Efficient payment processing is a top priority for any company selling online, regardless of what you’re selling. When your customer goes to check out, their payment must be error free, friction free, and a pleasant experience. 

Any unnecessary barriers between your customer and a complete payment subtracts from their experience with your brand and reduces the likelihood they’ll either complete the transaction or return again next time. 

Optimizing this payment experience on the front end (customers) and back end (you) can be challenging for business owners simply for all the variables involved. There are out-of-the-box payment systems and custom solutions alike to help you accommodate the sheer number of payment transaction types and determine how they affect your business. 

Before you make a decision on what payment solution is right for you, it’s well worth getting familiar with the seven core payment transaction types that may affect your decision. Let’s explore. 

The Charge/Sale

Once a customer lands on your e-commerce site (for example), browses your products or services, makes their selection, and adds it to their cart, it’s time to check out. In contrast to a cash payment, an all digital transaction process like this requires a few more pieces of information from your customer to initiate and validate the sale: 

  • billing information
  • card number
  • expiration date
  • security code (CVV)

With all their information provided, the charge/sale transaction has been initiated. In most cases, your payment gateway validates and captures your customer’s funds and payments in a single call. 

It’s worth noting there are payment processors, gateways, and solutions that do both. In this case, your gateway “calls” the processor to transfer various payment data and confirm the validity of the payment with your customer’s card issuer. 

payment transaction types charge and sale blog image

Assuming a successful call, the card issuer will transfer the secured funds once the settlement process occurs. In a charge/sale, authorization and capture occurs in one call, however the settlement tends to occur later behind the scenes. As the merchant, you will receive a transaction ID from the gateway or processor for potential future requirements, like issuing a refund.

Pre-Authorization and Authorization (“Pre-auth/Auth”)

In certain situations, credit and debit card transactions have to pass through authorization (auth) or pre-authorization (pre-auth) to validate the information attached to a card and place a hold on your customer’s funds. Auth involves more steps than your standard charge/sale transaction above and requires two calls to the processor, which increases the complexity of the transaction as the auth must then be captured or voided. 

Let’s say your customer wants to buy an item for $30, with $3 in tax, and $10 in shipping, the auth amount would be $43. When they run their card, the gateway/processor puts a hold on those funds to reserve them for this purchase, while making them unavailable for other uses. Depending on the processing system, this hold can last up to three days. 

In some cases, the processor/gateway may authorize a higher amount than the transaction total as a safeguard against undercharging. This is common with gas stations where the final sale amount won’t be known until the fuel has been dispensed. 

payment transaction types authorization and capture blog image

Another pre-auth or auth use case is for recurring transactions, like if you sell a subscription service. As the merchant, you might process $1.00 to validate your customer’s card is good for future payments and store it. The upside is you get to confirm the payment method, but the downside is the $1.00 will linger until the hold period expires or you issue a reversal (see Payment Reversal below). 

Another factor to consider is that the auth transaction may show up as an unexpected alert on the customer’s account, making them wary of what’s going on with their funds that they may not have intentionally approved.

Required: An auth typically just requires your customer’s full card number, CVV, and cardholder information, as well as the purchase amount.

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Payment Capture

“Capturing” is a payment transaction type referring to securing funds previously authorized for transfer. Once the capture is final, your payment processor can transfer the funds during the standard settlement process. In nearly all circumstances, the capture will be for the amount previously authorized, although certain types of transactions (such as buying gas above) will often capture less than the authorized amount. There is also a risk that the capture will fail, but the previous authorization and validation of cardholder information make this very rare.

Required: A capture call only requires the original auth ID or transaction ID, as well as the purchase amount. 

Payment Reversal

A reversal is precisely what it sounds like – a reversal of a successful auth or pre-auth transaction where your customer’s funds have been put on hold but not deposited into your account yet. This is different than a refund, which we’ll cover further down. 

A reversal typically removes the hold placed on your customer’s funds, but can also be used in cases where there’s a smaller charge for validation purposes only. 

payment transaction types payment reversal process blog image

Required: In most instances, reversals only require the original authorization ID or transaction ID and will not require the customer’s personal information, card number, or CVV.

