DMC Software: The Complete Guide to Running a Smarter Destination Management Company

Benefits of DMC Software for Different Stakeholders 

One of the most overlooked aspects of DMC software is that its value does not flow in a single direction. It is not simply a tool that makes life easier for operations managers. When implemented properly, a destination management platform creates measurable improvements for every stakeholder connected to the DMC ecosystem, from the internal team building itineraries to the end traveler experiencing the destination. 

Understanding who benefits and exactly how they benefit is important for two reasons. First, it helps DMC leadership build the internal business case for investment. Second, it helps you evaluate whether a platform is genuinely built for the full complexity of your operation or simply optimized for one function at the expense of others. 

Destination Management Companies 

The most immediate and comprehensive beneficiary of DMC software is the DMC itself. At the operational level, the gains are concrete and measurable. Enquiry-to-quote turnaround times drop significantly when your team is drawing from pre-loaded supplier rates and templated itineraries rather than building every proposal from scratch. 

Booking errors decrease when confirmations flow automatically through the system rather than being manually transcribed between tools. Staff capacity increases not because you have hired more people but because the software absorbs the administrative burden that was previously consuming your most experienced team members. 

At the commercial level, the impact is equally significant. Consistent margin application across all quotes, automated financial reconciliation, and real-time profitability reporting give leadership teams the visibility they need to make pricing decisions with confidence rather than approximation. DMCs using purpose-built software consistently identify and close margin leakage that was previously invisible to them. 

At the strategic level, the software gives a DMC the infrastructure to scale. A business that depends on the knowledge and habits of individual employees cannot grow beyond the capacity of those individuals. A business running on a centralized platform can onboard new team members faster, enter new destinations without rebuilding operational processes from scratch, and take on larger and more complex client programmes without a proportional increase in headcount. 

Tour Operators and Travel Agents 

Tour operators and travel agents work with DMCs because they need reliable, locally expert ground partners. What frustrates them most is slow response times, inconsistent pricing, and communication breakdowns between the initial quote and the on-ground delivery of services. 

DMC software addresses all three of these pain points directly. When a DMC can respond to a tour operator's brief within hours rather than days, armed with accurate pricing and a professionally presented itinerary, that responsiveness becomes a competitive differentiator that wins and retains business.  

When the pricing on the quote matches the pricing on the invoice because both are generated from the same contracted rate database, the trust that builds long-term commercial relationships is established and maintained. 

Many enterprise-level DMC platforms also offer dedicated partner extranet portals, which allow tour operators and travel agents to log in, check availability, make bookings, retrieve documents, and track the status of their groups without needing to contact the DMC team directly. This self-service capability is increasingly expected by professional trade partners and significantly reduces the administrative load on the DMC's internal team. 

Corporate Clients 

Corporate travel buyers and event procurement teams operate under pressures that are distinct from leisure travel clients. They need detailed documentation, transparent cost breakdowns, clear accountability for every service component, and the confidence that their travelers or event attendees will be managed with absolute reliability. 

DMC software supports the corporate client relationship at every touchpoint. Detailed, itemized proposals generated directly from the system demonstrate professionalism and pricing transparency that procurement teams require. Operational documents produced for on-ground teams ensure that every transfer, hotel check-in, and event element runs to the schedule that was promised. And post-trip reporting, pulled directly from the booking and operations data in the system, gives corporate clients the documentation they need for internal approval and budget reconciliation. 

For MICE-focused DMCs, the ability to manage delegate lists, coordinate room blocks, track dietary and accessibility requirements, and produce detailed event schedules within the same platform that handles the financial and operational side of the programme is a capability that directly influences whether corporate clients renew their business or move to a competitor. 

Operations and Ground Teams 

The people responsible for delivering travel services on the ground are often the last to be considered in a software evaluation conversation, and that is a significant mistake. An operations team working from clear, system-generated run sheets, real-time booking updates, and complete supplier confirmation records delivers a consistently higher quality of service than one working from manually assembled documents that may already be outdated before the group arrives. 

When something goes wrong on the ground, and in destination management something always eventually will, the difference between a minor disruption and a major incident frequently comes down to how quickly the operations team can access accurate information and communicate a resolution. DMC software gives ground teams that access in real time, from any device, in any location. 

