Qué es y cómo se hace un análisis FODA en 9 pasos + ejemplo práctico

Summary

El análisis SWOT es una herramienta estratégica que evalúa las fortalezas, debilidades, oportunidades y amenazas de una empresa. Seguidamente, se definen objetivos y se identifican estos cuatro elementos clave. A través de ejemplos prácticos, como el caso de HomeComb, se muestra cómo se pueden transformar en estrategias de éxito, reacción, adaptación y supervivencia. Se ofrecen recomendaciones para una efectiva implementación del análisis SWOT, enfatizando la importancia de la acción planificada y la precisión en la formulación de estrategias.

Takeaways

• 😀 El análisis SWOT es una matriz compuesta por cuatro elementos: fortalezas, debilidades, oportunidades y amenazas, que ayuda a generar estrategias para una organización.
• 🔍 Las fortalezas son aspectos internos positivos de la empresa, como certificaciones, patentes y una infraestructura tecnológica avanzada.
• 🚀 Las oportunidades son aspectos externos que la empresa puede aprovechar, como cambios en la percepción del consumidor o la apertura de acuerdos comerciales.
• 💡 Las debilidades son aspectos internos que perjudican a la empresa frente a la competencia, como falta de experiencia o problemas de calidad en el producto.
• ⚠️ Las amenazas son factores externos que representan riesgos para la empresa, como el aumento del dólar o la llegada de competidores grandes como Walmart.
• 🎯 El primer paso para realizar un análisis SWOT es definir el objetivo, ya sea para la planificación estratégica, evaluación de colaboradores o proyectos de expansión.
• 📊 Se deben considerar tanto las fortalezas y debilidades internas como las oportunidades y amenazas externas para desarrollar estrategias efectivas.
• 🛠️ Se pueden desarrollar planes de contingencia para abordar amenazas y aprovecharse de las oportunidades para mejorar las debilidades.
• 📈 Se pueden definir cuatro enfoques estratégicos distintos basados en el análisis SWOT: éxito, reacción, adaptación y supervivencia.
• 📝 Es importante transformar la estrategia en un plan de acción detallado con fechas y responsables para garantizar su cumplimiento.
• 📉 Se deben priorizar los elementos más significativos y ser precisos en las declaraciones, como mencionar la vida útil real de un producto en comparación con la competencia.

Q & A

¿Qué es el análisis FODA?

El análisis FODA es una matriz que consiste en cuatro elementos: dos internos (Fortalezas y Debilidades) y dos externos (Oportunidades y Amenazas). Su objetivo es generar estrategias para mejorar la planificación estratégica de una organización.

¿Cuál es la principal utilidad del análisis FODA?

El análisis FODA ayuda a generar estrategias que permiten entender dónde está una organización, cómo está, hacia dónde va y qué debe hacer para alcanzar sus objetivos. Es una herramienta clave en la planificación estratégica.

¿Qué se debe hacer antes de comenzar un análisis FODA?

Antes de comenzar un análisis FODA, es importante definir el objetivo claro del análisis, como puede ser un plan estratégico anual, una evaluación segmentada de los colaboradores o un proyecto de expansión.

¿Cómo se pueden identificar las fortalezas en un análisis FODA?

Las fortalezas se identifican preguntándose qué aspectos internos positivos tiene la empresa bajo su control. Además, se pueden obtener ideas preguntando a los clientes y al mercado sobre lo que consideran como fortalezas.

¿Cuál es la diferencia entre una oportunidad y una amenaza?

Las oportunidades son factores externos sobre los cuales la empresa no tiene control directo pero puede aprovechar para mejorar, mientras que las amenazas son factores externos que representan riesgos para la organización.

¿Qué estrategia se puede aplicar cuando se comparan fortalezas y oportunidades?

Cuando se comparan fortalezas y oportunidades, se utiliza la estrategia de éxito. Esta estrategia busca aprovechar las fortalezas internas para capitalizar las oportunidades externas.

¿Qué recomendación clave se menciona para desarrollar el análisis FODA?

Una recomendación clave es que la estrategia no debe quedarse solo en palabras o en un documento escrito. Es fundamental establecer un plan de acción con pasos claros, fechas y responsables para garantizar su cumplimiento.

¿Qué ejemplo se da de una oportunidad en el análisis FODA de HomeComb?

