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Winning at Sport & Recreation Payments with Alysson Smith the Co-Founder & CEO of Flexibl
Episode 1624th May 2022 • Fintech Confidential • DD3, Media
00:00:00 00:27:50

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Alysson Smith is the Co-Founder and CEO of the sports and recreation payments software provider Flexible. She shares how focusing on a niche market has been such a big part of her Fintech journey. 

Three things in this episode that we dive into. 

  1. Challenges that Sports and Recreation providers are facing
  2. Simplifying the complexity of collecting fees and paying out to the right parties
  3. How focusing on a specific niche market is the formula for success.

Learn More about Flexibl at http://www.goflexibl.com/

Sponsors: 

Railz: Gain access to a foundational data network to build the future for your financial technology company or financial institution. Free access at https://bit.ly/railz6free 

Transcripts

Allyson Smith:

They understand what's being reconciled when it's

Allyson Smith:

being reconciled, what it's attached to, and where the correct APIs

Allyson Smith:

and helping them embed that within the reporting and reconciliation

Allyson Smith:

that they're offering within or that they have within the software

. Tedd Huff:

Alison welcome to the show.

. Tedd Huff:

It is fabulous to have you on.

. Tedd Huff:

I'm really excited to understand what Flexibl is doing in the marketplace and

. Tedd Huff:

how focusing down on a very specific niche has helped you accelerate growth.

Allyson Smith:

Thanks Tedd, for having me here on your podcast.

Tedd Huff:

You and I have had chance to talk a little bit

Tedd Huff:

and get to know each other.

Tedd Huff:

I'd really like for you to take some time, to just help us understand.

Tedd Huff:

What was, the striking point that got you into financial technology?

Allyson Smith:

my background is in a software technology space working

Allyson Smith:

for a couple of different quick growing startups here in Montreal.

Allyson Smith:

Most recently I was head of partnerships for a sport and recreation

Allyson Smith:

e-commerce business here, and we served everything from your local

Allyson Smith:

gymnastics to cheerleading club.

Allyson Smith:

All the way most recently to working with park and rec departments and

Allyson Smith:

municipal departments that offer a wide array of different sports and a lot of

Allyson Smith:

what I did and partnerships, and some of my even prior speaking engagements

Allyson Smith:

that I've done was how to leverage technology for the world of sport and

Allyson Smith:

rec and how to better business manage.

Allyson Smith:

Tools and how to make their whole buying process more frictionless with

Allyson Smith:

the use of technology and a reoccurring theme in that is, is payments.

Allyson Smith:

And that relationship between payments software, the end user

Allyson Smith:

experience, as well as the The business experience behind it really?

Allyson Smith:

On my downtime with my horse my dog going out, I'm a huge outdoor fan.

Allyson Smith:

It led me to mull it over quite some quite a little bit and really think

Allyson Smith:

that there had to be a better solution in terms of, again, leveraging payments

Allyson Smith:

for a specific vertical that really.

Allyson Smith:

Needed a different approach to payment.

Tedd Huff:

how did that time being out in the outdoors?

Tedd Huff:

I was going to say wilderness, but that's probably not fair, but out in

Tedd Huff:

the woods, out in the outdoors that, that time spent out there with that,

Tedd Huff:

having that ability for it to get that clarity of thought, when you're doing

Tedd Huff:

those things, how did that impact you?

Tedd Huff:

Thinking this can be done better and.

Tedd Huff:

What was that aha moment that made you go, oh my gosh, if I just did this,

Tedd Huff:

this and this, it would solve these issues that I'm seeing in this market.

Allyson Smith:

I don't know if I really had a aha moment.

Allyson Smith:

Exactly.

Allyson Smith:

It was multiple steps that led to it.

Allyson Smith:

Talking about it with multiple people that kind of led to okay,

Allyson Smith:

there, there's something here and there's a different way.

Allyson Smith:

There's a different approach that's necessary.

Allyson Smith:

And I'll start by talking if by talking about the.

Allyson Smith:

Big challenges that I saw one as looking at the space and, from my

Allyson Smith:

perspective as head of partnerships and one of the big challenges I saw was

Allyson Smith:

As a software provider in the world of sports and recreation, so that providing

Allyson Smith:

those e-commerce capabilities, the purchasing behavior and the purchasing

Allyson Smith:

journey is different from that of buying a regular merchandise online.

