Case analysis reference of entrepreneurial failure

Case study of entrepreneurial failure 1: The story of former long-distance running champion Ai Dongmei’s entrepreneurial failure

Former national long-distance running champion Ai Dongmei’s story Life seems to come with problems. After going through twists and turns such as asking for salary from coaches and selling medals to survive, she finally encountered new difficulties when she opened a clothing store in a shopping mall in Tongzhou. Yesterday, Ai Dongmei said that because it is difficult to start a business, her clothing store may not be able to open.

Operating a store

Earning only more than 1,000 yuan a month

In fact, Ai Dongmei’s business has been very quiet since she opened the store in 2007. Fortunately, the mall waived her rent for two years, and the supplier also gave her many discounts, so she could barely survive. It has been a year and a half since Ai Dongmei opened the store, but her income has not been much. "In this year and a half, I have made an average of more than 1,000 yuan a month. The best time is the month when the Olympic Games opens. The turnover is more than 20,000, but usually it is very little."

But now the mall where Ai Dongmei is located is going to be renovated. "The mall has asked all merchants to move out before March 20. After the renovation, it will be very small. My rent is no longer exempt, and I am facing re-employment,” Ai Dongmei said, “Now, I just hope that there will be some preferential policies for retired athletes like her who are living in difficulty.”

In order to save money

Ai Dongmei gave up going home for the New Year

What makes Ai Dongmei a little relieved is that her daughter has already attended a kindergarten in Tongzhou in the summer of 2008. This kindergarten takes special care of Ai Dongmei and waives tuition fees. But Ai Dongmei admitted that she still wanted to earn more money, hoping to be able to afford her children's education in Beijing.

Currently, Ai Dongmei’s family still lives in a community in Tongzhou District. The house is shared with others, and the monthly rent is more than 500 yuan. Although the money is not much, it is still unbearable for Ai Dongmei and his wife, who are about to lose their jobs. In order to save some money, Ai Dongmei gave up her plan to go back to her hometown in Northeast China for the Spring Festival this year. "The train tickets are too expensive, and it will take several days to go back and forth. I decided to celebrate the New Year in Beijing." Ai Dongmei said helplessly.

Case study of entrepreneurial failure 2: A rural entrepreneurial failure experience of a post-80s generation

I am a post-80s generation and have always had an entrepreneurial dream. I want to start my own business and let my parents enjoy it. In just a few days, I will make my company bigger and become an internationally renowned enterprise, bringing glory to our great motherland. But my entrepreneurial journey was not as simple as I imagined.

I am a rural child. I grew up in the countryside and am familiar with the rural environment. Grass is everywhere in the countryside and it is quiet. It should be good to engage in breeding industry. (This is what I read in a book. You need to successfully integrate all the resources around you.) What kind of breeding is the most economically beneficial? After investigation, I chose rabbit breeding, and I just did it. I bought the breeding facilities-rabbit cages, troughs, water tanks, and books on rabbit breeding techniques.

I considered that at the beginning, I had no breeding experience and did not understand the market conditions, so the breeding scale was not large, so I started my entrepreneurial journey.

But Gradually, problems began to arise. I began to feel too tired. During the day, I had to clean, feed, disinfect, vaccinate, mix ingredients, etc. It was nothing, I just took care of it like this. It was still caused by (some) rabbits dying. Although the number of deaths was not large, it still made me worried all day long. It felt like psychological fatigue. Moreover, it would take three months to see benefits. Even if the benefits were seen, because breeding If the scale is too small, the profit will not be much. As a result, interest in rabbit breeding began to fade, and I began to look for projects that would yield faster results, make more profits, require less effort, and be easier to develop.

In this way, my first entrepreneurial attempt failed. I then made some other entrepreneurial attempts, but they were not ideal.

At this time, the second year after I gave up rabbit breeding, the price of rabbits began to skyrocket, more than twice the price at that time.

