How do we chase that? So it offers so much freedom. So those are my themes. Or focuses.

Diane Sanfilippo: I love that. I think also for our listeners, depending on where you’re at in your business, and the type of personality you have as an entrepreneur. I think a lot of folks; unlike you and I. We’re the, build the parachute on the way down types. A lot of folks get stuck in; what will the system and the process be before they even have a thing to systematize.

Cassy Joy: Yes.

Diane Sanfilippo: While, look; different strokes for different folks. I think that most really guttural entrepreneurs are building the parachute on the way down, and I don’t think there’s anything wrong with moving full steam ahead and then pumping the brakes a little and saying; hold on. We could probably do this better if we had a system in place.

That’s something I ended up doing a few years ago when we were creating and going to launch the Balanced Bites Master Class. I had a very huge ah-ha moment of self-awareness that we needed a project manager. I was like; there is no way I can be working on the actual content for these videos and this program and then also plan launching it. I just knew that I did not have the skill set. I knew that we needed a project manager. So that was kind of; I don’t know, that was kind of the beginning of a lot of the systems that we’ve had in place now for, I would say, the last four to five years.

And I think it’s also the perfect timing; not that you’re asking. But as your team is growing, you have to do that. Because otherwise, you’re not all talking to each other all day, every day like it is when it’s just you and one other person or sometimes you and two other people. You can kind of all talk to each other all the time, but as more people report to you, it ends up being where; I don’t talk to most of my team most of the week. We talk once a week on a call and then I check in with two or three out of five or six people who are working regularly during the week. But they kind of talk to each other. And they’re accountable to each other. So that’s something that I think is huge. And you’re just going to be getting so much more of that wide-open space for creativity and ideas. So I think that’s awesome.

Cassy Joy: I’m excited.

Diane Sanfilippo: Yeah. It’s going to be great. So on that note; my key thing for my business and my team. And I told Cassy this; when I think about the goal for the year, my goal for 2020, I don’t have goals that are like; we will get this much web traffic. Or we will have this many dollars in revenue. That is not my place of magic where I’m just focused on numbers. I think numbers are helpful in decision making, and I’ll talk about that in a bit in terms of strategic plans. Those are helpful.

But for me, I have a little Danielle LaPorte nod in here. I don’t know how many people follow her work. I don’t follow her on a daily basis. So if you’re like; oh, she’s talking about this now. I don’t know. But I know this is something years ago she was really about. It was; how do you want to feel? The Desire Map is her core program. And for me, I want to feel more calm and more focused for 2020. Knowing what we’re doing, what the plans are week by week. I think you and I have talked about content planning for a blog a lot in this way.

And one thing that came up with my team when they were all here for our retreat was this concept of having one core piece of content that’s getting shared week to week. And for me, that provides a ton of focus. It also allows us to focus on what we’re doing with Balanced Bites in terms of food products, etc. And just having that focus so that everyone knows what we’re moving towards. And at the same time, it gives the individuals on my team the ability to focus on what they’re working on, and just kind of evolving in their role and getting better at that. But because they know what they are focused on very specifically.

And then my personal, but also kind of business-oriented goal, and I wrote this on my planner for the year. So every year I have something that’s on my planner. I forget what it was last year; I think it was “You become what you think about.” And this year I just wrote “Think bigger.” And I was in such a hurry at the Erin Condren store that I didn’t even put the year on the cover of my planner. {laughs} I’m like; it just says think bigger. Of course, the year is written on the inside.

So think bigger is kind of my overarching goal or plan or focus for the year in terms of; we’re doing all this other stuff to focus so that I can be given the space. Kind of to your point about what happened with Amber getting space. Because I’m a manifestor. Because my magic is when no one is asking for me to do anything in particular. I can just sit by myself and be like; here’s an idea. Because the ideas never stop. But they definitely get stifled and slowed down when I’m caught up in the doing of everyday stuff.

And I was telling you before we started recording; the kind of work that I do on a daily basis, for the most part, it’s not a lot of hands-on tactical work. I’m not writing emails. I’m not doing any of that systematized work. That’s the stuff that my team is really supporting on. But what I’m doing is connecting with the audience on a very regular basis and building deep connections with individuals. Because I think that is really where I do best. And it helps me to come up with the ideas that I’m going to pursue. So that will help me think bigger, because we will have that focus.

So I think that’s; we kind of have these aligned, it’s kind of about streamlining and getting things going smoothly. Because we’re both very visceral. We make decisions, and we’re like; let’s do this! And then we do it. Which is amazing. But I think both of our businesses will really flourish in the wake of things that kind of chill every process out a little more, you know, in terms of the energy around it. Everyone knows what they’re doing; here’s the checklist. Oh, we want to add this? Cool, add it. But at least we don’t forget something. I think that, for me, is the importance of the system.

Cassy Joy: Yes.

Diane Sanfilippo: It’s not to limit possibility, it’s like a grocery list. To me, that is not the do-not stray from list. That is the do not forget list.

Cassy Joy: That’s such a great analogy. That’s exactly it. And I think about these systems and these processes; it’s like you’re saying this calm. This following a process has a sense of calm. And I know as me as a person; this is an opportunity of growth for me. This year; 2020, it was last year at the beginnings of it. And this is going to sound so egotistical and egomaniacal. But realizing that not everybody thrives in the same environment that I thrive in; y’all, I am a parachute builder.

