The pet version of Facebook's entrepreneurial path

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Entrepreneurship Project: Dog People net

Early Total capital investment: financing 2 million yuan, two founders accounted for about 80% equity.

Monthly cost: 100,000 yuan, including the office of Tsinghua Science Park monthly rent, 8 staff labor costs, web hosting fees, server purchase.

Website Department: Promotion Department, User Service department, Editorial Office, Forum Management Department, design department, total 8 people.

Website Operation: Accept the advertisement, the event gift sponsorship, the shop cooperation and so on, the later will commence the electronic commerce cooperation.

Promotion channel: Put magazine advertisement, distribute dog card, put the content of website etc.

Target market: Dog owners, dogs and dogs, "Rich and free" class.

Entrepreneurial experience: The development of the site is like human growth is gradual, early investment, to follow the "can save province, the flower is the flower" principle, never opportunistic. Later development, we should pay special attention to the user's own energy development and utilization.

As a leader in SNS (Social Networking service, social networking services), Facebook is now a hot-pursuit in the world, some of which Yahoo has been worshipped by the world's people. According to statistics, Facebook has been ranked as the world's largest social networking site with MySpace this year. So, in this Web2.0, even the pets ' social throbbing is so obvious. Www.goumin.com.cn, a dog-tailored "Facebook" has finally emerged.

Tang, as a "quite no taste of 1994 Tsinghua Electronic engineering students," but in September 1, 2006 with his partner Qiu, founded by many dog enthusiasts are currently rated as "extremely warm" dog owners social network. Tang said their original intention was to be a Chinese dog's Facebook.

However, from the practice, the development model of foreign Internet to China if you want to continue to succeed must join the "Chinese elements." How to achieve success in a step-by-step way?

The Dog People's Network

In the words of Tang, in the creation of the dog before the net, as early as in 2005 he and SNS had a "close contact", "at that time very popular entrepreneurship, just a few friends in the network, their leisure to do nothing in the past to help, responsible for doing user promotion." "Now this tang mouth of the network, in September 2006 to 2 million dollar price by mop Nets Chen a boat acquisition, High-profile to embark on the path of commercial development."

Tang Frankly, the school experience on its future "solo" to create a dog people's network has a great impact. "In the ' school ', learned is the whole set of SNS start-up process." Now my understanding of Web2.0 and SNS is mostly from the participation of the ' school '. After the sale of the net, the participant Tang thought a lot. The target user group of the net is university student, however, it is not an easy problem to get the current revenue from this group of "potential shares" for a commercial web site that is ultimately profitable, "so when the question of" sale "to sale is suspended, it is not yet clear ' School ' was acquired. ”

After the battle, Tang began to look for new target groups. Because in the business white-collar market, competition has been white-hot state, Tang had to turn his eyes to some "unpopular" market. One day, in the Forbes report, he saw that in the United States some of the emerging dog owners community development is quite good, then feel "flash", "in fact, the concept of pets in mind hovering for a long time, see this report, I immediately think why can not use ' School ' experience, creating a pet version of Facebook?

According to early market research by dog People's network team, in the pet market, the dog is more popular than the cat, and the general dog owners can basically achieve the "rich and leisure" life, "we even found that many of the hostess of the dog in the daytime do not work, the Internet is basically the only pastime outside the dog walk." More often than not, Tang likes to have a simple conversation with the community after a meal, from the most direct point of view of dog owners, but also convinced that the potential of the dog owner market to eat the reassurance. Because he found that a large number of their own clothes do not care about the owner of the dog, each month but willing to spend hundreds of to thousands of yuan to care for their beloved pet.

So, in the "dog people" after the Bonanza, "The Mind has decided" Tang and its partner Qiu in the first round of financing harvest 2 million yuan, in September 1, 2006 officially launched the Dog People's network.

100,000 Yuan early successful promotion

As a SNS website, can obtain the stable user quantity naturally is the key that succeeds or not. Although the establishment of the site itself is not easy, but many SNS Web site after the establishment of "0 users" network and the imminent collapse of the precedent is too much, so how to expand the site in the initial visibility, in a short period of time to enhance the active degree of members, became the first Tang to solve the problem

"We spent a lot of thought and money on it, and the upfront investment in advertising and offline promotion accounted for a large proportion of our liquidity at the time." "At that time, dog People's network has invested a lot of money in the construction of the website, however, Tang still took out 100,000 yuan, at that time Pet magazine industry ranked first, the second" pet World-Dog "and" Pet Pie "magazine launched a 8-month full-page ads, the monthly cost of 8000 yuan and 6000 yuan respectively. It now appears that this recruit has made a contribution to the early development of the core user base of the dog network.

In fact, the ads in both magazines have been considered. In Tang's view, the site as the four media, and traditional paper media competition is less common, so the magazine is also willing to print the entire version of the dog network ads. And for the dog network, because the two magazines themselves priced higher, in the user group has done a subdivision, so this batch of audiences fully comply with the tang of the core user expectations. "These readers are selected, they buy magazines, because they love dogs, are keeping a dog, or want to raise a dog, so the outside world said our propaganda is hit the bull's-eye." Tang said to be very happy.

