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My June Income Report: $23,596.88 + Niche Sites + Authority Sites

I am not one for income reports (in fact I dislike them and I will tell you why in a future post), but this one was warranted because of an upcoming challenge that I am getting ready for.

Because I plan to publicly open my Kimono during the challenge (you have the right to close your eyes), I felt some background is necessary on why I am getting involved in this challenge. I felt this post was not only needed, but also timely given what I am about to embark on.

I will preview the challenge in the next few posts so stay tuned for more information on that one.

But for now, let’s dissect some numbers…

Authority Site Income Report

I will explain what each letter (income stream) refers to below.

This is a screen shot of one of my bank accounts belonging to one of my entities that is comprised of three very interrelated semi authority websites.

If you have read my previous posts in the archives, you may have noticed that I typically group multiple websites under one umbrella business entity for various reasons. When I say entity, I simply mean a legal business structure such as an LLC (Limited Liability Company).

Basically, each entity or company has a set number of web properties under it, and the entity as a whole then has its own EIN (Employee Identification Number), bank account, vendor accounts, affiliate accounts, etc. This way, if I was ever to sell the business (in this case the entity), I can easily transition over all the accounts to the buyer.

What Type of Websites are These and What Niche Are These Sites In?

The websites that make up this entity are all in the specialty finance niche. Finance is where the bulk of digital ad revenue dollars float in. In other words, financial products and services are the most highly spent on or spent after at least in the online space.

Have a read at where and how Google makes most of its online advertising revenue to put things in perspective. Although I don’t have factual data about the offline space, I am willing to bet that the story remains the same.

Fact: Facebook rakes in roughly $4Bn in annual advertising revenue

Now the reason I decided to lump these particular sites together is because of the interrelationship of these topics and the product and service mix they offer.

For example, imagine creating a website about birds, and then one about bird cages followed by one about bird seeds. Do you see how or why someone interested in one may also be interested in the others? This is not only a good way to leverage traffic and readership between your web properties, but also a great way to up sell and cross sell products and services.

The difference of course is while bird seeds and cages may cost you $10 to $100, the products and services in these financial sites average in the thousands of dollars, and even in the hundreds of thousands. And although I don’t believe I have reached the million dollar spender (there are several multi-million dollar online businesses targeting that specific client), the offering of these websites satisfies the million dollar appetite as well.

The two relatively large numbers other than Google Adsense that you see in the image are a result of the product pricing structure that I referred to above. These are lead generation commissions. The beauty of these is that they are passive and residual in nature. Basically, once you refer a client, you keep getting paid by the vendor as long as the client continues to do business with the vendor.

The best example I can give you is insurance. Once you purchase life insurance from your agent, each year you renew it, your agent makes a commission. If the same agent sells you disability insurance in the future to secure your number one asset, which is your career and the income from it, then the agent makes more money on an annual passive and residual basis.

Then you bring in your wife’s policies, your retirement accounts, and all sorts of other things. This is how the income keeps growing off of one client/customer only. The same principles are at work in the above example.

Why Did I Pick These Subjects?

I picked these topics because of my educational and professional background. You can read more about me here. Given my background in the financial services industry, I know where the “real world” or offline money flows. Now I don’t know everywhere that it flows, but I know of a good number of avenues where it flows.

These websites are not micro niche sites either, so unlike micro niche sites where keyword research predicates everything else, my approach when establishing these websites was to start with what I knew first and foremost. I later conducted keyword research to create more content on sub topics that people are searching for.

The key here in a nutshell is that I started with topics I know inside out, or am passionate about, or have interest in, or have a STRONG desire to learn about and then followed with keyword research. Are these the topics I am most knowledgeable and passionate about? No. But I know a ton about these topics and enjoy them as well.

So am I then saying that keyword research is not important? No. It is. But it is not a deal breaker in many cases. It shouldn’t be at least. I think its importance was blown out to unprecedented proportions and we all got carried away mainly because of the niche site craze.

Could keyword research have turned me off given the data I saw? Possibly. But in this case, in spite of the not so ideal data from keyword research, I knew I could establish a successful website because I knew these topics inside out. In fact, as you can imagine, from a keyword research perspective these topics are relatively more competitive given their nature and the “players” in this field.