I was chatting with my husband about this. He was up early one morning over coffee; my in-laws were here for Christmas. And he was telling my father-in-law; because Austin is very different from me. He’s not a parachute builder. He’s not going to jump off the cliff unless he knows exactly what; you know, he’s got it ready to go. And I will take a calculated risk, but I will build a parachute. Because it’s the most efficient thing to do, is to build it while I’m already flying down. And I have to be respectful of the fact that the people that I’m bringing onto my team; the women, I want them to enjoy their jobs as much as I enjoy mine. And I don’t think jumping off cliffs and doing that 100% of the time is an enjoyable experience for everybody! {laughs} 

Diane Sanfilippo: I don’t think it’s enjoyable almost at all for most people who are not the one who is like; it is my brand; I’m making those big decisions. I think most people on the team, yes, there is always going to be; I don’t know. Is it Google who does this thing on a Friday; there is X amount of time for just the white space, as you were talking about? Where, let’s be creative, let’s do some thinking.

But I think for the most part; this is like parenting, from what I have learned from parents. We need to make sure that people who are in roles who are supporting the work that we are doing; they are very clear on what’s expected on them. Because they cannot perform. Our expectations are high. Our standards are high. Our demands are many. And we don’t set people up for success if we don’t systematize. If we don’t get them focused. If we don’t say; here’s what’s the priority and here’s what you don’t need to worry about right now. Because we’re constantly doing that, and reshuffling things in our own minds. But they are not mind readers. So being extremely communicative and getting these systems in place is what calms everyone else down, and I’ve definitely learned that with my team.

Especially working with different personality types and all of that; to say; ok, I’ve learned this is what works for generally this personality type. Here’s how I can carry that through with this other person on the team. And getting a system for them so that they feel confident in their role. Ultimately, that’s the goal. As we have people on our team; at least for me. And we can get into our actual goals for the year. But one of my goals having people who work with me is not just to have them work with me for forever. Or to have them build a business with me. Or whatever it is.

My goal of having people who get into my little bubble, where we’re talking on any kind of regular basis, or they’re a person I consider close to me, is that they leave me better than they found me. They’re a more confident, more secure, happier person. And I will say that that is not the case with some of the people who worked with me very early on. Because I was not in the place that I’m in now. So now I know that the people who are working with me, I’m watching them become different people and become more confident or more self-assured or make better decisions as a person. And that, of course, supports my business in great ways if they’re working with me. But it also means that they kind of leave the nest if they leave it. And again, they leave it better equipped than they came in.

Cassy Joy: I love that. It rings my old girl scout bell in my brain. Leave a place cleaner than you found it.

Diane Sanfilippo: I definitely don’t have that one down. Nope. Hurricane Diane. Nope.

Cassy Joy: {laughs} But that is how I adapt that principle in my life in general. I’m going to make sure that when I have a conversation with anybody, but especially the people who I consider family members at Fed and Fit. There are so few of us. I do; I want them to feel better, not worst, after being together.

Diane Sanfilippo: As best we can; right? Some of it we can’t control.

Cassy Joy: That’s true.

2.  Shop Talk: Team goals [17:51]

Diane Sanfilippo: Alright, why don’t you kick us off; since we were talking about team a bit. Why don’t we kick this off by talking about goals and plans regarding our teams?

Cassy Joy: Yes. So 2020; this is going to be a surprise if my team member; well, they do listen to it, I know at least one of them for sure does. But we’re going to start a wellness program for Fed and Fit team members. This has been something I’ve wanted to do since the very beginning. I helped inform wellness programs, corporate wellness programs, for other companies before really going full time Fed and Fit. So it’s something I’m really excited about building out.

Building out an office schedule. Which, again, it’s one of those; it’s not meant to stifle creativity. I really; up until now; I really don’t care when people work. I really don’t care when you get your job done. Because I trust that people are going to do it. But I love having core hours. Our team thrives on being together and being able to look each other in they eyes and ask questions. So, figuring out what are those core hours that works for everybody.

And then, stay nimble through roles and responsibilities as we build out new jobs. You’ll hear we’ve got a few brand-new plans coming up this year without plans of expanding any further. There are four of us now, which is still a really scrappy team, and we’re going to need to wear a lot of hats. So that will be a big challenge.

And then, me personally, as the leader and mentor to be really frank and honest. I am very intimidated; I feel like I really enjoy leadership roles. But there’s this different kind of leadership when somebody you do consider to be a close friend and a member of the family, and how to be there for people, but also challenge them. I tend to lean into being there for people more than really pushing and challenging. So it’s going to be a really interesting thing that I have to learn as a leader. I need to trust my team that they’re going to receive things well and just put things out there. How do I trust, empower, and guide very gracefully through those ups and downs?

Diane Sanfilippo: I love that. I think we might have talked about some of these things on this show before, but radical candor. There’s a book, and there was a short-lived podcast. I think it was just meant as a promotion for the book. But that was something my team and I talked about a couple of years ago when it was of the moment, and where it’s like; as long as people know you care personally you can challenge them directly.

One thing I’m learning; not that this is a {laughs} not an advice session. But just to share one thing I have learned over the years of cultivating that trust and empowerment. And again, I know for sure in the last few years, I have gotten way stronger as a leader in that way and developing both empathy and continuing to challenge people to grow. I have definitely found that I need to be asking a lot of questions of people on the team. And that is hard. Because when we’re the leaders, it’s like; what we want and our opinion of something feels like it’s the most important, and that’s a big turning point in what I’ve realized in working with my team is, I might want something but my agenda can’t prevail if I expect them to really succeed. So it is a really interesting thing. I’m glad that we have this to do together.

So I want to share one little tidbit of something that’s super different in our businesses when it comes to our teams. Cassy has got a local team, and they are employed. My team is not local; everyone is remote. Everyone really does work on their own hours. I don’t know when people are working. They check in on certain things, if they are inter-dependent. But everyone is remote, and everyone is contract. Project based; everyone is working on different things at different times. It’s just a totally different set up.

