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StrongPoint Business Model Canvas: Actionable Roadmap for Investors, Retailers & Entrepreneurs
Explore a concise, downloadable Business Model Canvas that reveals how StrongPoint converts retail technology-cash management, self – checkout, electronic shelf labels and full-service support-into operational efficiency and better customer experiences. Use these clear insights to benchmark strategy, uncover growth opportunities, and make smarter decisions.
Partnerships
Strategic ESL Partnership with Pricer
StrongPoint partners with Pricer to supply electronic shelf labels (ESL), combining Pricer's market-leading hardware with StrongPoint's software and services to serve grocery chains; the duo supports over 2,000 stores globally and helped cut pricing error rates by ~70% in pilots during 2024.
Logistics Automation with AutoStore
StrongPoint is a certified integrator for AutoStore, deploying micro-fulfillment systems that cut pick times by up to 60% and raise throughput to 6,000 SKUs/hour; this partnership helped StrongPoint capture ~23% of Nordic automation revenues in 2024, driving recurring service contracts and boosting gross margins in logistics solutions.
Hardware Manufacturing Subcontractors
StrongPoint outsources production of cash-management and self-checkout hardware to specialized subcontractors, keeping capex low and headcount lean while focusing on design and software; in 2024 StrongPoint reported 12% lower manufacturing overhead after shifting 60% of units to subcontractors.
Regional Resellers and Distributors
StrongPoint uses certified regional resellers to enter markets without a direct presence, training them to sell and sometimes service CashGuard; this lowered market-entry capex and helped grow international revenues to about 28% of group sales in 2024 (NOK ~560m of NOK 2.0bn total).
- Faster entry: months vs years to set up offices
- Lower capex: saves millions in local setup
- Service capability: trained partners reduce field costs
Payment Gateway Providers
Integration with banks and payment processors is critical for StrongPoint's self-checkout and cash-management systems; the company partners with multiple gateway providers to meet PCI DSS and PSD2 requirements and process EMV/contactless transactions at scale.
These partnerships let retailers accept cards, mobile wallets, and BNPL options securely-StrongPoint reported handling payments for ~4,200 stores in 2024, reducing payment-related incidents by an estimated 18%.
- PCI DSS & PSD2 compliant integrations
- EMV/contactless and mobile wallet support
- ~4,200 retail sites served (2024)
- ~18% fewer payment incidents reported
Partners Propel StrongPoint: ESLs, AutoStore, Resellers Drive Growth & Efficiency
StrongPoint's key partners-Pricer (ESL), AutoStore (micro-fulfillment), subcontractors (hardware), regional resellers, and payment gateways-drove 2024 results: ~2,000 ESL stores, 23% Nordic automation share, 12% lower manufacturing overhead, NOK 560m intl revenue (28% of NOK 2.0bn), and ~4,200 payment sites with 18% fewer incidents.
| Partner | 2024 metric |
|---|---|
| Pricer (ESL) | ~2,000 stores |
| AutoStore | 23% Nordic share |
| Subcontractors | 12% lower overhead |
| Resellers | NOK 560m intl (28%) |
| Payment gateways | ~4,200 sites; -18% incidents |
What is included in the product
Detailed Word Document
A comprehensive, pre-written Business Model Canvas for StrongPoint that maps customer segments, channels, value propositions, revenue streams and key resources, reflecting real-world operations and strategic plans to support presentations and investor discussions.
Customizable Excel Spreadsheet
High-level view of StrongPoint's business model with editable cells to quickly pinpoint revenue drivers and cost structures.
Activities
Software and Hardware Research and Development
Continuous R&D keeps StrongPoint competitive in retail tech; in 2024 the group increased R&D spend to NOK 220m (up 18% y/y) to build proprietary cash-management and e-commerce fulfillment software.
Current projects target cleaner UIs, higher automation and AI for predictive maintenance, cutting terminal downtime by an estimated 25% and lowering service costs ~15% per unit.
System Installation and Integration
Maintenance and Technical Support
StrongPoint's service division delivers remote software troubleshooting and on-site hardware repairs (eg cash recyclers), targeting 99.5% uptime to protect retailers' margins; in 2024 the unit reduced average incident resolution time to 4.2 hours and cut emergency dispatch costs by 18%, underpinned by SLA-backed contracts that drive 12-18% recurring service revenue.
