Case Study Reference of Entrepreneurial Failure

Case Study of Entrepreneurial Failure I: Former Long Distance Running Champion Ai Dongmei Failure of Entrepreneurship

The life of former National Long Distance Running Champion Ai Dongmei always seems to be accompanied by difficulties. After experiencing the coach to pay, to survive to sell medals and other twists and turns, it is not easy to open up a clothing store in a mall in Tongzhou, she has encountered new difficulties. Yesterday, Ai Dongmei said that due to the difficulty of starting a business, her clothing store may not be opened.

Business shop

January only earn more than 1,000 yuan

In fact, from 2007 after the store, Ai Dongmei's business has been very cold. The good thing is that the mall exempted her from two years of rent, the supplier also gave her a lot of concessions, just barely maintained. From Ai Dongmei store so far, has been a year and a half time, but the income is not much, "this year and a half time I can earn an average of more than 1,000 a month. The best time is the month of the opening of the Olympic Games, the water flow has more than 20,000, but usually much less."

But now Ai Dongmei is in the mall to be redecorated, "the mall so that all commercial tenants to move out before March 20, redecoration is no longer free of my rent, I am faced with re-employment." Ai Dongmei said, "Now, only hope that there will still be a mall for her such a difficult life retired athletes to provide some preferential policies."

In order to save money

Ai Dongmei gave up going home for the New Year

Ai Dongmei feel slightly relieved that their daughter has been in the summer of 2008 on a kindergarten in Tongzhou, this kindergarten on Ai Dongmei special care, tuition-free. But Ai Dongmei frankly, he would like to earn more money, I hope to be able to afford the child to go to school in Beijing.

At present, Aidongmei's family still lives in a neighborhood in Tongzhou District, where the house is shared with others, and the rent is more than 500 yuan per month. The money is not much, but for the couple who will soon be unemployed, it is difficult to bear. In order to save some money, Ai Dongmei gave up the family's plan to return home to the northeast in the spring of this year. "Train tickets are too expensive, and the round trip will be delayed for some days, I decided to spend the New Year in Beijing." Ai Dongmei said helplessly.

Entrepreneurial failure case two: a 80 after rural entrepreneurial failure experience

I am 80, has always had a dream of entrepreneurship, want to break out of their own business, so that my parents to enjoy a few days of blessings, to make the business bigger, to become an internationally renowned enterprises, for the great Motherland I have always had a dream of starting my own business. But my entrepreneurial path is not as simple as I thought.

I'm a rural child, grew up in the countryside, familiar with the rural environment, rural grass is all over the place, and quiet, engage in farming should be very good. (This is what I saw in the book, to successfully integrate all the resources around) can engage in what farming, the most economic benefits? After investigation, I chose rabbit farming, said dry, I bought breeding facilities - rabbit cages, food troughs, water tanks and books on rabbit breeding techniques.

I took into account that, at first, I had no experience in farming, and did not understand the market situation, so the scale of farming is not large, so I started my entrepreneurial road,

But gradually the problem arose, I began to feel too tired to clean up in the daytime, feeding, disinfecting, vaccination, mixing and so on, which is not a big deal, and so take care of it. Still by (some) rabbits died, although the number of deaths is not much, but still let me worry all day long, the feeling is that kind of psychological exhaustion, and, to three months to see the benefits, even if see the benefits, due to the breeding scale is too small, the profit will not be a lot. So the interest in rabbit farming began to fade, began to look for a faster, more profitable, less effort, easier to develop the project.

In this way, my first venture failed, and I then made some attempts to start a business, which were not ideal.

It was at this time, that is, I gave up the second year of rabbit farming, the price of rabbits began to soar, than the price of the time, more than two times higher.

I began to look at myself, my entrepreneurial thinking, my mindset. I opened up and found a lot of problems. These problems are also common to first time entrepreneurs. That is;

lack of spirit of suffering, over-ambitious, can not step by step forward,

This one is also the most important, that is, like Ma Yun said: "Today is cruel, tomorrow is cruel, the day after tomorrow is good, but often most people die in tomorrow. "Like me, the lack of persistence and persistence, if, at that time, I insisted, hard, then I may have a certain amount of money accumulated.

But regret is useless, here I hope, all entrepreneurs, all like me after 80s, let's start from today to work hard to work hard again. Persistence persistence in persistence. As long as we do not give up easily, as long as survive today, tomorrow. I believe we will have a good day after tomorrow.

Case of entrepreneurial failure three:

Last year around November, do not want to continue to give people work, want to do a real project on their own, and finally look favorably on the chain of tofu processing project. This is a project broadcast on CCTV related programs, I think this project should be good, because the tofu is a kind of mass food, the Chinese people have not eaten the tofu may be very few, so its market I think it should not be a problem.

