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Business model knowledge map
How do modern enterprises create their own business models? This chart summarizes strategic choices, market research, customer positioning and management, overall product value innovation, pricing, profit model, etc.
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Business model knowledge map
- bacteria
This is a mind map about bacteria, and its main contents include: overview, morphology, types, structure, reproduction, distribution, application, and expansion. The summary is comprehensive and meticulous, suitable as review materials.
- Plant asexual reproduction
This is a mind map about plant asexual reproduction, and its main contents include: concept, spore reproduction, vegetative reproduction, tissue culture, and buds. The summary is comprehensive and meticulous, suitable as review materials.
- Reproductive development of animals
This is a mind map about the reproductive development of animals, and its main contents include: insects, frogs, birds, sexual reproduction, and asexual reproduction. The summary is comprehensive and meticulous, suitable as review materials.
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- Outline
How is modern business Build your own business model?
The first step: strategic choice
business model
In layman's terms, it's a way to make a lot of money.
entrepreneur
Take care of the future
professional manager
Mind the current affairs
Choice is more important than effort
The best model in the world is the "Mommy-Miss Model"
Three current business models
OEM model: always the lowest profit
ODM model = OEM produces designs but does not have its own brand
OBM model: brand operation model
The ultimate competition in market competition is the competition of brands.
Brand-centric
Foundation
Profit model
product value
Innovation model
The second step is market research
View
Keep an eye on competitors
Intelligence is the most important, "The Art of War" uses rape
Continuous progress
Customers are never satisfied, that’s human nature
You can’t use all the services and all the tricks at once
The Art of War
Complementary capabilities
Only when the industrial chain is complementary can we cooperate.
There are only competitors in the same industry chain but no cooperation.
Cooperation is always based on complementary capabilities
Abilities are not complementary, there is only competition. To compete, you need intelligence.
Always be better than your competitors
The essence of marketing
business model
Business models are a weapon for competitors. Without competition, there would be no good business model
Businesses succeed by meeting customer needs, but fail by ignoring competitors.
Concentrate the advantages of all competitors into one and turn yourself into a strong one.
Companies that copy well follow and imitate. The success rate of copying is 44%, but the success rate of active innovation is only 11%.
Market research measures
Establish an intelligence department: provide a latest competitor research report every month
It is impossible to make progress by standing still and working behind closed doors.
The starting point of business is competition, and the market is a "zero-sum game"
zero sum game
市场的容量是有一定规模的。如果一家占据了全部容量，其他所有家就是零了。
Only the top three or five will survive
Which channels can be used to research competitors?
(1) Opponent website
(2)Media reports
(3) Opponent’s employees (especially those who resigned)
(4) Go to the competitor as a customer to experience it
(5) Opponent’s customers
(6) Opponent’s upstream and downstream suppliers
(7)Industry associations
(8)Market research company
(9) Law Firm
(10) Opponent’s acquaintance or relative
(11)Manufacturer expo or exhibition (you can learn about all competitors as quickly as possible)
Research content
(1)Customer resources
(2) Product series
(3) Performance management tools
(4) Pricing
(5) Sales channels
(6)Core technology
(7) Marketing strategies and tactics
(8)Financial data
(9)Brand value
(10) Core talent resources (core team)
Anti-research management
Things are accomplished with secrets, words are used to reveal failures.
The better you do, the more your opponents will pay more and more attention to you and investigate you.
The third step: customer positioning and management
View
Change your mindset
Your value system must be customer-oriented! Don’t start from yourself, start from your customers!
The capacity of China's middle class will become larger and larger in the next ten years! Countless brands will be produced in the future mid-to-high-end market.
Customer positioning
In any industry, you must choose an industry with the ability to command a premium.
Customers are like stocks. They chase high prices rather than low prices. Only industries that can command a premium can create miracles.
Everything is profit-oriented, targeting middle-class customers, abdominal weight loss
The continued success of any enterprise must be in the mid-range, middle-business end, or high-end.
Don’t look at whether the business is good or not, but look at the profits! Do you have big profits or big turnover?
The rationale behind high-end clients
High-end customers are not sensitive to price but very sensitive to value.
Low-end customers are hyper-sensitive to price and insensitive to value. If 95% of your company's customers are low-end customers, you will go out of business no matter how capable you are.
There is energy in the universe
Why is your business tired?
Because 80% of your company’s low-end customers are too many
Different customers will have different profits
Companies all over the world are upgrading, from low-end to high-end. Seize the highest 20% of customer profits.
How to manage customers
Customers will only have different profits if they are treated differently.
