The Potency Guide to Thca Flower
The Potency Guide to THCA Flower: How Serious Buyers Judge Strength & Quality
If you’re shopping for premium hemp-derived THCA flower online, “high potency” is probably at the top of your wish list. But the label number alone doesn’t tell the whole story. True strength is a blend of cannabinoid percentage, terpene profile, indoor cultivation standards, cure quality, freshness, and honest lab testing.
This guide is written for buyers who want more than marketing buzzwords. We’ll walk through how to read potency data like an expert, what actually makes THCA flower feel strong, and how to separate top-shelf indoor buds from average offerings—before you ever click “add to cart.”
What Potency Really Means With THCA Flower
Most product pages highlight one big number: THCA percentage. That figure matters, but potency is more layered than a single value on a label.
Potency Starts With THCA, Not Delta-9 THC
Hemp-derived THCA flower is bred and grown to be rich in tetrahydrocannabinolic acid (THCA), the non-intoxicating precursor to delta-9 THC. In its raw form, THCA doesn’t produce the classic “high.” When you apply heat—through smoking, vaping, or baking—THCA converts to delta-9 THC through decarboxylation.
Because this conversion is expected, THCA percentage is the main indicator of potential strength in flower that will be smoked or vaped. Legally, hemp-derived THCA products still must meet the federal requirement of <0.3% delta-9 THC by dry weight, but the THCA content itself can be much higher.
Potency Is a Formula, Not a Single Number
For experienced buyers, “strong flower” is the sum of several factors working together:
- THCA percentage: Sets the upper limit for how strong the flower can be when heated.
- Terpene profile: The mix and ratio of terpenes can significantly change how that potency feels.
- Indoor grow quality: Controls consistency, resin production, and density of trichomes.
- Cure and dry: Governs smoothness, flavor, and whether potency is preserved or degraded.
- Freshness and storage: Determines how much THCA and terpene content you actually experience at home.
- Honest lab testing: Confirms what’s really in the jar, not just what the marketing copy claims.
Focusing solely on the headline percentage and ignoring these other layers is one of the fastest ways to overpay for mid-tier flower.
THCA Percentages Explained: How High Is “High”?
When you’re looking at hemp-derived THCA flower, you’ll see different cannabinoid totals reported on Certificates of Analysis (COAs). Understanding what each number means gives you a big advantage as a buyer.
Key Cannabinoid Numbers on THCA Flower
- THCA: The primary potency driver for flower that will be heated.
- Delta-9 THC: Must remain within federal and applicable state hemp limits.
- CBD / CBGA / minor cannabinoids: Don’t usually dominate but can subtly influence experience.
For shopping purposes, THCA percentage is your main benchmark, with delta-9 THC used to confirm compliance.
Potency Ranges You’ll Commonly See
Exact numbers vary by cultivar and grower, but online you’ll typically encounter ranges that fall roughly into these bands:
- Low to mid potency: Around the teens in THCA percentage.
- Mid-high potency: Into the low–mid 20s.
- Top-shelf potency: Often in the mid-20s or higher for well-grown indoor exotic strains.
Again, these are broad zones, not strict rules. A 22% THCA flower with a rich, dialed-in terpene profile can feel more “complete” than a 27% batch that’s dry, harsh, and poorly cured. Potency should be read alongside terpene content, grow method, and how the buds look and smell.
Indoor vs. Outdoor: Why Grow Method Impacts Perceived Strength
Even when two strains share a similar THCA percentage, indoor flower and outdoor flower can feel very different. That’s because potency is closely tied to trichome density, terpene preservation, and environmental control.
Why Serious Buyers Gravitate to Indoor THCA Flower
Premium indoor cultivation gives growers tight control over light intensity, humidity, temperature, airflow, and nutrients. Done properly, that control delivers:
- Denser buds: More mass in a smaller volume often correlates with better resin production.
- Heavier trichome coverage: Those frosty, sparkling heads are where THCA and terpenes live.
- Refined terpene expression: Controlled environments help bring out the character of each strain.
- Batch consistency: Easier to repeat the same quality level across harvests.
For hemp-derived THCA flower, indoor runs are usually the ones marketed as “exotics” or “top-shelf.” They typically come with a higher price tag, but the experience—from aroma to flavor to perceived strength—tends to justify it for buyers seeking the best.