Allyson Smith:

It's not the same as buying your t-shirt online.

Allyson Smith:

There's a lot more complexity behind that purchasing journey.

Allyson Smith:

And that as a software provider in the space, you have to adapt

Allyson Smith:

to, and some of those frictions and some of those differences are

Allyson Smith:

being able to Do age restriction.

Allyson Smith:

So you can't, register your kid for a certain activity if they're not

Allyson Smith:

of a certain age or they require a certain membership in order to

Allyson Smith:

register for a certain activity.

Allyson Smith:

And then the more complex you get with that, the more complex

Allyson Smith:

payments is intertwined with it.

Allyson Smith:

You have to be sure you're providing.

Allyson Smith:

Refunds within the platform you're providing subscriptions, you're providing

Allyson Smith:

installment plans and that list goes on.

Allyson Smith:

That was one challenge that where a payment provider who knows the

Allyson Smith:

space and who can cater the use cases to the space has one advantage

Allyson Smith:

over somebody who's very generic.

Allyson Smith:

Two is the reality.

Allyson Smith:

Merchants.

Allyson Smith:

The reality of organizations in this space that the sports and recreation, a lot of

Allyson Smith:

the times you're talking to merchants who are nonprofits, who are run by volunteers.

Allyson Smith:

Not necessarily focused on business management, they're focused on providing

Allyson Smith:

an activity to their community and it needs to be as seamless as possible.

Allyson Smith:

It needs to be.

Allyson Smith:

Easy software functionality because the staff is not always the same.

Allyson Smith:

And as a second layer to that, even the ones that are running for

Allyson Smith:

profit businesses are often running it out of a passion for the sport

Allyson Smith:

out of, I love the sport that I do.

Allyson Smith:

I'm passionate about it, and I want to provide.

Allyson Smith:

That sport to my community and the best way possible.

Allyson Smith:

In that same way, a lot of the times business becomes a second focus to them.

Allyson Smith:

Because again, they're just so passionate and it's all about the

Allyson Smith:

community that they're serving.

Tedd Huff:

I look at, everything that you're talking about, and

Tedd Huff:

that is the general dichotomy of a, professional in that specific

Tedd Huff:

functionality versus an operator, someone who operates the business.

Tedd Huff:

I can only imagine how difficult.

Tedd Huff:

COVID and all the different things that came around that how much

Tedd Huff:

more difficult that made it for those passionate professionals.

Tedd Huff:

It forced them further and further into the operational side of the house.

Tedd Huff:

Help us understand like what that looked like for you guys and how

Tedd Huff:

did, you see that as an opportunity?

Allyson Smith:

It's still a very much evolving world in terms of

Allyson Smith:

technology for sports and recreation.

Allyson Smith:

Back at three years ago, when I was, again in head of partnerships,

Allyson Smith:

there were still organizations that we were talking to that were using

Allyson Smith:

pen and paper to take registrations online, where they would have, yeah.

Allyson Smith:

For people were lining up outside to sign their kid up for camp

Allyson Smith:

and taking cash and check.

Allyson Smith:

Now push that forward to COVID where that one wasn't a possibility and their

Allyson Smith:

entire businesses had to shift to.

Allyson Smith:

Okay how do I do this online?

Allyson Smith:

How do Y one make sure that I can register people online and

Allyson Smith:

even provide sports online?

Allyson Smith:

Like we've seen a huge shift in that since the start of COVID is being

Allyson Smith:

able to take your gym class at home.

Allyson Smith:

it's really propelled that space to understanding the need for technology

Allyson Smith:

and the need for online capabilities, payments, and other tenfold.

Allyson Smith:

So it's just pushed, it increased that need since COVID, and that's where I saw

Allyson Smith:

a there's even more of an opportunity here and it's, and this is the time to really.

Allyson Smith:

To really go after it and help provide the space with better

Allyson Smith:

tech for what they're doing.

Tedd Huff:

They get forced into that business operational and

Tedd Huff:

having to figure out how to run the business more efficiently.

Tedd Huff:

And then I can only imagine that getting the technology that

Tedd Huff:

they need in a timely manner.

Tedd Huff:

It's somewhat difficult, how is Flexibl, helping them be more

Tedd Huff:

Flexibl in managing their business?

