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Jingdong book

创业之殇:初创企业为什么失败

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为何潜在投资人没有将橄榄枝抛向你?
为何经理对你的错误嗤之以鼻?
Feinleib从创业家和风险投资家的双重视角对创业之路进行了剖析,为初次创业者提供了发现和解决创业难题的自助指南。本书可以说浓缩了全部的创业精华。对于有志创业的人来说,《创业之殇》万万不可错过!
创业之初,几乎每个创业者都对产品和公司有着美好的憧憬,都梦想着创立成功的企业、成就一番事业。但是,真正创业成功的人不足8%,风投支持的创业公司中能够成功的只有10%,99%的创业方案都会被风险投资家拒之门外。这似乎意味着成功的几率几乎为零。那么,为什么创业公司容易失败? 为什么创业者总是重蹈覆辙呢?
《创业之殇》全面分析了创业公司在创立之初普遍面临的各种问题,探讨了苹果、谷歌和Facebook等企业的成功秘诀,总结了其他创业公司失败的经验教训,有助于新晋创业者迅速熟悉创业环境,找到绝处逢生的方法,从而在商业竞争中立于不败之地。本书为广大风投资本支持的企业和自力更生的企业指明了一条成功之路,是创业者的参考指南。
Content Description

《创业之殇:初创企业为什么失败》作者结合自己与他人的创业及投资经历,对影响初创企业成败的关键问题进行了总结,并针对一些普遍性的问题提出了建议。四个部分阐述了市场、产品及创业者的关系,探讨了市场营销、客户开发和企业推广环节,研究了企业的执行力问题,分析了资金及其流动性对初创企业的影响。
《创业之殇:初创企业为什么失败》内容贴近实际,实用性强,不仅适合初次创业的人士阅读,也可供拥有多年创业经验的人士参考。
Author Description

David Feinleib,斯坦福大学商学院商业管理硕士,投资人、顾问、连续创业家。Forbes.com投稿人、Speechpad公司CEO、The Big Data Group公司常务董事。曾是微软非常年轻的技术专员。先后创立多家公司,其中两家分别被惠普和Keynote Systems收购。2006年加入Mohr Davidom风险投资公司,2009年成为其普通合伙人。作为创业者和风险投资人,他负责的投资额度超过了1亿美元。热爱马拉松运动和拉小提琴。

译者简介:
李迎春,1983年生于吉林,广东外语外贸大学翻译硕士,主修商务翻译,曾供职于伦敦亚洲基金国际投资有限公司。至今已出版多部译作,其中包括《品格的力量》和《弗吉尼亚?伍尔夫随笔集》(均由光明日报出版社出版)。
Comments

★“为何潜在投资人没有将橄榄枝抛向你?为何经理对你的错误嗤之以鼻?Feinleib从创业家和风险投资家的双重视角对创业之路进行了剖析,为初次创业者提供了发现和解决创业难题的自助指南。对于有志创业的人来说,这本书万万不可错过!”
——Kevin Epstein,硅谷营销执行官、创业家、Marketing Made Easy作者

★“与其他创业类图书相比,本书独树一帜,只用短小的篇幅和简短的案例就清晰地阐释了经营初创企业应避免的误区。我在技术行业摸爬滚打十多年了,对这本书所讲的内容深有感触,可以说它浓缩了全部的创业精华。”
——Evgeni Stavinov,SerialTek LLC公司硬件架构师、OutputLogic.com创始人

★“这是创业者必读的一本书!我要求我的学生们仔细阅读,并且强烈建议我指导的企业家阅读。只有遵循这本书中的教导,你才有成功的机会;否则,创业注定会以失败告终。”
——读者Rich
Catalogue

第一部分市场、产品及创业者
第1章糟糕的市场契合点
1.1产品的市场契合点
1.2大市场空间
1.3勇于革新
1.4优秀的产品,糟糕的市场
1.5结构性问题
1.6确定产品的市场契合点
1.7进入目标市场
1.8转轨的时机与方式
1.9过早积累资本
1.10行之有效的转轨策略
1.11小结


第2章糟糕的产品
2.1产品盲目症的牺牲品
2.2糟糕的产品是如何产生的
2.3不够专注
2.4用户接受难度大
2.5产品无法吸引更多客户
2.6使用便捷、用途广泛、感染力强
2.7产品的化学反应
2.8产品投放忌早亦忌晚
2.9产品无法规模化
2.10小结