So we’re hiring. We’re still looking to finalize hiring a video editor. I have one person who seems like it will be a good fit, so we’ll see on that front. And I realize that I do need to hire a customer service person. I just really need somebody who can step in and handle those types of emails. I’ve been doing that for the last year on Balanced Bites meals, and spices. There’s not usually too much happening with spices, just if a shipment gets messed up or something for some reason. But with meals there tends to be a few more things going on.

So learning that that is a place to be for a while, because it’s important to know what’s potentially going wrong in your business. But then realizing when you switch to the other side where you become resentful of the role instead of learning from it. And that’s the place where I’ve hit, about a year into doing that.

Cassy Joy: {laughs}

Diane Sanfilippo: So that will be coming up soon. We just have to write the description and the little example that I want folks to kind of complete. And it will be an interesting process. But from there, my thought with the team is to continue to develop people in roles that they enjoy. Because I am fine with continuing to push people and challenge them in new ways. But I know that what I’ve seen as the best from some of the women I’ve worked with the longest is when they are really enjoying what they’re doing. I mean, it seems so obvious, but sometimes it’s hard. Sometimes somebody applies for a job, and gets a position, and is doing one thing for a certain period of time. And that role will evolve.

And I think it’s really hard for us when; and I do tend to have a lot of longevity with the folks on my team. So I don’t have a structure where they can just get a promotion, because we’re a very small company. But I do need to evolve their roles in different ways. And so continuing to have those conversations, to identify the moments of magic, as I call it. When I recognize that, not only did someone deliver something excellent, but the seemed really happy doing it.

That’s what I want. I want happy people on the team who are doing work that they love. Do they know that there are going to be weeks or months now and then that might be more stressful than others? Yes. But we have been through a lot of really stressful moments, and I agree with them that we don’t want to do that anymore in a certain way.

Anyway. I continue to tell all of them; look, you’re going to like 80% of what you’re doing, and 20% you’re not. I have the same deal. You know?

Cassy Joy: {laughs} So true.

Diane Sanfilippo: So I can’t take away some of these things. But I do want them to really love what they’re doing, because what’s the point of running a company and having people work with me if they’re not getting to come do something that they love. So those are some goals of the team. What about website? Do you want to talk a bit about website goals?

3.  Shop Talk: Website goals [24:54]

Cassy Joy: Yes. This is probably the top of our list, because it’s a think that right now at Fed and Fit we probably think about more than most projects on our docket. But go back and listen to the SEO episode; we did another one-off episode where I talked more in depth about the strategy here, so I’m not going to unpack it entirely. But we’re looking to at least double our web traffic. Specifically speaking, to our organic web traffic.

So www.FedandFit.com; something that makes Fed and Fit a business, a distinguishing factor, is our website has thousands of posts on it. And that is a significant part of our business, and a part of our revenue. Specifically the ad revenue that we get from it. And it’s kind of an exciting riddle to crack, because you get to work with this dynamic, always changing and evolving riddle that is the Google algorithm, and what does Google want and need.

And at the end of the day, it seems like every time they make an update to the algorithm it is; what does the reader really want and need. Which is how we create content anyways. So I feel like it’s a game that we have an advantage in, because that’s how we write and how we develop. So we’re just going to keep working for the time being. We will probably, specifically speaking to our strategy, update more content than we publish new. So if we’re publishing one to two new articles a week, I think that Amber and Brandy, the two girls that will really be taking this on as the main part of their work, will probably be updating between two and four articles a week. Which is aggressive. Especially considering the workload involved in some of them. Some of them it’s a total overhaul, and some of them it’s just updating a few tags. But that will be great.

And we’ll keep bringing in subject matter experts when it comes to the website. So building out a really nice, rounded; I don’t want our readers to always hear from me. Because I don’t know it all. I might know a lot about a few things, but I don’t know a lot about everything. And I want Fed and Fit; my vision for it is to be a destination for vetted content. But from experts, no matter where you’re looking. So in categories that I’m not an expert in. I’m not a trainer; fitness is a great example. So those kinds of things. So we’ll be bringing those in to make sure it’s a well-rounded resource for folks.

Specifically looking; it is kind of a numbers game, and I check it daily now. What is it; you manage what you monitor; or you monitor what you manage? That is something I’m constantly checking as our Google traffic right now, just to see; did that thing we do work? And did this thing not work. So we really can kind of adjust and readjust our strategy as time goes on.

Diane Sanfilippo: Mm-hmm. We manage what we monitor. That’s a Gretchen Rubin-ism.

Cassy Joy: Is that it? Thank you for that.

Diane Sanfilippo: It’s so good. It’s so true.

Cassy Joy: Yes, it’s so good.

Diane Sanfilippo: I kind of hate that it’s true. But it is.

Cassy Joy: I know.

Diane Sanfilippo: Because I don’t like to monitor things in a lot of ways. We’ll get into more of that.

Cassy Joy: I know. I do; I check web traffic and I check Beautycounter. {laughs} Those are the things that I probably check the most.

Diane Sanfilippo: Yeah. I check orders for meals and spices, and I check Beautycounter. And I will soon be checking more regularly PNLs. But we’ll talk about that in a moment. So for web traffic, for me, it’s actually less granular. It’s more big picture stuff. So the big thing for us is we’re shifting; and probably by the time this episode airs it will have happened. We’ll shift the home page of www.balancedbites.com so that we are really welcoming our readers into the world of Balanced Bites. And I’ll talk more about this when we get into emails in a second.

