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10 PRAVIL RASTI ZA PODJETNIKE IN MALA PODJETJA

2. 4. 2024

Na spletu sem ujel zanimiv naslov, ki me je pritegnil. 10 pravil rasti. Ko sem kliknil, sem odkril raziskovalno delo podjetja McKinsey, ki je preučilo navade uspešnih podjetij glede rasti. Prebral sem ga, saj me je zanimalo, ali teh 10 pravil za ideje o rasti ustreza vsem podjetjem. Ali ustreza tudi malim podjetjem, kot je moje, in podjetnikom? Sprehodil se bom skoznje in jih komentiral skozi prizmo lastnika malega podjetja.

1. pravilo: Na prvo mesto postavite konkurenčno prednost

V članku je navedeno, da morate začeti z zmagovalno formulo, ki omogoča rast in širitev. Jasno, to je ključnega pomena, če želite rasti. Ko se posvetujem s podjetniki, pogosto ugotovim, da nimajo jasne predstave o tem, kako izstopajo na trgu. Če mi ne morete preprosto razložiti tega, kako se razlikujete od ostalih, kako lahko pričakujete, da bodo stranke razumele, zakaj ste posebni?

Vodje podjetij spodbujam, da dokončajo ta stavek: “Samo mi …”, da bi razvili smiselne točke razlikovanja. Morda bo trajalo več tednov, da boste prišli do odgovora, vendar ga boste našli. In ko ga najdete, je osvobajajoč in predstavlja vaš zemljevid možne rasti.

2. pravilo: Naj bo trend vaš prijatelj

To mi je všeč.

V svoji knjigi Kumulativna prednost pišem o ustvarjanju zagona s prilagajanjem svoje konkurenčne prednosti na priložnosti, ki jih nenehno ustvarja ta hitro spreminjajoči se svet. Na predavanju na dogodku TED sem opisal strategijo doseganja pomembnosti skozi oči surferja. Verjetno imate odlično desko (vašo konkurenčno prednost). Torej vam ni treba zamenjati deske – potrebujete le nov val!

Nenehno spremljanje trendov in dajanje prednosti donosnim, relevantnim in hitro rastočim trgom je absolutna zahteva za podjetnika! Nimamo časa, da bi se nenehno na novo izumljali, in tega nam tudi ni treba, če se zavedamo ustreznih valov sprememb, ki prihajajo.

3. pravilo: Ne bodite sledilci

V omenjenem članku je navedeno, da ni dovolj, da greste s tokom – prehiteti morate svoje vrstnike oziroma druge podjetnike. To pomeni, da morate biti najboljši v svoji niši.

Ko sem v preteklosti poučeval o družbenih omrežjih in vsebinskem trženju, sem opisal ključne lastnosti vodilnih akterjev na teh področjih. Oni oziroma njihove vsebine so stisnjene v kratico RZPZ:

  • relevantni/e
  • zanimivi/e
  • pravočasni/e
  • zabavni/e

V začetku pojava digitalnega trženja je bilo to dovolj. Okoli leta 2016 sem dodal črko S (oziroma B v slovnščini), ki označuje pridevnik boljši (RZPZB). Dobro ni več dovolj. Preprosto ne morete biti dobri. Biti morate boljši, nadpovprečni, izstopajoči, sicer boste zaostali. Še naprej si prizadevajte za boljše.

4. pravilo: Okrepite svoje bistvo

Zame to pomeni osredotočenost. Pomanjkanje osredotočenosti je velika težava podjetnikov, ki jih treniram. Skačejo od ideje do ideje brez načrta. Sem velik zagovornik osredotočenosti in discipline v malem in rastočem podjetju!

Osredotočite se na rast v svoji osnovni panogi – brez tega ne morete zmag(ov)ati.

Če bi moral glasovati o najpomembnejšem izmed teh pravil za rast, bi bilo to prav to pravilo, saj je osredotočanje na bistvo poslovanja v praksi zelo neuspešna točka za številna podjetja.

5. pravilo: Poglejte onkraj svoje panoge

V članku sem zasledil tudi predlog, da morate spodbujati rast na sosednjih ali sorodnih poslovnih področjih.

Na tej točki bi bil nekoliko previden. Nasvet vsekakor drži, a ne pretiravajte, da ne bi zmotili svojega fokusa. Ko je čas za rast, si oglejte tudi sosednja področja.

Pri večini malih podjetij sem ugotovil naslednje: svet jim govori, kako naj rastejo, a tega preprosto ne slišijo. Včasih se podjetniki tako močno zaljubijo v eno idejo in eno vizijo prihodnosti, da ne upoštevajo novih načinov, s katerimi jih stranke vlečejo v nove donosne priložnosti!

6. pravilo: Rastite tam, kjer veste kako

Bodite pozorni na zanimive nove potrebe in trende v svojem mestu in lokalni skupnosti. Nekatera najbolj neverjetna podjetja so nastala na podlagi majhnih opazovanj trendov na lokalni ravni.