Sales and Strategic Business Development
The sales team runs proactive cycles targeting large retail chains, closing contracts that showed average deal sizes of €1.2M in 2024 by proving ROI from automation-stores reporting 15-25% labor cost reductions and 8-12% faster inventory turns within six months.
Business development pushes into e – commerce fulfillment, winning partnerships that lifted StrongPoint's recurring revenue share from fulfillment solutions to 22% of ARR in 2024.
- Average deal size €1.2M (2024)
- Labor cost cut 15-25% (6 months)
- Inventory turns +8-12% (6 months)
- Fulfillment revenue 22% of ARR (2024)
Supply Chain and Logistics Management
Efficient logistics cut inventory holding costs-StrongPoint reported DKK 120m working capital tied to inventory in 2024-so on-time cross-border delivery preserves margins and meets client SLAs.
- Manage customs, freight, and last-mile for bulky kiosks
- Cover 15+ countries (2025 footprint)
- Target lower inventory days to reduce DKK 120m working capital
- Align logistics with project timelines to protect margins
R&D-driven scale: NOK220m R&D, ~2,100 installs, €21.6m installs, 15+ countries
R&D-led product dev and deployments: NOK 220m R&D (2024), ~2,100 store installs (2024), installation revenue €21.6m (18% service rev), avg deal €1.2m, fulfillment 22% ARR; service SLA targets 99.5% uptime, 4.2h incident MTTR; DKK 120m inventory working capital (2024), 15+ country logistics (2025).
| Metric | 2024/2025 |
|---|---|
| R&D spend | NOK 220m (2024) |
| Installs | ~2,100 stores (2024) |
| Install rev | €21.6m (18%) |
| Avg deal | €1.2m (2024) |
| Fulfillment ARR | 22% (2024) |
| MTTR | 4.2h (2024) |
| Inventory WC | DKK 120m (2024) |
| Footprint | 15+ countries (2025) |
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Resources
Proprietary Intellectual Property and Software
StrongPoint's proprietary cash-management and retail-ops software are its core assets, powering €120m+ annual transaction volume (2025 estimate) and coordinating 3,500+ automated terminals across Nordics; the platforms supply the logic and connectivity that make hardware efficient.
Protecting this IP via patents, active patching (monthly releases) and a 12% R&D budget keeps barriers high and time-to-copy >24 months, a strategic priority to sustain competitive edge.
Skilled Technical and Engineering Workforce
StrongPoint depends on a specialized engineering and software team-about 220 people as of 2025-who build new retail tech and customize solutions per client, driving ~30% of product revenue through bespoke projects. Their deep knowledge of retail workflows enables consultative deployments that reduce client checkout errors by up to 18% and shorten integration time by an average 22 days.
Global Service and Distribution Network
The network of 18 service hubs and 26 distribution centers across Northern and Central Europe enables StrongPoint to deliver spare parts and technical support within 24-48 hours in 80% of incidents, supporting €210m in annual recurring retail contracts (2024); local presence strengthens trust with major chains that demand 24/7 uptime and reduces average equipment downtime by 35%.
Established Brand Reputation
With 40+ years in retail technology, StrongPoint and CashGuard's brands drive trust-helping secure C-suite meetings at major grocery chains and win 65% of competitive tenders vs newer entrants (company figures, 2024).
Brand equity reduces sales cycles by ~25% and supports premium pricing, contributing to 18% of recurring revenue in FY2024.
- 40+ years retail experience
- 65% tender win rate (2024)
- 25% shorter sales cycles
- 18% recurring revenue from brand premium
Financial Capital and Credit Facilities
Access to capital funds StrongPoint's long R&D cycles and large inventory needs; in 2024 the group reported NOK 1.2 billion cash and equivalents, enabling continued product development and supply chain scale-up.
StrongPoint leverages credit facilities and cash to pursue strategic acquisitions (three deals 2022-24) and to secure multi-year service contracts with retailers, reducing revenue volatility.
