Original title: "TTPBRC Model, Avoid the Vast Majority of Entrepreneurship Pits", author: Obayashi Liwei (7 years in the Internet and consumer field), head image from: Visual China
Have you thought about the following questions?
1. Why are the fast food restaurants in the mall alternating with the old and the new, but the fruit shops downstairs in the community are standing?
2. Why are WEILAI, Lululemon, and POPMART essentially a class of enterprises?
3. Why are more and more people in the circle of friends doing serious illness insurance brokers?
If you're like me, every question can be said, but you can't find a stable logic to say why. Perhaps, the theory of the TTPBRC model* can help you think.
The TTPBRC model proposed in this paper refers to the analysis of the core competitiveness of consumer enterprises to obtain the market by analyzing six major factors such as Trend trend, traffic traffic, Product products, Brand brand, Re-purchase repurchase, and Cost cost, and derives the core formula to clarify the relationship between the profitability of consumer enterprises and the TTPBRC model:
Before starting, the author reiterates that the following view is essentially a general analytical framework advocated by individuals subjectively on the perception of consumer business perception and logical model, and many popular consumption phenomena themselves have no objective laws to speak of, or even cannot be copied, so the TTPBRC model can only be used for analysis and inspiration, and cannot help the realization of commercial results.
Trend trend, traffic traffic, Product products, Brand brand, Re-purchase repurchase, Cost cost of these 6 words, at first glance all universal or even ordinary business concepts, and each factor is very important, how to connect the analysis of the operation of a consumer enterprise, this logic is the key to analysis.
Trend Trends
Xiaomi Lei always advocates business to go with the trend, this truth is as convincing as selling umbrellas on rainy days, the premise of homeopathy is mingshi, in terms of mingshi classic management 5C analysis and PEST theory still has important reference value, the author advocates through the user structure, consumption scenarios, and communication attributes from the micro perspective of business operations.
The so-called bright trend, in my opinion, is to figure out who is willing to spend more money on a goods/services in what situation, and to analyze whether these people will be more and more.
In the analysis of [user structure], it is recommended to use the distribution of consumption levels and consumption motivations to distinguish users, and the classical theory according to the social attributes of age/gender/income/education is not instructive enough in practice. Taking the script killing business operated by our company as an example, we can basically understand the user structure of script killing by playing with the competitive stores in Shanghai TOP20, and after mixing into the core player group.
From the distribution of consumption levels, the 28 rule is obvious, and repeat customers basically account for more than 80% of the order volume; from the consumption motivation of heterosexual dating, customs clearance achievements, friend entertainment, and follow the trend, users can be divided into 4 categories, so 20-year-old fresh meat and 35-year-old big brothers have high-net-worth users who have scripts to kill, and their consumption motivations may be heterosexual dating.
In terms of analyzing [consumption scenarios], it is recommended to use three dimensions: content scenarios, social scenarios, and just-need scenarios to analyze:
Content scenarios generally refer to the situation of generating user consumption impulses based on content to promote transactions, the essence of which is to buy after seeing, such as Taobao's high-quality product detail pages and live e-commerce;
Social scenes generally refer to the consumption generated by users in order to meet social needs, and the essence is to spend money and enjoy themselves, such as partying to play board games and send flowers on Valentine's Day;
The just-needed scenario refers to the situation that satisfies the user's just need to match in the time dimension and/or spatial dimension, and the essence is to be closer to the consumer so buy, such as hungry takeaway, buy water at a convenience store.
In terms of analysis of [communication attributes], whether a consumer behavior itself has the motivation to make users willing to share basically determines whether this matter will be quickly known to the public, which can be analyzed from three angles: user self-communication, social resonance, and authoritative media recognition:
For user self-propagation, the consumption behavior of sharing (showing off) value is disseminated, whether it is a good-looking food/script killing dressup photo/business school PPT is this attribute;
In terms of social resonance, emotional identity has become the key point, such as the female beauty without body difference between the inside and outside, and the international aesthetic of Li Ning's Chinese elements;
In terms of authoritative media recognition, the core is to understand the needs of the country, and it will not be carried out here.
