How to improve the success rate of starting a business again

March 13, 2013, Tudou founder Wang said he will launch his next venture project to build a Chinese version of Pixar. "Once again" has become one of the hottest Internet search terms in nearly a year, the age of entrepreneurs from more than 20 to 75 years old, the entrepreneurial field from traditional manufacturing to mobile Internet, environmental protection industry, no matter how the entrepreneurial environment changes, entrepreneurs first venture success or not, Many entrepreneurs are not hesitate to invest in the tide of entrepreneurship again.

Zhang Weixian, professor and deputy dean of the strategy, who has been studying private enterprises for many years, believes that the wave of entrepreneurship is mainly formed by four forces:

The first force is the first start-up failure. The average life span of Chinese small and medium-sized enterprises is only 2.5 years, the first business enterprise 5 years survival rate not more than 50%, 10 survival rate not more than 30%. After the failure of the first venture, many founders naturally began to start again, or even a third venture.

The second force is the first successful entrepreneur. The success of entrepreneurial enterprises, so that they have self-confidence, will try to try new opportunities, some entrepreneurs try to operate knowledge to drive capital operations, this kind of entrepreneurship requires more professional knowledge and coordination ability, can do few people.

The third force to do business as a product of entrepreneurs, their business is similar to investment, to a certain extent sold, do a sell one.

The power of the four is the enterprise as a lifetime business to do entrepreneurs, their intention is to put a long-term business, become a century-old shop.

World Manager website survey results show that 65.2% of the people think that the success rate of entrepreneurship is higher than the success rate. 87.31% of people think that a successful experience or a failure lesson for a startup can be applied to starting a business again.

Gather new business opportunities and new consumer needs

Once again, a firm must have two capabilities: discover new market opportunities and effectively capture new business opportunities and focus on new consumer needs.

TSE, president of Bosch Greater China, believes that the ability of the entrepreneur to learn is very important and savvy is particularly critical. Now many industries have some new market opportunities, but where are the new opportunities? How do you understand the opportunities for existence? It depends on the insight and judgment of the entrepreneur.

Wang is clearly aware of the market opportunities, before deciding to leave the potato, the opening of the animation office, to create a Chinese version of Pixar. "The animation industry is developing fast, but the audience has many complaints about the quality of Chinese animated films." When an industry is placed in great hope, users feel that the product has not reached the level of everyone's imagination, there are pain points and opportunities. ”

Founded Tudou, Wang did not have any reference, can do, the future broadband utilization rate will be, how long the popularization process, these problems are particularly confused, special anxiety. Now do animation, he went to the United States, saw a lot of Pixar film companies, studios, saw the total number of people have three hundred or four hundred people, and fully understand the status of Chinese animation film, so the big entrepreneurial direction and mode is clear.

The first time entrepreneurs are not very understanding of consumers, many people do not really judge their products from the fundamental needs of consumers, but by their own judgment that the business model may be successful. However, when starting a business again, he will make the problem more accurate, the likelihood of success will be greater.

Wang Micro will be chasing the target audience of animated movies thirty or forty-year-old people, let big hands pull small hands. He observed the Chinese cartoon market target audience mainly children, small hands pull big hands. But he does not believe that "small hand pull big hand" can succeed. The child is noisy to see this, want a lot of things, but eventually the adults think this thing suitable for him, just take him to see, the producer must give to attract the big people's things.

Zhang Weixian believes that entrepreneurship is the search for market opportunities, that is, when the market supply is insufficient, enterprises to explore potential consumer demand. Enter this market segment, you will encounter funds, channels, technology, implementation and other issues, these difficulties will be the first venture to encounter, the difference is again entrepreneurial people control ability, experience is also rich.

According to the World manager's website, the current service industry, Internet industries, including mobile Internet, manufacturing and environmental protection industry become the four areas that entrepreneurs most want to enter, in these areas to capture market opportunities, entrepreneurs must clearly understand the challenges facing. In the area of mobile Internet, Haitao, chairman of the Deep venture, warns, "Don't trendy in the bubble phase, otherwise the next 3-5 years will be a difficult time to survive." ”

"It's a big challenge for entrepreneurs to get into this sector," he said. Professor Zhang Weixian warns, "Is it a chance or a trap for an entrepreneur to eyes." "Most of the time, the central government has enacted more complete legislation, but local governments, especially those under the county level, are different in their enforcement of these policies and regulations." Only in Shenzhen, Shanghai, Beijing and other economically relatively developed areas, the people's living standard has come to a very high level, the demand for environmental protection really stimulated, the Government also attaches great importance to environmental protection, so that enterprises do environmental protection business can really be welcomed. In the long run, environmental protection industry has a future, but different regions, different stages, environmental protection industry development process is not the same, entrepreneurs must understand the local real situation, timing into.

Independent innovation, solve the problem that once again pioneering enterprise is not long

To be truly profitable, the key is to rely on innovative products and services to meet demand, so that customers really pay for the value they provide.