So the keyword research wasn’t exactly stellar, but I decided to pursue these anyway. I had made a commitment to make these sites semi authority sites because I knew it was going to take a lot of content, and solid content, to stand a chance against the big boys. Semi authority sites are what I refer to as websites that are built with a decent amount of content. However, the content is expert content in that the writer knows about the topic inside out, thus the authority aspect.

When I observed the competition that was ranking high on search engines, I noticed that most were actual service providers that had relatively large websites, but disparate in nature in terms of content coverage. Those that focused very narrowly on either of the topics I chose were relatively thin compared to the sites I had committed to establishing.

The old adage that content is king remains true in this case. I created a lot of it. A ton of it. Way more than the competition has. As a result, over time, I was able to inch higher on search engines and claim a small percentage of a very large pie. Most of the time that is all we really need.

To give you some idea, these sites average about 80 pages each, with more than half generated by myself and the rest outsourced to expert writers and not just the lowest charging writer I could find on Elance.

I did not monetize these websites until a good 4 months into building and marketing them. The numbers you see above are roughly 18 months into these websites. Another anecdote that demonstrates that if you put in the work, the results will eventually come providing that your strategy and approach is sound (that’s actually the easy part).

Breakdown of the Multiple Streams of Income

Before I breakdown the income, I just want to emphasize here that there are two distinct ways you can establish multiple streams of income. I get so many emails from people asking me what else they can do to create new income streams. A lot of times they already have viable vehicles such as a website that is receiving decent traffic. Why look outside when the solution can be in your backyard?

Here is what I mean. You can surely establish multiple independent streams of income such as multiple websites each of which generate advertisement revenue (the replication or rinse and repeat model), or you can take an existing website that is already generating ad revenue and simply add more income streams to it. For example, repackage some of your content into an ebook and sell it on your website. Or add some affiliate offers. Leverage the traffic you already have.

You will have created multiple streams of income in either case. This is exactly what I did with each web property in this example, thereby establishing multiple streams of income per web property across multiple web properties.

Here is a breakdown of the earnings. A lot of these earnings were generated in May and paid out in June. As you likely know, many vendors pay at least one month in arrears. Some take much longer.

A – this is a royalty payment received from the Google Books program. I had recently submitted an ebook tied to one of the sites to test it out on Google. It made a whopping $15.59 for me in June.

B – this is the same ebook that has been selling on Barnes and Noble. Sales were actually better in previous months. But $94 in royalties nonetheless.

C – the same ebook once again, except on Amazon

D – this is the big one. An exclusive affiliate relationship with a vendor that compensates for each lead. Each lead can be worth tens of thousands and even hundreds of thousands to the vendor, therefore I am sure they are happy to offer a mere $13,909 payout in exchange for the leads.

E – $6,710.26 in Adsense. Some of these financial keywords pay in the $60+ range.

F – ($202) A check I issued to a local freelancer in town

G – $2,495 in private advertisements

H – $74.02 from Commission Junction (thinking about getting rid of this completely)

I – $222.36 in commissions from supplemental products I market on the sites as an affiliate

Total: $23,596.88

As you can tell the focus of these websites is primarily lead generation. That is quite apparent if you were to visit the sites. They are designed with lead capture as the first and foremost purpose.

The secondary focus is advertisement revenue. I will be focusing on shifting away from Adsense and concentrating more on private ad placements going forward.

What the Future Holds in the Online Business Space?

The biggest understatement that I can give you at this point is that it took a lot of hard work and patience to get to this stage. I don’t think I can ever articulate that well enough in words to truly convey a true sense of appreciation for the work and time it takes. However, anyone can do it in their respective area(s) of expertise and that’s a fact.

I know that I invested a ton of hours thinking through and building out the content of each of these websites. Even when I outsourced some of it to expert writers, not only did I pay a good amount for their work, but I spent just as much time reviewing and adding my thoughts on each piece as if it were my very own. Content relevancy and congruency is huge for me, and Google Penguin will agree with that!

And after having said all that, there are two main things I want to conclude this piece with:

First, I will be publicly experimenting with an online project from start to finish (if you can ever call something a finished product). This will be around a topic I not only know inside out, but one that I live and breathe.

Second, the micro niche site craze took us away from what is truly important, including myself, who lost perspective for a minute and got carried away with several micro niche sites chasing the dollars. Sadly, but deservingly so, many of mine failed flat on their face. They were bound to frankly.