I began to examine myself, my entrepreneurial thoughts, and my mentality. I developed a lot of problems. These problems are also common among first-time entrepreneurs. That is;

Lack of hard-working spirit, so ambitious, unable to move forward step by step,

This is also the most important thing, that is, as Jack Ma said: "Today is cruel. Yes, tomorrow is cruel, but tomorrow is beautiful, but most people die tomorrow. "Just like me, I lack persistence and persistence. If I had persisted and worked hard, then I might have achieved something. accumulation of funds.

However, regret is useless. Here I hope that all entrepreneurs, all those born in the 1980s like me, let us work hard and work hard from today on. Perseverance persists. As long as we don't give up easily, as long as we survive today and tomorrow. I believe we will have a wonderful future.

Three cases of entrepreneurial failure:

Around November last year, I didn’t want to continue working for others. I wanted to start a real project on my own, and finally I was optimistic about the tofu processing chain project. . This is a project that has been broadcast on CCTV related columns. I think this project should be good, because tofu is a popular food, and there are probably very few Chinese people who have never eaten tofu, so I think its market should not be a problem.

The most important thing is that when I was in Beijing and I was on a business trip, I basically never tasted tofu that satisfied me, so I felt that as long as the quality of tofu is good, I can definitely make money. In order to complete this project, I contacted the headquarters of this chain and asked them to introduce me to a chain store near Beijing. I wanted to take a look first.

After the inspection, I thought it was really good, so I went to the headquarters for training. During the inspection, I learned that you can develop branches in cities without chain stores. The headquarters will reward the development of branches. The basic situation is that the first chain store to develop two can become a head office. When I opened a store, I was given a reward of 1,000 yuan for each store I opened, and after I opened a head office, I was rewarded 3,000 yuan for each store I opened. When I saw it, this policy was really good. Setting up a store by yourself should be profitable, plus the rewards for developing branch stores. , there is definitely no problem with a net profit of about 30,000 a year.

After understanding it, I decided to go to a certain place for development. The result is not at all what you imagined and calculated. First of all, there is a difference in the production rate of tofu. This is not to say that people have deceived us. Making tofu has a lot to do with soybeans. The production rate of one place is different from that of another place. Similarly, if the production rate is low, the price will be high. If the price is high, it will be uncompetitive. At the same time, the consumption awareness of residents in different places is also different. In some places, at least the majority of people attach great importance to the quality of products, but in some places People in places pay more attention to price.

After several months of hard work, I can finally stop losing money, but it’s not really making money. I can earn 300 to 400, but you know how tired I am. That was very tiring. This was the stage where I suffered the most and had the least income since I started working. I still insist on it, because it can still be a chain store, and some people are really interested in this chain. I don’t know if I was just unlucky, but something went wrong at the headquarters at this time and told me to suspend the operation of chain stores within a month. I was instantly out of breath. It is said that the big tree is good for enjoying the shade, but if the city gate catches fire, it will also affect the fish in the pond.

I fled back to Beijing in embarrassment. The franchise training fee cost 5,000, the purchase of equipment and related raw materials cost more than 7,000, and other expenses were about 2,000. There are some that I can’t remember because I don’t keep accounts. I only remember that I finally got back 10,000 yuan when I returned to Beijing with a passbook worth more than 20,000 yuan. In fact, some projects are not a matter of lying or not. There may be many reasons for not doing it in the end, such as your expectations, etc. So no matter what project you do, you must consider it thoroughly. The lesson this incident taught me is not to rush to do it yourself. You can first find a way to work for the person doing it, so that you may not regret it in the end.

Case 4 of entrepreneurial failure:

I majored in engineering and have been engaged in technical work in this major since I graduated from university.

In the era of market economy, society is changing rapidly, and the industry I am engaged in is in recession. I always feel that I am in danger of being laid off and unemployed. However, my age and major do not have any advantages in job hunting, so I do not plan to continue looking for a job, but want to do something on my own.