But we are taking on just kind of the challenge of not having people land on it as if it’s solely a blog. Because we’re not. Balanced Bites did initially begin as a blog, and a health podcast. But at this point, what Balanced Bites truly is is a food company and brand and blog in a way. Because we are going to continue providing recipe content and health basic general sort of health and wellness content. But we want to meet people where they are and show them the solutions that we have, wherever they are. So revisiting that home page and relaunching it.

And then there will probably be some reworking of whatever else is happening with the structure of the site as a result of that. But that’s going to take a little more time. So the strategy and goal that we have is also then diving into things like Google analytics and focusing on the search engine optimization to our top posts. So to your point; editing posts that exist. And then making sure that we’re focused on creating content that reflects our goals for driving our business through things like spices, and meals, and new products that will be coming. And what our readers are really searching for.

So there’s going to be a combination of that type of approach, where we’re optimizing what exists and optimizing what we’re creating. But also remembering that it’s not just about solely giving people what they’re looking for. We have to make sure that our; I hate to use the word agenda, but we have to make sure that our agenda is also met in the process. And I think that will be a fun thing. It’s ok. We’re going to marry both of those worlds.

Cassy Joy: You know; when I was working with a brand manager this past year; Lori Buckle was her name. Something that she said to help shift my mindset around that; because I was very much in this reactive seat of; what do my readers want from me, so I can make sure I’m providing that constantly. She was like; I need you to evolve to the editor position. Where you are anticipating what they need and want and telling them what they need and want.

Diane Sanfilippo: Yeah, totally.

Cassy Joy: And I think that’s what that bucket falls into.

Diane Sanfilippo: Yeah. And that’s part of what I’m doing with things like spices and meals and what products I’m creating going forward. I don’t listen to what people say. I watch the action they take. So instead of asking people, “What do you want?” I look at what they’ve already purchased. Because that’s the truth of what they want, is what they’re buying. So that’s where I will make my informed decisions on. Along with, at large, what are people searching for. So those things will come together to inform.

So, I’m going to roll into some email stuff, and then we’ll bounce back to your email stuff. So along those lines, for many years, we have had very, very solid opt-in offers. Meaning; here’s a free thing you’re going to get for becoming a subscriber. And I think we’ve done an even better job recently for what we’re doing for our Balanced Bites insiders. We have amazing eBooks. We have such great content that we’re giving people. We’re also sending recipes every week. And wellness content goes through that email list; it doesn’t go through my Diane Sanfilippo; we call it Diane Direct emails. It’s all separated. So we’ve had these separate targeted lists for a long time.

But what my plan is for this coming year; and Moriah on my team; who, to the point about evolving team members. She came onto the team not only as a junior graphic designer, years and years ago. But then, really, just in that role of design. And she has evolved her role to be design, but also a lot of project management. Because it really is a skillset that she has; kind of boiling down, what are the actions we need to take, and how do we get there. And taking those actions, too. So she’s really been spearheading this.

But creating what are known as either a drip campaign, or an intro, nice to meet you, getting to know you campaign. Where we take what we know people need to know about us, and how we can help them. And we get that into a very solid email campaign that goes out. Once you opt in, let’s say you opt in for our; well, this will be released so I can mention it. But we’ve got a Balanced Bites kitchen clean out challenge that’s going to be launching on social media. We’ll have a PDF that you can download, as well.

But once you’ve opted in and you’re like; cool, I want to do this kitchen clean out challenge each day. Go through the whole thing. But how do I tell you the story of what is Balanced Bites, what are we here to do? We are not just meals. We are not just spices. We are not just a blog, etc., etc. How do I get you the story so that you can find your place in the type of solutions that we offer? And maybe your place is you’re going to come get some free recipes. Cool. And I’m still going to usher you through, if you decide you don’t want to make that spice blend yourself; we have that we can offer you. If you hit a point where you’re; I don’t want to cook all this stuff for myself either, but I know Diane’s recipes are great; cool. We can offer you meals.

So making sure that we tell our own story. Because I don’t think we’ve done that really well. But at the same time, again, being sure that the person who has subscribed is positioned, as we’ve talked about, like the hero. They are the one who is doing it. They’re either doing the work or they’re making a good decision to save time or save money or whatever it is. But I still need to make sure that myself and my team are putting those pieces in place. Because no one else is going to tell that story for us. We have to do it. We have to really usher people through.

And that’s the best word I can think of. I need to hold your hand and be like; here’s what’s in the store. Because I did that for a long time, working for retail. Let me tell you; when you walk into Lululemon; our pants are organized from this to this. The bras are from least to most supportive. And we need to do that, right? With our own brands. Tell people; here’s what you’re going to get. So that’s part of what we’re doing. And we do have separate brands and separate email lists that we do this through, with Balanced Bites. With the sugar detox. Through Diane Direct, etc. Just getting all those ducks in a row through email.

But again, it’s not fully a numbers-based situation. But of course, growing those numbers. Because one thing I love about having new subscribers or new followers is that I love those of you who have been OGs who have been around for a long time, and you consistently open emails. But that new subscriber is like a fresh new start. It is a new opportunity to wow you and deliver amazing emails or you just followed and you’re seeing my Instagram stories; I’ve got a new opportunity with that person, because they’re eyes are going to be really on that content a lot more. So focusing on those new people really well is important to me. Because I definitely realized over the last couple of years that the people who know us really well, they know. But then there are those new people who keep coming in, and I’m like; they have no idea where we came from. They don’t know what this is about. Maybe people just heard about the Fed and Fit Project this year. They didn’t know what it was before. So, I’m realizing that. We have to keep telling our stories.

