How does a start-up company pry into the conservative sector? Look at it from another angle, tick a cab.

A start-up company in just 1.5, how to use the mobile internet to pry a closed conservative industry? What can entrepreneurs learn from the entrepreneurial experience of ticking a taxi?

1, the evaluation of the entrepreneurial Project only twenty or thirty points of the feasibility, think is the opportunity to do it hurriedly, entrepreneurial not afraid to make mistakes. If it is absolutely feasible, you have no chance.

2, rather slowly, set up a reliable team to do, workers.

3. The accumulated experience of the past is not the most important, and may even hinder the discovery of new opportunities. And an entrepreneur most need to have the quality is: fast learning ability.

4, if you just passively accept outside information, make product decision-making is not reliable, must take the initiative to investigate, find and solve problems.

The following is the text:

Cheng Wei in tick a taxi September 9, 2012 before the line, the product to the United States Network founder and CEO Wang see. March 1, 2014, Wang told me: "Cheng Wei very hard, I did not think he can do so big." ”

At present, more than 70,000 of Beijing's 100,000 taxi drivers have installed tick-tock software, and nearly 50,000 in 67,000 taxis have installed tick-tock software. Tick-tock taxi in the country opened nearly hundreds of cities, installed 480,000 drivers, tens of millions of passenger side.

Cheng Wei, founder and CEO, said: "The speed of mobile internet in minutes, in seconds, can not slack off, the battle one after another." "Born in 1983, Cheng Wei, entrepreneurship 1.5. He founded the tick-tock taxi, a mobile internet technology based on the taxi software, users can book taxis through the software.

Before starting a business, Cheng Wei is Alibaba's employees, first in Alibaba business six years, after the Alipay work for two years, to achieve the level of deputy general manager of the Division. He saw the entrepreneur grappling with the itch. For 9 months he was thinking about what he wanted to do. First, he thought, was big enough to carry his dream of the world, and secondly, to conform to the trend of mobile internet.

He was thinking about the second half of 2011, at that time, the boom has not been the past, the first consideration is to do home electric business, the entrepreneurial project is too heavy, the chain is too long, but also looking for a good designer, and looking for a good generation of factories; and consider doing enterprise management training, Alibaba has a set of management experience, But quality lecturers are hard to copy, and the local life service reviews websites, helping people find good barbers and so on. Cheng Wei has vetoed 6 ideas, think of the basic necessities, the Internet can change the way of travel? He saw in the media about foreign car rental software coverage, but did not search the domestic taxi software.

Cheng Wei asked a lot of people, 10 10 said, how could this be done? The main reason is that drivers do not lack orders, why rob your job? The road is alive. The second objection is that the drivers are both uncles and suburban farmers, who use smartphones? Cheng Wei himself a taxi, asked five or six consecutive drivers, not a smartphone, very hit. Others think that under this kind of credit system, call the car service is not reliable. "These listen to the truth, but I think the trend is always forward, smart phones will be cheaper, who will use, taxi industry, will certainly be the internet to penetrate." A roadside taxi this inefficient approach will be replaced by a more efficient way. "Cheng Wei said.

"At that time, the judgment of this matter only twenty or thirty points of maturity, feeling that this is an opportunity, if the software can help you call a taxi, many people will use, is feasible." If it is clear, there may be no chance. ”

June 2012, Cheng Wei and Wu Rui, Lee sounded a piece of entrepreneurship. Beep of the United founder Lee Remember, in Alibaba, when Cheng Wei with him to open up the Beijing market, the country has 9,000 sales, hundreds of sales team, Cheng Wei their sales team of only more than 10 people spent a year to achieve the third country. "A lot of sales team, sales champion performance can account for more than 50%, our team does not particularly outstanding, ability average." Lee said, "We are new, from scratch, Cheng Wei self-study a lot of team management knowledge." ”

Cheng Wei A slogan called Mobile internet to make travel better. Some people say that a gang of Ali sales of the product, can be good where to go?

Technology is indeed the Achilles heel of this team. June 2012 Business, July signed a number of taxi companies, but the software has not reached the standard on the line, from July to August, from the beginning of August postponed to the end of August. Cheng Wei really unbearable, to the technical department under the death Order, September 9 anyway must be online.

