1. 1 project introduction
Vertical o2o is an O2O platform that integrates the service and sales information around high-end residential areas and solves the pain point of the last mile distribution for users. (Done in one word) 1.2 Market prospect
Around the residential area where residents are concentrated, all kinds of residents' services are relatively complete, and restaurants, repair shops and so on can be found, but their services are too scattered and lack an integrated platform centered on the residential area. Hungry, Taodian has integrated catering, and various housekeeping apps have integrated housekeeping services, but there is no good platform for service integration in the community-centered vertical life field. According to the data analysis of iResearch, it is predicted that by 20 15, the community O2O market in China will exceed 400 billion, with a blank market and huge volume.
1.3 propulsion scheme
At the level of technology research and development, realize the synchronous integration of multi-terminal data of PC, WebAPP, WeChat and APP; At the level of marketing promotion, the strategy of "PC-side occupying media headlines, mobile-side WeChat circle people, and store-side vertical wifi diversion" is implemented; At the operation and maintenance level, services and special sales are cut in, supplemented by community socialization, which increases user viscosity. Advantages of 1.4 project
First of all, Zongji o2o has a professional product development, platform operation and marketing team; Secondly, vertical o2o has an original drainage mode and a precise entry point, which not only meets the interests of upstream businesses, but also solves the pain point that downstream users are inconvenient to obtain services. 1.5 profit model
There are three profit models of vertical o2o: the first is value-added services, accounting for 30%;
The second is the percentage of business sales, accounting for 60%; The third is advertising revenue, accounting for 10%. 1.6 strategic planning
Vertical o2o on the vertical O2O line has the following plans: 1) platform operation 12 months later, scale profit will be realized, covering more than 500 high-end communities; 2) Apply for national projects with the concept of smart community, and get support from 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, combine software and hardware, and provide integrated security, home and service solutions for the community.
2. Market analysis
2. 1 macro analysis
Community O2O is not only the online verification of offline enterprises and pure e-commerce enterprises, but also the seamless integration of online and offline terminals, such as stores, PCs, mobile phones and televisions. , so that consumers can enjoy offline personal service while enjoying online preferential prices. According to the data analysis of iResearch, it is predicted that the community O2O market in China will exceed 270.88 billion by 20 15.
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 Microscopic analysis
Now the community O2O competition is becoming more and more fierce. At present, there are platforms such as Ding Dong community, community worry-free, community inquiry, community housekeeper and community assistant. Especially on May 17, Shanghai Ding Dong Community announced that it had won an angel investment of 1 100 million yuan, pushing 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, vertical O2O has an original drainage mode and a precise entry point, which not only meets the interests of upstream businesses, but also solves the pain point of access cost of sufu for downstream users. 2) Disadvantages: relatively late entry, relatively lack of initial resources, and time needed for team ink cartridges, which hindered the start of the project. 3) Opportunity: To be sure, this market is large enough, and there is no decent community O2O at present.
Platform, which gives vertical O2O a very good opportunity. Vertical O2O believes that the original model can be divided into big cakes in this market. 4) Threat: The biggest threat is the entry of giants, and the model is easy to be copied. Secondly, the stability of the team structure will have a negative impact on the project. The main solution is to cut into the operation from a single point and deepen the offline service, but it is not 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 goal of vertical O2O is to cut into high-end communities. The reason is that, on the one hand, compared with the disorderly management of most communities, high-end communities or communities with high operational maturity, the stability and high culture of residents can make the promotion of O2O platform smoother; 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 community O2O platform adheres to the principle of "free for downstream users and charging for upstream merchants". There are three profit models: 1) The first one is value-added services, mainly to help businesses build free vertical wifi, open vertical micro-signals, online O2O platform, product copy design, store poster design and so on. On the one hand, vertical O2O 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). On the other hand, the service merchant can trust to open his store on your O2O platform, which is expected to account for 30% of the total business income; 2) Followed by the sales share of the merchants. Merchants publish products and services on the platform, and publish group purchase discounts. 5-20% of the generated transaction amount belongs to the platform, which is the main income, accounting for 60% 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, advertising fees are charged to merchants, which accounts for the whole.
65438+ 00% of business income. There are also unexpected profit models, which are put into strategic planning, such as * * * special funds and high-end integrated intelligent solutions in small areas. I won't expand it here.
