BFN Productions
JOIN THE COCKTAIL MASTERCLASS REVOLUTION WHERE BARTENDERS EARN MONEY
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Start Your Own Cocktail MasterClass Business WITH THE SUPPORT OF BFN PRODUCTIONS
BFN Productions
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CONTENTS Introduction Getting your business started Cocktail Masterclass for the customer Your first Masterclass Cocktail Masterclass Scenario 1 Cocktail Masterclass Scenario 2 Getting people along Collecting e-mails Marketing your business Licensing Laws Did you know? Flair and Mixology Good Practices Masterclasses are fun Your kit and how to use it Prices and how to get paid Running your own business and working for yourself When is your next party Wedding shows ... A great way to get noticed Tax accountants and expenses 4
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INTRODUCTION Whether you're looking for a part time income from self employment or want to go into the Cocktail Masterclass Business full time, we will provide you with all you need to get started then give you ongoing support and training. When your run your own business, part time or full time, you get out what you put in. You can work in your own time, at your own pace, and there are no set limits on how much you can earn. By contacting us you have taken the first step in transitioning from your present state of employment to being in control of your own destiny with self employment. We are not offering you a franchise. Nor are we offering you employment with our company. We are offering you the opportunity to have your own Cocktail Masterclass Business while having the support of a company that already runs very successful Cocktail Masterclasses. With our know how regarding setting up your business, marketing it and going on to build it up you will be given the best chance to make a success of it. We provide you with a starter kit of equipment, ongoing support and help as you contact the professionals you will need for your business. All this and tried and tested ways to market your business, find venue partners to trade with and how to get yourself noticed with potential clients who just love what you do. With us you are not tied into any long term contract with us. Your initial investment will get you all you need to start your Cocktail Masterclass Business and your ongoing fee will get your ongoing web presence, support and training as well as 24/7 help in answering any questions you have regarding your business. 5
GETTING YOUR BUSINESS STARTED Starting your own business, no matter what it is, can be both exciting and daunting. But the rewards can be worth it financially and emotionally. BFN Productions started doing mobile bars and cocktail masterclasses a few years ago and has built up the necessary experience to help you get yourself started. When you join us you are not coming to work for us. At all times you remain your own boss, responsible for the success (or failure) of your business. We are here to help you get started and to give ongoing support through training, ideas and a dedicated page on our web site. See full list of what you get on Page XX. One of the first things to get when you are starting a cocktail Masterclass business is a good team of people around you. That team should include a lawyer, an accountant and support from a company like BFN Productions. Getting an account and lawyer will not really cost you any money at the start because you will not be actually using them much for a while but it is always good to have a meeting with them to tell them your ideas and let them know what you are thinking for your business. We will provide you with the knowledge to get yourself up and running as soon as possible without having to go through many of the dead ends that we went through when we first started. Just to recap, you are not an employee or partner of BFN Productions. You are self employed. You can stop using us at any time and are in total control of your own business. What you earn and how enjoyable it is up to you. But we are here every step of the way. www.BFNproductions.com 6
Why Be Your Own Boss? You are in control of your own destiny You have no one to blame if it goes wrong and can take the credit when it goes right
“Very professional from first meeting right through. We had to do nothing apart from eat and drink� - Alison
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Cocktail Masterclass from the eyes of the customer and venue The cocktail masterclasses have been hugely popular with our customers due to a few key points. 1. 2. 3.
Our cocktail masterclasses are affordable. Just £30 per person. Even better, we offer 10% off for parties of 10 or more on specific days of the week Each person gets 4 cocktails and a 2 course meal Everyone gets involved in making the cocktails
We have agreed with out venue to hold the cocktail masterclass at ‘quiet’ times in their trading times, so it is appealing to them as bringing in customers at quiet times for a cheaper meal package is beneficial to all. If you are a working bartender already, you will appreciate that a venue cannot accommodate one of these classes on a Friday or Saturday night (unless there is a separate area) This will be for you to agree with your venue when you will be willing to hold your classes. Our classes are regularly held on a Sunday afternoon. Starting at 3pm, and lasting around 2 hours. At which stage they will take their seats to enjoy the meal that the venue will put on. At this point your job will be done, all that’s left is for you to tidy up, thank the clients, make sure everyone enjoyed themselves and leave.