In summary, regarding the trend, the analysis based on the user structure and consumption scenario is based on the perspective of the stock market, the communication attribute is based on the perspective of incremental market acceleration, and the combination of the two perspectives assists enterprise operators to predict the user's consumption behavior.
Traffic traffic
The word traffic was born in the Internet industry, the most common indicators are PV exposure and UV reach the number of people, the author was inspired by Professor Ren Jianbiao of Jiaotong University Aetna Management, the traffic is divided into four elements: product flow, information flow, user flow, and cash flow. If we define the traffic of a company in a narrow sense, the author believes that it is the product flow, that is, the exposure of the company's products. Therefore, the so-called traffic is to figure out how many people can see their own products, and how to let more and more people see.
In terms of [product flow], the key is to calculate how many levels of consumers the company's products reach through what channels, and the main traffic classification is organic traffic, promotion traffic, and user traffic.
Organic traffic refers to the amount of product exposure that the store or online platform where the enterprise is located imports natural random human flow for the enterprise;
Promotion traffic refers to the amount of product exposure brought by enterprises investing in promotion costs or business cooperation to actively attract users;
User traffic refers to the amount of product exposure that users actively obtain product information.
For example, in the field of e-commerce, based on a powerful e-commerce platform, e-commerce merchants can easily calculate the amount of product exposure = platform recommendation + paid traffic + repeated views.
In terms of [information flow], the core is to put into the consumption scene to understand the product to reach consumers and promote the transaction of the journey needs to present to the user and the information that the user will leave, which can be roughly divided into the information of the attraction layer, the persuasion layer information and the decision layer information, taking Taobao as an example, the head chart or preview short video of the product is the information that attracts the user to click, the product detail page and the user's comments after clicking are the information that convinces the user to determine the willingness to buy, and the price and payment period of the product is the decisive information that determines whether the user pays the bill.
In the same way, for offline retail products are also the same, the display area on the shelves attracts users to stay, the outer packaging introduction of the goods or the explanation of the promotion personnel persuades the user to have a willingness to buy, the price of the product promotion or the giveaway, or the notes of the social media determine whether the user pays or not. The above three layers of information are improved in order to realize the conversion of product exposure into an increase in sales volume, that is, the product sales rate.
In terms of [user flow], it is recommended to use the AARRR user lifecycle model, which is very classic and will not be expanded here. The core is to analyze the relationship between product exposure and user number by pulling new, activating, retaining, monetizing, and recommending 5 user life cycle stages, and then calculating the number of marginal users whose marginal product exposure can bring different life cycles.
In terms of [cash flow], this refers not to the financial indicators of the classic accounting discipline, but to the analysis of the way in which the sale of enterprise products to obtain cash, in the end is self-operated, associated, distributed, consignment sales of the four models, the product exposure and sales amount generated by different sales methods can be used as an important reference system for the way the enterprise iterates product flow reaches consumers.
In summary, regarding traffic, the core lies in improving the product flow, and the improvement of these dimensions of information flow, user flow, and cash flow all points to the product flow.
Product products
The definition of this product refers to the whole process of the goods or services provided by the enterprise to the user, that is, the complete process of user experience. The analysis of products is based on three factors: product value, comparative advantage, and competitive barriers.
In terms of [product value], the sum of product value = practical value + emotional value + investment value. It is emphasized here that the definitions of value and price are different from the disciplines of economics, and the necessary assumption here is that for the user, the costs that are willing to be paid are similar to the value of the product. Then: the practical value of the product is equal to the average financial cost that the user is willing to pay to meet the need and save time, the emotional value is the financial cost and time cost that the user is willing to pay additionally because of the perceptual cognition in addition to paying the average financial cost, and the investment value is that after the product is sold to the user, the user is willing to pay an additional cost higher than the purchase price of the product when the user transfers it in the second-hand market.