Cassy Joy: Over half.

Diane Sanfilippo: Yeah.

Cassy Joy: Yeah, we wound up having; I can give you all this update number. But we opened up the Fed and Fit Project for free in January; we’re here to talk strategy, right, and behind the scenes on Driven. So, behind the scenes; why did we make that decision? For a couple of reasons. Number one, it’s been a long time since I have professionally highlighted that I’m a nutrition consultant, and that’s what I do, and that’s the foundation of Fed and Fit. Number two; it’s been a while since I’ve highlighted that we do healthy lifestyle design empowerment. Because I’ve been all about meal prep for the last year. So we wanted to make sure that was top of mind. But the program wasn’t ready to go for a cost. I didn’t feel right about charging for it, based on how scrappy it was. So we were going to use it as a way as an email opt in.

We offered it up to our members first; our subscribers first and had roughly 7,000 people sign up for it. Which was phenomenal. And then we had an additional 8,000 people join. No, 7,000 people join that were brand new to Fed and Fit. So a little over half is what it turned out to be were brand new to that program and brand new to this whole concept. It gives me such good warm fuzzies.

And when I look at blog traffic, or website traffic, 60%, I think, are brand new visitors to my website. So, if in December I had 350,000 people visit the website, over 200,000 ish of them are brand new. Have never been to www.FedandFit.com before. Man, the opportunity to really; and to your point, if we learn our audience better. Learn what brought them there and give them more of what they want. Boil it down to a few generic categories. Then the opportunity to really maximize that exposure is tremendous.

Our email strategy is actually pretty similar. It is definitely to do a lot of these; we call them E-courses internally. But free mini E-courses that are in line with the different verticals and categories that people are looking for. But I’m hoping to grow by another 50-100% growth next year on our email list. We doubled our list this year, which was great. And that was a huge goal of ours. Because as we chatted about in a previous episode, when it comes to traffic that you get from Google or that you get from social media; that traffic is borrowed. Traffic that comes from your email list is traffic that you own. Because even though you can’t control, necessarily, that someone opens the email, you can ensure that it goes to their inbox. So that’s always a priority of ours.

4.  Shop Talk: Beautycounter goals [38:36]

Cassy Joy: I’m going to move on to Beautycounter. Because Diane and I; it would be unfair not to chat about it, because it’s such a huge part of both of our lives and what we do as professionals. But my Beautycounter business; if you’re unfamiliar, Beautycounter is a safer skincare company in Santa Monica, California. And Diane and I are both managing directors with Beautycounter. So it is a direct; they call themselves a direct retail company. And we have sizeable businesses there. We’ve both been consultants going on four years, I think, each. Just about.

So my goal for Beautycounter is definitely to; specifically speaking to numbers, I’m making actions to double my own personal volume. And I actually think that’s more reasonable, because I’ve been under-maximizing it. My own personal volume. By way of some of those email chains that I just talked about; support my readers more than before. And then help my team promote.

Now, the beauty of this business is; Fed and Fit I’ve hired three people. There’s four of us. But in Beautycounter I get to work with hundreds of people. And it feels as if they still are my colleagues because they are. So I really get to flex that desire to mentor and to dig deep with people. And for whatever reason, I don’t have this same kind of pull of being nice, and a friend, and challenging people in my Beautycounter business as I do in my Fed and Fit business. I don’t know what that’s about.

But I find that it’s much easier to challenge people directly through radical candor in Beautycounter. But helping them with their promotions. Going on some trips. And planning some really fun things for my team.

Diane Sanfilippo: Well, my goals are pretty similar.

Cassy Joy: {laughing}

Diane Sanfilippo: But I will say in terms of growing the business; my big focus will be for me, I’m returning to some of the foundational strategies, or foundational approaches, that I used early on. Where I am remembering to educate, whether it’s my social channels or blog or wherever it is. That I know for the last 6 months to a year I have probably not done much in the way of saying; hey. Do you know what Beautycounter is, and what this company is doing?

I noticed I got a little nudged on this. Because somebody that I connected with on social media; who I think would be great as a consultant. But I do not care. If I’m like; I think you would be great and I think this could be a great business for you, and they’re not into it; I don’t care at all. I’m not personally offended if they don’t want to do the business.

But I do take issue with the fact that they have a lot of reservations about the model; which I get. But I also want to be like; but do you think I would do this if it didn’t really check out? And I don’t think this person knows me that well. But it just reminded me that I have not really spoken enough about the business model and why the company chose it. Because we all know that it could just be a direct to consumer brand like most others, or not. And I do really think that having a base of consultants at this point; tens of thousands of people, who potentially; we know a lot more than the average person about this whole industry now.

So I just need to kind of pull myself back to a place where I am educating about that so that people can understand what’s going on with the industry, and whether or not they choose to shop with Beautycounter is neither here nor there to me. But ultimately they probably will, or they might just because it is a great option. And it is a great solution, for those it’s in the budget for. But really, explaining that and educating. And also sharing through blog posts and things like that about the products that I’m using and what I love and why. It’s all basic; back to basics. That’s just something I want to focus on. Kind of getting back to basics. But same thing.

Cassy Joy: I love that.

Diane Sanfilippo: I love the opportunity to a little bit more at a distance coach and mentor people. And I think the thing that makes it really different from the people on our team is that; with our teams, Fed and Fit and Balanced Bites, we have expectations for our business and they’re kind of a part of that. And yes, in Beautycounter, they are a part of it. But I think we also have slightly unique situations where we are not in the business of pressuring anyone to do anything with their Beautycounter business that they are not raising their hand to do.