Allyson Smith:

Yeah, so we want to, again, I touched on this a little bit earlier.

Allyson Smith:

Some of the challenges I was talking about, one of the reoccurring challenges

Allyson Smith:

as a software provider in this space, that's both recurring for the software

Allyson Smith:

provider in the space and helping serve the merchants in this space.

Allyson Smith:

Simple use cases, reporting and reconciliation.

Allyson Smith:

We've spoken in ton of different software companies who have sometimes space having

Allyson Smith:

to do reconciliation for their merchants, their themselves every month, and helping

Allyson Smith:

them understand how their payments as rec are reconciling how the batches work.

Allyson Smith:

And that's a very specific use case that as only being.

Allyson Smith:

Sports and recreation specific.

Allyson Smith:

We can help the software providers make sure that they're leveraging

Allyson Smith:

that properly and providing something seamless to their merchants so that

Allyson Smith:

it's not a constant headache for them.

Allyson Smith:

That's one simple Use case or one simple scenario we're Flexibl

Allyson Smith:

is doing things differently.

Allyson Smith:

Another use case that we see often in the states of sports

Allyson Smith:

and recreation is split payouts.

Allyson Smith:

So oftentimes you go register your child for their hockey for hockey team.

Allyson Smith:

There's oftentimes I'm using hockey Canadian here.

Tedd Huff:

I wasn't gonna say anything.

Tedd Huff:

Oftentimes you're going to be registering your kid for hockey club.

Allyson Smith:

Oftentimes that hockey club has, or as a user, you're also

Allyson Smith:

paying dues to the association.

Allyson Smith:

So either the club has to send association dues up to, or the club

Allyson Smith:

up to the association, or the parent has to do two types of registry.

Allyson Smith:

So we're helping software providers in this space be able to do that

Allyson Smith:

seamless split payout between the club, the Federation, and an easy

Allyson Smith:

experience for the parent where they don't have to see any of that.

Allyson Smith:

So those are just two easy use cases in, in the space that we see.

Allyson Smith:

We can help software providers leverage would be again, where we see there's a

Allyson Smith:

specific need for sports and recreation.

Tedd Huff:

One of the things that I noticed about Flexibl and, you've

Tedd Huff:

touched on it multiple times.

Tedd Huff:

Is how focused and narrow you got.

Tedd Huff:

you're very narrowly focused in, on the sports and rec side of the house.

Tedd Huff:

How do you see that?

Tedd Huff:

Benefiting your direction, your ability to deliver compared to another

Tedd Huff:

solution provider that may me more broad that's Hey, anybody that has

Tedd Huff:

a payments or a financial technology need, we'll be able to solve for that.

Tedd Huff:

how do you see that, narrowness of focus, benefiting what you

Tedd Huff:

can deliver directly to them.

Allyson Smith:

that's interesting in terms, of the way you've positioned it,

Allyson Smith:

I'll get out, I'll go back to my experience as partnerships

Allyson Smith:

in this space is payments is core to any vertical specific.

Allyson Smith:

And payments is core to a lot of e-commerce in general.

Allyson Smith:

I truly believe that when you're looking for, Partnerships solutions.

Allyson Smith:

you're looking for people who are best in breed in what they do.

Allyson Smith:

If I was looking for somebody who wanted to do email marketing.

Allyson Smith:

I would look for somebody who does email marketing specifically.

Allyson Smith:

Well, in that, in that space, , again, if you're looking at a certain market

Allyson Smith:

and you want to look for people who are solving the specific pain points in the

Allyson Smith:

market that you're looking at, you don't want something that's, super generic.

Allyson Smith:

as software providers in the space the journey of integrating payments

Allyson Smith:

is in my view, quite complex.

Allyson Smith:

And you can go from offering just a hosted payment page to really fully

Allyson Smith:

embedding payments within your offer.

Allyson Smith:

Software in sports and recreation need to be, helped along that journey as

Allyson Smith:

to how to get from point a to point B.

Allyson Smith:

And I don't think there's any generic payment processor out there.

Allyson Smith:

That's going to do that and understand the nuances at each of

Allyson Smith:

those space for a world that, that specific as sports and recreation.

Allyson Smith:

So I believe that within those spaces, you're looking , for somebody

Allyson Smith:

that's going to help you with one specific use cases help you along

Allyson Smith:

that journey help you leverage.

