This article summarizes the experience of some entrepreneurs to help you predict the problems you may encounter when starting a business in advance, and I hope it can be helpful to you. We can only fully cope with it if we are prepared, so we might as well take a look at this article and recommend it to those who are starting a business or want to start a business.
Zhuang Jun: This time, I talked to 5 Xiaohongshu entrepreneurs about their entrepreneurial experience, which took 0 hours;
現在跟大家針對“創業”這個話題進行深度溝通，他們在創業時是什麼樣的心態，犯了什麼決策性的錯誤，以及他們又是如何在創業中苦盡甘來，現在年銷10億的創業經歷。
Because I have started a business three times, I know very well the difficulties behind entrepreneurship and how many difficulties I have to overcome on this road. Moreover, half of the bosses in the CEO Club of Content Hills started from scratch on Xiaohongshu;
Through the experience of these 17 entrepreneurs, I will tell you,From self-awareness to how to manage a team, to the cost and cycle during entrepreneurship to making up your mind, what do you have to do to do it
After 5 hours of highly focused communication, I summed up these experiences, hoping to help you who are starting a business, or who want to start a business; If you think it's good, forward it to the entrepreneurs around you.
I repeatedly asked these entrepreneurs if they encountered some pitfalls or problems that were difficult to overcome when starting a business, what caused them to fail at that time, and how they survived the failure of entrepreneurship / entrepreneurship.
Coming to the conclusion that the biggest mistake of starting a business failure is that it is not yet availableThe cognitive level of entrepreneurship。
For the purpose of your business, what is your ideal result, for example, when you start a business, the ideal value is 4-0 million in sales per year, in fact, your thinking has been circled by this value, and the upper limit is sold.
但如果我們有年銷5億的認知，把它作為一個目標，並往前衝刺。假設你在618已經完成了3個億的值，那你的目標可以往6億去衝。
Thinking qualitatively determines the upper limitXiaohongshu entrepreneurs should make a clear bidding, and after finding the bidding, they should establish a connection with the bidding in a certain way, and formulate a process SOP according to the bidding. To find a bid that can be achieved by hard work, rush in that direction.
Understand what their playing style and marketing strategy are, and use their solutions to implement them.
Because their strategy has been polished by the market, they can pick and optimize the playing style suitable for their own projects, which is more efficient and cost-effective than you speculate and explore, and effectively help you save time, labor and learning costs, and spend less money to get greater results.
Once you've set your goals, the next step is to sell your product, and that's where it comes inProduct Pricingproblems. Is it a high or low unit value? This is the doubt in the minds of many merchants and brands.
This question is also relatively important, I have a friend who has done a track before, the customer unit price is very high, and when the track is very hot, the customer unit price is about 10 times higher than the opponent;
Until competitors went on the market one after another, he began to wonder, how can he sell like this? Caught in the dilemma of whether to reduce the price in the end.
In the end, he persevered, maintained a high customer unit price, and began to get better this year, because the market blindly hit low prices, resulting in the market began to be tired, and many merchants pursued low prices while reducing product quality;
Consumers get more and more junk products, and then start to pursue quality, so he choosesStick to quality and priceNow he has become the only product with a high unit price in this track.
Focus on a certain track, don't choose too big a plate when starting a business, but it is easier to succeed.
Many bosses think that his business level is already very high, and he only comes out to start a business when he has the ability, right?
Instead of saying that I think I have a good level of management, I just came out to start a business, and as a resultReal entrepreneurship is not only at the business level, but also management accounts for a large proportion.
The most unavoidable thing in the process of starting a business is panic;
The panic is that the project is completed, the spotlight is cast, and the Xiaohongshu account matrix is also being done, but the drainage and sales transfer are not satisfactory, at this time, panic is normal, because you have investmentThere is no outputYikes!
In the end, it's flatProblem or problem with the team?
During the offline class, a student asked: "I just joined Xiaohongshu, and it takes several people in my team to complete the daily Xiaohongshu account operation."
I often hear questions like this, about team building, I think to form a good Xiaohongshu team, you need to do itKnow people and make good use of themBecause talent is the greatest weight in development, even if the project is good, if there is no ability to match the talent, it is difficult to succeed.
Compared with cultivating talents, in fact, discovering talents is still the best choice. Discover talents, respect talents, let him be willing to follow you to develop, and tell him that the future of following you to do this career is bright; The ancients often said "Corporal Lixian", and Liu Bei invited Zhuge Liang to "look at the thatched house three times", which shows that talent is crucial to the development of the team.
No matter how powerful you are, no matter how good your professionalism is, your energy is limited; It is always difficult to become bigger and stronger by yourself, so knowing people and making good use of them and discovering talents is nothing more than thirty years old in today's society.
Of course, not all talents can be found, and only by finding talents who have the same concept as themselves can they develop together with the same goal.
Also, what is your own understanding of the platform,Do you really want to be a little red book, or do you want to follow the trend?
Perhaps, you are watching your friends do e-commerce sales on Xiaohongshu, and the sales are also very considerable, maybe you see that your friends are doing very well in Xiaohongshu, and then you follow him.