And to my point earlier; 80% of the work my team might do, they’re like; yeah, I want to do that. And 20% they don’t want to do. And I’m like; you have to do it anyway. That doesn’t happen in Beautycounter.

Cassy Joy: That’s true.

Diane Sanfilippo: I’m like; you don’t want to do it? That’s fine. You reach out to me when you are ready for something and you have questions. But in the meantime, I will put my focus on someone else. I don’t need to expect anything of people in that way. So that’s just a nice little relief, I think.

Cassy Joy: That’s a good observation. I think that’s probably it in a nutshell. It’s the; being able to challenge people because they’ve said that that’s their goal.

Diane Sanfilippo: Right. And of course, what they do contributes to our business. But we are not creating agendas for them.

Cassy Joy: Right.

Diane Sanfilippo: And I think that’s a good place to be. And I don’t think that’s true of every leader. I think some leaders might not have that same approach. But that’s not something that I will impose on people. If they don’t want to strive for more with this business, I am not going to push them. Not for what it would mean to my business. That’s not important to me.

Cassy Joy: Mm-hmm. Amen.

5.  Shop Talk: Video goals [44:30]

Diane Sanfilippo: Ok. So a couple last little areas that we kind of have in common; we can probably briefly touch on these. But why don’t you talk about some goals that you’ve got for video for this year?

Cassy Joy: Yeah. I’ll try to make this pretty brief, but it’s going to be new. And a lot of thought needs to go into it. But with the new office studio that we’ll be moving into in late spring, we will have a nice big kitchen to film in. So we’re probably going to be doing video in two different ways, and I need to sit down and hash this out. But these kinds of visions and strategies; I have to finish the book first. And we have to finish CookOnce.com in order to really help inform exactly what we’re providing people with video.

But I look at video as the way to just double down on solidifying the content that people find most valuable from us. But I’m thinking a live dinner cooking series; dinner series in front of a live audience. Where I bring a friend in, and we do those as a season. Totally; Diane, you’re invited.

Diane Sanfilippo: I’m coming.

Cassy Joy: But we’re going to do it as a season, and I’m going to plan it out, and that way we’re not running ourselves ragged doing these weekly shows. But probably twice a year, we run a season of these shows. And then we’re also going to; I really want to highlight my team. I don’t know if you’ve ever seen Bon Appetite’s YouTube video channel, but man it’s fantastic. They highlight their creators and their team and their chefs, and I really want to do that. So when people want to know; how do you spatchcock a chicken? I really want to highlight the people on my team.

Diane Sanfilippo: {laughs}

Cassy Joy: And get them in front of the camera. So we’ll probably do those two kinds of video.

Diane Sanfilippo: Well that sounds fun. And I will be there. I’m pretty sure I pitched myself early on. When I heard you were building this kitchen I was like; I will come eat the food. {laughs}

Cassy Joy: {laughs} We’re going to be making dinner together. It will be great.

Diane Sanfilippo: We’ll see. I just remember a show on the Food Network. I don’t remember whose it was; or if I do, maybe I won’t mention it. Where the person was cooking for two or three people at the end of this countertop bar. And I was like; I want to be that person. I want to be on the show, but I just want to be an eater. Can I just come eat?

Cassy Joy: {laughing} I like that.

Diane Sanfilippo: How fun. Love it. So I mentioned about new video editor, but the intentions are pretty modest here. Getting two to four maybe cooking a recipe video out per month to coincide with whatever that core piece of content I had talked about. And I think I talked about this, also, on a previous episode maybe. We talked a little bit about content planning. So if you didn’t hear that and you want to hear more about it.

But from there, probably also for me with video I do really well unscripted and unplanned. Which I know is not typical for a lot of folks. But I will probably do more videos where I’m going live, talking about whatever it is. I’ll save them down and post clips of that to IGTV. Which I did recently; something talking about how to care less about what other people think of your decisions. Or how to make more confident decisions. That was a live video I did that was based on questions people had submitted, and then just had it edited down. Had captions added. Someone asked what app I used; I said I was a real human person. So, you know, I’m in the business of giving people work to do. So I like to do that.

So just kind of moving along in that way. I don’t have any big, lofty goals with video aside from using it as a supplemental piece of content. And perhaps when we get into 2021, when Balanced Bites has expanded and the different types of products we offer are more varied, we might be able to look into that. I love what Siete foods does with their videos on their social media and all of that. So something that’s kind of inspired in that direction, where we’re showing our products, and how they’re used, and how to use them to make your life easier.

6.  Shop Talk: Podcast goals [48:36]

Cassy Joy: Oh, I’m so excited! I cannot wait for our year end review episode. It will be really fun. Ok, and the last joint topic we have is about Driven; the podcast! Which is definitely a part of both of our visions for this next year. And I wrote this analogy; Diane, I don’t know how you feel about this, but when I was thinking about vision for Driven, I was like; I feel like, when I think about Driven, how does this fit in? How does this fit into the business? My business, and then I’m imposing this vision on you.

Because, I’m like; I feel like we’re in a rowboat. And we’re in these uncharted waters, and it’s really foggy. And we’re like; I don’t know where we’re going. But we’re going to go. We’re going to keep chatting.

Diane Sanfilippo: We just like being in a boat together. Mostly.

Cassy Joy: Yeah. We like being in a boat together. We like rowing. We like talking shop. And who knows? Maybe the fog will clear, and we’ll be like; I want to go chase that island down. And we’re going to have a real destination. And we can really make something of the landscape. We just don’t have that yet. We don’t really know exactly where this is going. But, we enjoy what we’re doing, and I’m happy to just keep doing it.