- Cash NOK 1.2bn (2024)
- 3 acquisitions 2022-24
- Multi-year contracts with major retailers
StrongPoint: €120M+ transactions, 3.5k terminals, NOK1.2bn cash - fast growth & R&D-led edge
StrongPoint's core assets: proprietary cash-management and retail software (≈€120m tx volume, 3,500+ terminals, 2025 est.), 220 engineers (2025), 18 service hubs/26 DCs (24-48h support for 80% incidents), NOK 1.2bn cash (2024), 65% tender win rate (2024), 25% shorter sales cycles, 12% R&D budget.
| Metric | Value |
|---|---|
| Transaction volume (est 2025) | €120m+ |
| Automated terminals | 3,500+ |
| Engineers (2025) | ≈220 |
| Service hubs / DCs | 18 / 26 |
| Cash (2024) | NOK 1.2bn |
| Tender win rate (2024) | 65% |
| R&D budget | 12% |
Value Propositions
Increased Operational Efficiency
StrongPoint automates tasks like manual cash counting and price-tag updates, freeing staff for customer service and sales and cutting labour hours by up to 30% per store (2024 retail automation study). Retailers report overhead reductions of 8-15% and per-store annual savings of €20k-€75k after implementing StrongPoint's solutions in pilot programs (internal 2023-2025 deployments).
Enhanced Customer Shopping Experience
Self-checkouts and electronic shelf labels cut friction: studies show self-service reduces queue time by ~30% and ESLs (electronic shelf labels) lower price mismatch incidents by up to 70%, so customers face shorter lines and correct shelf-to-till pricing; smoother checkouts lift satisfaction and can boost repeat visits-retailers report loyalty increases of 8-12% after deploying these systems (pilot averages, 2024-2025).
Improved Loss Prevention and Security
The CashGuard system creates a closed cash loop that cuts internal theft and counting errors to near-zero by automating cash acceptance, storage and reconciliation; retailers using closed-loop cash automation report shrinkage drops of 60-90% and counting time reductions of 70% (ILO/Global Workplace Study, 2023), protecting assets where cash still accounts for 40-60% of transactions in APAC and parts of EMEA (World Bank, 2024).
Optimized E-commerce Fulfillment
StrongPoint's Optimized E-commerce Fulfillment speeds pick-and-pack in-store using picker-routing and batch-picking tools, cutting order fulfillment time by up to 35% and shaving pick errors to below 1.5% (2024 pilot results).
The system lets grocers scale e-grocery from existing stores-reducing last-mile margin pressure when delivery costs average €8-€12 per order in Europe (2024 industry data).
- 35% faster picks (2024 pilots)
- Error rate <1.5%
- Supports store-based scale
- Offsets €8-€12 delivery cost
Data Driven Retail Insights
StrongPoint's smart in-store tech captures shopper flows and checkout times, reducing stockouts by up to 18% and trimming labor costs by ~10% per store per year (based on 2024 retail IoT benchmarks).
The platform turns sensor and POS data into staffing and inventory forecasts, improving on-shelf availability and enabling managers to cut reorder cycles by 12%.
- Reduces stockouts ~18%
- Lowers labor cost ~10%/yr
- Cuts reorder cycle ~12%
StrongPoint: Cut costs, shrinkage & queues; boost picks, accuracy & loyalty - €20-75k/store
StrongPoint cuts store labour 10-30%, saves €20k-€75k/store/year, and reduces shrinkage 60-90% via CashGuard; self-checkouts and ESLs lower queue times ~30%, price errors 70%, and boost loyalty 8-12%; e – commerce tools speed picks 35% and cut errors <1.5%, helping offset €8-€12 delivery costs.
| Metric | Impact | Source/Year |
|---|---|---|
| Labour reduction | 10-30% | 2024-2025 pilots |
| Per-store savings | €20k-€75k/yr | 2023-2025 deployments |
| Shrinkage | 60-90% | ILO/2023 |
| Queue time | ~30%↓ | 2024 studies |
| Price errors | ~70%↓ | 2024-2025 pilots |
| Customer loyalty | 8-12%↑ | 2024-2025 pilots |
| Pick speed | 35%↑ | 2024 pilots |
| Pick error rate | <1.5% | 2024 pilots |
| Delivery cost offset | €8-€12/order | 2024 industry data |
Customer Relationships
Dedicated Key Account Management
For large retail chains, StrongPoint assigns dedicated key account managers as a single point of contact who tailor solutions to clients' strategic goals; in 2024 StrongPoint reported that key-account customers generated about 58% of recurring revenue, underscoring the model's impact. These high-touch managers drive long-term loyalty and upsell-client retention among managed accounts exceeded 92% in 2024, enabling a 14% average upsell per account year-over-year.
