3 times Entrepreneurship, Shanhui reflection: Tuyere pioneering pit deeper

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Shanhui, born in 86, Jiangsu people Nanjing venture. 2007 on the Big Four o'clock, see the media popular, the bandwagon did a video broadcast ads, get 3 million investment. Peers have to get soft Banding investment, threatened to go public, we look forward to speculation by its acquisition. But it turned out that the business model of the network was problematic, with two companies failing together in 09.

2009 study of the Internet, the end of the internet to do online education, 2010-year profit 1 million, 2011 sales nearly million, but the product aging, new products did not keep up, profit decline. The company was sold in early 2012.

2012, the establishment of E-commerce training "rich shop" and the sales of electrical products, the company's profits 1.5 million, 2013 annual sales of 20 million. This is dictated by

"Hang the Lord share"

My entrepreneurial experience is mainly divided into three paragraphs.

The dilemma and ignorance of a senior venture

2007 saw the media in the domestic special fire, whether it is the subway media, hospital media, public transport media, led all follow the fire, all dream of being able to make a listed company. And I was ignorant of the fearless, just have a chance to get a Suzhou real estate group to the cultural industry investment 3 million capital.

At that time was able to take such a high investment, because with us at the same time the start of a Hangzhou enterprise, got the soft silver, ding hui million dollars investment, and we go to Hangzhou, we design the model is almost identical to them, is to put the video in the shop (the name of the "Urban Fashion Media"), and then sell ads.

Hangzhou, the company said it will be spread nationwide 100,000 video, become another media (the focus is also soft silver investment). At that time, the audience is based on the number of video to acquire the mass media, so we think that we do not have the opportunity to become a minority, but should have the opportunity to become (acquired) mass Media bar. So get 3 million we started "in Nanjing, the major stores in the 500 video", and even friends to visit us, followed by us in Taiyuan, Changsha and other cities also paved the video, to unite to let the Hangzhou company to buy.

At that time I was thinking, soft Bantinghui should be better than we have the ability to distinguish between good projects or bad items!

Unfortunately, the business model has a natural "flaw", the video is easy to shop, but advertisers do not buy. Hangzhou, the company in the country smashed tens of thousands of video (the huge amount has been cast down), found this problem! And we have made efforts, very few advertisers agree with our advertising effect. In the end, we fell down in 09.

Later, I analyzed the failure, wrote an article called "Youth Entrepreneurship Dilemma and Ignorance", the online reprinted n million times.

The pits that first venture encounters:

1, the project itself is in a mature industry, not in the tuyere. The most essential to see, the audience was no video. If it is a good project, the audience should be active preemption;

2, the management of enterprises, the importance of resources is extremely important. We do not consider the media has a very important success gene, is the Jiangnan spring advertising industry 10, has a large number of advertisers, do not have these advertisers to pave the way, he is not afraid of national development.

3, speculative thinking can not be used to do business. At that time, we actually knew this mode in the middle of the ad owners do not recognize, but one has been cast, and then still fantasize about the acquisition of us (and then we did talk about the merger). Only speculative, do not know how to win customers, not really do business.

4, the cost control ability is poor. At that time did not know how to make money, only know to take the investment, desperately spend money, desperately recruit. This mistake, after the success of the successful business after making money, and once again.

After the fall, my partner and I held the company down. Later, we still around the advertising industry, began to sell advertising media. Through some efforts to receive some customers, but also just feed the company, there is no prospect.

At that time I realized: Do the company must stand in the industry tuyere. So I and my partner division, he continued in the advertising industry, I went to find a new industry to see if there is a chance for the future.

二、二次 entrepreneurship, "Super education products" of the success and failure

09 years, I chose the Internet. Through the second half of the 09 years of research and learning, mastered the internet marketing technology. Because of the experience of my previous advertising company, I know more about business than most of the technology-oriented internet people I contacted at the time.