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YOUR FIRST MASTERCLASS It can be really nerve racking the first time you take a Masterclass. Even if you are an experienced bar tender. Being a bartender you will be well used to chatting to people but during a Masterclass all eyes are on you. But don’t worry before long you will be very at home with your new found celebrity. You will be walking people through an introduction to cocktails, and as much as it must be a fun experience for them, they will enjoy it a lot more if it runs smoothly, so remember you are in control of the masterclass. Arrive early, an hour will usually be enough, though would suggest until you are comfortable with the whole set up procedure and are fluent in what you need to have prepared, 2 hours will give you enough time to get everything prepared and to run through each cocktail in your mind before the clients arrive. For larger cocktail classes, 2 hours is advisable as standard, and this may extend to other members of staff that you may have to hire to help your service. Make sure you have all of your ingredients, garnishes, glassware, cocktail equipment and ice prepared for all your cocktails before your clients arrive. It is a good idea to have your glassware and ingredients lined up on your back bar or a handy table that you have easy access to. At the bar (or tables) where you will be conducting your masterclass, a horseshoe shape is best for you to control the class. Make sure there are enough seats for your guests and that everyone can see where you will be. For larger groups, if there is not enough room for everyone to have a seat, you can leave 10 guests to stand as everyone will be moving about and getting involved anyway. There are a few ways of running your masterclass to ensure the most efficient time frame and make sure everyone gets a chance to participate and get their cocktails.
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T: +44 (0) 78 555 61896
E: ian@BFNproductions.com 11
W: www.BFNproductions.com
Cocktail Masterclass Scenario 1 The first scenario is for masterclasses under 20 people. Make sure that the bar area (or tables that you are working from) is ready and viewable for all the clients. 10 seats will be enough, though if there is enough room, would advise a chair / bar stool for each person. Checklist. 1. Ingredients. Enough and all that is required for your cocktails 2. Glassware. Enough for each cocktail for all clients. 3. Ice. Crushed / cubed. Make sure there’s enough and of the correct kind 4. Cocktail equipment. Run through each cocktail, making sure you have ALL equipment needed for each cocktail. This includes even the small things such as straws or bar spoons, muddlers, lighters etc. 5. Sink or glass washer is prepared. Quick turnaround between the cocktails is key for keeping your masterclass on track When your clients arrive. Hang up their jackets and gather them round the bar When everyone is there, you will begin by introducing yourself and thanking them for coming along. You will tell them how the masterclass will run, and that it is going to be a great time that you are all going to have. Time for your first cocktail demonstration. You will bring all your ingredients to the front bar in view of the clients. If this cocktail is using the boston shaker, it is at this point that you will explain how to use the shaker; how to pour the ingredients, when to put in the ice, attaching the tin, shaking, breaking the seal and straining. You will then start to make the cocktail. While doing this, you will explain a brief history of the spirits and cocktail (if there is a back story or any anecdotes you have, feel free to tell your clients) personality and knowledge is what will make your clients return to you and not competing cocktail masterclass venues
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Once you have completed the cocktail, present it to the class. You will then ask for volunteers. Half the amount of people that are there will be enough. In this example, we will assume that there are 18 people in the class. So you will look for 9 volunteers to create the first cocktail. 8 of the 9 people will be doubling up to make 2 cocktails in their shaker. As you have made one cocktail already, the 9 people will make the remaining 17 cocktails. Enough for the rest of the class. So as not to waste stock, remember to only make as many cocktails as people that have paid to be there. It sounds silly, but may be easy to forget to tell one person only to make one cocktail. You will line up the volunteers, each with the cocktail equipment and glasses needed in front of them. If there is space, bring them behind the bar. Starting at one end, pass the ingredients down the line along with a measure one at a time. Once all the ingredients have made it along the line everyone will have their cocktail ingredients ready. Talk them through the procedure of shaking (or whatever method is used) and get them to proceed. Once they have made their cocktails, congratulate them all, pass out the cocktails to the other people that are watching, and ask them to move out of the bar area so that you can prepare the bar for the next cocktail. Pull in all the used equipment, put it through the washer, clear the bar top and make sure you have everything prepared for the second cocktail. Proceed through this scenario until you have gone through all the cocktails. At the halfway point between the cocktails, it is advisable that you say there will be a short break. Allow any smokers to move outside. Take this time to clean down and prepare everything for the remaining cocktails. Keep an eye on the time and make sure that you are on track for finishing on time. At the end of the class, thank your clients for coming, let them know you will e-mail the cocktail sheets to them, and that anyone wishing a copy should leave their email address with you.
