As you build daily entrepreneurial habits and sharpen your financial acumen, another critical advantage comes from aligning your business with macro‑trends. The world in 2026 is rapidly changing; technology, regulation, consumer behavior, and societal priorities are reshaping demand across sectors. For entrepreneurs who recognize where opportunity is growing, the next few years could be transformational. We’ll highlight several of the hottest industries for 2026, explain why they’re primed for growth, and provide a step‑by‑step playbook to prepare yourself; from research to launch.

 

Why Some Industries Are “Hot” Right Now

Global investments, shifting regulatory and consumer priorities, dramatic technological advances, and urgency around climate and health are aligning to push certain sectors forward. Industries that combine innovation, social need, and scalability tend to rise faster. As established sectors saturate, growth often comes from disruption; offering better, cheaper, or entirely new solutions to real-world problems.

With that in mind, here are some of the most promising industries for entrepreneurs entering 2026.

 

 

 

Promising Industries for 2026

1. Artificial Intelligence, Automation & AI‑Enabled Services

  • Why it’s hot: The adoption of AI and automation across sectors; from enterprise software to operations, marketing, customer service, supply chains, and more; is accelerating worldwide. AI is no longer a fringe technology; it’s becoming a core business utility. Businesses are hunting for efficiency, competitive advantage, cost reduction, and data‑driven decision‑making. Startups that deliver AI‑powered tools, solutions, or consulting services are seeing surging demand.
  • Opportunities within AI: This includes building AI‑enabled SaaS solutions (e.g., workflow automation, analytics dashboards), offering consulting for AI integration, building AI tools for niche industries (e.g., real‑estate analytics, retail demand forecasting, HR automation), or leveraging generative-AI for content, marketing, design, and more. According to recent analysis, using AI in small/medium enterprises (SMEs) can significantly boost revenue and reduce operational costs.

Why now: Businesses increasingly recognize that manual processes lead to inefficiency, errors, and limited scalability. With AI tools and cloud infrastructure becoming more accessible, even startups with limited capital can build AI‑powered solutions. The rising AI market investment and resulting demand create a landscape where early adopters and niche AI providers can thrive.

What kinds of entrepreneurs fit: Tech‑savvy founders, developers, or even non‑technical founders who partner with AI‑proficient co‑founders; niche-sector specialists who understand industry pain points (e.g., healthcare, logistics, finance) and can translate them into AI solutions.

 

 

2. Renewable Energy, Clean Tech & Sustainability

  • Why it’s hot: As governments, businesses, and consumers ramp up their commitment to sustainability and reducing carbon footprints, clean energy and green technology sectors are booming. Investment into renewable energy production (solar, wind), energy storage, smart grids, and clean infrastructure is growing rapidly.
  • What’s rising: Solar and wind installations, energy storage/battery technology, decentralized energy solutions, green‑tech consulting, sustainable packaging and manufacturing, waste‑management, and carbon‑reduction services ; especially for businesses trying to meet ESG (environmental, social, governance) standards.

Why now: Climate change urgency, regulatory incentives, cost reductions in technology, and consumer demand for green and ethical products/services make this a “growth + mission” sector. For entrepreneurs, this offers not just profit potential, but also long-term stability as the world pivots toward sustainability.

What kinds of entrepreneurs fit: Builders with technical or engineering interest, sustainability-minded founders, or those who want to combine profitability with social impact. Small‑scale solar installation, consultancy for energy efficiency, or eco‑friendly product manufacturing are possible entry points without massive initial capital outlay.

 

 

3. Healthcare, Digital Health, Biotech, and Wellness Tech

  • Why it’s hot: Post‑pandemic changes, aging populations (in many regions), and demand for accessible, preventive, and personalized health care are driving massive growth. Telemedicine, wearable health devices, mental‑health apps, wellness platforms, and biotech innovations are all accelerating.
  • Segments with strong momentum: Telemedicine and remote patient monitoring, health‑data management solutions, mental‑health & wellness apps (especially given rising awareness around mental well‑being), personalized health and fitness platforms, female‑health tech (“femtech”), and biotech/medtech for diagnostics or personalized medicine.

Why now: Advances in AI, data analytics, mobile connectivity, and regulatory adaptation towards digital health make it easier and more acceptable for both patients and providers to adopt technology-driven health solutions. Consumer demand for convenience, privacy, and personalized care also supports growth in this sector.