Una oportunidad para HomeComb es la compra de productos mediante dispositivos móviles utilizando códigos QR, lo que puede generar ahorros en inventario y reducir costos de personal.

¿Cómo se aborda la amenaza de la llegada de Walmart en el caso de HomeComb?

Para enfrentar la amenaza de la llegada de Walmart, HomeComb planea fortalecer su programa de CRM para fidelizar aún más a sus clientes y evitar que opten por comprar en Walmart, a pesar de sus precios bajos.

¿Qué estrategia se menciona para corregir la debilidad relacionada con los anuncios de descuentos expirados?

HomeComb implementará un sistema que codifique los avisos de descuentos, lo que permitirá eliminar los anuncios una vez que los descuentos hayan expirado, evitando confusiones entre los clientes.

Outlines

00:00

📈 Análisis SWOT: Definición y Objetivo

El vídeo comienza explicando el análisis SWOT, que es una matriz compuesta por cuatro elementos: fortalezas, debilidades, oportunidades y amenazas. Las fortalezas son aspectos internos positivos, las oportunidades son elementos externos que se pueden aprovechar, las debilidades son aspectos que nos desfavorecen y las amenazas son riesgos externos. El análisis SWOT ayuda a generar estrategias para responder a preguntas sobre la situación actual, cómo estamos, hacia dónde vamos y qué debemos hacer para llegar allí. El primer paso es definir el objetivo del análisis, ya sea para la planificación estratégica, evaluación de colaboradores o proyectos de expansión.

05:02

🛒 Ejemplo Práctico de Análisis SWOT: HomeComb

Se desarrolla un análisis SWOT para una empresa hipotética llamada HomeComb, una cadena de hipermercados. Se exploran las fortalezas de HomeComb, como sus mejores precios, programa de lealtad, servicio de calidad y infraestructura tecnológica. A continuación, se identifican debilidades como los retrasos en la entrega de pedidos online, notificaciones de descuentos obsoletas y alto rotación de personal. Se analizan oportunidades como la compra de productos a través de móviles, la creciente demanda de productos de marca blanca y la falta de infraestructura tecnológica en competidores. Las amenazas incluyen la competencia de tiendas de bajo costo, la llegada de Walmart y el aumento del dólar, lo que incrementa los costos de importación.

10:08

🚀 Estrategias Derivadas del Análisis SWOT de HomeComb

Se presentan estrategias basadas en el análisis SWOT de HomeComb. Las estrategias de éxito involucran vender productos de baja costura bajo la marca HomeComb y ofrecer un portal de transacciones en alianza con empresas como aerolíneas y gimnasios. Las estrategias de adaptación incluyen establecer exhibiciones sin inventario en lugares urbanos y codificar avisos de descuento para su retirada oportuna. Las estrategias de supervivencia abordan la alta rotación de personal y la competencia de tiendas de bajo costo, proponiendo abrir tiendas mini con productos de marca propia y buscar alianzas comerciales para competir con Walmart.

15:10

🔄 Estrategias de Supervivencia y CRM para HomeComb

Finalmente, se abordan estrategias de supervivencia para enfrentar amenazas como la llegada de Walmart, proponiendo fortalecer el programa CRM para retener clientes leales. Se enfatiza la importancia de adaptar las estrategias al contexto de la empresa y menciona la disponibilidad de recursos adicionales en el sitio web de Ingenio Empresa para aprender más sobre herramientas de análisis como el SWOT.

Keywords

💡SWOT分析

SWOT分析是一种战略规划工具，用于识别一个项目或企业的优势（Strengths）、劣势（Weaknesses）、机会（Opportunities）和威胁（Threats）。在视频中，SWOT分析被用来系统地评估公司的状况，以便制定有效的战略计划。例如，通过对HomeComb公司的SWOT分析，确定了其在价格谈判、客户忠诚度计划、服务等方面的优势，以及在物流、折扣通知管理、员工流动率等方面的劣势。

💡优势(Fortalezas)

优势指的是公司内部的积极因素，这些因素在公司的控制之下，并且可以帮助公司在市场上获得竞争优势。视频中提到HomeComb公司的优势包括与供应商的谈判能力、客户忠诚度计划、以及客户认可的服务品质。这些都是公司内部的强项，可以用来抓住市场机会。

💡机会(Oportunidades)

