Operational thinking of start-up companies

Have you ever been nice to a team member, but immediately turned against you when you violated your personal interests?

As a parent, do employees still think you are not doing well enough?

Have you given employees a commission and a high basic salary, and employees still feel that it is not enough?

Have you ever talked to you about a salary increase when you think your employees are doing well because of their average performance?

Do employees always put off the things you arrange, never finish them or take a long time?

You want to help employees grow up. They don't appreciate it. Instead, you say that you take up their off-duty time. Do you think you have understood?

Are you ... ................?

I believe many entrepreneurs will face the above problems, and there will be all kinds of wonderful problems.

Here I will tell you what you need to prepare for starting a business through my experience. What do you need to design? How to improve performance? How to formulate relevant mechanisms?

The first point: the process of a startup company?

Select the project-set up the founding team-register the company-inject capital-top design.

(1) selected project

? The selection of projects must conform to the national general trend and commercial trend. The ceiling here is the order of magnitude of this project in the current industry. For example, in the catering industry, according to the data, it is predicted that the market will reach 5 trillion by 2020. Although the order of magnitude is high enough, we still need to refer to an indicator, that is, the profit thickness, because the money we finally earn is net profit rather than turnover. These two indicators can be enough to judge the ceiling of an industry, and the catering industry needs three meals a day, which belongs to the high-frequency industry, but whether the product is high-frequency depends on what product you choose, but now if you want to engage in the catering industry, I suggest you start with the single product. This is a niche vertical product market, which is easy to copy, the supply chain is greatly shortened, and the procurement of raw materials is not so complicated, saving time and improving efficiency, like the current Taieryu. Craftsman's grilled fish belongs to the single product market, and this category of fish has a nourishing effect. In this sub-health era, the audience is relatively large, and everyone can choose fish as a cut-in project. But at the same time, the catering industry is highly competitive and belongs to the Red Sea market, so we must think about new business models if we want to do it again. There is also the platform-level height of the current B2B supply model, and the industry market order is 10 trillion. Now it is also favored by many capitals. You can also think in this direction, but doing B2B supply requires a sufficiently new knowledge structure. To put it bluntly, it is a business model that matches the stakeholders of the entire industry chain to your platform and then makes money through big data. More profit points.

(2) Build a founding team

? Team building should complement each other, not everyone has the same skills. It is suggested that the number of team members is odd, and one of them must be the boss. Admittedly, we should not discuss it, but when there are differences in the general direction, one person must make a decision. Personally, I think there should be five types of team members: chief marketing officer, chief operating officer, chief technology officer, chief architecture officer and chief product officer. The chances of success in starting a business will be much greater. If the team consists of three people, start-ups are the main consideration. Startups focus on performance growth, so you need marketing officers, product officers and operating officers. Later, the company became bigger and gradually introduced other types of talents.

Seven principles that team members should have:

Adversity quotient

That is to say, it has strong resilience when encountering difficulties or setbacks.

individual

Make sure that this person's comprehensive quality is relatively high, which is convenient for friendly communication.

have a heart

Mainly depends on whether this person's pattern is large enough to accommodate people and things.

Have new thinking

Accept new things and have the idea of embracing new things.

Have the ability to learn

Willing to learn, and can understand the meaning of books, and quickly understand the essence of a thing.

feel thankful

Learn to be grateful to others when you encounter help, learn to repay others and society, and don't be selfish.

With kindness

Have a kind heart to face society, family and lover.

(3) Registered companies

? Before the company is registered, determine the company's equity ratio, capital contribution ratio, shareholders' agreement and contract, the whole VI design of the company, the company's business scope and registered capital. It is recommended to use industrial company or technology company when registering here, because there are many types of industries that can be done, and technology companies take the Internet format, and they can declare some government resources or subsidies in the future.

