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Jingdong book

创业者手册：教你如何构建伟大的企业

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Jingdong book

创业者手册：教你如何构建伟大的企业

Name: 创业者手册：教你如何构建伟大的企业
Brand: Jingdong book
SKU: 3102012591
Price: 38.58 USD
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我们发现，企业的成功程度和创始人使用《创业者手册：教你如何构建伟大的企业》的频繁程度成正比。书中折角越多，书被翻得越破，企业取得的成功就越显著。阅读《创业者手册：教你如何构建伟大的企业》切忌囫囵吞枣。
所有创业者都坚信自己的道路与众不同，他们在踏上创业之路时从不设计路线图，认为其他模式或模板并不适合自己。同样是初创企业，有些能够取得成功而有些只能沦落到廉价清库的下场，看起来这似乎是运气使然，然而事实并非如此。英雄成功的故事都是一样的。初创企业实现成功之路肯定是“熙熙攘攘”和容易理解的。换句话说，世上必然存在一条通往成功的真实且可重复的道路。《创业者手册：教你如何构建伟大的企业》为读者绘制的就是这条成功之路。
成功的创业者善于抛弃大公司应用的传统产品管理和开发流程，善于结合敏捷工程和客户开发，以不断迭代的方式建立、测试和寻找商业模式，从而实现从“未知”到“已知”、从“不确定”到“确定”的转变。成功的创业者充分意识到，他们的企业“愿景”只是一系列未经测试的假设条件，需要通过“客户验证”来说明其可行性。为此，他们坚持不懈地测试自己的观点，不惜经年累月地调整方向以保存现金，避免在客户不喜欢的产品和特性上浪费时间。
《创业者手册》，顾名思义，它是一本指导你逐步实现初创企业运营的全面、详细的手册。它能帮助企业创始人熟悉客户开发流程，让他们走出办公室接触真实的客户，最终开发出客户乐于购买的产品。

Author Description

史蒂夫·布兰克（Steve Blank），史蒂夫·布兰克为创新提供了强大的驱动力，他以崭新的观点重塑了初创企业的构建方式及创业学的教授方式。本书是他为创业者贡献的全新力作。
史蒂夫开创了客户开发法，这一方法随后引发了精益创业运动。他在斯坦福大学、加州大学伯克利分校和哥伦比亚大学教授创业学。2011年，在客户开发法的基础上，史蒂夫开发了精益商业模式这一实践课程，该课程随即被美国国家科学基金会用来培养其所遴选出的学生和科学精英。
史蒂夫1987年进入硅谷创业，恰逢美国经济刚刚进入繁荣时期，当年他开始着手创办8家初创企业中的一家。经过21年的磨炼，这些企业中，两家惨败，几家持平，还有一家在互联网泡沫时期大获全胜。更重要的是，他收获了大量宝贵的初创企业运营经验，正是这些经验成就了他的一本突破性作品《顿悟的四个步骤》。

鲍勃·多夫（Bob Dorf），鲍勃·多夫在22岁时就成功创建了一家企业，随后他又接连创建了6家企业。在这些企业中，两家非常成功，两家持平，3家损失惨重。后来，鲍勃开始投资并建议他人投资初创企业。鲍勃在企业界有“客户开发助产士”的美名，他曾痛批《顿悟的四个步骤》的前期手稿，自此他和史蒂夫·布兰克成为关系密切的好友和同事。在少年时代，鲍勃就表现出创业天赋，早在40年前，他就辞去纽约WINS电台的编辑工作，着手创办自己的一家企业。工作之余，他还在哥伦比亚商学院教授“风险投资基础”课程，主要介绍客户开发和如何正确经营初创企业。
新华都商学院，是由福建新华都慈善基金会出资建立的公立性高等教育机构。学院以“成为具有中国内涵的世界一流商学院”为愿景，致力于培养具有创新能力与创业精神的中国青年，为中国经济发展注入原动力。新华都商学院定位于创业创新方向人才培养。2011年经教育部批准，开办了全国一个创业创新方向MBA学位点。目前，学院已建立起系统的创业教育课程体系，搭建起包含创业教育、创业指导、创业孵化、创业投资等创业成长所需的资源平台。

Comments

★为了避免你的企业在婴儿期就突然死亡，为了增加你的企业成功的机会，请务必阅读此书并付诸实践。
——亚历山大·奥斯特瓦德《商业模式新生代》合著者

★这本书在创业教育领域是不可多得、具有全新经验的创意文本。
——帕特里克·弗拉斯科威茨《客户开发创业者手册》合著者

★史蒂夫，布兰克用客户开发方法拯救了产品开发方法。
——巴巴克·尼韦Venture Hacks 网站创始人兼主编

★本书所讲的超级简便的两步流程可帮创业者做好产品与服务。
——金柏莉·威弗琳作家、创业家

★认真研读本书，创业者能够节省无数资金和人员投入。
——斯科特·霍夫曼作家、演讲家

Catalogue

如何阅读本书
序言
此书为谁而作
导论

第一部分
入门知识
第1章通往灾难之路：初创企业并非大企业缩微版
第2章实现顿悟之路：客户开发模型
附录2A 客户开发宣言

第二部分
第一步：客户探索
第3章客户探索简介
第4章客户探索第一阶段：描述企业商业模式假设
第5章客户探索第二阶段：走出办公室检验问题——客户是否关注
第6章客户探索第三阶段：走出办公室检验产品解决方案
第7章客户探索第四阶段：验证商业模式，调整或继续

第三部分
第二步：客户验证
第8章客户验证简介
第9章客户验证第一阶段：做好销售准备
第10章客户验证第二阶段：走出办公室销售
第11章客户验证第三阶段：产品开发和企业定位
第12章客户验证第四阶段：调整或继续？

第四部分
核查清单
附录A 术语表
附录B 如何建立网络初创企业：简单回顾
致谢
作者简介

Book Abstract

第二部分即“该收取多少费用”的问题，这个问题比较简单，它关注的实际上是“产品如何定价”。关于定价假设的测试我们将在客户探索后期展开，现在首先要完成其他一些工作。
好的定价模型可以体现市场类型，可以适应制造成本、产品价值、市场信心和竞争价格等方面的变化。此外，它还能在市场可承受的范围内收取最大费用，从而实现利润最大化。为得出最佳结论，企业必须首先深入了解竞争性定价的概念。
在网络／移动渠道中，产品价格更为透明，客户总是能够在网上轻松确定产品价格，这种现象强化了监控竞争性定价的需求。
在挑选定价模型时初创企业有很多种选择，其中最常见的包括以下几种：
·价值定价：根据产品提供的价值而非制造成本确定价格。利用这种定价模型，投资理财软件、专利产品和药品有时可实现利润优化。
·竞争定价：针对竞争对手定位产品价格，这种方式常用于在现有市场展开竞争的企业。
·销量定价：这种定价方式用于鼓励多次采购或不同用户的联合采购，适用范围包括办公用品和SAAS软件。
·产品组合定价：有些企业为客户提供多种产品和服务，每一种产品和服务都有各自的成本和效用。在这种情况下，企业定价的目标是利用产品组合实现利润。因此在销售时有些产品加价较高，有些产品加价较低。具体加价范围根据竞争状况、锁定效果、产品价值和客户忠诚度确定。
·“刀锋”式定价：指部分产品免费或价格非常低廉，但可以通过持续性重复购买实现大量利润（如低廉的喷墨打印机价格搭配昂贵的油墨使用成本）。这种定价方式对初创企业来说压力很大，因为企业必须付出可观的前期成本。
……

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