Enterprise operations is a co-ordinated management of things, is a kind of directional and framework work, of course, the grasp of the details is also necessary, after all, the framework is also composed of details. In ancient times, the operator is the military advisor, the military advisor to develop military strategy, layout tactics and arrangement of generals. People who have watched the historical drama are familiar with such a similar scene: Zhuge Liang took the map to observe some, circle, and then sat on the stage with a feather fan waved a wave, from the pen barrel to take out a few tokens thrown on the stage and drank "Zhang Fei to listen to the orders of the night at three o'clock, from the left side of the attack on Cao's camp "" Ma Su Listen to the order, tonight at two o'clock, you lead the three troops to Lu Bu camping place, disrupt some immediate retreat, do not love the war, otherwise to violate the military order punishment "" all the generals listen to the order, the troops and horses in the current, grain and grass followed, there shall be no mistake ......". . By the way, this is also operations! Strategy, big picture, direction, framework, all these words can be used to describe the positioning of operations. After understanding the meaning of operations, let's take a look at how to do a good job of operations, business operations need to consider those aspects of things?
1, the capital chain
Funding is the first thing to consider in the operation of the link, how much money is needed to start a project, how much money can be used, the funds can not support the operation of the plan, whether to consider financing? How to turn these funds into snowballs through their own operations and maximize the returns for investors is the core function of operations. Therefore, the operator has to consider including the project investment amount, capital recovery time and turnover cycle, operating expenses (fixed capital and working capital)
2, the product
That is, what do you want to sell? What is the market capacity of this product?
This is the planning of the product line and the forecast of the market, the development or introduction of a product, the first thing operators need to consider is the prospects for this product and the overall market roughly how much sales volume can be generated, and then will consider what kind of products for consumers. Let me give you a simple example: a company produces chopsticks, and we know from our research that there are 2 ways to use chopsticks in China: one is reusable and the other is disposable. The average unit price of reusable chopsticks is 10 RMB, while the average market price of disposable chopsticks is 0.2 RMB per chopstick. There are 1.2 billion people who use chopsticks, on average, each person consumes reusable chopsticks 2 times per year, and on average, each person consumes 5 pairs of disposable chopsticks per year, so how to plan the product line and predict its market capacity? Through the assumptions as above, we can roughly have such a direction: at the product line level, we can produce two types of chopsticks, i.e., chopsticks to satisfy reusable chopsticks and chopsticks for disposable consumption. If the market is more subdivided, we can consider that reusable chopsticks can be subdivided into high-grade ivory chopsticks, mid-range silver chopsticks, and low-grade bamboo chopsticks, plastic chopsticks, and so on. Disposable chopsticks can be subdivided into packaged chopsticks and chopsticks sold in separate packages. When doing market forecast, we can calculate like this: unit price * expected number of users * number of times of replacement * year = the size of the annual product market capacity, according to this public notice we can calculate the total consumer market capacity of chopsticks should be 10 yuan/stick * 1.2 billion people * 2 times/year * 1 year + 0.2 yuan/stick * 1.2 billion people * 5 times/year * 1 year = 24 billion + 240 million = 24.24 billion yuan of Market capacity.
3. Who are the target consumers?
The target consumer is the consumer of the product, which may be divided into 2 types, one for the sales unit and one for the direct consumption unit. Sales unit refers to the sales of the product transit platform, the general sense will be referred to the channel business. The direct consumer is the final consumer of the product. The final consumer of the product can be divided into 2 types, one for organizational purchasing and one for individual consumption. Organizational purchases can be regarded as group purchases, such as government units, engineering projects or self-organized group purchasing organizations. The target consumers can be clearly divided to better marketing.
4, product packaging, product pricing system
Product packaging contains two parts, the shape of the packaging and inner packaging, shape packaging refers to the traditional physical packaging, belonging to the product VI system category. The inner packaging is only the product's advantageous selling point refining, product function and value description, product positioning and advertising slogan of the packaging.
