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16 RAZLOGOV, ZAKAJ PODJETJA PROPADEJO

23. 1. 2024

V zadnjih 5 letih sem se z 2.500 podjetniki pogovarjal o njihovih poslovnih ambicijah. Ko sem jih poslušal, sem pri nekaterih dobil neprijeten občutek, saj sem vedel, da so skrenili s poti in da bodo njihova podjetja po vsej verjetnosti propadla.

Tu je 16 razlogov, zaradi katerih dobim ta občutek.

1. To počnete samo zaradi denarja

Poslovna ideja, ki jo razvijate, izvira iz nekega trenda, ki ste ga opazili in ki trenutno prinaša veliko denarja. O tej ideji se je veliko pisalo. Opazili ste jo in jo nameravate uresničiti.

To je skoraj tako, kot da bi želeli ujeti avtobus, ki je ravnokar odpeljal s postaje… Prepozni ste! Ljudje, ki služijo denar v dobičkonosnih branžah, so tisti ljudje, ki so že bili v tej branži, še preden je začela prinašati denar (upam, da razumete, kaj sem želel povedati).

2. Izdelek prodajate po nizki ceni in nimate investitorjev

Takoj ko mi nekdo omeni, da se njihovi glavni izdelki prodajajo po cenah od 10€ do 500€, vem, da bo njihovo podjetje zašlo v t. i. “J” krivuljo. In če podjetnik nima na voljo novih investicij, se bo težko izvlekel iz najnižje točke te krivulje.

Podjetju bo na začetku dobro kazalo, saj bodo ljudje hvalili izdelek in nekateri ga bodo celo kupili. Nato pa bodo ugotovili, da morajo zaradi na novo zaposlene asistentke ali tajnice prodati 57 izdelkov na mesec – samo da pokrijejo strošek njene plače.

3. Nikoli niste bili zaposleni v tej panogi

Eden izmed preizkušenih načinov, da imate/ustvarite uspešno podjetje, je ta, da ste bili pred tem zaposleni v točno takšnem podjetju, kot ga želite sami ustvariti. Tako se lahko naučite veliko novega, opazite stvari, ki jih je potrebno izboljšati, in razvijete nek občutek za dobavitelje in kontakte, ki jih boste kasneje potrebovali.

Večkrat sem takole rekel ljudem, ki razmišljajo o tem, da bi odprli svoje podjetje: najdite si službo v podobnem podjetju, kot ga sami načrtujete, četudi le za 90 dni (ne glede na to, kako brezvezno delo bosta opravljali). Če to naredite, se bistveno zmanjša verjetnost, da bo vaše novo nastalo podjetje propadlo.

4. Od ljudi pričakujete, da bodo kupili vaš izdelek

Google se zanaša na svojo prodajno ekipo, prav tako BMW in Rolex. In enako bo pri vas. Včasih bo kakšna stranka prišla sama do vas in kupila vaš izdelek. A večino časa boste morali sami iti med ljudi in aktivno prodajati (to bo še posebej pomembno na začetku). Če tega ne boste želite delati in ne boste šli do strank, potem je zelo malo verjetno, da boste pritegnili, izobrazili in zadržali prodajalca, ki bi to počel za vas.

Da bo vaše podjetje uspešno, boste morali iti do strank, morali boste prodajati na sestankih ali po telefonu…. In verjetno bo kar nekaj časa tako.

5. Ne marate tvegati

Vsak podjetniški podvig nosi s seboj določeno mero tveganja. Veliko podjetnikov najprej nazaduje, preden napreduje.

Če vas vrže iz tira ideja, da bi s kreditno kartico plačali oglas (za katerega nimate pojma ali bo deloval) samo zato, da preverite, kaj se bo zgodilo – potem podjetništvo najbrž ni za vas.

6. Imate blodnje

Če se vaše podjetje vrti okoli idej, kot so npr. “Izboljšajmo to, kar Facebook počne narobe” ali “Nadgradili bomo Google” ali “Postal bom naslednji Richard Branson” … obstaja zelo velika verjetnost, da ne boste dosegli nič od tega. Še bolj pomembno pa je to, da vas ljudje ne bodo jemali resno.

Preden mi poveste zgodbo v slogu polkovnika Saundersa ali Walta Disneya, začnite najprej s čim manjšim in zadevo naredite tako, kot je treba – tako kot so to naredili Facebook, Google in Branson.

7. Ne izstopate, ste dolgočasni, vedno enaki in predvidljivi

Če je vaša edinstvena prodajna tehnika ta, da ste malce boljši, za kanček hitrejši, za kakšen evro cenejši in bolj prijazni, potem to zagotovo ne bo dovolj, da naredite vtis.

Če dobite občutek, da je vaše podjetje dolgočasno, potem morate razmisliti, kako ga boste naredili zanimivega.

8. Delate sami

Moje prepričanje je, da ima lahko podjetje, ki še nima prihodkov, minimalno zaposlena 2 človeka. Ko ima podjetje prihodke, pa morajo ekipo sestavljati vsaj 3 ljudje. Potem morate TAKOJ zrasti na 4-12 ljudi s prihodki 100K+€ na osebo.

Podjetje je timski šport in če ste solo igralec, se boste po nepotrebnem zelo naprezali.