The product was originally for outsourcing software companies. Cheng Wei feel two months to do the product, now recruit team is too late. He found the company asking for 150,000 yuan, he cut to 90,000 yuan. The other side assured him that the function must be realized. Cheng Wei left simpleton, first payment 30%, do half of the time payment 50%, finish acceptance and pay 20%. As a result, the 20% was never paid. Later, Cheng Wei learned that the company in Shandong has cooperative schools, tick-tock Taxi The initial product is a secondary school teacher with a few students to get out.

Get the software, he to the Committee demo Beep Tick Taxi, call 10 times car, can ring 6, 7 times. When not ringing, everyone stared at the phone that sounded, silent for 10 seconds. Cheng Wei the subject with embarrassment. He learned to behave, and the second time to give a demonstration of the time, take two mobile phones, which ring to take which part out.

At the same time as software outsourcing, he also recruited engineers. The engineer looked at the code, said that this level is too bad, basically can not use. He found several large companies out of the engineers, all rejected him, "start-up companies are too uncertain, many people think that taxi software may not be reliable." Until later he met the original Baidu research and development manager Zhang.

The loophole was so much like a sieve-like outsourced product that it wiped out a year's butt by a taxi-ticking tech department. Cheng Wei said: "A penny a penny, our advice to the entrepreneur is, rather slowly, set up a reliable team to do, workers." ”

Lee sounded that, Cheng Wei learning ability, calm, self-control, the team felt the most frustrated when he was the most optimistic, the team achieved great results, he will ask why the results, and what problems? "The leader is calm, the team will be calm, no one dares to be proud, and no one dares to be discouraged." ”

November 2012, the company carrying only 10,000 yuan of money, Cheng Wei hit the wall many times, a round of financing finally became-from the Jinsha River venture investment of 3 million U.S. dollars. Everyone was so thankful that Cheng Wei called everyone together to a meal in the cafeteria and went back to the office to discuss business issues.

Co-founder, vice president of product technology Zhang to Cheng Wei evaluation is a strong sense of purpose, perseverance, can endure hardship. In Shanghai, the competitor's business grew faster, Cheng Wei said he would not come back without winning Shanghai. Several of them arrived in Shanghai, fighting for two consecutive weeks, barely sleeping, discussing the plan at night, implementing the day of the following day, and discussing the effect adjustment program at night to two or three O ' midnight. A week later, the effect came out. Beijing spent 3 months installing 10,000 drivers, while Shanghai spent 40 days.

In Cheng Wei, you can see that in the current entrepreneurial wave, the accumulated experience of the past is not the most important, or even hinder the discovery of new opportunities. And a person's most needed quality is: the ability to learn quickly.

February 26, 2014, Beijing South railway station west entrance, taxi underground access, the corner of a clearing, seven or eight drivers around 3 young men wearing a down jacket, next to the wall with red Banner banners: "Tick-tock saves time and energy more oil". Most of these drivers are tick-tock new users, looking for a taxi to the ground to help install the software, there are drivers in the use of various problems to find solutions. A driver puts his glasses on top of his forehead and looks carefully at the smartphone in hand; the driver repeatedly asks, do I need to write down the pen? The young place pushes patiently repeatedly to assure, you are assured that each transaction in the backstage system has the record. A driver said that a 10 Yuan award before the Spring Festival has not yet hit my account. Beep Beijing driver Wang Pingzhe hurriedly forward, leaving his mobile phone number, said: "We will resolve, if not resolved, you call me." ”

This tick-tock service points for at least five hundred or six hundred drivers a day to fix the installation problem. At present, tick-tock taxi in Beijing has 8 service points, distributed in Beijing West railway station, South railway station, Nanyuan Airport.

Beijing South railway station west entrance of the underpass, no heat, cold and cold. Push 7 o'clock in the morning to arrive here to start work, continue until 10 o'clock at night, on average, work 15 hours a day, almost no hand stopped. They need to be familiar with the business as soon as possible, maybe the next day carrying luggage transferred to another city to open Xinjiang. "The company is developing too quickly, too late to train talent, only to let the push people work more, rapid growth," Wang Pingzhe said.

