#头条创作挑战赛#
Recently, I studied "Self-Flow Entrepreneurship" by Mr. Xiaomayu, and I have gained a lot.
In today's era of mobile social networking, isn't it a win-win thing to build a business model based on social media to start a personal business, enjoy the dividends of the times, and live the lifestyle you want while running your own business?
01 What is self-traffic entrepreneurship?
In my opinion, self-traffic entrepreneurship is to establish and operate a business based on personal interests through Internet channels such as websites, social media, e-commerce, and electronic publishing, and promote and sell your own products or services to obtain income.
Self-traffic entrepreneurship has the following characteristics:
(1) In addition to having a career they like and earning considerable income from it, self-traffic entrepreneurs can also obtain an independent, free, safe and confident life.
(2) Use the Internet to create personal IP on social media, which does not require physical entities and is not limited by time and space distance, so as to achieve low-cost entrepreneurship.
(3) Content has become the most important way to attract traffic, and through direct interaction with fans, mutual trust is established.
In summary, self-flow entrepreneurship is a novel personal business model, where everyone can connect with market demand based on their own interests and specialties to achieve a closed business loop.
Through self-flow entrepreneurship, everyone can "live" a one-person company, become their own CEO, do what they love and are good at, obtain a stable flow of customers, and achieve continuous growth in profits.
02 Look for the direction of self-traffic entrepreneurship
The ideal entrepreneurial direction of self-flow entrepreneurship is to find the intersection of your passion, expertise and market demand.
"Your passion" is your ideal, and "your strength" is where your ability lies. When your ideals and capabilities match the market demand, it is the best business monetization opportunity.
For example, you are keen on Chinese medicine and are good at making all kinds of health food. And now everyone in society is under pressure and more and more concerned about health, and too many people need to take care of their bodies.
As a result, you can find the combination of your "love", "advantage" and "market demand", and the production and sales of health and wellness products will definitely have a big market.
When looking for your entrepreneurial direction, you need to do a careful analysis of yourself:
- What are you good at? What are your strengths in your career? Do you have any unique experiences of yourself?
- If you are very interested in something, or have some professional skills, for example, a hobby that you have invested time and energy into for a long time, for example, you have loved drawing since you were a child.
- Write down your own unique experiences, skills, hobbies, etc., and take a closer look. The more thorough you comb, the better you know what you need to do in the future.
- Then you design it in the form of a physical product or a knowledge product, and if someone needs it, you can send it out in a low-cost, commercially compliant form.
Isn't this your personal business model? When you find a business model and continue to operate it, when you have a group of loyal users, won't your business start slowly?
03 "Golden Triangle of Self-Flow Entrepreneurship" model
Once you've found your ideal entrepreneurial direction, the next step is the question of how to run your business.
Because it is not enough to have an entrepreneurial direction, you have to solve the problem of product and traffic, and this step can be solved through the "self-flow golden triangle model".
This model can help you find the most important and compounding things for self-flow entrepreneurship "quickly, accurately, and ruthlessly" in the case of limited energy.
Those who do operations are generally exposed to such a formula: sales = traffic× conversion rate × customer unit price.
This formula is also suitable for self-flow entrepreneurship.
In the era of mobile social networking, the most important factors affecting self-traffic entrepreneurial traffic, conversion rate and customer unit price correspond to personal IP, private domain traffic pool and product matrix, respectively.
That is, as long as you grasp these three factors and get them right, your sales will increase.
Other words:
Self-traffic entrepreneurship = personal IP + private domain traffic pool + product matrix
1. Personal IP
What does personal IP refer to?Personal IP refers to influential individuals with professional abilities and unique values in a certain niche.
Personal IP is the most important starting point for influencing the conversion rate of individual entrepreneurship, and the strength of personal IP directly determines the conversion rate.
For example, if two community owners or anchors sell the same product, it must be that the personal IP is stronger and sells more and sells well.
For another example, when some community group owners or anchors sell a certain product, even if the information on the product detail page is pitiful, there are still many people who place orders.
Why? is because they have a strong personal IP, users transfer their trust to the product, so they place orders directly.
Personal IP is the living gold signboard of the product. People with strong personal IPs have lower trust costs and stronger bargaining power when transacting with users.
So, how to create a personal IP? The most important thing is to find your own special label and determine the differentiation advantage of the market!
Everyone can determine their own differentiated positioning and create their own unique IP by thinking about "who I am", "what is my core competitiveness", "what unique experience do I have" and so on.
