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小老鼠扳倒大笨象:以小胜大的企业成功秘密

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小老鼠扳倒大笨象:以小胜大的企业成功秘密

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《小老鼠扳倒大笨象:以小胜大的企业成功秘密》介绍了多家美国中小企业成功的创业及经营经验,为有志于创立中小企业的中国创业者提供了丰富的经营管理资讯。既有来自传统行业(如食品店、餐馆、童装店、女性饰品店、自行车专卖店、书店等)小企业经营者的第一手经验,更有来自eBay、Craigslist、Grandparents等网店的新锐经营者的成功秘诀,对于经营实战有很好的启发和借鉴作用。
书中提供了很多有价值的资料,如:营销大师哈维·麦凯的66项顾客资料表、美国小企业管理局网站提供的免费互动式自我评估工具等,便于中小企业创业者和经营者参考使用。全书语言生动流畅,所有值得重点推荐的内容均用加粗字体标示,方便读者汲取书中精华内容。
Content Description

企业要想成功,靠的是脑力,而不是蛮力,只要你能掌握成功的窍门,找到那把开启成功大门的钥匙,即便你是“小老鼠”,照样可以扳倒“大笨象”。
《小老鼠扳倒大笨象》一书作者——美国知名专栏作家苏珊·马克思和亨利·杜伯洛夫在汲取美国数十家中小企业成功经验及自身商务经验的基础上,为渴望成长与成功的中小企业设计了以小搏大的五大作战计划:对员工充分授权、建立有效的品牌、找到顾客并做有效的销售、掌控好现金流量、持续不断地创新。中小企业掌握了以上关键性要素,根据这五大作战计划,便能发展出属于自己的战略团队,从而在与大型竞争对手的对抗中取得胜利。
Author Description

亨利·杜伯洛夫
美国《太平洋海岸商业时代周刊》创办人兼编辑。此前曾任《丹佛商业日报》编辑以及《丹佛邮报》商业版编辑,是美国知名财经记者。
Catalogue

写在前面的话
致中国读者

第一部分 找到你的战场
第一章
小老鼠拥有的惊人战力
扳倒大笨象的秘诀
有时接受失败是为了选择重新开始
充分利用小的优势
小老鼠往往可以掀起巨浪
勇敢地跳出来战斗吧
别再有任何借口了
这是每天都在打仗的战场
不战而胜?别想得太美了
透视大企业,认清你的竞争对手
本章概要:小老鼠的储备库
第二章
你必须克服恐惧、选择坚忍
明智地选择你的利基市场
了解你的顾客、竞争对手和其他更多的事
以前的职场经验是你的重要武器
你能承受必要的牺牲吗
艰难时刻必须做的决断
占据好地点,可以事半功倍
你的钱从哪里来
灵活和你的直觉
大象的弱点可能就是你的强项
本章概要:小老鼠的储备库
第二部分 拟订作战计划
第三章
了解现今的职场现状
打造真正属于你自己的乐团
人力资源重要无比
借助外力
对员工充分授权
给予员工正确的引导
打造以人为本的企业文化
保持与你的员工密切接触
营造让员工快乐的氛围
让员工快乐的诀窍
对员工的肯定是最好的鼓励
员工绩效要和薪水相联结
公司的一些工作是否要外包呢
你适合选择虚拟办公室吗
果断解雇不胜任的员工
美国政府对人事的规范
本章概要:小老鼠的储备库
第四章
品牌对企业形象的影响
找到你的顾客
这才是21世纪的营销
在经济形势异常严峻的时代更要保证一定的营销经费
本章概要:小老鼠的储备库
第五章 作战计划三:找到你的顾客并做有效的销售
做好特定背景下的销售
如何不断地创造营业额
小心控制你的成长——别成为臃肿的大象
整顿销售过程中的杂乱喧嚣声音
本章概要:小老鼠的储备库
第六章 作战计划四:掌控好现金流量
做好你的企业财务规划
你的企业经营计划是什么
为了获利而进行正确的设计
与现金相关的事物都不能轻忽
这是你我都需要的财务素养
善用为你节省时间的软件
你不得不关注的赋税问题
把持好你的财务底线
本章概要:小老鼠的储备库
第七章 作战计划五:持续不断的创新
企业愿景=策略的创新
通过不断的学习让你的事业持续成长
成立你的策略创新小组
你该长期扮演的角色
一定要有的退场机制
本章概要:小老鼠的储备库
第八章 融会贯通:拟定专属你的作战计划
拥抱你的顾客和你的事业
关于品质控制的问题
个人独资的替代方案
善于利用各种组织及资讯
打造你心目中的“e化”企业
最后的想法
本章概要:小老鼠的储备库
附录 完善商业经营计划书的构成要素
Book Abstract