Prav na tem področju mala podjetja najdejo svoje zlato. Velika podjetja, ki iščejo naslednjo idejo za ustvarjanje milijonov in milijard, večino niš spregledajo. Toda podjetniki imajo moč in povezave, da v nišah ustvarijo svoje bogastvo.

V članku je posebej poudarjeno, da je to zmagovalna strategija. Pomislite, kako se vaše spretnosti in kompetence prekrivajo z drugimi novimi potrebami trga?

7. pravilo: Osredotočite se na zmago v lokalnem okolju

Tako kot je težko doseči splošno rast, če vaš osnovni posel ne uspeva, je malo verjetno, da boste lahko povečali rast, če ne boste (najprej) zmagali na lokalnem trgu.

Za podjetnika je lokalno okolje njegov testni poligon. Če vam uspe zmagati na domačem trgu, se lahko naučite lekcij, ki vam bodo pomagale povsod drugje.

8. pravilo: Poslujte globalno

To je najbolj vznemirljiv vidik večine današnjih podjetniških dejavnosti: skoraj vsako podjetje je potencialno mednarodno podjetje, saj lahko internet zagotovi globalno povpraševanje za vsak inovativen izdelek ali idejo.

To je bila napaka, ki sem jo storil na začetku svoje podjetniške kariere. Razmišljal sem preveč omejeno. Načrtoval sem, da bo moj posel omejen na lokalno regijo, v resnici pa me je našel svet in me zaposlil. Zato bodite pozorni na globalne trende v analitiki vašega spletnega mesta.

9. pravilo: Prevzemajte pragmatično

McKinsey je za pripravo svojega poročila preučil velika podjetja in ugotovil, da združitve in prevzemi predstavljajo približno tretjino rasti prihodkov med obravnavanimi podjetji.

Pri ustanavljanju podjetja je običajno poudarek na organski rasti in denarnem toku. Zato je to pravilo morda nekoliko manj pomembno za podjetniško miselnost.

Čeprav na začetku morda ne razmišljate o združitvah in prevzemih, vseeno ne spreglejte moči sodelovanja.

10. pravilo: Tudi krčenje lahko spodbudi rast

Poročilo podjetjem predlaga neusmiljeno krčenje portfelja izdelkov in storitev, če je to potrebno. To je zelo zdrav predlog. Kot lastnik podjetja, ki nosi več klobukov, se ponavadi znajdem v rutini dejavnosti, ne da bi pogledal, ali ta dejavnost še vedno deluje tako (donosno), kot je delovala nekoč.

Ob koncu vsakega leta nekaj dni razmišljam o strategiji in o tem, kaj dejansko počnem, kaj moram opustiti in s čim moram začeti. To je v preteklih letih privedlo do nekaterih dramatičnih sprememb. Toda mislim, da se morate kot podjetniki vprašati naslednje … Svet se tako hitro spreminja – če tudi sami NE delate dramatičnih premikov, ali je morda z vašo strategijo kaj narobe?

Zapomnite si – stalno iskanje napredka

Prebral in komentiral sem zanimiv članek o pravilih rasti. Upam, da sem te ideje ustrezno prilagodil za svet malih podjetnikov.

Prav tako bi rad izpostavil tehniko pisanja, ki sem jo uporabil danes. Ustvaril sem smiselno in zanimivo objavo s skoraj 1.000 besedami – izvirna zamisel pa ni bila moja. Verjetno nekaj podobnega naredim enkrat na četrtletje, ko vidim kakšen drug članek, ki je zanimiv … vendar mu nekaj manjka. V tem primeru gledam na filozofijo, ki stoji za strategijo rasti multinacionalke, skozi prizmo podjetnika.

Naredil oziroma dodal sem tisto, kar je manjkalo.

avtor: Mark Schaefer

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Author

  • Mark Schaefer

    Mark Schaefer je avtor petih best selling knjig o marketingu (Social Media Explained, Return On Influence, Born to Blog, The Content Code in The Tao of Twitter, najbolj prodajane knjige o Twitterju na svetu). Njegove knjige se uporabljajo kot učbeniki na več kot 50 univerzah, prevedene pa so v 12 jezikov. Mark je glavni bloger na svojem spletnem dnevniku Businesses Grow (https://www.businessesgrow.com) in izvršni direktor Schaefer Marketing Solutions. Je sovoditelj oddaje The Marketing Companion, ki sodi med deset najboljših marketinških oddaj na iTunesu. Njegov blog sodi v 1 % blogov z največjim številom komentarjev na svetu. Predaval je za največje blagovne znamke na svetu in je znan po svojih izvirnih, provokativnih in globokih pogledih na poslovne probleme, s katerimi se soočamo danes in na strategije, ki bodo zmagale v prihodnosti. Bil je uvrščen na Forbes-ov seznam deset najboljših avtoritet socialne prodaje.

Pri Business Titans priporočamo

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