September 1, 2007, the establishment of the first anniversary of the dog network, registered users reached 10,000. By July this year, the figure had risen to 65,000, with the current growth of more than 300, expected to be more than 80,000 by the two anniversary.

In addition, in the propaganda of the "bull's-eye", dog People's network also launched 100,000 "dog card", or with the publication attached, or after the user online application, free one-time for its 10, "dog people card is now the user ID of the dog and the rights and interests of the proof, The user who holds the card will be entitled to a discount if it is consumed in 600 pet dog cooperative shops nationwide. ”

Now, dog People's Network has taken a new round of strategic publicity, to nearly 100,000 yuan per year under the long-term price of the new Pet magazine "dog" Four suites, the monthly Dog network produced novel content, to show more magazine readers. According to the dog People's website statistics, every day due to see text content and new to the site's users very much.

Be tolerant of loneliness before making a profit

As with many Web sites, dog networks have not been profitable. In this respect, Tang look very open, "the site itself and the traditional industry is different, it has its own laws, to go must be the path of economies of scale." The beginning must be high cost input, later changed to Low-cost, and finally through high viscosity users to obtain a high degree of profit. ”

Speaking of the future development of the site, Tang said the goal is to move it to a large-scale and standardized direction, "Now our user increment is indeed very satisfying, but the general base has not reached the large-scale development of E-commerce and other profit models." "Tang adhere to whether the large-scale cooperation or standardized production, a common premise is that the site in its own theme to do the greatest best."

In this case, he takes Consumer-to-consumer's online shopping Network as an example to illustrate. In Tang eye, the current domestic do best Consumer-to-consumer website is naturally the Taobao of Ma Yun, others are slightly "disgraced". In its view, the success of Taobao is because its fixed number of users has been very alarming, all large-scale development on this solid foundation has gained a lot of space.

"So we have to withstand loneliness before making a profit." The dog people net wants to carry on the large-scale development, first must in a two years will register the user honestly to develop to 1 million names. If there are not enough users to support, cooperative merchants and sites will likely end up with a ' double lose '. ”

At present, the dog network is in the second round of the target of 2 million dollars of financing, or to strengthen the content of the site itself. For example, continue to expand the scope of the national cooperative shops, to increase the amount of incentive to interactive events in the station. and the enhancement of content is also to attract more commercial advertisement in later stage. In view of the specific consumption of dog owners, the current U.S. outbound travel, female bags, male vehicles and other businesses are the site ads are welcome objects. The third round of financing in the longer term will be spent entirely on developing e-commerce.

"In fact, many times now feel most gratified is that many precious dog species through our website, really formed a ' companion '." This is the true manifestation of the value of the dog net pet Facebook. Tang Xiaohe.

Unique Audience Segmentation Accurate promotional

The biggest entrepreneurial feature of dog People's network is that it has carefully subdivided the audience market before its inception, laying the biggest cornerstone for its subsequent success.

The dog owner as the current domestic SNS website target group is very clever, not only make it in the initial stage has a clear site positioning, the theme is clear, at the same time can quickly in this particular market to maximize potential audience resources development. It is understood that there is no second similar pet dog social networking site in China, so the dog people's Network in the development will not encounter too much competition.

And from the history of SNS website experience, because of the main characteristics of interaction, the user's loyalty is very important. From this point of view, dog owners online is very consistent with this audience indicators. They are brought together by a common hobby, whether from the current site daily registration activity, or from the internal forum of the exchange of density, the dog owners of the dog people's dependence on the level is still quite high.

The second feature of the dog network is embodied in the promotion and promotion of the website. They have spent the money on the Edge, the early magazine full-page ad campaign and 100,000 dog card distribution have greatly deepened the overall impression that this kind of carpet-type offline propaganda proved to be useful afterwards. The cost of input is not high, but the return is satisfactory.

In addition, from the content of the website, dog people net things do practical and steadfast. Many of the settings are the dog owners can actually use, it does not look fashionable, but it is very relevant to the needs of dog enthusiasts, network interface friendly, looking at the use of all more comfortable.

As for the risk of setting up SNS website in the Web2.0 era, it is the first consideration to ensure sufficient cash flow. In the current field of SNS fierce competition, with a strong financial support of the opponents of a large minority. Although the unique audience of dog network to some extent to avoid some of the risks, but in view of the specificity of the network entrepreneurship, always ensure that adequate funds are prepared. Tang mentioned that the second and third round of financing of the idea is correct.

For the future development of dog Network, in addition to capital, our proposal is to continue to do a good job in all aspects of the site content, in the product on the upstream and downstream fusion. When the time is ripe, not only to carry out the business of E-commerce, but also pay attention to large advertising businesses and product vendors.

Article from: www.cy6268.cn