Specifically, you can analyze and refine your "personal IP" from the following aspects:
After refining your personal IP, you can output content based on your personal IP keywords when you describe your social media account, topic selection, and self-introduction, so as to form a clearer and more distinctive brand image in the minds of users.
2. Private flow pond
For self-traffic entrepreneurs, the main grip of traffic is almost only the private domain.
When a self-traffic entrepreneur launches a product or campaign, only the private domain traffic pool can be used for you at any time, and the rest of the traffic is uncertain.
Of course, if you have a strong ability to operate the public domain, you can make accounts such as Douyin, Bilibili, and Xiaohongshu, which can bring you a steady stream of traffic.
However, for most entrepreneurs, it is difficult to get traffic on typical public domain platforms such as Douyin, Bilibili, and Xiaohongshu, which not only has a low success rate, but also has low input-output efficiency.
The private domain, because there is already a certain foundation of trust with users, can be repeatedly reached, and can be used for oneself at any time.
Therefore, the private domain is the closest place to the transaction, especially those businesses with a high customer unit price, it is often difficult to directly close the transaction in the public domain.
Therefore, as a self-traffic entrepreneur, you should focus on doing a good job in private domain traffic and expand the private domain base through social communication. If you still have the capacity to spare, you can devote some more time to running the public domain.
At present, the best private domain is the WeChat ecosystem, which can not only publish content, but also operate the community, and also facilitate transactions, forming a closed loop.
3. Product matrix
Average order value refers to the amount of money a user spends with you over a period of time.
In self-traffic entrepreneurship, the most important starting point for influencing the unit price of customers is the product matrix, that is, to meet the diverse needs of users in different scenarios through a variety of products.
Self-flowing products can be both physical and knowledge-based products.
Here we focus on the knowledge product matrix.
Common knowledge products are:
(1) Micro-consultation: 1VS1 short-term consultation for users at a lower price, and help users solve specific problems in a "short and fast" manner.
(2) Paid community: Use ecological thinking to establish a low-threshold paid community to meet the needs of similar users who want to have a relatively pure space and obtain high-quality contacts or business opportunities.
(3) Online training camp: When you have accumulated a certain target group, and they have a certain amount of time to learn online system or accompany the superintendent, you can launch an online training camp.
The delivery of online bootcamps is heavier than micro-consultations, and the intensity is greater than that of ordinary paid communities.
(4) Offline training camps: When you have a certain number of online users, you can tour and open offline training camps in major cities to meet the needs of users who like the offline atmosphere, need to be urged by others to absorb knowledge, or want to communicate face-to-face with teachers.
The price of an in-person bootcamp is usually higher than that of an online bootcamp.
(5) Copyright: You can also form your knowledge into copyright, such as audio lessons, books, etc., to influence more users and meet the needs of users to obtain systematic knowledge at a low cost.
With a product matrix, you can meet the needs of customers in different scenarios, and you will have the possibility of revenue multiplication, so that your business closed loop can be sustainable.
4. The "Golden Triangle of Self-Flow Entrepreneurship" must be balanced
In order to operate efficiently, the three corners of the "Golden Triangle Model of Self-Traffic": personal IP, private domain traffic pool and product matrix must be balanced, and the three corners must not be lame. As long as one of the horns is lame, the business will not be able to function effectively.
For example, if your personal IP is a hindrance, then users may only hear about you, not close to you, trust is not high enough, and the user base is lifeless.
For another example, if your private domain traffic pool is pulled back, your personal IP and products will be "raised in the depths of the doudoir". To monetize, you can only distribute through external channels, so that the initiative is not in your own hands.
And if your product matrix is pulled back, you will find that even if users want to pay for you, but they don't know what products to buy, or after purchasing a product once, there is no other product to meet the user's subsequent needs, and the user's interest in continuing to stay in your private domain traffic pool will decay.
In fact, trading is the best way to close the distance, when users buy your products with real money, feel the quality of your products, and get revenue or growth from it, it can generate deeper trust and are willing to spend more money for you.
For the Golden Triangle model to work effectively, the three corners must reach at least 60 points.
You can compare the above criteria and score the current situation of each corner of yourself to see which corner you have shortcomings.
If you find that there is a foot that is dragging your legs, you must quickly make up for it, otherwise it will be difficult to form a closed loop.
When the score of each corner exceeds 60 points, it is considered to have completed the start of self-traffic entrepreneurship "from 0 to 1".
Then, through continuous iteration, the scores of the three corners continue to rise, and when it reaches 70 or 80 points, your monetization ability will continue to rise.