What kinds of entrepreneurs fit: Founders with a background or interest in health, wellness, or technology; those willing to navigate regulation (data privacy, compliance), or collaborate with medical professionals; or founders offering B2B solutions for small clinics / wellness providers.

 

 

4. Cloud / Edge Infrastructure, Deep Tech, Robotics & Advanced Tech Infrastructure

  • Why it’s hot: As more businesses digitize and demand high-speed, low-latency services, cloud computing, edge infrastructure, AI‑ops (operations), robotics, and automation become essential. According to forecasts, demand for cloud/edge infrastructure is expected to surge as companies migrate workloads, deploy AI, and seek scalable computing solutions.
  • Potential sub-sectors: Edge‑computing services, AI‑ops platforms, robotics/automation solutions (for manufacturing, logistics, agriculture), next-gen hardware/software integration, and data‑center support services. Deep‑tech innovations (e.g., robotics, IoT, sensor networks) that power industries like manufacturing, agriculture, logistics, or smart‑cities.

Why now: The proliferation of data, the need for real-time analytics, and rapid adoption of AI require robust infrastructure. Many legacy systems are struggling to keep up, creating demand for modern, efficient, scalable infrastructure; a gap new entrepreneurs can fill.

What kinds of entrepreneurs fit: Engineers, tech founders, or entrepreneurs comfortable with technical complexity ; especially those willing to build infrastructure or tools that support other businesses. Could be a breakout space for startups providing niche infrastructure or domain‑specific automation.

 

 

5. E‑commerce, Logistics Tech & Digital / Niche Retail

  • Why it’s hot: Consumer behavior increasingly favors online retail, convenience, and fast delivery. E‑commerce continues to grow globally, and as competition increases, businesses are seeking differentiated customer experiences: niche products, personalized service, rapid delivery, or unique value propositions.
  • Supporting services & sub‑industries: Niche e‑commerce (specialty goods, artisan products, sustainable goods), logistics and delivery tech (last‑mile delivery, fulfillment, supply‑chain optimization), AR/VR-enabled shopping experiences, and digital marketplaces targeting underserved niches or demographics.

Why now: The infrastructure and consumer adoption are in place; internet penetration, payment platforms, delivery logistics. But many opportunities remain untapped, especially in niche markets or regions underserved by big players. For a savvy entrepreneur with agility and a targeted approach, there is still space to stand out.

What kinds of entrepreneurs fit: Retail-minded founders, people with good taste for niche markets or underserved communities, or those willing to combine digital marketing with supply-chain logistics. Also, founders who can solve logistics problems or improve delivery / fulfillment services.

 

 

6. Immersive Digital Experiences: VR / AR / Spatial Technologies

  • Why it’s hot: Virtual reality (VR), augmented reality (AR), and spatial computing are maturing. Industries such as education, training, retail, real estate, gaming, design, and remote work are beginning to integrate immersive technologies; creating demand for VR/AR applications, services, and platforms.
  • Possible ventures: VR/AR‑enabled training platforms (corporate training, technical skills, remote work onboarding), virtual retail showrooms, immersive learning apps, AR tools for design/architecture, spatial‑commerce experiences, and hybrid digital‑physical retail or service models.

Why now: Lower hardware costs, more capable devices (VR headsets, AR glasses), growing acceptance of remote work and remote learning; these factors combine to make immersive experiences more accessible and valuable. The demand for unique, engaging, and scalable experiences is increasing.

What kinds of entrepreneurs fit: Creatives, developers, designers, educators, or founders with vision for blending digital and physical experiences; especially for niche markets (training, real estate, virtual goods, global audiences).

