1. Executive Summary
1.1 Project Introduction
Vertical o2o is an O2O platform that integrates the peripheral services and special sales information of high-end residential areas to solve the pain points of the last mile distribution for users. 1.2 market prospect
In the neighborhood where residents are concentrated, all kinds of services for residents are already complete, and restaurants, maintenance shops and so on can be found, but their services are too scattered, lacking an integrated platform centered on the community. Hungry, Taodian integrates catering, and various housekeeping apps integrate housekeeping services, but there is no good platform for the service integration in the vertical life field centered on the community. According to the data analysis of iResearch, it is estimated that the O2O market in China community will exceed 411 billion by 2115, with a blank market and huge volume.
1.3 promotion scheme
At the level of technology research and development, multi-terminal data of PC, WebAPP, WeChat and APP can be integrated synchronously; At the level of marketing promotion, the strategy of "PC-side occupying the headlines of the media, mobile-side WeChat circle people, and store-side vertical wifi diversion" is implemented; At the level of operation and maintenance, services and special sales are cut in, supplemented by community socialization to increase user viscosity. 1.4 project advantages
firstly, vertical o2o has a professional product development, platform operation and marketing team; Secondly, the vertical o2o has an original drainage mode and accurate entry point, which not only meets the benefit needs of upstream businesses, but also solves the pain point of inconvenient access to services for downstream users. 1.5 profit model
There are three profit models of vertical o2o: the first is value-added services, accounting for 31%;
the second is the percentage of sales of merchants, accounting for 61%; The third is advertising revenue, accounting for 11%. 1.6 strategic planning
vertical O2O online vertical o2o has the following plans: 1) scale profit will be realized after the platform is operated for 12 months, covering more than 511 high-end communities; 2) Apply for national projects with the concept of smart community, and get the support of funds, policies and * * *; 3) Cooperate with the property, establish a characteristic community service mode, and enhance residents' trust and dependence on the platform; 4) Develop to the Internet of Things, and combine software and hardware to provide integrated solutions for security, home and service for the community.
2. Market analysis
2.1 Macro analysis
Community O2O is not only for offline enterprises to do e-commerce and pure e-commerce enterprises to do online inspection, but also includes the seamless integration of online and offline terminals, such as stores, PCs, mobile phones and televisions, so that consumers can enjoy offline personal services while enjoying online preferential prices. According to data analysis of iResearch, It is estimated that by 2115, the o2o market in China residential area will exceed 271.88 billion, up 41.5% year-on-year, and the number of online users will reach 293 million, so it can be judged that the vertical O2O market is huge.
Figure 2-1 China local life O2O online city market scale
Figure 2-2 China local life service O2O online business user scale
2.2 Micro-analysis
Nowadays, O2O competition in residential areas is becoming increasingly fierce. At present, there are platforms such as Dingdong residential area, community worry-free, community inquiry, community housekeeper and community assistant. In particular, on May 7th, Shanghai Dingdong Community announced that it had received an angel investment of 111 million yuan, which pushed the community App war to * * *. 2.3SWOT analysis
1) Advantages: First of all, Vertical o2o has a professional product development, platform operation and marketing team; Secondly, the vertical O2O has an original drainage mode and accurate entry point, which not only meets the benefit needs of upstream merchants, but also solves the pain point of the access cost of sufu for downstream users. 2) Disadvantages: relatively late entry, relatively lack of resources in the initial stage, and the time required for team ink cartridges, which hinders the project from starting. 3) Opportunity: It is worthy of recognition that this market is large enough, and there is no decent community O2O
platform at present, which gives vertical O2O a very good opportunity. Vertical O2O believes that the original model can be divided into the big cake of this market. 4) Threat: The biggest threat lies in the entry of giants, and the model is easy to be copied. Secondly, the stability of team structure will have a negative effect on the project. The main solution is to cut into the operation from a single point and deepen the offline service, but it is the least easy to be imitated; Secondly, pay attention to the construction of values and culture and the incentive system of team options in team management. 2.4 target positioning
the target positioning of vertical O2O is to cut in from high-end communities. The reason is that, on the one hand, compared with the disorder of most community management, the stability of residents and high culture in high-end communities or communities with high operational maturity can make the promotion of O2O platform more smooth; On the other hand, standardizing mature property management, normalizing and diversifying residential activities and perfecting standardized residential commerce can bring enough business opportunities to residential O2O. 2.5 profit model
The principle of the community O2O platform is "free to downstream users and charging to upstream merchants". There are three profit models: 1) The first is value-added services, mainly to help merchants set up free vertical wifi, open vertical micro-messages, launch online O2O platform, product copywriting design, store poster design, etc., on the one hand, vertical O2O gains benefits. Ensure the cash flow in the initial stage of the venture (at this time, there can be no cash flow without traffic on the platform), and on the other hand, serve the merchant, who can trust to open his store on your O2O platform, and this part of the income is expected to account for 31% of the total business income; 2) The second is the sales share of merchants. Merchants publish products and services on the platform, and publish group purchase discounts. 5-21% of the transaction amount generated belongs to the platform, which is the main benefit, accounting for 61% of the total business income; 3) The third is advertising revenue. With upstream merchants and downstream users on the platform, traffic will be generated. By placing advertising space or recommending products and services, the merchant's advertising fee will be charged, which accounts for 11% of the whole business revenue. There are also unexpected profit models, which are put in the strategic planning, such as * * * special funds, high-end integrated intelligent solutions in small areas, etc., and will not be expanded here.
