From Startup to Exit

Moderating foreign accents using AI, A Conversation with Soundwave team, winners of the TiE Young Entrepreneur competition

TiE Seattle Season 1 Episode 14

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These days you will often call into customer service for a company whose product you are using and will be connected to an agent with a foreign accent. For many Americans, this can be a challenging experience as they cannot understand what the agent is saying because of their accent. Foreign agents have also complained that it can be a dehumanizing experience. This can result in a low Net Promoter Score for the foreign call center which reduces the revenues they can charge for their services.

Soundwave is an AI application that moderates the accents of foreign call center agents. It works as the agent talks into their microphone. Then, their voice goes through an AI model in real-time and returns with a moderated accent. The caller hears the response in the moderated accent. 

The Soundwave product was conceived of by young high schoolers under the auspices of the TiE Young Entrepreneur (TYE) program. They won the TYE Globals finals in 2024.

TYE is a fantastic year-around program to guide high school students to create and launch their first real business. Students are guided through each step of starting an enterprise, from brainstorming the idea to developing a product prototype to pitching to investors. Classroom learning is blended with real-world experimentation and validation, to obtain product-market fit. This program culminates in the regional finals event being held this year and a global competition.

Brought to you by TiE Seattle
Hosts: Shirish Nadkarni and Gowri Shankar
Producers: Minee Verma and Eesha Jain
YouTube Channel: https://www.youtube.com/@fromstartuptoexitpodcast

SPEAKER_01:

Welcome to the Startup to Exit Podcast, where we will bring you world-class entrepreneurs and VCs to share their heart-written success stories and secrets. This podcast has been brought to you by Thai Seattle. Thai is a global nonprofit that focuses on foster entrepreneurship. We encourage you to become a Thai member so you can gain access to this great podcast. To become a member, please visit www.seattle.ti.org.

SPEAKER_02:

Welcome to another great episode of uh our podcast from startup to exit. Uh this my name is Gavry Shankar. I, along with uh my co-host Sherish Natkarni, have been uh doing this podcast uh for a while now. Uh and uh this episode is extremely exciting for both of us. Uh as you know, we are produced by Thai Seattle. Thai is a not-for-profit worldwide organization that um foster entrepreneurship. One of its key pillars of Thai Seattle is the TYE program, Thai Young Entrepreneurs. And every year, uh every chapter presents a team with uh uh great entrepreneurial ideas, and a winner is selected. This is very special for Sharish and I because uh this year's winner at the global TYE event is our very own uh Seattle chapter TYE team. So congratulations to them, and we're gonna talk to the uh team of uh uh our Seattle chapter uh winners. And uh but before I go uh uh to that portion of our podcast, I want to first introduce uh Minnie Verma. Minnie is the executive director for uh the Thai Seattle chapter. Uh she keeps uh everything humming, especially the various programs. And Mini, thank you very much for uh uh being uh uh a great supporter of our podcast. And also along with us, we'll have we have Arvind Bala who will introduce himself soon. Um he uh served as a mentor for the team. But uh my co-host uh Sharish, a serial entrepreneur and a serial author, and his first book titled From Startup to Exit, where we derived our name from, uh, and his second book, Winner Take All, is available everywhere books are sold. With that said, I'll turn it over to Sharish to introduce the team, uh Arvind, and uh we're gonna have a very enjoyable and uh informative uh session with our young team. Shirish.

SPEAKER_03:

Thank you, Gauri. Uh hi folks, um uh welcome to our uh podcast. This is gonna be really exciting. I'd like to start with a round of introductions. So um, Minnie, uh would you like to go first?

SPEAKER_00:

Yeah, hi, thank you, uh Sharish and Gauri. Uh, first of all, thank you for doing this podcast. And um congratulations to Team Soundwave. You really made us promise. And as uh Gauri has already introduced me, I'm Minni Verma, Executive Director at Thai Seattle. And uh we do many programs like Thai Institute, uh, investment outlook panel, future of AI, CIO roundtable throughout the year. But I'm most passionate about the Thai Young Entrepreneur Program. This is our flagship program, which aims to inspire, challenge, and empower the next generation of entrepreneurs at high school level. These 9th to 12th graders learn from ideation to development of business plan to development of product to ultimately creating a viable startup. Our students express that this program has helped them with problem solving skills, improve their confidence in starting a company, and students learn design thinking, customer validation, prototyping, business model in the classroom session in the phase one. Phase two is mentorship sessions and then the pitch competitions. This cohort uh uh 80 students enrolled and 14 teams uh came through. And uh team Soundwave uh won the chapter level competition and the global level competition, and they also won uh best execution and customer validation. This couldn't be done without uh our excellent team here, Arvind uh mentor and instructor. Uh Yash Wag, he was the program chair, and uh I would also like to recognize uh Kishore Panthalia, our outgoing president. Throughout uh he really supported us in that journey. Thank you all, and over to you.