As a result, the thinking of my friend's judgment is still stuck in the past, which leads to many of his judgments are actually wrong, even with you, soTo start a business, you have to follow the right people。
Team building is an unavoidable problem for entrepreneurs, so how entrepreneurs should manage the team is a problem that every Xiaohongshu entrepreneur needs to think about.
So how do you do it?
The team management avoids the family workshop and wantsClarify the process SOP and improve the team operation system.
So how do you manage the team?
This requires the development of a good team system, clear rewards and punishments, newcomers look at the elderly, establish a team with good execution, and avoid someone affecting the atmosphere of the team.
When my friend started his business, there was a person who had been following him since the beginning of his business, and there was no performance after the company was established, and this person was not convinced, but he was embarrassed to fire others.
As a result, when he was not in the company, the atmosphere of the whole company was very bad by this person, and once because of the late payment of 4 days' salary, most of the company sent messages to the boss at night.
Later, according to his understanding, it was that person who was behind his back to find the boss together, which directly stinked the atmosphere of the company, and the difficult thing was that no one in the company could support the business, so no one dared to fire him.
Many bosses are encountering this kind of problem, they treat management is a personal subjective consciousness to judge whether this person is good, constantly give opportunities, embarrassed to do the last elimination, but this way is very disadvantageous in management.
Because human problems are difficult to change, and they will always stagnate.
Once a bad atmosphere is generated, it is difficult for the team to progress, so when it comes to recruitment, give it to him in advanceEstablish rules and clear rewards and punishmentsTell them what the reward will be for what you have achieved and what the punishment will be for not achieving it.
The bright side is clearly marked, and it can also be pasted on the wall to remind everyone that this is a red line, and you must remember that when you are ruthless, find someone to sing blackface; Keep an eye on this matter, such as the HR director, who is responsible for supervising the implementation and supervising the employees.
There was a senior, in the process of starting a business, realized that there was a problem in team management, their company had 7 people at the beginning, and 0 quits, but the sales of the month did not have an impact.
Entrepreneurship has high requirements for management ability.The lower layer determines the upper foundation, and the team management determines the foundation.
Don't put the value of your boss too high, be familiar with the product power of the company's products, go deep into the front-line investigation, and good team management can make entrepreneurship twice the result with half the effort.
What is a recurring plan?
First of all, it is necessary to clarify your goals and make a plan according to the cycle, that is, what things I want to do at this stage, what results I want to achieve, what problems I will encounter, the budget is the plan, what is the budget to follow, and there is a cost of trial and error.
Divide your planning into cycles, and then divide the cycle into phases, one phase, two phases, three phases... You have to plan for each stage.
Why is it recommended that every Xiaohongshu entrepreneur have a periodic plan?
The budget plan for each stage, the cost of trial and error, and the phased goals are clearly listed, as well as the costs involved, and the goals achieved in stages, these things are clearly listed, then you run in this cycle and do it strictly in accordance with the things formulated above, which can increase the possibility of success.
Including what will happen at this stage in the plan, we all think about it in advance, so if something happens in a certain stage, or if there are some problems, we are ready, and we can immediately come up with solutions to reduce the cost of trial and error.
Why are many people often prone to failure?
It's because of the stage failure or mistakes, we feel that the business plan is messed up;
For example, it doesn't matter if you don't make money in the first month, it's normal, and you don't make money in the second month, and you're a little panicked, and you're still losing money in the third month.
This is panicking, and all plans will be adjusted after panicking, and if the plan is adjusted frequently, this matter will be yellow.
The second is that all of our ways are carried out in strict accordance with the plan, the planIt's not out of reach, but it's something we can achieve with our efforts。
有人說，我的公司兩年內銷售額能做到1-2億，你覺得你也能那麼好，那麼你就把我當做是你的競爭對手，我現在做什麼你就做什麼，這就是努力能夠到的目標。
If you sell hundreds of thousands a month, and he sells one or two million a month, you don't treat him as your competition, because there is no point, you can easily reach it.
It may be complicated to formulate, but it is very orderly.
Once the plan is made, most people can strictly follow the plan, and rightly so;
However, it is difficult to succeed if we are blindly self-contained and do not make appropriate changes.
What accomplishes you will trap you.
In the past, you may have already achieved results in a certain area, but you think that with these things, you can't listen to anyone's opinion, which will limit your future development, and may also lead to the loss of what you have.
So toLearn from successful teamsBecause great teams are exposed to a lot of people and things, and as long as they are willing to share, you don't just learn from one person, but from a group of people.
或許If you can't be an all-powerful person, you have to be a person who has the ability to connect。 Knowing how to communicate with others is also an advantage, because after communicating with others, you can make yourself think; Therefore, make more friends and share more successful experiences.
Don't put a cap on yourself, no isYes.
Generally speaking, third-rate people do whatever they do, I will do what I have, and I can make anything; And then what is a second-rate person? Whatever my friends have, what my circle has, I can make anything;
What is a top-notch person? I have what I want, because he didn't set up obstacles for himself, just like I just said that there is no upper limit, there is no upper limit, and there is no upper limit to the final result.