Finance and Accounts Teams 

Finance professionals within a DMC operation are often the most vocal advocates for better software once they have experienced the difference it makes. Manual reconciliation of supplier invoices against contracted rates, tracking of multi-currency payments, and the production of accurate profit and loss reports across hundreds of simultaneous bookings is an exercise in sustained stress without a dedicated system. 

With DMC software, the financial layer of the business becomes a function that runs in parallel with operations rather than chasing behind it. Supplier costs are captured at the point of booking against contracted rates. Client invoices are generated directly from confirmed booking data. Outstanding payments and deposit schedules are visible in real time. And the margin at every booking is reported automatically, giving finance leadership the information they need to manage cash flow with confidence. 

The End Traveler 

The end traveler never sees the software. But they feel its presence in every interaction. When a transfer arrives on time because the operations team had a live, accurate schedule, when a hotel room is ready because the booking was confirmed correctly and the check-in details were communicated clearly, when a group excursion runs to plan because every supplier had the right information at the right time, that is DMC software working exactly as it should. 

The quality of the experience a destination management company delivers to its clients is ultimately a reflection of how well its internal operations are managed. Software does not replace the human expertise and local knowledge that makes a great DMC. It creates the conditions in which that expertise can be delivered consistently, at scale, without the operational failures that come from managing complexity through manual processes.

How to Choose the Right DMC Software for Your Business 

Choosing DMC software is one of the most consequential technology decisions a destination management company will make. Get it right and you build an operational foundation that supports growth for years. Get it wrong and you spend those same years working around a system that was never quite built for the way your business actually operates. 

The market is crowded. Every vendor will tell you their platform is the most comprehensive, the most intuitive, and the best value. Most of them are saying the same things in slightly different words. The way to cut through that noise is not to compare feature lists. It is to ask the right questions before you ever sit down for a product demonstration. 

Here is the framework a serious DMC should use when evaluating software options. 

Start With Your Business Model, Not the Software 

Before you look at a single platform, you need to be completely clear about the nature of your own operation. Are you primarily an inbound DMC handling ground services for international tour operators? Are you outbound, building and selling packages to retail clients? Are you MICE-focused, with large corporate event programmes as your primary revenue source? Do you operate in a single destination or across a portfolio of regions? 

The reason this matter is that DMC software is not a monolithic category. Different platforms are optimized for different business models. A system built primarily for inbound ground handlers may have weak package-building capabilities that frustrate an outbound operation. A platform designed for leisure travel may not have the delegate management and event logistics functionality that a MICE-heavy business requires. 

Understand your business model with precision before you begin evaluating platforms and use that understanding as your primary filter. Eliminate any option that is not explicitly built to handle the type of work your business does most. 

Define Your Non-Negotiables Before the Demo 

Every software evaluation process has a moment where a slick demonstration creates enthusiasm that overrides disciplined assessment. The vendor shows you the features that look impressive. You leave the call feeling excited. And three months into implementation you discover that the one workflow your business depends on most is handled awkwardly, or not at all. 

The way to protect against this is to define your non-negotiable requirements before you engage with any vendor. These are the capabilities your operation cannot function without. Write them down. Share them with the vendor before the demonstration and ask them to show you specifically how their platform handles each one. If they cannot demonstrate it clearly, that is your answer. 

Common non-negotiables for most DMC operations include real-time inventory management, multi-currency support, automated quote generation from contracted supplier rates, integration with your existing payment infrastructure, and financial reporting at the booking level. Your specific list will depend on your business model, but the discipline of defining it in advance is universal. 

Evaluate the Integration Ecosystem 

A DMC platform does not operate in isolation. It needs to connect with the suppliers, distribution channels, and business tools your operation already depends on. Before committing to any platform, ask for a complete list of its existing API integrations and evaluate how well those integrations cover your current and anticipated supplier network. 

Pay particular attention to GDS connectivity, bed bank integrations, payment gateway options, and any proprietary supplier systems your key partners use. A platform with a limited integration library will create manual workarounds that grow more painful as your business scales. A platform with a broad, well-maintained integration ecosystem becomes more valuable over time as you add new suppliers and client channels. 

Also ask how new integrations are handled. Does the vendor have a dedicated technical team that builds and maintains integrations? What is the typical timeline and cost for adding a new connection? These questions reveal a great deal about how seriously the platform was built for enterprise-level DMC operations. 