Taking POPMART as an example, a blind box-sized PVC doll may have only sold for an average of 10 to 20 yuan in the past, with Molly's personified emotional connotation brings an emotional premium, and because Bubble Mart artificially stipulates the scarcity of hidden models, the second-hand market price increases, and the value of the product is constantly enlarged in this process.
In terms of [comparative advantage], the author draws on the product value experience formula of Mr. Yu Jun, a big cattle of Internet products, and further abstracts it to derive the comparative advantage = the value of the new product - the value of the old product - the user's switching cost. Emphasize that comparative advantage here is not an economic concept. The calculation of user switching costs can be considered through three dimensions: financial cost, time cost, and perceptual cost. The core idea of focusing on comparative advantages means that enterprises must always pay attention to market competition in the process of creating products, and comparative advantages intuitively reflect the competitiveness of products.
In terms of [competition barriers], the author believes that the essence of barriers is to drive enterprises to achieve near monopoly competition in a certain time and space, which can be divided into technological leadership, economies of scale, network effects, and franchise rights (such as policies, raw material supply), the above 4 concepts are mature, and they are not carried out here.
In summary, regarding products, the core issue is how to build products. The value of a product is to answer what product to do, the comparative advantage to answer is how to do better than others, and the barrier to competition is to answer what only I can do.
Brand brand
The definition of the brand here refers to a series of business behaviors that drive users to identify with the value cognition of the enterprise product and thus purchase behavior, which is mainly divided into three aspects: brand value positioning, brand display form, and user link mode.
In terms of [brand value positioning], the author advocates the use of the theory put forward in the marketing book "Positioning" by A. Rees and Jack Trout, the goal of positioning is to achieve the brand to occupy the most favorable position in the customer's mind to form a representation, and form a differentiation with competitors, so that the brand becomes the first choice of consumers in a single category.
For example, Weilai Automobile's main user mentality is worry-free service, advocating a comprehensive approach to meet the needs of users' cars and intelligent travel lifestyles, and has become the first choice for high-end electric passenger car users who pay attention to service experience. In practice, the proposal of brand value positioning needs to be combined with the actual ability of enterprise operation, and the specific implementation path needs to be combined with the two levels of brand display form and user link mode.
In terms of [brand display form], the concept here is not only the brand content communication in the narrow understanding, but the whole process of the brand reaching the user with content and products as a medium, that is, the [brand content matrix] and the [product channel system].
At the level of [brand content matrix], further abstract disassembly is divided into brand content design and communication media matrix, and these two concepts are mature and do not unfold one by one. The author advocates here that the logical starting point of brand content design is product performance and brand concept, and the logical system of the communication media matrix is based on the distribution mechanism of brand self-media carrying user UGC, abstract to the extreme, that is, the product is content, and the content is the brand.
This means that the design of current consumer products must consider whether its externalized visual display method can have user communication attributes, and deeply combine the content of product user value points to promote the value of the brand to a broader user group through the dissemination of seed users and the recommendation of key opinion leaders, and then evolve into the public's value positioning of the brand.
Taking three and a half meals of coffee as an example, its product colorful digital small can packaging has a strong young fashion style, as an instant coffee brand its packaging characteristics allow coffee users to visually feel the difference in contrast to the traditional Nescafe brand, and the good-looking packaging has become the content that users are willing to take photos to share, and the product is the content.
In addition, the brand side further refines the brand content, through the promotion of social self-media, the main freeze-dried coffee powder brings better coffee flavor, and the core advantages of the two major products of freeze-dried coffee powder are versatile creative drinks (such as coffee powder mixed with coconut milk, coffee powder mixed with sparkling water) for large-scale user communication, so that the public has a brand value recognition of the three and a half brands representing fashion portable small cans and boutique freeze-dried coffee powder, and the content is the brand.
In terms of [product channel system], it can be roughly understood that in line with the classic 4P theory, the supply and demand matching process between the channel (Place) and promotion means (Price) and the user (People) can be split into two main modules of channel type and channel management mechanism, and the key classification is detailed in the table below, which is not expanded here.