 

 

Key Considerations & What Makes 2026 Different

Before we dive into how to get started, it’s worth noting what distinguishes 2026 (vs earlier years) and why now might be a strategic moment:

  • Maturity of Enabling Technologies: AI, cloud, edge computing, battery storage, and digital health infrastructure are more mature. The technology stack needed to build viable, scalable products is significantly more accessible and affordable than a few years ago.
  • Global Demand & Macro Factors: Climate change, sustainability commitments, aging populations (in many countries), and growing emphasis on health, well‑being, convenience, and digital lifestyles have created demand for solutions in clean energy, health tech, automation, and digital experiences.
  • Regulatory & Policy Support: Many governments worldwide support renewable energy, clean tech, and healthcare innovation; partly to meet climate goals, improve public health, and modernize infrastructure. This can translate into subsidies, grants, and favorable regulation.
  • Consumer Behavior Shifts: People are more comfortable with remote services (telehealth, online shopping, digital finance), personalized experiences, and digital-first solutions. Startups that meet these expectations have a wider potential customer base, including global reach.
  • Lowered Entry Barriers + Scalability: Thanks to cloud services, open-source AI frameworks, global freelance marketplaces, remote work infrastructure, and inexpensive digital marketing, small teams or solo entrepreneurs can build and scale businesses globally.

All these factors combine to make 2026 a particularly exciting and opportunistic moment for entrepreneurs willing to take calculated risks.

 

 

How to Get Started: Step‑By‑Step Playbook for Entrepreneurs

Now, having surveyed the hottest industries and why they matter, here’s a practical blueprint for preparing and launching a business in 2026. These steps are sequenced to take you from inspiration to launch; informed, financially grounded, and strategically planned.

 

Step 1: Self‑Assessment and Industry Match

  1. Inventory your skills, interests, and resources.
    • Do you have technical skills (programming, engineering, design)? Or are you more business/marketing‑oriented or operationally strong?
    • Do you care deeply about sustainability, health, social impact, convenience, or innovation?
    • What resources do you have? (Savings, access to network/mentors, collaborators, capital, time)
  2. Match yourself to an industry that aligns with your strengths and interests.
    • If you like tech and AI; consider AI/automation, deep‑tech infrastructure, cloud/edge services.
    • If sustainability resonates; renewable energy, clean tech, green solutions.
    • If health, wellness, or social impact matters; digital health, wellness tech, biotech, health services.
    • If retail, consumer‑facing, or design‑oriented; e‑commerce, immersive experiences, VR/AR, niche retail.
  3. Preliminary market research.
    • Validate demand: search for market size data, growth projections, recent investments, competitor landscape.
    • Identify regulation or entry barriers (especially in healthcare, biotech, energy, infrastructure).
    • Estimate minimum viable investment (time, money, skills).

This self‑assessment helps ensure that your choice is aligned with not just market trends; but with your own capacity and motivation.

 

 

Step 2: Deep Market Research & Validate the Idea

Once you have a rough industry and idea fit:

  1. Study trends, reports, and forecasts.
    • Read industry research, white papers, market analyses, regulatory updates. For example, global clean energy, AI‑market growth, digital health adoption rates.
    • Join forums, webinars, conventions, or industry‑specific communities to get insight into pain points, customer needs, and what’s working/what isn’t.
  2. Interview potential customers or stakeholders.
    • For B2B: talk to small businesses, clinics, or organizations who may benefit from your product.
    • For B2C: survey consumers, get feedback on needs, willingness to pay, problems they have now.
    • This helps refine product/ service fit, features, pricing, and positioning.
  3. Define a Minimum Viable Product/Service (MVP).
    • What is the simplest version of your offering that solves a real problem ; with minimal cost and effort?
    • For software: maybe a prototype, no‑code version, or beta version.
    • For hardware / clean tech / energy: perhaps a pilot project, small installation, or a demonstration model.
    • For services: a consulting package, a small cohort, or a lean initial offering.
  4. Validate demand by launching a small experiment.
    • Pre‑sell the service/product, gather sign‑ups, test marketing.
    • Collect feedback, measure interest, iterate.
    • This reduces risk and prevents overcommitting resources before demand is proven.

At this stage, you’re testing assumptions; is there a real market? Will people pay? Are costs aligned with pricing?

 

 

Step 3: Build Foundational Infrastructure & Financial Plan

  1. Set up your legal, financial, and operational base.
    • Register your business, set up a bookkeeping/accounting system, open business bank accounts.
    • For industries with regulation (health, clean energy, infrastructure) research licensing, compliance, permits.
    • Prepare a basic financial model; forecast costs, revenues, cash flow, breakeven point, capital needs.
  2. Leverage tools and automation to minimize overhead.
    • Use cloud services, SaaS tools, automation; especially if your business is tech-based (e.g., AI, digital health, e‑commerce).
    • For service businesses: CRM systems, invoicing, project management tools; helps you stay organized, track cash flow, and maintain professionalism.
    • For hardware or infrastructure-oriented ventures: plan procurement, suppliers, quality control, and contingency funds.
  3. Plan for scalability.
    • Think ahead: if demand grows; how will you scale operations, manage cash flow, and expand your team?
    • Ensure your systems (financial reporting, operations, supply chain) are capable of scaling.
    • Build in feedback loops and metrics: daily/weekly KPIs, regular financial reviews, budget vs actuals; just like in your daily‑habits framework.