Assess Scalability Honestly 

The software you choose today needs to serve the business you are building toward, not just the business you are running right now. This means evaluating not only whether the platform can handle your current volume of bookings and users but whether its architecture is genuinely designed to scale as those numbers grow. 

Ask vendors specific questions about performance at scale. How many simultaneous users does the platform support without degradation? How does the system handle peak season booking volumes? What is the largest DMC operation currently running on the platform, and what does their operation look like in terms of destinations, users, and monthly booking volume? 

A vendor that cannot answer these questions with specific, verifiable examples is a vendor whose scalability claims deserve significant scepticism. 

Look Beyond the Software to the Implementation and Support 

This is the step that the majority of DMC software buyers underweight, and it is frequently the one that determines whether an implementation succeeds or fails. The software itself is only part of what you are purchasing. You are also purchasing the vendor's implementation methodology, their training capability, and their ongoing support infrastructure. 

Ask how the implementation process works. What does onboarding look like? Who is responsible for data migration from your existing systems? How long does a typical implementation take for a business of your size and complexity? What training is provided, and in what format? 

Ask about ongoing support with equal rigour. What are the support hours? What is the average response time for critical issues? Is there a dedicated account manager, or do you join a general support queue? Does the vendor offer support in the languages your team works in? 

The answers to these questions matter as much as the features list. A powerful platform with poor implementation support will deliver a fraction of its potential value. A slightly less feature-rich platform with exceptional implementation and ongoing support will consistently outperform it. 

Request References From Comparable Operations 

Any credible DMC software vendor should be able to provide references from existing clients whose business model and scale are comparable to your own. Speaking directly with a DMC that has been running the platform for two or more years will tell you more about the real-world performance of the software than any demonstration ever could. 

When you speak with those references, ask specific questions. How accurate was the implementation timeline the vendor quoted? What challenges did they encounter during onboarding that they did not anticipate? How has the platform performed during peak periods? If they were making the decision again today, would they choose the same platform? 

The quality of a vendor's reference pool and their willingness to connect you with clients who will speak candidly is itself a signal about the confidence they have in their own product. 

Consider Total Cost of Ownership, Not Just the Licence Fee 

DMC software is typically priced on a subscription basis, but the licence fee is rarely the complete picture of what you will spend. Implementation costs, data migration fees, training costs, integration development charges, and ongoing support packages all contribute to the total cost of ownership over a three to five year horizon. 

Ask vendors to provide a complete cost breakdown that includes all of these elements for a realistic implementation scenario based on your business size and requirements. Then compare platforms on total cost of ownership rather than monthly subscription price. A platform that appears more expensive at the licence level may represent significantly better value when implementation, support, and integration costs are included in the comparison. 

Insist on a Meaningful Trial or Proof of Concept 

No amount of demonstration replaces hands-on experience with the software in the context of your own data and workflows. The most efficient starting point is requesting a personalized demo where you can work through your specific scenarios in the platform. 

Pay attention not just to whether the software can perform the required tasks but to how it feels to use it under realistic conditions. Adoption is one of the most significant predictors of ROI for enterprise software. A platform that your team finds genuinely intuitive will be used fully and consistently. One that feels cumbersome or counterintuitive will be used partially and grudgingly, and its value will reflect that. 

Common Mistakes DMCs Make Without Proper Software 

There is a pattern that repeats itself across destination management companies at every stage of growth. A business starts small, builds its processes around the tools that were available at the time, and develops habits and workarounds that feel manageable right up until the moment they are not. The breaking point comes at different times for different businesses, but it almost always comes. And when it does, the cost is rarely just operational. It is commercial, reputational, and in some cases existential. 

Understanding the most common mistakes DMCs make when operating without purpose-built software is useful not only for businesses that have not yet invested in a dedicated platform but also for those that have invested in the wrong one. The mistakes below are not theoretical. They are the consistent patterns that emerge when DMC operations are run on tools that were never designed for the complexity of destination management work. 

Managing Everything Through Email and Spreadsheets 

This is where almost every DMC begins, and where far too many remain for far too long. Email handles communication. Spreadsheets handle rates, bookings, and tracking. The arrangement feels functional in the early stages because the volume is manageable, and the team is small enough that everyone knows what everyone else is doing. 