At the level of [user linking mode], it mainly refers to the interaction process between the brand and the user and the interaction process between the user and the user, which is divided into three dimensions: user rights and interests, user community mechanism and user interaction scenario, and the key elements are described in the table below.
For example, Niolai is a user-centered enterprise, so user satisfaction determines whether the value positioning of its brand can be realized, in addition to the performance of the product itself, the user rights and interests created by Niolai are worry-free services, that is, to meet the car use scenarios of car owners in an all-round way, such as free power exchange and door-to-door maintenance and pick-up services.
The core mechanism of the NIO user community is the user WEIlai value and Weilai points, Weilai value can bring bonuses to the voting of the major events of the Weilai community, weilai points can be exchanged for the vehicle accessories and daily necessities of the Weilai mall, and in the user interaction scenario, Weilai company integrates user rights and user community mechanisms into the brand's self-developed NIO APP, realizing one-stop user links.
Offline display store NIO House massive daily user activities and the annual new car conference NIO Day celebration user activities have become the two major grippers to create NIO's user interaction scene, and the deep cultivation of user links has made 69% of NIO's orders in 2020 from the recommendation of old car owners, and NIO's user-centric brand strategy has been verified.
In summary, regarding the brand, the core idea is to be harmonious and different, and refers to the co-construction of the brand with the user, and the difference refers to the unique mind that is different from competitors. Brand value propositioning answers the question of who we are, the brand presentation method solves the problem of how we tell others, and the user link method solves the problem of how to make the user from a guest to a host.
Re-purchase repurchase
If a company is likened to an airplane, the flow is the fuel of the aircraft, and the engine is repurchased, which determines how far the aircraft can fly, so the importance of repurchase is self-evident. The classic repurchase rate and repurchase frequency calculation method is widely used, here emphasizes that for the transaction of low-frequency consumer categories, the repurchase rate in a specific time frame is not necessarily practical, such as automobiles or home appliances, for low-frequency categories, the user's recommended purchase rate has the same judgment basis value. The influence of repurchase is more evident in the consumer categories of medium and high-frequency transactions, such as food and beverage or entertainment consumption.
The author advocates calculating the frequency of user repurchase according to the development stage of the enterprise, and the three stages are compared with the PMF stage from 0 to 1, the channel expansion stage from 1 to 10 and the brand ceiling stage from 10 to 100, and the repurchase frequency of different stages can directly reflect the competitiveness of the enterprise to obtain the market.
In the [enterprise from 0 to 1] stage, whether to find the Product Market Fit (product market matching) business determines whether the enterprise can establish a unique competitive advantage to achieve sustainable operation, the repurchase frequency in the process of finding PMF is mainly used to guide the enterprise to iterate the brand value positioning under the product factor and brand factor, the author believes that the empirical value of the number of seed users purchased by 10,000 users can basically verify whether the assumption of the company's product and brand value positioning is true.
In the stage of "enterprise from 1 to 10", Ideal Auto Li thought that "rhythm control is the most core ability requirement for entrepreneurs" proposed that enterprises must maintain the unique advantages established from stage 0 to 1 in this stage of development, and individuals deeply agree. On this basis, in the development stage from 1 to 10, the calculation of the repurchase frequency of products is mainly used to guide enterprises to optimize traffic factors and brand display forms (that is, brand content matrix + product channel system).
In short, enterprises must find a stable source of traffic at this stage to bring sales, measures to enhance product sales conversion, and transaction channels that need to be focused on, these three points can be abstracted into the establishment of enterprise channel expansion capabilities, and the economic model of the enterprise's product unit and marketing ROI should be effectively measured, so as to evaluate the competitiveness of the enterprise and guide the competitive strategy of the enterprise in different periods at this stage.