(4) Capital injection

? Capital injection can be made at one time or in several stages, but it is recommended that the longest time should not exceed one week. It is suggested that the injected funds should be opened in the name of an individual or a company, and the SMS service should be separated from the cardholder, so as to monitor the bill at any time.

(5) Top design

Why cut into the top-level design? Top-level design is an architectural concept, just like building a house. Should we build a structure first by laying bricks or drawing pictures? Obviously, a house must first draw a picture to build a structure, and then lay bricks. Bricklaying first will lead to the wrong direction and need to be adjusted, so the time cost and risk are too high. Top-level design is a top-down closed-loop design, which is a closed-loop process of clearly setting the ultimate goal and then analyzing the framework according to the goal. Having said that, I recommend several books to you: Lean Entrepreneurship Exponential Organizations Flow Pool, which is very helpful for entrepreneurship. I hope you can read them carefully rather than cursorily and understand their intentions. The advantages of doing this are: it can reduce the risk, reduce the cost of making mistakes, sketch the soul for the project, and turn solid things into night. So how to set up the top design in the company? Let me comb the frame.

1. Target Settings

The purpose of goal setting is to let the whole team know where the direction is and how to move forward. Digital goals must be broken down, otherwise management and employees will feel pressure when they see big goals, but breaking down the goals into monthly or weekly will greatly reduce the impression that they cannot be completed.

2. Reference frame

You need to select companies that do well in your industry to conduct benchmarking analysis, and analyze their business model, business direction layout, tactical play, team structure, product categories, accurate customer base areas, community building, and network-wide marketing system. This will make your direction clearer, and you can avoid the important and get to know your competitors.

3. Strategic planning (competition strategy, development strategy, blue ocean strategy, product strategy and format strategy)

Mainly to establish the layout of the company's top direction, grasp the steering wheel, and pull back a line when it deviates. All strategic plans established here must be visual, so that employees and all employees of the shareholder company know the development direction of the company.

4. Business model setting

The business model is to set a way for you to make money and make clear the business chain of making money. I want to understand that when setting a business model, we must follow a principle, that is, altruism. If we don't set this model according to this principle when setting it, it will be difficult to last. I have studied many companies, but if it can be done, the rapid development is beneficial to consumers, suppliers, especially Internet companies, such as WeChat, and users are free. The purpose of giving it to users free of charge is to accumulate the usage base of traffic. When the usage base of users becomes larger, it is a huge amount of data. Under this huge base, traffic has been locked and used for a long time, and WeChat has become a display window in disguise. Tencent can make money through B-side, such as advertising, advertising fees and development fees, but software like this platform exists in the bilateral market. Another example: Didi also has a bilateral market. The C end does not make money at the B end, but Didi makes money in both directions, so it is sustainable. Of course, we can only look forward to what the future market will be like. So the design of business model is also very important. If you don't find a suitable way to make profits, it means that this model is unsuccessful. I want to send you a few words about the business model: what to do and what not to do? How much do you earn? You can't earn anything. Some of the ways you see making money are only explicit, such as KFC, which mainly makes money not by selling hamburgers, but by real estate rental fees, franchise fees and raw material supply. So KFC is also a hidden real estate agent.

5. Core value culture (mission, vision, values)

? Then the formulation of core values here should be coordinated with the core functions of products, and we can't just shout slogans. Let me give you an example here to illustrate that Alibaba's mission is to make the world free of difficult business, which is in line with Taobao's idea of helping people at B-side to build an entrepreneurial platform. Taobao is a virtual product of the platform, and Alibaba's mission is in harmony with the core functions of the product. Let's take a look at the familiar mission of JD.COM Group: making life easier. Therefore, JD.COM spent a lot of material resources, manpower and time in establishing the whole category. The logistics is faster, the genuine product rate is as high as 98%, the product price is lower and the quality is better. This is nothing more than fulfilling your mission. If you still don't understand, you can check the relevant information and learn more.