T: +44 (0) 78 555 61896
E: ian@BFNproductions.com 13
W: www.BFNproductions.com
Cocktail Masterclass Scenario 2 The second scenario is for masterclasses between 21 and 40 people. Make sure that the bar area (or tables that you are working from) is ready and viewable for all the clients. Seats for everyone is advised, though if 10 people can be without as 10 people at a time will be getting up to help create the cocktails each time. Checklist. 1. Ingredients. Enough and all that is required for your cocktails 2. Glassware. Enough for each cocktail for all clients. 3. Ice. Crushed / cubed. Make sure there’s enough and of the correct kind 4. Cocktail equipment. Run through each cocktail, making sure you have ALL equipment needed for each cocktail. This includes even the small things such as straws or bar spoons, muddlers, lighters etc. 5. Sink or glass washer is prepared. Quick turnaround between the cocktails is key for keeping your masterclass on track When your clients arrive. Hang up their jackets and gather them round the bar When everyone is there, you will begin by introducing yourself and thanking them for coming along. You will tell them how the masterclass will run, and that it is going to be a great time that you are all going to have. Time for your first cocktail demonstration. You will bring all your ingredients to the front bar in view of the clients. If this cocktail is using a muddler, or bar spoon and using techniques such as layering, it is at this point that you will explain what you are about to do. You will then start to make the cocktail. While doing this, you will explain a brief history of the spirits and cocktail (if there is a back story or any anecdotes you have, feel free to tell your clients) personality and knowledge is what will make your clients return to you and not competing cocktail masterclass venues T: +44 (0) 78 555 61896
E: ian@BFNproductions.com 14
W: www.BFNproductions.com
Once you have completed the cocktail, present it to the class. You will then ask for volunteers. 10 people will come up to create each cocktail. In this example, we will assume that there are 40 people in the class. This is the maximum accepted into the masterclasses, this allows everyone to get involved at least once in making the cocktails. All 10 people will double up to make 2 cocktails. As you have made one cocktail already, the 10 people will make another 20 cocktails. Meanwhile, you will have another member of staff creating the other 19 cocktails. Enough for the rest of the class. So as not to waste stock, remember to only make as many cocktails as people that have paid to be there. You will line up the volunteers, each with the cocktail equipment and glasses needed in front of them. If there is space, bring them behind the bar, if not, have them on the outside of the horseshoe table set up. Starting at one end, pass the ingredients down the line along with a measure one at a time. Once all the ingredients have made it along the line everyone will have their cocktail ingredients ready. Talk them through the procedure of shaking (or whatever method is used) and get them to proceed. Once they have made their cocktails, congratulate them all, pass out the cocktails to the other people that are watching, and ask them to move out of the bar area so that you can prepare the bar for the next cocktail. Pull in all the used equipment, put it through the washer, clear the bar top and make sure you have everything prepared for the second cocktail. Proceed through this scenario until you have gone through all the cocktails. At the halfway point between the cocktails, it is advisable that you say there will be a short break. Allow any smokers to move outside. Take this time to clean down and prepare everything for the remaining cocktails. Keep an eye on the time and make sure that you are on track for finishing on time. At the end of the class, thank your clients for coming, let them know you will e-mail the cocktail sheets to them, and that anyone wishing a copy should leave their email address with you.
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Make Your Business Work and Have a Great Time Doing It
Call to Make It Happen Now ‌... 078 555 61896
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GETTING PEOPLE ALONG The success of your business depends on you getting people to attend your masterclasses and that is where we can help. Here are just a few ways that you can build up a following and help to make sure that there is a steady stream of clients and customers. We will help you set up and maintain the following:
Target Hen Parties. Exhibit at wedding shows Te a m up with restaurants & venues Organise and distribute flyers and posters E-mail marketing Find corporate clients Give radio interviews Write or contribute to newspaper or magazine articles Prepare an elevator speech Work with your local Chamber of Commerce 17
Marketing Yourself and Your Business is Vital for Success. 18
COLLECTING E-MAILS One thing is for sure. You cannot just sit about and hope that people will come to you. You need to build up a loyal following and one of the best way to do that is to send out regular e mail newsletters keeping people who like what you do up to date with what you are doing as well as giving them news of upcoming events, promotions, cocktail recipes and other tips that will help them make successful cocktails. Email marketing builds loyalty and it is virtually free to do. Gone are the days of only posting out leaflets to thousands of people.... Welcome to the age of electronic marketing. Take every opportunity to collect the e-mail addresses of those who enjoy what you can provide so that they will continually come back to you.
