Roshu: How to do the operation well

Author: Roshu

The so-called operation, in fact, with the operation is a means to do a good job from beginning to end. In the project, perhaps this person is a project manager, in the enterprise, perhaps this person is the CEO. I have a personal opinion on how to do a good business operation.

Enterprise operation is an integrated management of things, is a direction and the framework of the work, of course, the details of the grasp is also necessary, after all, the framework is composed of details. In ancient times, the operator is the chief strategist, the military strategist to develop a strategy, layout tactics and arrangements generals. People who have seen historical dramas are familiar with a similar scene: Zhuge Liang observes the map, Circle Point, and then sit on the stage with a Feather fan swing, from the pen to take out a few tokens thrown in the table and drink to "Zhang Fei listen to, tonight shift, from the left to attack Cao Camp" "Su listen to the order, tonight, two more hours, You rate the armed forces directly to take Lubza camp, disruptive some immediate retreat, not fighting, otherwise to violate military orders punishment, "all the soldiers listen to the order, the current, the fodder then, not wrong ...". That's right, it's operation! Strategy, Global, direction, framework, these words can be used to describe the positioning of operations. After understanding the meaning of operation, let's look at how to do the operation, business operations need to consider those aspects of things?

1. Capital Chain

Capital is the most important part of the operation to consider, how much money to start a project, how much money can be used, funds cannot support operations planning, whether to consider financing? How to turn these funds into snowballs through their own operations, and to bring maximum benefits to investors, is the core function of the operation. Therefore, operators have to consider including the project investment amount, the fund return time and the turnover cycle, operating expenses (fixed capital and circulating capital)

2, Product

What do you want to sell? What is the market capacity of this product?

This is a product line planning and market forecasting, research and development or introduction of a product, the operator should first consider the future of the product and the overall market can produce roughly how much sales, and then consider what kind of products for consumers. I give a very simple example: a business is the production of chopsticks, we learned that China's use of chopsticks in the way there are about 2 kinds: One is repeated use, one is one-time use. The average unit price for the reused chopsticks is 10 yuan, the average market price of disposable chopsticks is 0.2 yuan/root. With 1.2 billion of the population using chopsticks, the average person consumes disposable chopsticks 2 times a year, and the average person consumes 5 pairs of disposable chopsticks per year, so how to plan the product line and forecast its market capacity? By assuming, we can have roughly One Direction: product line level, we can produce two types of chopsticks, that is, to meet the re-use of chopsticks and disposable chopsticks, if the market is more subdivided, we can consider the re-use of chopsticks subdivided into high-grade ivory chopsticks, mid-range silver chopsticks, low-grade bamboo chopsticks, Plastic chopsticks and so on. Disposable chopsticks can be subdivided into packaged chopsticks and separately packaged chopsticks for sale. In doing market forecasts, we can calculate: * Estimated number of users * Replacement number * year = Annual Product market capacity size, according to this publicity, we can calculate the total consumption market capacity of chopsticks should be 10 yuan/root * 1.2 billion people * 2 times/year *1 + 0.2 yuan/root * 1.2 billion population * 5 times/year * 1 years = 24 billion + 240 million = 24.24 billion yuan market capacity.

3. Who is the target consumer?

The target consumer is the consumer of the product, which may be divided into 2 types, one for the sales unit and one for the direct consumption unit. Sales unit refers to the sale of products to the platform, the general sense will refer to the channel business. The direct consumption unit refers to the final consumer of the product. The final consumer of the product can be divided into 2 types, one for organizational purchase and one for individual consumption. Organizational purchases can be considered as group buying, such as government units, engineering projects or spontaneous group buying organizations. Clear the target consumers to better marketing.

4, product packaging, product pricing system

Product packaging contains 2 parts, the appearance of packaging and internal packaging, packaging refers to the traditional physical packaging, belonging to the Product VI System category. Internal packaging is only the advantage of the product selling point refinement, product function and value description, product positioning and advertising language packaging.

The product pricing system is set up according to target consumers, competitors, costs and market positioning. Target consumers are different, set the price system is not the same, this performance in the channel and end customer price difference. Competitor and market positioning is the reference standard of price competition strategy, and the cost is the angle of profit.

In general, the positioning of high-end products through the brand guidance, will be implemented at high prices to maximize the promotion of profit, through the channel sales, the channel will be divided into sales profits, through the flat operation, the price advantage played out.

5. Channel

When you have a product, sell it by what means. The channel here can refer to the information transmission channel, also can refer to the product sale channel. After having such a product, how do you let the target people know? Is it spread through advertising? Or through the shop? (E-commerce, telemarketing, door-to-door sales, television direct sales) or through the establishment of proprietary shops, or through the agent or distribution mode?

From the model said that a product to achieve maximum profit, there are several key factors:

A, the single product cost and the market price between the profit space;

B, the amount of sales per unit of time, that is, sales scale;

C, the number of channels.

Therefore, in order to enhance the overall profit, we need to consider the choice of channels, stimulate consumption and manage channels from these three aspects.

6, Management

Management is a supporting system of operation, namely the process system composed of people and structure. As an operator, he needs to consider the following aspects to support the overall operational objectives.

A, structural management, that is, the establishment of organizational structure, an enterprise to operate, the first need to have an organizational structure, these structures under the members of the respective driving what kind of functions, these members are gears, interlocking, complementary. When talking about the structure of the Organization, I suggest that we first list the responsibilities and then divide the posts according to the responsibilities, only in this way can we make effective use of human resources, not bloated and repetitive construction.

B, Marketing Management (product/channel/price/promotion/Sales task/competitive strategy/Customer data/training/performance system establishment and management);

C, Relationship Management (external relationship Management/internal relationship management)

7, after sale

Products sold after the provision of what kind of services, such as product use instructions, return support and so on.

Basically follow such a process: take money to do a product out, and then in some way to sell the product, and manage these links, the final calculation of the time of cost recovery. This phrase concentrates the essence of doing industry, is the basic mode of most commercial operation at present.

Therefore, I personally think that as long as thinking about these aspects of content, and do a good job of these pieces of content, it is basically a good operation.