Editor's Introduction: The author of this article disassembles the five modules of the private domain one by one, including definition, logic and practical cases, which means that the key content of the private domain article has begun, let's take a look at it.
Today, we are going to talk about IP shaping capabilities.
First of all, we must clarify the goal of this article, is to take you to sort out your business model, how to cultivate incubation IP, analysis is to do it yourself, or to find someone to do IP?
This is also the premise of our construction of a private domain operation system and commercial realization.
During my contact with some irons, I found such a problem:
Many people want to do private domain, but also sign up for a lot of classes, learn a lot of related knowledge, but when it comes to practice, the results are often not satisfactory.
In fact, in the earliest days, Da Dong was also like this. Later, it was found that this situation occurred because it was often just blindly immersed in learning knowledge and skills, and ignored the understanding and analysis of themselves and the team.
In other words, in fact, it is not clear whether what you have learned is suitable for you and whether it can be combined with the business model in the existing business body.
This is a very taboo point for doing private domains, because each business model, each team's ability model, is obviously very personal.
So next, we'll go through the 6 most frequently discussed questions! They are:
As an individual or company, do you already have your own products and business models closed loop?
If I start from 0, am I suitable to do my own private domain IP?
The existing business model, is not all products suitable for private domain?
I already have a mature business, do I want to know the purpose of doing IP private domain?
Why are founders suitable for their own IP, and what are the advantages and challenges of founder IP?
Non-founder IP, binding mode and breakup mode, do you think about it?
< h1 toutiao-origin="h2" > one</h1>
Everyone wants to do private domain, whether you want to do IP or want to be a trader, or if you are the boss who wants to build your own private domain traffic, then as an individual or company, do you already have your own products and business model closed loop?
This is the first question you have to consider.
The crowd can be divided into two categories, the first is typically bosses or freelancers; the second type is hit workers.
The former already has its own product or business model, whether it is selling products to others or selling their time to different companies.
The boss sells the product to others, whether it is sold to the B-end or the C-end;
Then there are freelancers or some consulting companies that specialize in B-end, who sell their time and their little friends' time to different companies.
The characteristic of this type of population is that they can survive independently in society.
So if you are this kind of person, then congratulations, compared to the second type of person, you will now do private domain IP faster or smoother to monetize.
And it's important to be able to generate a continuous positive feedback loop through interactions with customers.
The second type of person, if he is still a worker.
Well, you should now need to attach yourself to a commercial body to get stable returns, you are just a link in the closed loop of the commercial body.
Although you don't have a molded product or a closed loop right now, don't be discouraged, you can still do your own private domain and IP.
Why?
In fact, there are now many individuals who have their daily life and work growth perceptions, recorded with video numbers or a certain sound, and constantly shared in the circle of friends.
In this way, in fact, you can continue to get the opportunity to learn to grow and break the circle, surrounded by a large number of examples, by creating a personal IP income multiplied.
Don't think that without a product and a commercial closed loop, I can't do my own private domain, and I shouldn't do my own IP.
Not so, because the most likely customer is your next boss.
He is in your circle of friends, so hitting workers in the private domain can also be an opportunity to help you get the next opportunity, and even become a springboard for you to start a business.
In fact, many bosses are also doing it themselves, and the side business has become the main business.
So, although you may be slower to do as a worker now, the direction is right, as long as you have more patience, it must be right to go down.
What matters is not where you are, but your direction and speed.
<h1 toutiao-origin="h2" > two</h1>
The second question, also for hit workers, if you start from scratch, are you suitable to do your own private domain and IP?
Here, I would like to provide you with this idea:
If you yourself are very fond of output and sharing, whether it is writing text, sending voice or recording video or doing live broadcasting, then you are naturally suitable for IP.
If you don't like to share, but are willing to change yourself for your own ambitions.
Teacher Da Dong actually belongs to this type of person himself, and has been doing the work of the behind-the-scenes trader for many years, but in fact, he also found out early that writing, sharing, and expressing it to the camera is an indispensable skill in the current era.
In order to plan for a longer period of 3 or 5 years, it is not too late to get on the car and practice!
Third, if you are neither fond of showing your face, nor are you good at or willing to break through your own psychological defenses, but if you are thoughtful, you can go to a trader.
This is also a development path in the private domain without IP.
In my more than 5 years of career, I have always been the role of a trader, to package IP, to do a lot of dirty work, tired work, fine work, heavy work, but this is still very valuable.
< h1 toutiao-origin="h2" > three</h1>
Well, just finished talking about how to start a cold start for workers, then the next 4 questions are for people who already have a business model, how should you think:
The third question is that there is already a business model, are all products suitable for private domain?
Not really. In the case of a private domain, either of these two conditions must be satisfied, and both satisfy the natural fit.
What is it?
The first one is to be high customer order, basic 2K blocks or even more than 1W.
