How to do the marketing planning of small business enterprises?

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As China's economic system reforms into the deep waters, a series of reforms have cheered entrepreneurs. However, happy, many entrepreneurs or new entrepreneurial enterprises, pioneers have called marketing planning expert Ninlijun, proposed, how to achieve entrepreneurial or pioneering "small business" rapid growth? In fact, over the years, Beijing June century marketing planning agency has been concerned about China's entrepreneurial "small Business", after years of concern, Research and marketing planning practice, marketing planning expert Ninlijun that entrepreneurial enterprises are called "Small Business", is mainly the smaller size of its enterprises, but does not mean that enterprises into the market is small market, entrepreneurial "small business" planning good also will have a big act.

Classic Case Scan

Here, I would like to share with the reader a small business that we have personally participated in to make big scenes of the classic case.

A group in Hubei is a private enterprise engaged in garment processing, because in the garment processing field from domestic and foreign and policy constraints, the development of enterprises has been stalled, so the enterprise decided to enter the emerging industries, the boss simply think, fast food industry is a good choice, because of China's large population, as long as can produce good food , enterprises can survive and grow. After making this decision, a friend introduced, in Hubei Jingzhou has a hundreds of acres of fish ponds, the owner of the lower prices to buy the fish ponds. At the time, they are under pressure from various aspects, the company's internal executives think that fish farming is only a small business, how to achieve the rapid development of enterprise groups strategic objectives? There are also voices from the government saying that the local government in Jingzhou fooled the boss, the fish pond is not of any value, and in the case of the wild fish ponds in Hubei province, Buying this fish pond is tantamount to increasing the burden on the business.

The acquisition of a "small business" is considered a one-sided opposition, but the boss believes that once the fish pond as the center of the operation, it is likely to create huge profits. Therefore, the marketing planning experts based Enterprise Consulting team began to do the top level design of the fish Pond Project. In Hubei Province, if the common breed of fish, almost all in a micro-profitability, then how to let this fish pond can raise the value of the fishes? Through a number of rounds of communication with the fish-farming experts, it was later decided to breed a German-imported fish and carry out eco-scientific aquaculture. Fish selling fish is clearly not the boss's original intention, how to make the fish raised than directly to the table to increase the value of it? The industrialized processing of fresh fish, the project began to plan the construction of Industrial park. At this time, was still laughing at the boss has no vision of the local government departments to the spirit, if this can build a modern fish processing enterprises, is tantamount to the whole Jingzhou fish farming industry played a strong heart needle. The local government in the land approval allocation aspect almost free, the bank gives the enterprise the interest interest interest loan, thus, the fish processing project is only the planning stage, the construction industrial park land and the fund already in place, only then can wait for ground breaking.

After the construction of Industrial park, there are related food enterprises stationed in the surrounding area, make this piece of fish culture land in the suburbs of the city rapidly rising, than the original land price rose more than 10 times times, you can say, do not say that the future of profit, is nothing to move, the original no one optimistic about the "small business" on the rapid geometric progression in appreciation. Later, after the completion of the project, Hubei and even the country's most famous freshwater fish aquaculture processing base, "small business" finally made a big scene. Lenovo held a 20-dollar stake in the sale of the project, but was rejected.

This case tells the entrepreneur that deep market insights coupled with savvy corporate top-level design are important to the growth of an entrepreneurial project!

To cite another example, it is the author also in a company to do specific marketing work, found that many companies have to post posters or posters in the form of marketing communications, every day I lead the marketing team to devote time to post, because if you do not act today, other companies will take the opportunity to cover your poster , a lot of telegraph poles covered with a thick layer of posters, you put it up to others to paste up. Therefore, the author produced an idea, if set up a special poster team, with each company, not only can reduce the labor of their marketing teams, can also reduce this malicious posting. As a result, the author has created a wall distribution marketing agencies, the slogan is, "Put a piece is a piece, no coverage!" At that time, if I let the company pay my team to help them put up posters, will certainly not get the business, I went a step further, smoothed their pain, no coverage. That is to say, whether big business or small business, we must fully explore the pain point of farmers, and then help them to solve this pain point, this is the core needs of customers. Later, we help enterprises to do the terminal vivid, the same strategy to help enterprises to do integrated marketing communications, we also take a step forward, until now to do marketing planning company, we also go forward one step.

Strategic thinking of entrepreneurial "small Business"

As the whole market environment tends to encourage entrepreneurship, with the rapid development of the Internet to provide a new platform for entrepreneurship, as the overall employment environment is becoming more and more depressed, many young people choose to start a business, many enterprises or even groups choose to venture in new areas, entrepreneurship has become the whole Chinese economic and social new theme How do entrepreneurs or successful start-ups in new areas seek breakthroughs in "small businesses" in the entrepreneurial field they choose? "Small Business" strategic thinking is the key to the future success of the big scene, entrepreneurs must not be small business, but to "small business" bigger.

Many entrepreneurs think it is "small business", ignore the quality, service, experience, brand and other aspects of the "big", the result can only stay in the "small Business" level, although after a long period of development, still can not accumulate enough "big" resources, is obviously a lack of strategic thinking entrepreneurial, earning a little money is its biggest income, Once faced with competition, it may also face the possibility of failure to start a business.