Strong foundational infrastructure and financial discipline are critical before scaling; they protect you from cash-flow problems and allow smarter decisions.

 

 

Step 4: Build Your Team, Network & Expertise

Even if you start solo or as a small team, long-term success often depends on team, network, and collaborators.

  1. Identify co‑founders or collaborators with complementary skills.
    • For example, a non‑technical founder with a technical co‑founder; or someone with operations + another with marketing or finance.
    • For regulated industries (health, energy), finding advisors or collaborators with relevant expertise is especially valuable.
  2. Network within industry communities.
    • Attend industry conferences, webinars, join online communities, forums, or local entrepreneur/industry groups.
    • Connect with mentors, experts, potential partners, early adopters; build relationships before you need them.
  3. Stay committed to continuous learning.
    • Use your daily habits: reading, market research, learning new tools or regulations, monitoring trends.
    • Keep learning about industry-specific developments: new laws, technologies, standards, best practices.

Building expertise and relationships from the start helps you avoid costly mistakes and positions your business for long‑term growth.

 

 

Step 5: Launch, Iterate, Monitor ; with Financial Discipline

  1. Launch your MVP or initial version, even if humble.
    • Use lean launch techniques: limited release, pilot customers, soft launch.
    • Collect data: sales, feedback, costs, cash flow, customer acquisition cost (CAC), lifetime value (LTV), etc.
  2. Apply your daily habits and financial acumen.
    • Review metrics daily; cash flow, sales, expenses, KPIs relevant to your business.
    • Compare actual performance with projections. Adjust pricing, spending, marketing; based on real data.
  3. Iterate based on feedback and data ; pivot if needed.
    • If some features aren’t resonating, refine them. If customers ask for new ones, validate before building.
    • Keep expenses lean; avoid over‑committing until revenue stabilizes.
  4. Scale cautiously and strategically.
    • Reinvest profits wisely; in growth areas with proven ROI.
    • Monitor financial health: maintain liquidity, avoid over‑leveraging, track growth metrics.

This disciplined, data‑informed approach ensures you don’t outpace demand or burn cash; a common pitfall for early start‑ups.

 

 

Step 6: Positioning, Branding & Differentiation (How to Stand Out)

In growing industries, competition will increase. To succeed, you need a clear value proposition and differentiation.

  1. Define your niche or unique value.
    • Instead of “AI tool for everyone,” perhaps “AI‑powered workflow automation for small independent clinics.”
    • Instead of “renewable energy,” maybe “affordable retrofit solar solutions for small businesses in tropical climates.”
  2. Build credibility and trust; especially if entering regulated or specialized industries (health, energy, infrastructure).
    • Invest in compliance, transparency, data security, certifications if needed.
    • Share your story, vision, and mission; especially if your business connects to sustainability, well‑being, social impact.
  3. Leverage lean marketing strategies and digital presence.
    • Use content marketing, thought leadership (blog posts, webinars, white‑papers), community building to attract early adopters or B2B partners.
    • Build strong financial reporting and case-study dashboards to show real results to clients or investors; this ties back to your financial acumen foundation.
  4. Adapt and innovate constantly.
    • Regularly review market feedback, competitor moves, regulation, technology shifts; be ready to evolve.
    • Maintain the mindset of learning, iteration, and agility: as you’ve seen in the daily habits section, adaptability is key for long-term success.

