What is it exactly that you spotted and thought, you know what, I have a really great idea for how we can make this better and simpler and cheaper?

Yeah.

It always sounds very logical when you've done several years of that and the product actually has some normal shape or whatever.

For us, we started more from not from realizing the gap, but more from realizing the pain.

For me, it was very clear that the way things worked, it's just not the way they should work.

We as a producer would receive a bunch of questionnaires, requests for data, requirements for passing certain certifications and standards from all over the place, meaning customers of our customers of our customers.

And it was very hard to see the big picture in a sense of what is it exactly I need to do? Am I just answering questionnaires or is there a bigger picture in the sense of What is it my customers actually want from me? Are there geographical requirements? Are there certain patterns that I can track to sell better? If I ask for additional budget, how do I justify the investment in a certain topic on sustainability or responsible sourcing? How can I justify that to see for what customers are actually asking about? how to map it all together and understand the equivalency of different standards and see exactly what five actions I need to do that would be the most valuable for my company where I spend my limited dollars in the budget.

Is that the idea? Exactly.