SPEAKER_03:

Thank you, Mini. Uh next is Arwind Bala. Um Arwend, can you introduce yourself?

SPEAKER_04:

Yeah, uh thanks, Shilish and Gauri, for having us on your podcast. Uh I'm Arwin. I am uh the instructor for the T Bali program. Uh, this was my first year uh doing uh doing this, and it was uh I had a great experience. Um as you teaching actually helps you learn the concepts better yourself, and I found that it personally helped me as well. Um in my day job, I'm co-founder and CTO of Seek Out, which is a recruiting SaaS company. Uh we're a series C uh Tiger Global and Mayfield and Madrona funded company. Um and I've been doing this for seven to eight years, and so startups is definitely my passion, and uh working with high school students, uh helping them realize their dreams and learn new things, I think was uh super uh helpful for me as well and also very rewarding.

SPEAKER_03:

Thank you, Arawin. Alright, uh Koshan, do you want to introduce yourself?

SPEAKER_06:

Yeah, um hi, I'm Koshan Sharma. Uh I'm a rising senior at Bobby High School, uh, and I was part of the Soundwave team that won Thai uh Thai Seattle and Thai Globals.

SPEAKER_03:

Great.

SPEAKER_06:

Vedan?

SPEAKER_05:

Yeah, I'm uh Vedanta Kokarni and I'm a rising junior at East Lake High School, and I was also part of the team. Great, and finally, Prithvi.

SPEAKER_07:

Yeah, hi, I'm Prithvi Arvin, I'm a rising junior in Overlake High School, and I was also part of the team.

SPEAKER_03:

Great. Alright. Um so let's start um uh with the product concept um uh for Soundwave. Uh can you can one of you tell us uh what exactly the concept is and who your target audience is.

SPEAKER_05:

Yeah, sure, I can do it. So uh our product concept is oftentimes foreign call center agents have much lower customer satisfaction than um agents in America. And so our main goal was to really bridge that gap. So the whole idea behind Soundwave was to find uh to slightly moderate the accents of foreign call center agents to increase customer satisfaction and understanding. So we're targeting um agents in first we're starting in India, but we hope eventually that we can go to countries like in South America, in Southeast Asia, and more.

SPEAKER_03:

Very interesting. I'm I'm sure um this will be a very useful uh product for a lot of companies who are outsourcing their uh customer service, for example, uh to countries like India and Philippines and others. Um so how uh what is the technology um behind this? How do you modulate the uh the accent to make it sound more, let's say, American or you know, British in accent?

SPEAKER_05:

Sure. So how it works is that we first we take the uh input from the agent talking, and next we have an already trained um AI model based on American accents, and what the and what the model does is that it finds a middle ground between the two accents. So it finds so um uh accents are broken down into like booths in certain areas and then lower air lower um lower like enunciation in certain areas. So the AI model kind of evens it out and finds a middle ground between the Indian and the American accent to so that there's still some of the Indian accent preserved so it doesn't completely wipe the identity, but it's still but there is still um it is easier for uh American customers to understand.

SPEAKER_03:

Got it. Um so how far along are you uh with this product? Uh do you have uh um something that you can demonstrate to potential customers as to how effective it is?

SPEAKER_05:

Um so right now we have a model, however, it takes around uh it takes around three to five seconds, so that's obviously not being able to do an over call. So we're right now working to get it down to around the 500 to 300 millisecond portion, which is the ideal that call center um companies look for.

SPEAKER_03:

But even with that delay, um uh how how good is the uh the uh sound quality in terms of uh hiding uh some of the accent?