 

 

Example Scenario: Launching an AI‑Powered Telehealth Platform in 2026

To illustrate how these steps might play out, imagine you choose to enter the “Digital Health” sector with an AI-powered telehealth platform focused on mental health and wellness. Here’s how you might go about it:

  1. Self‑Assessment & Match: You have a background in psychology or wellness coaching, you understand technology or are willing to partner with a technical co-founder, and you care about mental‑health access globally.
  2. Market Research & Validation: You research industry growth projections for telemedicine and wellness apps, survey potential users (e.g. people seeking mental‑health support), find demand, note pain points (e.g., difficulty accessing affordable therapy, scheduling, privacy concerns).
  3. MVP Design: Build a simple web/mobile app offering AI‑assisted chat support, scheduling for remote therapy, anonymized community support, or access to guided wellness content. Launch a closed beta or pilot with early adopters.
  4. Financial Setup & Forecasting: Estimate costs (development, hosting, compliance), pricing model (subscription or pay-per-session), revenue projections, cash flow timeline. Use dashboards to monitor expenses, user growth, retention rates, revenues.
  5. Team & Network: Partner with licensed therapists or coaches, collaborate with mental‑health advocates, join wellness tech communities, engage potential investors or grants focused on health access.
  6. Launch & Iterate: Release pilot, gather feedback (usability, features, willingness to pay), refine features, adjust pricing or support. Maintain daily review of metrics: user growth, churn, revenues, CAC, LTV, cash flow, burn rate.
  7. Branding & Differentiation: Position as “affordable, AI‑assisted, privacy‑focused mental wellness platform for underserved communities.” Use content marketing (blogs, webinars), build community trust, share success stories. Highlight data privacy, ethical AI use, and social impact to attract conscientious users and partners.
  8. Scaling & Growth: As the user base grows, invest in additional features (e.g., tele‑therapy, personalized plans), expand to other wellness areas (stress, sleep, nutrition), hire staff, manage cash flow, reinvest profit to grow sustainably.

By combining macro‑trend alignment, disciplined planning, daily financial vigilance, and adaptability; this hypothetical venture could ride the wave of increasing demand for accessible mental health solutions.

 

 

Risks, Challenges, and How to Mitigate Them

No industry; even the hottest is without risk. For prospective entrepreneurs, understanding challenges and preparing for them is essential.

  • Regulatory & Compliance Hurdles: Sectors like healthcare, clean energy, biotech often involve regulation, licensing, safety standards, or certifications. Mitigation: research regulation early, consult with experts, build compliance into your plan and budget.
  • Market Saturation & Competition: Hot industries attract many entrants, including well-funded players. Mitigation: focus on niche markets, unique value propositions, superior user experience, or underserved customer segments.
  • Capital Intensity & Cash Flow Risk: Especially for infrastructure, energy, biotech ; upfront costs may be high, revenues may come slowly. Mitigation: start small, build MVP or pilot, bootstrap or raise funding only when metrics validate viability; maintain a conservative financial plan with buffer.
  • Rapid Technological Change: What’s cutting-edge today may be outdated tomorrow, especially in AI, automation, edge‑computing, biotech. Mitigation: commit to continuous learning, monitor trends, stay adaptable, and design business models that can evolve.
  • Execution Risk & Operational Complexity: Running a startup; especially in deep tech, regulated fields, or consumer health; requires execution skills, discipline, and often a team. Mitigation: build a balanced team, use your habit framework (daily reviews, financial acumen, structured planning), and start small with manageable scope.

 

Prepare Your Business Mindset

If you’re thinking of launching a startup in 2026, here’s how you can set your mind on track. 

  1. Pick 2–3 ideas that align with your background, interests, and resources.
    • For example, if you have a tech background and enjoy problem-solving; AI automation or cybersecurity might suit you.
    • If you care about sustainability or health, the eco‑products or wellness platform ideas may resonate more.
    • If you have marketing/creative skills; niche e‑commerce, DTC, or online courses could be attractive.
  2. Run a quick sanity check:
    • Do you understand the basics of the industry (regulations, competition, customer needs)?
    • Can you commit the time and resources required (even lean)?
    • Does the revenue model make sense; recurring revenue, scalability, and demand?
  3. Sketch a very lean Minimum Viable Product (MVP) plan:
    • Define the smallest version of the product/service that could deliver value.
    • Keep upfront cost low; aim to test demand before large investments.
    • Use free or low‑cost tools (no-code platforms, open-source frameworks, simple websites) whenever possible.
  4. Build financial and operational discipline from day one:
    • Set up bookkeeping, cash flow tracking, basic financial dashboards (as per your “financial acumen” habit foundation).
    • Monitor KPIs, margins, expenses, revenue, and growth metrics from day one.
  5. Leverage daily habits ; planning, learning, networks, health, financial oversight even before you launch.
    • Use your daily routines to research, validate, plan, and iterate ideas.
    • Networking: talk to potential customers, partners, mentors before building; get feedback, refine the idea.
  6. Test and validate before scaling:
    • Launch a pilot, gather feedback and metrics, iterate based on data; don’t assume success until you have real traction.
    • Avoid scaling too fast before the business model proves sustainable.