机会是指那些公司无法直接控制但可以利用的外部条件，这些条件可以帮助公司实现更好的业绩。视频中提到的机会包括通过移动设备购买产品、增加自有品牌产品的生产以及利用技术基础设施来采用新技术。这些都是公司可以用来提升市场地位的外部机遇。

💡劣势(Debilidades)

劣势是指那些可能对公司构成竞争劣势的内部因素。视频中指出HomeComb的劣势包括在线商店的配送时间延迟、折扣通知未及时移除以及员工流动率高。这些劣势可能会阻碍公司实现其目标，需要通过战略规划来克服。

💡威胁(Amenazas)

威胁是那些对公司构成风险的外部因素，公司难以控制这些因素，但可以制定应对计划。视频中提到的威胁包括低成本商店的竞争、沃尔玛的到来以及美元上涨导致的成本增加。这些都是公司需要警惕并制定应对策略的外部风险。

💡战略(Estrategias)

战略是指公司为实现目标而采取的长期计划和行动。在SWOT分析中，战略是基于优势、劣势、机会和威胁的评估来制定的。视频中提到了几种战略方法，如成功战略、反应战略、适应战略和生存战略，这些都是基于SWOT分析的结果来制定的。

💡行动计划(Plan de Acción)

行动计划是将战略具体化、步骤化和时间化的详细规划，确保战略得以实施。视频中强调了制定行动计划的重要性，并指出应该有明确的时间表和责任人来确保战略的执行。例如，HomeComb公司需要为改善物流和员工培训制定具体的行动计划。

💡客户忠诚度计划(Plan de Lealtad de Clientes)

客户忠诚度计划是一种营销策略，旨在通过奖励和激励措施来鼓励客户对品牌的忠诚。在视频中，HomeComb公司的客户忠诚度计划通过积分系统来增加客户粘性，这是其优势之一，也是公司战略规划的一部分。

💡物流(Logística)

物流是指商品从生产地到消费者手中的整个流程，包括运输、仓储和配送等环节。视频中提到HomeComb公司在物流方面存在劣势，特别是在在线商店的配送时间上，这直接影响了客户满意度和公司的竞争力。

💡技术基础设施(Infraestructura Tecnológica)

技术基础设施是指公司用于支持其运营和战略目标的技术和系统。在视频中，HomeComb公司拥有先进的技术基础设施，这使得公司能够利用新技术，如移动购物和库存管理，来提升效率和客户体验。

💡市场机会(Oportunidad de Mercado)

市场机会是指市场上存在的、可以为公司带来增长潜力的特定情况或趋势。视频中提到的市场机会包括通过移动设备购买产品和增加自有品牌产品的生产，这些都是HomeComb公司可以用来扩大市场份额和提高利润的机会。

Highlights

El análisis FODA es una matriz compuesta por cuatro elementos: dos internos (fortalezas y debilidades) y dos externos (oportunidades y amenazas).

El análisis FODA ayuda a las organizaciones a generar estrategias respondiendo a preguntas como: ¿Dónde estamos?, ¿Cómo estamos?, ¿Hacia dónde vamos?, y ¿Qué debemos hacer para llegar allí?

El primer paso para hacer un análisis FODA es definir el objetivo, ya sea para la planificación estratégica del año, evaluación de colaboradores o un proyecto de mega-expansión.

Las fortalezas son aspectos positivos internos de la empresa que están bajo su control, como certificaciones, patentes y presencia en diferentes ubicaciones.

Las oportunidades son factores externos que pueden aprovecharse para el beneficio de la empresa, como cambios en la percepción del consumidor o la apertura de acuerdos comerciales.

Las debilidades son aspectos internos que, aunque controlables, representan desventajas frente a la competencia, como la falta de experiencia o la mala ubicación.

Las amenazas son riesgos externos difíciles de controlar, como el incremento del dólar para un comerciante o políticas ambientales para una empresa petrolera.

La definición de estrategias en el análisis FODA incluye cuatro enfoques: éxito (fortalezas y oportunidades), reacción (fortalezas y amenazas), adaptación (oportunidades y debilidades), y supervivencia (debilidades y amenazas).

Es crucial que la estrategia no solo quede en palabras; debe establecerse un plan de acción paso a paso con fechas y responsables para asegurar su cumplimiento.