The vision is what kind of company you want to be in the industry. For example, if you are in the catering industry, then our vision is: the leader of the Internet catering industry in China. At present, Haidilao and Xibei are two representative catering enterprises in China, one is a hot pot company and the other is a catering company with northwest cuisine as its core. The vision of Haidilao is: let everyone choose Haidilao first when eating hot pot. This vision is translated from another angle: to become the first choice brand of global hot pot.

? Values are the company's code of conduct, and the simpler it is set here, the better. I still take Haidilao as an example. The values of Haidilao are: in management, advocating the values of changing fate with both hands, creating a fair and just working environment for employees, implementing a humanized and affectionate management model, and enhancing the value of employees. This value is correct, but I personally think it is too long, and the font can be condensed. Simplify fonts as much as possible for the convenience of employees and consumers. In fact, values are related to the founder's personality and lifestyle. If my future company wants to set values, I will use the word "care". There are the following kinds of care here: caring for customers, caring for employees, caring for families, caring for partners and caring for shareholders. I relate the direction of human nature. When serving customers, your employees should think about whether I care about every customer, whether your leaders care about the growth and progress of employees when they manage, and whether your employees care about their families when they grow up in the company, and whether the service is the ultimate when you contact your partners. These are the codes of conduct of fixed language companies. Let the company employees go deep into the bone marrow and constantly strengthen the memory of values. When the brain becomes habitual memory, it really serves everyone as a behavior habit. This culture is continuous and permanent, and it continues to be passed down like a spiritual pillar.

? 6. Performance appraisal (management mechanism, KPI, OKR, promotion mechanism, elimination mechanism)

? This project is an evaluation project. The establishment of management mechanism is the system when the company has more than 50 employees, so that everyone can do things according to this system, and there will be punishment if they cross it. It is also to make the whole organization work together. KPI is an indicator assessment method, and the monthly economic indicators and tasks are linked to commission and salary. OKR is a goal and key achievement method, which emphasizes goal orientation and progress tracking, and is a result-oriented assessment method. It has nothing to do with salary and will be used as a standard for elimination. The purpose of the promotion mechanism is to let employees have a head start, see the career development path in the company, and let employees strive to complete every promotion and personal suggestions on the promotion platform, and try to be flat and partner. When employees reach a certain level, they can be given the space to start a business in the form of a partnership department, so that the trained talents are not easy to leave. The establishment of the elimination mechanism is to make room for those who make fake efforts or don't work hard to make room for better people. I hope the leaders will deal with this strictly and don't care too much about personal feelings. Of course, there is no need to really implement it when there are only a few people in the company, which is also the way and method adopted when the company reaches a certain scale.

7. Positioning (customer orientation, market positioning, product positioning)

Before I talk about positioning, I will tell you three simple and commonly used positioning methods: opposition positioning method, USP positioning method and dimension-increasing positioning method.

Opposite orientation: the benchmark is a competitor, not a user. Positioning is accomplished through the logic that people have no self and people have strong self. For example, Shenzhou special car and Didi, Didi is a platform without vehicles, and it just establishes a link between private cars and consumers by building an Internet platform. In recent years, Didi has caused many murders and created an unsafe image in the eyes of customers. At this time, the Shenzhou special car wants to occupy the customer's mental market. Obviously, it is very difficult to play hardball. From the aspects of traffic, financial strength, brand influence, market share, technical maturity, etc., Shenzhou Special Vehicle is still a start-up company, and it is very risky to play hardball. The chief marketing officer of Shenzhou Special Car cuts into the customer's mind from the perspective of safety image-"Safer Special Car", which is a high-end business group through self-management and the image of high-quality professional service. Shenzhou Special Car stands out in two or three years. This is the use of the opposite positioning method, with the logic of "I have something and no one has it". Yang Fei is very good at marketing, and Luckin Coffee, which has been operating in recent years, will soon be listed in the United States. His masterpiece is: the flow pool recommends you to study it.