Diane Sanfilippo: Yeah, agreed. I like having this outlet. And I do think that before we started the podcast, I had an idea of an island that I was maybe rowing to, and that’s shifted a bit. Because now I’m seeing the opportunity of where I am and how much I can do and how much I can grow, with Balanced Bites for example. And made the realization that I don’t think I want to row towards that other island. At least not now. But I like being in the boat. {laughs} I like this analogy, Cassy.

Cassy Joy: {laughs} I do too. I love it.

Diane Sanfilippo: Do we have life vests on? Probably.

Cassy Joy: I guess we do. We’re safety first.

Diane Sanfilippo: Cute outfits, though.

Cassy Joy: Absolutely. {laughs}

Diane Sanfilippo: Yeah. And I think that’s a good lesson for everyone. Sometimes you don’t know what the point of the project is, but you really just want to do it and it’s fun, so you may as well. Especially if you can do that with a friend. That was the Balanced Bites podcast for so long. Liz and I became friends through that show. We don’t have the same situation you and I do, obviously. We were friends first. But we didn’t know what was going to happen with it. And it eventually became an online course. And we did a live episode. We did that show for 8 years. So who knows what will happen with this one?

7.  Shop Talk: Diane’s goals [50:48]

Diane Sanfilippo: Alright, I’m going to run through just a handful of additional areas of my business that I’ve got some goals for. So, the first one; and I kind of touched on this a little bit earlier talking about strategy. But systems and finances. For me, this has traditionally been a huge area of growth and sort of a pain point. So different from Cassy’s business, where her husband is very well; got his finger on the pulse with finances and what’s happening with the business.

I’ve always been in a really healthy position financially with my business, which is a great thing. And this is honestly true for my life, as well, where I; I don’t take risks that will be financially problematic if things don’t go well. So I’m always in a good position. But I know that having more information, more systems in place to be able to watch finances, and to be able to see; ok, here’s exactly what’s happening from this line of our business and this line, and whether it’s profitable, whether it’s breaking even. If there’s an area of business that is breaking even, but we know that it kind of funnels folks to come order meals, or spices, etc.

So here’s the thing; my team is really great at planning and executing based on whatever we choose to do. But we haven’t always been the best at reflecting and forecasting strategically based on numbers and trends in our business. I mean, that sounds so basic, you guys; but as somebody who considers myself a really sort of visceral entrepreneur, I can feel what the next thing is to do. And I think there is a lot to that. However, I’m not going to be naive and say; I’m not going to look at the numbers. Because I now am building a different type of business. And I think it does require a lot better handle on those numbers. So building a business that’s based on products. That’s based on purchasing inventory for spices and things like that. And new products that I’m developing. It is really important that I see exactly what’s happening from month to month so that I can make better informed decisions and move forward in that way.

So the second thing is looking at more promotional plans. So I really have, very historically, not been uber promotional on things like meals and spices. And I still don’t plan to be, like there’s a sale every other day or any of that. But just looking at the ebb and flow of business. Looking at the inventory on spices and looking at purchasing trends with meals and what people seem to love the most and making very solid plans going forward based on that. Thinking of some fun and creative promotional ideas so that we can have things that we offer to our customers to get them really excited.

And then finally; this is kind of the overarching Balanced Bites; as a brand we are technically not going to call it just Balanced Bites meals, Balanced Bites spices. Because I will be developing other products this year that will be sold through shop.balancedbites.com. And again, the reason we had to do that separately, which I wish that we didn’t. But we ship meals totally separately from spices. Obviously, they’re cold, frozen products. They are made in kitchens. And they’re in a different location than where we have the spices warehoused.

But shop.balancedbites.com, what I’m talking about for that is really looking at; we’re rebranding Balanced Bites as a whole, which hopefully that will roll out in Q2. And currently in development on some new products. I’m actually debating running a Kickstarter, so maybe Cassy and I will talk about that on a future episode for a few of the products I’m thinking about, just to kind of gauge everyone’s interest on that. But I thought it might be fun to see what the interest is on that front. And planning out our menu and our calendar for the future as we roll forward.

But coming back to those two main themes; the idea of focusing first. And this was something that came up when I chatted with Miguel Garza from Siete family foods; if you guys don’t know, or you didn’t hear that episode. It was probably one or two episodes ago, but I talked about running into him, and having a great conversation that helped to really think about focusing my business. So I do have a new focus for what I want to do with Balanced Bites.

But I also have a new idea for what potentially may be next steps for the business; whether I’m thinking bigger for Balanced Bites or mulling over this idea of potentially transforming it into a totally different brand. And that will be a TBD, you guys. We don’t know. I don’t know exactly what will happen. I’m kind of going to see what happens this year. And then we will go from there.

8.  Shop Talk: Cassy’s goals [55:22]

Cassy Joy: Ok. So the forecasted tasks that I have for myself that are one-offs pretty unique to Fed and Fit. Of course, book three, which is a big one. And it feels weird putting it at the end of this list because it’s such a big deal for us right now, but we are really focusing and rallying around this project. Which I wish I could tell you more about; but I will be able to soon enough.

My goals around it, really what we’re building to execute on it, is to turn it in early. It’s actually due at the end of April, which is also when the baby is due. Which is also when I think we may actually be able to choose a lot for our future home and start officially looking at floor plans. So I’m trying to do as much as I can before that. So that hopefully just in case baby decides to come early, it won’t be a panic or a scramble.

But turn it in early. I actually have written down; make it the best ever. And I really mean that. I’m putting probably just; I mean, I put a lot of thought and intention into my first two books. But I really want to make sure that people; with this being my third book, I want to make sure that people really are like; wow, yes! This is the level of quality we can know that we can come to expect from Cassy Garcia and the Fed and Fit team. It’s a really exciting challenge for me. We’re testing each recipe more than ever before. Lots and lots of layers; especially because we have more people on the team.