La empresa HomeComb tiene fortalezas como precios competitivos debido a negociaciones con proveedores y un programa de fidelización que aumentó en 15,000 usuarios en el último año.

Una debilidad clave de HomeComb es el incumplimiento en los tiempos de entrega del 60% de las ventas realizadas en la tienda online.

Entre las oportunidades, HomeComb considera la compra de productos mediante dispositivos móviles y la creciente tendencia de empresas que fabrican productos para otras marcas.

Entre las amenazas para HomeComb se encuentran las tiendas de bajo costo que ofrecen marcas alternativas y la llegada de Walmart al mercado local.

Una estrategia de éxito para HomeComb es vender productos de bajo costo bajo su propia marca, aprovechando las oportunidades y fortalezas de su infraestructura tecnológica.

Para mitigar amenazas, HomeComb planea buscar proveedores alternativos en la región que ofrezcan productos en diferentes monedas para reducir la exposición al incremento del dólar.

Para mejorar la experiencia del cliente, HomeComb implementará un sistema para retirar a tiempo los avisos de descuento vencidos y reducir las quejas.

Transcripts

Hello everyone, I am Diego de Ingenio company and this time I am going to tell you everything about the

SWOT analysis. Let's see what it is, what it is for and how we can do it in

nine steps. We start with its definition, what is the SWOT analysis? It is basically

an array or a matrix that consists of four elements: Two external and two internal.

The first are the strengths and they are

those internal aspects in which we find ourselves very well. We continue with the opportunities that

are the elements that can be taken advantage of. Then come the weaknesses

that are the aspects that play against us, and finally there are the

threats that are the external risks that we must face. All this leads us to

ask ourselves, well, what is SWOT analysis for? What is it for?

Basically it helps us to generate strategies, strategies that answer

the question of where we are, how we are, where we are going, what we have to

do to get here, and this is basically based on the determination

of strategies, very common in organizations to propose strategic plans

. The first step in doing a SWOT analysis is defining the objective. If you are

going to make a SWOT matrix for something: in the strategic planning of the year, it

is the segmented evaluation of the collaborators or perhaps a mega

-expansion project. It is important that attendees are clear about the reason

why they are meeting. We start with the strengths. The strengths are the internal positive

aspects of the business and that therefore are under control. Usually

when we think of strengths what we are good at comes to mind

, but we can go further by asking our clients and the market

what they think of us. If we've done things right, some responses will be

strengths. Examples of strength can be

certifications received, patents, knowledge of the organization and headquarters

in different places. Opportunities are external aspects of which we

do not have direct control but we can develop plans to

take advantage of them. We are talking about possible advantages for the company to

do better, which can mean the difference between it and the competition.

A change in consumer perception, the opening of a

trade agreement in a country, and public business tenders are examples of

opportunities. The next step is the identification of weaknesses.

Weaknesses are aspects that even when they are under our control can be

controlled. They mean disadvantages against the competition and towards the

achievement of our objectives. Lack of experience, poor location,

process waste , and poor product quality are examples of weaknesses.

Threats are the factors that pose risks to the company. They are

external, so it is difficult for us to control them, but we can develop

contingency plans to deal with them. There are all kinds depending on the

characteristics of the company, for example, the dollar increased for a

marketer that brings products from the US, environmental policies for an

oil company, the excessive increase in the prices of our suppliers or the

development of technology in our competition. Once we have detected the

strengths, opportunities, threats and weaknesses, it only remains to define the

strategies that we are going to follow. The definition of the strategies handles

four different approaches: the first is the success approach and it is basically detected by

answering the following question: in what way can we use our

strengths to take advantage of our opportunities? The reaction approach

continues with strengths but this time compares them to threats. It

answers the following question: How can our strengths be used to

mitigate threats? The next approach is adaptation: In it we

compare opportunities with weaknesses. Let's think about the following: how can we

take advantage of opportunities to correct our weaknesses? Finally, there

is the survival approach that takes the weaknesses and compares them with

the threats. How can we keep up even with the threats seen?

Established with the survival strategy,

I want to mention three recommendations that you should keep in mind during the entire

development of the SWOT analysis. The first is that the strategy should not

remain in words or even in writing. It is important that you establish

a step-by-step action plan with dates and responsible parties to ensure its

compliance. It is important to prioritize among the most significant elements.