精彩看点一
◎你的钱从哪里来
就算梦想、点子和计划都是很好的,可是最好在开业或是重新开业之前,便知道自己的事业要靠什么方法赚钱。
“如果无法向高龄七十五的老妈或是外婆解释,你的公司要如何赚钱的话,那我劝你千万别走上创业这条路。”说这话的杰瑞·谢瑞休斯基是世界知名的营销大师和十项全能型的企业经营天才,深知企业的起起伏伏和里里外外。
你需要有财务上的后援,这样才能给你的中小企业一个成功良机。此外,最好也要有个可充当替代方案的B计划,万一事情的发展未如自己所愿时,就可以派出这支后援部队。各位还记得eBags的诺德马克吗?他的公司在最初几个月曾陷入一片愁云惨雾,这个时候,他的B计划便适时派上用场———如果事业失败就搬回老家,和爸妈及姐姐同住。他表示,一旦有了这套备用的计划,心里就踏实多了,可以冷静地“改变航向”,好重新出发,使得公司就此走上成功之路。后来他果然如愿以偿。
资金的来源
资金的筹措可以有多重选择,包括自筹资金、自有资本(equity capital)以及债务资本(debt capital)。第一种选择指由你自己张罗所有的钱,当然风险也全由自己一肩挑起。第二种选择是指由他人或其他集团提供资金,以交换你企业的一部分所有权,而对方则通常包括创投业者,或是高净值的私人“天使投资者”(angel investor)【译注:系指具有一定净财富的个人,对具有极大发展潜力的新创事业进行初期的直接投资,属于一种自发性而又分散的民间投资渠道,且通常是亲朋好友】。至于最后一种选择,则是指企业向外借入资金,并于某特定期间连本带利的偿还。
到底哪一种选择最适合你以及你的事业呢?这取决于多种因素,包括你是否坚持要拥有一个事业的完整所有权,以及你个人的状况。你或许认为,找到资金的来源其实并不算难,如果知道什么地方可以弄到钱,那便有无数的选择可行。
朋友、家人及其他人际网络
有空时不妨和朋友、家人、同事或是熟人们谈谈,这时你会发现,小小的人际网络往往会发挥出极大的作用,其成果之丰硕甚至会让你跌碎一地眼镜。我就是借由这个渠道找到私募资本,而《太平洋海岸商业时代周刊》也因而得以顺利开张。其实受惠的不只我一个人,像米斯基士也是借此得到了用来购买破烂封面的部分资金。
许多拥有一般收入抑或高于一般收入的退休银发族或一般人士,都是属于“ 纸上谈兵”型的天使投资者,只要公司行号是正正当当经营,而且拥有良好的计划和光明的未来,他们就有意愿出钱投资。如诺德马克为了eBags而积存的第一笔资金,就来自于从前的那些同事,包括过去那家公司的总裁,后来对方加入了他的阵容,而成为新公司的联合创办人。即使连Craigslist(www.craigslist.com)以及地方性报纸的分类广告里,也往往会列出一连串的“ 可用资金”来源。不过,在这里还是得提出一句警语:对任何可能的资金来源都得彻底清查一番,看看是否有人曾针对提供资金的个人或公司提出过什么抱怨,并且找机会和那些人谈谈。当然,你也可以找上当地的州务卿办公室,和里面的人交换意见,并到当地和全国性的商业服务(www.bbb.org),或是各种商业组织和核发各种证照的机构查询,如果有必要的话,甚至还可以到当地的报社及产业出版品那儿调阅,看看是否出现过关于提供资金之个人或公司的评论和新闻。
创业投资
如果你所拟订的有关企业未来走向的宏伟计划十分务实可行,那么许多创投业者或许就会对你的事业产生兴趣。当然,他们会寻找可以为其投资带来较高报酬的对象,并拿他们的资本来交换你的股权,而一般来说,你这一方便得放弃若干控制权。在事业步向失败的时候,这些创投业者对于公司资产也拥有最后的请求权,诺德马克表示,千万别忽略了一个附加的事实:如果有人投资了你的公司,他们即有权力随时抽回银根,这时,属于他们的资产或是你的公司便可能以某些形式变卖。
中小企业也能够从诸如银行之类的出借人那里取得资本,只是许多银行不会考虑和没有股本作垫(equity cushion,)作为附属担保物的小规模冒险型创业(entrepreneurial venture)业主洽谈。我们要在这里提出个小小的建议:如果要寻找这类的资金来源,那就不妨找你们当地那些规模较小的商业银行洽谈,通常他们较愿意信任当地的企业。
当然,更别忽略了像美国中小企业管理局这样的组织,毕竟贷款给中小企业乃是天经地义属于他们的业务范围(www.sha.gov)。
签账卡
虽然从健全会计责任的立场出发,我们通常并不建议大家采用这样的筹资渠道,但无可讳言的,许多中小企业主都拿签账卡来取得他们最初的资金。这固然颇具风险,可是,没有降落伞的自由落体,不也同样充满了风险吗?
正如杜伯洛夫在先前所指出的,在你个人签账卡的资助下,企业的资金短缺问题便可因此而获得弥补,且十分便利。毕竟你的事业如果多了这几万元的注入,就很可能起死回生。
个人财务
如果开创了新的事业,或是老店重开,就一定得支撑住你个人的财务,并适当地从外部蓄积资金。换言之,你需要一些预备金,以便在必要时可以取代你的薪水,同时在公司面临紧急情况时,还至少可以充做部分的资金来源。而这就是霍士登在成立CableOrganizer.com之前所进行的准备工作。
当杜伯洛夫创立《太平洋海岸商业时代周刊》时,他的双亲也想提供些钱,以投资在他所新成立的这个事业上。不过,他回绝了父母的提议,“我告诉二老要把他们的钱给紧紧抓在手上,不过好景不长,当2001年经济不景气的风潮猛然袭至时,我便要求他们加入投资,而他们也二话不说地照做了。后来我果然让他们的投资不负所望,也让我们不断下跌的银行账户金额往上猛窜。”
经营心得
你是谁
★你是首席拉拉队长、营收的监控者、品牌的保持者、企业文化的创造者以及梦想家,当然,你更是品质保证的大队长。
你要如何做
★ 如果打算开创事业,就千万不要后退。我曾经退缩过,虽然没有彻底失败,但却因此让竞争对手占尽了优势。
★公司最重要的人员不是大老板,而是和顾客有直接接触的那些人。
★想要事业永续经营下去,其实并不是非得拥有什么产品不可,而是一定要拥有顾客,这是中小企业必须牢牢记住的第一件事情。
★我们始终都在思考每位客户的价值,而非每项产品的价值,因此,我们的目标并非贩售产品,而是协助客户改善他们的生活。
★如果你的企业只是一味想要卖出更多的东西,那么到最后一定会深陷在价格大战中。但如果试着帮助顾客去改善他们的生活,那就一定会卖出更多的东西。
★销售来自于对你的顾客和产品的了解,还有一以贯之地提供适当的产品和个性化的服务。
★创新和改变是事业成功或是让事业永保鲜活生命的关键所在。
★并不是每一项创新都可以永远发挥出作用,但这并不意味着你应该停止创新,虽然每十次或许只有一次产生作用,但那却是一支结结实实的全垒打。
你会收获什么
★对中小企业主来说,成功并不像是烟火那样,在升空的一刹那间便消逝得无影无踪,至少对我而言,它是随着勤奋工作和保持聚焦而来,并且一直以稳定的步伐往前徐徐而行。
……
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Yami has a consolidation warehouse in China which collects multiple sellers’ packages and combines to one order. Our Yami consolidation warehouse will directly ship the packages to your door. Cross-store free shipping over $69.