SPEAKER_05:

Sure, yeah. We've uh we have done, we've asked a few, we've asked people around us, we've done um a few surveys, and we've got a really uh positive outlook. A lot of uh call center company managers even have expressed a lot of interest after we've shown them some of our demos. So uh we're we're very hopeful about the success, the future of the company.

SPEAKER_03:

So that leads me to the question I was going to ask, um, which you partially answered was uh, what kind of market validation have you done uh so far to want to see if this is something that um you know potential customers, uh call center managers would want.

SPEAKER_07:

I mean, so some of the market validation. Yeah, some of the market validation we've done so far is we started off by talking to call center agents because that's really how we transition into this problem. And we talked to a lot of call center agents, we realized that discrimination is a huge problem for them. I mean, their job is already hard enough, they're cold calling, you know. I mean, they're picking up calls from customers countless times a day, they're getting yelled at, so discrimination was an added factor that made their lives harder. And then we talked to call center managers who kind of gave us the other side of the problem, the real money-making factor, which is that because foreign agents have accents, that lowers their net promoter scores or NPS, which basically makes their business less profitable. They can charge less monies from the businesses using them because the agents provide lower customer satisfaction. So that was when we realized that we were really onto something and we had real traction for our problem.

SPEAKER_03:

Got it. Uh, have you um uh done any kind of estimate as to uh how big is this market opportunity? I'm I'm sure this is a big market, but can you uh uh have you done any study to understand how the system, you know, could we be doing uh hundreds of millions of dollars of revenue?

SPEAKER_05:

Yeah, so uh the overall cost center market, as you know, a series of the billions of dollars. However, um we have we have some rough estimates. We think the market for a product like this is in the is in the hundred million dollar range, especially in so we we did most of our research in India, so we believe it's in that range as of now. And then as our product gets better and adds as the and it uh expands its scope more and also goes to different companies, uh, we think the opportunities are endless.

SPEAKER_03:

And how did you gain this um uh AI expertise? I mean, after all, you are high school students, um uh who helped you build the AI uh model.

SPEAKER_07:

Yeah, so this is where we wish that some of our other teammates could have been here today. We're missing three today. One of them is Pred You. Um he kind of helped us with management and just building this product overall. But our two tech guys were Drove, Aurora, and Andy Karapati. And they've really streamlined the work on this model, and I think they did a great job of building a working model, like obviously latency was an issue, but they built us a model that we could have we were able to demo to the judges in um recently.

SPEAKER_03:

So these are also high school students like yourself who have uh built these AI models.

SPEAKER_07:

Yeah, one of them is a rising senior, I believe, in Skyline. And we also have a rising sophomore who is in UW right now. Okay, wow. The high school kid, but he's in early, like early college.

SPEAKER_03:

Oh, a high school kid in early college, very interesting. Okay, got it. Excellent. Uh, let me turn it back now to Gauri. I have a lot more questions. This is fascinating, but uh let uh Gauri continue the conversation.

SPEAKER_02:

Yeah, thanks, Shirish. So, first before we delve more into your product itself, how did you guys decide who will do what? Because it's a startup, you are all have similar skills. How did you self-select and say, hey, we are good at this, that? How how did this team come about? And how did you decide what role the six of you would play? And how did it work the way you uh started with towards the end?

SPEAKER_06:

Yeah, um, I can answer that. So basically, we all first initially we would um split up when we were first thinking about different ideas, um, different pathways we could take, we'd split up into different groups um for researching, and I think that like kind of helped us um bond more individually with like one another. Um, and then when it came to once we decided our idea about Soundwave, um, we looked at each each um individual skill sets, um, what we were good at and what we were willing to do. Um, and that's where we determined. So Drew Verora and Andy Karepathy, they're both really good on the tech side. Um, Prithvi and I both worked on validation. Um so we did a lot of outreach. We met with a lot of call center agents and managers, and Vidant was really good with finances, and Prethu was just really good with our general management, and he kept our whole team in sync um and sustained us. So everybody played their part really well, and um we're able to balance it out and really control we we're able to input um each part very well, and it I mean we turned out to work out really well as a group, so yeah, that's that's how we decided, and that's that's what happened, yeah.

SPEAKER_02:

Great. So you know, part of the magic of a startup is the team uh getting in sync, right? I assume the six of you met through the TYE program, or maybe you knew each other but never worked as a team in its true sense. How did you see the iteration happening? Uh then I'll ask Arvind the follow-up question as to how he kept this team in sync then to his uh daytime uh jobs teams in sync. Uh but how did you six uh come come together and kept it in sync?

