Recently, as an exclusive invited media, Yiou Network participated in the "Desperate Yeast Phase I" small dinner table sharing meeting hosted by Entrepreneurial Yeast, and the on-site guests shared and exchanged with dozens of entrepreneurs on the scene on their entrepreneurial experience and experience. Its organizer, Beijing Venture Yeast Management Consulting Co., Ltd., was established in November 2014 as an innovative post-investment management company focusing on the Internet, and its founder, Cherry Zhang, is a core executive of the former Alibaba Group.
The three guests invited at the scene are all traditional industries to transform into Internet entrepreneurship, unlike some Internet entrepreneurs, they all have certain achievements and influence in traditional industries, and have a deeper understanding of offline traditional industries.
The three are: ask him to teach the founder Chen Xiangdong, the former CEO of New Oriental, Song Tao, the founder of Meishi Meike, and Sun Hao, the founder of Media Big Media. At the sharing meeting, when Cheery, the founder of Entrepreneurial Yeast, as the host, asked the three guests about the original intention and experience of restarting Internet entrepreneurship, they made some sharing on this. As veterans who have been deeply involved in traditional industries for many years, they have now turned to Internet +, taking the initiative to transform, testing their market insight and entrepreneurial determination and confidence in the future.
Who to learn from Chen Xiangdong: I am no longer a bullshit president, I am a post-90s entrepreneur
The original intention of the second spring entrepreneurship:
1. Entrepreneurship should have the driving force and sense of responsibility. Everyone has their own heroic dreams and realizes dreams from childhood to adulthood. In the process of transformation, what is the mentality of the entrepreneur and what the original intention is, it is very important. Chen Xiangdong talked about the reason why he left New Oriental to start a business because "his heart was itchy", and this "itch" stemmed from "having a hero in his heart". When talking specifically about the responsibility of entrepreneurship, he said: We hope that parents can be better because they are better, the family can be better because of us, they can make the whole family better, they can make the village when they were young better, because they can make the company and the people around them better, everyone's dream is from small to large, and the beauty that everyone creates for this society is also from small to large, you just start thinking about yourself, and then you will slowly think of others.
2, entrepreneurship should have a zero mentality, forget the past. Chen Xiangdong said that entrepreneurship is how high you used to be, how low you were when you started your business, before you were the so-called president, and then it was Nothing. We all know that it is difficult to go from 0 to N, and it is still difficult to go from N to 0, whether entrepreneurs can go all out to start a business with a zero mentality, whether they can classify everything as a zero starting point, which tests the pattern and vision of entrepreneurs. He said: "I am a child in the countryside, step by step, and finally to the big city, to the small company, to the big company, to the big company to be the president, and finally you rest, you think of before others called you president, after you started a business, others called you by your name; before there was a big office, can you accept a small desk when starting a business; before you often put on leather shoes, put on a suit, after you start a business, can you wear a slipper and wear a big shorts to work like an engineer and programmer, in fact, these things want to understand, There are a lot of things you want to figure out. Really lower myself, I am not a bullshit president, but a post-90s entrepreneur. ”
3, lower yourself, eat bitterness again. When starting a business from a high position in the traditional industry, you will encounter a lot, there will be many adaptations for a while, Chen Xiangdong mentioned that there are two things that need to be paid attention to: 1) grounded, forget yourself first; 2) can bear hardships. When you really start a business, you have to tell yourself that there can be no pressure, and the pressure is because it comes from responsibility.
Difficulties encountered in starting a business
1. Find someone. No matter when, enterprises have always been thirsty for talents, and talents play a vital role in the development of enterprises. The partners and founding team in the early stage of entrepreneurship determine the innate nature of a startup company, and the degree of tacit understanding and collaboration ability determine the success or failure of the startup. Chen Xiangdong said that although it is difficult to find talents, talents cannot be secret, and communication contradictions should be avoided.
