How did you kind of capture these people's attention or how did you appear on their radar?

Almost all our investment, almost all our investor pool is made up of people who contribute in some way.

The vast majority of them are FMCG, but a lot of them have financial backgrounds or legal backgrounds or accountancy backgrounds, HR, marketing, brand, it could be anything.

We have been very tailored in our approach there.

We haven't taken, we dodged the family and friends round.

Personally, I think that can get awkward.

Money is awkward.

I mean, are you comfortable sharing some of those kind of things that you've done wrong and any kind of key learnings that you think might be beneficial for other people to hear before they move in a certain direction?