We often loose perspective when shiny objects are flashed in front of us. Every blogger, including myself was talking about niche websites, keyword research, the tools and resources and everything that came with it. We were all chasing a temporary solutions that eventually got caught up on by search engines.

It’s time to go back to the basics. It’s time to offer something we are true experts in.

Topic selection is still key, but for all the reasons we forgot when we chased solely the dollars. Let’s refocus on what has always worked and what will continue to work.

Let’s get real. Let’s put in the sweat. Let’s focus on what matters. Let’s focus on longevitiy. Let’s focus on expertise. Let’s focus on quality. And in doing so collectively, let’s focus on excellence, and success (money) will follow us . . .

What are you working on these days? Are you still chasing after the dollars or building a solid, long term sustainable business in a subject matter you know inside out? Are you for or against income reports? Why?

Why I Declined a $40,000 Offer to Sell My WebSite

Not long ago I received an unsolicited offer for one of my websites in the financial services niche and I declined it.  Just a few days back I was at the mall with my wife and while she was trying on some dresses I was checking email on my phone while sitting on the couch waiting for her.

To my surprise there was an email from an Chief Operating Officer of a company expressing interest in buying the same website.  I responded back positively and the next day we were on a conference call to discuss the potential deal. The call went well and the very next day I received a formal offer from the company this individual was employed with.

The offer was just under $40,000 and I eventually, politely declined it. While all this is still fresh in my mind, I want to discuss how much time and resources I invested in building this website, as well as why I decided not to sell it. With that said, you likely have read me previously write about how I’ve sold several websites in the past, a couple of which have been niche websites.

There is a right time and offer price for every income producing asset.  For me, the timing of this particular offer was premature and therefore the price well under what I would happily accept given the website’s potential. Let’s go through some details.

Time and Resources Building the Website

The website is approaching its second birthday, but it really only took 5 months to plan, build, market and initially monetize the website.  My involvement was heaviest in the first month when researching the topic, conducting keyword research and laying out the website structure.

With the exception of the content, Everything after that was outsourced to a team of Internet marketers who help me with SEO for my clients.  This is how I launch most niche sites I develop. Although each one is on a fixed salary, I will extrapolate or allocate the cost I feel was attributed to this project in the breakdown below.

While my involvement may appear minimal, a significant amount of resources (money) were spent in outsourcing the marketing of the site.  In addition, I spent a lot of time on content creation. Though I work with individuals who understand my approach and can execute it, as the project owner or manager, I was also facilitating the entire process to ensure it keeps moving timely and effectively.

I haven’t kept track of my time facilitating the project since the website’s inception but I am estimating a total of 20 hours tops to be conservative (on the higher end). In addition to the 20 hours, below is a breakdown of cost incurred to build and market the website (outsourced dollars):

Domain: $11

Hosting & Other development tools: I already had

Website development: $125 (cheap because I use a cookie cutter template and provide the sources files)

Directory Submissions: $168

Article Marketing: $408

Link Wheeling: $510

Private Ads: $180

EBook Development: $250

EBook inclusion fees: $29 (Clickbank)

Total Cost:  $1,670

Why I Didn’t Sell My Financial Website

The first month was spent conceptualizing and building the website, while the next four were spent gradually marketing the website. As a personal rule, I typically do not monetize my websites until it starts to get around 300 daily unique visitors.

I first monetized the website in month 6 by incorporating Google Adsense ads, followed by some affiliate links and then an eBook, which I also submitted to Amazon Kindle, Google Books and Barnes and Noble for sale. In months 9 and 10, I received my first few private advertising inquiries and I sold a few spots for a 3 month contract. Several have come in since then.

All in all, from month 6 to date (nearing end of month 12), the website has generated a total of $4,872, recovering its total cost of establishment and then some.  There are three key things to note:

Highest Earner: Google Adsense

Highest Month: This month ($1,121)

Monthly Average: $812

These three factors are most important because they predominantly drove my decision not to sell my website.  Here is why. . .

When I look at the traffic and profit trajectory of this website, I see a steady increase upward with a growing number of keywords that the website is being found for. Based on the initial keyword research I conducted, I know that my traffic has not hit anywhere near its full potential.