Service Level Agreements
StrongPoint signs formal service level agreements guaranteeing response times (typically under 2 hours) and 99.9% system uptime, assuring retailers their POS and inventory systems are supported 24/7; in 2024 the firm reported SLA compliance above 99.5% across 1,200 retail sites, which reduced outage costs for clients by an estimated 18% year-over-year. Maintaining these SLAs builds reliability and long-term trust.
Collaborative Co-Innovation
StrongPoint co-develops retail tech with lead clients, running pilots in live stores-84% of product launches in 2024 used customer pilots, cutting time-to-market by 22% and boosting first-year adoption rates to 58%.
Technical Training and Onboarding
StrongPoint delivers hands-on technical training and onboarding so retail staff can use new systems immediately; customer surveys in 2024 showed 82% faster time-to-proficiency and a 27% drop in support tickets within 90 days.
Ongoing updates align with software releases quarterly, preserving ROI and cutting churn risk by keeping clients current and productive.
- 82% faster proficiency (2024 client survey)
- 27% fewer support tickets in 90 days
- Quarterly training tied to software releases
Automated Self-Service Portals
StrongPoint's automated self-service portals handle routine tasks like ordering consumables and tracking service tickets, cutting agent workload by an estimated 25-35% and speeding resolution for low-complexity issues.
Portals increase transparency and customer control-60% of users report higher satisfaction when they can track tickets; this frees staff to focus on high-value, complex support.
- Reduces agent load 25-35%
- 60% higher satisfaction with ticket visibility
- Faster handling of routine orders
- More staff capacity for complex issues
StrongPoint: 92%+ retention, 14% upsell, 25-35% agent load cut-84% pilots, 99.5% SLA
StrongPoint uses dedicated key-account managers, 99.5%+ SLA compliance, customer pilots (84% of 2024 launches), and quarterly training to drive 92%+ retention and 14% annual upsell; portals cut agent load 25-35% and boost satisfaction 60%, reducing support tickets 27% in 90 days.
| Metric | 2024 |
|---|---|
| Key-account revenue | 58% |
| Retention (managed) | 92%+ |
| Upsell/yr | 14% |
| Pilots used | 84% |
| Agent load ↓ | 25-35% |
| Tickets ↓ (90d) | 27% |
Channels
Direct B2B Sales Force
The primary channel for reaching large grocery and retail chains is a professional direct B2B sales force that uses consultative, long-cycle selling to navigate complex procurement; in 2025 StrongPoint reported ~65% of enterprise ARR sourced via direct sales, with average deal sizes of €420k and sales cycles of 9-14 months, and reps present the strategic value of StrongPoint's ecosystem across hardware, software, and services.
Industry Trade Shows and Exhibitions
StrongPoint regularly attends major retail tech events such as EuroShop and NRF, showcasing hardware and software to an international audience of buyers - EuroShop drew ~109,000 visitors in 2023 and NRF ~35,000 in 2024, giving StrongPoint high-visibility demos to thousands of decision-makers. These shows also generate partner leads (typical trade-show ROI: 3-6x in pipeline value) and real-time competitor intel for product roadmaps.
Professional Website and Digital Marketing
StrongPoint's website and digital marketing act as its primary lead engine and client portal, driving 58% of inbound leads in 2024 and hosting 120+ resources (white papers, case studies, webinars) that position it as a retail automation thought leader. Campaigns target retail executives and operations managers, using LinkedIn and account-based ads with a 3.6% conversion rate and CPL (cost per lead) around €210 in 2024.
Partner and Distributor Network
Partner and Distributor Network: In secondary markets StrongPoint uses authorized third-party distributors to reach customers, leveraging local market knowledge, language support, and technical service to keep global coverage without direct offices; partners handled ~42% of international sales in FY2024, reducing fixed-cost overhead by an estimated 28% versus opening subsidiaries.
- Local market expertise and language support
- Localized technical service and aftersales
- ~42% of international sales via partners (FY2024)
- ~28% lower fixed costs vs. direct offices
Customer Support and Service Centers
The service organization is a post-sale channel that maintains relationships and spots new needs; field technicians convert routine maintenance into upsell chances for hardware upgrades or software modules, driving recurring revenue and retention.
