And entrepreneurs mingle with the angel: Lu Nan

worry was founded in 1998, the Web site the is marked by two major parts: a commitment to better career development opportunities for aggressive white-collar and professional professionals. At the same time, the site is committed to search for enterprises, recruit the best talent. At present, worry has become China's leading position in the professional recruitment website.

As an angel of entrepreneur origin,

As worry co-founder, vice President Lu Nan is a low-key and pragmatic angel investors. As an entrepreneur-born angel, Lu Nan very random, he cast is a friend introduced, like nagging, often and entrepreneurs mingle, but also easy and be moved by the entrepreneur.

and Lu Nan current identity may also want to fall below some people's glasses: Kang Soul Commerce (Shanghai) Co., Ltd. (hereinafter referred to as the Hong-soul business), the position is actually CEO.

First of all, the Angel couldn't help being an entrepreneur, also voluntarily bear the "leader" pressure; In addition, the company's business with his former two owners-Bain consulting company and worry relevance is not: Kang-commerce is a beauty health products company, the main product Lumi collagen, Taobao, all kinds of business super convenient sales, The main customers are young female white-collar workers.

Investors become entrepreneurs, not in the industry. One situation is that investors steel, directly in the battle, and Lu Nan is another situation, he felt that the founder of the recognition, do is the market that he believes has prospects, this is his angel investors in the process of the encounter can not be asked for the feeling:

"I and Phoenix allow le when all like to interact with entrepreneurs, in their body to see idealism, but also quite easy to be touched." I do angel investment, there is no motivation, no goal, that is, after the investment with the entrepreneur do not communicate, do not understand each other, also do not help, will be less interested. ”

Investment as CEO

In 2010, Lu Nan invested in the Kang-Hong trade completed a round of financing. The team advised him to come full-time to help, and he had this idea, hit, he was the CEO of the Kang Soul business.

This does not matter, Lu Nan again began the "tired Heart" entrepreneurial journey. The meeting of the company is going to attend, just the company discussion marketing, young colleagues put forward, with the current very hot "social marketing" means to help the Kang-soul trade in Taobao to do some publicity, Lu Nan feel that they are not enough to understand, they began to ask friends, hoping to find a professional to the staff for guidance.

Kang Soul business to the "Lumi" to do brand time period, how to let this female health products stand out, is his most recent time the most missed question. "Advertising budget and the needs of the staff how to allocate, is more investment in Taobao through the through-train advertising optimization, or to play some advertising to do PR?" I carry the title of CEO, must understand. ”

Kang-Hong Business is the third project of Lu Nan investment. 2008, he left worry, the same year began to do Angel investment. At that time, the decision to invest in Kang-hong business is due to the amount of investment required, million yuan level, a small try. Lu Nan said that the investment in Hong Kong's business is because of his familiarity with founder Dajeron, who has had an entrepreneurial experience in the local business of health-care products and direct sales.

Lu Nan very much agree with Dajeron market analysis: China's health industry has been relatively chaotic, but also stay in the "Shiquan" era, and there is no new brand emerging, and foreign popular natural extracts, balance the body of different nutrients, the gap will create opportunities.

However, when the Lu Nan dropped the money, the other side was still in a very early stage, money to account, Dajeron began to explore the specific positioning: not to include all consumers, the most reasonable choice is the elderly, they are ready-made health care products consumers; but Lu Nan and Dajeron are bullish on young white-collar workers who will be the backbone of consumption in 10 years. , and then the women, who not only use themselves but also buy for their families. The market and beauty-related health care products are not many, finally Kang-soul business plan from here to start.

Lu Nan found the exploration period Dajeron step-by-step, the market reaction is very fast, a few months time to think of the core products. In the amount of investment in his angel before spending, the location of the Kang-soul business has been thought well, product line also came out, advertising has done a little, you can directly into the mass production stage. As a result, Lu Nan another round of investment, although later from DCM investment as a round, but Lu Nan's second continuous investment has played a round of investment role.

Dajeron's ability to operate is also beginning to get Lu Nan's approval: He is very good at testing, a lot of non-core business, first choose to outsource, reduce costs. Advertising production to find a friend to help, because the company did not need to set up the planning department in the early days, call center also looked for outsourcing until the ability to accumulate to provide better results, and then back to the self.

Meanwhile, Lu Nan also saw the choice of Dajeron at key decision points. There was a temptation to trade in Hong can make for other brands to make quick money, but Dajeron insist Lumi do brand; that time, the whole business of e-commerce keyword is "low price", but Lumi product prices have never been around the market, customer unit price than competing goods to several times higher.

"It means that he thinks deeply about the matter and chooses not to hesitate, otherwise he will not refuse so many temptations." He knows what to insist on and what can be flexibly addressed. ”

The founder is very recognized, two people on the road, the beginning of a scene, the DCM injected, the board suggested Lu Nan help the company, Lu Nan did the CEO. At present, Dajeron is in charge of product, market and sales, and Lu Nan is responsible for internal management.

No betting on new models

Now Lu Nan's career is a start-up, Angel Investment did not give up, but a lot less energy, currently invested in a total of more than 10 projects. Entrepreneurship makes him very "out", due to focus on the company's business, Lu Nan feel himself on many new models of ignorance. Then joined some institutional Angel fund, hoping to "keep up with The Times", recently he has voted two funds, but also deliberately asked the other party to timely share the investment experience of the new project.

