The Entrepreneurship Dilemma of New Scientific and Educational Instruments

New Science and Educational Instrument Company made many mistakes in its business decisions. First of all, there was no market research. Detailed, scientific and comprehensive market research should be the basis for determining how they are creative, how to produce samples, and accepting customer orders in small batches. Lao Mao of Huanghe Wanjiazhai Water Control Project Co., Ltd. believes: "The key to whether the product is good or not depends on the market, the market It is the only criterion to test whether the product is marketable." Because there is no such link, Zhang Shi and the others are all "brained" in their decisions.

Zhang Shi himself encountered difficulties in teaching, and felt that there was a demand for their creativity in the market. This is not called market research. Market research should include understanding customer needs (such as preferences, quantity, price, etc.), market capacity, competitors, and so on. In addition, market research is a long-term work that runs through all business activities.

Secondly, Haihong, Shandong Federation of Enterprises believes that the new science and education instrument company made two obvious and serious mistakes in the early stage: on the one hand, there are some short-sighted behaviors in market development, and they are eager to Qualified products are brought to the market; on the other hand, the monitoring and quality supervision of the production process during the production of product samples is not strong enough.

Thirdly, Willon from Zhoushan Zhongchuan Electronics Co., Ltd. believed that there was a lack of effective communication with the manufacturer, and he was unable to keep in touch with the manufacturer in a timely manner to negotiate a detailed production plan for the new product. Not only that, the legal relationship between the contract and the manufacturer is unclear, so that the manufacturer changed the original design and produced samples completely according to its own intentions.

According to pang of the Qingdao office of Hyundai General Trading Co., Ltd., it is clear that the three founders of the new science and education company have made a bold mistake. Of course, the three of them have entrepreneurial enthusiasm and a nice innovative product. However, they seem too eager to get it done.

The prototype for a 10-pair portable baffle desk is too sloppy. Then, when they discovered the defects of the 10 prototype products, they did not correct them in time, but were too eager to implement their marketing plan. Until now, they seem to focus too much on marketing and ignore the serious flaws in the product. The name of the product is a portable baffle desk. If it loses the characteristics of portability and lightness, then there is no rationale for its existence.

It is precisely because of these problems that the new scientific and educational instrument company is in trouble. Of course, there should be other reasons, such as lack of experience in the operation of new companies, lack of strong partners and so on.

It can be seen that although the mistakes made by several people in the new scientific ordinance are quite elementary, they are quite common in China. Haihong said in the discussion: "However, similar problems exist widely in Chinese enterprises, and they are not cured. Therefore, this seemingly simple problem is not simple."

But through From the superficial phenomenon to its essence, it can be found that the short-sighted behavior of entrepreneurs or enterprises is the most fundamental problem. Because of short-sightedness, these three entrepreneurs only consider the absolute price of the product and ignore the relative "price-performance ratio"; also because of short-sightedness, they bring products that do not have the expected functions to the market.

So, is the new scientific and educational instrument company completely hopeless? Of course not. After finding the above problems, many netizens put forward the following wonderful suggestions from different angles to help the new scientific and educational instrument company get out of the current predicament.

Systematically consider all business issues

Market positioning, research, product design, and pricing should be an organic system that must be considered comprehensively. Gorden Liu of Lianda Electronics China Co., Ltd. believes that new scientific and educational instrument companies should clarify their customer needs and their own product positioning. and stick to it.

The suggestion of yjea10715 of Shenzhen Lanhuo Information Technology Co., Ltd. is as follows:

1. Before the product is put on the market, it is necessary to do market research on the product and clarify the positioning of the product;

2. When the actual sample arrives, it is not easy to place an order;

3. When there is a problem with the product, the delivery should be terminated, and new products should be improved in time. It may take time to affect the delivery and improve the product and cause the cost to rise, but it must be improved;

4. Regarding the return problem, the product to be returned should be recovered in time, and the current improvement of the new product should be notified in time to send the new product;

5. Regarding the product that has been ordered, the order should be cancelled immediately, and the loss will be borne by the factory Share the responsibilities with the company proportionally;

6. For the products that have been produced, you can also adjust the price appropriately and sell them through other channels;

7. You must be cautious about the placement of advertisements, because your target group is very Clearly (learning institutions and students), targeted advertising can be carried out to reduce the cost of early marketing. The high cost of advertising can be a big burden on your upfront operations.

Glad that the problem has occurred

Sang Mingming from Harbin UFIDA Software Company suggested that if there is a problem now, it may not be a good thing for Zhang Shi and the others. At least this can make these entrepreneurs look at such issues more soberly and rationally.

First of all, if it is very difficult to start a business, it will not be smooth sailing, let alone the beginning of the business. But small flaws shouldn't cover up good ideas. Although their products did not meet the expected requirements, at least we can know from the feedback that this idea has been recognized by everyone.

He felt that the current solution should not be simply recycling products, but should take into account the interests of the company's development and customers, and should consider and solve the problem from two aspects.

First, a special person is responsible for the quality supervision of the product, and the responsibilities are clearly defined.

Second, give the customer a reasonable explanation. For example, the customer purchased the first-generation experimental product, and the purpose of introducing it to the market is to improve the quality of the new product through the customer's feedback information. The second generation of products is about to be launched. In line with the attitude of being responsible for new and old customers, the company can replace new products for customers free of charge. Although it seems that there is a suspicion of deceiving customers, for a new business enterprise, if it loses its trust in customers for the first time, it will be difficult to develop its own market business. Finding a better reason is not only to protect yourself, but also to dispel the customer's concerns about the company, and it can really solve the problem. This is something to try.

Financial strategy to turn ideas into selling points

Qing Pingle from Technology Consulting Holdings believes that good ideas do not equal good selling points. Its necessary conditions have at least two points: one is technically feasible, and the other is financially feasible. Portable baffle desks are technically possible, but financially viable (i.e. whether they can make money) is not known. Qing Pingle believes that several entrepreneurs hurriedly launched without a certain amount of effort in financial feasibility analysis and invested heavily in advertising is an important reason for their financial difficulties. Due to the lack of financial feasibility analysis, they were unable to make a coping strategy when the processing plant changed the design and seriously affected the core competitiveness of the product, and were forced to sell products that were obviously deviated from the original design intent.

Therefore, their top priority is to make a financial feasibility analysis, conduct research on at least the following four aspects, and obtain relevant information:

(1) The market price and investment of an ordinary desk What is the cost?

(2) What is the investment of a portable desk with a cover?

(3) What is the possible price a potential customer can offer for a desk?

(4) What is the potential customer size (what is the break-even point)?

With these data, on the one hand, there is a basis for bargaining with the processing plant, and on the other hand, there is a basis for making strategic decisions: whether the idea can make money. Furthermore, whether to start a company by yourself, or apply for a patent for an idea to attract other capital to invest in the company, or simply transfer the patent.

Second, if it is financially feasible, if you decide to maintain the company, you should immediately sign a processing and production contract with the processing factory to clarify the rights and obligations of both parties. Design and manufacture, maintain the core competitiveness of new desks, and thus ensure smooth sales.

Third, pay attention to the development and design of novel product styles, and design different portable desks with baffles suitable for different groups of people and different places to expand the scale.

Starting a business is not easy. Entrepreneurial passion is absolutely necessary, but passion alone is not enough. Entrepreneurs need to carry out Zhou Xiang's plans and down-to-earth work with passion, including market research, project plans, company operation planning, etc.

This article was compiled by Frank Deng. For more analysis, please visit the CEConlines website.