USP positioning is a theory founded by Roth Reeves in 1950s, which is now used by many enterprises. It means to tell consumers a unique sales proposition, that is, to leave a clear impression on users and establish competitive barriers through a powerful product function point packaging concept. For example, red bull drink is drunk when you are tired or sleepy, which emphasizes that red bull is an energy drink. For another example, the OPPO mobile phone charges for 5 minutes and talks for two hours, which is another positioning with clear functions, emphasizing the flash charging function. There are also stomachache, bloating and stomach acid, which are defined by the powerful USP positioning theory. When you see a stomachache, you will think of stomach acid at the first time. Now it is estimated that no one remembers other brands, so it is important to strengthen the mind and grasp the mind of customers.

The upgraded positioning: it is just the opposite of the opposite positioning, and it is also competition. It does not differentiate and entangle competitors in the same dimension, but directly rises to another height to create a new blue ocean category market. In the form of expression, the most common positioning of upgrading is: the leader of xxxx industry, the revolution of xxxx, etc. Although it looks a little big and empty, consumers usually become stronger, curious, choose big brands and choose more advanced products, so it will have practical effects. Let's give an example here: Xiaomi and LeTV re-entered the climate of Internet TV, and Changhong, Skyworth and Konka also entered early, but these companies originally made traditional TV sets. Production and then sold to consumers, but with the younger customers, these companies also try to enter Internet TV, but there is no traditional TV in all aspects, so the power of Internet TV is not too great, but path dependence. When Xiaomi and Letv entered directly, they wanted to make a revolution, and directly seized the Internet TV market in customers' minds with the positioning theory of upgrading dimensions, so after two or three years of efforts, the market quickly warmed up, expanded and matured, and now young people bought it. This is the way to realize the revolution by using the positioning method of upgrading dimension.

For customer base, market and product positioning, it is through these methods to think, to grasp the customer's mind, to simulate the user's portrait and to find the core function of the product. If you can understand these positioning theories thoroughly, I think you can become a small positioning teacher in the future.

Top-level design is to formulate the whole strategic direction of the company from top to bottom. Standardize the planning and analysis of all paths in order to implement such a process.

Then, in the process of running a start-up company and making it grow from small to large, we must run it with low-risk entrepreneurial spirit. Don't invest heavily in this project as soon as you come in. No matter how much money you have, you won't spend it like this. We need to establish an exponential framework, try and make mistakes in the market with the minimum MVP, and iteratively upgrade your products through learning and user data feedback, thus winning the needs of users.

So here I teach you through description:

The second point: How to build Exponential Organizations?

First of all, we must know what Exponential Organizations is. Anyone who has studied geometric height should know that exponential type is a process of exponential growth when a curve reaches a critical point.

So what is the essential attribute of Exponential Organizations? Here, I will explain to you the 1 1 strongest genera in Exponential Organizations:

1. Grand change goal

In other words, if you want to set a great goal for the project you are working on, the company will have a soul, determine the development direction of the company, and have a mission that needs us to complete when it can't persist, so why is it a fortress with a soul?

External characteristics: scale

2. Employees on demand

These employees are not full-time employees recruited by the company itself, but are promoted by a group of people who recognize the company's reform goals. These people will exist at any time, and there is a behavior that can be dismissed.

Community and the public

Establish your own communities related to changing goals, do drainage and brand promotion, and let people in these communities become consumers and brand communicators. Xiaomi sold 20 million mobile phones by using the base of the community: rice noodle house of 6.5438+million. Pinduoduo also uses community groups to sell goods. People from these communities can join the group together, so the price will be greatly reduced. At the same time, each community has a small online sales team established in the starfish model, and these people can make a profit by selling goods. Therefore, in this era of rapid development of the Internet, the establishment of community is more important. Driven by the capital market, a large number of enterprises using community marketing have emerged, some of which have survived and some have closed down.

algorithm

It is the business logic of data, through which users' behaviors and situations are analyzed and corresponding marketing strategies are formulated.