The problem is that this model has a ceiling, and that ceiling is lower than most DMC owners realize. When booking volume grows, the spreadsheet becomes a source of conflict rather than clarity. Multiple team members working from different versions of the same document, rate updates that are applied inconsistently, bookings that are confirmed in an email but never updated in the tracker. These are not edge cases. They are the inevitable consequence of managing a complex, multi-supplier, multi-booking operation through tools that were built for individual productivity, not team-level operational coordination. 

The other risk that email-and-spreadsheet operations consistently underestimate is the concentration of critical business knowledge in individual inboxes. When a senior team member leaves, they do not just take their expertise. They take months or years of supplier correspondence, rate negotiations, client preferences, and booking history that was never centralized anywhere. That knowledge loss is both immediate and lasting. 

Inconsistent and Inaccurate Pricing 

Pricing in destination management is not a static exercise. Supplier rates change seasonally. Currency fluctuations affect margin on international business. Different client tiers carry different markup structures. Promotional rates apply in some windows and not others. Managing all of this accurately and consistently without a dedicated pricing engine is genuinely difficult, and the consequences of getting it wrong are serious. 

The most common outcome of manual pricing management is margin erosion that is invisible until it is already significant. A team member applies an outdated rate from memory. A currency conversion is done manually and rounded incorrectly. A markup is applied to the net rate when it should have been applied to the gross. None of these errors are individually catastrophic, but they accumulate across hundreds of bookings into a pattern of profitability that is consistently lower than it should be and consistently harder to diagnose. 

The second common outcome is pricing inconsistency across clients, which creates both commercial and reputational risk. When a tour operator discovers they have been quoted differently for the same service on two separate occasions, the trust damage is difficult to repair regardless of the explanation offered. 

Slow Quote Turnaround Times 

Speed of response is one of the most significant competitive differentiators in destination management. Tour operators and corporate clients work with multiple DMC partners across their key destinations. When they send a brief, the first credible, well-priced response frequently wins the business. The DMC that takes three days to produce a quote because its team is manually building each proposal from scratch is consistently losing business to competitors who can respond in hours. 

This is one of the most directly measurable costs of operating without dedicated software, and it is one of the least visible because the business that is lost to slow turnaround times rarely announces itself. Clients simply stop sending briefs to the slow responder and consolidate their business with partners who are faster. The revenue impact only becomes apparent in retrospect when booking volumes from key partners begin to decline without an obvious explanation. 

Poor Supplier Management and Rate Discipline 

A DMC's supplier network is built over years through relationship development, performance assessment, and careful rate negotiation. It is one of the most valuable assets a destination management business possesses. Yet without dedicated software to manage it, that asset is consistently underutilized and inadequately protected. 

In practice, this manifests as contracted rates that are not consistently applied because they live in a document that not everyone accesses, supplier performance that is never formally assessed because there is no system capturing the data needed to do so, and rate negotiations that happen reactively rather than strategically because no one has visibility into the full picture of what the company is spending with each supplier and what it is receiving in return. 

The supplier relationships themselves are also at risk when communication is managed entirely through personal email accounts. When the team member who manages a key supplier relationship leaves the business, the institutional knowledge of that relationship, its history, its nuances, and its commercial terms often leaves with them. 

Operational Breakdowns During Delivery 

The most damaging mistakes a DMC can make are not the ones that happen in the office. They are the ones that happen on the ground, in front of clients. A transfer that does not arrive because the confirmation was sent to an outdated contact at the supplier. A hotel room that is not ready because the booking was made in one system and the rooming list was sent from another. A group excursion that starts an hour late because the operations team is working from a printed run sheet that was updated after it was printed. 

These failures are not random. They are the predictable result of managing complex, multi-supplier, time-sensitive operations through processes that have too many manual steps and too many opportunities for information to become outdated or lost between handoffs. Each individual failure damages client trust. A pattern of such failures damages the DMC's reputation in a market where word of mouth among tour operators and corporate travel buyers travels quickly and carries significant weight. 

Inadequate Financial Visibility and Reconciliation 

Ask the finance director of a DMC operating without dedicated software how profitable any given booking was, and the honest answer is frequently that they do not know with precision. They know the revenue. They can calculate the approximate cost. But the actual margin, accounting for all supplier costs, currency conversions, amendments, and any credits or penalties applied during the booking lifecycle, is a number that requires significant manual effort to produce and is often not produced at all at the individual booking level. 

