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Jingdong book

草根创业:庸者用钱,智者用脑(第二版)

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草根创业:庸者用钱,智者用脑(第二版)

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这是一本含金量很高的书,在第一版获得成功之后,作者修订了其中50%的内容,更贴合当下创业环境。是一本普通创业者快速掌握商业逻辑,快速实现从零到一的指导手册。


Content Description

“一个普通人离千万富翁有多远?”

“挑一个刚需的项目,挑一个二三线市场,按规律办事,别头脑发昏,三年足以。”

这是本书作者袁荣在知乎上的回答。通过这本书,你可以了解是怎么实现这个过程的。

这是一本可以让你快速地理清商业逻辑的书,帮你直接触摸生意的本质。相对于其他“概念先导”的创业类书籍来说,本书用更为朴实的方式讲清楚了一个普通创业者从起步到小有所成的过程中应该关注的商业逻辑。

创业是一件很难借鉴的事。成功与否,往往取决于很多不确定的因素。但是,如果把每一个成功的项目都进行一次分析,就会发现他们实际上都遵循着类似的商业逻辑。

我们希望通过这本书,能提高创业者的成功概率。

本书是有阅读门槛的,阅读时需要带着清醒的头脑和基本的常识。


Author Description

袁荣,70后,原为广告人,后进入咨询业,现创办智课堂(www.zhiketang.com),专门记录和研究普通人的创业方法。自2008年开始,为创业公司进行商业模式架构和市场运营辅导,在参与了几十家企业的创建并目睹了他们的成长过程后,下决心告诉大家:一个草根怎样从零起步,把公司做大,实现逆袭。


Comments

中国经济体制改革研究会副会长 福卡智库首席研究员王德培——

创业靠什么?除了激情和韧性,更需要冷静和智慧。在波云诡谲的商业世界中,成功的创业者通过实践耕耘、学习砥砺和思考创新,塑造了成熟的商业思维,这是他们的核心竞争力之一。在今天的创业大潮中,很多人因为没有这种思维而抱憾。这本新颖智慧的书可以帮助大家培育这种思维,去发现更多的商业机遇。

喜马拉雅FM副总裁潘田——

创业需要不断学习,只有一边干一边学,才能走得更远。这本书实际上是在引导创业者一步步深入,一步步接触商业本质。很有价值。

1号店副总裁张高峰——

如果你正在创业,或者计划要走上创业之路,我推荐这本书。令人深省的案例,直击本质的洞察,再加上严密的分析逻辑,相信能带给你深刻的感悟和创新的价值。

东方早报/澎湃新闻副总编辑孙鉴——

如果你已习惯聆听创业大佬的教诲,如果你还沉迷于体制内外生存法则的比较,如果你庆幸世界之大我无须硬闯,就不必翻看此书。如果你决定开始自己的创业尝试,建议你多翻几遍。

知名字创意作者王左中右——

我离开媒体开始创业,现在是第三次,也不知能不能成。之所以这么执着,是因为一个简单的想法:不能辜负这么好的时代——一个再微小的个体也能够绽放的时代。还有什么比个体绽放更美好的事呢?这本书,可以帮助每一棵草都能找到自己的土壤和春风。


Catalogue

目录:

第一章判断

一创业的原点

1 从资源出发-为什么人人都想做转租的生意?

2 从技能出发-艺术家为什么按张销售作品?

3 从需求出发-为什么人们需要大众点评?

二需求的真实与虚假

1 需求层级-加一个荷包蛋是什么需求?

2 永恒的刚性需求-为什么花钱买不到尊重?

3 环节性需求-使用公交卡为什么会变成习惯?

三价值高低的原理

1 三种目标-为什么订餐平台对你免费?

2 改变价值高低的方法-为什么带有教育功能的玩具就卖得贵?

3项目可行的根本元素-服务很差的面馆为什么生意却很好?

4 另一种效率价值-做不到更好怎么办?

第二章完善

一生意的环节

1 循环的道理-开网店为什么要会拍照?

2无限减和无限加-电影院为什么是个好生意?

二生意的业态

1 业态选择-网红的店为什么都很火爆?

2互联网+和+互联网-为什么互联网产品可以免费?

3 业态的门槛-什么是微商的最佳模式?

三理解市场的规则

1 什么是市场-到底谁是中产阶级?

2 动态的轨迹-为什么另类越来越多?

3 社群-为什么他们会相互信任?

4 场景-为什么双十一对马云非常重要?

第三章模式

一理想的商业模式

1 改变环节位置的妙招-为什么有人挣钱很轻松?

2 改变位置的三种模式-彩票销售的是什么?

3运营模式和营销模式-为什么天猫平台会有“红利期”?

4 商业模式的悖论-为什么上门O2O的员工会被欠薪?

二 行业的本质

1 规则就是竞争方式-为什么会有垄断?

2 竞争层次-为什么我们需要品牌?

第四章 现实

一理想状态

1 必备条件-为什么互联网产品更容易失败?

2 不完美的状态-为什么“降维”更容易成功?

二面对现实

1 疲倦的市场-消费者是怎样被宠坏的?