The best technology at the time was SEO. So at the end of 09, I sold a lot of things through SEO marketing technology. For example, "advertising company" optimized to Baidu first, and then also sell health products, sell some local services, help other enterprises to do SEO ... Later I calculate, accumulated through the SEO technology to sell products, accumulated more than 500,000 yuan, is mastered the skills, survival problem has been resolved.

In the process of selling products through the SEO technology, many people and I learn how to use SEO to sell products (individuals are also more high-profile, of course, the purpose is to attract resources). Later, because of the excellent sharing effect, they introduced a lot of people to study with me. I have created a "super education product"-how to sell products through SEO.

So I slowly made a professional education company, I have accumulated before the marketing capacity and management capacity of all used up, in the SEO industry has a great influence. In 2010 a year, the number of trainees reached 12,000 and the per capita fee was 200 yuan. At that time I was seeking influence, not thinking about profits. I have benefited so much from this influence today.

In fact, based on the market background is very simple, because 2010 years ago will be SEO very few people, and many people earn a lot of money, but do not share SEO methods, many people want to learn, but the market charge is very expensive. At the same time, many commercial long tail keyword is very easy to rank, so basically learn one, 1 months ranking out, matching the corresponding products, will make a profit.

But the crisis has unwittingly emerged.

First, the industry pits. Because SEO more and more difficult to do, SEO industry tuyere. I actually expected this in 2010, so I've been looking for a second "super product". Later we developed a station training, foreign trade training, Taobao training, server training and so on, all make money, but no one to achieve the scale of SEO training level. 2012 Our SEO training and made a scale of more than 3 million yuan (that year to 16,000 students), other training is hundreds of thousands of sales level. At the same time we also opened up their own through the sales of SEO products business, the scale of millions of, but still did not appear like SEO training products of large-scale profits, there is no very sustained vitality.

Second, not enough to concentrate on the pit. In fact, looking back, at that time I look at the market is very accurate, but because of the hope of rapid development, each market has no thorough, just horizontal development, did not cultivate or find strong enough product managers. Later, in the field of foreign trade online training, when we find the partners themselves out of focus to do, and now do the foreign Trade online training first brand, annual sales estimates also have 5 million. Including I later on Taobao online training, but also to do millions of yuan in the size of the market. Or at that time the product did not grasp the reason, of course, also with the enterprise system design.

Third, blind expansion of the pit. Because the previous operation is too optimistic, we recruit too many employees, and do SEO training more and more people, so the SEO training business profit margins are also falling. Again, because the previous year had accumulated

A lot of cash flow, and we made some radical investments. resulted in sales rising several times from the previous year (each business adds up to more than 8 million), but margins are not as good as before.

Four, the equity allocation of the pit. In the course of operating SEO training, we introduced a new partner with traditional business experience as the largest shareholder in 2010 years, and later, although I managed the product, I lost control. Later in the second half of 2011 began, because I and his business philosophy and development direction of conflict, eventually developed into one of us must quit the enterprise. It should be said that the failure of the joint-stock degree design, is that we have a number of problems later a big reason.

2012, I sold shares, once again to the starting point of entrepreneurship.

Third venture: The establishment of electric business training "rich shop" + Taobao shop operation, a year from 0 to 20 million

Electric Business Training: After another business, I developed an E-commerce talent training program. Through a few years of online education, I think China's online education "middle and low price vocational education" will be first fire. The same is based on the "Tuyere theory", because it is expected that China's e-commerce to explode, will be a large number of lack of e-commerce talent. But at that time the market E-commerce training is very unprofessional, many are doing Taobao failed or did not do Taobao people in lectures.

Positioning well, I prepared nearly six months before the official launch of the "Rich shop", I think it is a good "product manager", these years also created a lot of "successful products", so in the product very hard. For example, the course only to be successful Taobao shop and have the ability to summarize the theory of people lectures, every teacher every word I audit, personally with the majority of students and so on, so Word-of-mouth is also done very well. So 30% of the students are recommended by old classmates.

2012-2013, a total of 4000 people attended the study.

As I expected, after 2012 there are a large number of people want to learn e-commerce, a large number of Taobao sellers also need professional Taobao training, our training program has achieved greater success, the customer unit price to nearly 2000 yuan.