Void Payments

Customers can often change their minds, and sometimes you’re in the middle of processing a customer’s purchase when this happens. Thankfully, a void transaction can help prevent funds from being transferred instead of issuing a refund later – which comes at additional cost to you. A “void” is simply a canceled transaction before funds are moved or settled, and if done at the right time, you can avoid transaction fees that come with refunds. 

payment transaction types void payments blog image

Required: To void a sale, merchants only need the original transaction ID.

Payment Refunds

No merchant likes issuing refunds, but they happen for a wide range of reasons and are to be expected in the world of online payment processing. It’s standard practice to take the item back and credit the customer’s card within your refund policy. 

In a refund, your customer’s money has already been authorized, captured and settled – meaning you have to completely undo the payment you just processed and return the full funds. A few things to note about payment refunds:

  • Refunds always return the money to the original card, so your customers cannot move money from one card to another. 
  • Refunds come at a cost to you, the merchant. 
  • You may also be at the mercy of the payment processor or gateway in terms of how long you can issue refunds, such as 14 days from the date of purchase.
payment transaction types refund process blog image

In addition to a full refund, merchants can also issue a partial refund. For instance, maybe a customer ordered five items, loves three, and wants to return the other two. This is where a partial refund would be useful as it allows merchants to refund money up to the full amount of the original purchase. 

Required: To issue a refund, you’ll need the original charge transaction ID from the processor.

Credit

Last on our list of payment types is the credit. Credits are useful if your customer is outside the time limit specified by the processor/gateway for a refund, or if there’s another reason a refund cannot be issued – like if their original card is no longer available. This process works just like a charge/sale, except that the funds are transferred from the merchant to the customer’s payment method. 

payment transaction types credit process blog image

Required: Merchants need the card number, CVV, and the customer’s information to issue a credit.

Why Payment Types Matter in Payment Processing

Cash transactions will always be so much simpler than processing credit and debit cards, but the benefits of an airtight payment process makes your business sales infinitely scalable, automated, measurable, and far more relevant in the world of online purchasing. 

Understanding the various transaction types can help you make sense of services and fees offered by payment processors and gateways so you can spend more time offering unique value to your clients and customers – and build a bigger brand market share. 

As always, Clear Function is here if you ever need a hand figuring it all out. Schedule a discovery call with us and let’s dig in.

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Get to know modern payment processing and the key components that affect how you do business. 

Payment processing hasn’t changed much since the world upgraded from bartering to currency. You want to sell something and your customers want to buy it – transaction complete. 

But what makes payment processing different today is the ability to do it well at scale, which includes technology, compliance, information security, accounting, tax, shipping, global reach, and other key elements that are integral to selling digitally. 

  • Good news for buyers: getting your next t-shirt online is much faster, greener, and more convenient. 
  • Good news for sellers: facilitating the transaction is trickier than with cash, but infinitely scalable with the right payment system in place. 

Payment Processing in the Internet Age

The marketplace has become increasingly comfortable with digital payments as security, regulations, and compliance have caught up with the internet wave. Today, you could even say we’re dependent on it. As a result, you can now choose between building a custom payments platform or a slew of ready-out-of-the-box payment processing solutions with varying capabilities.  

Both have their perks and downsides, but the most important consideration is functionality and your return on your investment. Whether you’re new to the subject or a seasoned veteran, it’s well worth the time to look before you leap on a solution to ensure it meets your business goals five or ten years from now. 

To lend a hand in this evaluation process, we’ll be diving into these topics the next few months:

Payment Processing Overview blog image

Payments in a Global Economy

Globalization enables businesses to operate across vast distances, nations, cultures, and currencies. According to the Federal Reserve Bank of San Francisco, online or remote purchases doubled in the last 6 years. Even physical money has become rare as people favor debit/credit cards and online payment platforms like Venmo, PayPal, or Zelle – or now even your smartphone. 

As a merchant, you may sell three products to someone in Maine today, seven to a buyer in Portugal tomorrow, and 15 in your Minneapolis brick-and-mortar store this week. Ultimately, this means that any tech-enabled organization needs tech-empowered payment solutions to make the purchasing experience as quick and convenient as your customers expect.

Let’s explore.

Key Features in Modern Payment Processing Systems

1. Basic Payment Flow

When a customer comes to your physical store or online store, they do their shopping and we hope they initiate payment. It tends to look a something like this:

Online Payment Process blog image

You are the merchant, they are the customer, and if they’re using a digital payment method, a payment gateway is a key part of the process.

