Huang Liang: Website Business must prevent the strategic deformation

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At the beginning of the website, most of us will have a certain survey, the site also has a good positioning, the product also has a general direction. But in the process of practice, because everyone has a different understanding of the same things, more importantly, to achieve the goals of the priorities have a greater difference of opinion.

At the same time, different functional departments of the understanding of the objectives will also have differences, such as products, markets, operations, technology and other functional departments for the purpose of the goal, the way to achieve goals and the sequence will have a distinct understanding. At this time, it is questionable whether the actions of different departments are synergistic to achieve common goals. Perhaps, a certain function department spends a lot of budget, but not necessarily to achieve the goal to have the benefit, with other departments also does not necessarily have the good coordination.

In reality, we see many companies are very busy, many people are very busy, on the surface of people moved, feel that the work is responsible for serious, good attitude, is commendable, but in fact, the most important work is the results of the work, the results of the work to achieve the company's objectives to help.

Here, do not appreciate that kind of work is very diligent way, because many times, many of the work due to the wrong direction, or direction, although the right, but the various departments do not form a force, resulting in the effectiveness of the work is not high, this is also a problem. The crux of the matter is not whether you work overtime, from the human physiological point of view, perhaps the real efficiency of the working hours 8 hours a day is completely enough, too much time, often lead to a decline in productivity, while not good for the body, not sustainable, not the solution to the problem.

Not only are web startups, all other types of startups, or all companies facing the same problem, but how to ensure the stability of the strategic direction? How to achieve the efficiency of work through collaboration among various departments?

So, how to prevent the strategic deformation in practice, how to achieve the efficiency of work?

There are a number of factors, we must have a clear positioning and goal of a strong leader, according to set goals clear requirements, to promote the overall team forward. In reality, leaders with both strong executive impetus and good strategic outlook are rare. That's why successful companies, big companies, are so few.

But if in the actual work process, the entrepreneurial decision maker can adopt certain process to make the decision, always check and follow up on the actual actions of each department, or be able to maximize the stability of the strategic direction, at this time, the most important is the decision-making habit, do not take the head to make decisions (this is particularly true for entrepreneurial leaders), If this forms a convention, it slowly forms a culture, and as policymakers face more and more information, it can easily lead to deviations from actual work and strategic objectives. Because often many times, from subordinates or from friends, from other sources of information, as well as personal experience, personal preferences, will be the impact of strategic goals, because a lot of seemingly favorable things, may be detrimental to achieve the overall goal. What about this time?

Need to look at the whole site from a systematic perspective, the whole company, the entire cause, and do a unified planning of each department, the planning of each department should be coordinated, rather than each have their own focus, in a certain period, each department has only one focus. At the same time, it is best to communicate these things over and over, and eventually form a document, review, check, and ensure that all departments do not deviate from the direction of work.

This is especially important for web startups, because startups tend to have less budget, more valuable time, and a loss of direction and inefficiency. Therefore, the leader of the start-up company is the most important thing is to filter all kinds of information, to determine whether the things to do to ensure the stability of the strategic direction, whether it can bring high efficiency.

First of all, for the site to start a business, there is a positioning, but the core is not positioned, the core is how to achieve the value of users, that is, for users, for customers, what is the use?

So the first step is to determine: what is the value of the user? If you have a prototype product, all the products thoroughly analyzed, do not adhere to the specific details, is to ask a fundamental question: this product in the end to solve the user what needs? This demand is not the user must, if so, why come here, rather than go to other sites to achieve this demand?

The second is the income model, as long as the commercial web site, ultimately, or to return to income, otherwise there is no sustainable development, then, in order to meet the user's value on the basis of products, but also to ask: What revenue models can be generated? How big is the market for these revenues? If this is not a predictable income model, or a small market. Then, you need to redefine the product, define the site, is to do a public welfare site or a profit site. If it is a profit site, then, you can end in advance, in a different direction.

Finally, there is a limit to their own ability, funds and other conditions, there are many things, useful to customers, but the current conditions is not able to develop it? For example, everyone knows the search engine is good, but does it have the condition to make it?

In order to ensure the stability of the strategy, the key is to ensure the consistency of the objectives of various departments, from the perspective of the overall system to determine the actions and actions of various functional departments. Each functional department should answer the same question: what is the impact of what is currently done, two years later? If you can only do one thing, then should do that thing? Once you find out what you must do, coordinate the specific work of each functional department to ensure that each department is working for the same purpose.