SPEAKER_07:

I mean, I think it was actually really easy for us because I think we all really clicked. I know like first meeting in TYE ocean was the first person I talked to. We clicked almost instantly. Like we made really fast friends with like everyone on our team after our first few meetings. You know, it was the like it was never really formal between us. It was really that once we talked to each other and got to know each other, like the chemistry was there. And from the chemistry, it was really easy to do the other stuff because we enjoyed those like meetings. I can tell you, like, I was literally talking about this with Koshen the other day, is that we really looked forward to those TYE meetings because it wasn't like obviously we get we meet for like four or five hours and we spend one hour really focused on working, and the other three, four hours of just us talking and like just enjoying ourselves having fun. I think that chemistry that our team was built on really was like the reason why we could go so far because we just enjoyed like spending time together and we took things a little less seriously, which I think helped us with the nerves and all of that stuff. We never really had that problem.

SPEAKER_02:

Wow. That that that I think is the entire validation of TYE, how how teams come together and you make fast friends. Uh Arvind, was the teams handed to you, or you helped sort of put this team together? How did that happen and what was your role in the mentorship part of it?

SPEAKER_04:

Uh so I I was first the instructor, I mean they had an awesome mentor as well, and Fam Gupta was their mentor and helped them. Uh as the and and I did help them once they made it past the chapter finals to get into the roles. Um but you know, we had 70 to 80 students, so the we actually spent some time in class for them to get to know each other. Um, you know, and and one of the things, as you know, like in a startup, one of the most important decisions is who your co-founders are, and it's a make or break decision. And uh the advice I gave everyone was just don't go with your friends because you know a startup is more like a sports team. Uh it's not a friends group, like you you in a startup you have to fire your co-founders, you don't fire your friends. Uh so kind of pick people who would be complementary to your skill set uh such that you can have the greatest impact. So we actually spent time on that, and uh the teams kind of just organically formed together. Usually it was some set of kids who knew each other and then other kids joined, and there were some teams where they didn't know each other, and we kind of helped them form teams.

SPEAKER_02:

That's awesome. So it looks like there were some catalyst roles that were played. Uh going back to going back to the sound wave itself. Did you guys do a competitive analysis of what is the current competition versus um the product that you guys were building?

SPEAKER_05:

Yeah, sure. Um I'll take this one. So there are a very few um other companies that are have uh sort of similar ideas, however, it's such a vast market as we talked about because um there's so many different countries involved, and there's so many different uh accents, so many different agencies involved. So it's just it's like such a vast market, and really um there's only three or four other people who have got there who have even like thought of the idea. Uh really our biggest competition is the accent moderation coaches, which is the current solution that they have. So it's uh it's a pretty expensive uh it's a pretty expensive for the agencies themselves. However, annually or biannually, depending on the agency, they run training to recap to recap uh what all what all uh places that the agents are kind of bringing out their accent too much and having it so that their accent gets in the way of uh communication. So our solution is mainly to fix that problem. So they can speak more freely and they don't have to always be thinking about that, and the agencies can also minimize the costs of the accent training while also improving the satisfaction.

SPEAKER_02:

I see. So did you then um think of how you would go to market with the product uh at the same time? Because the competition was less, but then looks like there's a there's a current ecosystem of uh players that before you can reach your product can reach the actual agent, right? There's there seems to be many along the way. Who did you pick as a good partner? Uh or did you say, hey, we'll go direct to each call center? What was the strategy?

SPEAKER_05:

Uh okay, I'll take. Do you want to take us on fifthly or should I?

SPEAKER_07:

In terms of partners that we used, I mean, I think our biggest partner was uh a call center manager that we talked to at Airtel, Nathan Golden. He was really, really excited about our idea. So he but he couldn't, you know, invest in our company or like offer to buy us so early in our stuff. So what he did is he introduced us to one of his partner companies, Connections Back Office Services. This is a smaller partner company of Airtel. And they actually did end up offering us a letter of intent. So in moving forward, you know, when we figure out that decision, those two are definitely, you know, one of our main partners. Airtel and connections.

SPEAKER_02:

Seems like each of these call centers have a technology partner of some sort like your like you discovered connections. That could be the way you deliver this to the call center.

