The best thing to see is Mr Yu! The pioneering pit of North drift in the 82

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"Pit Master Profile"

Editor's note: Zhang Jie, 82, Phoenix North drift it cock silk male, 05 second-tier city three-stream University engineering graduate. Because I can't stand the working environment of the factory, I choose to do it. In the second half of 08 into primary and secondary school tutoring industry, 80,000 yuan to open a one-to-one counseling institutions, 09 turnover to tens of millions. So ... So, very simple, the expansion of Bai! 2010 began to talk about financing, 2011 to get tens other funds began to expand wildly. A year's money burns the company off. After the retreat adjustment for one year, now two start-up start stage.

"Pit Master Dictation"

My first venture to do is K12, plainly we have been exposed to primary and secondary school tutoring, extracurricular classes. The needs of this industry are quite clear: points and studies. At present two kinds of mainstream coaching mode: class, one-on-one. The first time the pit owners do business is one-on-one, this tutorial mode is extended from the tutor. The industry is very similar to the coffee shop industry (the primary and secondary market is hundreds of millions of a year), but it is extremely fragmented (the largest companies are not more than 1%).

8 pits in the first venture

Pit 1: Industry has no dividends.

Small is to grasp the industry's tuyere, although late, but after all, in the Tuyere enjoy the point of the industry dividend.

Pit 2: Concentration or not is also a pit.

Start-up initially without any resources, but can focus on, do a good job in the regional market, service customers, although the scale of the problem could not be solved, but for the time to focus on one or two campuses enough.

Pit 3: There is no core driving force to find.

In fact, at the end of 09 to do their own comb to do 10 years of planning and summary of the time I have some crisis in the industry, can determine this type of marketing-driven model will not be long, but, think of a lot of ways, also not enough courage to give up rapid growth to change. The temptation to face yourself enough perseverance. Therefore also buried behind the failure of their own foreshadowing.

Pit 4: Pit of the product innovation.

Does not attach importance to the product, and above 3rd is consistent, in the product aspect insufficiently insists and invests. It's all about the marketing side, so with the increase in the number of students, customer complaints and dissatisfaction more and more. This is the result of not doing the basic product. Therefore the old student loses, the renewal rate lowly symptom also manifests. Keep the scale getting more and more tired, instead of making it easier. Not to mention the replicable nature of the pattern.

Pit 5: The introduction of the pit of the capital.

With the intervention of capital, hehe, especially in the education industry, finally we began to bear side effects, a while ago we are also in the flow of the new Oriental Yu eldest brother's crisis, is the most direct embodiment. The whole industry has encountered a big inflection point, the cause of this turning point is controversial. Synthesize there are several:

First, the cost of annual promotion, rent, staff costs, marketing costs, there are fierce competition in the price war.

Second, demand is there, but the corresponding supply is insufficient, unable to produce enough excellent teachers and the decline of teaching quality brought about by the parents rational regression.

Third, the injection of capital makes the fire more prosperous.

Four, years of expansion has led to few enterprises can sink down to focus on the product itself and how to solve the large-scale teaching quality control.

Five, the industry's one advantage is the advance payment, but also to the boss and the enterprise an illusion, the pre-collection as a confirmation of income, financial control risk also came out. So, at the end of 11 to now, the whole industry suffered a cold winter. Listed companies retreat from the city, privatization, institutions closed, running.

Pit 6: Scale expansion pits.

Because the previous foundation is not good, so it is not suitable for scale expansion, but should be back at that time product and basic standardization work. But I chose to raise money to cover the problems of standardization and product shortages with rapid growth. But this is the biggest failure. After the financing of energy and progress will not be able to stabilize the basic work, but also this decision led to the company's eventual failure.

Pit 7: The pit of the team building.

For team building, the company's early growth is particularly fast, team members do not keep up, but also too trusting professional managers, but the basic airborne professional managers of the problem I should have committed the basic all.

Pit 8: The founder's own quality of the pit.

I did not keep up with the development of the enterprise, in fact, as the industry's understanding of some trends and key points have judged, but whether it is for the temptation of rapid growth or the grasp of the process has not assumed a leader should be decisive and correct decision-making.

After the company closed my child also was born, this time already nearly 30, the sense of crisis also along with it, while accompany the wife and child side to consider oneself behind the direction, considered a lot of industry, read a lot of books, also inspected a lot of projects. The biggest harvest of this process is when the parents of education and the original change, another reference to a lot of other industries, in turn to think of the tutorial industry is not a breakthrough. Finally decided to do something in the K12 that he already knew.

Second Venture self-torture

In the new project I did the following thinking:

1, there is differentiation, the industry adjustment period, again it is difficult to appear in the gale, so must be differentiated to survive. So we have to find a point that the industry is not too concerned about or do bad. From the customer's point of view is to see what they want more value?

We do this: we found that students regardless of the quality of the results are lack of motivation, so the need for teachers to mobilize the classroom atmosphere, which is online education has been unable to get parental recognition of the reasons. We start from the interest of children, a large number of selected a lot of excellent documentaries, blockbusters, animated clips and so on, and designed a lot of understanding of the curriculum to help the video content and the content of the course to do deep coupling. This completes the teaching process can quickly improve students ' interest and attention.