There are 189 taxi companies in Beijing, nearly 70,000 taxis and 100,000 drivers. In June 2012, Cheng Wei Their goal was to install 1000 driver terminals within two months. "We're just pushing our origins, and we're confident, how hard can it be to talk to a taxi company?" Do not accept your money, free to cooperate with you, still not good talk? "One months later, they ran more than 100 companies and didn't knock on the door of any taxi company," he said. Each company asks a question: Do you have a contract document for the Commission? If not, how do you dispatch a taxi? This is the management scope of Beijing Dispatch center. I do not cooperate with you, we do not bad you this money, also do not rely on you to make money, you do not have the documents, I am prone to mistakes, there is no reason to cooperate with you AH.

Cheng Wei didn't have the relationship, he had to find the Committee to chat, the other party said, we have scheduling platform, you do not go online.

Employees can't stand it. Cheng Wei to everyone, and then insist, run 189, no one is willing to cooperate with us, we recognize, give up. Lee rang said: "We ups and downs, Cheng Wei can stabilize the overall situation, let everyone feel, followed the boss is absolutely reliable, the problem is short-lived." ”

The Yinshan Taxi Company, which has only 200 taxis in Beijing's Changping, became the first company to cooperate with tick-tock cabs. The owner of Yinshan allowed Cheng Wei to spend 15 minutes on the driver's regular meeting to introduce the product. At that time 100 drivers were present, and only 20 had smartphones.

Most of the lectures to the driver at the regular meeting, is to wash the seat cover, selling oil, is to find ways to make money. Drivers are staring at each other, is this a new trick? "Taxis in the past few decades, the way the work has not changed, is to sweep the road, lying on the hoof, but is more and more blocked roads, oil more and more expensive, live more and more difficult to do, income decline, social status decline, no one is willing to do taxi drivers, no one wants to marry "Cheng Wei said.

The first scene was fitted with 8 drivers. Cheng Wei took the contract to other taxi companies to see, people have done, you can also try to pry open the second, third house. The people who push the team to cheer each other, today broke through two digits, this time someone cheered at the meeting. Co-founder Wu Rui said: "It's too hard to talk to a rental company, they're special bureaucracy, and inputs and outputs are not proportional." Taxi Company as a third party, he is a Hanlaobaoshou group, why does he do this? Where is his motivation? ”

Cheng Wei said: "We also want to find the Commission, which is more slow." We spent a lot of time talking to the government and we didn't see any results. A taxi is really a talk to the driver, the real beneficiary is the driver. ”

The capital airport near the north Gao is the taxi driver gathering point, tick-tock push team there set table, the first day was the Chengguan to drive away. Wu Rui said: "Chengguan Zooey to trouble, we continue to explain to the management, we are to solve the taxi to reduce the empty rate, improve operational efficiency, the management will also want to him what good?" What can you bring me? In accordance with his provisions to pay a part of the cost, let him recognize the idea of young entrepreneurs, support us. ”

September 9, 2012, tick-tock taxi line, has installed 500 drivers, but on the line lights only 16. The next day, 8 lights were extinguished. At that time, tick-tock office in Zhongguancun E World, E World is a digital store, upstairs by the merchant rented to do warehouses, because the price is cheap, Cheng Wei rented a multiplying square meters warehouse to do the office. Two drivers rushed into the office and threw the phone on the couch, saying you crooks, cheat traffic. No passengers with tick-tock taxi, there is no order, the driver opened a whole day of mobile phone software, a sound did not hear, but received a message that he used 20 trillion traffic.

Many drivers do not believe that pull live so many years, has formed a fixed habit, thought tick-tock taxi is a liar, and operators to defraud his traffic, some drivers are unwilling to install, but also dozen 110 alarm. Some advanced driver installed, will not use, a night of software, ran a night of traffic, the next day ran to the accounts. How to say, also talk to him impassability, have to compensate him money. Tick the early days of the taxi, encountered such problems are losing money, and simply out of the measures to the driver flow subsidy, 5 yuan a week.

Each driver is complaining, the product is not good, the flow of high, high power, not to hear orders, positioning is not allowed; After more than 10 versions, orders gradually more and more, two months later, finally there are more than 100 drivers online. When 100 drivers were online for the first time, the customer focused on the screen shouted: "Good heavens, great news, we have 102 drivers online." "When Cheng Wei to see, there were only 99. Luckily, customer service cut the picture.