第3章缺少创业家
3.1具有创业精神的创业家
3.2下一个马克在哪
3.3创业家的追求:大创意
3.4为市场选择合适的商品
3.5缺乏清晰构想的团队注定失败
3.6缺少客户,有钱也没用
3.7为经营而招聘
3.8如何聘请优秀的人才
3.9时刻保持创业家风范
3.10专注于自己的强项
3.11创业与领导
3.12快速失败
3.13小结


第二部分销售与市场营销
第4章过早进行销售和市场营销
4.1出手过早的代价
4.2由俭入奢易,由奢入俭难
4.3切莫把没找到市场契合点当做执行力不强
4.4了解吸引力曲线
4.5创造独特价值
4.6希望不大,吸引力不足
4.7你是否已经做好“添柴加薪”的准备
4.8 “走出去”营销
4.9小结


第5章亏本销售
5.1当客户开发成本大于开发价值时
5.2客户开发是决定性因素
5.3理解客户生命周期曲线
5.4企业需牢记:产品靠买不靠卖
5.5战胜固有的偏见
5.6降低销售人员流动率
5.7打造销售杠杆
5.7.1传统方式
5.7.2云计算
5.7.3免费增值模式
5.7.4零成本客户开发
5.7.5口碑营销
5.7.6合作
5.7.7反复从客户身上获利
5.8销售机器阻滞
5.8.1低效的销售人员
5.8.2糟糕的合约
5.8.3不匹配的定价
5.8.4糟糕的销售过程
5.9小结


第6章隐形的初创企业
6.1默默无闻的初创企业
6.2产品创新
6.3病毒式营销
6.4社交媒体
6.5热门话题
6.6搜索
6.7移动应用程序
6.8品牌效应
6.9小结


第三部分执行
第7章失败的沟通
7.1表达愿景
7.2设定目标
7.3管理董事会议
7.4发布坏消息
7.5发布好消息
7.6与团队沟通
7.7与客户沟通
7.8讲述你的故事
7.9小结


第8章创业启动失败
8.1实现突破
8.2打造拥有大创意而非很多想法的企业
8.3在缺乏资金的情况下存活
8.4掌控自己的命运
8.4.1节省开支
8.4.2夜以继日
8.4.3投资者
8.4.4客户融资
8.5打造团队
8.6用户和客户
8.7选址
8.8小结


第9章执行失败
9.1缺乏执行力
9.2初创企业是流动组织
9.3资金不足抑或资金过剩
9.4资金管理不善
9.5债务
9.6产品市场契合点带来的现金流
9.7早期执行与扩张执行
9.8聘请人手帮助企业扩张
9.9掌握资金状况
9.10企业目标:可持续、可盈利的客户开发
9.11先动优势
9.12后来者如何胜出
9.13做市场的领导者
9.14当企业发展落后于市场发展
9.15小结


第四部分资金与流动性
第10章失败的投资推介
10.1选择正确的投资推介对象
10.2推介并非免费的午餐
10.3投资动因:贪婪和恐惧
10.4推介过程至关重要
10.5愿景第一,执行第二
10.6讲出来
10.7你就是产品
10.8完善投资推介
10.9演示失败
10.9.1与观众进行眼神交流
10.9.2简洁明了
10.10做好准备,应对尽职调查
10.11支持你的保荐人
10.12了解合伙人会议
10.13小结


第11章流动性管理
11.1流动性事件
11.2收购失败的原因
11.2.1兜售,而非购买
11.2.2未能吸引并购企业的注意
11.2.3人际关系匮乏
11.2.4收购方战略转移
11.2.5与预期不符
11.2.6欠缺激烈的竞标态势
11.2.7个性问题
11.2.8挖走企业员工
11.2.9尽职调查问题
11.3完成交易
11.4得不偿失
11.5二级市场和临时流动性
11.6首次公开募股
11.7当公司成为产品
11.8小结


第12章由失败走向成功
12.1诸多动机点燃创业激情
12.2为自己打工的神话
12.3拖延导致失败
12.4弥合价值分歧
12.5个人健康
12.6避免失败的方式
12.6.1是否深入了解目标市场
12.6.2市场规模如何
12.6.3能否有效进入目标市场
12.6.4能否掌控自身的命运
12.6.5是否拥有产品愿景
12.6.6能否研发一款优秀的产品
12.6.7能否锲而不舍地探寻产品的市场契合点
12.6.8是否有执行力
12.6.9能否持之以恒
12.6.10是否愿意改变想法
12.6.11是否足够疯狂
12.6.12能否化繁为简
12.6.13谁是你的良师
12.7快速失败
12.8小结
……

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Jingdong book