How to do a good job in operation management? 1, capital chain
Capital is the first step to be considered in operation. How much money is needed to start a project, how much money can be used, and whether to consider financing when the funds cannot support the operation plan? How to turn these funds into snowballs through their own operations and bring the greatest benefits to investors is the core function of operations. Therefore, the operator has to consider the investment amount of the project, the withdrawal time and turnover period of funds, and the operating expenses (fixed capital and working capital).
2. Products
What do you want to sell? What is the market capacity of this product?
This is the planning of the product line and the prediction of the market. When developing or introducing a product, operators should first consider the prospect of the product and how much sales the whole market can generate, and then consider what kind of products to provide to consumers. Let me give you a simple example: a company produces chopsticks. Through investigation, we know that there are two ways to use chopsticks in China: one is repeated use, and the other is disposable use. The average unit price of reusable chopsticks is 10 yuan, and the average unit price of disposable chopsticks is 0.2 yuan/root. /kloc-0.2 billion people use chopsticks, and each person consumes reusable chopsticks twice a year, and each person consumes five pairs of disposable chopsticks every year. So how to plan the product line and predict its market capacity? Based on the above assumptions, we can generally have such a direction: at the product line level, we can produce two kinds of chopsticks, reusable chopsticks and disposable chopsticks. If we further subdivide the market, we can consider subdividing reusable chopsticks into high-grade ivory chopsticks, medium-grade silver chopsticks, low-grade bamboo chopsticks and plastic chopsticks. Disposable chopsticks can be subdivided into packaged chopsticks and chopsticks sold separately. When making market forecast, we can calculate it as follows: unit price * expected number of users * replacement times * year = annual product market capacity. According to this announcement, we can calculate that the total consumption market capacity of chopsticks should be 10 yuan/root * 1 20,000 people * twice a year *1year +0.2 yuan/root * 65438.
3. Who are the target consumers?
Target consumers are consumers of products, which may be divided into two types, one is sales unit and the other is direct consumption unit. Sales unit refers to the sales transit platform of products, generally refers to channel providers. Direct consumers refer to the final consumers of products. The final consumers of products can be divided into two types, one is organizational purchase, and the other is personal consumption. Organizational procurement can be regarded as group purchase, such as government units, engineering projects or spontaneous group purchase organizations. Only by defining the target consumers can we do a better job in marketing.
4. Product packaging and product pricing system
Product packaging includes two parts, outer packaging and inner packaging. Outer packaging refers to traditional physical packaging, which belongs to the category of product VI system. Inner packaging is only the packaging of product advantages and selling points, product function and value description, product positioning and advertising language.
Set the product pricing system according to the target consumers, competitors, costs and market positioning. Different target consumers set different price systems, which are reflected in the price difference between channel providers and end customers. Competitors and market positioning are the reference standards for formulating price competition strategies, and the cost is considered from the perspective of profit.
Generally speaking, positioning high-end products will maximize profits through brand guidance, high price and high promotion, share sales profits through channel sales and channel dealers, and give play to price advantages through flat operation.
5. Channel
With the product, how to sell it. Globrand.com channel here can refer to information dissemination channel and product sales channel. With such a product, how do you let the target population know? Is it spread by advertising? Or through distribution? Is it through direct sales? (e-commerce, telemarketing, door-to-door sales, TV direct sales) or through the establishment of self-operated stores, or through the agency or distribution model?
From the model, there are several key factors to maximize the profit of a product:
A, the profit space between the cost of a single product and the market price;
B, the number of sales per unit time, that is, the sales scale;
C. number of channels.
Therefore, in order to improve the overall profit, we need to consider selecting channels, stimulating consumption and managing channels from these three aspects.
Step 6 manage
Management is the supporting system of operation, that is, the process system composed of people and structure. As an operator, he needs to consider the following aspects to support the overall operational objectives.
First, structural management, that is, to establish an organizational structure, an enterprise must first have an organizational structure, and what functions members do under these structures. These members are all gears, interlocking and complementary. Speaking of organizational structure, I suggest you list your responsibilities first, and then divide the positions according to them. Only in this way can you make effective use of human resources and avoid overstaffing and redundant construction.
B. Marketing management (establishment and management of product/channel/price/promotion/sales task/competitive strategy/customer data/training/performance system);
Relationship management (external relationship management/internal relationship management)
7. After-sales service
What kind of service will be provided after the product is sold, such as product instruction manual, return support, etc.
Basically follow such a process: take money to make a product, then sell the product in some way, manage these links well, and finally calculate the time to recover the cost. This sentence condenses the essence of doing business and is the basic mode of most commercial operations at present.
So I personally think that as long as we think about these aspects and do a good job in these aspects, we can basically do a good job in operation.
As an operations manager, I think I should also have the following points:
1, learning ability, strong learning ability, so that the team you manage can make continuous progress.
2. Execution and execution directly affect the development of the website and the work efficiency of the team.
3. Analytical ability, competitor analysis, market analysis, operational data analysis, etc. Both need strong analytical skills.
4, management ability, no matter how good the team is, without effective management, it can't play its real value.
5, decision-making ability, a decision, can change the fate of a website.
What should I pay attention to as an operations manager?
1, team formation, different stages of website development, setting up different positions, giving full play to the role of positions, strong and effective teamwork ability.
2. Website development direction and planning, website SWOT analysis, competitor analysis, website development direction, profit model, core points, operational development goals and planning directly affect the healthy development of the website.
3. Monitoring of operation process, setting of operation target, effective promotion plan, promotion means, real-time monitoring of operation data, and timely adjustment of operation strategy and promotion means.
4. Website market expansion and brand building, brand building, resource cooperation and integration, and effective market insight and analysis capabilities will affect the long-term development and growth of the website.
What should we do as an operations manager?
1, team management, team setting goals, specifying the implementation direction and plan, and giving the team room for learning and development.
2. Operation monitoring, effective data monitoring, finding problems in the operation process, and timely proposing adjustment schemes and correct methods.
3. Effective strategies, facing difficulties and bottlenecks, how to break through and how to develop.
4. Market expansion. The development of the website needs the running-in of the market and the utilization of resources. How to effectively use resources, expand the market of the website, and establish the brand and influence of the website.