Divide customers into four levels
(1) Platinum customers: stay.
(2) Diamond customers: stay.
(3) Gold customers: promotion.
(4) Wood customers: cut down.
Cut off the wood customers, promote the gold customers, and keep the diamond and platinum customers.
People only want to go to places like this to spend money
VIP value
The fourth step: overall innovation of product value
What is a product?
Function is only 1/5 of the product. If it reaches the level of brand strategy, function may only account for 1/10.
Services are also products, derivatives. Customers already regard service as part of the product
Package
Product selling point
product name
product culture
Culture will become the highest product and the core strategy of the product
Product features
Many traditional entrepreneurs have dug into functions. If you think functionality is important, you will focus on R&D and production.
Functions that meet basic needs are enough
Must shift from product thinking to spiritual needs thinking
Times are changing. Customer needs are changing. Values are changing
Go with the flow
Package
For small and medium-sized enterprises, the R&D department with research functions and quality should be cut off, and all funds should be invested in product packaging and market development.
Don’t start with research and development, just copy. When you have money, you can open an R&D department
Packaging should be placed at a strategic level: If you don’t have money to build a brand, do packaging first.
“When you see the visual effect of this product, you have the desire to buy it.”
“The packaging value of a product always exceeds its functional value.”
Function, quality and service can only be known after purchase, while packaging is a purchasing behavior that directly produces lethality.
Packaging is the most important core of the product value chain besides brand. It is the key point among the key points.
name
A good name is half the battle. A good name can seize customers' mental resources immediately and reduce communication costs.
Most successful companies have two words. The cost of spreading a brand with more than 4 words is too high.
Serve
The 21st century is an era of excess products and insufficient services.
Therefore, services are the biggest differentiation in the era of homogeneity. If it is difficult for a product to be strategic, difficult to create culture, difficult to achieve a premium price, and difficult to create spiritual enjoyment, then we can only work hard on service. Rely on the spirit of service to enjoy premium prices and allow customers to generate continuous purchasing power.
Product selling points
A selling point is a reason to give customers a higher price. There is no reason why customers can only choose low prices.
Example: Mengniu: "A cup of milk every day strengthens Chinese people." Health is its selling point.
Primary Stage:
Usually the selling point of the product is made into an advertising slogan. Once you have a culture, you must make the brand's core values into advertising slogans.
Step 5: Pricing
"Small profits but quick turnover" is a wrong concept.
There are two fools in the mall. One is called too low pricing, the other is called suicide by price reduction.
Countless people determine the value of goods based on price. If your price is too low, your confidence is too low, which is a sign of disapproval of your own quality.
Lowering prices will cause customers to lose confidence in your company, and they will lower prices only if they think it is no longer possible. If it really can't be sold, change the brand name of the old product and launch a new product at a lower price. Customers should chase high prices rather than low prices, and do not let old products drop in price.
Pricing method
Open high, go low pricing method
If you set a low price at the beginning, it will be difficult to increase it later. It is recommended to set a high price, but provide discounts during the promotion period to make customers feel that they are taking advantage, and customers will be able to accept price increases in the future. Remember: "Customers don't buy cheap things, customers take advantage."
Pricing is the biggest lever for profit
For example: price 10 yuan - cost 8 yuan = profit 2 yuan.
Price 11 yuan - cost 8 yuan = profit 3 yuan. This formula shows: the pricing only increased by 10%, but the profit increased by 50%.
If an ethical entrepreneur wants to sell the cheapest thing to customers, you will definitely go out of business first.
Companies with small profits do not have talents, services and technology, so to be competitive, companies must have money
It is a crime for an entrepreneur not to make money. He must first assume corporate responsibilities and then assume social responsibilities.
Consumer psychology: high price = high value; low price = low value.
psychology of hunger
Customers think that rare products are high-value products, noble products, and noble products mean high prices. Therefore, companies must create hunger and thirst appropriately. Customers chase high prices rather than low prices. The more you raise the price, the more they will buy. The more you lower the price, the less he will buy it. Customers do not understand the inner meaning of the product at all, and only see the value of the product based on the price.
You should never expect customers to sympathize with you
A customer will never sympathize with the weak, he will only support the strong. The stronger I am, the more customers support me! The weaker I am, the more customers leave me!
target customer pricing
Set the price you want to sell to who you want to sell to
Old man and old lady: low price
High end: high price
new marketing theory
Everything is priced from the customer's perspective, taking into account the maximum price that the customer can afford.
Instead of traditional product-centered: "cost-profit" pricing.