The first time more than 100 taxis online, Cheng Wei feel a bit up, at this time there are nearly 10 of the same type of taxi software. The taxi came. Swing recruit car spent a high price with the capital airport cooperation, installation service station, tick-tock taxi out of the capital airport. Swing the car in the radio to advertise, a few months a few days the driver can go to which several hotels, the scene for you to install. Cheng Wei thought, "How can we make a mess of our company?" ”

In Beijing West railway station, tick-tock taxi spent 3000 yuan rented a small place to do the site, the taxi flow generally slowly drive, the driver can not stay for a long time. Pushing with a notebook computer, knocking on the window, asked: Master, do you have a smartphone? The driver said, no, no, push a leaflet in, there is a smart phone to call me, I help you install the car software. There is a smartphone, directly from the notebook to copy the installation package, the user name is the driver's cell phone number, the password is the original password, let the driver follow the steps on the leaflets home to learn.

Installation takes 35 minutes. Can not be longer, or the West railway station and drivers are dissatisfied. In the biting draught, the soldiers wearing military coats and gloves and hats were sifting through every cab in front of them like a sieve. One day down, the young man will also have a cold fever, at that time less people, has not been able to substitute classes, illness induction. A cold winter, in the West railway station, tick-tock taxi installed 10,000 driver end. "We are relying on the millet, 1.1 point, tenacious Survival," Cheng Wei said.

Wu Rui said he had not had a day off since his June 2012 venture, waking up 7 o'clock in the morning every day and returning home at 11 o'clock. He was afraid of waking his wife, who had fallen asleep early, and had a night on the couch. His cell phone is never closed, sometimes at two o'clock in the evening, and the driver calls, sleep, brother? Wu Rui asked, master, what's the matter, you said. The driver will tell him where to pull live, which time period order density is high, which time period order density is low. "A lot of people ask me," Why do I have to live with a taxi? In my opinion, it is this group of people, every day aooh forward, to survive. ”

Cheng Wei said: "This business is definitely long-distance running, compared to the internal strength, the core is the team, the team shows the soft power, such as services." These short-term marketing is Wei Gong, and if both sides are rich, it's hard to find a winner on the outside. "Tick-tock now completes the rounds of financing, a total of 118 million dollars, which Tencent invested nearly 50 million U.S. dollars." Tick-tock Taxi and quick taxi is to give passengers and drivers in the form of subsidies for the fierce marketing campaign, behind the Tencent micro-letter and Ali Alipay support.

Wang Pingzhe's first job was to be a long team in a taxi company, with more than 300 cars and 650 drivers. At that time, consumers complained about taxis, sets of vehicles, black cars, refusing to hire, detours, fees and other problems emerge. Handling complaints is the most onerous work of Wang Pingzhe, and the industry should be so stressed out? He thinks many drivers are good people and the service is good, so why are there so many problems? Drivers complain about high oil prices, traffic jams, low rents and high money.

He felt that the taxi company was a closed, completely disconnected place. There is not enough to meet his income needs, but also because he is young, still want to do something, April 2013 he job-hopping to tick a taxi. At that time there are more than 10 taxi software in doing, rocking recruit car, taxi small secret, micro-taxi, easy to take a taxi, and so on, often tick-tock taxi in this side, competitors on the opposite point. 9, the beginning of October, on land continued to see the company's people, the 2014 Spring Festival after the basic can not see other companies. Wang Pingzhe said: "First, our product experience is good; second, the offline team to promote faster, quickly occupy the market, call volume up, word of mouth, the potential energy naturally formed. ”

The driver who didn't know how to open the network and didn't know how to open the position will now play the micro-letter. "We pried the hardest stone and changed the most conservative and closed group of people to use smartphones." In the beginning, their attitude is that you give me a smartphone I use, you let me pay to buy that is not possible. One months and two months later, they came with their new smartphone. I'm so excited that I feel like I'm going to be a legend after my experience. ”

Every day, seven or eight drivers go to a taxi office to find customer service and ask to install the software. Some drivers do not buy mobile phones, directly to them, say, or you accompany me down to buy a mobile phone, buy up to help me to install. Wu Rui said: "This is the trend, conservative will always be changed, but only a matter of time, he will not change can only be eliminated." New technology is a fait accompli in traditional change. ”