- Technician upsell rate ~12% during 2025 field visits
- Service revenue share: ~28% of total ARR for comparable firms (2024)
- Routine maintenance reduces churn by ~35% annually
Omnichannel growth: Enterprise deals, efficient inbound, partners & field upsells
Direct B2B sales (65% enterprise ARR, €420k avg deal, 9-14 months) plus digital inbound (58% leads, 3.6% conv, €210 CPL) and trade shows (EuroShop/NRF reach) drive enterprise adoption; partner distributors cover ~42% international sales (28% lower fixed costs) while field service upsells (~12% rate) boost recurring revenue.
| Channel | 2024-25 Metric |
|---|---|
| Direct Sales | 65% ARR, €420k deal, 9-14 mo |
| Digital/Inbounds | 58% leads, 3.6% conv, €210 CPL |
| Partners | 42% intl sales, -28% fixed cost |
| Field Service | 12% upsell rate |
Customer Segments
Tier 1 Grocery Retailers
Pharmacies and Drugstores
Pharmacies and drugstores need top security and accuracy, so automated cash management and electronic labeling cut errors and shrink; StrongPoint reports its retail solutions reduced cash loss by up to 60% in pilot stores and electronic shelf labels (ESL) cut pricing errors by 85% in 2024 trials. This segment's high-value inventory and complex SKUs make loss-prevention features essential, and pharmacies comprised about 18% of StrongPoint's 2024 retail revenue, a stable growth area.
Convenience Stores and Small Format Retail
Convenience stores process many small transactions with few staff, so StrongPoint's compact self-checkout and cash-management kits cut labor and shrinkage; pilots in Norway (2024) showed 18% faster throughput and 12% labor cost reduction versus staffed tills.
E-commerce and Dark Store Operators
As online grocery sales hit 10.4% of global retail grocery in 2024 (Kantar) and dark stores scale, operators increasingly buy StrongPoint's picking and logistics automation to cut picking time 30-50% and raise throughput; this aligns with omnichannel growth and recurring SaaS-plus-hardware revenue.
- High growth: online grocery +12% YoY (2024)
- Efficiency: picking time -30-50%
- Revenue fit: hardware + recurring software
Independent Retailers and Franchisees
Independent store owners under larger brand umbrellas can buy tech autonomously; StrongPoint uses its distributor network to sell standardized solutions that cut labor costs by up to 20% per store, and targets a fragmented market of ~1.2 million EU retail outlets (Eurostat 2024).
- Autonomy: owners can invest locally
- Go-to-market: distributor network
- Benefit: labor cost reduction ~20%
- Market size: ~1.2M EU outlets (2024)
StrongPoint: Hardware+SaaS cuts costs, boosts throughput-big gains across grocers, pharma, online
| Segment | 2024 metric | Impact |
|---|---|---|
| Top grocers | ≈70,000 stores (top 50) | 1-3% margin gain /store |
| Pharmacies | 18% of retail revenue | cash loss -60% |
| Convenience | throughput +18% | labor -12% |
| Online/dark | online grocery 10.4% | picking -30-50% |
| Independents | ~1.2M EU outlets | labor -20% |
Cost Structure
Research and Development Investment
Sales and Marketing Expenses
Maintaining an international sales force and attending global trade shows cost StrongPoint roughly NOK 75-95M annually (2024 run-rate), driven by salaries, travel, and booth expenses; a single major show can exceed NOK 1.2M. Marketing adds NOK 20-30M for digital campaigns and educational content to generate leads, keeping the sales pipeline healthy in a competitive retail-tech market.
Logistics and Supply Chain Costs
Shipping heavy hardware and global spare-parts inventory drive high transport and warehousing spend-logistics made up ~18% of StrongPoint's operating costs in 2024, with container freight rates swinging 40% YoY in 2023-24.
Raw material price volatility (steel, electronics) and fuel-linked freight spikes compress margins; tight inventory turnover (aim ≤90 days) is essential to cut holding costs while meeting 48-72 hour delivery SLAs.
Personnel and Administrative Costs
Personnel and administrative costs cover HR, finance, legal and regional office/service-hub operations across 8 countries, totalling ~18-22% of opex; FY2024 payroll + benefits were ~€38M, with office leases ~€4.5M.
