How to transform Enterprises quickly

In response to the change in the U.S. investment market over the past 2012 years, Jeff Fagnan, partner of the famous early Investment organization Atlas Venture, said in an interview with TechCrunch that:

"We see a strange phenomenon: Angels are investing in swing patches between 2 (to) B and 2C two types of startups." I don't know if startups themselves realize they're turning 2B from 2C, but the line between the two is really starting to blur. 2-C startups still get their investment, but it's clear that a significant portion of investor investment is being transferred to the 2B side. ”

2 b The expansion of corporate investment halo is clearly not limited to the United States, the West coast of the Pacific is the same, as in "entrepreneur" magazine President New Wengwen: These years, China has emerged a large number of small and medium-sized enterprises, they want to kill in the 2C market, need PR, need brand, need management consulting, need training ... As a result, the market to meet the needs of soft services for small and medium-sized enterprises appeared.

IDG Investment Vice President Newqui is also in the domestic 2B investment "sing More": "The Development of Chinese enterprise software is facing piracy problem, but now has begun to piracy opportunities, the past enterprises on the" service "is not recognized, is taking place slowly changes, in addition to the rising labor costs in China, It is forcing extensive growth to begin with fine management. ”

Anyhow, the spring of the 2-B enterprise came.

2 B Enterprise Why long no One love?

Group purchase came, and went, the electric business came, also quiet, why did not hear 2 B corporate voice, at least in the capital market.

"2 B Enterprises in the face of VC is not so ' sexy '," a pseudonym on Weibo "Hee-mi" senior investors spoke. After all, VC is a market-oriented product, and the market with natural benefits, but if the single from the benefit of a dimension to judge, 2 B Enterprise is obviously satisfied with the conditions, the 2B company in front of VC pain point again where?

"Hee-mi" points out the four points.

First of all, 2B Company's growth is slow, lack of outbreak point. The growth of 2B companies is usually determined by the emergence of huge orders, therefore, the curve is step-type, and the corresponding 2C is easy to find business model and user growth near the point, as long as the "threshold" whether the revenue or users will be a collection of outbreaks, so that in a certain period occupy a larger market share, Im so, group buy so, the recent red-hot of the taxi application same. and VC Most appreciate that there is an outbreak of the project, the 2B growth curve to VC brings the feeling is not particularly excited.

Secondly, the market is poor, the relationship to take the list. Although the "relationship" for TOB companies can form the industrial threshold and corporate moat, but in fact, "relationship" is usually a double-edged sword, the disadvantage is that "relationship" will form an industry phenomenon. For example, the operator, it is difficult to have a start-up company for three operators at the same time, usually to win the China Mobile will mean that telecom, Unicom shut out. At the same time the key character of the "relationship" node work transfer also becomes the pain of 2B.

Third, it is difficult for investors to assess the potential market for 2 B enterprises. Because the project of the Tob Enterprise is "the", it is difficult to provide value-added services such as QQ show, so the dominant market potential scale has become the only consideration standard, but due to the extreme asymmetry of enterprise market information, resulting in the domestic TOB enterprises listed companies in the emerging industry frame of reference is very inadequate.

Finally, the exit cycle is too long. "If the target is an IPO, the eventual acquisition is an acceptable outcome, and if the initial position is the cash in the bat pocket, the future will not even have the opportunity to be acquired," he said. "Hee-mi" talks about VC exit in the IPO and mergers and acquisitions logic. As the domestic VC is usually the 7+2 mode (ie 7 years of investment and 2 years of exit), but 2 b companies are in 10 years to see the opportunity to explode, which is obviously VC can't wait.

What kind of 2 B Enterprise is easy to succeed?

Although compared to 2C enterprises, 2 B enterprises have all kinds of low posture, but it is undeniable that in the capital market, the scale of 2 B enterprises do not fall downwind, but because of their own "defects", the formation of a stable revenue growth, or even the development of the reverse cycle, in the portfolio of VC formed a unique scenic line.

"There should be three types of companies in the world's top 500, 2B, 2 C, 2b+2c, and the number of these companies is comparable." 2B companies like Google, Accenture, these companies are doing very large, there are internet-based, there are traditional-oriented consulting services companies. So from this point of view, Enterprise Services 2B Company can do a lot. "Fortune partner Fu Zhonghong in the entrepreneurial media April 25-26th, held the Black Horse competition in Beijing," said.

In the 2B industry investment, fortune a lot of achievements, for example, I was a dark horse has reported that the wisdom of the study is one of them, and access to the rapid construction of China has grown up with Chinese characteristics of the 2B industry leader, if the earlier blue cursor PR company is also a representative.