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2. Payment Gateways: Gathering the Details

In short, payment gateways request certain information about a transaction and a customer to help confirm the validity of the card or direct payment. For example:

  • Brick-and-mortar stores generally use POS (Point-of-Sale) systems to collect payment information, such as credit and debit card numbers. In this case, the information you need about the customer is stored on the card, plus some sort of security like a PIN. 
  • Online merchants use payment gateways to collect the necessary customer information to make a payment. This info is key for facilitating transactions, but it’s just the start.

The latter group of merchants may include eCommerce, eBusinesses, online retailers, “bricks and clicks,” and more. Your customer makes their selection and upon checkout must fill out a form gathering payment details such as name, address, shipping information, coupon codes, card information, and more – depending on the scenario. 

Online payment process - payment gateways

Payment gateways like these typically work with a variety of card-issuing banks and card associations. 

  • Card-issuing bank: financial institution that offers branded payment cards from card associations directly to consumers. This may include credit cards, debit cards, key fobs, and prepaid cards.
  • Card association: a network of issuing banks and acquiring banks that process branded payment cards. For example: Discover, MasterCard, Visa, etc.

Besides ensuring that the payment details are securely transferred, the gateway can also check the customer’s credit card number and billing address to make sure that they match. Otherwise, the transaction may get flagged for potentially being fraudulent. If everything checks out, the information passes to a payment processor.

Note: Some services like PayPal and Stripe provide combined payment gateway and payment processing services. For simplicity, we’ll treat them as separate. Let’s dive into payment processors next. 

3. Payment Processor: Processing the Transaction

Payment gateways work with payment processors to make the transaction process fast and simple. A payment processor connects customers and their card-issuing bank with merchants and their acquiring bank to facilitate transactions.

Once the payment processor receives payment information, they contact your customer’s credit/debit card issuer, often their bank, or other relevant financial institution (say, PayPal). With credit and debit card transactions, like Visa or Mastercard, a card network facilitates communication and transfers.

The customer’s card issuer or other relevant financial institution (sometimes called the merchant acquiring bank) will then check to make sure that the customer has the necessary funds or credit to cover the transaction. If the financial institution notices any red flags, say suspicious purchases, they might pause the transaction and contact the cardholder/client. Otherwise, if the funds are available, they will approve the transaction.

Online payment process - payment processor blog image

From here, the payment processor will pass the info back to the payment gateway, which will update you (the merchant) and your customer.

4. How Funds Get Transferred from Customer to Merchants

The payment gateway will let you and your customer know whether the transaction was approved or declined. Assuming it was approved, your customer’s bank or other relevant financial institution will send money to your (the merchant’s) acquiring bank, which is the financial institution you use to accept payments.

The acquiring bank will deposit the money either into a merchant account specific to your business’ merchant ID (MID), or an aggregated merchant account. Your money stays in this account in case of chargebacks, returns, and/or other issues later on. After the appropriate time frame, it’ll be deposited into your designated business accounts.

Online payment process - payment settlement blog image

5. Fast and Secure Transactions

Don’t worry if this is still a bit confusing. Fact is, modern payment systems are intricate and have many stakeholders. But what you get is the ability to process payments worldwide within a matter of seconds. This way, customers can get the products and services they need, and businesses can reel in the revenues needed to thrive.

Yet when it comes to money, speed isn’t everything. In fact, payment systems sacrifice a fair amount of speed in exchange for security. This is a trade we gladly make to preserve relationships with customers who expect us to handle their sensitive information with respect and care. Fortunately, modern payment systems are typically quite safe.

6. How Are Transactions Secured?

Where there is money, there will be fraudsters trying to get away with the loot. The internet is massive and data constantly bounces around on different pieces of hardware via highways of digital infrastructure. Often, criminals will try to hijack the data while it’s being transmitted. 

Fortunately, there are many steps merchants, cardholders, banks, and other entities can take to reduce the risk of criminal activities.

We’ll dive into this topic in more detail soon if you need to know more about acronyms like TLS, SSL, SIEM, PCI DSS, GLBA, GDPR, FISMA, and more. But for now, it’s worth noting that when shopping for a payment system solution or team of developers to help modify what you have, security is an essential component.

The Wrap Up

We covered a lot here, but we just skimmed the surface. We love this topic because it’s our specialty and it’s important. 