In addition, we have made a comprehensive analysis of the shortcomings and advantages of one-on-one and class coaching models:

One-to-one can do to each student's whole attention, do personalized counseling, but also abandoned the classroom atmosphere and students competition, easy to form a nanny-type teaching dependency, but the adverse results of the improvement, and the class can not be personalized counseling for children, cramming teaching disadvantage is very obvious. Therefore, we designed the three-person group teaching mode, is to use a systematic course to ensure the consistency of teaching content, but with three-person class that retains the student's competition and cooperative learning atmosphere, but also to the students personalized attention. Then focus on Sprint and stage personalized learning problems with one-on-one tutoring to complement.

2, the need for standardization, which is able to replicate the basis of scale. This is needless to say ...

3, to the core post center, what is the meaning of it? Compare food and beverage, food can not be kidnapped by the chef, we can not be kidnapped by the teacher. (When I was talking to an executive at the new Chili Road, I summed up the central kitchen of the new Chili Road and some of the things that went into cooking.) For example, they have greatly simplified the process of cooking through the product of the complexity of the processing, their Kam fu salt to help the fall of the fish this signature dish with a very basic small chef can make, when to put what spices are standardized, and seasoning is done in advance, the chef does not need to control their taste, as long as the process to grasp the heat on the line. )

We do this:

By standardizing the course, we make a collection of lessons for most students, for example, knowledge points, difficult problems of the collection, teachers need to do is in our curriculum library to screen out the content of his teaching students to prepare the course, face-to-face process teacher's freedom and flexibility is to be guaranteed.

4, focus, should not be from primary school to high school, or even any subject to do. This experience is scattered and unfocused.

We do this:

We first selected the primary and junior high school Science (physics), which compared to the students pain point (abstract, concept, boring) subjects, that our video content injection can be a good solution to this, so that students feel more obvious, points are more easily effective.

5, pay attention to word-of-mouth, cohesion of old students, so that they are happy to spread and introduce customers for us.

We do this:

Of course, the fine service under the line is necessary. This at that time I on the internet and even mobile internet is not cold, as the project to promote only found that the most suitable for this channel (in addition to products and services, customer experience is good outside) is the internet, so now also with the team to make up this piece of evil.

Micro-innovation in the process of entrepreneurship

With the new information injected and understood, first understand the case of Huang Taigi and carving, and then know the micro-innovation of the gold wrong knife, participated in the 6th phase of the course. We came back and did the following things:

"Pit Lord Torture."

Group Friends question: The result of rapid expansion is a sharp increase in costs, if the income can not be magnified, the result must be ..., how to do after financing?

Pit Master: At that time is blind greed big, in order to expand, the introduction of a group of professional managers. From different enterprises, did not complete rapid integration. Frankly speaking, people can't keep up.

Group friend question: If again, what would you do?

Pit Master: If in the (first venture) that time to come again, I will not finance so much, to accept the mind, because at that time already have judged the industry of a winter may come, at that time the company is not large, the industry is also a cyclical, step down the heart to do product transformation.

Group Friends Recommendation 1: This industry I have also dabbled in, sharing is very real, when it comes to the pit, is that we also expand, and then encountered a few questions about the team, that is, the external branch of the head of their own work alone, but also take away the company's resources, reflection is also 2048.html " Can not fully mobilize the enthusiasm of the old staff.

I feel like the pain you've just been looking for is good. is to enhance students ' interest in learning, this is the industry's biggest opportunity, can find education, entertainment, Internet and other fields of experts to develop "interesting" teaching products, for the heavy children, "happy learning" will be just needed.

Group Friends Recommendation 2: The use of the Internet in the education industry, one has the value of tools, can solve the information interaction between time and space, and also is the value of thinking derivative, the essence of a new "three views", on the form of thinking, the thinking of each other. Equality, interaction, sharing, openness, respect and other Internet core values.

method, it is recommended that some people in the team can jump out of business to see the industry, from the perspective of culture and career, the formation of internal wrestling, to ensure that the vision of a more perspective, but the actual survival needs to ensure that the formation of the internal interests and career sharing mechanism, the wisdom of the development team, and even to mobilize a lot of quality social education resources , the premise is our own pattern of pulled up. Pit owners are not easy, today's sharing, I also learned a lot.

Some suggestions of "gold wrong micro-diagnosis" to the pit of Zhang Jie's pioneering work

Zhang Jie's pit is very valuable, we often say that users and products are 1, marketing is 0, marketing is an amplifier, or even magnify your failure. Several references to this pit: 1, the early one is a small tuyere, a small national pain point, but when the industry transformation, the pit owner why did not grasp it, is not a own user insight system, even fans. The proposal for a second venture, or to find a big pain point, or even close to the national sexual pain point. 2, if the product does not give power, marketing will only enlarge failure. A second pioneering proposal, how to make your products have word-of-mouth, even in a small range of Word-of-mouth has no problem. 3, Pit Master two times to set up a number of lines, but feel doing too much, may not do each of them, can do less, can be a product-centric, let the product push everything. (Article Source: CEO Letter)