Have you ever been a father and a mother, and your employees still think you're not doing a good enough job?
Did you give your employees a commission, a high base salary, they still feel inadequate?
Do you come across employees who are doing a good job and feel that they are doing a good job and talk to you about salary increases?
Are you arranging things that employees will always procrastinate, have not been able to finish or take a long time?
Are you trying to help your employees grow and they don't appreciate it, but instead say they are hogging their off time and think they have it figured out?
Do you ................?
I'm sure a lot of entrepreneurs face the above problems, and there are all sorts of weird ones that come up.
Here I will tell you through my experience what you need to prepare for starting a business? What needs to be designed? How to improve performance? How to develop relevant mechanisms?
The first big point: the process of the first startup?
Selecting a project - building a founding team - registering a company - injecting capital - top-level design
(1) Selecting a project
? The choice of projects must be in line with the national trend Business trends Ceiling is high enough The ceiling here is the project in the current industry in the quantitative level of how high: for example, the catering industry according to the data predicted that by 2020 will reach 5 trillion quantitative level of the market, although the quantitative level is high enough, but we also need to refer to an indicator that is the thickness of the profit, because we ultimately earn the money is the net profit rather than the turnover, these two indicators can be enough to determine the ceiling of an industry, and the catering industry is the daily meals are needed belonging to a high-frequency industry, but whether the product is high-frequency depends on what you choose, but now to engage in the catering industry, I recommend that we go from the single product to cut, which is a niche vertical product market, easy to replicate, the supply chain is greatly shortened, and the procurement of raw materials is not so complex, save time! To improve the efficiency, like now too two fish, artisan grilled fish are belonging to the single product market, and fish this category has a nourishing effect in today's sub-health era audience is relatively large, so you can choose to fish this project to cut. But at the same time, the catering industry competition is huge, belongs to a red sea market, so then do when you must think about the new business model. There is now a B2B supply model of the industry market volume is 10 trillion so a platform level height, now also get a lot of capital favor, we can also think in this direction, but do B2B supply need more than enough new knowledge structure, in layman's terms is to summarize the whole industry chain associates to enter your platform, and then through the big data to make money a business model! The profit point is a lot.
(2) Build the founding team
? Team building to complement each other, do not only the same kind of skills, the team recommended more than 3 people 7 people to the main singular, the team must have a boss, do not discuss all to, this is certainly true, but the major direction of the time when the views of the inconsistency of the time there has to be a person who needs to clap the board, I think: team members should have a chief marketing officer, chief operating officer, chief technology officer, chief architectural officer, chief product officer, chief technology officer, chief product officer, chief marketing officer, chief operating officer, chief technology officer, chief technology officer, chief product officer, chief architecture officer, chief product officer, chief product officer. Chief Architecture Officer, Chief Product Officer, the five types of people, the chances of success will be a lot more, if the team is 3 people, the main consideration of the start-up, start-up companies are mainly based on the performance of the growth of the main, then the need for marketing officer, product officer and operations officer can be, and then later on, when the company to do a big time and then slowly introduce other types of talent.
Team members should have the quality of seven principles:
There is a reverse business
That is to say, when encountering difficulties or setbacks, the ability to rebound is strong.
There are character
To determine the person's comprehensive quality is relatively high, easy to friendly communication.
The main thing to look at is whether the person's pattern is big enough to accommodate people and things.
New thinking
Accept new things, and have to embrace the idea of new things.
Learning
Willing to learn, and can understand the meaning of the book, quickly to understand the essence of a thing.
Gratefulness
When you encounter help, you learn to be grateful to others, learn to give back to others and society, and do not be selfish.
Have love
Have a kind heart, to face the society, to face the family, to face the love.
(3) Registering a company
? Before the registration of the company to determine the proportion of the company's equity, the proportion of capital contribution, the shareholders agreement contract, the company's entire VI design, the company's scope of business, the registered capital, it is recommended here to register with the industrial limited company or technology limited company, because the industry can do a lot of categories, science and technology companies are riding on the Internet industry within the future some government resources or subsidies can be declared.
(4) capital injection? Funds can be injected into a one-time injection can also be injected into the time, but the longest recommended not more than a week, the injection of funds is recommended to open a public card, in the name of an individual or the company name can be opened, the SMS service and take the card need to be separated, so that the bill can be monitored at any time.