Modern payment systems simplify purchases for customers in a world where money is invisible and everything rides on how you handle the data. You may find yourself in a situation where you’re choosing between a custom payment system or an out-of-the-box payment system, depending on your business needs and goals. 

It’s worth a hard look, because as business models change and relationships with customers evolve alongside the internet, out-of-the-box payment solutions often fall short of meeting many companies’ need for more flexible, custom payment platforms.

Whichever you choose, Clear Function is always here to lend a hand. Book a call with us at a time that works for you and we’d be happy to help.

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Entrepreneurs are natural innovators – even before they earn the title of “entrepreneur”. An entrepreneur is defined by their innate curiosity, desire to push boundaries, and willingness to explore bold ideas: the same traits that led to some of the world’s top companies and inventions. 

If you’re looking to start your own business, you likely already have an idea in mind. But, how do you test your idea to take it from a dream to a reality? With hard work, strategic planning, and the proper knowledge, you’ll be ready to open your doors in no time.

Why is Ideation the Hardest Step in Entrepreneurship?

Out of all the phases of business development, the transition from ideation to action is one of the most challenging and work-intensive. This stage of the process is where you lay the groundwork for your business to grow. Many budding entrepreneurs don’t know where to start simply because they usually haven’t ventured out on their own before or even experienced the entrepreneurial process up close. 

Veteran entrepreneurs have the leg up in the ideation phase because they’ve been through the process before and likely have continued to develop early ideations throughout their careers. However, for newbies, the ideation phase often coincides with new entrepreneurs getting their feet wet and sorting out the basics of business ownership and what that entails. 

That lack of familiarity with the business incubation and startup process also means that many entrepreneurs, especially first-timers, tend to underestimate the importance of testing their ideas before jumping into action. According to some statistics, a high percentage of startups fail – up to 90% of the time. Unfortunately, many businesses fail early in their lifecycles because they lack planning and proper testing.

Figuring out how to test your idea thoroughly and realistically is a crucial indicator of your business’s success in the real world, so early on, investing in the ideation and testing process is a must. 

There are a few main reasons why you need to put your idea to the test before hitting the pavement:

#1: Avoiding the “Echo Chamber” Trap

In the early stages of ideation, it can be easy to get carried away. Once you stumble upon an idea that feels like a winner, it can be hard to take a step back and think objectively – especially when loved ones are showing you support. We call that the “echo chamber” or “mom test” trap. 

While it’s okay to be excited about your ideas and seek support from friends and family, you don’t want to put the blinders on and rule out other ideas prematurely or fail to self-critique. Naturally, the people that support you and love you most will think your ideas are genius. Still, you don’t want to fall into the echo chamber trap without careful objectivity and examination – especially this early in the process.

If you don’t examine your ideas objectively, you could overlook critical flaws in your idea, miss out on opportunities for improvement, or even eventually regret your choices down the line.

#2: To Collect Data Through Collaboration and Lived Experience

One of the main goals of testing your idea is to collect data, and while it may sound intimidating, data is all around us. Data is the fuel that pushes your ideas into motion and allows you to make essential fixes along the way. You’re collecting data when you share your ideas with others and receive feedback. Now is the time to dive into your experiences as a consumer and get curious about how the experiences of others will impact your idea in the market. 

Entrepreneurship, at its core, is all about being able to take yourself back to a state of child-like curiosity. When we’re children, we test and play and share our ideas without restraint. But, as adults, we start to feel weary of sharing ideas and being open to failure because we’ve been shaped by previous negative experiences leading to feelings of rejection, judgment, and shame. 

Push past the fear of criticism and rejection and embrace data collection from the eyes of a child; play around, be open to mistakes, and remember there is no right or wrong answer. Every outcome gives you more data to work with.

Testing your idea creates the blueprint that tells you where to go next – but data gives you the pencil to design with.

#3: To Ensure Your Target Market is Well-Aligned

Many early entrepreneurs wrongly assume that they are the ideal target audience for their idea: after all, many entrepreneurs’ ideas come from their own lived experiences. However, you must explore the market without bias to determine where your best consumer alignment lies. Unless you are 100% positive that you are your target market, you shouldn’t be trying to test something inside your head. 