3. Product technology
3.1 R&D process
In terms of technology research and development, the strategy of Vertex O2O is to realize the synchronous integration of multi-terminal data of PC, WebAPP, WeChat and APP, but in actual operation, Vertex O2O should implement the service products in stages. There are two purposes to do value-added services, one is to have a certain cash flow, and the other is to collect initial business data, killing two birds with one stone. The initial plan of Vertical-polar O2O is to help merchants set up free vertical-polar wifi in the store, open vertical-polar WeChat, launch vertical-polar O2O platform, design product documents, design store posters, etc., to ensure that merchants have a good drainage channel and brand display.
4. Marketing promotion
4.1 Marketing strategy
On the marketing promotion level, the strategy of "the PC side takes the headlines, the mobile side uses WeChat to circle people, and the store side uses wifi to guide traffic" can be found in Appendix 2: Marketing Process Matrix (if not, you can download it from the website where birds call animals). PC dominates the headlines: 2114 is the first year of the mobile Internet, and the traffic of the mobile terminal is the same as that of the PC terminal. On the one hand, it shows that the traffic of the mobile terminal is surging, on the other hand, it shows that the PC will still occupy this market in the next five years. Users have a habit. No matter how good you say, he doesn't believe it. He would rather go to Baidu to find out for himself. Therefore, the focus of the PC side is to occupy Baidu's first home page, which is an embodiment of the headline strategy mentioned by vertical O2O. SEO is the main means of marketing, supplemented by SEM (bidding); Wechat circle people on the mobile side: The biggest purpose of embedding the webAPP into WeChat is to attract fans quickly. Users can become your fans by scanning it, and they can send it accurately without downloading the app. Therefore, the second
marketing battlefield is WeChat, which explodes the fan economy. Store-side vertical wifi diversion: users generally like to get free wifi when they enter the store, and vertical O2O can take advantage of this demand to lay wifi for businesses. First of all, it can meet users' demand for free Internet access. Secondly, it can put the O2O page of the store's merchants, do advertising drainage and collect user data, which is convenient for secondary marketing. The most important thing is to put the advertisement of the download link of the O2O platform APP in the community on the vertical wifi page to attract users to download. You can see Annex 1: Business Model Diagram. (If you don't have it, you can download it from the website where birds call animals.) 4.2 Establish CRM
Establish a CRM customer data analysis and management system, on the one hand, divide customer levels and customer types to achieve accurate delivery; On the other hand, analyze user behavior, tap user consumption trends, and adjust operation strategies in time. (It's a bit of a headache to write about this, so I'm not going deep. If you're interested, you can add a micro-signal (keenlyqin, or search Qinke) to discuss it in depth.
5. Team management
5.1 Corporate culture
In order to ensure the stability of the team and the continuous development of the project, Vertical O2O should pay attention to the construction of corporate culture. First of all, we should count the values, that is, to create valuable platform products and pursue a perceived service experience; Secondly, establish three unique corporate cultures: learning culture, execution culture and family culture. (Detailed cultural system can be obtained from birds calling animals) 5.2 Incentive system
The company adheres to the management system of "values are greater than KPI", and the KPI assessment system of the enterprise only plays a supplementary role, mainly relying on unified values to let team members automatically and spontaneously perform each job. At the same time, the company reserves 21% of the shares as option pool, as an incentive policy for entrepreneurial partners who are willing to grow together.
5.3 organizational structure
A board of directors is established, with 1 chairman elected, 1 general manager and 1 deputy general managers. And 11 departments in three centers:
R&D center department product department technology department project department operation center planning department marketing department customer service department administration center human resources department finance department administration department is responsible for product design, prototype design and UI design technology research and development. Product testing, iterative value-added product development on the platform, customized development of publicity copy manual by customers, writing and launching of platform activity planning soft articles, online promotion of SEO merchants to join in, regional agents to answer customers' questions, assessment of customer after-sales service culture system, recruitment and welfare training, billing and collection of accounts, documents and materials of tax cashier salary meeting, The number of logistics procurement materials is 3 4 4 3 4 3 2 1 1 1
The main talents recruited and trained are software architects, product managers and user experience designers. Product test engineer, network operation, Business negotiation, etc.
6. Financial management
6.1 Investment forecast
Unit: 11,111 yuan
Fixed assets 15 Information expenses 2 R&D expenses 61 Marketing expenses 15 Leasing expenses 15 Unpredictable 5 Financial expenses 5 Total 312 Travel management 5 Salary and benefits 181
6.2 Income forecast
Year. Fee, cost and profit in the first year 311 312 -2 in the second year 611 511 111 in the third year 1111 611 411 in the fourth year 1411 711 711 in the fifth year 2111 811 1211
6.3 Investment plan
After the project started for half a year, the company started the financing plan, with financing of 21 million yuan and concession of 21-31%. ? (Generally, there are three statements: balance sheet, cash flow statement and income statement. If you are tired, don't write them. Interested friends can search online themselves.)? 7. Strategic planning (omitted) 8. Risk control (omitted)