We have countless weaknesses, opportunities, threats and strengths.

Which are the most important? Do the analysis with those and finally it is convenient to

be precise in our statements. It is better to say our product has an

average of two years longer life than the competition instead of better life

of our product compared to the competition. To learn more about this and

other topics, visit the Ingenio Empresa website, visit ingenioempresa.com

In the description of the video I leave the link.

Let's go now with a practical example on SWOT analysis.

First of all, he contextualized you, what our example is going to

be about , it's going to be about a company, a hypermarket, a consumer company.

The company is called HomeComb. It has warehouses and supermarkets in different parts

of the country. It is a company already consolidated in the national market. It has

very important negotiations with multiple suppliers and an advanced

technological infrastructure. The order in which we are going to develop our

SWOT or SWOT matrix will be first with the strengths and then the opportunities,

then we will go to the opportunities (it is weaknesses) and finally to the

threats. However, it is necessary to clarify that in practice this order

is not a straitjacket, in fact and it was indicated in the post. I make a mention of the

Harvard Business Review magazine that shows that following a methodology

that addresses first the weaknesses and then the threats, later the strengths

and then the opportunities, that is, a SWOT methodology gives better results

than starting with the strengths and opportunities first. . This is up to you

and practice will prove us right. Well, let's start with the

strengths first. HomeComb has better prices than our technology and appliance suppliers

offer us , which allows us to

offer products with a lower price than the competition, and it is that HomeComb has already

over the years made important negotiations with multiple suppliers

that allows you to access products that these providers offer at a

much lower cost than the competition could be, and that cost

is passed on from the customer to the common customer unlike what

the competition can do . They also have a points program that

has allowed customer loyalty, and an increase of 15,000

people in this program in the previous year. It turns out that when you go to

buy a product, for each product you buy, at HomeComb you will accumulate

some points. Once these points have reached a certain limit, you will be able to receive them for other

products in the store. So this is a loyalty program that gives very

good results and is evidenced in an increase of 15 thousand people in this

program in the previous year. Final and last strength to our

clients recognize that the service provided to the facilities is

excellent. Let's go with the weaknesses: there are

defaults in the delivery time of 60% of the sales made by the

online store. Each sale that is made within the in-store

contains a logistics. The gear behind since the person selects

the product, places it in the cart, places their card details and pays for it.

That order, that order form enters the HomeComb software

and there it reaches the dispatch, between the dispatch the order is made for the

logistics shipment with courier, but at this moment there are

deficiencies within that process that makes the delivery time be much

be much greater than promised. Next weakness: There are hanging notices of

discounts at the hypermarket facilities that are not removed in time

after the discount is finished. It turns out that you agree, you walk down a corridor,

you see that there is a discount on a certain type of product, you

take that product, and when you get to the checkout, you either

pay for the product and then you realize that the discount was not applied, or before

pay you realize that the product is worth much more than it appeared. It turns out

that discounts are placed ... the time for the validity of that discount passes

and that poster is not removed, that notice and that since obviously it makes

the customer annoy and it would certainly annoy anyone. Finally, an

increase in staff turnover during the last year, added to the time

invested in training, the greater the turnover of staff, because the more

time has to be invested in training the new staff who have to enter.

Among the opportunities we have the purchase of products through the mobile

in warehouses and products in stock, which means savings in inventory and

reduction of costs for hiring existing personnel. A great opportunity

here in the use of smartphones is that you can buy

a product using the QR code reader on your cell phone, so let's say you

are walking down a corridor and a showcase with certain products with

certain product stickers. That sticker has a QR code, you take out your

cell phone, scan it, enter your card details, make the purchase and the promise

is that when you get home that product will already be there. This is already

a technology implemented in many warehouses in the world. One of the

pioneers is for example

the South Korean. It's called Tesco, you can look it up. We continue the growing increase in

companies that manufacture products for other brands to market them

under their name. So I am the warehouse and I contract you to

make certain types of products. When you send me those products, you

send them to me with the label of my own brand,

which is, in other words, called a maquila. You are producing for me and I

am selling under my own brand. This time I am a warehouse that brings

many products from other brands but in this case I am not marketing a

product of my own brand even though it is not manufactured by me but rather manufactured by