My company has easy access to the Internet and plenty of time, so I spend all day looking for business opportunities online. There are overwhelming franchising advertisements on the Internet. I think every project is good and makes me ready to take action. However, when I go shopping, I find that most of the franchise stores are not doing well. There are also many forums on the Internet saying that there are too many franchise traps, so I dare not rush into it. Invest a lot of money.

By chance, I found someone in the second-hand market on a local website who wanted to transfer a batch of jewelry. Out of curiosity, I contacted the person to ask about the situation. At first I didn't want to buy it because I had no experience in this area.

Unexpectedly, the man called me again two days later and said enthusiastically that he wanted me to see the goods first. I agreed due to human kindness and a woman's love for beauty. That person was a very elegant and shrewd southern woman. She said she was going abroad, so she wanted to transfer the jewelry she had just carefully selected from Guangzhou. According to her, making jewelry is very profitable. Profits were at their lowest during the SARS period, but at that time, the monthly net profit was still more than 2,000 yuan. What she said moved me very much.

I then looked at the samples she brought. Those samples were exquisite, and of course the prices were high. She said she could transfer it to me at 20% off the listed price, so I wouldn't lose money no matter how I sold it. After hearing this, I was really tempted. However, I told her that I don’t have a store now. After hearing this, she recommended two more places to me and said that she was going abroad soon and asked me to hurry up and make a decision. Others were also contacting her.

So, I went to a place she recommended. It is an international business center. Most of the market consists of small shops, with an area of ??only four to five square meters, and the monthly rent is about one thousand yuan. I think these conditions are acceptable. Coincidentally, there are still a few vacant rooms here, all of which are listed for sublet. I tried to contact a few, and one of them was in a good location and had a lower rent.

Actually, I also doubted whether the business here was not good, but I asked a few shop owners, and they all said that they had just opened their doors not long ago. Shops must be maintained for a while. This commercial building is owned by the government. Investment will not fail. After thinking about it, I think this statement makes sense. Anyway, I work part-time and don't rely on this business to make a living. As long as I don't lose money, I'll practice here first.

Everything else is ready, now the only problem is the people. I have to go to work every day, but I don’t know the basics of hiring people. Who should I look for?

I thought of my unemployed sister-in-law. She is so smart and capable, so it would be no problem to help her first. After talking to her, she immediately agreed, agreeing to help first and then hire someone after the situation was sorted out.

Everything is ready. I think God may be helping me. Everything goes so smoothly. I am destined to do this. I immediately received the batch of jewelry and rented the store.

Unexpectedly, as soon as I paid the money, my sister-in-law informed me that she had to prepare for the exam and could not help me anymore.

This was the first blow to me, but the arrow was already on the string and I had to shoot. I can only bite the bullet and take it one step at a time. If my sister-in-law doesn't come, the worst thing I can do is hire someone. But then the second blow came. When going through the entry procedures, the shopping mall announced that the second floor was a clothing mall and could not sell accessories. When subletting, both the landlord and the tenant told me that the contract stated that the business was for clothing, including clothing and accessories, and that there were other people operating accessories at the time, so I didn't go into details. Now management tells me they are cleaning up stalls that don't follow the rules. My heart froze. Did I pay the rent in vain? Many people have advised me to get on with it first, but I don’t have to worry about it yet. The rent has been paid, so that's all.

After renting an apartment, I was on a business trip to Hangzhou, so I bought some accessories along the way, as well as a small amount of pajamas, bellybands, etc., just in case I couldn't cope with the ban on selling accessories. By the time I came back, it was already two weeks later. Time is money! I decorated it casually and put the goods on the cabinets.

Looking at those exquisite goods, I am still very confident. There were no employees at the beginning, so my husband and I took shifts after work. Although it was a bit harder, I was still very happy to be able to do business. During the day, the thought of the store being closed made my heart burn, so I posted a recruitment advertisement. People are a big deal.