Cheng Wei said: "The most important thing is never give up, you have to push the world to change, the greater the impetus, bounce back reaction will be greater, and ultimately compare your own psychological how strong, the solution to the problem of a variety of ways, the same thing is to push things a little forward." ”

"We spent 1.5 of the time to promote the development of an industry, a little change in the industry, there may be some problems, there are some irregular places, if tolerant innovation, tolerant change, we will be a little better." ”

The 47-Year-old Che Shijun is a Beijing Tongzhou man with a loud voice. He drove a taxi for 9 years, knowing where the hotel was lying and experienced. The first time Wang Pingzhe found him, he said I didn't need you to make money. Wang Pingzhe was choking, helpless to say: "Well, master, let's wait and see." "After a while, Che Shijun told Wang Pingzhe, I still don't like to tick a taxi, but I bought a smartphone." May 2013, the third time he met, he asked Wang Pingzhe to help him install a tick-tock taxi. At first, Che Shijun worried about the flow, only a few minutes a day software, only one or two a day. By September, he found the trick, the number of orders to increase rapidly, on average, more than 20 orders a day, is tick-tock taxi fever-level users. Che Shijun and I were chatting when he was challenging tick-tock taxi orders seamless docking, 0 empty rate record. He went out at 7 every day, 7 o'clock overcharging, a day to work 12 hours, the original gross income of four hundred or five hundred yuan a day, now a day of more than 800 yuan, after deducting various fees, monthly income of 8000 yuan. Now he speaks at home is also thick: "Before earning money, again good daughter-in-law also can't make good rice, now life is good, eat nutrition, car parts is not good, hurriedly Tim, the home is short of what, hurriedly buy." ”

"My income is high, mental outlook is good, do not eat garlic every day, the car also make neat, each passenger give me full mark is my dream." "Recently, a passenger in the east side of the village called a car, and even called 5 times, no one to take orders." Che Shijun, 10 kilometers from the passenger, took the job and let the passengers wait for him for 15 minutes. Because the road is unobstructed, he arrives in 10 minutes: "I want to let a person know tick is sharp, no matter at the ends of the Earth, can receive him." ”

Many drivers are accustomed to living in hotels and neighborhoods, lying on their knees for one hours without a job and inefficient. Passengers cannot reach the car, the driver is not alive, "the passengers are deaf, the driver is blind, tick-tock taxi to two disabled people to cure." "Che Shijun said.

Based on mobile internet technology, taxi software is changing decades of the same way taxis operate. In late August 2012, Zhang joined the tick-tock taxi, and the team that developed the software by outsourcing finally had people who knew the technology. Also born in 1983, Zhang, April 2012 left Baidu business, and soon failed, in the search for new opportunities, by a friend introduction and Cheng Wei acquaintance. Zhang says his judgment on the project is based on four: first, large crowds; second, the frequency of use is high enough; third, it is just needed; four, there is the scene of Word-of-mouth spread. If a project meets two to three conditions, the likelihood of success is large, the taxi software is four conditions are met.

Zhang think Cheng Wei is passionate, have a dream person, and he like to give up a lot of things from the big Company out, is to do one thing. "We are in the judgment of many things coincide, feeling met the bosom friend, his background and my background is just complementary, at that point in time, I can meet Cheng Wei, maybe God's arrangement." ”

In August 2012, when he joined Tick-tock, tick-tock software in his eyes, according to percentile to grade, only 10 points. Poor stability, frequent crashes, many security risks, the framework is not enough to support large-scale population use, there are many useless functions. The passenger side, the beginning has the registration landing interface, must fill in the name, the gender and so on a lot of things, the user in this page the attrition rate is 90%. The driver has the ability to clear the cache, Zhang asked the researchers at the time, can you understand this function? Research and Development said, I check the code to see. Zhang again ask, do you think the driver can understand? Research and development answer, can not understand. Zhang continues to ask, what is the use of such functions in software?