In the stage of [enterprise from 10 to 100], the enterprise should complete the establishment of the overall architecture of traffic factors, product factors and brand factors, and the enterprise begins to enter the stage of large-scale commercial replication. From the perspective of external factors, the brand ceiling of the enterprise, that is, the largest market share that is potentially available, is constrained by trend factors;
From the perspective of internal factors, the ceiling of the brand is constrained by the cost factor, the analysis of the cost factor will be unfolded below, here emphasizes that the cost factor is not a single financial indicator, should be placed in the enterprise traffic, products, brand three factors to measure, the cost advantage of each link will directly affect the return on investment cycle in the process of large-scale commercial replication of the enterprise, so at this stage, the calculation of the repurchase frequency is mainly used to guide the enterprise to calculate the return on investment cycle, It then evaluates the pace of the enterprise's scaling process and the efficiency of capital use.
To sum up, regarding repurchase, at any stage of business operation, two basic questions persist, 1. how many people buy and buy, 2. how many people buy to recommend others to buy. Operators should always remind themselves.
Cost cost
Based on the belief in statistics, when a data cannot be effectively measured, the number cannot grow. In the same way, if a company's costs cannot be effectively measured, the profitability of the company will not be able to talk about. To analyze the cost of an enterprise, we can start from three aspects: cost structure, break-even point, and unknown cost.
Generally speaking, the cost composition of the enterprise = production cost + traffic acquisition cost + personnel cost + financial cost, the measurement concept of production cost (operating cost under financial caliber) and financial cost is extensive and mature, and it is not carried out for the time being.
Calculation [traffic acquisition cost] can be divided into offline customer acquisition costs and online paid traffic costs, the cost of offline customer acquisition is usually rent, push materials, store miscellaneous fees, etc., the general measurement unit of online paid traffic costs is the Internet advertising industry CPM (Cost Per Mille, that is, the cost of thousands of advertising exposures) and CPC (Cost Per Click, that is, the cost per click), according to the company's behavior conversion goals can be calculated CPA (Cost Per Action, That is, the unit price of customer acquisition), where the conversion goal can be sales, software downloads, effective leads, etc.
Taking online effect advertising as an example, suppose that product A purchased 1,000,000 online advertising displays for 10,000 yuan, during which 5,000 user clicks occurred, the conversion goal was sales, and finally 100 sales with a cumulative sales of 20,000 yuan were sold, and the gross profit margin of the product was 20%; the unit price of CPM was 10 yuan, the UNIT price of CPC was 2 yuan, and the CPA was 100 yuan / single. The ROI of the delivery is 0.4, that is, spending 1 yuan can only bring 0.4 yuan gross profit, and the return on advertising delivery is negative.
Measuring [personnel cost] generally includes personnel compensation costs and personnel training costs, of which the indicators to measure the effectiveness ratio of personnel change due to different types of business, and the common way to measure the ratio of personnel is revenue /number of personnel, gross profit/number of personnel, net profit/number of personnel.
The concept of [break-even point] is widely used in various business analysis cases, here emphasizes that the cost and depreciation that need to be amortized in installments must be accurately calculated into the current cost or expense of the enterprise, taking the friend's board game hall as an example, the financial forecast made by the other party when planning to open a store did not take into account the decoration costs required by different stores and the rent costs brought about by the renovation time, resulting in excessive financial forecasts.
After listening to the suggestions, the amortization cost is considered and calculated, and the decision to reload soft decoration and open early in the site selection and pre-decoration investment makes the return cycle of the board game hall shortened by 4 months, reducing the operating risk of opening the store as a whole, and part of the cash saving is used to improve the budget and service level of the store staff, which is more conducive to the initial operation of the store.
Regarding the "unknown cost", the reverse thinking is to consider the operational risks and force majeure risks that the enterprise may encounter in the process of operation, and the purpose of this unknown cost consideration is to help the enterprise establish an insurance mechanism for risk hedging, such as staff insurance and the purchase of housing insurance and other related measures.
To sum up, regarding costs, costs should correspond to revenue, and there is no income to cash or cash in the expected cost to think about why it exists and should not exist.