Greenhouse and Outdoor: Strength vs. Value
Outdoor and greenhouse-grown THCA flower can still be quite potent, especially in the right climate and with experienced growers. You may see:
- Lower price per gram: Less overhead than fully controlled indoor facilities.
- More variation: Weather patterns and seasonal shifts can affect outcomes.
- Slightly looser structure: Buds may be less dense with fewer stacked trichomes.
For buyers chasing the highest expression of potency and flavor in hemp-derived THCA, indoor flower remains the benchmark. Greenhouse and outdoor can be solid options if you’re prioritizing budget and are willing to accept more batch-to-batch variability.
Reading Trichome Coverage Like a Pro
Trichomes are the tiny, crystal-like structures that coat quality cannabis and hemp flowers. They’re the factories where THCA, terpenes, and other cannabinoids are produced and stored.
What Frosty Buds Tell You About Potency
On high-end indoor THCA flower, you’re looking for:
- Uniform frost: A consistent coating of cloudy or milky trichomes across the bud surface.
- Intact heads: Under magnification, you’d see mushroom-shaped glands with bulbous tops, not just bare stalks.
- Sticky texture: Handling the bud should leave a slight tacky feel, indicating rich resin.
While photos on product pages are not the same as holding the bud, high-resolution images can still give you clues. Look for macro shots that reveal the trichome layer, not just staged lifestyle visuals. If all photos are distant or heavily filtered, that’s a subtle red flag.
When Heavy Frost Isn’t the Whole Story
It’s possible for a flower to look frosty but still disappoint if:
- The batch was over-dried, causing terpene loss and a flat nose.
- The cure was rushed, leading to harsh smoke despite good surface resin.
- The flower sat too long on a shelf, degrading THCA and terpenes over time.
Use trichome coverage as one piece of the potency puzzle, always in combination with aroma, cure quality, and the lab report.
Terpene Profile & Aroma Intensity: The Hidden Side of Potency
Two strains can test at similar THCA percentages and feel completely different. The missing piece is almost always the terpene profile.
Why Terpenes Matter for Perceived Strength
Terpenes are aromatic compounds found in hemp, cannabis, and many other plants. They shape flavor and aroma, but they also play a role in how you subjectively experience potency.
Common terpenes you’ll see on THCA flower COAs include:
- Myrcene: Earthy, musky; often associated with rich, dense strains.
- Limonene: Bright citrus notes; can feel uplifting and sharp.
- Caryophyllene: Peppery, spicy; adds depth and bite.
- Linalool: Floral, lavender-like; contributes to a smoother aromatic profile.
- Pinene: Piney and fresh; gives a crisp edge to the nose.
Flower that smells loud and complex usually reflects a healthy terpene load. Because terpenes evaporate more easily than cannabinoids, they’re highly sensitive to poor curing and bad storage—so aroma intensity is a direct freshness signal.
Judging Aroma Through the Screen
You can’t smell online listings, but you can still make educated guesses. Look for:
- Specific terpene descriptions: Notes like “gassy fuel nose with citrus peel and sweet cream” are more trustworthy than vague “smells great.”
- Strain lineage references: Calling out known parents like “GMO x Grape Pie” or “Gelato cross” suggests the brand is dialed into real genetics, not generic names.
- Terpene content in the lab report: A separate terpene panel is a strong quality signal.
Some strains—think “GMO,” “OG Kush”-inspired crosses, or classic gas-heavy hybrids—are renowned for loud, pungent noses. When matched with solid THCA numbers and careful cure, these often feel considerably more “potent” than their lab percentages alone might suggest.
Cure Quality: The Overlooked Potency Factor
Even the most resinous indoor harvest can underperform if the cure is rushed. Curing is the slow, controlled process after drying where chlorophyll breaks down, moisture equalizes, and aromatics mature.
What a Proper Cure Does for THCA Flower
A well-executed cure:
- Preserves THCA and terpenes: Gentle handling and stable conditions prevent unnecessary degradation.
- Improves smoothness: Reduced chlorophyll and residual plant compounds mean less throat bite.
- Deepens flavor: Aromas integrate and sharpen, much like a wine aging period.
Potency isn’t just how hard a strain hits in the first two puffs; it’s how cleanly and consistently it delivers that strength across the entire session. Poorly cured flower can feel “sharp” or one-dimensional even with impressive lab results.