Zhang joined the team the first day, began to stay up all night to change the code. Once a week, the iteration lasted for two months, and the product passed in his eyes. I asked Zhang, why did you start to launch the outsourced product? He replied: "In a hurry, there is nothing more important than the rapid introduction of the product." "He took a technical team, spent a year to improve the original outsourcing products, business development too fast, can not stop dedicated to one months to reconstruct the product, we must constantly develop new features to meet user needs." Cheng Wei played an analogy, it is like we dug a very bad foundation, built a dangerous house, in a dangerous building constantly stamped the room, can not stop the scaffolding to play patches, so that dangerous buildings do not collapse. Wait until August 2013, tick a taxi to launch the reconstructed product.

Tick-Tock CEO and running executives from Alibaba, responsible for technology executives from Baidu, Ali Enterprise culture and Baidu's corporate culture, how to tick a taxi collision, fusion? Zhang said: "Ali culture and Baidu culture have some common things in, Frank, simple, the truth, this is the basis of tick-tock culture." ”

Sales-oriented thinking is directly to meet the needs of customers, customers want what I will give, but the user is not necessarily said that he really want. Product-oriented thinking is what the user wants, to analyze what the needs behind the user, from the nature of the demand backward product solutions. Before the driver in the operation of other software, will suddenly jump out of the tick-tock grab a single interface, easy to delay robbery list. There is a driver to increase the confirmation key, more than once the confirmation key is the real robbery list. This is what the user says, but is the product supposed to do that? At that time the product in accordance with the recommendations of the driver did, the voice of the opposition is greater, two times to confirm the key operation trouble, bring security risks. "We made a mistake, the driver's real demand is to solve the problem of the slip, instead of a confirmation key, confirm the key is only one way to solve the problem." This is the difference between sales thinking and product thinking. "The good news is that the company respects your decision-making power and you are the final decider in your field of expertise," Zhang said. ”

Every Friday afternoon, Zhang will spend 300 yuan of money constantly tick-tock taxi, sitting in the passenger seat, observing tick-tock taxi orders broadcast, Rob Single, navigation process, sitting in the office, is not see whether the navigation is the best route. Some drivers like the order interface has more information, older drivers like the word especially big, grab a single button is particularly big, let him see clearly, easy to operate. These are Zhang in the continuous chat process, "If you have enough samples to chat with, you will be able to know how many people you like, the young driver may be more active, more willing to feedback, according to his advice, can hurt the age of the driver, they are silent majority. ”

Zhang said: "If you just passively accept outside information, to make product decision-making is not systematic, you must actively systematically investigate." "Once, he found Rob single delay problem, grab a single interface will become gray fraction seconds, evening back to the company discussion, found that the code logic is not reasonable, leading to experience not fluent." In the chat, he found that many drivers are the most painful is the night overcharging home that trip, which developed a tick-tock taxi car function, automatically according to the driver overcharging position to judge the direction of home, when the driver overcharging recommended with the driver home direction similar to the order. "The Order allocation strategy is our core competency and we've been polishing it." ”

Beijing drivers receive 20 jobs a day, drivers who use taxi software are now earning about 20% of their revenue from taxi software. Reduce fuel consumption, empty rate, this part of the driver can make more than 800 yuan per month income. Wu Rui said: "Drivers are the bottom of the society, lack of love, in the media the right to speak very low, passengers can use Internet tools to make sound." Most drivers work 10 hours a day, one months to earn three thousand or four thousand yuan, endure the city's exhaust emissions, traffic jams, high consumption of the body, also not enough respect. Now at least we let the driver feel that life can be happy and dignified. ”

In the early morning of March 2, I Wangjing and friends farewell, in the roadside with micro-letter embedded tick-tock taxi call car, the first call lasted 3 minutes, the system informed the 220 drivers, no answer. The second call, two minutes later, Master Wang telephone me: "I am in the vicinity of 1 kilometers, can wait two or three minutes?" "Two minutes later, I got into the car, master Wang from April 2013 to use tick-tock taxi, now he comes every day from tick tick orders have five or six single, quick taxi order has three or four orders." Now he has a net profit of more than 200 yuan a day after eating out, 20% more than before, and 2 hours less work time than before. 23 minutes later, I arrived home, the fare is 73 yuan, when I pay by micro-letter, I do not know whether the network signal or other reasons, pay three times have not succeeded, had to use cash, can not enjoy micro-letter payment and tick taxi subsidy. Master Wang said: "You lost 10 yuan, I also lost 10 yuan." ”