potential customers of your product or service and the donor piece. many non-profits, they have a donor aspect and selling their services. there's different messages for both. the donor side, absolutely, you are hitting them on the emotional piece and the mission piece. on the service side, for profit companies selling similar services. itis honing the message to the donor and the customer audience. your elevator pitch needs to be different for every audience. now a question about going big. >> as a small business owner who owns a real estate agency in atlanta, what is the best way to expand nationally? >> the first question would be to think about why do you want to expand nationally? >> i see portfolio companies, i invest in companies that are commercializing in the u.s.