Starting a Business by - Female Tech Entrepreneur

Building an MVP for your Startup

Nanna Bach Munkholm — Thu, 28 Mar 2024 16:45:26 +0000

Do you have an entrepreneur within you and want to bring it to life? Creating a business plan and building an MVP (Minimal Viable Product) is the place to start. In this post, I will share my approach to testing out a new business idea and some of the pitfalls that you should avoid.

What is an MVP?

Let us first get into what an MVP is and why we should start by building an MVP and not just the whole product.
MVP stands for Minimal Viable Product, which means a product with enough features to attract your first customers and thereby validate your idea.
In some cases, this means just a clickable prototype, the main thing is that it is just enough to get validation from customers so that you know if it is worth spending more time and money on.

Every time we have a new idea for a new feature or product in my startup, my first question is “What is the MVP we can do to test if this concept works?”. And as the design tools get better I can see a future where this doesn’t even involve the development team.

– Nanna Bach Munkholm

MVP requirements

Before building your MVP, it’s time to look at your MVP requirements.

What problem do you want to solve?
Who is your target audience?
How can you reach them?
What features do you need to solve their problem?
What is the most important feature?
How can I test that I’m solving their problem?

Try to note down the answers to these questions and be critical of the features – are they necessary for you to get validation?

For my first Tech Startup, I first created a prototype (a click-through design) to explain my idea to advisors and developers. The first error here was that I didn’t test it on potential customers. With this prototype, I went to a consultant company and negotiated a deal where they made the MVP. My second mistake was I hadn’t thought about how I should track if the early adopters liked the MVP. Leading to the MVP being useless. Furthermore, I had no clue about what I should be aware of when talking to developers.

– Nanna Bach Munkholm

Expand your "Developer Language"

How to Build an MVP?

Now that you have your MVP requirements we can take a look at the different options you have for building an MVP for your startup. Depending on the technology depth of your MVP you have different options.

A clickable MVP without any functionality behind
A No Code MVP with hand-held or simple functionality
An advanced MVP

1. A clickable MVP without any functionality behind

This is a great choice if you have no technical experience and want to get your MVP out into your customer’s hands quickly.

Figma has become the preferred tool for most designers as it is intuitive and has all the features you need to create a clickable MVP. Another great advantage is that if you choose solution 2 or 3 you can use the design and extract the parameters you need for developing an MVP with functionalities behind it.

2. A No-Code MVP with hand-held or simple functionality

Creating a No-Code MVP is underrated. When I started my first Tech startup back in 2018 No-Code was not a thing, but today there is a No-Code that nearly fits every business case. No-code means tools where you can build your application without needing to code. You will of course have some restrictions compared to coding your application from scratch, but if you choose the right No-Code tool you are properly set for many years.
I’m not going to mention all the different No-Code tools available but I can recommend you to have a Talk with Maja Overgaard who is an expert in No Code.
These are the No-Code tools I have used so far.

Glide Apps

GlideApps is a great tool if you wanna ship something out quickly and you don’t have a lot of requirements for the design. Maja explained it as being the Duple (Lego) version of NoCode tools. As a database, it uses a Google Sheet, which makes it great for non-technical people. I have built great tools for personal use cases: a catalog of my favorite recipes, an event app for my birthday party, and a property rental app for my dad.

FlutterFlow

FlutterFlow is a more advanced NoCode tool, that can be used for releasing an app on App Store, Google Play, and just have a web app. This tool is optimized for mobile first, so building an administration portal will not be a great fit for this tool. But this tool comes very close to building a Flutter app (a Cross-platform framework). You can even get the code behind the FlutterFlow app exported to Flutter if you one day find out that the tool doesn't fit your needs anymore. FlutterFlow and Flutter are owned by Google and use Google Firebase as a database.

Bubble.io

Bubble is a more advanced NoCode tool, where the learning curve is higher. If we are talking Lego terms again this is the Lego Technique version. Bubble is a great tool for web applications and you can connect the database you desire. So this could be a great fit for you if you have a more advanced data structure, need 100% control of the design, and don’t need an app.

3. An advanced MVP

When do we need to make an advanced MVP?

Are you trying to invent a new technology that never has been done before you might need to code it to prove it can be done. But often it’s not the UI that makes the difference in the beginning. What I’m trying to say is that you only need to start coding if you need a cool algorithm that does something smart, but then you can use a NoCode to make your algorithm come to life.