Buyer Clues for Good vs. Bad Cure
Without touching the flower, you can still read some signals:
- Look for hand-trimmed, slow-cured language: Brands that emphasize these processes are usually putting in real work post-harvest.
- Avoid “hay” or “grass” notes in reviews: These often indicate rushed dry/cure and underdeveloped aroma.
- Check moisture comments: Consistently described as “fresh but not wet,” “sticky but burns clean,” or “breaks down nicely” is what you want.
If every review mentions harshness or “tastes like nothing,” the cure likely failed, regardless of THCA values.
Freshness, Storage, and How Potency Fades Over Time
Even elite indoor flower eventually loses its edge. Oxygen, heat, light, and time slowly degrade THCA and terpenes. The result is weaker aroma, duller flavor, and a flatter overall experience.
How Retail Practices Affect Your Experience
Two jars of the same batch can reach you in very different condition depending on how the brand handles storage and turnover:
- Packaging choices: Opaque, airtight jars or mylar bags with proper seals do a much better job preserving freshness than thin, clear plastic.
- Batch dates: Look for harvest or packaging dates when available. Very old inventory is rarely your best value, even at a discount.
- Climate control: Serious operators keep bulk flower in cool, dark, low-light environments until it’s packaged.
Reputable brands are increasingly transparent about these details because experienced buyers are paying close attention to freshness.
Storing Your THCA Flower at Home
Once it arrives, potency and terpene preservation are in your hands. To keep your hemp-derived THCA flower at its best:
- Use airtight glass: Jars with solid seals beat constantly opening the original bag, especially once it’s been cut.
- Avoid heat and sunlight: Store in a cool, dark cabinet or drawer, not a windowsill or car.
- Skip the fridge/freezer: Temperature swings and condensation can damage trichomes and introduce moisture issues.
- Minimize air exposure: Open jars only when needed and avoid leaving them uncapped.
Handled well, quality indoor THCA flower can maintain excellent aroma and perceived potency for a reasonable period. Handled poorly, it can become flat and underwhelming in weeks.
Comparing Potency Across Flower Types & Formats
Not all THCA flower is sold in the same form. Whole buds, smalls, and infused options each offer different tradeoffs in strength, cost, and experience.
| Format | Typical Use Case | Perceived Potency | Pros | Cons |
|---|---|---|---|---|
| Top-Shelf Indoor Whole Buds | Premium at-home sessions, connoisseur use | High, with strong terpene expression |
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| Smalls / Popcorn Nugs | Budget-conscious daily use | Medium to high, depending on batch |
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| Infused THCA Flower (e.g., with concentrates) | Experienced users seeking extra punch | Very high, can feel intense quickly |
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| Pre-rolls Made From THCA Flower | Convenient on-the-go use | Varies—depends on input flower and grind |
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For maximum control over potency and quality, many buyers prefer whole indoor buds from a trusted source, then decide case-by-case whether to add concentrates, roll their own, or use a dry herb vaporizer.
How Lab Testing & COAs Reveal Real Potency
The most reliable way to verify potency is through third-party lab reports, often called Certificates of Analysis (COAs). A strong THCA percentage backed by clean lab data is one of your strongest trust signals when shopping online.
What a Solid COA Should Include
When you open a COA linked from a product page, look for:
- Product identification: Strain name and batch/lot number matching what you’re buying.
- Potency panel: Cannabinoid profile showing THCA, delta-9 THC, and other cannabinoids.
- Compliance check: Confirmation that delta-9 THC is within hemp legal limits by dry weight.
- Testing lab information: Real lab name, contact details, and accreditation or licensing details where applicable.
- Collection and report dates: Reasonably recent testing for current batches.
Many top-shelf THCA flower offerings also include terpene panels and tests for residual solvents, pesticides, microbials, or heavy metals. These are major quality indicators, especially if you’re seeking a premium, clean product.
Red Flags When Reviewing Lab Reports
Be cautious if you notice:
- No COA at all: Selling potent hemp-derived products without public lab reports is a major warning sign.
- Mismatch between label and COA: Strain name, batch number, or numbers don’t line up.
- Obvious formatting anomalies: Reports that look heavily edited, incomplete, or missing lab identifiers.
- Outdated testing: A COA from long ago with no evidence of more recent batch testing.
