Will you choose the project?

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Learn marketing so long, ready to do a big fight. I believe you have a lot of opportunities to face.

But how do you choose a multitude of projects? How to practice the "focus" expresses teacher mentioned? How to make a calm and rational choice for the numerous choices?

I'll share some of my thoughts next.

This matter also from yesterday's a secret yy meeting. A friend and I talked about a very ambitious business plan, can improve the electrical business staff's happiness ... Given the responsibility of a friend, this is not a detailed description, but an ambitious plan to subvert the industry.

This topic, once opened my brain memories, the scene of the entrepreneurial experience is like a movie in my mind to emerge.

Probably 95, it was still in college, the direct sales model with Amway into China, universities are everywhere to do Amway brother. In a crazy conference marketing, 100% refund of the protection, I also participated in the Amway Direct sales, on the one hand to become the loyal customers Amway, on the other hand, also everywhere to find relatives and friends to join. But the painful failure of the experience did not let me understand more.

Then I did buy radiation-proof clothing, weight loss supplies, coffee, bed products four sets, but also opened the Internet O2O mode of the dance dating site. For the choice of entrepreneurial projects, I basically do not have any concept, basically in what resources, meet anyone, do what.

It was not until I met expresses teacher that I completely changed my life.

Have you noticed that expresses is not just a marketing skill and a level of communication. More important is the outlook on life.

From success to success--to focus on your own characteristics and expertise

Easy money, a chic lifestyle-focus on the balance of life and career, find a simpler and easier way

You create 10 times times the value of each other, only to obtain one times the return-is a kind of dedication, but also requires high customer lifetime value

You have to test--rather than spend a lot of time planning, simply test the customer's needs

Expresses marketing, there are many treasures waiting for us to develop.

It is from these ideas, gradually clear the choice of entrepreneurial direction of some principles.

No hurry, these principles I will say one by one.

Let's talk about 2 projects I've been through personally.

One is the field of training Taobao, simply to build a training field of the business mall, so that the training of businesses in the shop.

The other is to do the electric business generation operation, the original Taobao on behalf of the operation, to the whole network on behalf of the operation (including Taobao, Jingdong, Amazon, etc.).

If from the perspective of innovation and career prospects, the former is almost a subversion of the training industry, a radical change in the training industry model. And there is the product area Taobao's successful experience, this concept is very easy to get everyone's approval. When my friend asked me to come in, I was passionate and had invested most of the company's money in this field. But I politely refused.

Why, once I also want to completely change an industry, through O2O change dance friends of the way of communication. After a painful failure, I deeply understand a truth: to change an industry, at least 10 years or more to focus on, otherwise do not casually shout subversion of an industry. Expresses teacher change the training industry, basically also before and after almost 10 years of time.

I'll take a look at the entrepreneurial project that says, "What we're doing now is changing the world, changing the industry."

How long has he been in this business?

Has his own industry been successful?

Is this thing related to his own experience and success?

Is his subversion related to his core competencies?

Now I do the training of friends, still very hard, the original company's cash smashed in this platform, on the line, so far not much improvement, looking at his aging back, full head of white hair, I deeply for his blessing, but also for his heartache.

What about the electric operator? He used to do Taobao on behalf of the operation, itself has customer resources, some of the operating methods of the electric business is similar. I asked him some time ago, sure enough, customers are too busy to come.

So, finally, I set a principle to choose "micro-innovation", rather than "subversive innovation" projects.

The core of micro-innovation is from success to success, from the existing career success on the basis of upstream, with the tour, downstream and other areas of reasonable expansion. This is more likely to be successful than jumping directly into an unfamiliar field.

To be a subversive industry, to have the "resources, time, experience" is a long process.

Micro-innovation is also doubled to replicate the success of one region to another, copying the success of one ad to another.

Do not underestimate this little bit of micro-innovation,

SMEs need to be in the profit gradually ...

To a grand dream

The project I mentioned at the outset about the happiness of the employees of the electrical business, I think it violates this principle, so I politely refused.

The signature talks about choosing the project with the best choice for micro-innovation. So next, I'll share with you another principle.