This absence of booking-level financial visibility has consequences that extend well beyond the accounting function. Without it, commercial leadership cannot identify which destinations, client segments, or service types are most profitable. They cannot make informed decisions about where to invest in supplier relationships or where to tighten pricing. They are making strategic decisions about a business whose actual financial performance they can only estimate. 

Failing to Leverage Data for Growth 

Every booking of a DMC processes contains information that could be used to make better commercial decisions. Which destinations are growing in demand? Which client segments are most loyal and most profitable? Which suppliers are consistently delivering on time and which are generating amendment costs that erode margin? Which itinerary types convert from enquiry to booking at the highest rate? 

Without dedicated software capturing and organising this data, none of these questions can be answered reliably. The DMC operates on intuition, anecdote, and the accumulated experience of its longest-serving team members. That is not without value, but it is fundamentally limited. It cannot scale, it cannot be shared systematically across the organisation, and it cannot survive the departure of the individuals who carry it. 

DMCs that invest in proper software do not just run their current operation more efficiently. They build an intelligence asset that compounds in value over time, informing better decisions at every level of the business with each passing year of accumulated data. 

Treating Software as a Cost Rather Than an Investment 

Perhaps the most consequential mistake of all is the framing error that prevents many DMCs from making the investment in the first place. When software is evaluated purely as a line item cost and measured against the subscription fee, the decision becomes a question of whether the business can afford it. When it is evaluated as an infrastructure investment and measured against the revenue lost to slow quote turnaround, the margin eroded by inconsistent pricing, the client relationships damaged by operational failures, and the growth constrained by manual processes, the question becomes whether the business can afford not to make it. 

The DMCs that are growing fastest in a competitive market are almost universally the ones that made this investment earlier than their competitors and built their operational capability on a foundation that scales with their ambition. 

Why Sriggle's DMC Software Is Built Differently 

Every platform covered in a guide like this will tell you it is the most comprehensive, the most intuitive, and the best fit for your business. That is the nature of software marketing, and it should be evaluated with appropriate skepticism. What separates a genuine claim from a marketing assertion is the combination of verifiable evidence, real-world performance, and a depth of domain expertise that shows not just in the sales conversation but in the architecture of the product itself. 

Sriggle has spent over thirty years building technology for the travel industry. Not adjacent to it. Not adapted from a generic enterprise software model. Inside it, in direct partnership with the destination management companies, tour operators, and travel agencies whose operational realities shaped every module of the platform. 

That distinction matters more than it might initially appear. 

Built From the Ground Up for DMC Operations 

Sriggle's destination management software, delivered through its flagship Signature platform, was not retrofitted from a general travel booking system. It was built around the specific and complex operational model of destination management companies, from the ground up, with the full spectrum of DMC workflows at its centre. 

This means the platform handles the complete operational lifecycle of a DMC business natively. Enquiry management flows directly into quotation. Quotation converts into confirmed booking with a single action. Confirmed bookings feed into operations management, supplier coordination, and financial reconciliation without any data being transferred between disconnected systems. Every stage of the workflow lives in the same environment, maintained in real time, accessible to every team member who needs it. 

For a DMC that has previously managed this lifecycle across email, spreadsheets, and a collection of disconnected tools, the operational difference is immediate and significant. 

A Platform That Covers the Full Business, Not Just the Booking 

Many DMC platforms do the booking layer well and then require you to manage everything else outside the system. Sriggle's Signature platform is architected differently. It covers the complete spectrum of DMC business functions within a single, integrated environment. 

Front office capabilities include a powerful booking engine spanning hotels, transfers, tours, activities, car rentals, flights, cruise, and packages, alongside a sophisticated itinerary builder that generates client-facing proposals carrying your brand identity. The enquiry and quote management module allows your team to respond to client briefs faster and with greater accuracy than is possible through any manual process. 

The mid-office layer handles the operational complexity that defines destination management work at scale. Supplier and contract management keeps your entire negotiated rate database centralised, searchable, and consistently applied across every quote your team produces. Group and MICE management functionality handles the delegate coordination, room block management, and event logistics that corporate programmes demand. Operations management gives your ground teams live, accurate run sheets and supplier confirmations accessible from any device. 