"In the past, the rapid development of the macro-economy has made Chinese enterprises generally focus on product sales and marketing, to today, many enterprises are still in the imitation stage of innovation, the cottage has prevailed for a while, but by imitating the growth of enterprises, only a small part of the fore, eventually grow up." As a bitter experience, Chinese enterprises realize that the key to growth is continuous and independent innovation. "The global senior partner of the former Bo company, who has conducted in-depth research on hundreds of innovative enterprises in China and abroad, TSE, chairman of the Greater China region, suggested that" entrepreneurs undertaking again, must grasp the psychology of customers and consumers, continuous innovation, the formation of customer stickiness of products, for the enterprise's continued profitability lay a good foundation. " ”

We often hear this question, small and medium enterprises start-up period, lack of funds, lack of personnel, how can we achieve continuous innovation? Look at the two-time entrepreneurial experience of star Technology general manager Li June's approach:

From passive development to active development. 2002, after experience in the United States and Hong Kong and other companies after the experience of Li June, back to Shenzhen, founded star Technology, focus on the mainframe business, when the domestic manufacturers only have simple processing and assembly capacity, and star technology has been in Taiwan to develop motherboards, in the mainland to assemble and product quality control capabilities, Soon won orders from South Korea's telecoms and modern electronics. "Semi-research, semi-processing, customer order-oriented, we mainly do passive development, this process we have accumulated experience and engineers, but the processing of small profits, to the volume of success is not conducive to long-term development of the company." "Li June Analysis said," 2005, I venture again founder Winster Company, will research and development in the company's first position, in a TV card, card reader products to earn profits, I put the main focus on new products, new technology research and development, Winster has its own patent sequence, access to hundreds of certification , thus winning the trust of customers. ”

Invest heavily in research and development, build their own innovation system. Li June spends much more than his peers on research and development every year, and he puts forward the idea of "adhering to independent innovation", in the field of wireless applications, from product appearance, process upgrading to product core software has a series of layouts. For example, self-built mold factory, control process and quality, from foreign high salary to hire product designers, structural designers and domestic application development engineers to form a strong development team, leading the peer development of their own "cloud platform." Because the company has a long-term ability to innovate, Li June in the face of plagiarism, Shanzhai products are more leisurely. "A lot of companies copied our products, he kept up with a, not follow, I have three or four models for each product, he plagiarized one of them, it is impossible to copy the entire series, no research and development support, competitors always behind us." ”

Carry out multi-channel promotion, realize product value return. Choose the right channel, direct and consumer interaction, the value of innovative products can be recognized by consumers. "In the past we worked with domestic channels and they always wanted us to keep prices down, regardless of product value." And with the United States Amazon cooperation, consumers directly choose our latest products, give product performance and product pricing recognition, to achieve the value of innovative products return. A 2.0 HUB The price we have on Amazon is the most expensive of its kind, but sales are hot, our profits are 4 dollars, and the competitor's profits are 1 to 2 cents in the same period. To 3.0HUB, our advantages continue to be maintained, because with the guarantee of profit, we will do more extension in the function and appearance development of this series of products. ”

Start with three strokes and improve the success rate of starting a business again

"There are many reasons for the failure of entrepreneurship. To improve the success rate of entrepreneurship, I think we should pay attention to three problems. Zhang Weixian said, "First, must pay attention to cash flow, as long as the cash flow, the enterprise will not fail, can survive and have the opportunity to change." Second, entrepreneurship is a team work, not a person's work. The entrepreneur must play each team member's enthusiasm, listens to everybody's suggestion. Many entrepreneurs think that the enterprise is my creation, so arrogate, it is easy to make mistakes. Starting from the beginning, the entrepreneur should consider the incentive mechanism of the team and the way to enjoy the share, and motivate the team members to contribute wisdom and energy. Third, to focus on entrepreneurship, focus on a market or a field, can not be like bear snapping corn, see a break one, break one lost. There are many opportunities in the market, but some entrepreneurs see too many opportunities, mind too much, the main business has not done well, and want to catch other opportunities, the result is two are not good. ”

On the financing issue, experts suggest that once again entrepreneurs should build good personal credit and accumulate network resources, entrepreneurs because there is no collateral can not obtain funds from the bank, but by virtue of their own technology, professional advantages and alumni resources, social resources, can still attract like-minded venture capital companies to enter.

World Manager survey shows that once again entrepreneurs need to overcome the challenge, the first is to form an efficient, united and enterprising entrepreneurial team. Besides the complementarity of team members ' skills, the equity mechanism and decision-making mechanism are very important. For example, MA invited four partners to start Q Q, by his main start-up funds, some people want to add money, take up a larger stake, Ma Teng does not agree, "individual capacity should be matched with shares, or take large shares of the officer, the director of the shares and less, contradictions will occur." "He also voluntarily reduced the share of the shares to 47.5%, to the other partners combined more than him, do not form a monopoly, authoritarian situation." According to their respective capabilities, four of the entrepreneurial partners in charge of different departments, to play their respective capacities, decision-making can be final.

The survey of the World Manager website once again shows that innovation and the courage to take social responsibility, and actively participate in all kinds of public welfare undertakings, and win the social respect to become the new era of entrepreneurial spirit label. "If the entrepreneurial spirit of the first 30 years derives more from the desire to improve one's life and circumstances, then the entrepreneurial spirit of the future should return to its essence, a dynamic innovation that challenges the status quo, an independent, heartfelt challenge to the self." "The appeal made by Zhang Zhikou, vice president of Guanghua School of Management, Peking University, should be the entrepreneurial spirit pursued by entrepreneurs again."

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