Legitimate brands make their COAs easy to find and simple to verify. If you’re considering a premium indoor THCA flower purchase and can’t locate the batch’s lab report, it may be worth looking elsewhere.
Legal & Compliance Considerations for Potent THCA Flower
Hemp-derived THCA flower sits at the intersection of cannabis culture and hemp regulations. Potency is attractive, but it has to exist within a compliant framework.
Federal Hemp Definition & THCA
Under U.S. federal law, hemp is defined by its delta-9 THC content on a dry weight basis. For a THCA-rich flower product to qualify as hemp, its measured delta-9 THC level must remain within legal limits by dry weight at the time of testing.
Reputable hemp brands design their genetics and cultivation practices to meet this requirement and test their products accordingly. They also market their offerings as hemp-derived THCA flower rather than state-legal marijuana.
State-by-State Differences
Even if a product meets the federal definition of hemp, individual states may have their own rules around THCA and other hemp-derived cannabinoids. These can include:
- Restrictions on certain hemp cannabinoid products.
- Age requirements (commonly 21+ for intoxicating hemp derivatives).
- Limitations on shipping to or within the state.
As a buyer, it’s important to understand your local laws before ordering. Reputable retailers typically maintain a list of states they do or do not ship to and adjust offering availability accordingly.
Why Compliance Matters for Potency
Beyond legality, compliance-minded brands tend to take quality more seriously across the board. If a company is investing in:
- Regular third-party potency and safety testing.
- Transparent labeling that clearly distinguishes hemp-derived THCA flower from state-licensed marijuana.
- Age verification and responsible marketing practices.
…you’re more likely to see that same attention to detail reflected in their cultivation, cure, and handling—exactly the aspects that determine how potent and enjoyable their THCA flower feels.
Shopping Smart: How to Compare THCA Flower Potency Online
With dozens of options on your screen, comparing potency comes down to smart criteria and knowing what to prioritize. Use this practical approach when you’re deciding between strains and brands.
Step 1: Start with Verified THCA Content
Open the COA if it’s available, or at least review the stated THCA percentage:
- Eliminate any products without visible lab data.
- Shortlist options in the potency band that matches your tolerance and goals.
Once you have your shortlist, move beyond the numbers.
Step 2: Evaluate Indoor Quality & Visuals
Most premium indoor THCA flower will be marketed as such, and you should be able to see that difference:
- Look for dense, well-structured buds: Not airy or leafy.
- Check for visible trichome frost: Even in photos, you should see crystal-like coverage.
- Hand-trim mentions: Hand-trimmed buds typically retain more trichome heads than aggressive machine trim.
If all product photos are heavily stylized or avoid close-ups, keep that in mind when assessing trust.
Step 3: Use Aroma and Terpene Clues
A potent strain that’s described in detail is more likely to have a well-developed terpene profile. Side-by-side, you might see language like:
- Example A: “Strong citrus and fuel nose with underlying cream; dominant in limonene and caryophyllene.”
- Example B: “Smells good, hits hard.”
Example A gives you more confidence that the brand is paying attention to the aromatic character and providing terpene data—not just generic marketing claims.
Step 4: Factor in Cure, Freshness & Batch Dates
Whenever possible, prioritize lots with:
- Recent harvest or packaging dates.
- Mentions of slow dry and cure times.
- Resealable, quality packaging (e.g., mylar with humidity control or glass jars).
Reviews that mention “still sticky,” “fresh,” or “loud nose as soon as you open the bag” are good context clues that the brand turns over inventory quickly and protects their flower.
Step 5: Consider Form Factor & Use Case
Your ideal potency also depends on how and when you plan to enjoy your THCA flower:
- For glass pieces and dry herb vapes: Whole indoor buds with standout terpene profiles provide the most rewarding experience.
- For frequent, smaller sessions: Potent smalls may offer the best value-to-potency ratio.
- For maximum impact in short sessions: Infused or concentrate-boosted THCA flower can deliver more intensity per puff, but demands more experience and caution.
Align the potency of the product with your setup and tolerance so you get the most from every gram.
Buyer Mistakes & Red Flags With “High-Potency” THCA Flower
When potency is your priority, it’s easy to get tunnel vision and overlook key quality details. Avoid these common pitfalls.