While traffic and profitability are directly correlated, it’s hard to pinpoint exactly what that correlation factor is. Suffice it to say that profits will increase as traffic increases. So while I know my profits will go up, I don’t know exactly how much. But just for the sake of discussion, let’s say that profits don’t go any higher than the last and highest month of $1,121. Based on this, the annualized profits equate to $13,452.

Is it likely that profits will not increase beyond $1,121 a month? No way. Not based on the keyword research and the Adsense payout for the terms I am targeting, which by the way is very high well into the double digits per click. But let’s just say that the income stops growing at 1,121, at an annualized amount of $13,452 and a $40,000 sale price, we are talking about a sales multiple of 2.97, or almost 3.

Basically, this means that assuming the website makes $13,452 a year consistently, the buyer will recover their investment in 3 years or less, with each subsequent year resulting in pure profits assuming the site doesn’t drop off cyberspace.

Typically for a website like this, an earnings multiple of 3 is not a bad one to sell at. I have heard a multiple of one a lot, or a full years’ profits. I personally think sellers are way short selling their assets. I would never do that personally.

For this website, I’d like to wait it out to see how high the monthly income levels can reach. For each dollar in profit the site goes up in, I can demand $3 when it comes time to selling it assuming a buyer is willing to pay an earnings multiple of 3.

Another important thing to note is that the main revenue driver of the site is Google Adsense ads. It’s hard to get more passive than that. Whoever acquires this website has to do very minimal work, if any at all. But then again, that’s assuming they are a financial buyer who would buy for the sake of monetary profits (we have no control over Adsense and anything can happen at any time).

The buyer that contacted me however is a strategic buyer. This means that they have an existing platform (business) and they likely plan on using my traffic to benefit an existing business. This is one reason why they are willing to pay a good price multiple. Why? Because the bottom line impact to them is way more than Google Adsense can deliver.

Based on the traffic trajectory and profitability research, also keeping in mind the recent advertising inquiries that have come in, I can easily estimate this site to be bringing in $2,500 a month on the conservative side, which equates to an annualized $30,000 in profits.

I think I can do better if I hung on to this site and worked on it a bit more.  I’d like to see where it plateus before considering selling it. Nonetheless it’s nice to know that I was offered $40,000 to sell my website. Such flattery only makes me work on it more to see how much I can grow it.

I know what you are thinking. Cash out Sunil and run. I know I know – anything can happen. I escaped Pandaguin with this particular site but a future Google Anaconda or whatever they decide to call it algorithm update may get me. Even worst, I may get my Adsense account suspended.  I am taking a calculated risk here and I’d love to be able to see through the fate of this site.

A major factor in not selling? This industry has a LOT of cash flowing through it and I am working on a few affiliate relationships right now. I will show you what some of my other financial websites are generating in affiliate income in my next post. This post will likely make a lot more sense after that.

Concluding Thoughts

Also worth discussing is the point that this niche is in an evergreen area of personal finance, which means the information was accurate and relevant yesterday, today and likely tomorrow.  While the decision not to sell was mainly driven by the numbers, this qualitative factor plays a huge role.

I may have decided otherwise if my website was about the most recent tax law, a topic that will likely change or become irrelevant over time. But then again, I am not sure if anyone would be willing to pay $40,000 for a website with limited shelf life.

I was also encouraged to see the private ad inquiries come in and at the rate at which I was able to secure them. Private ads certainly ad more certainty to the site’s cash flows, as well as further diversifies its income streams.

Overall, there were minimal costs involved to set up the website. Although I did not track, I would conservatively estimate roughly 20 hours of my own time spent researching the concept and facilitating the development and marketing efforts. However, countless hours were invested in content creation. I know this topic very well so there wasn’t much research time involved, but creating quality content in a coherent and cohesive manner takes a lot of time and effort.

While I disclose many of my niche sites on this blog, there are some websites I cannot disclose. I am sure you understand and can appreciate the reasons.

Looking back at the recent experience I can’t say that I regret my decision. Time will tell whether I should have taken the offer.  The key take away from this experience is that an income producing website is an income producing asset much like any other asset.  If it makes money, there is likely someone interested in owning it.

The beauty of niche websites (not micro niche sites) is that once established, they generate passive and residual income month over month with very little ongoing effort, and some none. This makes them even more attractive to own from a financial buyer’s perspective, especially if the buyer has ideas that can increase the site’s earnings. For a strategic buyer, it’s all about the synergies that can be gained from the transaction.