If you haven’t tested if your potential customers want to pay for the service you deliver, you can start by making a facade for your products and then hand-hold the functionality behind them. By doing this you can collect data on the customer’s behavior and thereby have data to attain an investment to hire developers to build the functionality behind.

I you wanna code everything from scratch take a look at my post about Starting a tech company without a tech background. Here I will take you through the things you need to consider to choose the best tech stack.

Before launching my first tech venture, I encountered numerous fellow entrepreneurs who lacked technical skills and opted to hire consultants to develop their products. Initially, this seemed like a sound approach, especially after securing soft funding or investment.

However, a recurring issue emerged: as funds dwindled, they found themselves with unfinished products and no means to complete them. Recognizing this common pitfall, I made a strategic decision to learn the core programming language necessary for our venture, Python. Back in 2018, there wasn’t anything like NoCode. So, I had to learn other languages like TypeScript, HTML, CSS, and Dart, as we ended up in the same pitfalls.

Despite our best efforts, the learning curve associated with both coding and building a company simultaneously proved challenging, ultimately leading to the closure of our venture in 2021.
– Nanna Bach Munkholm

What I want to tell with this story is, to use your resources where they are best spent. Creating a business is not only building an MVP, it requires many skills so take the shortcuts where you can, and don’t start building a rocket if all you need is a skateboard to get you from A to B.

Final advice on building an MVP

My advice to you my fellow entrepreneur embarking on building your Minimum Viable Product (MVP) for your startup is to always maintain a critical mindset. Continuously question the necessity of each feature and aspect, asking, “Is this truly essential to prove my idea?” By staying focused on the core elements that validate your concept, you’ll create a lean and effective MVP that efficiently serves its purpose. Remember, the goal is not to build a perfect product from the start but rather to gather crucial insights and feedback to iterate and improve upon. Stay focused, stay critical, and embrace the journey ahead with enthusiasm and determination.

The post Building an MVP for your Startup appeared first on Female Tech Entrepreneur.

Starting a Tech company without Tech background

Nanna Bach Munkholm — Mon, 08 Jan 2024 07:21:24 +0000

Embarking on the journey of starting a company demands a diverse skill set, with basic tech skills being a crucial component. While coding your own website isn’t mandatory, a foundational understanding of navigating and utilizing software systems is essential. Many successful tech founders have proven that a tech background is not a prerequisite. Whether you collaborate with tech experts or conduct thorough research, I’m here to share fundamental terminologies and tips to guide you as you venture into starting a tech company without tech background.

The Importance of Basic Tech Skills

Navigating the realms of tech is a must, from setting up your startup to invoicing your customers. As a founder since 2014, I share a common ground with many, having embarked on this journey without a tech background, just like you. Back when I was diving into construction engineering studies, I simultaneously launched my first venture – a creative enterprise crafting handmade bags sold at craft fairs and on my webshop. Despite the artistic nature of my business, it demanded a slew of new skills, from building a Shopify website and managing social media accounts to creating visuals in Canva and handling bookkeeping in Dinero, among other essentials. See my favorite tools here.
You can of course pay others to take care of all this, but in the beginning of creating a company it may not be possible. But if I could learn it so can you!

However, it’s crucial to acknowledge the distinction between initiating a creative company and embarking on a tech-focused venture. When technology takes center stage in your startup, basic tech skills are just the tip of the iceberg; a comprehensive technological understanding of your specific field becomes imperative. Take, for instance, launching a company in the realm of Artificial Intelligence. While you may not need to be a field expert, a fundamental understanding of AI is essential to harness its full potential.

This principle holds true for starting a Software as a Service (SaaS) startup as well. While you may not be expected to code the entire software system, you must possess enough tech proficiency to make informed decisions. This involves selecting the most suitable software, choosing an appropriate tech stack, and hiring skilled technical employees. In essence, even in the tech world, the foundation lies in having basic tech skills, which is laying the groundwork for informed decision-making and successful entrepreneurship.

Basic Tech Terms for starting a Tech company

When I dove into the tech world with my first startup in 2018, I was a total newbie. I won’t lie – the learning curve was steep, and I tripped over a few tech hurdles. However, the lessons I’ve learned can now benefit you as you embark on the path of starting a Tech company without Tech background. Check out these 7 essential Tech terms that you need to know as you get started.