Model summary and formula derivation
The above text separately clarifies the main evaluation methods and measurement methods of the six major factors such as Trend trend, traffic traffic, Product products, Brand brand, Re-purchase repurchase, and Cost cost, and it is not difficult to find that the tandem relationship between these six factors is obvious. Abstracting the core ideas of these 6 major factors to the extreme, the author believes that the TTPBRC model has a three-layer progressive two-two corresponding logical relationship, namely trend-traffic factor, product-brand factor, repurchase-cost factor three combinations, the three combinations of progressive relationship is reflected in the focus on users, that is, the source of income of enterprises, attention to competitiveness that is, enterprise income capabilities, and attention to finance, that is, the results of enterprise income.
The combination of [trend - traffic factors] is similar to the relationship between external factors and internal drive, the logical relationship between the external environment changes of enterprise operation and the internal driving force of enterprise development is that the fission effect of user communication will occur in the trend factors, the product exposure of enterprises (product flow) will produce secondary distribution because of user communication, and because the communication chain of user groups is an exponential function relationship, so the product exposure of enterprises will bring exponential changes due to trend changes.
The combination of "product-brand factors" is similar to the productivity and production relations, which affect each other. According to the theory of the TTPBRC model, the product factors of the enterprise focus on the supply side, which is the evaluation logic of the productivity of the enterprise, and the resource conversion link of the enterprise, while the brand factor focuses on the demand side, which is the production relationship of the enterprise, that is, the whole process of user acquisition, and the product exchange link of the enterprise. It should be emphasized here that the logic of productivity determining production relations does not apply to the TTPBRC model, products and brand factors affect each other, and in actual operation, which factor of the enterprise tends to stabilize the structure, the factor of form stability is more dominant.
【Repurchase - cost factor】 Combination, similar to the relationship between revenue drive and cost drive, it should be emphasized here that for the consumption category with low repurchase frequency, the repurchase factor can use the product sales conversion rate measured based on the product factor as an alternative symmetrical thinking dimension, and the basis of the combination of repurchase and cost factors is to measure the marginal income of the business, thereby continuously improving the overall profit of the enterprise.
By splitting the TTPBRC model into three combinations: trend-traffic factor, product-brand factor, and repurchase-cost factor, and analyzing its internal logical relationship, the author tries to deduce the logical relationship between the gross profit of consumer enterprises and the six major factors of the TTPBRC model according to the product sales funnel theory and the general calculation method of corporate financial gross profit.
The expressions of the six major factors of consumer firm gross profit and the TTPBRC model are as follows:
The results of the above formula further converge the key influencing factors of the TTPBRC model on the profitability of consumer enterprises, namely 1 user communication rate (Trend), 2 product exposure traffic (Traffic), 3 product sales rate (Product), 4 brand premium coefficient (Brand), 5 re-purchase frequency (Re-purchase), and 6 unit cost (Cost).
In particular, it is pointed out that although the six data indicators involved in the above formula can be approximated by fitting them through mathematical statistics, the calculation of the formula itself is meaningless. The purpose of the formula is to clearly express the logical relationship between the six major factors involved in the TTPBRC model on the influence of consumer enterprises on the profitability of consumer enterprises, and to further clarify the idea of the model used to analyze the business logic relationship of consumer enterprises through the prescriptiveness of the formula.
In the actual business analysis, regarding how to use the TTPBRC model, the author tries to summarize the following 3 points:
1) Use the framework of the TTPBRC model to list the current situation of various factors of enterprises, find out the factors that need to be solved most urgently, and disassemble them into factors under a single factor for operational improvement;
2) Think about the logical relationship of the enterprise in the three combinations to determine whether the operation of the enterprise has entered a positive cycle;
3) When a company achieves rapid development in any of the 6 factors, it will have a multiplier effect on the profitability of the enterprise.
Theoretical practice
Remember the three questions you asked at the beginning?
Let's use the TTPBRC model together to analyze these three problems, about the first problem, the core lies in the matching of consumption scenarios (Trend) and user traffic (Traffic), fast food restaurants in shopping malls and fruit shops downstairs in the community mainly meet the user's just need scenario, these two types of business to provide commodity services (Product) tend to homogenization, in the absence of product advantages and brand effects under the premise, The fruit shop downstairs in the community ensures business because of the stable residential user (Traffic), while the traffic of the fast food restaurant in the mall will be unsustainable because of competition and consumers' love for the new and the old, so the probability of closure is greater.