The second is high repurchase.
Even if your product is not a high customer list, just like the current community group buying, buying vegetables, the typical high repurchase type, you have to buy every day. Therefore, the leaders of those group buying are also crazy to add people's WeChat, while the nearby community 10,000 people are stored in your two WeChat signals, through repurchase, you may be a month into 30,000, 50,000 is not a problem.
On the contrary, low customer orders, low repurchases, like scissors... We may not be able to use a bad one for several years; and the price of scissors is low, five dollars, ten dollars.
In general, this type of product is more suitable for taking the channel, taking the shelves of supermarkets, but it is not suitable for private domains, and no one will scan the code and Add WeChat in order to buy a pair of scissors.
Talk about the underlying logic, that is, in essence, low customer orders, low repurchase products, he does private domain may not be able to pay the gross profit of one month and even the salaries of the operation staff.
The private domain is a matter that requires manual management, and it cannot be maintained with a robot or swarm tool without verifying the minimum MVP.
Therefore, we must recognize that if the high customer order and high repurchase meet any of the conditions, it is suitable for building a private domain system, which is aimed at the boss of the existing business model.
<h1 toutiao-origin="h2" > four</h1>
The fourth question is, there is a mature business model, so have I figured out what the purpose of doing private domains is?
For founders who already have a mature closed loop, there may be two needs:
The first type is to do new business through the private domain and look for the second growth curve.
The second type is to assist the original business through the private domain, strengthen the growth of the first curve, and use the private domain as a way of refined operation.
These two are actually fundamentally different, it requires the amount of resources you invest, your time, your mental effort, and your risks are completely different.
The first category may be bloody and need to be in, but once it runs through, it will be able to create new growth points for the company.
Therefore, you must also think about the goal you want to achieve before doing it, otherwise you may blame the failure as a partner in the private domain.
But in essence, it is actually the boss himself who has not thought clearly.
<h1 toutiao-origin="h2" > five</h1>
The fifth question is, why are founders particularly suitable for their own IP, and what are the advantages and challenges of founder IP?
First of all, the advantages, the first founder itself has content, a founder who can do business closed loop must have a lot of stories, a lot of experience, these are actually a natural content.
The second founder has the material that to be able to manage a company, the knowledge reserves required and the pits stepped on will be much richer than the usual hit workers.
The third founder is that it doesn't leave the company, which is very important.
The fourth personal brand of the founder can actually help the company save a large amount of endorsement fees, like Xiaomi's Lei Jun, Gree's Dong Mingzhu.....
Fifth, in fact, the founder will generally be a serial entrepreneur, if in the next 5 years, 10 years you will always take your own entrepreneurial path, that person IP will definitely be helpful for long-term entrepreneurship.
The most typical case is actually Lao Luo, Luo Yonghao.
Even if the debt is 400 million, it can still stage the "Zhen Huan Chuan" and let yourself turn against the wind.
So as a serial entrepreneur, it is difficult to guarantee that it will always be smooth sailing, and that person's IP has actually become a bottom card for yourself.
But in addition to the benefits, being a founder must also be challenging.
The first point is the problem of time and energy, which is self-evident.
The second challenge is that thinking founders are not good at expressing themselves, such as many founders who talk less, such people are generally very good at grasping the essence.
But if you say a few words in a minute in the live broadcast room, it is likely that a person will come in and watch for 10 seconds and feel bored and leave.
And it may be difficult for you to make changes quickly in a few months, which requires a lot of deliberate practice for a long time and is a long-term result.
So, if you don't have a lot of determination, it's actually hard to get a good result in the short term.
The third challenge is that big IP is easy to be eaten.
The higher the so-called potential energy, the more miserable the fall.
In the case of everyone's attention, there may be people who are red-eyed, there may be people who want to rub the traffic on your body, and when you collapse, it will become a melon in everyone's mouth.
Wu Sign, right.
The above are some of the advantages and challenges of the founders to do IP, so these realities actually need to be clarified before starting this matter.
<h1 toutiao-origin="h2" > six</h1>
The last question is that the non-founder does IP, your binding model and breakup method, have you thought about it?
There is no unbroken feast in the world, even if the partners can walk together for 3 or 5 years, which is already a very dedicated partner.
So as a founder, you must be aware of one thing:
There is no so-called loyalty in this world, and a person who really fires up will face countless external temptations.
As the founder of the company, I hope that the non-founder of the company will do IP, and I hope that you will sort out three points:
These three points must be reflected in your contract agreement with the IP, sort it out and then start to do it, and avoid subsequent disputes.
Author: Da Dong is not a roast duck, public number: Da Dong also talks about money
This article was originally published by @Da Dong not roast duck Originally published by Everyone is a product manager, without permission, reprinting is prohibited
The title image is from Pexels, based on the CC0 protocol
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