someone else, and our competitors do not have

our technological infrastructure to adopt the same new technologies, this is

clear. Threats: low cost stores, what is called the low cost store that

offer alternative brands in exchange for low prices and it turns out that

what these stores do is offer products that do not have so much marketing

behind, that are not as well known and this allows you to offer products that are

much cheaper. When you as a user, as a customer you access one of

these stores you know that you will not find products from recognized brands

but you also know that in exchange for this you will be able to buy those

products at a much lower cost than what you would buy in a product

known brand . The arrival of WalMart, a giant of the retail trade in other

countries of the world and therefore comes to our country and is a major threat. And the

upward trend to the dollar that increases the costs of the products that are

imported. Well, with this we already have the panorama of strengths, weaknesses, opportunities and

threats. We are going to see what the strategies give us

the strategy that compares the strengths and the opportunities is the strategy of success.

We have first bypassed opportunity number 2: we are going to sell

low-priced products under the HomeComb brand compared to

small supermarkets . Derived from opportunity number 3 and

strength number 2: we are going to offer a consultation and transaction portal for

users on the website and app, and look for new allies such as airlines,

restaurants and gyms to use the points. It turns out that currently at HomeComb they

have that the user who is in the loyalty program can

receive their points only for products from the warehouse itself, since

we have an important infrastructure, an important

technological infrastructure and we have many suppliers; we are going to make that user can

receive their points not only inside HomeComb but also inside a

plane ticket or inside the plate of a restaurant.

Within the strategy that compares the weaknesses and opportunities, we have

derived opportunity number 1 and skill number 1: that we are going to set up

showcases of products without stock in urban places. This will reduce part of

the shipping logistics because it will not be in the warehouse but from the

distribution centers. So suppose you are walking to

catch the subway, you are going to take the bus and right next to you there is a shelf that

places promotions for laptops, then you approach and see the

QR code attached, you take your cell phone from the QR code reader you scan and put

your card details. You just made a purchase just when you are going to take the

subway to go home. This is a strategy that Tesco obviously already has in place in

a South Korean warehouse, and at this moment HomeComb sees the

opportunity to implement it in strategic locations in the city as well.

Weakness number 2: we are going to code the discount notices posted in

the mall's facilities to know in time when they should be

removed. Basically what HomeComb is going to be through this strategy is to

assign a code to each of the discounts that are placed in the

aisles and in the showcases and code that within a software and parameterize

from which date to which date it will be carry out so that when it is close to

ending its validity, as the software tells us that it is necessary to remove the

product in aisle 3 so that the customer does not see that discount afterwards they make

a mistake again. Finally, design and implement an incentive

plan for staff. It is to avoid the, to reduce the

high turnover of personnel. We go with the strategy that compares

strengths and threats: we have within threat number 3: We are going to

determine alternate suppliers in the region that supply products with

different currencies . So suppose that we are always

buying Lenovo computers at a certain currency and that currency started

to increase ... then we have to pay more for each computer that we buy.

It turns out that Acer has a factory in our country and can sell these

products to us in our own currency, as it is better for us to buy products,

computers from Acer than to continue buying from Lenovo.

Derived from the threat number one and strength number three, we are going to

open mini stores in the residential sectors with private label products

to compete with low-cost supermarkets. So what we are

going to do is hire maquias, make us our own

products under the HomeComb brand and we are going to open a store, so the low-cost store

has a product on one side of the sidewalk, on one side of the street. ..

we are going to open another one right in front, then we are going to compete face to face

in the residential sectors, we are going to go to the neighborhoods where the

people are, where leaving their house they can walk a few meters and they can come and

buy the products of our own brand.

And derived from threat number 2 and strength number one: We are going to seek

commercial alliances with other suppliers that sell products in

which Walmart is strong and has low prices.

The survival strategy, the one that compares weaknesses and threats:

we have derived threat number 2: we are going to strengthen the CRM program to

retain more customers with the arrival of Walmart. Although Walmart will

arrive with innovative products and low prices in many of the sectors where

they are strong, we are going to build even more loyalty to our

users so that even when they have lower prices there or

different products there, they prefer to buy from us. us simply for

a matter of fidelity. Well, this is our example, I hope it was

understood, I hope you have not been so confused. Remember that in Ingenio company you will

find the SWOT analysis post and other post about tools that may

be very interesting for you. I'll leave it in the description of the video and see you

another time. Bye bye.