The main thing is that I basically never ate tofu that satisfied me in Beijing and when I traveled, so I think as long as the quality of the tofu is good, it will definitely make money. In order to do a good job of this project, I gave the headquarters of this chain to contact, I asked them to introduce me to a chain near Beijing, I want to see before.

After inspection, I think it's really good it, went to the headquarters for training. During the visit I learned that there is no chain store in the city to do can develop outlets, the headquarters of the development of outlets is rewarded, the basic situation is that the first to do 'chain stores to develop two after you can do the store, in the absence of a store, each development of a reward of 1,000 yuan, to do the store after the development of a reward of 3,000 yuan, I look at the policy is really good ah, do a store itself should make profits, plus the development of outlets, I want to see it again. I think this policy is really good, I do a store itself should be profitable, plus the development of the branch of the reward, a year of pure profit of about 30,000 is certainly not a problem.

After understanding, I decided to go to a certain place to develop. The result is not at all what you think and calculate, first of all, there is a difference in the rate of production of tofu, here is not to say that people cheat us, do tofu and soybeans have a lot to do with the production rate of this place and the other place is not the same rate of production, the rate of production is low, the price should be high, the price of high uncompetitive, and at the same time around the residents of the consumer consciousness is also not the same, there are some places, at least the majority of the people on the product is very important to the quality of the product, but there are some places of the consumer consciousness is also different. The quality of the product, but there are places where people pay more attention to the price.

After a few months of hard work, finally can not lose money, but not really earn money, can earn 300 to 400 it, but you know that I was tired. That is a tired ah, this is my work since the biggest tired income least a stage ah. I still insisted, because there is still a chain of stores, and there are really people interested in this chain. I do not know whether my luck is too bad, the headquarters at this time out of the question, told me to suspend the operation of the chain of stores within a month. I was out of breath. It is said that a big tree is good for coolness, but a fire in the city gates is also affected by the fish ah.

I fled back to Beijing in distress. I'm not sure how much I'm going to be able to get out of this, but I'm sure I'll be able to get out of this, and I'm sure I'll be able to get out of it. Only remember more than 20,000 passbook finally returned to Beijing when the 10000 yuan. Some programs are not really a matter of cheating or not cheating, and there may be many reasons why you don't do it in the end, such as your expectations, and so on. So no matter what project, must be well thought out, this thing to my lesson is not to rush to do it yourself, you can first find a way to do it to the people working, so may not end up regretting it.

Case of entrepreneurial failure IV:

I am studying engineering, and have been engaged in the technical work of the profession after graduation from the university. And the market economy era, social change is very fast, I engaged in the industry downturn, I always feel the danger of facing layoffs and unemployment. However, my age and specialty have no advantage in job hunting, so I don't intend to continue to look for a job, but want to do something on my own.

The company I work for has easy access to the Internet and plenty of time, so I spend my days on the Internet looking for business opportunities. The network is full of advertisements to join, each project I think is good, all let me stupid, but shopping found that most of the franchise business situation is not good, there are also many forums online to join the trap is too much, so I do not dare to rush into a lot of money.

A chance, I found a local website in the second-hand market, someone to transfer a number of jewelry, out of curiosity, I contacted the person to ask about the situation. At first I didn't want to buy, because after all, I had no experience in this area.

Who knows that two days later the person called me again, enthusiastically said let me first look at the goods, forced by sentiment and the woman's love of beauty psychology I agreed. That person is a very temperament is also very shrewd southern women. She said she wanted to go abroad, so she wanted to transfer the jewelry just carefully picked from Guangzhou. According to her, doing jewelry profits are very high. SARS period profit is the least time, but it is then, the monthly net profit is still more than 2,000 yuan. She said it was very tempting to me.

I then looked at the samples she brought. Those samples were exquisite, and of course, the price tag was very high. She said she could transfer them to me at 20% off the list price, in which case I wouldn't lose money no matter how I sold them. Hearing this, I was really tempted. However, I told her that I don't have a store now. After hearing this, she recommended two more places for me and said that she would be leaving the country soon and asked me to hurry up and decide, and there are other people who are also in contact with her.

So I went to one of the places she recommended. It was an international business center. The market consists of mostly small stores, the area is only four or five square meters, the monthly rent of about one thousand dollars. Such conditions I think are still acceptable. It just so happened that there were a few other vacant units here, all of which were written for sublet. I tried to contact a few of them, and one was in a good location and had a lower rent.

In fact, I also suspected that the business here is not good, but asked a few shopkeepers, they said that now just opened not long, stores, certainly to raise a period of time, the commercial building has the government's investment, will not collapse. I think, think this argument is still reasonable, anyway, I do part-time, and do not rely on this trade to eat, as long as not lose money on the line, first in this practice.