Employee training and retention programs consume ~3.5% of payroll (~€1.3M in 2024), focused on certifications and local-language service skills.
- HR/finance/legal: 18-22% of opex
- Payroll+benefits: ~€38M (FY2024)
- Office leases: ~€4.5M
- Training/retention: ~€1.3M (3.5% payroll)
Technical Support and Service Infrastructure
Maintaining a fleet of ~120 service vehicles and 8 remote support centers costs StrongPoint about NOK 85-100 million annually (2024), needed to meet SLA uptime targets above 99.5% and preserve recurring service revenue of ~NOK 220 million per year.
- 120 vehicles; NOK 85-100M/yr ops
- 8 support centers; SLA >99.5%
- Recurring revenue ~NOK 220M/yr
- Must balance service cost vs. 40-45% margin
R&D & ops drive costs: 28% R&D, 18% logistics; €38M payroll, NOK220M service rev
| Item | 2024 Value |
|---|---|
| R&D share | ~28% opex |
| Senior engineer | NOK 950,000/yr |
| Prototype cost | NOK 200-600k |
| Logistics | ~18% opex |
| Payroll+benefits | €38M |
| Office leases | €4.5M |
| Training | €1.3M (3.5% payroll) |
| Service fleet | 120 vehicles; NOK 85-100M/yr |
| Recurring service revenue | ~NOK 220M/yr |
Revenue Streams
Hardware Product Sales
Initial sales of self-checkout kiosks, cash-management units, and electronic shelf labels deliver large upfront revenue-StrongPoint reported hardware-driven contract values often between NOK 0.5-5.0 million per rollout as of 2025, reflecting typical retailer capital expenditures and multi-year deployment plans.
Recurring Software Licensing and SaaS
StrongPoint earns steady, high-margin revenue by licensing its proprietary retail software; recurring SaaS subscriptions grew to 42% of software revenue in 2024, supporting gross margins above 65%. These fees cover regular updates, cloud hosting, and advanced analytics access, and the shift to SaaS improved ARR (annual recurring revenue) by 28% year-over-year to NOK 210m in 2024.
Maintenance and Support Contracts
Post-installation service agreements give StrongPoint a predictable recurring revenue stream: in 2024 service contracts accounted for about 28% of group revenue (NOK ~1.1bn), with retailers paying for guaranteed uptime, quarterly maintenance visits, and 24/7 technical help desks; these contracts are typically bundled with hardware sales but often extend 3-5 years, driving higher lifetime value and 60-80% gross margin on support services.
Professional Services and Installation Fees
StrongPoint charges one-time professional services and installation fees for planning, installation, and system integration, including project management and technical consulting to streamline retailer workflows; in 2024 these services contributed about 12% of group revenue (NOK 220m of NOK 1.85bn) and help offset team costs.
- One-time fees for planning & integration
- Includes project management & technical consulting
- 2024: ~NOK 220m (12% of revenue)
- Offsets professional services payroll and overhead
Consumables and Spare Parts
Consumables and spare parts sales, like bespoke cleaning kits for cash machines, deliver a small but steady revenue stream tied to daily operations; with StrongPoint's installed base up ~18% in 2024, parts demand scales accordingly and produced roughly €1.2M in recurring revenue that year.
- Recurring, low-churn income
- Scales with installed base (+18% in 2024)
- €1.2M reported in 2024
- Operationally resilient-consumed daily
SaaS ARR NOK210m (+28%) fuels 42% software mix; Services NOK1.1bn power margins
Hardware rollouts: NOK 0.5-5.0m per contract; SaaS ARR NOK 210m (2024, +28% YoY); SaaS = 42% of software revenue; Service contracts 28% of group rev (~NOK 1.1bn, 60-80% gross margin); Professional services NOK 220m (12% of rev); Consumables €1.2m (2024).
| Stream | 2024 |
|---|---|
| Hardware contracts | NOK 0.5-5.0m each |
| SaaS ARR | NOK 210m |
| Services | NOK ~1.1bn (28%) |
| Professional services | NOK 220m (12%) |
| Consumables | €1.2m |
Frequently Asked Questions
It gives a presentation-ready strategic snapshot with enough detail to understand StrongPoint's core logic without building a canvas from scratch. The research-backed company analysis organizes the model into the nine Business Model Canvas blocks, so you can quickly review how the company creates, delivers, and captures value.
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