(5) top design
Why should we cut into the top design, top design is a concept of architecture, as if building a house, you are the first brick or first drawings of the structure, it is clear that the house must be the first drawings of the structure and then bricklaying, bricklaying will lead to half of the direction of the wrong direction needs to be adjusted, so that the cost of time and the risk is too high, the top design is a closed-loop design, is to be the first to build a house, the top design is a closed loop design, it is a closed-loop design, is the first to build the structure of the structure, then bricklaying. Top-level design is a closed-loop design from the top down, which is a closed-loop process of setting the ultimate goal clearly and then analyzing the framework based on the goal. Speaking of which, I would like to recommend a few books to you: Lean Startup Exponential Organizational Flow Pool, these books are very helpful for entrepreneurship, I hope you do not read them carefully, and understand the intent, the benefits of doing so are: you can reduce the risk of reducing the cost of making mistakes, and give the project to draw the soul of the solid state of things night state. So how to set up the top-level design with the company, below I do a little framework combing.
1. Goal setting
The purpose of goal setting is to let the whole team know where the direction is, how to move forward, the data of the goal must be decomposed, or management and company employees see the big goal will be under pressure, but the goal is broken down to every month or every week when the impression of incomplete has been greatly reduced.
2. Reference to the benchmark
Need to choose your industry to do a better job of benchmarking analysis of enterprises, analyze their business model, industry direction layout, tactical play, team structure, product categories, precise customer base areas, community building, the whole network marketing system, etc. This will allow you to make your direction clearer in the development of strategies can be avoided, understand the situation of competitors. The situation of competitors.
3. Strategic planning (competitive strategy, development strategy, blue ocean strategy, product strategy, business strategy)
Mainly to establish the layout of the company's top direction, grasp the steering wheel, when the deviation can be pulled back to a line, where the establishment of all the strategic planning must be visualized, so that employees, shareholders of the company's entire staff know the direction of the company's development.
4. Business model setting
Business model is to set the way you make money, the profitability of the business chain to understand, to understand, business model setting must follow a principle that is altruistic, if not in accordance with this principle in the setting of this model is very difficult to sustain, I studied a lot of companies, but all can be done to develop rapidly are to let the profits to the Consumers, suppliers, especially Internet companies, such as WeChat, the user free of charge, to the user free of charge for the purpose of accumulating traffic using the base, when the user using the base becomes large, which is a huge data, in this huge base, the flow has been locked, and also long-term use, that WeChat disguised as a showcase, Tencent can make money through the B-side, for example: business advertising, can Earn advertising fees, program development also earn development costs, but like this platform software is the existence of a bilateral market, and then for example: droplets are also the existence of a bilateral market, the C end does not make money by the B end, but droplets are two-way in making money, so sustainable, of course, how the market will become later, we can only look forward to. So the design of the business model is also very important, if you do not find a suitable way to profit means that this model is not successful, for the business model to send you a few words: what is not to do? What is not earned? The meaning of this sentence is that you see some of the ways to make money is only obvious, such as KFC, it does not rely mainly on the sale of burgers to make money, it is to rely on the real estate lease fees and franchise fees and the supply of raw materials to make money. So KFC is also a hidden real estate agency.
5. Core value culture (mission, vision, values)
? Then here the core values of the development is to correspond to the core functions of the product, not just shouting slogans, here I cite an example, Alibaba's mission is: to make the world no difficult business, which is in line with the Taobao to help the B-side of the crowd to build the concept of entrepreneurial platforms, Taobao is a platform for virtual products, the Alibaba's mission and the product's core functions correspond to, and then look at the Jingdong that we are familiar with! Group's mission is to make life easier, so Jingdong in logistics and distribution, in all categories to build a lot of material resources, manpower and time costs, logistics faster, the rate of genuine products up to 98%, the product price is cheaper, better quality, this is nothing more than in the fulfillment of their own mission, if you can not understand you can look up the relevant information a lot of research you will be able to understand.