For 2B Enterprise Investment, Fortune has its own judgment logic, what kind of 2 B enterprises can attract VC investment, and then achieve success? Fu Zhonghong explained:

First of all, 2B needs to be more professional than 2C companies, and more focused, which is certainly essential. Because 2B enterprises to see the real problems of enterprises, the understanding of the industry is very important, to be able to find the best solution, the enterprise must be very welcome, if it is flashy, or entirely government-driven business, the company will be very laborious to do.

Second, do 2B words to have the appropriate "flicker" ability. Of course this is not a derogatory word, it is neutral, because many very important customers to the boss to come forward, then the ability to impress customers is particularly prominent. In contrast, 2C enterprises in the face of a consumer, the company's brand and entrepreneur's personal image display is particularly prominent, after all, they are consumers can not touch.

When it comes to "trick" ability, the blue cursor can be regarded as a typical, such as the Blue Label 2011 Annual Report shows that the company's top five customers in turn are Lenovo, Tencent, Canon, Toyota, Crown Tour, contribution income is 190 million, 95.99 million, 68.59 million, 50.01 million, 35.68 million, respectively, Accounted for 35.11% of total revenue. Among them, although each customer at the executive level has a senior director led, but in fact, the final major customers in the annual implementation will be directly implemented to a CXO head, and final communication finalized.

Third, is to achieve as soon as possible to form a successful case. In the 2B field, the case is the entry threshold, no case can never be done, no case of the enterprise companies are afraid to use, and even the door to the bid can not go. Therefore, many 2 B enterprises in the industry "first list" usually choose Low-cost or 0 cost implementation.

Finally, the large-scale replication model is the biggest problem that enterprises need to think about. 2 B Enterprises to be bigger must be able to replicate, but also low-cost, fast replication. 2 B is hard to replicate, but many Chinese entrepreneurs need to be aware of the entrepreneurs who make 2B business by using new technology and standardizing things that can be standardized.

In addition, in "Hee-chi-meter" appears, facing the advent of the data age, with the 2B for customer service increase, the user's many core data will be in its product operation, at this time the use of customer data is also the focus of VC concerns, if the more privileged use of customer data, Due to the increase in data can make enterprises more understanding of the industry, can analyze the customer's sore spot, and the formation of Halo effect, become the authority of the industry. Of course, in the credit system is not mature domestic, the use of user data is in a "gray zone."

2 b where is the opportunity of the enterprise?

It can be seen that in the past 30 years, domestic enterprises in the barbaric growth, many enterprises are in the founder's ecology, the company mechanism or business model caused by the management of chaos is inevitable. The enterprise also gradually began to pay attention to the company's structural efficiency prior to operational efficiency, while resource allocation takes precedence over operational management. As a result, production and operation of the security is becoming the enterprise's urgency, industry and systematic upgrading to become the most urgent need.

And at this time to 2 B enterprise opportunities will be increased geometric base, such as the market planning company Blue Cursor, investigation company HC Research, strategic consulting company Shengjing Network, channel Construction company Access Express are in each subdivision node stand out.

Enterprises have the life cycle of enterprises, and industry can also be vertical structure. In this respect, Fu Zhonghong is good at the opportunity of the Enterprise matrix: "How to divide the direction of enterprise services, very difficult, there are a few latitude, one is the life cycle, the other is the flow of people, information flow, capital flow, logistics, by these several latitudes constitute a matrix, in this face produced a lot of opportunities. Very simple, this enterprise was just born to do registration services, some for the company to provide office space, such as Beijing Coffee bar, a lot of entrepreneurial location of the way, enterprises were born when there are many institutions to do services. ”

In addition, on the mobile internet, 2B applications also hungry, and the original Tencent vice president, "tide of the summit," Dr. Wu said: "So far the mobile internet has a very small impact on the enterprise IT market, the revenue contribution to this part of the market is negligible." Historically, the replacement of old industries by new industries often requires the lives of the industries that have the most influence and the highest share of GDP. The corresponding is the rise of the Chinese Yammer, where the mobile office to enjoy technology after the establishment of the smooth to get the IDG 20 million RMB financing.

It is also noteworthy that, as the economic report of 21st century has said, enterprise-class products, like personal products, may eventually evolve into "platform" and "Application" patterns. Platform refers to such as foreign Google and Microsoft, domestic Tencent and other companies to provide platform services. On the one hand, enterprise customers ' security and reliability of service are more important than individual customers to promote the formation of platform, where the reliability and security include both the subjective desire of service provider for long service and the support of funds. On the other hand, enterprise-class applications and personal applications, as well as personalized needs, but many platforms can not provide these personalized requirements of the service-perhaps this is the 2 B enterprise after the next challenge to finance.