Before publishing this principle, I will give you a choice first, if you spend the same energy, spend the same time, there are 2 projects to you, how do you choose?

One is selling TV, the other is selling baby milk powder

Sell TV One can earn hundreds of yuan, the profit is super high, milk powder A can only sell how much money, probably also 1~2 yuan money.

You will choose to sell TV, my early thinking is also selling TV.

But if you choose television, there will be a serious problem.

"That means the back end of the TV is far worse than the back end of powdered milk." ”

There are several dimensions on the back end of the analysis

One is repetitive, customers will not repeat the purchase? It is clear that the number of customers who repeat the purchase of TV is very small, and the milk powder is different.

• Another is extensibility, it is easy to expand to other similar products, milk powder customers will almost always buy rice paste, molar stick, bottle, baby clothes ... There's too much to say. This is much easier to expand than to buy a TV client.

• Another is the duration, milk powder customers for a long time, such as from the child 1 to 10 years old, as long as you maintain good, so long time may be your customers.

Then perhaps you jump out to say, sell TV also have to do good enterprise?

Yes, I also agree, as long as there is demand in the world, there are related enterprises, there are industries, there will be a good business.

But what we are talking about now is how do you choose a project in the face of your initial stage?

Instead of choosing a product, we choose a customer base, a hungry customer base. We sell not milk powder, but through the milk powder to catch the dive, to carry out the real profits back end.

In fact, in the field of durable goods, many businesses have realized the importance of the backend. For example, mobile phone do not want money, look forward to the long-term use of customers to make money. Men's razor blades are free, followed by the high price of the blade jaw-dropping.

This is the second principle of choosing a project, "This project must have a huge back end", which can cut off a lot of dazzling projects and make it easier for you to choose.

Before sharing the "micro-innovation" principle and the "back-end rich" principle, I would like to share another principle. But I want to first tell you a very classic story, this story is very popular recently, perhaps you have heard.

A spirit of cultivation for thousands of years, the pig very defy. To pig before the question: "Pig, you are women, and lazy, not what ability, with what can learn from success, fix the fruition?"

Pig wiped a mouthful of oil, the big chin, said "that is because I chose the right team."

Most of the story comes to mind that startups need to find the right team, even if they don't have the ability, to succeed because of this luck.

But is this really the case?

• Pig has 36 changes

* Boil in the water than the Monkey King is also stronger

He is very understanding of the Tang Monk's mind, reminding the Monkey King every now and then, to obey the leadership, can not kill

• When the monkey King leaves, still can fight with monsters.

• Ultra-high capacity of the Monkey King, steadfast dry sand monk, firm belief in the Tang Monk, pig contribution is precisely these three people do not have: understand life, to bring a relaxed atmosphere to the team

It should be said that pig in the team is not bad, not everyone understands the dispensable person.

To tell the story, I'm not denying the importance of finding a good team, and a good team really helps to be more successful.

But the real good team, is mutual trust, depend on each other, help each other, oneself in this team is not an indispensable link, own ability is not match this team.

Expresses teacher said, you have been successful to success. Any team cooperation, must be from their own success point, the team is missing, is not just the advantages of their own. Participating in this project is not being able to play your own advantage (or the advantage of preparing yourself for training)

I remember just to do Amway direct sales, my online and I said, as long as follow this team, follow this cow, you can succeed. Also quoted Hitler's words, "the leader is the 100.01 billion front of the 1, not this 1, there are no more than 0 of any meaning".

If there is a project, put it in front of you, tell you, as long as you follow his do, without any special pay, not too much money, do not spend too much energy. As long as you are a person, as long as you follow the team, you can succeed. If so, you can basically shoot the project.

This is the idea of another project that I have come to realize-does the project play its part?

Everyone's experience is different.

Everyone's principles are different.

My principles don't necessarily fit you.

Are you willing to share some of the project selection principles you have experienced with more people? Look forward to your wonderful sharing.

I am a cicada, "special attention" to me, and forwarded this post. I will be the first time to tell you the article to help you understand the essence of marketing