My first step on niche is the TAM total dressable market because a lot of times when I'm hearing pitches from these founders there's a trillion dollar total dressable market and it's like okay I hear you but who are the competitors? Who's already in that space? What do they do really well and then what are you guys going to be good at and what can we be good at? No that makes a lot of sense. I mean first understanding you know what the opportunity size is if you were the whole pie and then really seeing what slice of the pie can you own where can And really seeing what slice of the pie can you own? Where can you find your most passionate fans? And what are the things that they are hungry for, essentially, that your competitors aren't already doing? And then how do you communicate that through brand? I think those are great steps to finding your own niche.