To give your idea a fair shot in the business world, you need to take your idea out into the open among numerous consumer markets to determine the ideal target audience and how you can best appeal to them. When you make assumptions about what customers want, you’re jumping ahead and spending money with confidence in a way that you don’t have permission to do just yet – fight the temptation to jump ahead and refocus on where you’re at now and not where you would like to be. Once you’re empowered to take action and put your idea to the test, you need to know how to test your idea. So, where do you start when it comes to testing?

Workshop your Idea 

When first starting out, especially if this is your first venture into entrepreneurship, you want to master the art of the elevator pitch so that when you get to the pitching room floor, it’s second nature – that means the more practice, the better. While many hear the word “workshop” and feel intimidated, workshopping your idea is a gradual process you can approach at your own speed. 

Start with the basics and meet yourself where you’re at, pitch to yourself in the mirror while you get ready, or record yourself on video until it feels comfortable and natural. Surround yourself with inspiration, so you know what a confident and concise pitch looks and feels like. There’s nothing wrong with testing your idea on friends and family first. This is a great place to start, as long as you beware of the “mom test” trap we discussed above.

Early workshopping helps you gauge how audiences will react to your idea and how easily you can explain it in layman’s terms – remember the KISS acronym: keep it super simple. From there, you can workshop your idea on acquaintances, connections you might know in relevant industries, and even on polls and networking forums. Keep detailed notes of your interactions and experiences while workshopping, as they will come in handy later as you grow. 

Once you’ve mastered the casual pitch, you might want to take things to the next level and explore what other resources for entrepreneurs exist. At this stage of the process, it’s essential to lean on the community and resources around you. Remember: entrepreneurship is a journey of self-growth as professional growth – the more you learn along the way, the more you’ll have to pour into your business. 
There’s a wealth of resources for ideating entrepreneurs available for free or low cost, from local business incubators to online courses and networking opportunities to connect with other ideators and successful entrepreneurs that have been in your shoes before. Surrounding yourself with ideators and entrepreneurs can help build your confidence and help you learn from the lessons of others.

Get To Know Your Ideal Customer Through Market Research

If everything goes to plan, the workshopping phase should prepare you to either step back to the drawing board and reconsider your target market or help you feel supported to move ahead. Now, it’s time to start setting some early action in motion to gather data from the market response. Aim to paint a clear image in your mind of how your ideal customer looks and thinks. Consider your ideal customer a close friend. You need to know their pain points, likes, dislikes, and motivations. 

A great way to get inside the minds of your ideal customers is to pick their brains. Market validation services can be a great tool to help you paint a more detailed picture of your ideal customer through direct surveys. While it requires an investment in time and assets, you’ll gather invaluable insights into your predicted customer base – from their likes and dislikes, what products and services they would be interested in, and how they spend money. 

At this phase of the journey, you can also begin developing mockups of branding ideas, early website pages, and advertisements with calls to action to further determine your idea’s strength and where your personal skillset lies. For example, if you have a background in website development, you might feel comfortable tackling that in-house but require outside experts for marketing and advertising needs.

The market research phase is a great time to reflect on the insights you’ve gathered thus far. What lessons did you learn from workshopping? Have you noticed any trends concerning your business idea? How can you set yourself up for success early? What will your needs look like as your business idea develops further into fruition?

Keep Your Friends Close… And Your Competition Closer

Before you hit the ground running, you need to know the arena you’re walking into and what you’ll be up against when your “game time” comes around. In many ways, the entrepreneurial journey is similar to the process that professional athletes follow; while you might not be playing the Super Bowl your first season out, you need to learn about the industry “giants” around you and how they play the game. That’s where industry landscape analysis comes in. 

An industry landscape analysis prepares you to put your research and testing to work as you transition from the development phase into launching your business in the real world. Keep three goals in mind as you compile your analysis: understand the pain points that companies in the field face, competitor wins and losses, and what could be coming next in your industry. 

This report can be as straightforward or formal as you like, but it must include a few key components: insights into the current and future state of the industry and your main competitors. Industry analysis can also be a great place for collaboration – leaning on your networking contacts, especially in-industry, can provide you with a fresh perspective. This is especially important if your product or service exists inside a volatile industry with trends that frequently change, such as technology or finance. 

Remember: a little competition is healthy, and almost no entrepreneur enters a market unopposed. This isn’t about seeing competition as a threat – it’s about identifying ways to make your idea even stronger by learning about what your competitors do well (and the weak points they have that your idea can ideally solve). 

