A little lost: a grassroots north drift entrepreneur Readme The death of a lucrative fast-food restaurant

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Editor: Wang Jingjing (micro-credit public account Shangyeguancha)

Narrator: Lao Jia

"I Black Horse Guidance": This is a grassroots north drift entrepreneur Old Jia story, before we told an old skin online education entrepreneurial story, they have many similar, are very optimistic, are very young, are very persistent, and old Jia's story is somewhat different. Lao Jia comes from Shandong, no family background, alone in Beijing, the city to fight entrepreneurship, experienced failure, but also experienced joy, now he has returned to the sale of the industry, sitting a favorite job, he said he wanted to think while thinking about his own grassroots once the entrepreneurial experience. So, as a friend of old Jia, I spent a night, slowly to the north drift of the struggle and frustration experience slowly integrated into my fingertips, he said hope that his experience can make more people less take some detours, farther success. In the old Jia's story, there is no loss, sadness, setbacks, and some just a calm self-confidence constantly reflect on and embark on his new life. The following is the entrepreneur Lao Jia's Readme:

Initial venture: Open a restaurant to compensate for the light principal

I am the city of Beijing from May 17, 2009. Before coming to a 4s shop in Jinan, Shandong to do car sales, it was my first job, did very good, at that time got 2008 years of the year to sell the crown, because I got the cause of the Crown, I was promoted as sales manager, as a fledgling college students, with a few buddies to sell cars, that is my first time with a team, The sales experience in the 4S car store has made me develop my own values and ways of doing things, and I have to say that my first job is too important for my life. And then I chose to give up the job to go to the north because of an accidental experience.

The idea of coming to Beijing began with a casual tour in 07 when I stood on Changan Street and saw a sea of Xidan, Tiananmen Square. So I think that Beijing so many people if open a restaurant that much fire ah, at that time to the germination of the idea to come to Beijing, you can say that time a small idea like the seeds have not germinated in my heart deeply bought a foreshadowing.

Later went back to put this idea on hold, has been honest selling cars, but I am a restless person, inside always feel the shortcomings of what, I know is actually inside of that impulse, is the rural children to go into town and want to stay in the city to get ahead of that feeling, I don't want to sell a car for a lifetime in a city like Jinan.

I seriously to do a SWOT analysis, finally feel that I still have the strength to go to Beijing such a city to break through. So came to Beijing. After coming to Beijing to see the bustling metropolis and the Montreal luxury car high-rise, my inner ambition was suddenly ignited, I secretly determined that I want to stay here, and to cast a place.

In this way, I am not familiar with the situation in Beijing with a map of Beijing and a hand-handed newspaper, started running around Beijing to find a place to open a restaurant, my hidden dream has been a long time to be ignited. I had only a handful of small money to sell cars, so I had to look for a store in my mind.

So all the way to find a very hard, but also very frustrating. But I am a very strong executive force, not up to the goal will not stop to find a shop quickly down, and then a person began to do the license, decoration, buy cutlery, find a chef service. I came to Beijing two months when my own shop has finally opened, at the same time I have all the savings and my brother support me have been voted in, when the business license of the moment, I have mixed feelings, finally in Beijing to start their own career.

Opening not long time no market experience weakness began to appear, then I began to do is our hometown of the Bachelor of Linyi Chicken, I very like to eat home in Beijing friends also like to eat, so did not go through market research, and did not verify the market in the end how big, began to do. But I overlooked a problem, this product may we like to eat but does not mean that Beijing people like to eat, sales are very few, the result found that the business after the cold, I want to adjust the adjustment is not good adjustment, the chef is looking for the home, Beijing's catering market is not familiar with, they also give no advice, Finally, we can only helplessly watch the remaining point of liquidity are spent after the announcement of failure, I work to earn the basic loss of money. My first so-called entrepreneurship did not even have a certain brilliance, in such a silent end. After the failure of the venture, I felt the lack of myself deeply.

Re-entrepreneurship: a business to make money after reflection

Later, I moved to the west of Tsinghua University, and then every day to rub lessons, but also reflect on why I can not even a small restaurant can not open, while also looking for opportunities for a comeback. Then ran into a similar entrepreneurial failure also wandering in Tsinghua to find a friend of the north to do building materials, business model is actually very simple, in fact, my sales of the old line, I go to the first in what is not the case to find customers take orders, and then find manufacturers to earn the middle price difference, The biggest advantage of this business is very few start-up funds, just do sales is my old line, not two months we began to make money, but also a lot of money, but this business for me is not a long-term solution all day is a drink gift rebate and so on. The most fatal is the pressure of money back too much too slow to return, I think this is a small thing to do, I think of my restaurant business.