If you want to be a first-class person, you need itHave the determination to break through.
At each time slot, while being clear about what to do, don't set a ceiling on yourself, and make some changes at the right time to maybe get closer to the goal.
In order to get closer to the target, some merchants and brands choose to rely on platform traffic, so they will engage in various ways to rely on the platform to mine traffic. It's a way to succeed, maybe quickly, but not with a long-tail effect, becauseThe platform's traffic will run out one day, so where do we go from here?
But there are also people who choose to dig deeper into the inside story and refine the crowd and boutique categories.
I think it is very important to rely on the model and traffic of the platform, but some changes need to be made, not purely relying on the traffic of the platform, but returning to the product itself.Only by going deep into the second layer of consumer demand of the category and paying attention to the crowd will we live a more nourishing life。
After talking so much, let's finally take a look at the south walls we encountered in the process of starting a business.
And how can we learn from it?
I'm sure you've all heard a word:Prognosis。 As the boss of a company, it is essential to have the ability to predict.
It's like the logic of rock-paper-scissors, that is, when someone else sees you out of a fist, he comes out of a cloth, and when you see him out of the paper, then you have to make a pair of scissors, but when you are ready to make scissors, you have already thought about it in advance, this isPrediction of consciousness。
I believe that many entrepreneurs have made the same mistake:操之過急！
Most entrepreneurs believe that entrepreneurship must be fast, to quickly build a team, quickly determine goals, quickly achieve results, etc., but many times once too anxious, it is often counterproductive.
BecauseSlow is fast, do everything quickly, it seems to be catching up with the goal, but in fact, we encounter a lot of problems that do not let you sink down and optimize repeatedly, so we must slow down these things first, solve these things well, and then we will push forward; Although we seem to be slow to go from this stage, if we move forward, we may be able to achieve our goal faster than they do.
A friend is a medical device maker, and he did very well in the early stage of medical equipment, but later made a mistake in judgment and led to failure, the fundamental reason is that he did not make appropriate changes, and his thinking always stayed in place.
There are also reasons for being too hasty, if you are too eager to achieve the goal, the result may not be satisfactory;
Therefore, while finding a bid, it is also necessary to find a "high-quality south wall", learn lessons, and improve the possibility of success.
Many entrepreneurs must have hit the south wall, so how should they avoid hitting the south wall again after hitting the south wall?
This goes back to the pre-anticipated consciousness mentioned earlier.Entrepreneurship requires not only a sense of prediction, but also the ability to iterate on its ownWhy so many old Internet companies can go further and further because they know how to keep up with the times and how to do it.
This shows that awareness and judgment are very important, and it is necessary to find the track and in-depth layout at the beginning of entrepreneurship.
What else do you need to have at the beginning of your business?
Let's move on.
Everyone's starting point is different, some people come out with the aura of a big factory, full of skills; Some people start from scratch and learn by doing.
But either way, the hardest thing is to become"Six-Sided Warrior", you have to know everything, you have to understand everything. Especially when I was just starting out, selling products, writing copywriting, doing marketing, and running the supply chain...... Everything has to be grasped, everything has to be hard.
Stable supply chainIt's also a vital part. However, setting up and maintaining a supply chain is not an easy task. In the early days of entrepreneurship, the factory side often does not understand the company, so it is inevitable that there will be friction in the process of cooperation. In order to avoid this from happening, the company needs to constantly run in, to enlist the support of the factory, and to maintain a good cooperative relationship.
And then there are so many peers in the market staring at you that you are accidentally plagiarized. So, in addition to the supply chain, you have to build your ownProduct moatTrademarks, patents, and thresholds are all indispensable.
In this environment, the protection of one's own intellectual property rights, trademarks, patents and other intellectual property rights can effectively prevent plagiarism by peer companies. In terms of product design, manufacturing, etc., companies should also set thresholds to improve their competitiveness and make their products have a higher share and influence in the market.
Therefore, establishing a stable supply chain, protecting its own intellectual property rights and establishing a product moat are the necessary foundations for the company to survive and develop in the market. Only on this basis can the company better respond to market challenges and maintain a competitive advantage.
When it comes to the pitfalls on the road to entrepreneurship, the most memorable thing is the problem of partners.
Many people start a business in partnership with the original intention of sharing risks and advancing and retreating together.
But what about the reality?
It is often the entanglement of various interests and the mismatch of capabilities that lead to contradictions. The most typical is the issue of shares, which was well said at the beginning, but as a result, some people feel that they have made a big contribution and should have more points, and contradictions begin to arise.
This article analyzes the difficulties encountered in entrepreneurship from 7 aspects and how to overcome them; From building awareness, clarifying expectations, to building a management team, we continue to learn from excellent experience and make changes in the process.
It also covers the problems that entrepreneurs may experience in the process of starting a business, helps everyone avoid pitfalls in advance, and focuses on the management of building a Xiaohongshu team, so as to know how to make good use of it.
Author: Zhuang Jun
來源:微信公眾號:"莊俊(ID:zhuangjunweixin)"
This article was originally published by @Zhuang Jun in the operation faction, and it is forbidden to reprint without permission
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