2. Trust. In the early days of team building, trust was the number one issue. Most of the management in the team led by Chen Xiangdong has a certain industry influence, and the unfamiliar team needs to quickly build trust. He gave Enough rights to the CTO, CMO, VP and other management, and he believed that the reputation of the executives was not low, and the poor work affected their own prestige. Chen Xiangdong found that the greater the delegation of authority to the management, the team will do better because of the sense of responsibility.
Experience in entrepreneurial practice
1. Quantitative indicators. For an enterprise KPI assessment, Chen Xiangdong stressed that everything should look at data, set goals, speak with data, and use performance to prove ability is the most reliable.
2. Keep an eye on the product. Product research and development progress, design, optimization, testing, on-line, etc., in addition to the responsibility of the product manager, Chen Xiangdong believes that the team should often discuss and understand the product progress, and take the product as the center of the business.
3. Do a good job of product publicity. Brand publicity is an image display of the enterprise to the outside world, and the enterprise builds brand influence in order to attract talents and attract users to take the initiative to come to the door.
Song Tao: In the future, regardless of traditional enterprises and Internet companies, online and offline are the necessary abilities for entrepreneurs
Why transform Internet entrepreneurship from traditional industries?
1. Solve the needs of photographers. For photographers in the market, how to let photographers get high income and better shooting experience is a problem that Song Tao wants to solve as a veteran of the photography industry. The traditional photography industry is saddled with the pressure of revenue, involving cost pressures such as store location and house rent, and unprofitable companies are closing their doors. Song Tao believes that the Internet has brought new market opportunities that can help traditional enterprises increase efficiency and save costs.
2. Improve the consumer experience of the user terminal. Based on the judgment of the nature of user demand, Song Tao feels that entrepreneurs in traditional industries can do a better job in Internet entrepreneurship. Summarizing the experience of many years of offline industry, under the general trend of Internetization, the essential demand of consumers to pursue photography consumption has not changed, and the demand is still cheaper prices, better shooting effects and shooting experience.
3, out of their own ideals. Song Tao's previous little ghost Dangjia (offline parent-child photography brand) stores have expanded to more than 50, but Song Tao still chooses to start his third business with the beauty of the moment, the previous entrepreneurship is not ideal, he blamed his own ability and market opportunities do not match, now the Internet reconstructed the model of traditional industries, the opportunity has arrived, why not do it?
The "bump" encountered when starting a business again
1. Recruitment. As Mentioned by Chen Xiangdong before, when traditional enterprises seek to transform into the Internet industry, the primary problem is the lack of technical talents, and recruiting people is the heart disease of entrepreneurs. At that time, when looking for technology, Song Tao was counted down by the post-90s applicants, and the people who looked up finally chose large companies, so he felt that he should first do the market, occupy the market, and then talk with the really capable technical personnel when there is influence and financing. In the early stage of entrepreneurship, it is difficult for entrepreneurs, especially traditional transformation entrepreneurs, to find talents who are too technologically strong. Song Tao initially adopted outsourcing as an APP, and later waited for financing, and the company already had a certain influence before going to find technical personnel and product managers.
2. Self-iteration. As an entrepreneur with many years of offline experience, if you want to transform, the first thing you face is self-challenge, from not understanding the Internet to doing Internet-related products and services, self-change has become a big hurdle, which is also a gap that Song Tao feels is difficult for traditional people to overcome. Through self-iteration, benchmark their entrepreneurial thinking and ideas against the Internet, change their identity, and let go of some conservative thinking in traditional industries, and actively contact and learn new things.
3. There are certain Internet entrepreneurial resources. At the beginning of the business, entrepreneurs faced many problems, how to take the first step to obtain financing, how to see the future development trend of the industry, and so on. Entrepreneurs should be prepared when they have entrepreneurial ideas, take the initiative to grasp some resources, take the initiative to contact the capital market, and lay a good foundation for entrepreneurship. In the subsequent entrepreneurial process, the accumulation of connections in the capital market will bring financing opportunities to enterprises, and at the same time, it can bring suggestions and judgments on the future development of the industry to the decision-makers of enterprises. Song Tao said that entrepreneurs who are prepared can make enterprises go further.