Other things are ready, and now it's just a matter of people.

This is the first time I've ever seen a person who has been in the business for more than a year.

I thought of my sister-in-law, who is so smart and capable of helping out. The first time I talked to her, she immediately agreed, and said that the first help to straighten out after the hiring of people.

All things being equal, I feel that God may be helping, and everything is so smooth, destined to do this business. I immediately took over the jewelry and rented the store.

Who knows, I just paid the money, but my sister-in-law informed me that she had to prepare for the examination, and could not help.

This was the first blow to me, but the arrow was already on the string and had to be sent. I can only take one step at a time. I'm not sure if I'm going to be able to do that, but I'm sure I'll be able to do it," he said. But the second blow came later. When doing the formalities, the commercial building claimed that the second floor is a clothing mall, can not operate jewelry. When I sublet the building, the landlord and the tenant both told me that the contract stated that it was for apparel, including clothing and accessories, and that there were other people running accessories at the time, so I didn't look into it. Now the management told me that they are cleaning up the stalls that don't follow the rules. My heart was half-cold. Did I pay rent for nothing? So many people advised me to do it first, anyway, it's not regulated yet. I'm not sure what I'm talking about, but I'm not sure what I'm talking about," he said.

After renting a room in time for me to go to Hangzhou on business, so by the way to purchase some jewelry, but also purchased a small number of pajamas, bibs, etc., in case they really do not allow the sale of jewelry I can not cope. When I came back, it was already two weeks later. Time is money! I casually decorated and put the goods on the cabinet. Looking at the beautiful goods, I was still very confident. At the beginning of no employees, my husband and I took turns to go after work, although a little hard, but to be able to do business is still very happy. During the daytime when I think of the store is closed, my heart is burning, so I put up a job advertisement. The people are a big deal.

Well in a few days, someone introduced a little girl to me. I looked and felt that the little girl conditions are not bad, so I hired her. I have someone to worry about. What's the matter is someone top, I am all right to go to the spot check, look at the lack of goods to go to the nearby wholesale market on the point of goods. I found that there are always people who ask me what is not in the store, such as nail polish, false eyelashes, lip oil, key chains, etc., should the customer demand I have on the point. Two months down a inventory, every month to lose one or two hundred dollars, I think the business just started did not mind too much.

Who knows, the situation of this commercial building is deteriorating, after the peak season in July and August, customers are less and less.

The developer of this commercial building is a real estate developer, and the hype was so strong when they opened the building that people lined up all night to buy the stores, but after the stores were sold, they stopped publicizing them. However, after the shops were sold, they stopped publicizing it. It is surprising that people living in the neighbourhood did not know about it even though it had been opened for half a year. And because most of the stores are sold to individuals, the owners to rent, to bring great difficulties in the management, to later can not be managed at all.

In addition, due to the high expectations of the commercial buildings at the beginning, the rent is also set very high, the corresponding price of goods will rise, and the purchasing power of the neighborhood and the level is not high. This is one of the reasons why people are deterred.

With the decreasing flow of customers, the merchants of the goods began to backlog, we are very depressed. Some merchants in the fall and winter are still selling summer clothes, some merchants simply retreat, some merchants did not retreat but also always closed the door, and open the door of the merchants and playing cards, chess, in short, not doing their jobs. This situation in the shopping mall makes the flow of customers even more scarce, so the formation of a vicious circle. Later, the mall stall rent was reduced to 300 yuan, but I lost more money. At that time, I could not even afford to hire a waiter, because hiring people is even more costly than closing the door. At this time, the mall was deserted, empty all day long, only a few stallholders chatting. Under such circumstances, no one would care even if they wanted to sell their goods at a loss. After the expiry of the contract, 90% of the commercial tenants had already withdrawn. I can no longer continue to support, only with a pile of goods to close, to now my hands are still left with a pile of exquisite but already outdated jewelry.

I supported this business for half a year and lost a few thousand dollars, but I have accumulated a lot of experience and lessons from it. In general, there are the following points:

First of all, the choice of projects must be careful, especially to get involved in the industry they do not understand, it is best to have a connoisseur to guide, to do more research.

Second, for jewelry, generally do not take over the transfer, because even better jewelry are fashionable, when it is worthless.

Third, the most important thing to do business is to choose the location. To carefully examine the geographic location, but also to examine the flow of customers and the ability of nearby residents to buy, there is one more point, that is, to examine the management capacity of the property. Never rent the kind of property rights and operating rights are sold to individuals stores. If a place at the same time a lot of stores transfer, must not rent.