3. Product technology
3. 1 R&D process
At the level 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 practice, Vertex O2O should realize 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 O2O is to help merchants set up free vertical wifi in stores, open vertical WeChat, launch vertical O2O platform, design product documents, design store posters and so on. To ensure that businesses have good drainage channels and brand display.
4. Marketing promotion
4. 1 marketing strategy
At the marketing promotion level, the strategy of "taking the headlines from the media on the PC side, vertical WeChat users on the mobile side and vertical wifi diversion on the store side" should be implemented. See Annex 2: Marketing Process Matrix (if not, you can download it from the website where birds call beasts). The PC side occupies the headlines: 20 14 years is the first year of mobile internet, and the traffic on the mobile side is the same as that on the PC side. On the one hand, it shows the surge of mobile traffic, on the other hand, it also shows that PC will still occupy this market in the next five years. Users have a habit. No matter how good you say, he won't believe you. He would rather go to Baidu to learn about it himself. Therefore, the focus of the PC side is to occupy Baidu's first home page, which is a reflection of the headline strategy mentioned by vertical O2O. SEO is the main marketing method, supplemented by SEM (bidding); Mobile phone WeChat circle: The biggest purpose of embedding webapp into WeChat is to attract fans quickly. Users only need to scan it to become your fans, and they can send it accurately without downloading the app, so the second one.
The marketing battlefield is WeChat, and the fan economy broke out. Store-side vertical wifi diversion: Users generally like to get free wifi when they enter the store, and vertical O2O can use this demand to lay wifi for businesses. First of all, it can meet the needs of users for free internet access. Secondly, you can put the O2O page of the store merchants, do advertising drainage, collect user data, and facilitate secondary marketing. The most important thing is to put an 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 the attachment 1: business model diagram. (If not, you can download it from the website of songbirds. ) 4.2 Establish CRM.
Establish CRM customer data analysis management system, on the one hand, divide customer level and customer type, and realize accurate push; On the other hand, analyze user behavior, tap user consumption trends, and adjust operation strategies in time. Writing this is a bit of a headache, so I won't delve into it. If you are interested, you can add a micro signal (keenlyqin, or search) to discuss it in depth.
5. Team management
5. 1 corporate culture
In order to ensure the stability of the team and the sustainable development of the project, vertical O2O should pay attention to the construction of corporate culture. First of all, we must count the values, that is, create valuable platform products and pursue a perceptible service experience; Secondly, establish three unique corporate cultures: learning culture, executive culture and family culture. (Detailed cultural system can be obtained from birdsong 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 an auxiliary role, mainly relying on unified values to let team members perform various tasks automatically and spontaneously. At the same time, the company reserves 20% of the shares as option pool as an incentive policy for entrepreneurial partners who are willing to grow together.
5.3 Organizational structure
Set up the board of directors, and elect the chairman of 65,438+0, the general manager of 65,438+0, the deputy general manager of 65,438+0, and the main departments of 65,438+00:
Three centers R&D center departments Product Department Technology Department Project Department Operation Center Planning Department Marketing Department Customer Service Department Administration Center Manpower 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 brochure by customers, writing and publishing of platform activity planning soft articles, online promotion and joining of SEO merchants, answering questions from regional agents joining customers, evaluation of customer after-sales service cultural system, billing and collection of recruitment and welfare training, documents and materials of tax cashier's salary meeting, and materials of logistics procurement are 3443211.
The main talents are software architect, product manager, user experience designer, product testing engineer, network operation, business negotiation and so on.
6. Financial management
6. 1 investment forecast
Unit: 10,000 yuan
Fixed assets 15 information expenses 2 R&D expenses 60 marketing expenses 15 lease expenses 15 unforeseeable financial expenses 5 total 302 travel management 5 salary and benefits 180.
6.2 Revenue forecast
Annual fee income cost profit in the first year 300 302 -2 in the second year 600 500 100 in the third year 1000 600 400 in the fourth year 1400 700 700 in the fifth year 2000 800 1200.
6.3 investment plan
Six months after the start of the project, the company started the financing plan, financing 20 million, giving 20-30% of the shares. ? There are generally three kinds of statements: balance sheet, cash flow statement and income statement. Don't write when you are tired. Interested friends can search online by themselves. )? 7. Strategic planning (omitted) 8. Risk control (omitted)