A little story of a O2O entrepreneur how to measure immature subdivision areas

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Zhongminghao, a columnist for NetEase Science and technology

O2O, a noun that is "rotten" by people in the Internet circle.

What is O2O? Online to offline, what is online? What is offline? How does the most important "to" come about? I think a lot of those people who are talking about O2O don't really think deeply about it, and of course these people have to include myself. I used to think that O2O was a combination of mobile internet and offline industry, until one day a brother gave me a lesson ...

Some days ago, more than a year ago no contact with the former colleagues old a suddenly on the QQ to find me said that want to consult points in the Internet field entrepreneurial things, I was a little different. I and old a know is in the home company, at that time he is the network game customer service, I am the turn hillock to the customer service Tuper. Old A graduated into the home company, although he has been transferred from the customer service, but the salary is more than 4,000, deduct five insurance and tax, the hand estimated less than 4000, demon all this land deduction rent and eat basic is not much. Old A is a typical Cantonese, shrewd, optimistic, able to endure hardship, when old A and I said he was saving money with his wife to buy a house.

See old A that day, old a said he bought a house, both parents take the down payment, in order to also loan want to start, do O2O direction, specifically do offline restaurant online marketing, and then collect advertising fees.

I listen, the intuitive response is: "The bad is that the friend must be fooled," so I was very not left to ask him a bunch of questions before asking O2O entrepreneurs:

Who's your team?

Is there anyone in the team who understands the food?

Do you have anyone on the street?

Do you have some traffic on the line?

Do you have users on line?

Can your marketing be accurate?

Have you ever made a comment?

What kind of business do you prefer to focus on in the beginning?

What is the level of it and the Internet level?

Can your marketing effect be quantified?

And the most important thing, if you lose, what about the house?

Old a mysterious smile, then answered my question one by one;

"Who is your team?"

On my own, sometimes with my wife;

Is there anyone in the team who understands the food?

No;

Do you have anyone on the street?

Do not sweep the street, businessmen find me;

Do you have some traffic on the line?

Does Weibo and community traffic count?

Do you have users on line?

A fan?

What kind of business do you prefer to focus on in the beginning?

Medium sized business, too small no money, too big also need me;

What is the level of it and the Internet level?

There is no need to take care of these;

Can your marketing be accurate?

Absolute precision is meaningless, almost on line;

Have you ever made a comment?

I serve the merchant, comments are not seen, too small;

Conversely, they do not want to comment on, will be their original business directly washed away;

Can your marketing effect be quantified?

I am the only channel for these businesses, the increment is all mine;

And the most important thing, if you lose, what about the house?

This has not been considered ...

From old A's words I roughly guessed what he was doing, in fact very simple, is "nourishing Micro broad". His 3 sizes together have about 300,000 local real fans in Shanghai, who, on average, will do online marketing to 1-2 local restaurants every week; the marketing content is the picture + the text description, the picture content is he and his wife goes to this restaurant to try to eat the photograph. The charge for an event is 4000 dollars.

Old A also said: "You see that the help every day noisy O2O, is a big flicker." You ask me those questions are actually those who want to do the platform of the pure Internet project will worry about, we this ' small business ' up is to make money, O2O this thing has no absolute good or bad principle, only apply or not. Like what you said. It level, data quantification, precision marketing, I work with those businesses are not big, they have no other online marketing channels, activities after the customer increment is completely my, I now have several businesses are repeat customers. Now this point does not have resources of small companies, want to eat a complete big industry is too difficult, on the catering of this line of the national nature of the platform of the early opportunities of enterprises, we can only do is a subdivision of the city's deep digging. ”

I finally asked a vulgar to no longer vulgar question: "How do you big?"

Old a jokingly smiled and said: "I am doing part-time now, a city one months to do a good job has 30,000 of the income, the cost in addition to human basic no; I am ready to open Beijing and Shenzhen, for 4-5 months after three cities monthly income of 100,000, net profit how 50,000, you invest in those companies have a few more than I earn?"

Hearing this, I buried my head deeply ...

Conclusion：

Because of the work of the relationship, more recently focused on the O2O field of entrepreneurship projects, the evaluation of the project is actually more from the inherent standards, such as whether the team composed of people who understand the offline, offline industry, the process of the Internet, the effectiveness of the quantifiable, commission ratio, potential market share, user's online consumption habits, Consumption frequency and so on; there is nothing wrong with this in itself, but many times we have used some overly stringent targets to measure a far less mature subdivision area.

In fact, in specific areas, specific market conditions, the above enumerated the weights of the various measures should be very low, or even almost negligible. This is the same thing as in the Discovery Line catering O2O Business of Home Gourmet meeting CEO Sunhao said: "O2O business is only applicable, there is no fixed quality, the same business O2O shape will change over time and users." ”

(Zhongminghao for NetEase Science and technology, reproduced please indicate the source)

Author Introduction: Zhongminghao, Data Control, "very residential internet analysis of the wet", is now employed Jingwei venture, focusing on wireless internet and social media and network security in the field of investment. Once worked in the royal Network for nearly 2 years, as an analyst in the investment department, mainly responsible for Shanda network in the community, video, network security and Android and other fields related to project analysis and screening work.