What is a Tech Stack?

Simply put, a tech stack is like the toolkit behind the scenes of your digital service. It includes things like the languages, tools, and systems used to build it – from how it looks to how it functions. People might have different opinions on what’s the ‘best’ tech stack, but the real key is matching it to what your service needs.

An example of a basic tech stack:

Frontend: Angular

Backend: Node.js

Database: Firebase

What is Tech specifications?

If you lack coding skills, connecting with experts is vital to bring your service to life. To ensure a successful collaboration, having a detailed tech specification is key. This document outlines the service’s purpose and its delivery requirements, encompassing both long-term goals and short-term milestones like the Minimal Viable Product (MVP). Tech specifications are invaluable for seeking advice on the tech stack, estimating timelines, and gauging costs. Although it may seem overwhelming initially, starting with what you know and gaining insights in each meeting will enhance your understanding.

What is a Frontend?

Consider the frontend as the visible part of software, such as a website with interactive buttons or an app displaying the latest news—what your customers directly engage with. When selecting a frontend, it’s crucial to tailor it to your use case. Ask yourself: Will your customers interact with the service on computers, mobiles, or both?

Here are some of my preferred frameworks:

Angular or React – Ideal for web applications.
Flutter – A cross-platform framework enabling applications on App Store, Google Play, and as standard websites with a single codebase.
NoCode tools – Platforms like Bubble allow frontend creation without coding skills.
WordPress/Shopify – Suitable for basic websites, including blogs or webshops.

Each framework has its pros and cons, but aligning your choice with your tech specifications will help you find the best fit for your needs.

What is a Backend?

Picture the backend as the intermediary, providing the frontend with the necessary information to showcase the latest news. The frontend requests, ‘Give me the 10 latest news,’ and the backend interacts with the database to retrieve and deliver 10 news articles, complete with details like images, content, and dates. This enables the frontend to present the information in a visually appealing manner.

When it comes to backend development, there’s a plethora of frameworks and languages to choose from, often influenced by developers’ preferences. Here are two of my favorite backend frameworks:

Google’s Firebase Functions – An excellent choice, especially if you opt for Firebase as your database. It supports multiple coding languages, including Typescript and Python.
Node.js – Frequently used in conjunction with Typescript, Node.js pairs well with databases like MongoDB for robust backend development.

What is a Database?

A database is the place where all your data is stored. While an Excel sheet can serve as a basic database, its scalability is limited. For simple NoCode applications used internally, I often employ Google Sheets as my database. However, when scalability is a priority, careful consideration of data structure is crucial for easy retrieval.

One of my preferred databases is Firestore:

Firestore Database is known for its low learning curve and visual interface, making it user-friendly even for non-technical individuals to modify data.

Cloud Firestore is a NoSQL, document-oriented database. Unlike a SQL database, there are no tables or rows. Instead, you store data in documents, which are organized into collections. Each document contains a set of key-value pairs.

Google

What is a Framework?

A framework is a structure that some smart developers have made, so you don’t need to set up the basics like routing, importing packages, and so on. You choose a framework based on your needs.
Angular is a framework where you code in HTML, CSS, and Typescript, and it’s good for web applications. A similar framework is React which was created by Facebook’s developers.
I also like the Framework Flutter which can be used to build cross-platform applications (iOS, Android, and web). In Flutter you use the coding language called Dart.

When you are new to coding you learn Typescript or HTML, but when you develop a real application you use a framework.

What does a Full-Stack developer mean?

A Full-stack developer has the ability to code the entire technology stack, covering both the frontend and backend aspects of a software application. However, it’s important to note that being ‘full stack’ doesn’t automatically align with your specific tech stack needs. When initiating your search for a developer, focus on finding expertise in the coding languages or frameworks relevant to your intended tech stack.

I trust this guide has given you valuable insights into what it really takes to kickstart a tech company without a tech background. The journey may seem challenging, but rest assured, it’s entirely doable – you might even find yourself coding your own software! For a deeper dive into my personal journey, from starting a tech company without a tech background to a CTO and full-stack developer, explore more on my blog at femaletechentrepreneur.com. Let’s keep the tech journey alive and thriving!