The vision is that you want to make the industry what kind of company, for example: you are doing the catering industry, then our vision is set: China's Internet catering industry leaders, the current Haidilao and Xibei are two representative of China's catering enterprises, one is to do the hot pot, one is to do the core of Northwest Cuisine Catering Company, Haidilao's vision is to: so that all people to eat hot pot preferred when Haidilao! This vision is translated from another angle: to become the preferred brand of global hot pot, the vision is big.
? Values is the company's code of conduct, set here the simpler the better, I still use Haidilao as an example, Haidilao's values are: in the management, advocate the value of hands to change their destiny, create a fair and just working environment for the staff, the implementation of humane and affectionate management mode, enhance the value of employees. This value is right, but I personally think it is too long, the font can be condensed, try to streamline the font, easy to pass to the staff, to consumers. In fact, the values and the founder's character traits and the way of life will have a relationship, if my future company to develop values, I will be two words "care" here care for the following: care for customers, care for employees, care for family, care for partners, care for shareholders. I link the direction of human nature, when your employees in the process of customer service to think about whether I care for each customer, when your leadership in the management process, whether the care of the staff's growth, progress, when your employees in the company has grown, but also to earn money to always remind them whether they have to care for their own families, when you docking partners, whether the service is to do the best, these are all in the company to set the language and behavior. are in the company to set the language code of conduct, so that the company's employees deep into the marrow, and constantly strengthen the memory of its values, when the brain line into habitual memory, he really as a habit of behavior to serve everyone, this culture is continuous, permanent, he is like a spiritual pillar, continuing to pass on.
? 6. Performance appraisal (management mechanism, KPI, OKR, promotion mechanism, elimination mechanism)
? This item is the assessment item, the development of management mechanism is when the company more than 50 people size when the development of a system, so that everyone in accordance with this system to do things, oversteps will be punished, but also in order to make the whole organization can work in synergy, KPI is the index assessment method, the monthly development of economic indicators and tasks are and commission, salary linked. OKR is the goal and key results method, emphasizing the goal-oriented and completed OKR is the goal and key results method, emphasizing the goal-oriented and completion of the progress tracking, results-oriented assessment method, has nothing to do with the salary, will be used as a criterion for elimination, the promotion mechanism is set up to allow employees to have a running start, to see the company's career development path, so that employees work hard to complete each jump, promotion platform promotion of personal advice, try to flatten and partnership, when employees to achieve a certain level can be in the form of partnership business unit to give its entrepreneurial Space, so that the cultivation of talent is not easy to leave, the establishment of the elimination mechanism is to let those who take the company's fake efforts or do not work hard to replace the iteration, to the more outstanding people vacate the position, and then this point on the implementation of the I hope that all the leadership to deal with strictly, can not be too much to talk about personal feelings, of course, in the company there are only a few people on the time there is no need to implement the real, it is also when the company reaches a certain size of the time adopted by the The way to do this is when the company reaches a certain size.
7. Positioning (customer positioning, market positioning, product positioning)
Speaking of positioning before giving you a first look at the three simple and commonly used positioning methods: oppositional positioning method, the USP positioning method, the ascending positioning method
Oppositional positioning: the benchmark is the competitors, not the user, through the people do not have I have, people have I strong so a logic to do positioning, such as Shenzhou Special car and drip, drip is a platform, no vehicle, it is only through the construction of the Internet platform to establish a link between private cars and consumers, in recent years, drip out of a lot of fatalities, in the minds of customers caused by the image of insecurity, that time Shenzhou special car want to go to occupy the market of the customer's mind, if the hard words is obviously very difficult to carry, from the flow, financial strength, brand influence, market share, technological maturity, Shenzhou special car want to go to capture the customer's mind market, if hard words is obviously very difficult to carry, from the flow, financial strength, brand influence, market share, the market share, and technology maturity. The Chief Marketing Officer of Shenzhou Chauffeur cut into the customers' mind from the safe image - "safer chauffeur" through the self-owned way to do the high-end business group, plus the image of high-quality and professional services, Shenzhou Chauffeur came out of the market after two or three years. After two or three years, Shenzhou Special Car has emerged from the market. This is the use of the method of antagonistic positioning, and the logic of "no one has what I have" is used to break into the market. Yang Fei do marketing is very powerful, the last few years of operation of Ruixing coffee immediately also in the United States is ready to go public, his masterpiece is: flow pool recommended that we can go to study.