SPEAKER_07:

Yeah. Connections is a call center partner.

SPEAKER_02:

Call center, yeah. So did you uh while you were doing this validation, did you come across other opportunities that were hey, we could use this for something else? I mean, uh, you know, actors could use it for uh their accent modelation because it's not or uh, you know, uh advertisers could use it. Did you come across things that were uh adjacent to what you were doing call center?

SPEAKER_07:

I mean, I can answer that question just answered in a slightly different way. The thing is, we actually found accent moderation for call centers as a byproduct. So when we initially when we first thought of the idea of accent moderation, we were thinking about it in the education space, the online education space. We wanted to build something for like Coursera instructors, because we've seen videos online of like people unable to understand their foreign college professors because they're just there for to write research papers. So we're gonna build a tool of help with online instructors, and then I actually called a call center to return a hoodie. And I realized that yo, I mean, hey, call centers, call center agents have access. And I talked to the guy and I asked him a couple questions, and it turns out that you know his life is obviously their life is so hard, and they face extra discrimination because of the accent. You know, one of the quotes that stuck with us was he said they don't even speak to us as a human, they don't treat us as a human because of our accent. And that really like we wanted to do this because of the things that we've heard, like talking to call center agents, you know, the quotes that we've heard about the discrimination they face.

SPEAKER_02:

But you know, that Pritvi is uh uh is a fascinating story in itself because most startups come from some personal experience, because there's there's a purpose that you discovered while you were doing this, and that usually tends to be the greatest reason why startups succeed, because that purpose never goes away. The purpose of everybody should communicate each other freely uh and can understand each other because we live in a global economy and a and a global marketplace. I think that that particular uh discovery of yours was uh probably extremely valuable in finding the market for Soundwave. Now uh I have one last question, then I'll turn it over to Sharish. Uh so you guys went through this for about a year and you've all stayed friends. Nobody fired anybody else. Um how do you see how do you see yourself? Uh what else have you got out of this experience? Maybe that's a better way to uh between all of you, each of you can speak a little bit. What what did you gain out of it?

SPEAKER_06:

Yeah, um, I would say for me personally, I think, well, like Prithvi had mentioned earlier, every time we'd meet, I was really excited because I would be around a group of like-minded people um who are around my age. So we'd be able to what I really liked about Soundwave is also that we have a really good on and off switch. One like, so for example, when we really need to work, when we really need to, you know, practice our pitching, we're all locked in, we're all really focused, we're able to, you know, understand what our mission is and everybody's on the same page. And then for a leisure time, once we're not working, we're all able to be really close friends um and converse about you know whatever we really want to. Um I mean during the Thai Globals event, we I think we bonded even better. We were able we just would spend more time with each other, and I felt like you know that was really helpful for us. So I would say what I gained out of this, um, not just the whole entrepreneurial and startup experience, obviously that's what I gained, but I'd say I gained a lot of closer friends. Um, and I feel like I've grown in my own intellect as well just talking to these other guys because these guys are all really smart and just really like fun guys to be around, you know, incredible people.

SPEAKER_05:

Yeah, so uh for me, uh of course, the uh as coach and said, we became like a really close-knit group of people, and from Lacko not knowing any of us to uh not knowing anyone to like have respect for spending so much time together, becoming really close friends. But um other than that, I think the idea of starting like a business is it was almost like an idea that people like always think of, but if if somebody tells you like one day to like, okay, let's start a business and they even give you an idea, thinking of the all the steps to do and all the and all the like what all where to even start is such a challenge. So I think um other than the teammates, I think also like the mentors, so Mr. Bala was a big one, and then also as you mentioned, our other our TYE mentor, which is um Anupam Gupta, was also a huge help. So they just really like because obvious obviously they have done it before, so they could really boil it down and tell us this is what you need to focus on, like this is what people are gonna ask you. So I think the mentors were also a huge help for the TYE process.