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9 essential setting you need to setup after installing WordPress

Nanna Bach Munkholm — Sat, 11 Apr 2020 16:05:13 +0000

After installing Wordpress with your own domain name, there is a few steps you should take. These steps are essential to making your website work smoothly, being noticed by Google and tracking your performance. If you haven’t installed WordPress yet, go to my previous post on How To Make Your Own Website. I will recommend that you already know what you website should be about and which colors and font you want to use. If not, then read my post on How to Choose & Install a WordPress Theme.

You may just want to get starting on setting up you homepage, writing your first blogpost but safe yourself from the headaches to come and go through these simple 9 steps. They will make your life so much easier, so you can focus on the important part of making a beautiful informative website for your business.

What to do after installing WordPress?

Change Site Title, Tagline, and Timezone
Setting WordPress Permalinks
Change The Default Category
Setup WordPress SEO
Install Google Analytics
Complete Your User Profile
Setup Your WordPress Theme
Upload Favicon and Site Icon
Delete Unused Themes and Content

Let’s get your wordpress website set up, so you can kick ass with you business.

Change Site Title, Tagline, and Timezone

After installing wordpress you first need to change the basic setting of your wordpress site, so it match you business profile. This include the Site Title and Tagline which will show up whenever you or a visitor share your website. Be sure that it is you main message that is written in your tagline.

Go to Setting > General here you will be able to change your site title and tagline. Further down the same page you can also change the time to fit your timezone.

As you can see when I share my website, The Title is Female Tech Entrepreneur and the Tagline is Lessons learned from starting a tech company. The image doesn’t match my brand, you can change the featured image on the right site when you edit your pages or post. I definitely have to do that!

Setting WordPress Permalinks

This part is essential after installing WordPress and especially before beginning on your first post. With WordPress’s basic setting all new pages or posts at your site will have an url constructed based on your website url and the new page number

P=1 does not tell a lot about the content of your page or post and how are Google supposed to read it then?

That is why we need to change it to the post name. Go to Settings > Permalinks

Which setting you choose for your permalinks depends on the content you are planning to create. If you are a news site where the content gets outdated fast then it might be good to add date. On the other hand, if you’re planning on making long lasting content that does not get out of fashion, use post name as you setting.

Changing the default category

You might think why you need to set a default category, can’t you just set the right category when creating a new post?

Yes, that’s absolutely correct! But wouldn’t it be nice to have it organized nicely from the beginning? If you forget to set the category on a post, it will end up under Uncategorized right now. That doesn’t look very professional, so why not change it?

Go to Posts > Categories

Here you can add a new category. If you are planning on writing posts about multiple subjects you might as well add all of them here or come back later. You can also add sub categories as I want for my category Technology where I want a category for each technology I’m going to be writing about.

Now that you have your categories set, you can go to Settings > Writing

Here you can change you default post category to whatever you like. I want my default category to be Becoming a Tech Entrepreneur as that’s basically what all my post is going to be about.

Setup WordPress SEO

Now it’s time for an important step after installing WordPress, if you want you website to be noticed by the right users. You need to think about SEO short for Search Engine Optimization. There is some basic rules when it comes to SEO, but it might become difficult to keep track of them when you are in the zone of creating great content. That’s why it’s a really good idea to install a plugin that can help you out.

WordPress is really SEO friendly, but with a SEO plugins you are told if you forgot a H1 heading or if your image doesn’t have ALT tags etc. I have used the plugin Yoast SEO for this website and my companies website www.DecorRaid.com. I use the free version which comes with all the tools for getting started with optimizing you WordPress site for SEO. To install the plugin go to Plugins > Add New and search for Yoast SEO.

After you have installed the Yoast SEO plugin you will see a new features when editing your posts. This is pretty cool where you can add a focus keyword and keep track of your performance on meeting the SEO requirements and what to do to rank higher.

If you want to learn more about WordPress SEO techniques WPCity have wrote an awesome guide, A Complete Guide to WordPress SEO 2021 (13 SEO Techniques)

Install Google Analytics

As a website owner it is essential that you get to know your audience and their behavior on your site. You might not have a lot of visitors in the beginning, but why not be able to track the performance of your work? This step I will definitely recommend you to do after installing wordpress. First, you need to set up Google Analytics for your website. Go to the link and follow the instructions. After installing Google Analytics you can install this really nice plugin MonsterInsights. With this plugin you can showcase the most important analytics right on your WordPress website.