2 传播的障碍-为什么你的项目没人关注?

3 个体意识的觉醒-为什么那么多人都在做公众号?

第五章准备

一变得迷人

1 短板—为什么木桶理论不靠谱?

2 找到自己的强项-为什么人人都爱开咖啡馆?

3 交叉的独特性-为什么你会记住刀锋战士?

4 新得耀眼-为什么人们喜欢造概念?

5 改变气质-为什么黄太吉能火起来?

二维护吸引力的技术

1推广曲线-为什么锤子手机要先做系统?

2给自己设定一个“界”-为什么要从熟悉的小地方开始?

3 互联网在破坏独特性-为什么淘宝越来越难做?

第六章亮相

一亮相前的说明

1 营销的意义-为什么需要承诺?

2 大众心理-人们为什么喜欢站队?

二谁会说你好

1 客户的顺序-广告费为什么会浪费?

2 第一波用户-谁会包容你的不足?

3 让他们说你好-为什么需要一点意外?

三坚定地树立小地位

1 不要理睬任何意见-为什么总有人爱提意见?

2 树立小地位-为什么有人不急于到外地开店?

3 亮出自己的定位-什么是诚意?

第七章发力

一传播的力量

1 传播的捷径-为什么要做一个社群型的自媒体?

2 社会化传播的技巧—你为什么只有一秒的时间?

3 自我催眠-为什么创业者都要有强大的自我意识?

二第二波用户

1 场景提示-为什么有人会迟疑?

2 二八原理-你知道20%的用户是哪一些吗?

2 最大中位数-谁是典型用户?

三让用户依赖

1 创造依赖-为什么大家都要稳妥?

2 搞搞形式主义-为什么要学会“装”?

3 秀品牌-借势为什么很重要?

第八章团队

一合伙

1 不得已的选择—谁是创始人?

2不要高估人的品德-谁最自私?

3 合伙人的基本条件-为什么不要和富二代合伙?

4 预先约定-为什么只能做到阶段性统一?

二股权

1 股权配置的原则-谁是主心骨?

2 何时接触风险投资—为什么VC都是短视的?

三搭建团队

1招人-为什么要先定任务?

2 挑人的要领-谁能快速成长?

3 管人的注意点-年轻人该怎么管?

第九章利润

一出手要狠

1 利润率的误区-何时才能降低营销费用?

2 不流转的投入-什么叫沉没的成本?

3 流转速度-为什么有钱人都爱投电影?

二定价的技术

1定价的要素-谁是你的竞争对手?

2 心理预定和相对比较-为什么精明的人其实并不理性?

3 谁都想要安全-为什么越贵越好卖?

4定价的技术-为什么你看中的都很贵?

5 最关键的技巧-为什么要离愚蠢的同行远一点?

第十章大众

一好用户坏用户

1 流失的客户-客户为什么不通知你就走了?

2 临时的权利-人们在什么情况下愿意多付钱?

3 开抢优质用户-拿什么来做促销?

二加快速度

1不快不行-什么是真正的瓶颈?

2 最小单位-为什么大家都爱自助式餐厅?

3 小步快跑-到底什么叫专注?

第十一章地位

一检查市场位置

1 你是谁-为什么需要再定位?

2 高一级的策略-为什么创业者总是冒进的?

二内部完善

1 三种人才-中层干部为什么难找?

2 钻石型结构-内部创新为什么很难?

3 拉开薪资距离-谁该拿高工资?

第十二章新平台

一自我包装

1 以老大的口吻表态-为什么创业大佬对趋势的判断都不靠谱?

2 人见人爱的个人形象-该讲一个怎样的故事?

3 添加神奇-为什么成功者都有“命运眷顾”?

二机会与谈判

1 战略发展机会-什么是真正的机会?

2 追求零调整方案的谈判-千万不要适可而止!


Introduction

我们正在遭遇有史以来最狂烈的一次商业思维的转变。


互联网毫不留情地把所有行业都改造了一遍,在资本的协助下,把传统商业体系冲击得七零八落。


病急乱投医。面对恐慌,人们的办法只有学习。


不仅传统商业体系中的人如此,日夜琢磨互联网产品的IT人也是如此,而且还更迫切一些。太平洋对岸的专家纷纷发布令人耳目一新的商业思维,流星般火热的互联网CEO们时不时抛出颠覆性的言论,不堪寂寞的本土媒体人、学者、大学教授都在研究着关于创新的理论,各种研习班如火如荼。


变化太快,新概念还没说清楚,就被反驳了。很难想象,曾经辉煌的企业会快速地归于平凡,在互联网上崛起的品牌好象显得尤为脆弱,三五年间就被后来者搞得落花流水。


正是由于人们总是跟着互联网所产生的改变去思考,所以往往看不清这个时代商业的逻辑。


转一个方向,从商业逻辑本身出发,就会发现互联网所带来的改变是消费心态的变化,消费方式的变化,消费环节的变化,商业本身并没有改变,还是提供价值,提高效率,控制成本,持续经营。


如果脱离商业逻辑,跟着变化去扑腾,很可能会迷失自己。


迷路时,你要仰望星空。

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