 

 

Mini-Business Plan 1: AI Automation Agency for SMEs

Business Concept:
Provide AI-powered workflow automation, chatbots, and business process optimization for small and medium enterprises (SMEs). Offer subscription-based AI tools, personalized setup, and consulting for efficiency.

Startup Costs & Timeline:

  • Tools / AI subscriptions: $1,500
  • Marketing / website: $2,500
  • Business setup / legal: $500
  • Total startup cost: $4,500
  • MVP launch: 4–6 weeks

Revenue Model:

  • Monthly subscription: $500/client for AI solutions
  • Consulting setup fee: $1,000 per client
  • Target first 10 clients in Year 1

Key Assumptions:

  • Clients sign 12-month contracts
  • Minimal additional staff in Year 1
  • Marketing converts 5% of prospects to paying clients

 

 

Mini-Business Plan 2: AI-Powered Telehealth / Wellness Platform

Business Concept:
AI-assisted wellness platform offering virtual mental health coaching, personalized fitness, and wellness tracking. Subscription-based access with optional teletherapy sessions.

Startup Costs & Timeline:

  • App / AI integration: $25,000
  • Marketing: $5,000
  • Legal / Compliance: $5,000
  • Total startup cost: $35,000
  • MVP launch: 3–4 months

Revenue Model:

  • Monthly subscription: $29–$49/user
  • Optional premium teletherapy sessions: $50/session
  • Target first 200 users in Year 1

Key Assumptions:

  • 5% monthly churn
  • Marketing generates consistent user growth
  • Minimal support staff initially

 

 

Mini-Business Plan 3: Eco-Friendly Niche E-Commerce Brand

Business Concept:
Sell sustainable home products and zero-waste alternatives online. Focus on niche markets (eco-conscious consumers, zero-waste lifestyle) and direct-to-consumer branding.

Startup Costs & Timeline:

  • Inventory: $8,000
  • Website & e-commerce setup: $3,000
  • Marketing / branding: $4,000
  • Total startup cost: $15,000
  • MVP launch: 2 months

Revenue Model:

  • Product sales online (average $40 per item)
  • Subscription boxes optional (monthly eco-kit $50)

Key Assumptions:

  • Gross margin 50%
  • Organic growth through social media / influencer marketing
  • Inventory replenished quarterly

 

 

Mini-Business Plan 4: Niche Direct-to-Consumer E-Commerce Brand

Business Concept:
Specialized DTC brand targeting a niche audience (e.g., handmade cultural crafts or specialty wellness products). Focus on storytelling and brand loyalty.

Startup Costs & Timeline:

  • Inventory: $5,000
  • Website: $2,000
  • Marketing: $3,000
  • Total startup cost: $10,000
  • MVP launch: 1–2 months

Revenue Model:

  • Product sales: Average $50 per order
  • Limited subscription for VIP members ($100/year)

Key Assumptions:

  • Retain 20% of customers for repeat purchases
  • Marketing ROI improves as brand grows
  • Inventory replenishment is timely to prevent stock-outs

 

 

Mini-Business Plan 5: AR/VR Training & Immersive Learning Solutions

Business Concept:
Develop AR/VR training modules for corporate clients or technical training (e.g., healthcare, manufacturing, safety). Focus on immersive experiences to reduce training costs and improve retention.

Startup Costs & Timeline:

  • VR/AR software development: $50,000
  • Hardware (optional demos): $5,000
  • Marketing / sales outreach: $5,000
  • Total startup cost: $60,000
  • MVP launch: 3–5 months

Revenue Model:

  • B2B fee-per-project or subscription for content library
  • Average project: $10,000–$25,000

Key Assumptions:

  • Corporate clients pay upfront or milestone-based
  • Team includes developer(s) and project manager
  • Marketing focuses on industry-specific trade shows and LinkedIn outreach

 

Set Your New Year Right With SumoSum

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