At present, more and more college graduates are determined to start their own businesses and be their own bosses. Entrepreneurship has also been strongly supported by national policies. However, according to statistics, the average entrepreneurial success rate of college students nationwide is only about 2%. Most college students are on the road to entrepreneurship. It's difficult to move forward. An important reason for this phenomenon is that many people miss one step or do not take the first step, that is, they lack a clear plan for starting a business, or they do not have an accurate business positioning. College students should be very clear at the beginning of starting a business, what is my business?
The first point of enterprise positioning is who the enterprise serves, that is, who is the customer group it targets. Many college students seek novelty and difference when establishing projects, but the ideas are too novel and do not consider the market and demand. No matter how good the idea is, it can only be a castle in the air. Even if it is implemented, it will eventually end in disgrace because there is no market.
Only when there is sufficient market space can an enterprise have room for development. At the beginning of starting a business, college students must have an in-depth understanding of the market and make accurate judgments on the market's capacity and development space. Wuyi Talent Recruitment is the largest comprehensive recruitment and job search website in China. Its founder Wu Qiang realized when he started his business in 2000 that small and medium-sized enterprises were growing rapidly and had huge room for growth. With the deepening of reform and opening up, they must will play an increasingly important role in the national economy. Therefore, he positioned the website's corporate customer base as small and medium-sized enterprises. Facts have proved that his judgment was correct. At present, there are more than 10 million small and medium-sized enterprises in China, accounting for more than 99% of the total number of enterprises, providing nearly 80% of urban jobs, forming an extremely huge human resources market. In the past 10 years, the number of individual users of Wuyi Talent Recruitment Network has exceeded 20 million, and the number of corporate users has exceeded 2 million, and it has successfully achieved profitability for 8 consecutive years. The potential of the small and medium-sized enterprise market in the future is still huge. This shows how important it is to choose the right customer group.
The second point of corporate positioning is what products the company provides, that is, how it makes money. Once you’ve made it clear who you serve, you need to figure out what products you want to provide to your customers. Products that meet the needs of society are the primary responsibility of an enterprise and the way to survive and develop. Without good products, even if the market is as vast as the sea, we can only despair. What others don't have, I have, and what others have, I have excellence. Winning with products is the eternal law of success.
In 1984, Liu Chuanzhi realized that PC would definitely change people's work and life, and started a business with 11 scientific researchers in a rented communication room in Beijing. This is the predecessor of Lenovo, Legend. For more than 20 years, Lenovo has continuously independently developed new technologies and products, positioning the company as "engaged in the development, manufacturing and sales of the most reliable, safe and easy-to-use technology products". "Success comes from unremittingly helping customers improve productivity and improve Quality of life", always at the forefront of innovation. Today, Lenovo is the leader in China's national IT industry and the third largest personal computer manufacturer in the world. College students must create their own unique high-quality products at the beginning of starting a business. Only in this way can they quickly open up the market and get a share of the fierce market competition.
The third point of corporate positioning is to establish the corporate brand, that is, how to make target customers only choose your products and make them indispensable to you. Winning with quality is the eternal law of success and the foundation of success, but promotion is also very important. The best quality products combined with the most effective promotion can quickly establish a good reputation among the customer base and form a brand effect.
However, promotion must be done within one's capabilities and only in moderation. Taking the domestic online recruitment market as an example, according to the "2009-2010 China Online Recruitment Industry Development Report" released by iResearch, the scale of China's online recruitment market will exceed 1.5 billion yuan in 2010. This shows the development trend of China's online recruitment market. Very optimistic. However, there are many domestic recruitment websites that are losing money, and even Zhaopin Recruitment, which is among the top three in the industry, is not immune. The reason is that severely homogenized products and profit models are fundamental.
Lack of innovation in products and services, the three giants in the online recruitment industry have launched an overwhelming advertising war and a price-cutting war that is close to suicide. The money-burning competition regardless of the cost has caused serious damage to the company's vitality, continuous losses, and constant changes in management. , affecting the development process of the entire enterprise. Losing money and making a profit is not worth the loss! The reason why Wuyi Talent Recruitment Network has been able to achieve profitability for 8 consecutive years is that it always focuses on innovating customer service methods and adopts low-cost promotion methods. The result is customer loyalty and cost savings. Entrepreneurship by college students must focus on improving the quality of products and services. Whoever is closest to the needs of customers will win the support of the most customers. Otherwise, it will only be a matter of chance.
Ideals are not plans
College students who start their own businesses must also have a clear idea of the development prospects of the company, what will my company look like in the next five years, and where will it be in the entire industry in the next ten years. This concept cannot be just a fantasy, but a detailed plan based on facts. Li Xiang, the president of Paopao.com, once said that what he admires most about Jack Ma is that all his boasts have come true. Jack Ma's bold words back then were because he had already accurately positioned the development of the entire e-commerce industry and made rigorous plans for the development process of his company, so it can now become a reality. When college students start their own businesses, they should not regard their ideals as plans, but learn to separate their ideals, closely combine them with the reality of the enterprise, and transform them into achievable steps to ensure that each step can be realized. Only in this way can Cross the gap between ideals and reality.
Only when a person understands who he is can he play his role well and realize his own value. As an enterprise, only by clarifying its social role can it survive and develop in market competition. In the process of self-employment, college students must make accurate market positioning at the beginning of their business and take this first step cautiously to ensure that their business will not become a flash in the pan and be able to establish a ten-year or century-old foundation.
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