Only customer-centered marketing is truly successful marketing
Example: LV pricing: "Don't tell me what the cost is. Just tell me the highest purchase price that customers can afford."
Differentiated Pricing
When you can find the differences between products, you can set different prices and find a greater source of profit.
For example: Different packaging materials and sizes can be priced differently; barber shops can set different prices based on the level of technicians.
decimal point pricing
99.8 is more appropriate than 100 yuan.
The customer's psychological endurance has been enhanced: the price does not exceed 100 yuan. Aggregated pricing: 12800, 9800 is the same as this example.
value pricing
Use the comprehensive value of your products, services, and products to set prices. It is beneficial to the continued growth of the enterprise.
Price adjustment period
New product price adjustment
Improvement of old products
Step Six Profit Model
free mode
When customers don't buy products, it's not because they don't want to buy them, but because they don't know you well enough and don't trust you because your threshold is too high. Let him enter for free first, understand and agree with you, and then you can buy and complete the transaction.
It was free at first, and then it was charged! Let people walk in step by step, step by step, and never get out again.
copy mode
Enterprises with low cultural levels only copy the functions of products, while enterprises with high levels also copy product strategies and marketing models.
Example: ZARA has neither a factory nor a designer, with an annual turnover of 60 billion, and its success is being replicated.
How to copy first-line brands
(1) Fabric
(2)Design
(3) Sales model (such as the hunger sales method due to shortage of LV manufacturing products)
(4) Select the store style and size (5) Select the location address (open next to LV)
Copy mid-range products
Tool-based manufacturing: First-line manual manufacturing is too expensive. Use mid-range and cheap industrial manufacturing
Price of mid-range products
Ultimately, ZRAR is not a simple copy, it is a hybrid of a first-line brand and a mid-range brand copy.
Small and medium-sized enterprises rely on copying
Only large companies engage in R&D
To eliminate R&D, it is best to eliminate production as well.
Small and medium-sized enterprises should focus all resources on brand marketing, concentrate all resources on fighting a war of annihilation, do the most lethal things, and generate the greatest returns.
Third-party payment model
That is, a third party other than the customer pays the customer's operating expenses, and the customer is free.
For example: viewers can watch the TV series for free, and advertisers sponsor the TV series, which is a third-party payment.
Example: Google, Baidu: All Internet access and searches are free. Who will pay for it? Enterprises and advertisers.
For example: Carrefour supermarket has the lowest price. The supermarket does not make money. Its strategy is to use low prices to expand the flow of people. Carrefour's profits come from profits from surrounding shops and house rentals driven by supermarkets.
If you don’t have money, you just don’t have a flexible mind. How to leverage your strength and use other people's money to do your own things is a master
Direct sales model
Way
Telephone
network
The most lethal. The network will cancel the midrange. Anything can be sold online. It is the trend of the future. (Telephone sales are extremely difficult to manage and it is recommended not to use them)
Magazine
newspaper
conference marketing
Can be used in all industries. As long as you dare to use it, your storage performance will soar. Translate the most customers at the fastest speed at one time. When three or four people sign the order, there is a kind of impetus, and others will follow. The field's magnetic field comes to propel you and you have to sign up.
Human sea strategy (Amway, Avon, etc.)
Amway Company: Human Sea Strategy
"Mommy-Miss" mode
TV direct marketing
In the next 10 years, 70% of the mid-range market will be wiped out by direct sales
another trend
Many supermarkets, specialty stores, and shopping malls are moving to office buildings. They may even move into a community. Because the cost of transportation and logistics is too high.
channel model
A company has three intangible assets
people
brand
channel
Channels are cash flow and profits.
Channel investment methods
(1) Create a model market first
(2) Advertising campaign
(3) Participate in the Canton Fair
(4) Invite high-quality customers
(5)Hold investment conference
(6) Create a big brand image
borrow channel method
Use another company's channel to cooperate and sell your own company's products on behalf of others. The more common the channel among clients, the easier it is to integrate. Also called the big money tying model.
Step 7 Brand Strategy
View
The ultimate competition among enterprises is the competition among brands. There are no 100-year-old factories in the world, only 100-year-old brands
It is easy to build a brand in an immature market, but there will be no chance when it matures.
The more chaotic a brand is, the more opportunities there are; the more mature it is, the less opportunities there are.
Brand and quality?
brand trademark strategy
Single brand trademark: According to different categories of clients, products are subdivided into many trademarks.
Example: The world's most successful cases are Procter & Gamble: Pantene, Head & Shoulders, Olay, Vassoon, and Rejoice.
Example: Belle: The shoes of more than ten brands are all from Belle.
