Listen to a friend tell his friend's entrepreneurial story.

The protagonist of the story is two in-laws, the husband is an IT dog and the wife is a private kindergarten teacher. The older she gets, the more she feels that her present job is no longer feasible and there is no way out. What should she do? Start a business.

A calculation, in addition to the house, car and real estate, there are more than1million deposits at home; What should I do if neither of my in-laws has any special expertise? Anyway, let's open a restaurant. So site selection, decoration, and finding a chef are all busy. After spending more than n tuition fees, the store opened and business was bleak.

As expected, a year later, the savings were spent and the two in-laws continued to work.

2)

My younger brother is directly affiliated to the university, a potential cadre of industry giants leading brands, and can't help but resign and start a business.

At first glance, there is no shortage of resources, angel investors, and the selected track does not have a strong head brand, so there is a great opportunity.

In the past two years, I have been busy from morning till night, looking for supply chains, running government agencies and visiting distributors. I was handsome, but I was too busy to find a girlfriend.

To make matters worse, the project was finally stopped for various reasons.

3)

I have served such a project, and I can't even call it a project.

Several partners, each with his own work, are very enthusiastic about opening a tea shop. I don't know if I should invest to open one myself. This is a kind of income for the family.

So I found a technical partner who is said to have rich experience in tea shops. From the beginning of product development, I adjust the taste, calculate the cost, rent the shop and decorate it. I lost confidence after a series of work.

Unpaid ambition is the biggest tragedy of starting a business.

4)

Artificial Intelligence and Industry 4.0 are one of the hottest words in recent years.

The essence of both is that machines replace manpower.

Upgrading from Industry 3.0 to Industry 4.0 is the original 30 million jobs, and there may be only 300,000 jobs left. Everything else has been replaced by artificial intelligence.

So, if you have a decent job, do it well and don't think about starting a business.

If you are unlucky to start a business or are starting a business, you must study the power of the brand with your heart.

Because this is already a completely branded era!

Many entrepreneurs find it more and more difficult to do. Why?

On the one hand, the market has developed for so many years, basically all businesses have been done, and competitors are still increasing; On the other hand, big brands represented by BAT have started to set foot in more and more industries and fields. With their market awareness and the huge flow of the brand itself, it will inevitably occupy and squeeze the living space of new entrepreneurial projects.

Therefore, the core task that entrepreneurs need to solve is: differentiation+brand.

Differentiation helps you stand out in the brutal competition in the Red Sea;

Brand gives you the ability to build a moat and create a private flow pool.

5)

As a business brand consultant, I have seen too many entrepreneurial failures.

It can even be said that entrepreneurial failure has become the norm and success has become a small probability accident.

What's even more amazing is that if you have the opportunity to ask these entrepreneurs questions, each of them has summed up different experiences and lessons.

The authorities were fascinated. Today, I will share my knowledge with you from the perspective of a bystander.

A. most entrepreneurs regard doing business as starting a business.

Many entrepreneurs confuse the two and think that starting a business is doing business.

This is a wrong cognition.

The essence of business is to make money. According to this standard, it can be divided into (1) businesses that satisfy food and clothing; (2) The businesses that can make money have surplus besides food and clothing; (3) More and more businesses can grow; (4) Business with growth rate.

Theoretically speaking, it is really impossible to start a business with the purpose of satisfying food and clothing, or to start a business that can save a little money. Because it can't fight some invincible enemies:

For example, the rise in rent and labor costs, the increase in competitors, and the impact of e-commerce.

So this kind of business proved to be "unprofitable for a long time".

An enterprise that can't keep growing is not a "startup company".

Therefore, real entrepreneurs should not only think about "how to make money", but how to grow-how to make money today 100, how to make money tomorrow 120, and how to make money the day after tomorrow 150.

In this era when business is done by the previous generation, the later, the more likely it is that your business is just a "food and clothing" business.

Therefore, never start a business with the idea of doing business, it is impossible to succeed.

B. "good" products are the foundation of starting a business.

What is a "good product"?

Many entrepreneurs, especially catering entrepreneurs, are particularly prone to make mistakes.

Many catering bosses I know think their products are very good, the ingredients are good, and the products are great, much better than their competitors.

The problem is that it is often that these restaurants do not do business every day.

Why?

Because from the deep-seated reasons, their products are far from "good products", at best, they just "have the prototype to build a good product"

Taking the catering industry as an example, from today's consumer market environment and the preferences of major consumer groups, "good products"

It is necessary to realize the three good standards of "delicious, beautiful and fun".

For example, in traditional barbecue shops, all the meat is arranged in the category of beef, mutton and pork, and the arrangement method is simply to put the plate on the table; Later, with the fierce competition in the market, various theme barbecue shops began to appear. One of them was called the Stone Age barbecue shop, which changed the meat on the plate into slate, and combined with its own stone style interior decoration, it had a more novel change.

But this is far from enough, it is just an upgrade of product decoration means, and it does not involve the product itself.