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You may return products within 30 days upon receiving the products. Sellers take responsibilities for any wrong shipment or missing items. Packing needs to be unopened for any other than quality issues return. We promise to pack carefully, but because goods are taking long journey to destinations, simple damages to packaging may occur. Any damages not causing internal goods quality problems are not allowed to return. If you open the package and any quality problem is found, please contact customer service within three days after receipt of goods.

Shipping Information

Yami Consolidation Service Shipping Fee $9.99(Free shipping over $69)

Sellers in China will ship their orders within 1-2 business days once the order is placed. Packages are sent to our consolidation warehouse in China and combined there. Our Yami consolidation warehouse will directly ship the packages to you via UPS. The average time for UPS to ship from China to the United States is about 10 working days and it can be traced using the tracking number. Due to the pandemic, the delivery time may be delayed by about 5 days. The package needs to be signed by the guest. If the receipt is not signed, the customer shall bear the risk of loss of the package.

Sold by JD@CHINA

Service Guarantee

Free shipping over 69
Genuine guarantee

Shipping

Yami Consolidated Shipping $9.99(Free shipping over $69)


Seller will ship the orders within 1-2 business days. The logistics time limit is expected to be 7-15 working days. In case of customs clearance, the delivery time will be extended by 3-7 days. The final receipt date is subject to the information of the postal company.

Yami Points information

All items are excluding from any promotion or points events on Yamibuy.com

Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

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About the brand

Jingdong book

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About the brand

Jingdong book