Complete your user profile

Now it’s time for completing your user profile. Here you can customize the colors scheme for your own WordPress and the language. But the most important part is changing your display name, so it wouldn’t display for instance Admin on all your posts. Furthermore, you can add links to your social medier account, a small biography about yourself and a profile picture.

Go to User > Your Profile

Another really cool setting is About Yourself which you will find further down the page. Here you can write a little about yourself, insert a profile picture and a color. This can for instance be used in your posts where you can add a box with ABOUT THE AUTHOR. To add a profile picture follow the link to Gravatar.

Setup you WordPress Theme

Next up is setting up you WordPress Theme. If you haven’t already decided on the best theme for you website, then go to my post on How To Choose & Install A WordPress Theme. No matter what theme you choose there is some basic settings that are common for all.

Change the menus by going to Appearance > Menus

Add cool widgets to your sidebar or menus in Appearance > Widgets

To customize you colors and font and much more go to Appearance > Customize

Upload favicon and site icon

Favicon or site icon is the small image that is shown next to your website title. It helps your visitors identify your website, so choose an icon that will be easily recognized. The dimension for the icon is 512 x 512 px. You can make one yourself using Canva or go to a site like icons8. Add the site icon by going to Appearance > Customize > Site Identity

In some themes you can also add it in the theme options.

Delete unused themes and content

Now to the last step that’s nice to do after installing WordPress. Deleting all default content and themes. WordPress comes with some default pages to showcase how different features work. But now that it’s time to build your own customized site you should delete all unnecessary things.

Here you will find default content to delete:

Pages here you will have a default post.

Appearance > Themes here you will find preinstalled themes.

Media here you sometimes will find images that comes with the theme.

Congrets on your new website

via GIPHY

I hope it helped you closer to your goal!

Please rate the post below and leave a comment if you have any questions.

The post 9 essential setting you need to setup after installing WordPress appeared first on Female Tech Entrepreneur.

How To Choose and Install a WordPress Theme

Nanna Bach Munkholm — Thu, 09 Apr 2020 07:13:00 +0000

WordPress is awesome for building blogs and website for small businesses. Here I’m going to take your through how to choose and install a WordPress theme for your business. It has easy installed themes that you can easily customize to your business image. WordPress consist of free and payed themes. It’s up to you how much you want to invest, but really it depends on how much you want the theme to be customizable to your needs.

Here I’m going to show you how to choose and install a WordPress theme and upload new themes from external sources.

Steps to choosing & installing a wordpress theme

What to have ready before choosing your WordPress theme
Choose the right theme that match your company image
How to install a wordpress theme
Basic walkthrough in Divi builder powered by Elegant Themes

I expect that you already have set up a WordPress site, with your own secure domain name, else you are in lock I made a post and a video to guide your through How To Make Your Own Website.

First thing first, you need to know what your website is going to be about. This is important to know before beginning as it will make it much easier to choose between the hundreds of different WordPress themes.

Question to ask yourself

Here is some questions you can ask yourself depending on you are an individuel person or a company. Ask Who am I? Write a headline with for instance Female Tech Entrepreneur or graphical designer. Then, when you have the headline add 5 to 6 statements that describe who you are.

Who am I?
Female Tech Entrepreneur

Co-founder and CTO of DecorRaid

Code in Angular, Flutter and Python

Learned to code in 2018 as part of starting my company

I’m going to share my lessons learned from starting my own company

Active on Instagram and just started a YouTube channel.

I’m going to take you through all “technical” steps of starting a company

Who is the company?
DecorRaid – Your shortcut to Nordic interior

We collect all Nordic interior in one place

We match you with decor that match your style

It is Tinder just for furniture

Get tips for decoration your home in DecorRaid Magasin

It is available on App Store and Google Play

Then, write down what you want to say and show in your website to tell the audience of each statement. I want people to check out my Youtube Channel and Instagram so I will make a call to action for people to check it out. It is a process so take your time and write down keywords, full sentence or even the full paragraph about what you want to say with each statement. This will make it much easier when get to the part of setting up your WordPress theme.

The next step is to decide on the color pallet and fonts for your website.

