The third tool, I would like to show you on how to price the demand better on the incentive curves, and they really talk about what is the optimal pocket size and the price per use. We talked about incentive curves in course one, so here is a quick recap. On the x-axis you have all your products. And on the y-axis you show the price per unit. Now, the unit can be depending on the product can be the weight in grams or ounces. It can be in volume, liters or gallons. Or simply the number of count of units in your package. And the basic shape of an incentive curve is sloping downwards because you want to create an incentive for the buyer who considers product A to upgrade to product B. Spend more money in absolute but pays less on a per unit basis. There is a lot of debate what is the right slope for an incentive curve. So here are two examples that help you in thinking about it. Let's start with toilet paper. Toilet paper usually is packed in multiple rolls pre-packed and you can buy maybe two rolls, you can buy six rolls or you can buy 12 or 36 rolls. And, I'm not sure whether I would use a lot more toilet paper If I buy a lot of in a single pack. So, the curve here is probably pretty shallow. Now potato chips, very different case. Once I start eating very hard to stop for me, so what you want to have is a pretty steep curve because if you get me to buy the bigger one, you can almost bet that I finish it all in one sitting and I just consume more. And here's a trick how to avoid it. Buy the biggest pack you can get to pay the lowest price per ounce. And then put it on small plate, a single serve so that you don't fall into the trap and outsmart yourself. Now back to the hotdogs. For hotdogs, looking at package size doesn't really make sense. You buy one or two and then you're full. So, but there's something very important going on with food in general that is how well does it taste, what's the value you provide in terms of enjoyment of good flavors. And think about wine, you have a lot of wine trading systems out there to guide consumers. In our case New Food did extensive customer research and asked them how do you like our hot dogs on a scale from one to 10? One being very bad and 10 being excellent and they created this matrix called Hot Dog Taste Points and our organic hot dogs too pretty well. The entry level hotdog just the plain hotdog has 5 points, the one with adding cheese has 6, the one with cheese and onions has 6 as well and the one with everything loaded including chili has 8 points. So, how does our incentive curve look like? It is going down with the exception of line with the onions. That is a little bit out of the line here so in other words, there's very little incentive for, a customer who likes the cheese to also add the onions if it really doesn't add anything on flavour here. Now, maybe this calls for a change in recipe for a new food. The onions they're using right now are raw. Maybe fried onions will do the trick. There's another way to use incentive course that's when you start comparing to compare those. Here we are adding our competitor Frankie and you can see that. On a cost per taste point they are actually higher and that is the charge the same price absolute a very similar price but the consumer ratings for them are not as favorable. So in other words we are undercharging for the taste we are providing. And there could be a strategic debate whether we price up to close into our competitor. Let's do a quick recap on the incentive curves. It'd really helps you to understand the impact of the package size and the usage. And of course, for the business the question is, can you drive incremental usage through larger package size? Second and thirdly. It helps you to understand what are the appropriate targets lobes between the sizes to maximize profitability. And what are the price unit relationships? And where are they out of place on the marker or in your own lineup? And with both of them, you can think about can we introduce or change our incentive curves to optimize our profitability.