Want to test your idea but need help getting started? Clear Function is here to help. Our team of startup development experts has experience working with real entrepreneurs every day, at every phase of the lifecycle – so you can rest easy knowing your business is in good hands. Our goal is to help you minimize risk and get to market quickly. With marketing specialists, business coaches, and top-notch developers, we’re here to increase your chances of success.

Starting your small business and launching your digital product is a huge accomplishment, but the launch buzz will only take you so far. Pretty soon you are going to need to develop an in-depth marketing strategy and stick to it.  A strong marketing strategy will connect you with the right customers, get people talking about your business, and set you up for financial success. 

When you think of marketing what comes to mind? Is it the traditional way of doing things like commercials, billboards, and mailers? Or is it the new way of doing things that involve social media, digital ads, and targeted website landing pages? 

At Clear Function we are digital experts. We stay up to date on current marketing trends so that our clients stand out above the competition. You can also stand out by avoiding these easy marketing mistakes.

Digital Marketing Mistakes To Avoid 

  1. Not Having a Clear Conversion Point On Your Website

The number one goal of your website is to see customers convert. This could be filling out a contact form if you are selling a service or actually buying a product if you sell something tangible. If a customer can’t easily find a button or form where they can take action they will leave your site. 

Experiment with buttons like “Buy Now,” “Shop Now,” or “Get Started.” See which works best for your business and then include that button on multiple pages. 

  1. Not Retargeting Potential Customers

What is retargeting? Using paid advertising to send ads to people who have visited your website but not converted. People who have visited your website are the most likely to make a purchase because they already have an understanding of who you are as a business. 

The first question to ask is why did they not convert? Did your website not have a clear conversion point or do they need a message targeted specifically to them? These are issues you can fix with a targeted ad. Through Google Ads, you can target only customers who have visited your website and increase your chances of converting! 

  1. Not Reengaging Old Customers

Customers who have bought from you and had a good experience are your best target market. When you add new products or service offerings they are more likely to purchase them because they already trust you as a business. Add all previous customers to an email mailing list and continue to build and maintain the relationship you have with them through frequent email communications and sales offerings. 

You can also reach out to them for testimonials to use in marketing material. Reading customer reviews is an easy way for new customers to convert. 

  1. Not Using Social Media Correctly

Social media is a powerful marketing tool, but if you don’t use it correctly you can end up losing money. Advertising is available on almost every large social media platform. If you take one piece of information from this article it should be this: don’t just use the boost button!

Create detailed, strategic social media ad campaigns. Spend time targeting your specific customer group, creating compelling images, and writing copy that helps customers convert. Boosting specific posts will only get you so far, but the other marketing tools available through social media are easy to learn and have the potential to bring many new customers. 

Of course, if tackling social media and ads seems like a daunting task, we recommend hiring an external marketing team. The Clear Function team has years of experience doing just that, and more! Contact us today to learn how we can help you grow. 

  1. Not Understanding What’s Happening On Your Website

Did you create your website years ago and haven’t edited it since? Your website is never really done! You can always make changes based on feedback and analytics on how customers interact with your content. 

Google Analytics is free so you have no reason not to use it! Learning where customers are clicking and how long they are staying on specific pages can help you understand why they aren’t converting. Don’t be afraid to change copy and images, update the style, and get rid of old information. 

  1. Not Leveraging Google My Business 

Another free resource businesses should take advantage of is Google My Business. When a customer searches for your business name or description, your Google listing is the first thing they see. Keeping your business hours updated, including photos or your logo, allowing people to post reviews, and running promotions is a simple but effective marketing tool. Without a Google My Business page, you will be losing to your competitors!

Evaluate Your Current Marketing Strategy or Create One Today! 

Are you making any of these mistakes in your day-to-day business marketing? These are all easy mistakes to fix by you or your trusted marketing team! Remember that digital marketing is a fast-moving and ever-changing field. If you try something new and don’t see results, change your path! 

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    Entrepreneurs are natural innovators – even before they earn the title of “entrepreneur”. An entrepreneur is defined by their innate curiosity, desire to push boundaries, and willingness to explore bold ideas: the same traits that led to some of the world’s top companies and inventions.  If you’re looking to start your own business, you likely […]

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