Shop operation: 2012 We and the traditional enterprise cooperation E-commerce, side do education, side of their own practice. At present, the establishment of 4 electrical business projects, including women's clothing, to do 500,000, safe to do 700,000, underwear to do 400,000, jewelry more than 100,000, are working with others, their average accounted for 30%.

2013 We do e-commerce this piece of sales of nearly 20 million, mainly based on Taobao. Taking into account the possibility of a decline in the production of single vocational education, especially the rapid development of e-commerce industry. So we chose to do their own e-commerce market. Give yourself a number of reassurance.

As 2012 years ago did not know the electricity quotient, 2013 to do 20 million this scale, I am still more satisfied.

The challenge for our future: the most rapid development of e-business is about to pass and opportunities will diminish. We need to the original extensive management, implementation to the future of more refined operation, no longer blindly pursue the opportunity of rapid development.

"Pit Lord Torture."

Group friend question: What is the biggest problem you are experiencing?

Pit Master: The biggest problem is earning money now, but the long-term development direction I have not yet to understand.

Group Friends question: If the electric dealer training and shop operation two choose which one do you choose?

Pit Master: If the shop operating profit now has high training, I choose to operate. I see some professional teachers as friends, many one months to speak 20 days, earn more. But I don't want to live my life like this. I like the feeling of running a business, but I don't like the way I charge to teach. It is better to help others for free, so this is a place where there are no breakthroughs within a few years.

Group Friends ask questions: feel you are still a direction to choose the problem, one is: do training, do the electrical business is mainly to obtain training materials, by the way to earn some money; the other is: to do electricity business, training is to share, by the way to earn some money.

Pit Master: In fact 2014 years, I want to explore out, which is the main, which is the way to make money. Now slowly in this direction, for example, some of the electric business because the prospects are not too good, now put a little energy. Focus slowly, may be difficult to decide, but there is a trade-off.

Group Friends Recommendation 1: I suggest training that piece boldly hand out, earn how much do not take care of it, the share of a dividend shares, the decision-making unit also give up. The electric business operation this piece, since is cooperates with others, oneself to the product link control is weak, this piece also abandons, lets the team free development.

You are so young, take out 1 million savings, to find a long-term force of the products, their overall operation, from the brand, products to operate all their full investment, the electricity business is not the wind blew past, the opportunity is still huge.

Do not think of the way to make money, this incidentally will delay major events, is mainly a waste of your high IQ high sensitive moving precious time.

Group Friends recommendation 2: Reflective ability is willing to do, quite powerful. But you are too sensitive, always chasing hot spots, things in the gas long not in the arrogant, temporary lively all useless.

Group Friends Recommendation 3: The problem of the pit Master Entrepreneurship I am also experiencing, should also be the entrepreneur must experience. To "Follow the Heart", "Choice", "focus" has a deep recognition. Good pit.

"Pit Master Summary"

Thank you, today's exchange from the company's direction and the understanding of their own hearts, as well as marketing methods in these 3 areas I benefited greatly.

1, from their own heart, is to become an operator;

2, from the business direction, the current business either they do not love, or do not have the opportunity to big, continue to mature, slowly transformed into their own shareholders, to the professional manager management. Find yourself a good business patient to do.

3, from the marketing approach, the need to pay more attention to communication methods, more concise to attract customers. Need to do an attitude to the site, not a very heavy marketing site.

"Gold wrong knife micro diagnosis: not only to fight marketing force, but also to spell product strength"

Shanhui is a very smell of entrepreneurs, a few startups are first to find the outlet, but more is the short-term air outlet. The first time to start a business is the following: the pattern of classification. The second venture to find is SEO, but a short tuyere. The third business is to find E-commerce training. Shanhui is a strong marketing person, a few entrepreneurial choices are biased marketing-oriented, marketing-driven products have a basic feature: ups and downs. Next, Shanhui can turn the marketing force into a more sustainable product force. Product force has two key indicators: is not enough pain point, the product is not word-of-mouth.