Leveraged assets

Help the company grow and empower with available technology, capital and resources.

join

Develop gamification activities that allow users to participate in play, increase the interaction between brands and users, and then improve the repurchase rate.

Internal characteristics: lDEAS

User session

Establish the contact point between the brand and users, so that users can interact with the brand through an identification symbol.

Dashboard

Visual user data includes purchase behavior, purchase habits and purchase preferences.

experiment

By establishing MVP to conduct market trial and error, collect users' responses, and collect data to iteratively update niche products, so as to meet the C2B mode experiment.

Exercise autonomy

The company should establish a sustainable mechanism to promote employees' self-management and let employees manage themselves. Here is a suggestion, independent of departments or markets, to establish independent operations, but only if there are a large number of orders or orders outside the company for market independence.

Social technology

Establish a decentralized product or activity with social attributes, so that flat people can interact with each other and increase brand stickiness.

Twelve steps to build Exponential Organizations:

The grand goal of change

Is to set up a great revolutionary goal, for example, Fan Deng's goal is to help 300 million people in China develop reading habits.

Create or join a community organization related to the grand goal of change.

Take Fan Deng as an example: Fan Deng now has a community, and China has a self-disciplined reading club.

Build a small team

Establish your own small team, with 3 to 7 people with complementary abilities, at least with chief architect, chief product officer and chief marketing officer.

Breakthrough creativity

This means that the idea should meet the following criteria:

1. has the characteristics of 10 times growth.

2. It can reduce the marginal cost of products.

3. Reduce the purchase cost for users.

Create a business model canvas

Looking for a business model

Find out how this project makes money and think about the following points of the profit model:

1. Find ways to get multiple incomes for the project.

2. Turn one-time income into sustainable income.

No matter how the market changes, there is a product profit point, and you can make money if you kill it.

Establish MVP (minimum reliable product)

When a product has not been verified by the market, we find a reliable low-cost product to enter the market, then verify the trial and error, and then iterate with user data.

Verify the market and sales situation

Look at market feedback through products.

Realize the scale and concept

Exponential Organizations is the strongest attribute. It is good enough to implement MTP and three other attributes here.

Shuozao culture

It is very important to establish the corporate culture of the company, which can give employees a code of conduct and a direction of action. When they encounter the collision of values, they can use culture to establish the behavior of employees, which can make the enterprise last forever.

Review key issues regularly.

Eight major problems:

Product features, product advantages, channel access, customer experience,

Establish and maintain the platform

The continuous maintenance of community and brand attracts customers' introduction through topic marketing, scene marketing and value marketing, thus establishing hematopoietic organizations.

The third point: the establishment of the whole marketing network system?

First of all, we must understand what is the marketing network system: that is, from offline to online or online to offline, to open up the ecological chain of social circulation channels with trading scenarios.

Online contact tools:

APP, WeChat applet, WeChat official account, from the media

Offline contact tool:

Chain stores, visual advertisements that can be spread (solid media, night media)

Look forward to sharing next time.

These are all issues that an entrepreneurial team needs to think about. Today, founders should have a lot of knowledge and practical experience, so the success rate of starting a business will be higher. As a CEO, you need to keep learning, iterate your knowledge structure, keep track of market changes and constantly break through your cognitive boundaries. Don't solidify your thinking at one level, jump out and look at yourself, look at the industry you are engaged in, embrace innovation and new thinking, and learn from people from all walks of life. When your knowledge structure is established as a network, you can cross the crowd, thus leading the company to innovate and develop steadily.

This is a set of ideas summarized by many companies through my entrepreneurial experience and reading many books. I hope they are useful to you. Don't take detours. If the point of view is wrong, maybe I haven't understood it yet, so we can discuss it with each other.

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To be continued. ............. is unfinished.