Media media Xiao Sun Hao: People who can do a good job in traditional enterprises are more likely to do a good job in the Internet + model
Why transform into the Internet?
1. Awareness of the industry. Entrepreneurs transform into Internet entrepreneurship because of how deeply entrepreneurs understand the traditional industries transformed by the Internet. Excellent entrepreneurs in traditional industries usually have a clear understanding of the problems existing in traditional industries, can understand the pain points of traditional industries, and can recognize whether the Internet can solve the shortcomings, shortcomings and deficiencies in traditional industries, and help enterprises transform and upgrade. Entrepreneurs from pure Internet backgrounds may pay more attention to Internet channels, models, etc., and tend to ignore the characteristics of the industry. Sun Hao believes that talents who can do a good job in traditional enterprises have the ability to do a good job in the Internet + model of enterprises, because the essence of business will not change, and consumers still have the needs of the past.
2. Make up your mind about valuable entrepreneurship. Entrepreneurship requires determination and the courage to break through the boat, so that we can go all out and devote ourselves to entrepreneurship. Some long-term drawbacks of traditional media have made Sun Hao determined to change, and more efficient improvements and innovations with the help of the Internet are more valuable to the media industry.
A breakthrough in the entrepreneurial dilemma
1. The environment for entrepreneurship. Sun Hao's first venture was in 2000, he encountered the Asian financial turmoil, and now he is starting a business for the second time, the stock market is sluggish, followed by a capital winter. The more in the harsh entrepreneurial environment, the more it can give birth to a strong enterprise, and the stronger the viability of the enterprise. Sun Hao's rule is to do something simple that anyone can do, but to make money that is not favored by most people.
2, entrepreneurship to find their own Jinggangshan. Jinggangshan is a revolutionary base area, and entrepreneurship also needs a base area and a base camp. Ma Yun once mentioned that Ali, which is the main runway, cannot run up, and other companies must find their own runway. At the beginning of entrepreneurship, there are fewer people, less money, less resources, and less everything, and it is precisely because of this that it is necessary to establish competitive barriers that others cannot come up in this difficult period, and to preserve the strength and wait for the opportunity to counterattack. Sun Hao believes that an entrepreneur should deeply understand and be optimistic about his own enterprise, and for investment, he must prefer to be short and not indiscriminate. As long as the company survives the initial financial difficulties, the subsequent development will grow in multiples.
3. Core barriers are the key. When start-ups are promoted in the early stage of marketing, they must quickly build their own competitive barriers, otherwise once the giants enter, the core competitiveness is insufficient, it will be difficult to resist the reshuffle of the giants, and even the bottom card of cooperation cannot be saved. Sun Hao is the transformation of the traditional media industry, he believes that the cost of industry communication is too large, the time is long, the process is long, and the ability to solve is to establish competitiveness. If you solve the pain points of the industry and have market capabilities, you can have core barriers.
At the entrepreneurship yeast sharing meeting, the three guests told their entrepreneurial stories, and from their sharing, it can be seen that the transformation of traditional industries is indeed not easy, the most important of which is to recruit people, find money, find resources, these are the problems they encounter together.
Yiou Network believes that when traditional enterprises carry out industrial upgrading and transformation, they should be based on offline, lay a good foundation, and realize whether the Internet can solve the pain points of the industry, whether it can meet the differentiated needs of consumers and users, not contrary to the essence of business, and take products and services as the foundation of enterprise development. Optimizing on the basis of fully understanding offline and online will make the future path of enterprises clearer.
The author of this article is Yang Yongping, columnist of Yiou Network; WeChat: y2p-yang (please indicate "name-company-position" for convenient remarks when adding); please indicate the author's name and "source: Yiou Network"; the content of the article is the author's personal opinion, and does not mean that Yiou Network endorses or supports the views.