Cai: Three stages of the entrepreneurial team from 20 people to 200 people

September 11, 2013, the eighth session of the Innovation of China's autumn activities in Hangzhou officially launched. As the largest enterprise demonstration platform, this innovation China has gathered nearly 100 pioneering companies to show on stage. Domestic top investors Cai, Deng, Shen, Shong, Xiaoping, Yan will serve as judges.

September 11 afternoon, the innovation of China Mobile Internet special Session, angel investor Cai won a wonderful speech, he prompted: the vast number of entrepreneurs, in the start-up phase, how to pay attention to the company's 5 problems, how to expand the company's influence through marketing means. It also includes his tips for entrepreneurs: How to impress investors, how to get to know investors, and how to spend money on the edge of an investor.

The following is a live record:

Every time I come to a meeting like this, I still feel pretty. The first is to feel the passion of entrepreneurship. The second is when changing business cards, to give you a little advice. It is meaningless to change your business card with a guest on the pitch, and don't look for someone especially famous because they may not remember you.

Who are you looking for? For example, a very low-key bull, such as Thor, in fact, he did not succeed in the Qihoo, his 360 return is very amazing. such as Shiping, Yu, Cao Yi and so on, why not find them? To tell the truth, if they are more free to hear your speech, then the benefits will be higher, this is the skill of changing business cards. Thank you!

I wanted to talk about Internet innovation, but I found that mobile internet has already entered a Red sea today. If we had said mobile internet three years ago, a lot of people would have been skeptical, so when we talked about creative creation, the significance was even greater. In fact, the Internet has become more popular than we think. For example, we talked to Lei, we thought the mobile internet would explode three years ago, but the speed of the explosion was really more than people thought. The speed of Internet entrepreneurship is also accelerating. Today, I would like to say something more real, this part is actually with my internal staff in the communication and summary of things, I hope to be able to help.

Five main points of entrepreneurship

The first is the direction of entrepreneurship and product positioning. I think you want to start a business, no matter what kind of products must conform to three principles. First, there is demand, so that people must know this thing. Second, the advantage that you do this thing is that there is no big advantage over others. Third, the interests of both parties. What benefits can you get from users?

Second, the government does not interfere, competitors do not affect. We often say that mobile internet can actually make a lot of money. For example, ten years ago you this game how much money, when the legendary ten years can earn a billion of, but some people also play games, but eventually vanished. There is a certain copyright problem, then changed to a web game, and finally they succeeded. The last one is not strong competitors, sometimes you think of an idea is not a person to do, you can also think of a competitor is not strong. For example, you tell me that one person wants to be a micro-letter, but Tencent is there. There is a person you want to travel, you do not go compared with Ctrip, but you also have the opportunity.

Third, can we make use of the way the Network Alliance development, the formation of industrial chain? Baidu and Taobao are very classic cases. We know Taobao in 2002, the three main portals no longer use its search engine, it is independent of the flow is zero. Then there was the 360 browser. Taobao was launched in 2003, when China's e-commerce accounted for 90%, Taobao started to invest 100 million, they can think of the way to the three portals to advertise. Ebay is also do not let Taobao do, Taobao later did the way of the Network Alliance, with a company in Hangzhou to call one day advertising Alliance to help him all the major websites in China pop-up. As you know, you can also see Taobao on major websites at that time, which is the defeat of ebay.

Four, once the opportunity to discover the future developed, immediately adjust and change. A person who is successful in competition attracts different periods of change. We look back to see all successful, whether it is Ali, Baidu and so on, now millet, from the beginning of the positioning to the back of the successful company is almost adjusted.

The product name wants to spread easily, it is auspicious name, registered trademark. Perhaps people will think there is a bit of feudal superstition. When I was in 2008, I did a survey of all the Internet products in China with good company names, and I found out that the bad names were not particularly successful. I don't think it's a superstition, but it's necessary to get an air name for the company and the product. Because it is at least conducive to your spread, including in your company's brand, logo and so on these aspects have been greatly helped, so take a good name I think it is very important, the best product name and company name is the same words is the best, as Baidu, the company name, product name are Baidu, like Taobao, Millet its company name and product name are the same. At the same time to register trademarks, many people started to think a lot of good trademarks, and later found that others have been, for a vain. The most important thing about a company is intellectual property, and Google's most important thing is not its production line, but its patent. So did Microsoft's takeover of Nokia. When you start, there are some things that can be patented, and some things that can form intellectual property are also very important.

Product Marketing Methods

How to marketing with the product? First, a brand needs to create symbols. In the world, you can list the famous company, have a very strong symbol brand, can let you all of a sudden remember. Second, consumers only pay for the reasons used. Third, it is important to design a line for the user to spread the word of mouth.

For example, Baidu, it represents the search, let you think of search is Baidu. Like millet, millet positioning is for enthusiasts and made of mobile phones, this is called Word-of-mouth spread a slogan. I would like to cite a small example, hao123, with its same type of Web site there are so many, why it can develop? At that time it did not use other employees, also did not go out of Guangdong province, it does not know who, who do not know it, but why hao123 can launch it? Because in a good 123 of the website above wrote a sentence: If you like this site, please tell your QQ 5 friends. This sentence is very meaningful, when you feel hao123 good, may not spread, but with this sentence, you will be willing to pass to your other friends, this is where it wins. Three years ago we hung a sentence, 43977 is the world's largest and best game platform, we did not sell, but for their own use.

Four, the product needs to interact with the user emotionally. Like millet, I think millet this two or three years did very successful, or is like the United States Mito, it is the product with the user emotional interaction, because this will form loyal fans, and they will give you a lot of advice.

Five, constantly remind users of the value of the products you provide. For example, if your product has a new version, an improvement, or you've got an update, you have to let your users know, especially in mobile Internet applications, that more communication is used in app applications. Like the United States Mito, on the mobile side and PC side, these two years according to different small requirements changed more than 10 versions.

What do you do after you get the VC money?

When you make a product, who do you want to vote for? For example, if you are going to attend today's meeting, I am sure you will know which companies they have invested in and which institutions he graduated from, so that when you talk to him, you will be closer to you in your relationship. I remember April 2006, when I was meeting a partner that day, I read the biographical notes of each one of them.

In fact, these online can be found, so you have to find, you know that every investor, including he is not suitable for you, you will communicate with each other smoothly. If you do not go to the scene, how do you write the proposal to attract him? I think the plan is written a lot, but you have to find a way to write the first page of his return, it would be much better.

If the investor agrees to meet you, the general meeting time is half an hour to an hour. How does that impress him within the short hour? You have to say the key, it is best to give some clear data, what you can do now, if you can add some of your own some moving stories will be better. But there's a very important caveat: never exaggerate and fake data. You can speak a little bit more about the future, but try not to exaggerate or fake what you do. Because your exaggeration of a small place is just what the investor knows, he will overturn what you have said before, so provide what you have done and try to be realistic.