Allyson Smith:

What can that transaction do?

Allyson Smith:

How can I get increased?

Allyson Smith:

My revenue with was better leveraging that transaction across

Allyson Smith:

that journey of embedded payments.

Allyson Smith:

you mentioned embedded payments.

Allyson Smith:

What does embedded payments mean to you and how do you see it differentiating the.

Allyson Smith:

Other providers out in the marketplace.

Allyson Smith:

from my perspective, I see Flexibl as being that an enablement platform for

Allyson Smith:

the sports and recreation softwares , to connect to, these very complex payment

Allyson Smith:

rails that are in the background, but in a way that, that helps them manage, the

Allyson Smith:

functionality that you mentioned before.

Tedd Huff:

How do you see that being embedded and what is the

Tedd Huff:

difference from your perspective of embedded versus invisible?

Allyson Smith:

I like where you're going with that one.

Allyson Smith:

In embedded versus invisible . There are a couple of different ways to look at this.

Allyson Smith:

if I go back to thinking about everything that the software provider

Allyson Smith:

in this space is offering to their customers, it's in is probably somewhat

Allyson Smith:

common in many different industries.

Allyson Smith:

focusing on who that consumer is, the merchants themselves, They

Allyson Smith:

don't want to have to go to multiple different places to get their reports.

Allyson Smith:

Let's say they don't want to have to go to multiple different places

Allyson Smith:

if they have to issue a refund.

Allyson Smith:

So that merchant portal that you say is something that as you go along your

Allyson Smith:

payment journey is often extracted in the world of sports and recreation.

Allyson Smith:

They're trying to centralize everything into that software.

Allyson Smith:

So that the merchant only goes within that software to do whatever they need to do.

Allyson Smith:

To me, that's embedded.

Allyson Smith:

If you're making it completely invisible, then you're talking about really a

Allyson Smith:

step beyond that, where the merchant, when they're doing, let's say their

Allyson Smith:

application, do they're only seeing.

Allyson Smith:

The software provider themselves.

Allyson Smith:

They're not seeing who they're opening a merchant account with and that's a

Allyson Smith:

different level in itself, if we're going that far into embedded payments.

Allyson Smith:

But most of the software providers in the world of sports and

Allyson Smith:

recreation are at least looking at.

Allyson Smith:

Take all those functionalities that would exist in a merchant portal

Allyson Smith:

and really put it all in one place and make sure that experience is as

Allyson Smith:

seamless as possible for the merchant.

Allyson Smith:

And that's priority number one.

Allyson Smith:

But that does in itself require a lot of development time on the software side.

Allyson Smith:

And it requires a lot of understanding of steam it's on the software side.

Allyson Smith:

Truthfully, not always very common there.

Allyson Smith:

They're there to offer functionalities for business management.

Allyson Smith:

They're not there to offer functionalities for payments.

Allyson Smith:

And that's where Flexibl can come in and provide those payment functionalities

Allyson Smith:

for the world of sports and recreation and how best to integrate that into

Allyson Smith:

their software and not having to say.

Allyson Smith:

A ton of money and a ton of hours on trying to understand those payment

Allyson Smith:

functionalities and how to bring it into their software to make that

Allyson Smith:

seamless experience for the merchant.

Allyson Smith:

So that's a huge differentiator when you're targeting sports and recreation.

Allyson Smith:

And while we're talking about that payment journey in itself,

, Tedd Huff:

how are you making the.

, Tedd Huff:

That process, that experience, which if you were to go, traditional

, Tedd Huff:

provider can be cumbersome, can be, can take a long time to get through.

, Tedd Huff:

You may be handed off to three or four people.

, Tedd Huff:

You may have to go to three or four different systems to get the data.

, Tedd Huff:

How has.

, Tedd Huff:

Flexibl streamlining that for the software providers to speed up the process for

, Tedd Huff:

them , to get to revenue a lot faster.

Allyson Smith:

I'm going to say we understand the space.

Allyson Smith:

So obviously we can relate to what they're going to, which in

Allyson Smith:

and of itself is different from where, the rest of the market is.

Allyson Smith:

We partnered with a company, who's really built all the infrastructure behind us.