USP positioning is: the 1950s author Roser Reeves created a theory, now many companies are using, meaning that the consumer to speak a unique selling proposition, is through a strong product function point, the concept of packaging, to the user to leave a distinctive impression, the establishment of competitive barriers. For example, Red Bull drink, tired, sleepy, drink Red Bull, emphasizing the Red Bull is an energy drink, and then for example: OPPO cell phone charging 5 minutes, talk for two hours, another function of a clear positioning, emphasizing the flash charging function. There are also stomach pain, stomach bloating, stomach acid, use Starshu, these are the use of a powerful USP positioning theory and the development of the positioning, you look at the stomach pain, stomach acid in people's impression of the first time will think of, and now it is estimated that no one remembers the other brand, so in the reinforcement of the mind to seize the customer's mind is very important.
Dimensional positioning: just the opposite of antagonistic positioning, the same competition, not and competitors in the same dimension of differentiation entanglement, but directly to another height, creating new blue ocean category market. In the form of expression, the most commonly seen ascending positioning is: xxxx industry leader and xxxx revolution, although it seems a little big a little empty, but consumers usually have a tendency to be strong, curious, choose a big brand, choose a more advanced product psychology, so it will produce practical effects, here we cite an example: Xiaomi and LeVision and then enter the climate of the Internet TV, Changhong, Skyworth, Konka also entered the early days, but the several companies were originally doing traditional TV, but this is not the case. Several companies originally do traditional TV, production and then sold to consumers, but with the continuous rejuvenation of the clientele, these companies also try to enter the Internet TV, but not all the way to traditional TV, so the power in the Internet TV will not be too big, but the path of dependence, when Xiaomi and LeVision directly into and without any worries about a large number of promotions, came to want to revolutionize the direct With the ascending positioning theory to quickly seize the Internet TV set in the customer's mind the market, so after two or three years of hard work, the market will quickly warm up, expansion and maturity, now young people to buy TV preferred Internet TV set, the most recognized brand is millet and LeTV. This is the use of the ascending positioning method to realize the revolution.
For the customer base, market, product positioning is also through these methods to do thinking, to seize the customer's mind, to simulate the user profile, to find the core product features. If you can understand these positioning theories I think you can become a small positioning teacher later.
The top-level design is to formulate the whole strategic direction of the company from top to bottom. It is a process of standardized planning and analysis of all the paths to implementation.
Then in the process of operating a startup, so that the process from small to large, we must use a low-risk entrepreneurial approach to operation, do not come in on the heavy money into the project, there is more money is not so to spend, we need to establish an exponential framework, to go to the market with the smallest MVP trial and error, through the learning and feedback from the user data to iterate and upgrade your product, and thereby to win the needs of users. We need to build an exponential framework to go to market with minimal MVP, iterating and upgrading your product through learning and user data feedback, so as to win the needs of users.
So here I teach you by describing:
The second major point: how to build an exponential organization?
First of all, we have to understand what is meant by an exponential organization, and those who have studied geometry should know that an exponential is when a curve reaches a critical point in a geometric way to the sub-square of the exponential growth process.
So what are the essential attributes of the exponential organization, here to explain the eleven strongest genera of the exponential organization:
1. ambitious change goals
That is, you do the project to develop a great goal, the company has a soul, to determine the direction of the company's development, and when it does not stick to the time when there is a mission still need to be accomplished, so why is it that it is a fortress with a soul.
External Characteristics:SCALE
2. Employees recruited on demand
These employees are not recruited full-time by the company itself, but by a group of people who recognize the company's goal of change **** the same way to promote, these people are always present and have a way of behavior that can be dismissed.
Communities and the public
To establish their own community related to the goal of change, to do the attraction, brand promotion, so that these communities of people that become consumers, but also become a brand evangelist, Xiaomi is the use of the community: 10 million of the base of the home of the rice flour sold 20 million cell phones. There are Jindoduo use of community communities to sell goods, these communities can *** with the same to go to the group, so the price will get a great deal, at the same time, each community has a starfish model to establish a small network sales team, these people sell goods can be revenue. So the establishment of the community in this era of rapid development of the Internet how important, driven by the capital market emerged a large number of enterprises using community marketing have survived, have closed down.