Fortunately, within a few days, someone introduced a little girl to me. I took a look and felt that the girl's conditions were pretty good, so I hired her. Having people makes me worry less. There are people taking care of everything, so I just randomly checked to see if there was any shortage and went to the nearby wholesale market to order some goods. I found that people always asked me for things that were not available in the store, such as nail polish, false eyelashes, lip polish, key chains, etc. I bought some of them in response to customer demand. After two months, I took stock and found that I was losing one to two hundred yuan every month. I don’t think I minded it too much at the beginning of the business.

Who knew that the situation of this shopping mall was deteriorating. After the peak season of July and August, there were fewer and fewer customers.

The developer of this commercial building is a real estate developer. They hyped it very much when it opened. People who wanted to buy the shop even queued up overnight. However, they stopped promoting it after the shop was sold. The commercial building has been open for half a year, but people living nearby still don’t know about it. Moreover, since most of the shops were sold to individuals and rented out by the owners, it caused great difficulties in management, and in the end it became impossible to manage them at all.

In addition, since everyone’s expectations for commercial buildings were very high at the beginning, the rents were also set very high, and the prices of corresponding goods went up. However, the purchasing power and level of nearby residents were not high. This is one of the reasons why people stay away.

As customer traffic dwindled, merchants began to overstock their products, and everyone was in a very low mood. Some merchants are still selling summer clothes in autumn and winter, some merchants have simply quit, and some merchants have not left but always keep their doors closed, while those who have their doors open are playing cards and chess, in short, not doing their job properly. This situation in shopping malls makes passenger flow even thinner, creating a vicious cycle. Later, the rent for a stall in the shopping mall dropped to 300 yuan, but I lost even more money. At that time, I couldn't even afford to hire a waiter, because hiring people would cost more money than keeping the door closed. The shopping mall was deserted at this time, with only a few stall owners chatting. In this case, even if you want to lose money and sell goods, no one will listen to you. After the contract expired, 90% of the merchants have withdrawn. I couldn't continue to support it, so I had to end up with a bunch of goods, and now I still have a bunch of exquisite but outdated accessories in my hands.

I supported this business for half a year and lost several thousand yuan. However, I also accumulated a lot of experience and lessons from it. In general, there are the following points:

First of all, you must be careful when choosing a project, especially when you are involved in an industry you do not understand. It is best to have expert guidance and do more research and research.

Secondly, jewelry should generally not be transferred, because no matter how good the jewelry is, it is fashionable and will be worthless when it becomes outdated.

Third, the most important thing when doing business is location selection. It is necessary to carefully examine the geographical location, as well as the passenger flow and the purchasing power of nearby residents. Another point is to examine the management capabilities of the property. Never rent a shop where the property rights and operating rights are sold to individuals. If there are many shops for sale in a place at the same time, they must not be rented.

Fourth, don’t ask for everything when you start to stock the goods. No matter how complete the goods are, someone will need something you don’t have. And stocking too much goods will tie up funds, and if it is too complete, it will cause clutter. feeling.

Fifth, starting a business is not easy. You can’t make money just by hiring someone to do it. At least you have to spend a lot of energy and time in the early stage. Therefore, you must have enough time and freedom to consider starting a part-time business. .

It is necessary to assess the situation and accept it when it is good. If your business is not doing well due to reasons beyond your control, you can avoid greater losses by immediately cutting your losses and looking for higher profits.

I hope my experience can provide some reference for friends who want to start a business. If so, then my failure will also add more social significance. My failure is worth it.