I’ve written about website valuation methods on ProBlogger.  I have also written about a practical way to increase your website’s valuation significantly.  Read these if you are interested in selling your income producing asset at some point.

I’d love to write more about buying and selling websites if the readership community is interested in this type of material.  Is this something you want to hear more about? If so, please be very specific about what you’d like to read more about and why? I am all ears.

Have you bought or sold a web property before? How did you decide on its valuation? What was the main driving factor behind your decision? How has the overall experience been? Any regrets? What would you do different today if you were to do it all over again?

Cost Study: Site Build It (SBI) Vs. Building Your Own Site or Blog

This has been a long awaited post and I am finally glad to be getting around to it because the questions are just mounting up. Is it better to go with Site Build It (SBI) or is it better to put the pieces together yourself when starting your website or blog?

Why so many questions? Because I own over 20 niche websites, and many of them are on the SBI platform. In fact, my most successful and profitable niche site is on the SBI program.

If you don’t know what SBI is, it is a website building suite or program that comes with all the components you need to build a website and run a successful online business, except everything is already there and built for you. All you need to do is start creating your content or website material.

It is an all in one, single stop package developed for individuals who do not have the ability to or simply don’t want to go through the learning curve involved in setting up websites and blogs. It works particularly well for busy individuals such as successful corporate professionals who are looking to establish additional income streams on the side.

The individuals have the discretionary cash, but don’t have the time or the interest to dive into the technicalities of online business.  These individuals have the knowledge capital because they are already successful in their careers, and are now looking to transpose their knowledge into a web based business to achieve greater scaleability.

Because I have numerous websites that are successful both on the SBI platform and outside (good old HTML static sites as well as WordPress sites), many people ask me which is the better route to go.  The answer depends on the type of individual you are, what you want and how much you are willing to spend on your business.

While I will cover the qualitative aspects of the comparison a bit later, I want to first focus on the quantitative aspect of the equation because many people immediately discount SBI when they first see its price tag. Truth is, the price isn’t that much more than putting the pieces together, and definitely well worth the amount of time you save in the process at least in my opinion.

So let’s have a look . . .

Cost of SBI

All Inclusive Annually $299

Cost of Building Your Own Site

Domain $10.99

Hosting ($5/month) $60

Total $71 Annually

Purely from a financial perspective, SBI will cost you $228 more per year to operate a static website or blog with no other bells and whistles.  This is fine if you want a small family or hobby site that you do nothing with once you build it.  But what if you want to build a successful long term online business which require tools such as an email autoresponder and a keyword research tool for SEO purposes?

Let’s have a look one more time . . .

Cost of SBI

All Inclusive Annually $299

Cost of Building Your Own Site

Domain $10.99

Hosting ($5/month) $60

Keyword Tool $97 (Market Samurai is the most cost effective)

Email Autoresponder ($20/month) $250 (Aweber is the most cost effective)

SEO Checker Tool $97 (Traffic Travis is the most cost effective)

Total $505 Annually

So it turns out that SBI is cheaper by $206 during your first year

Note that the cost of the keyword tool and SEO checker tool drops after year one because it’s a one time charge which brings the cost down to $311.  The results?

SBI is cheaper by $12 annually.

So there you have it purely from a financial perspective.  SBI is actually a more cost efficient option when you take into account the bells and whistles many new internet entrepreneurs would want to have.  For those who don’t want to fork up the $299 all at once, SBI also allows you to subscribe on a monthly basis instead so you can try the program and see whether you want to stick around, making it much more affordable from a working capital or cash flow perspective.

I understand there are nuances involved that impact our decisions, such as differences between the keyword tool SBI uses vs. the alternatives, and the same goes for the email autoresponder and many other factors. However, all that just comes down to personal preference and comfort level using the tools.

For example, a more advanced internet entrepreneur may prefer a more robust email autoresponder such as Aweber while someone relatively new can be totally overwhelmed by it, not that it is too complicated but you get the point. There will always be nuances involved in the different components that go into running a successful online business that trigger differences in opinion. The important thing is that all these components work.

