Is entrepreneurship equal to adventure? Low-risk entrepreneurship tells you how to effectively reduce the risk of entrepreneurship by 90%.

At the beginning, I quoted what my grandmother told Teru Shimada Yang Qi in "Super Grandma of Saga", "What is a successful life? That is, when you die, the ratio of happiness to pain is 5 1: 49. " "If you die, you should embrace your dream, even if it can't be realized. After all, it was just a dream. As long as you have been working hard for your dreams, life will always be full and happy. " Happiness is not controlled by money, but depends on your mentality. "

When it comes to starting a business, most people think of adventure, high risk, instability, hardship, worry and pressure. Therefore, some people, especially those who like a comfortable and stable life, are afraid of risks and dare not participate in any investment behavior; Others think that risk is directly proportional to income, and if you want to change your destiny, you must gamble! In fact, both views are somewhat one-sided. The book "Low-risk Entrepreneurship" tells you that there is a variable that has been ignored by everyone, and that is ability.

This book thinks that starting a business is a craft. It can make you a professional through a lot of deliberate practice, just like walking a tightrope. Excellent entrepreneurs are never adventurous people, but people who are better at controlling risks.

? The author of Low Risk Entrepreneurship is Fan Deng. In this book, he tells several important points and some methods of low-risk entrepreneurship, which is very worth reading for those who want to start a business or are starting a business.

? 1, first of all, entrepreneurial mentality is good. People with good mentality and good personality can help you solve the problems encountered in starting a business gracefully.

? The book regards the relationship with parents as the first preparation for low-risk entrepreneurship. The relationship with parents determines the size of entrepreneurial achievements. Since childhood, parents have played an irreplaceable role in your life and can be said to be the people who have the greatest influence on your mind.

It is also mentioned here that it is very dangerous for inventors to start their own businesses. The fundamental reason is that many inventors only care about their own inventions and don't care about what kind of social problems this invention can solve. When they encounter problems, what they think is not the best solution, but how to better promote my invention.

2. Direction is more important than running, and choice is more important than hard work. Entrepreneurship begins with finding a good problem.

All the great companies in this world are successful because they have solved a huge contradiction. For example, Uniqlo has solved the problem of good quality and low price in the field of ready-made clothes.

? ? How can we find good questions?

First, you can find opportunities for low-risk entrepreneurship from complaints. In our daily life, our ears are full of all kinds of complaints. Did you listen carefully? Have you judged or tasted it? "It is getting harder and harder to take a taxi" has produced a drip taxi; "There is a traffic jam in the morning and evening rush hours, and the subway is too far from the company", so there are ofo and mobike; Meituan and Hungry helped us solve the problem that instant noodles are not delicious, tasteless and unhealthy.

In addition, we should have insight and experience from the customer's point of view, so as to better understand the products and problems, find the most painful points of customers and solve them, win the favor of customers and minimize the risk of starting a business.

? What are the criteria for judging social problems after they are discovered?

One is to find problems, which should be large enough, that is, the market is large and small, the market is small and risky, and vice versa; A term mentioned here is called MTP (Grand Change Goal), which means that the market to be found should be large enough, with problems and room for change and solution. For example, Google's MTP is "managing information around the world"; Uniqlo's MTP is "to provide high-quality clothes at the lowest price"; Disney's MTP is "making people happy".

Second, is the pain point painful enough? Customers are most concerned about whether products can solve their pain points and really change their lives. Breaking through the most painful points of customers can win the favor of customers in a short time.

3. Secret is the best anti-risk weapon, and secret can also be understood as advantage, which determines the size of entrepreneurial risk.

The secret here is not that it is hidden and conservative. It's that you can do it, and others can't do it even if they know it. Even if you did, it would be different from yours. The real secret is never afraid of others knowing, because even if you know it, you can't learn it. For example, Haidilao, which is famous for its service, many people know that the secret of Haidilao's success lies in service, but strangely, there is no second Haidilao in China catering industry. What you can see is that Haidilao's gold medal service far exceeds customers' expectations, but you don't know that there are many factors behind it, such as supply chain, talent system, performance appraisal and so on. As long as there is a link that can't keep up, we can only "draw a tiger instead of a dog."

Let's talk about ofo and mobike. After discovering social problems, they lack weapons to guard against risks, so they can only rely on the power of capital to maintain their first-Mover advantage.

Resources, technology, operation ability, brand reputation, price and users (fan economy) are six good secrets that entrepreneurs must know. Focusing on brand reputation and price, brands can make the marginal cost of enterprises zero, and a large number of companies basically rely on brands to make money in the later stage of development. Besides the price, it doesn't mean that the lower the price, the greater your advantage. Small and medium-sized enterprises, especially small and micro enterprises, are not recommended to be low-end markets when they start. The low-end market is risky, and it is generally a giant. They can tolerate unprofitable for a period of time. It is recommended to be a mid-range, high-end can't reach it, and low-end can't afford it.

Secrets are also a process of gradual accumulation. In this process, we should also adhere to a "from beginning to end" way of thinking, and use the principle of "ten times better" to interpret every link in the process and find places that can be subverted. I believe that when a place is your ultimate specialty, it will also become your rare secret.

After finding the secret, we need to verify it first, and the best way to verify it is to sell it. The concept mentioned by the author here is MVP, which means that when you want to try your idea, the least risky way is not to invest too much money at first, but to make a model first, then iterate quickly through testing, collect feedback, constantly modify the product, and finally adapt to market demand.

? 4. The core of low-risk entrepreneurship is anti-vulnerability. The most important design feature of designing an anti-fragile business structure and an anti-fragile entrepreneurial project is that the cost has a bottom line. Even if you have been losing the most money and reached the bottom line, you will not lose money endlessly. In fact, you will keep the cost of failure to a minimum and constantly enlarge the upper limit of income.

Anti-vulnerability ability can not only enable entrepreneurs to protect themselves when inevitable uncertain risks occur, but also make them better and stronger.

5. Empower the bio-entrepreneurial team, group wisdom emerges, cooperate with each other, warm the group and reduce risks. "Two heads are better than one", and the strength of the team should not be underestimated when starting a business. Therefore, it is particularly important to manage your own team and let the team play a greater role.

6, the best customer development method MGM, the real value of customers, is that he can bring you new customers and keep your business flowing. If you think that customers are only doing business with you, then your business will never be big and you will never be able to resist unknown risks. 100000 people say yes, it is better to scream with1000 people and let customers scream. It is important that you have high quality products. Of course, you'd better learn some advertising knowledge.

Only when you believe can you see it. Taking starting a business as a pleasure and a life practice will make you get twice the result with half the effort.