Common Mistakes When Chasing Potency
- Buying by number alone: Choosing the highest THCA percentage on the page without checking cure, terpenes, or reviews.
- Ignoring lab accessibility: Ordering from vendors that don’t provide batch-specific COAs.
- Overlooking storage practices: Not thinking about how the brand handles bulk and packaging, leading to stale or flat product.
- Assuming all “indoor” is equal: Indoor is a starting point, not a guarantee. Some indoor grows are much more dialed in than others.
- Skipping strain research: Not reading how specific strains tend to behave in terms of nose, flavor, or overall feel.
Red Flags When Evaluating “Top-Shelf” Claims
- No clear photos of the actual flower: Only lifestyle images or generic stock pictures.
- Vague or over-the-top claims: Language that promises unrealistic outcomes or leans heavily on hype without detail.
- Inconsistent product names: Strains called one thing on the label and another on the COA.
- All-time-low prices for supposed top-tier indoor: High-end indoor cultivation costs real money to produce; if the pricing is far below market norms, ask why.
- Missing or incomplete testing: Potency-only tests with no identification or compliance info.
Paying attention to these cues helps you stay focused on truly potent, well-crafted hemp-derived THCA flower instead of marketing noise.
THCA Flower vs. Other Hemp-Derived Formats: Potency Tradeoffs
Flower isn’t the only way to enjoy hemp-derived THCA and related cannabinoids. But it does offer a particular balance of potency, flavor, and ritual that many experienced buyers prefer.
Flower vs. Concentrates
Hemp-derived THCA concentrates—like diamonds, waxes, or resins—are significantly more cannabinoid-dense than flower. That means:
- Smaller amounts, higher intensity: A modest dab can deliver more THCA than an entire bowl of flower.
- More demanding hardware: You’ll need a dab rig, e-rig, or compatible vaporizer.
- Less whole-plant character: Depending on extraction method, some concentrates can feel more one-dimensional than a full-spectrum flower experience.
If you’re specifically comparing forms for potency, concentrates win on sheer cannabinoid density. For a layered, terpene-rich ritual, flower keeps its own distinct appeal. You can explore hemp-derived THCA and other concentrates at https://vertexexotics.com/product-category/concentrates/.
Flower vs. Cartridges
THCA or other hemp-derived cartridges offer portable, discreet potency. Compared to flower:
- Convenience: No grinding, no rolling, minimal odor.
- Consistency: Each pull delivers a fairly uniform dose once you know your device.
- Different flavor expression: Distillate-based carts often rely on reintroduced terpenes, which can feel cleaner or less complex than whole-plant aromatics.
Cartridges are an efficient potency vehicle, but if you love examining trichome coverage, smelling jars, and dialing in your grind, flower is hard to replace. Browse hemp-derived cartridge options at https://vertexexotics.com/product-category/cartridges/ if you’re curious about combining formats.
Flower vs. Edibles
Edibles made with hemp-derived cannabinoids behave very differently from inhaled THCA flower:
- Slower onset: Digestion and metabolism take time, so effects don’t appear right away.
- Longer duration: Once active, effects can last significantly longer than a smoking or vaping session.
- Very different intensity curve: Potency feels more gradual with a gentler ramp-up—until you overshoot, which is easy to do if you redose too quickly.
In terms of perceived potency, edibles can feel more sustained and deeper once they fully set in. However, potency is less adjustable on the fly compared to flower, where you can pause between hits and assess. You can explore hemp-derived edible options at https://vertexexotics.com/product-category/edibles/.
Strain Personalities: Matching Potency Style to Your Preferences
Even within the same grow and potency band, individual strains bring different “personalities” to the table. Knowing what you like helps you choose more confidently when browsing a THCA flower collection.
Classic Gas & Fuel-Forward Exotics
Strains descended from “OG,” “Chem,” or “Diesel” lineages often express heavy gas, fuel, or chemical-like noses. On THCA flower, these can feel particularly assertive due to:
- Strong caryophyllene and myrcene presence.
- The synergy between high THCA levels and pungent terpenes.
- A thick, oily resin layer that translates to a dense, lingering flavor.
Buyers who equate potency with “loudness” often gravitate toward this category.
Sweet, Dessert, and Fruit-Forward Strains
Gelato-inspired, sherbet, cookie, and fruit-heavy crosses can combine solid THCA potency with candy-like profiles. You might see:
- Creamy, bakery, or vanilla notes layered over a gassy foundation.