Fourth, the beginning of the goods do not ask for more than the full, and then the full will be someone needs you do not have something, and too much on the goods will account for the funds, and too much if you will form a sense of clutter.

Fifth, entrepreneurship is not an easy thing, not you hire someone to do to make money, at least in the early stages to pay a lot of energy and time, so part-time entrepreneurship to have enough time and freedom to consider.

It's important to take stock of the situation. If the reasons beyond their control caused by the operation is not good, immediately stop loss and retreat to find another job can also avoid greater losses.

I hope that my experience can give my friends who want to start a business some reference, if so, then my failure also added more social significance. My failure will be worth it.

Failure of entrepreneurship case five:

The star is extraordinary, even "Xu Jinglei's online store opened a year, only 60 business transactions" have achieved the so-called "old Xu soldiers defeated online store! "The major news, the beauty of the star has no sympathy, but also there to gloat, but the reason is quite sufficient, because the beauty seems to be in the Internet's popularity is not more than her fame in the entertainment industry, how much smaller. "In fact, Xu Jinglei has been very know how to use the Internet, open blog click 240 million to become the first blog; do the first issue of the network of electronic magazines claimed to earn 1 million," a claim to know how to use the Internet star character, before and after the contrast is so big, indeed a little let a person fall down.

More than one Zhong Haibo has not been a star-struck family, Xu Jinglei why in the end did not make the online store like a blog as the wind and water, there is not a great deal of interest, but the beauty of the Xu Jinglei can boldly say that: the online store is not so open.

"1.0 portal era, information browsing more with the help of the mouse, 2.0 user-created content era, the user's participation, interaction, create more through the keyboard to reflect." Chen Zengguang's "interaction: so that the keyboard is greater than the mouse" in the clever use of the "keyboard and mouse" difference explains the importance of the web2.0 era of user interaction, and one of the goals of the enterprise network marketing, the same is to make the keyboard users up, and ultimately complete the process of product distribution.

The concept of network marketing 2.0 put forward by the Shanghai Fire 2.0 for us to point out: network marketing services should not only focus on network marketing methods and means, more is to focus on the effect of network marketing transformation, focusing on solving the customer's network marketing inputs into a real effect of the customer's problem. And here emphasized the "effect of network marketing conversion" is mainly dependent on the two sides through the network marketing - website users and corporate customers to complete a good interaction between the website users are mainly the keyboard customers, they are Through a series of conversion tools as a bridge to establish effective contact with SMEs, such as customer reviews, online orders, online customer service, fire call, etc., prompting site visitors to interact with SMEs and take positive measures. Of course, the way keyboard customers use the keyboard can be more diversified and the freedom of choice, according to the actual attributes of the product and the actual needs of the keyboard expression path will vary.

Xu Jinglei's use of the Internet is indeed not bad, blogs and e-magazines of the ultra-high popularity of the strong proof of her strength, but there is no doubt that the vast majority of clicks and visits to the source should be the name of the star to go, peeping star of the private life to meet their respective hunches, to come and go, also in a hurry, that is, there are a few individual loyal fans, at most, but also a few figures to express the next! After all, online love, the cost is close to zero, which is one of the mouse user's *** with the same characteristics, which is why a short period of time Xu Jinglei's blog can earn so much yell reason.

And Xu Jinglei's online store engaged in network marketing, can not just hope that others to travel here, more importantly, but also others from the pocket out of RMB, when the identity of the fans into the customer God, God's eyes and requirements will be very different, on the one hand, the demand for the product is "beautiful and inexpensive", not to mention that it is the most important advantage of network marketing. The biggest advantage of network marketing are almost become a low price today, "many buyers are complaining about the price of clothes is expensive," naturally, few people ask for, but also pointed out that: Xu Jinglei did not effectively utilize her fame for the product to increase the added value, but also one of the influencing factors. Promote keyboard users as the interests and values, profitable is the keyboard users to determine whether to act as the motivation, only to guide the keyboard users to actually participate in the whole process of network marketing, in order to ultimately complete the goal of network marketing. From the interface of Xu Jinglei's online store and the display of a single type of product, the elements that can attract keyboard users can be said to be few and far between, so it is no wonder that the last fell into a "defeat" of the embarrassing results.

It can not be denied that the mouse users will be the basis of the keyboard users, mouse users bring a constant flow of traffic, is an indispensable source of network marketing, and the flow of business opportunities in the process of the keyboard user's credit, so the last thing I want to say is: network marketing, to the mouse to the keyboard, the mouse is the denominator, the keyboard is the molecule, the mouse is always greater than the number of keyboard users! The good means of network marketing is to increase the proportion of keyboard users in this molecule as much as possible, so as to improve the efficiency of network marketing.