Algorithms
is the business logic of data, through data analysis of user behavior and situation, so as to develop the corresponding marketing strategy
Leveraged assets
With the use of available technology, capital, resources to help the company to do incremental and empowerment.
Engagement
Develop gamified campaigns that engage users to increase interaction between the brand and the user, which in turn increases repurchase rates.
Internal Feature:lDEAS
User Sessions
Create touchpoints where users can interact with the brand through an identifier.
Dashboards
Visualize user data including buying behavior, buying habits, and buying preferences.
Experimentation
By building an MVP to conduct market trial and error, capture user reactions, and collect data to iterate and update niche products to meet C2B model experimentation.
Autonomy
The company should establish a sustainable mechanism to promote employee self-management within the company, so that employees can manage themselves, and here is a suggestion to do departmental independence or market independence, to establish self-management, but the prerequisite is that the market independence to have a large number of orders or orders outside the company.
Social technology
Establish a decentralized product or activity with social attributes to allow flat people to communicate and interact with each other, increasing brand stickiness.
Twelve steps to create an exponential organization:
The goal of grand change
is to establish a great goal that can be revolutionary, such as the goal of FanDeng is to help 300 million people in China to develop the habit of reading.
Create or join a community organization related to the grand goal of change
FanDeng, for example: FanDeng now have a community, China Self-Discipline Book Club community
Establish a small team
Build their own small team, 3 to 7 people can be, the ability to complement each other, at least have a chief architect, chief product officer, chief marketing officer.
Breakthrough Idea
Meaning that the idea should be developed to meet the following criteria:
1. 10x growth characteristics
2. Can reduce the marginal cost of the product
3. Reduce the cost of purchasing for the user
Creating a business model canvas
Finding the Business Model
p> Find ways that the program can make money, and think in terms of the profitability model towards the following:
1. Find ways that the program can generate multiple incomes.
2. Turn one-time income into sustainable income.
3. No matter how the market changes there is a product profitability killed can make money.
Establish MVP (Minimum Viable Product)
When a product is not validated by the market, we find a reliable, low-cost product to enter the market, and then go to the validation to trial and error, and iterate in combination with user data.
Validating the market and sales
Look at market feedback through the product.
Achieving SCALE and IDEAS
Achieving exponential organization is one of the strongest attributes here just achieving MTP and the other 3 attributes is good enough.
Learning to create a culture
The establishment of the company's corporate culture, which is very important to allow employees to have a code of conduct, there is a direction of action, encountered a collision of values, you can use the culture to establish the behavior of the staff, which can make the business evergreen.
Regular review of key issues
Eight issues:
Product features, product advantages, channel access, customer experience,
Establishment and maintenance of the platform
The community and the brand of continuous maintenance, through the topic of marketing, scenario marketing and value marketing to attract customer referrals to establish a hematopoietic organization.
The third major point: the marketing of the whole network system to establish?
First of all, we have to understand what is meant by the marketing network system: it is to open the offline to online or online to offline social circulation channel ecological chain with transaction scenes.
Online contact tools:
APP, WeChat small program, WeChat public number, self media
Offline contact tools:
Chain stores, spreadable visual advertising (solid media, night media)
Looking forward to the next time to share
All of the above is a startup team need to think about the problem of nowadays. Founders need to have a great amount of knowledge and real-world experience so that the success rate of the startup will be higher. As a CEO you need to continue to learn, to iterate your knowledge structure, to keep track of market changes, constantly break through their cognitive boundaries, do not think of curing in a level, jump out to see themselves, look at the industry engaged in, embrace innovation, embrace new thinking, to go to and a variety of people from all walks of life to learn, when your knowledge structure is built into a mesh, you can be cross the crowd through, so that you can lead the company steady, innovative development. The company's development will be steady and innovative.
These are through my entrepreneurial experience and read a lot of books, research a lot of companies summarized a set of thinking, I hope to be useful to you, to avoid taking a detour, I'm not talented, if the point of view is not right, it may be that the students have not yet comprehended, you can discuss with each other to explore.
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Content to be continued ............. unfinished