Allyson Smith:

They have built us the prefabricated house that we needed for sports and

Allyson Smith:

recreation, and we are going in and, adding on the bits and pieces to

Allyson Smith:

make it more specific to the industry we're serving like reporting and

Allyson Smith:

reconciliation, split payments, dashboards with data, for information

Allyson Smith:

that the ISVs really needs to see.

Allyson Smith:

We're looking at leveraging the payment data, as well as industry data.

Allyson Smith:

so that the ISV could have the potential go provide, very specific

Allyson Smith:

information and data to their merchants that would help them grow.

Allyson Smith:

So we see that as a value add that definitely no other payment

Allyson Smith:

provider is doing, within the space.

Allyson Smith:

That's our vision for where we want.

Allyson Smith:

And again, adding on value adds that are specific to the industry and specific

Allyson Smith:

to helping the software providers in the merchants in the space grow.

Tedd Huff:

it's interesting, with my time, in this space, ISV has transformed

Tedd Huff:

from all of its different meanings, and it's always fun to listen to the

Tedd Huff:

perspective of newer software providers in the space on how that is positioned.

Tedd Huff:

It used to be somebody that.

Tedd Huff:

That you didn't want to work with because you lost control of what

Tedd Huff:

was going out into the market.

Tedd Huff:

Then it became with it's somebody who you want to partner with,

Tedd Huff:

but hold really, really close.

Tedd Huff:

And what's really been interesting over the past three, maybe five years, it

Tedd Huff:

has become that extension where it's almost what I would describe as like

Tedd Huff:

the Intel inside model, where you're like, Hey, you are serving, you're

Tedd Huff:

serving the direct end user, but we want to make it easier for you.

Tedd Huff:

So you ISV independent software vendor, you are going to

Tedd Huff:

independently provide the software as a vendor to our mutual customers.

Tedd Huff:

And I'm going to help you power the payment side of it.

Tedd Huff:

And it's been really interesting that it's moved to that piece of it.

Tedd Huff:

And then as we were talking about the invisible payments side of the house.

Tedd Huff:

Now it's moved to the next step where that software provider, that ISV software

Tedd Huff:

providers you mentioned now is how do I make it look, feel, taste, smell as if

Tedd Huff:

I am that financial service provider.

Tedd Huff:

So it's been really interesting to see that journey , and see how

Tedd Huff:

folks , like yourself, that are.

Tedd Huff:

Adding on additional value propositions to the very robust

Tedd Huff:

payment data that is there today.

Tedd Huff:

plus the knowledge and the specificity of the industry and merging those two

Tedd Huff:

together so that when there is a software company and partnering with them to that

Tedd Huff:

knows the financial piece of it and being able to put those two pieces together.

Tedd Huff:

I find that very interesting and I see that being a different approach.

Tedd Huff:

I really like the, narrowed niche market, because what I see a lot of companies do

Tedd Huff:

is, they say, I can do this for anybody.

Tedd Huff:

anybody that has recurring experiences or anybody who needs

Tedd Huff:

to have a registration process.

Tedd Huff:

And then what that does from my perspective is it leaves the,

Tedd Huff:

end user to go well, do, do I fit into that box or do I do.

Tedd Huff:

and so it just, it adds question to whether or not that solutions for them.

Tedd Huff:

And what I like about what you've done is you've said I'm going to remove all

Tedd Huff:

of these questions of whether or not this is right for me, or if it's for me.

Tedd Huff:

And you said, this is for sports and rec.

Tedd Huff:

And so now everybody's in sports and rec.

Tedd Huff:

They're like, oh yeah, yeah, that's me, that's me.

Tedd Huff:

A llows them to raise their hand a lot easier.

Allyson Smith:

You, you mentioned something that's super interesting

Allyson Smith:

right now and going back to that invisible portion of it, and this may

Allyson Smith:

be slightly controversial, , but coming from the world of software in the space

Allyson Smith:

and e-commerce , Kind of always saw payments as being slightly invisible and

Allyson Smith:

the merchants purchasing the software for the capabilities that it brings.

Allyson Smith:

Not purchasing the software for the payment revenue that's there,

Allyson Smith:

it's a layer behind, behind the software that the merchant itself

Allyson Smith:

doesn't see and doesn't care about.

Allyson Smith:

as a payment in the space, you have to be, you have to acknowledge

Allyson Smith:

that and you have to be okay.

Allyson Smith:

How do I help the software provider?