- Bright top notes of berries, tropical fruit, or citrus.
- Colorful bag appeal, with purples, oranges, and neon greens.
This category is ideal if you want robust strength with a more playful, dessert-like aromatic experience.
More Earthy or Herbal Profiles
Some strains lean into wood, spice, or herbal blends. They can still be very potent in THCA, but the nose is less candy-like and more classic herb or forest floor. These often appeal to buyers who prefer a less sugary, more traditional character in their flower.
As you refine your preferences, visiting a dedicated resource like the Vertex Exotics THCA strain guide can help you connect potency expectations with specific strain profiles and lineages.
Frequently Asked Questions About THCA Flower Potency
1. Does higher THCA always mean a stronger experience?
Higher THCA gives the flower more potential strength when heated, but it doesn’t guarantee a more satisfying or intense experience. Terpene profile, cure quality, freshness, and how you consume (glass, joints, vapes) all shape how potent a strain feels in real life.
2. Is indoor THCA flower always better than outdoor?
Not automatically. There are excellent outdoor and greenhouse grows, and there are average indoor ones. That said, carefully managed indoor environments tend to produce denser buds, richer trichome coverage, and more consistent potency—making indoor the usual choice for top-shelf, connoisseur-grade THCA flower.
3. How can I tell if THCA flower is fresh when I’m ordering online?
Look for harvest or packaging dates, detailed aroma descriptions, close-up photos, and customer reviews that mention smell and texture. Brands that sell through batches quickly and use quality packaging are more likely to deliver fresh, loud flower than those with vague listings and no dates.
4. Do I need lab reports if the THCA percentage is listed on the site?
Yes, serious buyers should always look for batch-specific lab reports. A COA confirms the actual cannabinoid content, delta-9 THC compliance, and often reveals additional details like terpene content or safety testing. Marketing numbers without lab backing aren’t enough when you care about real potency and quality.
5. What’s the best way to store THCA flower to keep potency high?
Keep your flower in an airtight container (usually glass) in a cool, dark place, away from direct sunlight and heat. Avoid leaving jars open for long periods and skip storing in the fridge or freezer where condensation and temperature swings can damage trichomes.
6. Is infused THCA flower better than regular top-shelf buds?
“Better” depends on your goals. Infused flower—coated or mixed with concentrates—can hit harder per puff, but it may sacrifice some of the nuanced, whole-flower flavor and can be easier to overdo, especially for newer users. Many connoisseurs prefer high-end indoor buds on their own, then add concentrates only when desired.
7. Where can I find reliably potent, lab-tested THCA flower online?
Look for retailers that clearly identify their offerings as hemp-derived THCA flower, publish up-to-date lab reports, emphasize indoor cultivation and cure quality, and maintain transparent product pages. You can explore a curated selection of premium options at https://vertexexotics.com/buy-thca-flower-online/, where potency, freshness, and compliance are prioritized from seed to ship.
Bring It All Together: Choosing THCA Flower With Confidence
Potency in hemp-derived THCA flower is a multi-dimensional story, not a single headline number. As a buyer, your best results come from reading all of the cues together:
- Use THCA percentage as your starting filter, not your final decision-maker.
- Prioritize indoor-grown batches with clear, high-resolution photos of real buds.
- Pay close attention to terpene descriptions and aroma intensity signals.
- Confirm cure quality and freshness through packaging details, batch dates, and reviews.
- Insist on accessible, batch-specific lab reports for potency and compliance.
When those elements line up, that’s where true potency lives: dense, frosty indoor flower with a loud nose, smooth burn, and lab-verified cannabinoid content.
If you’re ready to put this potency guide into practice, explore the curated indoor THCA flower options available at Vertex Exotics. Each strain is selected with a focus on resin production, terpene-forward character, and third-party testing, so you can shop with the same scrutiny you’d bring to a top-shelf dispensary shelf. Start comparing strains and potency profiles today at https://vertexexotics.com/product-category/thca-flower/ or browse the full collection at https://vertexexotics.com/shop/.
Shop With More Confidence
When you are ready to compare fresh drops, lab-tested options, and premium cannabinoid products, start with the shop page, explore the relevant category collection, or visit the buy THCA flower online page for a stronger starting point.
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