SPEAKER_07:

I mean, I'll say a couple of things. I mean, first of all, there's obviously the entrepreneurial skills that we learned, the contacts that we made. But then for me, the one of the main things is that first of all, I'm meeting people in TYE that I'm like I'm not probably gonna meet in like other aspects of life. Like, I'll give you an example. Like Andy, one of our tech guys, I probably wouldn't have hung out with him in school or I wouldn't have met him in person. But I really enjoy spending time with him in TYE. I learned like he's like he's an he's a funny guy, he's an interesting guy. You know, like it's it's it's it was really fun to meet these people, and at the end of the day, I made some like life memories. I made memories that I'm not gonna forget. Like, I know TYE Globals, especially the trip to California, like that's a lot of stuff that just is gonna stay with me forever. Like we the day before one of our finals, we swam in the hotel pool. We played pool football, 3v3 pool football in the hotel pool. Like, I'm not gonna forget those kind of things. Those memories will stick with me.

SPEAKER_02:

That's awesome. Looks like uh looks like uh uh entrepreneurs uh entrepreneurs are being born every day, but uh this one TYE put that together. So I'm so glad that you guys saw the value uh in this form of learning. I know you have traditional forms of learning in high school, etc. But there there's also looks like you guys got a lot of learning out of this one. Uh it was great talking to you guys. Sharish uh back to you.

SPEAKER_03:

Great. So I had some final uh questions for you guys. So uh are you guys planning to take this forward and and start a real company?

SPEAKER_05:

Yeah, so um we kind of we kind of split it up on people who that were like a little more interested, and then other people had like a lot, like a lot of things, like a lot on their plate and stuff. So me, Andy, and Droof, we are the people that are more actively working on it, and then Koshen, Brittany, and uh Purdue, they're always there, but they're working more on the on the side. So if we ever need them for something, or if so we need a contact, or we need we need to just ask them some questions, then they're always there for that.

SPEAKER_03:

So how will you uh manage that uh given that you're uh still going to high school and uh or college? Um, you know, will you uh take a break and and uh really focused on the company full time or what's your what's what's going to be your approach?

SPEAKER_05:

Uh I don't think I don't think I'm up to that level of commitment yet, but um we're definitely uh setting aside uh some time a day. So right now we're meeting for an hour, maybe two hours a day. We have more time during summer. So we're meeting for that portion of the time. We're focusing, we're getting some work done, we have uh tasks set for everyone, and that's a good thing about having having more than more people. Um we have obviously uh us three, but then if we need some help, we all also have the other three, so allowing us to split up tasks for when needed is uh is a big big help.

SPEAKER_03:

Right. But you do realize that at some point uh there will need to be full-time employees uh for the company. Um so how are you going to tackle that problem?

SPEAKER_05:

Sure. Um well that's obviously a good problem to have, so we hope to have that problem. But uh I think I uh um full-time employees, we're just gonna uh when we get to that point, I think we will take uh we'll take some time, we'll think if we wanna if we uh we want to go full-time with it, because when we get to that point, we probably have we're probably being implemented in in the centers and we have some funding. So if we get to a stage like that, then we'll definitely be more interested in devoting our full time to this.

SPEAKER_03:

Got it. Have you uh spoken to any investors so far to see how interesting the idea is?

SPEAKER_07:

Uh I can't say that we've spoken to investors like for the topic of investing in our company. Definitely TYE contacts have been really useful. You know, we have talked to investors about our pitch moving in, so we definitely have the contacts that we need. We just need to ourselves get to the stage that we can, you know, come back to them with a more serious proposition and you know really work for funding or something like that. But we have the contacts, we just need to get to the point where we can use them.

SPEAKER_03:

Great. I think those were uh all the questions that uh I had. Um, it sounds like a terrific idea. I hope you guys uh uh continue to work on the on the product and turn this into a real company. I think it has some real merit, and I look forward to hearing some good news in the near future once you announce and release the product to the market. So, with that, uh thanks everyone uh for joining us and hope that uh those of you who are listening uh who are uh high school students will be motivated to uh come join the next TYE program. I think it starts in September uh every year. Uh, and that that would be a good time to get in touch with us to learn more about the TYE program. So thank you very much.

SPEAKER_00:

Yeah, we just published the application for the new cohort, and I just request this team to come for the open house and share your experience with our students.

SPEAKER_03:

Thank you, Minnie.

SPEAKER_02:

Thank you.

SPEAKER_00:

Thank you.

SPEAKER_02:

Thank you for listening to our podcast from Startup Exit brought to you by Dai Seattle. Assisting in production today are Isha Jain and Minnie Verba. Please subscribe to our podcast and rate our podcast wherever you listen to them. Hope you enjoyed it.