The back office covers accounting, invoicing, financial reconciliation, forex management, and business intelligence reporting at a level of depth that replaces the need for separate financial management tools. Profit and loss visibility at the individual booking level, multi-currency transaction management, and automated supplier payment tracking are built into the core of the platform, not added as optional extras. 

Enterprise-Grade Integration Without Enterprise-Level Complexity 

One of the most common frustrations DMCs experience with software platforms is the gap between the integration capabilities advertised and the integration capabilities that actually work reliably in production. Sriggle has built and maintains over two hundred active API integrations spanning global distribution systems, bed banks, activity suppliers, payment gateways, and third-party business tools. 

These integrations include connections to Amadeus, Sabre, Travelport, Hotelbeds, Expedia, Viator, Musement, and a broad range of regional suppliers across the destinations Sriggle's clients operate in. The breadth of this integration ecosystem means that a DMC migrating to Signature is not starting from scratch on supplier connectivity. The infrastructure is already there. 

For DMCs with suppliers or systems that require custom integration work, Sriggle's technical team builds and maintains those connections as part of the platform relationship, with clear timelines and without the opaque pricing structures that characterise integration work with many enterprise software vendors. 

Verified Trust at Every Level 

Choosing a software partner for your DMC operation is a decision that carries significant risk. You are entrusting your operational data, your supplier relationships, your financial records, and your client information to a platform and a company. The credentials that platform and company hold matter. 

Sriggle holds SOC 2 certification and ISO 27001 certification, the two internationally recognised standards for data security and information management in enterprise software environments. These are not self-assessed claims. They are independently audited standards that require rigorous ongoing compliance and that carry meaningful accountability. 

Beyond security credentials, Sriggle's track record in the DMC and travel technology space is verifiable and substantial. Clients including TUI India, Yatra, Orient Tours, and operations across more than fifty countries have built their businesses on the Signature platform. The Capterra rating of 4.8 across ease of use, customer service, features, and value reflects the assessment of actual users rather than the vendor's own marketing. 

A Product Ecosystem Built to Scale With You 

Sriggle's approach to DMC technology is not to provide a single tool and leave you to manage everything else separately. The Signature ecosystem is built to cover every layer of a growing DMC operation and to expand with your business as it grows. 

Signature provides the core back office, mid office, and front office operational platform. SigniP is a dedicated partner extranet that gives your trade partners, tour operators, and travel agents a self-service portal for bookings, availability, documents, and group management, reducing the administrative load on your internal team while improving the experience your partners receive. 

SigniX is Sriggle's API layer, built for DMCs that want to distribute their inventory and services through external channels and connect with the broader travel distribution ecosystem in real time. SigniA is a white-label B2B booking portal that allows your agent network to book your services directly, under your brand, without requiring direct intervention from your team for every transaction. 

This ecosystem means that a DMC starting with the core Signature platform has a clear and supported growth path as their business evolves, their partner network expands, and their distribution requirements become more sophisticated. The investment made at one stage of growth continues to compound in value at every subsequent stage. 

Implementation and Support That Reflects Thirty Years of Domain Knowledge 

Sriggle's implementation process is not a standard enterprise software onboarding exercise applied generically across industries. It is a structured, domain-specific process built around the operational realities of travel and destination management businesses, delivered by a team with deep understanding of how DMCs actually work. 

The onboarding process includes comprehensive data migration support, workflow configuration that reflects your specific business model rather than a generic template, and training delivered by implementation specialists who understand the travel industry context in which the platform is being used. Support is available around the clock, with a ten-minute response commitment that reflects the operational reality that booking and travel issues do not observe business hours. 

Across more than thirty years and more than one hundred global clients, Sriggle has developed an implementation methodology that consistently reduces the time between contract signature and operational go-live while minimizing the disruption to business-as-usual that major software transitions typically create. 

For a destination management company evaluating software platforms, that combination of product depth, integration breadth, verified security credentials, real-world client evidence, and implementation expertise represents a materially different proposition from the alternatives in the market. 

The question is not whether your DMC needs dedicated software. The evidence in every section of this guide makes that answer clear. The question is which platform is built with sufficient depth, backed by sufficient experience, and supported with sufficient rigour to serve as the operational foundation your business is building on. 

Sriggle's answer to that question is Signature. And the most efficient way to assess whether that answer is right for your specific operation is to see it working in the context of your own business.