Allyson Smith:

One make things easy for them.

Allyson Smith:

Provide functionality to the merchants that are different from

Allyson Smith:

what's else out there on the market.

Allyson Smith:

And how do I then.

Allyson Smith:

Also helps them grow.

Allyson Smith:

How can I be not only different in the right now, but how will I continue to be a

Allyson Smith:

good partner and add value in the future?

Allyson Smith:

walk us through the journey of how Flexibl will touch the lives of the customer

Allyson Smith:

making the payment, the merchant that is accepting the payment, the software

Allyson Smith:

provider that is enabling all of that, how Flexibl is managing that piece of it

Allyson Smith:

to the time that the merchant gets their money and the software reconciles, it.

Allyson Smith:

Walk us through that full journey so we can understand , What that feels like.

Allyson Smith:

Yeah.

Allyson Smith:

For sure.

Allyson Smith:

So speaking again, I guess in the, from the consumer side, we want to

Allyson Smith:

make it as seamless as possible.

Allyson Smith:

So they, when they're registering for an activity to have all of the

Allyson Smith:

payment functionalities, as they see it and it be the software,

Allyson Smith:

making it as seamless as possible.

Allyson Smith:

So whether they're registering, whether it be subscriptions or installments

Allyson Smith:

or just a regular checkout that be as seamless as possible, whether they're

Allyson Smith:

looking to do card present or card, not present, all those offers should be on

Allyson Smith:

the table for the software to be able to provide when you're talking about

Allyson Smith:

the software itself, but we want to make sure that their journey is easy.

Allyson Smith:

So whether they're looking and they're new to the space , how do we get them

Allyson Smith:

to a point where it's more embedded and more invisible in terms of what they're

Allyson Smith:

doing, and cater that approach with them and work with them on that journey.

Allyson Smith:

. Reporting and reconciliation it for sure, depends on where they are within that

Allyson Smith:

payment journey and how embedded they are.

Allyson Smith:

But we want to be able to say, okay, you are on this journey.

Allyson Smith:

We're either going to provide you the reports that you need for your

Allyson Smith:

merchants, that they understand.

Allyson Smith:

What's being reconciled when it's being reconciled, what it's attached

Allyson Smith:

to and where the correct APIs and helping them embed that within the

Allyson Smith:

reporting and reconciliation, excuse me, that they're offering within or

Allyson Smith:

that they have within the software.

Allyson Smith:

So . It's really about like that handholding process, depending on where

Allyson Smith:

they are within their own journey of payments making it seamless for them.

Allyson Smith:

And then adding on value adds in the future in making it

Allyson Smith:

as easy as possible for them.

Tedd Huff:

Fantastic.

Tedd Huff:

I love it.

Tedd Huff:

And I know I've mentioned this a couple of times, but I love how specific

Tedd Huff:

you've gotten how you're leveraging technology that exists in the marketplace

Tedd Huff:

to accelerate the delivery of this.

Tedd Huff:

It's super important that you've done these things because a lot of times

Tedd Huff:

software companies will promise a lot of things to deliver, but then fall

Tedd Huff:

down when it comes time to execute and actually bring it to market.

Tedd Huff:

The way that you've approached it.

Tedd Huff:

Allows you to provide that value a lot faster and a lot easier.

Tedd Huff:

I want to commend you on that and then, and thank you for joining today.

Tedd Huff:

Is there anything that you want to share with the audience?

Allyson Smith:

If I were to share one last thing is that, in terms of my

Allyson Smith:

journey within the payments world.

Allyson Smith:

I see it as just trying to make things more approachable, seeing payments

Allyson Smith:

in a different perspective, seeing it through the eyes of the software.

Allyson Smith:

It's the future of, vertical, specific software is where payments needs to

Allyson Smith:

be able to help them grow and be the behind the scenes partner offer specific

Allyson Smith:

things to help accelerate that growth.

Tedd Huff:

Alison, thank you so much for taking time out

Tedd Huff:

to go through this with us.

Tedd Huff:

We really appreciate it.

Tedd Huff:

Look forward to all the things that Flexibl is working on, and can't wait to

Tedd Huff:

have you on again when we start to dive into the analytics side of the house.

Allyson Smith:

Thanks a lot, Tedd.

Allyson Smith:

Thanks a lot for having me on.

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