Counter example: No one likes to buy Porsche brand clothes. It feels very stiff no matter how you wear it.
Brand cultural strategy
Brand Story: Customers remember you by your story. Because everyone likes to listen to stories, and the more historical they are, the greater their meaning. you have to dig
Brand culture: It is the core value of the brand. The core value of the brand is the core value of brand communication. It is judged and refined based on why customers buy this product and their needs.
Example: Pepsi sells passion; Nike sells passion and energy;
Armani: Chic men wear Armani; Starbucks sells petty bourgeoisie culture;
Looking for a selling point for range hoods: making women healthier;
The values of convergence training: reject theory, focus on practice, and help customers increase profits.
For example, if you sell mineral water: the first choice is to sell health. If your opponent is already selling health, you can sell passion.
Why does a person have friends? Two conditions
First, you have your own core values;
The second is that friends recognize and support his core values.
Otherwise, this person has no close friend. Why does the brand have no consumers? No fans? No supporters? It’s because you have no personality and no core values. Having it will attract people who share the same values as you. The more people who support your core values, the faster you can market your brand.
Highly strategic branding
through cultural strategy
Language and written expression capture the mental height of customers. Let customers have a sense of respect for your company in the first place.
Three Expressions of High Strategy
scale expression
Scale represents strength, and strength represents trust. "Customers always think that bigger companies are better companies." A person who knows marketing well will definitely introduce the scale as soon as possible to seize the minds of customers. Note: Introduce the results to seize the opportunity: don’t talk about history first, talk about results first!
A: Expressed in terms of number of employees B: Expressed in terms of turnover C: Expressed in terms of number of companies D: Factory scale
speed expression
Express speed without scale. Customers and employees always choose to support the strong. Banks always hate the poor and love the rich. Speed leads to resource enrichment.
First, it can attract employees; second, it can attract customers; third, it can attract suppliers; fourth, it can attract the government. In the minds of customers, it believes that the fastest is the best. The only way SMEs can grow is with speed. Without speed, there is no talent.
leadership expression
Keep telling your customers that I am a leading brand. Or tell your customers that I am the number one brand. (If you don’t have the first two, there is another trick.) Consumers like to be first, so being first is the most direct way to build customer trust. You must tell yourself that you are the first, and you must create a first even if you don’t have the first.
For example
Example: "Top 20 Brands in China's Door Industry" is purely suicidal. If you are indeed not number one, look for differentiation. Such as "No. 1 in China's elm door industry"
Example: Huiju: is not the number one brand in China’s training industry. But it can be positioned as “China’s No. 1 brand in practical training”.
Example: Lilang Suit: No. 1 in business suits. (There is only one of you, you are probably the first, and you are also the last)
Example: You can also change the way to express first instead of using the first one.
Such as: "World famous brand, Bosden", "Convergence, the Rolls-Royce of China's training industry"
Three Expressions of High Strategy
scale expression
Scale represents strength, and strength represents trust. "Customers always think that bigger companies are better companies." A person who knows marketing well will definitely introduce the scale as soon as possible to seize the minds of customers. Note: Introduce the results to seize the opportunity: don’t talk about history first, talk about results first!
A: Expressed in terms of number of employees B: Expressed in terms of turnover C: Expressed in terms of number of companies D: Factory scale
speed expression
Express speed without scale. Customers and employees always choose to support the strong. Banks always hate the poor and love the rich. Speed leads to resource enrichment.
First, it can attract employees; second, it can attract customers; third, it can attract suppliers; fourth, it can attract the government. In the minds of customers, it believes that the fastest is the best. The only way SMEs can grow is with speed. Without speed, there is no talent.
leadership expression
Keep telling your customers that I am a leading brand. Or tell your customers that I am the number one brand. (If you don’t have the first two, there is another trick.) Consumers like to be first, so being first is the most direct way to build customer trust. You must tell yourself that you are the first, and you must create a first even if you don’t have the first.
For example
Example: "Top 20 Brands in China's Door Industry" is purely suicidal. If you are indeed not number one, look for differentiation. Such as "No. 1 in China's elm door industry"
Example: Huiju: is not the number one brand in China’s training industry. But it can be positioned as “China’s No. 1 brand in practical training”.
Example: Lilang Suit: No. 1 in business suits. (There is only one of you, you are probably the first, and you are also the last)
Example: You can also change the way to express first instead of using the first one.