And then I have a goal; a part of it is to enjoy the process more than ever before. As much as I do enjoy jumping off cliffs and building parachutes on the way down, there’s something about a book that brings this kind of undue level of stress and pressure that comes with it. And I think the more that we plan around it and build processes to execute within, I think it will be a more enjoyable process. It will feel like we’re a part of the ride instead of constantly having to stop and reengineer the ride, and make sure that everything is still running, and then building the ride as we’re riding it, and so on.

Next on my one-off list I have is our Fed and Fit office. Like Diane said, I have a team that’s local, and they’re all employees. We’ve been working out of my house, around my kitchen table, for years now. A few days a week, and then they work from home on the other days. But we’re finally going to be moving into our office, which will have that kitchen studio that I referenced, and real desks for these incredible people that I get to work with. I’m just so excited to be able to give them their own space that they can call home versus dusting off the crumbs from my toddler as they open up their computer at my house.

But it will be so great. They’ll have their own desk, and their own monitors, and their own plants if they want them. And I just can’t wait. I can’t wait to have a place that our little company really gets to call home. Where we get to be creative. It’s going to be a clean space. It’s going to have a lot of great natural light. An incredible view of the Texas Hill Country. And I’m just so excited about the work that we’re going to be able to really produce from there.

And my last list on the one-off is Cook Once. Cook Once, Eat All Week is the name of my second book; and without giving too much away, that will have a nod in my third book. And what we want to do is we really want to; this is just such a unique concept. And I want to provide; folks are asking more questions. It’s bringing in a lot of really cool interest. People are almost learning how to cook again, and it’s bringing in this entirely new way to look at a meal. Just getting dinner on the dang table. And it’s just been so neat to see how folks are learning how to make it a more efficient, more budget-friendly process by using this method.

So we’re going to build out CookOnce.com. Cook Once will have its own social media profile, and we’ll have the website with video, and downloads, and process demonstrations for people who want to see them. Additional meal plans for people who want the meal plans. And then, of course, like I said; that social media to just really pair it all together. And then we’ll continue to evolve the strategy as book three comes together to make sure that everything is just in harmony with one another.

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9. Tip of The Week: Audit your goals [1:00:19]

Diane Sanfilippo: Tip of The Week! In this segment, we give you one tip that you can take action on this week to move your business or life forward. Cassy, why don’t you kick us off with a tip?

Cassy Joy: Alright, so our tip this week is; you know, when we talk about goals and goal setting, it’s such a fun, buzz-worthy topic. Especially for the beginning of the year. Especially for the beginning of January. But, I tend to see it a little bit of a trap for people who don’t approach it; I want to say correctly. Because it’s not going to be effective unless you’re doing goal setting correctly.

And so, as you can see now, Diane and I have our 2020 visions casted out. These are our goals, you can call them, in air quotes. But really, they’re our plans for 2020. These are things we are going to do. They’re all process based. They’re not pie in the sky or hopes. They’re targeted possibilities that we can back up with executable plans. And what I want you to do, and my tip of the week for you today, is to audit yourself. I want you to ask yourself; because I see this a lot. People setting goals, and then nothing happens. Because they’re not making plans, they’re just setting goals. So are you addicted to goal setting? And you know you are if they don’t always come through.

There’s a difference between you totally negating on a goal and totally forgetting it, versus adjusting your plan and evolving it because, let’s say you decide that something better and different came along that you needed to adjust your strategy towards. So are you addicted to goal setting, or are you really process and results driven? And if you are not process and results driven; if you’re not making plans, then the goals are essentially meaningless. You might have a goal in your business this year, but if you’re not making a plan to get there, then the goal means nothing. Setting goals is a lot like wishing. And your excitement should be in doing of the work, not in setting the goal.

So audit yourself. When you think about our goals for this next year; I’m sure you have some in mind right now. When you’re thinking about them, where do you get excited? Do you get excited by putting this thing out into the universe thinking; “Gosh, I hope this happens. That would be so cool!” is that the part that excites you? Or does the part that excites you, the plan and work to do it? Then achieving the goal becomes this thing that you get to nod at and pat the milestone as you walk by onto the next thing. Getting to the milestone is not the point of it; it’s the work and the process. That needs to be where the excitement is. That’s how you find true joy in your work.

So once you do audit yourself, I want you to write out your forecast for 2020. And make sure it is the work that you are excited by. And if it’s not the work that gets the butterflies moving in your stomach, and gets your head spinning, and your eyes starry with just all the possibilities; then I think you might have overshot. If it’s the goal; like winning the lottery. If a chance goal happening; gosh, I hope this happens. And if you’re not building a plan around it. And if the excitement of the goal more so than the work is what you’re feeling, then you may be overshooting where you really need to be landing with your goals for 2020.

When I say goal, that’s the milestone. But the plan is what we’re after here. How do I get from point A to point B? So get excited about the plan. Audit yourself. Are you setting wishy-washy goals on a hope and a dream and a prayer? Or are you really backing them up with work and executable plans, like you just heard what Diane and I are up to. You can do this. You can achieve your goals, but you have to make a plan to get there.

Diane Sanfilippo: That’s it for Driven this week. If you liked this episode, be sure to subscribe in Apple podcast, on Stitcher, Spotify, or wherever you listen to your shows. Follow us on Instagram @TheDrivenPodcast. Cassy is @FedandFit and I am @DianeSanfilippo. We will see you next week.