Five cases of entrepreneurial failure:

Celebrities are extraordinary. Even "Xu Jinglei's online store only had 60 business transactions one year after it opened" has achieved the so-called "Old Xu's defeat" The big news of "Online Store" has no sympathy for the beautiful star at all, and she is still gloating about her misfortune, but the reason is quite good, because this beauty seems to be as well-known on the Internet as she is in the entertainment industry. "In fact, Xu Jinglei already knows how to use the Internet. She opened a blog and became the number one blog with 240 million clicks. She claimed to have made 1 million yuan in the first issue of an online electronic magazine." For a celebrity who claims to know how to use the Internet, the contrast between the past and the present is indeed a bit... Shocking.

Zhong Haibo, who is Yibiduo, has never been a star chaser. He is not very interested in why Xu Jinglei did not make the online store as popular as a blog. However, he can boldly follow the beauty Xu Jinglei. Let me put it this way: This is not how online stores are opened.

"In the portal era of 1.0, more information browsing will be done with the help of the mouse. In the user-created content era of 2.0, user participation, interaction, and creation will be more reflected through the keyboard." Chen Zengguang "Interaction: Make the Keyboard Greater than the Mouse" cleverly uses the difference between "keyboard and mouse" to explain the importance of user interaction in the web2.0 era. One of the goals of corporate online marketing is also to increase the number of keyboard users. The process of product distribution is finally completed.

The concept of Internet Marketing 2.0 proposed by Shanghai Rapidly points out to us: Internet marketing services should not only focus on the methods and means of Internet marketing, but also focus on the transformation of Internet marketing effects and strive to solve the problem of transforming customers' Internet The transformation of marketing investment into real results for customers. The "transformation of online marketing effects" emphasized here mainly relies on the good interaction between the two parties of online marketing - website users and corporate customers. The website users are mainly the aforementioned keyboards. Customers, they use a series of conversion tools as a bridge to establish effective connections with small and medium-sized enterprises, such as customer reviews, online orders, online customer service, quick calls, etc., prompting website visitors to interact with small and medium-sized enterprises and take active measures. Of course, the way keyboard customers use the keyboard can be more diversified and free of choice. The expression methods of the keyboard will vary according to the actual attributes of the product and actual needs.

Xu Jinglei is indeed good at using the Internet. The high popularity of blogs and electronic magazines strongly proves her strength, but there is no doubt that most of the clicks and visits should come from celebrities. Famous and famous, we pry into the private lives of celebrities to satisfy their own curiosity. They come and go in a hurry. Even if there are a few loyal fans, they can express their admiration with a few numbers at most. After all, the cost of spreading love online is similar. This is one of the unique characteristics of mouse users. This is why Xu Jinglei's blog can make so much money in a short period of time.

Xu Jinglei’s online store is engaged in online marketing. It is impossible to just hope that others will visit here. More importantly, it also requires others to take out RMB from their pockets. When the identity of fans is transformed into customer God, God’s The vision and requirements will be very different. On the one hand, the demand for products is "high quality and low price", not to mention that the biggest advantage of online marketing has quickly become low price. "Many buyers complain that the price of clothes is too expensive." Naturally, few people are interested in it. Others have pointed out that Xu Jinglei did not effectively use her fame to add added value to the product, which is also one of the influencing factors. What motivates keyboard users to act is profit and value. Profitability is the motivation for keyboard users to judge whether to act. Only by guiding keyboard users to actually participate in the entire process of online marketing can the goal of online marketing be finally achieved. Judging from the interface of Xu Jinglei's online store and the single type of display products, there are very few elements that can attract keyboard users. It is no wonder that it ended up with an embarrassing result of "defeat".

It cannot be denied that mouse users will be the basis of keyboard users. The steady flow of traffic brought by mouse users is an indispensable source of online marketing, and the process of turning traffic into business opportunities is The credit goes to keyboard users, so the last thing I want to say is: in online marketing, you need a mouse more than a keyboard. The mouse is the denominator and the keyboard is the numerator. The number of mouse users is always greater than the number of keyboard users. A good online marketing method is to try to It is possible to increase the proportion of keyboard users as a molecule, thereby improving the efficiency of online marketing. ;