A resource-oriented enterprise is ready to do business transformation, and then try to enter the fast-food industry, the early acquisition of a two production lines of micro-enterprises to try, and understandable. However, in the process of operating the food business in particular, still holding a "small business" mentality and thinking to operate, not only in the quality can not maintain stability and upgrade, but also in the brand building and marketing system to build a complete concept of sales, selling a box is a box of attitude, so that dealers like the merry-go change Non-stop, Marketing team is also free to put together, the whole enterprise operation trouble, or the quality problems, or the return of goods, or the problem of loss of personnel, or production quality accidents, a seemingly small small business does not bring any small gains, but caused a lot of trouble. This is the lack of strategic thinking, but ignores the standardization of business operations thinking results.

Entrepreneurial "Small business" to carry out stronger

In fact, from the understanding of SMEs, I think that many things in the entrepreneurial small and medium-sized enterprises in the problem is usually different, such as the implementation of the problem, in the entrepreneurial SMEs will have a more serious problem, that is, do not know the implementation of the standard, so often there will be implementation of the situation is not in place.

Therefore, the author often advised entrepreneurial SMEs to often go out, from the market, peer enterprises and industry experts to learn and understand the trend of industry development, although for "small business" to meet the "big standard." Enterprises only plan a set of high requirements of the operating standard system, enterprises in the implementation of the process, will be clearly implemented to what extent to be counted in place.

The author to some small and medium-sized entrepreneurial enterprises to guide, there are business owners said: "Ren always, you see, we have anything in the enterprise." "It's true, and in marketing, for example, everything has, but the effect is very different." There is marketing back office, the data recorded is neither accurate nor professional, not to mention that there is a phased data analysis and evaluation; There are marketing materials, but no matter in the creative planning of marketing materials or materials on the material there is a huge gap; others include product packaging, branding element construction, marketing management system, There are serious deficiencies in the information management system. Seemingly enterprise Spadger but spite, but according to the author to see this five not a complete, are defective, how will achieve the expected goal?

In this regard, Beijing June century marketing planning agency chief expert Ninlijun, often with entrepreneurial SME home, although entrepreneurial SMEs can not afford to hire marketing planning agencies, but need to hire some experts as consultants, they can take time to help entrepreneurial SMEs guidance maze, will make enterprises in the start-up period less to take a lot of detours.

The tight market segment of entrepreneurial "Small Business"

For entrepreneurial SMEs, the rapid response to the market is the basis for their survival and development, many large and medium-sized enterprises look down on small opportunities may be fleeting, therefore, the requirements of these enterprises must have a high degree of business acumen, seize the opportunity to make a small profit, and quickly do the primitive accumulation, Or the future expansion of the operation to provide early risk protection.

China has a huge number of large market segments can not be met, this part of the market is often large and medium-sized enterprises do not see or have personalized consumer demand, at this time, those start-up SMEs can carefully study and insight into this part of consumer demand, the development of detailed marketing plans to meet this part of the consumer demand. Many of the start-up type of small and medium-sized enterprises is seemingly in the gap between survival, but thus opened up a new world.

Innovation of entrepreneurial "small business" model

Many entrepreneurial SMEs are often successful through the mode of innovation. Speaking of mode innovation, marketing planning expert Ninlijun that entrepreneurial SMEs can obtain model innovation, mainly because of its ideas and thinking of innovation, coupled with a strong executive power.

Over the past year, the unusually hot Huang Taigi is due to its model innovation, some people call Internet companies, because the core of its operations from the Internet; some people call it catering business because its main business is food and beverage. The author of Huang Taigi for a year-long attention, found that its core competitiveness from its operating mode of innovation, that is, the so-called internet thinking under the CTB model, so that the "small business" to become the focus of public bosses. If from the enterprise operation mode to discuss, the author thinks, its pattern may use the CTBTC closed-loop pattern to describe, this pattern guaranteed its marketing dissemination and the push delivery validity, causes the marketing communication cost to descend greatly, causes the marketing dissemination efficiency to raise enormously.

If the traditional innovative thinking to consider the problem, Huang Taigi just Beijing subway around the elder Sisters of the Pancake stall moved to the shop, its product quality has improved, but did not improve to how high quality degree. The key of its success is to innovate the operation mode of the enterprise by using Internet thinking, this innovation makes its customers not only rely on the flow of stores, but through the Internet to gather customers, and then take this part of the customers to the offline shop for consumption, or through the form of take-away to meet consumer demand. This innovative model not only guarantees enough water, but also make the cost of store rent down a lot, in the past need in the gold area of the Gold Shop open shop, now only need the gold area of two or three flow shop can be opened.

Expert interpretation

Encouraging the development of entrepreneurial enterprises has become the mainstream of policy in the coming period. "Ninlijun, chief expert of the Beijing June century marketing planning agency, said:" But entrepreneurship is not a consumer venture capital, it needs through more entrepreneurial small and medium-sized enterprises to enrich China's economic structure, it in the future of China's economic structure occupies a pivotal position, which requires entrepreneurial enterprises to "small business" good, Do strong, bigger, this requires the wisdom of entrepreneurs, but also the whole community to provide entrepreneurs a good environment for survival and growth. Many of the economic pillars of innovative countries even from entrepreneurial enterprises, believe that the Chinese economy through the incubation of entrepreneurial SMEs, will also be able to achieve a new entrepreneurial and innovative unique landscape. The