It's also a barbecue shop. Combined with the analysis of sales data, it is found that the order rate of an expensive imported beef is very low, and the core problem is that the price of a single product is too high. The current solution is: (1) emphasize the characteristics of imported meat in product introduction; (2) In product development, the whole piece of meat is sliced, and then a name such as "Cow King Mo Crossing the Flame Mountain" is taken, so that the waiter can make a fire on the spot, bake it on the spot and sell it piece by piece; In this way, the original price 120 yuan, about 200 grams of middle and high-grade meat, can be divided into 20-25 grams, and the per capita price 19.9 yuan must be exploded.

This is the three good standards of "delicious, beautiful and fun".

Today, when Yan value is justice, food is only the lower limit of catering success. What really determines how far your catering brand can go is your aesthetic ability.

C. Only one person can do business, and you have to work as a team to start a business.

Many enterprises define themselves by generalists and generalists. I strongly disagree.

It is not that starting a business requires a large team, but that starting a business requires corresponding job functions.

Analyzing successful entrepreneurial teams, you will find that there must be such a role.

(1) Excellent product manager; He can combine the market and consumer demand to build a product system; Research and develop new products by studying market trends and competitors. In a word, this position can solve all the problems about products.

(2) director of comprehensive operations; Know promotion, know public relations, and know exactly what to do at what stage.

(3) hands-on managers everywhere; Daily brand management, overall workflow management, employee recruitment, training and assessment.

Entrepreneurs can pay attention to 1 and 2 of them, but don't think you can do everything. In a word, you are really busy.

D. The finer you think, the better. The unclear overall development path will inevitably lead to difficulties in subsequent operations.

Business plans should be familiar to everyone, right? From my experience, whether you want to find an investor or not, as long as you decide to start a business, you should write a detailed business plan, which is actually for entrepreneurs.

Writing a business plan will force you to understand market trends, industry conditions and competitors; It allows you to explore your own superior resources and core values and build a complete operation mode of the system; You can also establish the role of business participation according to the operation mode, and then build the organizational structure of the entrepreneurial team to determine their respective division of labor and scope of responsibilities; It can also help you clearly summarize the overall development stage and the key points of each stage; Even a business plan can plan your overall capital demand in advance, as well as the profit model and expected income of this business model.

Just as ancient marching and fighting inevitably needed the advice of military advisers, excellent entrepreneurs must write detailed and systematic business plans for their own projects, and even update them according to different development conditions, so as to better help the project grow.

It is hard to believe that a brand that doesn't even have a business plan can succeed.

E. Business model, customer locking model and scene interaction are the three magic weapons to achieve popular brands.

The competition in the Red Sea market has developed to the stage of mode competition.

Taking pork as an example, the pork sales model in 1.0 era is the most common hypermarket model, and the main factor affecting consumers' purchase decision is' pleasing to the eye'. In the big market, whoever looks the most pleasing to the eye will buy it;

In the era of 2.0, pork brands represented by 1 local pig put more emphasis on the characteristics and brand stories of their own products. At this time, the main factor affecting consumers' decision-making becomes the added value of the brand;

Then in the era of pork sales 3.0 represented by Aunt Qian, the key point that affects decision-making becomes the promise of' not selling overnight meat'.

This is the value of the business model.

Lock-in mode refers to urging seed users to purchase products and services frequently for a period of time through technical means.

Let's take our own case as an example. A curry snack brand we serve planned to capture and continuously lock seed users through a creative marketing activity when it opened. In view of this goal, after calculating the cost, we launched the activity of buying 100 curry fish eggs in 9.9 yuan and receiving them 20 times a month.

For another example, this summer, we upgraded the summer menu of the old French barbecue and designed an activity of buying 50L craft beer for 39.8 yuan. Through this activity, we locked in about 250 customers, and forced this group of customers to spend money in the store many times within 60 days.

Scene interaction is a new vocabulary created by combining the hot words "scene marketing" and "interactive marketing" in recent years. Simply put, it is to design a marketing activity with strong interactive relationship by combining the landscaping in space.

A typical example is the street atmosphere activity with rice yogurt.

F. finally, we should do a good job in employee training.

It is people who compete in the end, that is, excellent employees;

Many entrepreneurs understand that employee training is often just simple job skills training.

This is just the foundation.

Excellent entrepreneurs pay special attention to the following aspects in the process of employee training:

(1) introduction to the company's concept and development plan, also known as chicken blood;

(2) The overall introduction of the company's operation mode and the value and role of each function in this system are, in layman's terms, what your post will do;

(3) your personal development path, as well as the job skills and assessment standards that should be mastered at each level;

(4) Salary system, many business owners are ashamed to talk about money, and think that salary is a very private matter, which is actually more prone to problems; Let the salary standard be released, so that every colleague can always know his own value and have a goal of struggle and struggle.

(5) Staff training should pay special attention to the sense of ceremony. Psychological point of view shows that group participation in activities with strong sense of ceremony is more conducive to the cohesion of team spirit.

Finally, once again advise everyone that it is difficult to start a business, and do it well if you have classes;

Entrepreneurs who are working hard, please take every step!