Disadvantages Using SBI

Building your own website or blog with WordPress or a static HTML program like Dreamweaver will give you more flexibility in terms of the look and feel of your website in terms of how you want to design it and the elements you want to embed within.  However, this requires some knowledge of coding/programming in order to implement.

For example, with WordPress, you have several plugins that are available that you can use to enhance or modify the look, feel and functionality of your site.  Although there is some learning curve involved in understanding what plugins are, what they do and how to implement and use them successfully, they are relatively automated compared to having to manually code in the functionality they delivery.

There is some flexibility with SBI as well, however this too requires some programming/coding skills. At the end of the day, you have to ask yourself whether you are willing to invest the time to learn what it takes to implement such design changes. More importantly, are the design tweaks you want to implement important enough to impact your decision?

Another disadvantage of SBI is you can only host one domain in your account.  This become a moot point if you only want to establish one website. But if you want to establish several more down the road, getting your own hosting account will work out better if you want to host multiple domain names on it.

Basically, considering your own hosting account comes into play when scaleability is at stake because you can scale the use of other web components mentioned above as well such as the email autoresponder program.

Advantages Using SBI

  • Easy to learn and use
  • Step by step business and site building coaching
  • Several behind the scenes tools, both impacting the site itself and others that impact your business
  • Excellent support system
  • Plug and Play system perfect for busy people who don’t have the time or don’t want to learn the technical aspects of doing business but just want to turn their passion into a successful online business

Real Advantages Using SBI

While there are a few things to consider when deciding whether to go with SBI or put the pieces together building your own website or blog, the real advantage in using SBI in my opinion is everything else that goes way beyond the website itself. I am not saying the website is not good. It is. But what’s even better is all the bells and whistles that come with the program.

More than anything else, the step by step training you receive is fantastic. Before you even start building your website, SBI provides a multi-modular interactive training course that gets you up to speed on internet business. Literally, a novice can take the training and be on their way to establishing a successful online business. I can argue that this in itself is well worth the price of the program.

In addition, SBI has several behind the scenes tools that are invaluable, including a very large and deeply involved forum where thousands of SBIers regularly interact, share experiences and help each other out. SBI’s support network is the one of the best I have personally experienced among online tools, which outside of the SBI community you would have to build on your own, most often paying for it.

And the biggest advantage of all in my opinion is the time and pain you save in the process. You completely skip the growing pains and overcome the learning curve immediately because of the training you are provided with.  Outside of SBI, this training costs a significant amount of money.

Getting SBI is like getting a private tutor, or paying for coaching which not only takes heavy monetary investment, but also time and patience to learn, understand and implement.  With SBI, if you are ever stuck at any point, simply shoot out an email to the support team or post in the forums.  Responses come flooding in quick.

Concluding Thoughts

If you are a seasoned internet entrepreneur, you may not get all the value from SBI that it is meant to deliver. You likely already know a lot of it. However, if you are relatively new in the internet space and are interested in building a successful and long term online business, SBI is an invaluable tool that I highly recommend you at least try.

They have a money back guarantee you can take advantage of, and most importantly you don’t have to pay all $299 upfront if you don’t want to. You can subscribe to their monthly plan.

Remember that SBI teaches you how to build a solid, successful and long term online business, so it’s much more than just a website or blog building suite. You not only get the start to finish coaching needed to figure out what niche you should pursue, but also all the tools to start building your website without figuring out how to. All you need to do is type.  In addition, you get all the coaching and support needed to establish a successful long term and sustainable online business.

I personally like SBI for several other reasons as well that go beyond the scope of this post, but then again, I might be biased because it is said that one never forgets their first love.  I am not saying I dislike other methods. In fact I have several niche sites that are on WordPress as well as static HTML sites built with Dreamweaver. In fact, once you get some experience and feel you no longer need some of the bells and whistles that SBI provides, you may very well opt to build your own website or blog for less than SBI’s annual cost. That said, my most profitable website is running on the SBI platform.

You can see how several others like me are making SBI successfully work well for them here.

Do you prefer to build your own website or blog rather than using a comprehensive suite of tools like SBI? Why or why not? What are your main questions and concerns when deciding?

Full Disclosure: I have an affiliate relationship with SBI and get paid a commission each time someone I refer to it makes a purchase. I have been acquainted with SBI since 2007 and have several profitable websites built and running on the SBI platform.

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