Like many people, Lu Nan investment projects are almost always the result of mutual introductions among friends. For example, worry's partner, good brother Fung permit Ray said to invest, he joined together, Fung permit Ray in the first time for the planning of the Entrepreneurial accelerator "quick to create camp" looking for "coach", with Lu Nan, Lu Nan to join.

"I have no art of war in this personal investment, because the art of war is just like the success story of Li Ka-shing, light to see can, if Shire have experience, I will not read after the Shire." Angel investment is very fate, I have seen many people, probably can judge and feel inside the founder how to judge the trend of the market, how much determination, ready to run how far. ”

The industry he invests in is somewhat different from many angel investors. Chinese angels are often keen to pry the fast-moving Internet industry He cast the project is not: with "swallow cloud small dill" wonton store heart product impression, with the bubble brand "Bell many father" young girls like to patronize the dessert company excellent taste, online sales of health products, "five-star Healthy mall" and so on, many are owning their own products, A company that attaches importance to retailing.

"I'm adamant about not betting on the new internet model. Who can predict what will be popular in the next year or two? Now microblogging is very hot, the previous blog in China has also been very hot, rice chat at that time came out very good, who knows then another micro-letter. I think as an angel, I can not afford a lot, if you really want to bet that trend, you have to bet hundreds of? Even if there are one or two likely to bet on the trend, such as Pinterest, but suddenly come out so many sites, you buy Which? If you had 100, would you buy 10? Each flower 3 million, the equivalent of 30 million to buy a model?! ”

Like a long-winded angel.

Lu Nan Some of the returnees, looks gentle, but as long as the decision to invest, he will always be tempted to nag and told the entrepreneur. He gave himself a position: after casting the angel wheel, it is necessary to hold the mentality of running with the entrepreneur, first help to organize the employee shareholding structure, then the first two years 6~8 quarterly board, and then follow the founding team in the business model adjustment. "Not everyone wants to hear you, and he has no obligation to listen to my long-winded." "But he always can't help it.

His "long-winded" content is dominated by internal management, like helping entrepreneurs prevent backyard. Some companies airborne a former big company executives came in, came to him to learn how the team and the other side, the equity to too much is not appropriate and so on.

"I think the founders of China now face two difficulties: whether they can think of a revolutionary approach to market demand, and the other is a challenge to their own business and management capabilities." Entrepreneurs are getting younger, but in the end they are still a handful of experienced people. In the company's development process, many of the barriers are technical, not directional, need to have experienced people with. ”

After the official business of the CEO, he made a lot of people do not understand the decision: for the company to standardize the flow of information, the electric business, department stores channels, such as the sale of several channels through the system to connect, so that salesman, Miss Counter, customer service and so can calculate their sales value. Its most intuitive effect is that if a salesperson asks for a raise, the leader can take out the form and analyze the employee's contribution.

"I vote for any company I would like to suggest, if it really goes to the stage of the listing, such a system will certainly need, otherwise how can you promise to future growth in each quarter?" At present, there are about 300 people in the business of Kang-Shang trade, which would have required team building and structure, which is conducive to the control of personnel, but also to the formation of product quality and profit control. Kang Soul Business is not a pursuit of income scale companies, but the pursuit of profit growth. ”

Lu Nan's inspiration comes from worry, but the guiding ideology comes from Bain Consulting, and in fact, worry's several partners are old Bain's employees. Bain's corporate culture emphasizes the results, the customer's net income as the guide, it is called "True North" (true Northern, the compass refers to the north and North Poles are not the same), they want to pursue the real rise.

Unlike many investors, Lu Nan likes to stand on the side of the entrepreneur, many times on the board, the investment in the back of the VC can not help but criticize Lu Nan no principle, because he will always say something not like investors said. They asked me, "Why do you say that, you are not a shareholder?" Do you need to go to the entrepreneur? But the angel investors like me and Feng Yun Lei are all entrepreneurs, and when they are angels, they will be considered in the perspective of the entrepreneur. ”

Because of the creation of the industry, Lu Nan to those entrepreneurs are very emotional, he looked at the investment enterprise's vision is naturally different.

"Institutional investors don't have the energy to get to know each company, they're only going to be with entrepreneurs for less than 7 years, but founders tend to think about doing business for 20 years." I often recommend that after the financing of the entrepreneur to control the decision-making power of the company, what the board of directors, what the general manager, what the shareholders will be set, all set first. This thing seems too trivial, irrelevant, in the ordinary time nothing, in the critical time will be a problem, if the United States to deal with the way, this should be written into the statute. ”

As one of worry's founders, Lu Nan has been in charge of the company's new business, after exiting the worry, he believes that the beginning of the "Second Life", when money is no longer a problem, at this time faced with more choices. To this end, he took part in a few years ago in the Sinology class, and finally from the Feng "savage growth" to find the answer: there are two factors of happiness, their own how many, as well as their own desires. If you want to control your desires, you will never be happy.

"If I don't talk about investing, I never sum up my angel investment experience," he said. Perhaps there will be entrepreneurs in the media to see my story, feel that with me this person on the road, just want to come to me. ”