Such as: "World famous brand, Bosden", "Convergence, the Rolls-Royce of China's training industry"
Differentiation Strategy
Interpretation: It is to find the advantages of products from different angles, focus on them to the extreme, and then create value to customers and sell the same products differently. We can't change the product, but we can change the way we think about it. If you look at it from a different angle, the result will be completely different.
Example: Blind men touching an elephant: Everyone has a completely different understanding of an elephant because they see different points. We can't change the elephant, but we can change the perspective from which we look at the elephant.
There is no bad product in the world, it’s just that you don’t know how to explore its advantages and shape its value. An entrepreneur and marketing master is to lead other people's thoughts, turn shortcomings into advantages, and maximize the advantages.
Three major ways of playing
(1) Focus on differences: solidify differences
Find and give a certain difference to the product from a certain angle, and amplify, amplify, and amplify the difference again and again.
When the difference is repeated to a certain extent, it will produce a qualitative change in the customer's mind, forming the only advantage of the product.
For example
Example: Mercedes-Benz focuses on "nobleness"; BMW focuses on "speed"; Volvo is neither safe nor fast, find "safety"
Safeguard Focus: “Sterilization”
Viewpoint: Continuously shape its differentiation and seize your mind. If you tell a lie a hundred times, it will become true. This is the power of the subconscious mind. The subconscious mind cannot tell the difference between true and false.
Viewpoint: In the world of brands, there is no real brand at all, only customers’ recognition and recognition of the brand. What is a brand? Brand is customer recognition. Example: "Drink Wanglaoji for fear of getting angry"
Opinion: Why do customers think your product is expensive? Because you have no reason to give customers a higher value.
Nine operating secrets
A: Differences from the perspective of raw materials: Emphasizing the quality of raw materials can bring customers a sense of trust. Especially daily necessities.
B: Difference from the perspective of production process (production method): Psychology of production method: Customers believe that the more complicated the production process, the better the result of the product. Example: 98 processes, 48 washes.
C: Product functional differentiation: any product has comprehensive functions. But highlighting one of the functions can get twice the result with half the effort. Find out the unique functional advantages of this product, then focus and amplify them. Such as Head & Shoulders for dandruff removal. For example, the focus is on "actual combat and increasing profits."
D: Differences from a historical perspective: In people's ideological system, there is a traditional psychology of which country makes the best product and which country made the best product in the most historical era. For example: watches are Swiss. Tianjin's Haiou brand watches are the most expensive in the country and have a high positioning. The fact that they are not selling well is not a problem of its ability, but that history has overturned it. Historical impressions have defeated it.
According to traditional psychology, customers always judge the quality of today's products based on past history. So it doesn’t matter where the product is produced, but your registration place and trademark place are very important.
E: Difference from a perceptual perspective: Everyone has an emotional side. Especially the Chinese. Emphasizing perceptibility can enhance customers' trust in the product. For example, "Mom steams vegetables: Mom's cooking is better!"
F: Difference from the perspective of success: If you can't find the appeal point, just use "use my product and you will be successful!" For example: "China CEO Club" and "China President Car". It gives the impression that such a product represents a successful image, and the more you use it, the more successful it becomes.
G: Differentiate from the perspective of environmental protection: All products that are in direct contact with customers can be differentiated from the perspective of environmental protection.
H: Difference from the perspective of experts: "** company, experts in **"
Summary: Success is created by differences, but perfection is created. In the customer's mind, if you do this well, he will think that you have done everything well. Collectively known as: "Halo Effect"
Market Innovation: Changing Customer Perceptions
How to change: change the name; change the quantity; change the packaging; change the method of use.
Global Thoughts
Viewpoint: Whether a person is successful or not has nothing to do with his ability, but a lot to do with his thinking.
Viewpoint: Only by looking at the future can you succeed now. To master advanced information.
Viewpoint: Seeing Ningbo from the world is completely different from seeing the world from Ningbo. Jack Ma came into contact with the Internet in the United States, which led to the future Alibaba. Entrepreneurs should have a global mindset and look at China from the perspective of the world.
Opinion: There are many industries that are simply impossible to enter into the high-end market in China. Because the Chinese don’t recognize it! It’s impossible to register a brand in China and want to become LV. If you make clothing, you should register the trademark in Italy, bring the designer to Italy, and then authorize the foreign company to produce in China.
Opinion: To determine whether a company is Chinese, you don’t have to look at where it is registered. You have to look at whether the person at the helm of the company has Chinese nationality.
Viewpoint: Heroes follow the trend of the times. In this world, only times create heroes. A hero always seeks the law. Everyone is insignificant in front of the rules, and you can’t do anything if you don’t bow your head. Strategic entrepreneurs are people who act according to rules.