The restaurant business still dies after the lesson. So I made the sale of building materials as a cash flow business to make money, and then returned to my restaurant to open the old line this time to open the shop learned the last lesson, obviously lesson wit, I know the market research and understand the importance of the market. I am very serious to do a market research, comprehensive analysis of the next catering market, think that do cheap and simple fast labeling of fast food should be no problem.

After deciding to set down the business model of this restaurant is to do is fast food food plus takeout, positioning themselves to do 30 square meters around the shop, the principle of the location of the first level of the business district, the principle of the two-grade road to the site, specifically in a large core business district, the choice of the location of the poor, mainly to the Tang food supplemented, The rent cannot exceed 15000 per month, then the production of food delivery mainly, after the business model and details of the detailed thinking is the beginning of the name, nuclear, registered companies, registered trademarks, site VI design, recruitment, training and so on all the preparation of the shop, was also to learn the first lesson, I even once the sales are not good how to reverse the plan are very detailed planning, I think this time must be foolproof. And everything is really what I expected. As business models and positioning are accurate, my store opened in the first month of profit, I analyzed this good reason is prepared before the relatively full, a variety of plans are done, publicity is also in place, and in addition to the site is very successful, we chose in the vicinity of the big red door rent cheap. At the same time choose to do business in the wholesale market side and they are busy doing business, we can provide room service, there are not many other food giants around me we just fill the gap in the market. In the catering business gradually on the right track, so I began to leave the building materials industry to do the whole heart of the fast food restaurant, my heart suddenly have a different idea, I decided to the business of the hot restaurant into a chain, made a well-known brand, and the tragedy of the failure has begun to bury in here.

Because I want to big chain, made well-known brand, so began to learn a big brand to do the standardization of production, each customer more like the dishes we are accurate to the main accessories ratio, seasoning ratio, production time. Steamed rice is also accurate to how many grams of water a kilogram of rice oil, and the establishment of operating standards affixed to the wall, so that each employee as long as the above to do, so that those who have not done before the catering industry can be in one hours of hands-on operation, after the kitchen front hall we have done the process, stipulated a variety of service standards have been standard, Also made a variety of forms, sales, inventory, customer information, etc. to achieve standardization can be replicated, ready to lay a solid foundation to do a major event, in the first store opened seven months when I think the time is ripe to copy,

At that time I opened a second shop to do a good job, the successive arrival of the small to make my self-confidence extremely inflated, this time I greatness the problem starts to make again, I think according to this pattern copy down certainly can enlarge, I feel want to let others approve I must have at least a flagship store, so have a big shop to make a model idea, Then the trademark down to let others join, then can be very simple to their own fast food bloom all over, when I did not look at their own strength when the failure of the tragedy is repeated, I raised funds to open a large shop to do the model, and then almost all the other stores of the funds are pulled out, made a biggest store, Completely detached from the goals I had envisioned and the positioning of the market in both area and location, then all the aspects are trying to do the biggest, is the hope that the mark down, I will immediately start to join, my fast food to do all over China, but the tragedy happened, My big shop beyond our means, can not recover the cost.

I started to keep losing, even if I came up with all the means and all my money to save the store, but this utopian flagship store has failed in my sense of powerlessness, after seven months of hard support, I failed again, and other stores I was implicated in the inability to operate to the others, and my venture failed again.

Reflection: Cash flow, team, mindset

This failure did not make me miserable, but let me recognize myself. I am in the back of the time, think the biggest problem in their own mentality, whether a start-up project will be successful or because of their inner greatness, impetuous, let me lost direction to find the north. When you get a little bit of success secretly happy without understanding that a business can always die within 24 hours. And the second factor is that I did not accurately give their ability to do a good job evaluation, that the shop made a big shop must be able to overestimate their ability. Feel that they can be made quickly, but do not know the brand management, operation, team are very deep knowledge, earned some money began to wrong evaluation of their own ability. The third is too eager to just do two small shop to do business to join, but the management of two stores and management of a brand output company operating mode are not the same, employing, is not the same. Four lies in their own goals and sense of direction, they constantly change a lot of direction, did not recognize their goals. Five: Entrepreneurship does not have its own very good team, all the way to entrepreneurial so long, no own core partner and partner, all entrepreneurial are singles alone. Sixth: The control of the financial and capital chain is not clear to understand and understanding, so, ultimately by the cash flow destroyed.

After the interview, Old Jia's tone with a firm, perhaps next time, he may be able to close a little success, not give up the people, fate will favor.

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