BFN Productions Cocktail Masterclasses
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MARKETING YOUR BUSINESS There are many ways to market your business but the one thing you must remember is that YOU are your business. So no matter where you are, no matter who you are talking to tell them about your business and the services you can provide. The more people who know about you the more you will get hired. Networking is such an important element of marketing a business. Target the networking events that your potential clients attend. If you are going to go after the hen parties then you need to be around brides and bridesmaids and women in general. We know from experience that when you tell people what you do, they will be very interested. You might think you are being repetitive but that’s because you have heard it all before but for someone hearing it for the first time it is exciting so make sure you have your elevator speech ready and a pile of business cards wherever you go. We will help you, if needed, to identify areas that might be helpful for you to market and network too. We can help with business cards and with leaflets as well as preparing you for meeting total strangers and telling them about your business and more importantly getting them excited about it. Be good at what you do and keep up your knowledge base on cocktails. Believe me, people will ask lots of questions and will love you forever if you can answer them. It’s not the end of the world if you cant, after all you’re only human, but stay confident, say you don't know, and you’ll impress anyone. 20
T: +44 (0) 78 555 61896
E: ian@BFNproductions.com 21
W: www.BFNproductions.com
LICENSING LAWS NOTE YOU MUST GET PROPER LEGAL ADVICE FROM A LAWYER AND/OR ACCOUNTANT
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Main Points to Remember
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+44 (0) 78 555 61896
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www.BFNproductions.com
Did You Know?
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Originally, the cocktail was considered to be a morning eye-opener. Some speculate that's how it got its name; a metaphor for a rooster (cock) heralding the light of day
Another story is that it was a French term, 'coquetel', a drink from the Bordeaux region, and it was introduced to America by French officers during the American Revolution
The Singapore Sling is a cocktail that was invented by Ngiam Tong Boon for the Long Bar in Raffles Hotel in Singapore sometime between 1910 and 1915. It is a kind of sling, a traditional type of cocktail in that area. And so this popular drink was born
Did You Know?
Henry Ford, father of the Automobile, is also father of the charcoal briquette
If Wal-Mart was classified as a country, it would be the 24th most productive country in the world
In Australia, Burger King is called Hungry Jack's
Microsoft made $16,005 in revenue in its first year of operation
Yahoo! was originally called 'Jerry's Guide to the World Wide Web'
The most productive day of the workweek is Tuesday. 25
The difference b Flair and M
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between Mixology
Two words associated with bartending but what do they mean? Well let us shine a light on the subject. Flair refers to how Tom Cruise performed and served as a bartender in the film Cocktail. Throwing and catching bottles while serving. Mixology refers to a cocktail bartender skilled in the craft of making cocktails, knowledgeable in spirits, ratios and ingredients to create fantastic drinks. Through our ongoing videos, you will receive training in both of these areas. 27
GOOD PRACTICES Always present yourself with authority and confidence. You are in charge of your business, and running your class. Make sure the people that work with you / for you / hire you look at you in this light. Always wear clean, ironed, smart clothes. Make sure your hair is how you want, clean nails and you always wear a smile. Be chatty with the clients, especially the primary person who books a group. Make it personal, and thank them personally for attending. Keep in good communication with the venue. Getting to know the staff and managers. These people will also be part of your sales force. They must know (if asked) how to answer any questions put to them in relation to booking up for your masterclasses. It’s all about personal relationships. Keep in touch with your past clients, networking groups, venue staff, and if you work in a bar alongside this, your customers who know you from working there. Personal relationships are what make people choose you over others 28
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Cocktail Masterclasse
Cocktail Masterclasses are held in venues throughout the UK
Get behind the bar for some mixing and shaking
Why Be With BFN 30
We know cocktail masterclasses We run successful ones ourselves You are not tied into long contrac We are here for you whenever yo We supply you with a start-up kit We give ongoing training (much o
es — Learn and get involved
cts ou need us t of it free) 31
YOUR KIT AND HOW TO USE IT We will provide you with the items on this page as a starter kit. (Item make and model may vary) As well as this list of equipment that you will need, you will have your web page set up, and your first 3 months of our ongoing training has been included.
12 Boston Shakers 1 glass section fits inside 1 tin section to create a vacuum strong enough to hold it together. Hold the tin and hit at the join to break the seal
12 Muddlers Used for crushing and extracting juices or breaking up ingredients such as lime or sugar in the bottom of a glass
12 Fine Strainers Fine strainers are used for double straining, where after shaking you are pouring into a cocktail glass. This catches any fruit pulp or ice shards
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1 Carrying Case A handy piece of kit to hold all your equipment, so you can carry it easily to any masterclass.
1 Blender Used for making frozen cocktails such as daiquiris or margaritas, its a handy piece of kit to have
12 Hawthorn Strainers Used to hold back the ice from the boston shaker, this is an essential peice of your cocktail equipment
12 Bar Spoons Used for layering ingredients, the liquid can be poured down the spoon or off the bowl end. Spoons can also be used for stirring up cocktails.