Product pricing system is set according to the target consumers, competitors, costs and market positioning. Target consumers are different, set the price system is not the same, which is manifested in the price difference between channel traders and end customers. Competitors and market positioning is the reference standard for price competition strategy development, cost is considered from the perspective of profit.
Generally speaking, the positioning of high-end products through the brand guide, will implement high prices and high promotional methods to obtain the maximum profit, through the channel sales, it will be divided with the channel business sales profits, through the flattening of the operation, it will be the price advantage.
5, channel
After the product, through what way to sell out. Here globrand.com channel can refer to the information dissemination channel, can also refer to the product sales channel. After having such a product, by what way do you let the target group know? Is it spread through advertising? Or is it through shoppers? Is it through direct sales? (e-commerce, telemarketing, door-to-door sales, direct TV sales) or by setting up a self-owned store, or through an agency or distribution model?
Model-wise, there are so many key influencing factors for a product to maximize its profit:
A, the profit margin between the cost of a single product and the market price;
B, the number of units sold per unit of time, i.e., the scale of sales;
C, the number of channels.
Therefore, in order to improve the overall profit, we need to consider these three aspects of choosing channels, stimulating consumption, and managing channels.
6, management
Management is a support system for operations, i.e., a system of processes composed of people and structures. As an operator, he needs to consider the following aspects to support the overall operational objectives.
A, structural management, that is, to establish the organizational structure, a business to operate, first of all, there must be an organizational structure, these structures under the members of their respective driving what kind of function, these members are gears, interlocking, complement each other. When talking about the organizational structure, I suggest that we first list the duties, and then according to the duties to divide the position, only then can we do the effective use of human resources, not to the institution is bloated and duplication of construction.
B, marketing management (product/channel/price/promotion/sales task/competitive strategy/customer data/training/performance system establishment and management);
C, relationship management (external relationship management/internal relationship management)
7, after-sales
After the product is sold, what kind of service is provided, such as product manuals, return and exchange support, etc.
Basically follow this process: take the money to make a product out, and then somehow to sell this product, and manage these links, and finally calculate the cost recovery time. This statement condenses the essence of doing business, and is the basic model of most business operations today.
So I personally think that if you think about these individual aspects and do a good job with these pieces, then you're basically doing a good job with operations.
As an operations manager, I think we should also have the following points:
1, the ability to learn, strong learning ability, in order to make their own management team in constant progress.
2, the implementation of the ability to implement, the implementation of the direct impact on the development of the site, the team's efficiency.
3, the ability to analyze, competitor analysis, market analysis, analysis of operational data and so on need to have strong analytical skills.
4, management ability, and then a good team, there is no effective management, can not play its true value.
5, decision-making ability, a decision, can change the fate of a website.
As an operations manager, what are the things we must pay attention to?
1, team formation, different stages of development of the site, the establishment of different positions, give full play to the role of the post, the ability to strong and effective teamwork.
2, website development direction and planning, website SWOT analysis, competitor analysis, website development direction, profit model, core points, operational development goals and planning, directly affecting the healthy development of the site.
3, operation process monitoring, the establishment of operational goals, effective promotion plan, promotion means, real-time monitoring of operational data, timely adjustment of operational strategies and promotion means.
4, website market development and brand building, brand building, resource cooperation and integration, effective market insight and analytical ability, affecting the long-term development and growth of the website.
As operations managers, we should do what?
1, the management of the team, the team to set up goals, specify the implementation of the direction and plan, to give the team space to learn and develop.
2, the operation of the monitoring, effective data monitoring, found that the operation of the process of the problem, timely adjustment program and the right way.
3, effective strategy, in the face of difficulties, in the face of bottlenecks, how to break through, how to develop.
4, market expansion, the development of the site needs the market grind, the need for resource utilization, how to effectively utilize resources, to carry out the work of market expansion of the site, the establishment of the site brand and influence.