On the second question, the three companies of Weilai, Lululemon and POPMART understand that they are the same type of enterprise, and the core lies in the consistent logic of the three companies in product value, brand channel system and user link method (Brand).
In terms of product value, on the basis of the practical value reaching the industry-leading level, the three companies have adopted a large number of brand activities to achieve the emotional premium of users on the product, and the specific implementation method is to adopt the brand's own sales channel, that is, DTC (Direct to Consumer), which ensures the information transmission of brand value positioning (Brand) and stabilizes the product price system, and carries out a large number of user community activities to promote interaction between users, such as NIO Day, Lululemon immersed in activities such as yoga parties and POPMART theme exhibitions allow users to form value identities and build a sense of brand identity.
All in all, these three companies organize users to continuously interact and transmit brand value positioning through brand self-operated channels, and ultimately make users willing to pay an emotional premium. It is worth mentioning that POPMART has increased the investment value of products because of the second-hand trading market organized by the user community, so that products can obtain higher brand premiums.
On the third question, why are there more and more critical illness insurance brokers? The reason is that major illness insurance is the best insurance product for premium renewal (Re-purchase), and the renewal of premiums is almost 0 cost (Cost), car insurance also has to change the method to send shopping cards to users to renew, serious illness insurance is not needed, so the insurance company has the largest income, and then willing to give insurance brokers Commission can reach more than 80% of the user's first year premium, in the high commission incentives, of course, more people are willing to become serious illness insurance brokers. (I am a critical illness insurance user, and as a user I think critical illness brokers deserve such high commissions.) ）
Applying the TTPBRC model to analyze business phenomena, do you suddenly feel that the thinking is clear? Let me ask you another question, why is the door-to-door car wash service basically gone?
The main selling point of the merchants who provide door-to-door car wash services at the beginning is to help customers save time and affordable prices, and there were once a group of users who tried the service, but soon the service was gone. We use the TTPBRC model to analyze it, first of all, the consumption scenario (Trend) of the user's car washing is a just-needed scene, which requires the matching of time and space to determine that the service should be closer to the user, so the on-site service solves the problem of space and time.
However, in the process of service, the road fare and time required by car wash personnel increase the cost of service (Cost), but in fact, in the product comparative advantage (Product), the door-to-door car wash may not be able to wash the car like the car wash shop due to limited equipment, so many users will not repurchase the first time, when the parking lot car wash shop appears, the service is basically gone. There are many similar examples, and using the logic of the TTPBRC model to think about it can theoretically locate the problem very quickly, hopefully enlightening you.
Finally, I would like to talk about my personal experience of the TTPBRC model, I personally believe that the premise of using this model is to accept the correlation between the 6 major factors, as well as the elements under each factor and the weight relationship that varies from case to case, and the 6 factors of this model are not independently exhausted, and there is no causal logic.
The application requires a lot of abstract thinking to think about the promotion of each element of the enterprise business process to the business structure of the enterprise, and once the business structure is completed, the development path of the enterprise will develop according to the established rules. I advocate using the TTPBRC model for business thinking, not just business analysis, and structure-based thinking is perhaps the most valuable part of this model.
epilogue
Inspired by his friend T, he shared that Mr. Li Shanyou has an expression that the world has two sets of logic, one is Newtonian causal logic, the other is Darwinian logic of natural evolution, and he increasingly finds that business is Darwinian logic. I just want to say that Mr. Li Shanyou's thinking is too deep.
"I thought the TTPBRC model was a commercial sword, but now I think the best form of this model is to keep asking questions, and only keep asking."
*The TPBRC model is based on the inspiration of the netizens' good article "TTPPRC Business Model, 30 Minutes with MBA Business Analysis Ability", and the author combines personal experience to revise it in practice.