1 Pack of Tall and 1 Pack of Short Straws Essential for most drinks, not just cocktails. Used to help dress as well as make a cocktail easier to drink
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“The perfect day out. Fantastic cocktails and great company.� - Jenny B
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PRICES & HOW TO GET PAID The split between you and the venue.
How to get paid
£20 (£17 if the discount is in place) will go to the restaurant £10 will go to you
There are a number of ways to get paid, the easiest of which is credit card payments. The most cost effective way of taking credit card payments at this level is Pay Pal. No monthly fee & has a secure site.
You will need to tell the venue in plenty of time what ingredients they need to have ordered in for you including fruit, spirits etc. Also, so they are prepared, they will need to know how many people will be attending so that they can have a table for their meal prepared.
You can have a pay pal button on your web page and it will go straight into your pay pal account. This makes it easy for clients to pay online, and not need to deal with cheques / the post or meeting you before hand.
For larger class sizes, you may need extra members of staff, you should arrange this through the venue. The easiest and most cost effective method we have found is to pay the venue to cover the costs of 1 or 2 members of staff. Minimum wage (plus employers NI) is the best deal for getting a member of staff to help clean / collect glasses and create the extra cocktails for the larger classes
You will take a deposit of £10 per person prior to the class, thus you will know exactly how many people will be attending, and will already have been paid for the masterclass, leaving the venue to charge the customer the £20 / £17 per person for the masterclass and food. This is the best way to take payments, though you can offer alternatives such as cheques or bank transfers, but to keep it simple, online pay pal payments are our preference
The venue will provide the 2 course meal and the ingredients for the 4 cocktails 35
“Excellent. Especially liked the quality of the equipment, punctuality and professionalism� - Jaguar, Parks Motors
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RUNNING YOUR OWN BUSINESS & WORKING FOR YOURSELF Running any business has to involve more than simply targets, spreadsheets and profit. In our esperience successful businesses need passion from the owners which transfers throughout the whole team and onto the customer or client. Your company will only be as good as your worst member of staff. Running your business, no matter hw large or small it is, will involved regular training of all those involved and the backup of a great support team. Before you start in business you will want to decide whether to start a Limited Company or be a sole trader. You will need to consider whether you will need premises and if so what size and which location. You will also need to think about a break even figure, ie how much you need to make each day/week/month to cover all the business costs. Then you will need to have an action plan for getting clients. It depends on what scale you are wanting to grow your masterclass business. For example if you want to continue bartending as normal, and have the masterclass as an added income, then this would be one scenario, wheras if you are wanting to move full time and your sole income coming from the masterclass, then, you may want to look into the bigger options such as limited company etc. These things may or may not come naturally to you but one thing is for sure ... You can’t ignore any of them if you want to be your own boss.
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When is your next party? As well as working your masterclasses at your chosen venue, you can bring the options of taking the masterclass to their homes. This has been another very popular way of bringing the masterclass to the clients. Listening to what the client wants, and adapting your service is what makes our masterclasses that step above the others. Pricing for this is a bit different, and you will need to separate out your service from the stock, or get them to buy the stock
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Did you know... The highest price ever paid for distilled spirits at auction was $79,552 for a 50year-old bottle of Glenfiddich whisky in 1992. Guinness World Records 2000 39
WEDDING S
We have good contacts with all t wedding exhibition organisers in th We regularly exhibit at wedding s find it a very good way of mark particular type of business.
Having said that we have learned way that it is not just about turnin hoping that people will book you for party. There is a lot more to it than our experience in exhibiting at wed other) shows we can quickly get yo groove and make sure your investme to its fullest potential.
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SHOWS ........ A GREAT WAY TO GET NOTICED
the major e country. shows and keting this
the hard ng up and r a fun hen that. With dding (and ou into the ent is used
Although at wedding shows the main market you are targeting is hen parties for brides, there are many more people who will find the cocktail masterclasses of interest. You will find that people approach you regarding birthday parties, anniversaries and even house parties. It is important that you are set up to take advantage of all of these opportunities and we will be there to help you do just that. Maximising your potential is what this is about as well as discovering opportunities that might not be obvious.
COCKTAIL MASTERCLASSES MAKE IDEAL HEN PARTIES
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TAX ACCOUNTANT AND EXPENSES Blah Blah Blah Blah Blah
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IMPORTANT NOTES
All comments in this book or given elsewhere by BFN Productions are suggestions only and are advice. Before making any decisions you should first consult a legal advisor and accountant
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Cocktail Masterclasses (UK Wide) Bespoke Teambuilding Events Flair and Mixologists Licensed Mobile Bar
Serving the whole of the UK
BFN Productions www.BFNproductions.com +44 (0) 78 555 61896 ian@BFNproductions.com
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