I really like the color emotion guide shown below to guide me on the main color for my site. Each color communicate a specific emotion, so choose the one that fit your brand the best. My website is about sharing my knowledge so I want to communicate Trust and that I’m Dependable so Blue should be my main color. Maybe you have a site about health then the color green is more suitable for you. With this color emotion guide in mind you can go to Pinterest. In Pinterest you can make your own board, where you can collect images that fit your brand image.

Choosing the right colors can be challenging, but you are getting closer. When you have found the images you like, you can download the ones that fits your brand the best and upload them to Canva. In canva you can make your own moodboard for your website. Here you can get the Hex code for the colors used on the images you choose. If you want to see how to make a mood board yourself in Canva then check out the below video.

For choosing the rigth font for your business I will recommend going to this site Font Psychology Emotions. It explains really well what the different font means.

How to choose the right theme that match your company image

WordPress comes with a few preinstalled themes that you can use. It is fine to begin with but if you are planning on making a unique business website with nice features, then I will suggest that you look into the paid ones. You are going to spend a lot of time and energy on your website, so why not pay a little to make the process smooth?

WordPress theme we use

When choosing the theme for DecorRaid we did a lot of research and ended up with choosing Divi from Elegant Themes. It has this amazing visual builder where you can drag and drop everything in place. Furthermore, they support is quick and really helpfull. So, if you have no experience in coding or designing a website I will definitely recommend Divi. Within Divi there is so many beautiful optimized templates you can use. If you haven’t figured it out yet…YES I am a pretty big fan of Divi. Sadly it isn’t free but you can pay for a year or get lifetime access. We started paying for a year just to be sure that it was the right theme for us and why pay for more if we didn’t succeed with our company. Most companies close after a year..so the statistics was against us.

Luckily, we overcame the statistics and we brought lifetime access, check out the prices here. When I made my web shop for my handmade leather goods company I didn’t pay for at theme and it was a fine webshop. Just, to let you know that it is totally fine starting with a free theme. There is a lot of different themes available out there so it is just about researching. When I made this website I choose Extra from Elegant Themes as it good for blogs where Divi is a more all-around theme. Remember to have in mind what you are planning to use your website for, as every theme specialize in different purposes. I hope that you have gotten a little bit closer on choosing the right theme for your WordPress website, because now it it time to install it.

How TO INSTALL A WORDPRESS THEME

In the video below I’m going to take you through the steps of installing a WordPress theme. I will show the different free theme and and how to find more free themes if you are not satisfied with the preinstalled themes. Then, I will show you how to install an external theme from Elegant Themes. It will be the same process as for any other installations of wordpress themes. Lastly, when the theme is installed I will quikly give you a basic walkthrough Divi Builder and how easy it is to work with.

I hope you enjoyed the post and it was helpfull to you. Please leave a comment about your throughs of the post or if you have any questions.

Have a wonderfull day.

The post How To Choose and Install a WordPress Theme appeared first on Female Tech Entrepreneur.

How To Make Your Own Website

Nanna Bach Munkholm — Sat, 28 Mar 2020 02:48:00 +0000

Have you ever thought of sharing your knowledge with the world or do you have a great business idea? Then you should make your own website. I’m a Female Tech Entrepreneur and I will share with you how I started my own company website DecorRaid.com and this website you are at now. I have made a video that explains each step in detail, so you easily can get your website ready for your customers.

Here are the steps I will be taking you through:

Find the perfect domain name
Buy your domain name
Setup a wordpress site
Connect your wordpress site with your domain
Make your website secure with a SSL certificate

I have build two websites one build in Shopify and one in WordPress. Shopify is really good for ecommerce webshops which is why I built my web shop selling handmade leather goods in Shopify. WordPress is better for blogs or company websites that include a lot of text. That’s why I have made this guide for setting up a wordpress site, because it’s the most convenient when wanting to brand your business. Below you can see the WordPress website me and my business partner have build for our company, DecorRaid.

Check out the full guide in the below video on how to make your own website, where I go through all the steps.

Now that you have your own website with secure https and your own custom domain name, it’s time to setup Wordpres to your needs. Therefore I have made a complete guide for you with 9 Essential settings you need to setup after installing WordPress.

Congrets on your new website

via GIPHY

I hope it helped you closer to your goal!

Please rate the post and leave a comment if you have any questions.

The post How To Make Your Own Website appeared first on Female Tech Entrepreneur.