9. Ne ukvarjate se neprestano s »stiskanjem« svojih številk

Poslovneži, ki so uspešni, se v svojem prostem času neprestano ukvarjajo s svojimi številkami. Pripravljajo si tabele, ki jim omogočijo, da se lahko igrajo s cenami, stroški in maržami. Ko jih nekdo vpraša o financah, imajo dober nadzor nad svojim dejanskim stanjem in projekcijami za prihodnost.

Tisti, ki jim ne gre tako dobro, pa pogosto ne znajo povedati, kdaj bodo prišli na zeleno vejo, kakšna je njihova bruto marža ali kakšni so stroški pridobitev ene nove stranke.

10. Ne želite si, da vas povezujejo z vašim podjetjem

Če rečete “Ne želim biti povezan s tem podjetjem”, potem zadeva najbrž ne bo stekla. Razen če imate veliko denarja, ki ga lahko vložite v to podjetje.

Ko na tržišče vstopi novo podjetje, želijo ljudje vedeti, kdo stoji za njim. Če ne želite biti povezani s svojim podjetjem, potem vas bo premagala oseba, ki bo to bila.

11. Nimate na tisoče potencialnih strank?

Ko dobite prvo stranko je super. Ampak v realnosti jih potrebujete na stotine, če želite, da bo vaše podjetje uspešno. Da dobite 100 strank, se morate dogovoriti za vsaj 300 sestankov s strankami z vašega seznama 1.000 potencialnih strank.

Pomembno je, da veste, kako boste pridobivali nove stranke in kako boste ohranili ta trend.

12. Ljudem ni jasno, s čim se ukvarjate in zakaj je to primerno za njih

“Vsako dobro podjetje se začne z odlično kratko predstavitvijo,” mi je enkrat rekel Mike Harris. Glede na to, da je zgradil tri blagovne znamke, ki so vredne več milijard dolarjev, bo že vedel, o čem govori.

Če ne znate odlično predstaviti, kaj počnete, potem je to isto, kot da imamo kovček, ki je poln denarja in ga ne moremo odpreti. Nihče ne ve in nikomur ni mar, kaj je v njem.

13. Ljudje vas ne morejo spoznati

Danes ljudje najprej spoznajo vaše podjetje, šele potem od vas tudi kupijo. Prej želijo spoznati vašo filozofijo, vaše metode, vašo zgodbo, vaše študije in vaše ideje za prihodnost. Če do tega ne morejo priti, bodo šli drugam.

Da bi vas spoznali pa ljudje potrebujejo članke, bloge, videe, podcaste, poročila ali celo knjigo, ki ste jo napisali.

14. Vi ste izdelek

Če se podjetje vrti le okoli vas, se je s tem težko meriti in prej ali slej boste pregoreli.

15. Ljudje ne vedo, da obstajate

Trdno verjamem, da “ste to, kar Google pove o vas”. Zato je pomembno, da ljudje dobijo o vas na nek enostaven način konsistentne, pravilne in verodostojne informacije. Poleg tega morate stopiti v stik z ljudmi in jim povedati, da obstajate. Oglasi, hladni klici, PR, dogodki, itd. so vsi del zdrave poslovne strategije, katere namen je, da vas stranke spoznajo.

Zapravite denar ali pa bankrotirajte, medtem ko čakate, da bo telefon zazvonil.

16. Želite narediti preveč stvari

Vaše podjetje lahko v naslednjih 5 letih naredi 1-3 stvari pravilno. Od vseh Googlovih eksperimentov iz zadnjih 15 let, jih le malo prinaša dobiček – oglaševanje na iskalniku še vedno predstavlja 96 % njihovih prihodkov. Če niste osredotočeni na eno ključno zadevo, potem boste povprečni pri več stvareh; to pa je nevarno. Poglejte npr. Twitter, ki se je osredotočil na zgolj majhno in preprosto orodje za objavljanje, a so na koncu postali dominantni ravno v temu majhnemu segmentu: sedaj so vredni 4x več kot angleška Pošta.

Premislite torej, ali morda tudi sami počnete katero od zgornjih napak, ki tako pogosto vodijo v propad novo nastalih podjetij, in kaj lahko naredite, da bi se ji v prihodnje izognili.

Avtor: Daniel Priestley

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  • Daniel Priestley

    Daniel Priestley je uspešen podjetnik, mednarodni govorec in bestselling avtor. Svojo podjetniško pot je začel pri rosnih 21. letih in do svojega 25. leta zgradil več milijonski posel na področju marketinga in vodenja. Svoja uspešna podjetja ima v Veliki Britaniji, Avstraliji in Singapurju. Pravi, da ima veliko srečo, da je pri svojem poslu imel izjemnega mentorja Mike Harris-a, ki je postavil tri ikonična podjetja vredna več milijard. Daniel je aktiven tudi v dobrodelnih organizacijah, katerim je pomagal zbrati že več sto tisoč funtov.

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Izjemne tehnike, ki jih boste spoznali, vam bodo pomagale skokovito povečati učinkovitost marketinga in pridobiti več strank. Vsaka tehnika je predstavljena na eni strani in vsebuje tudi konkreten primer uporabe v podjetju. Avtorja programa sta mednarodni bestselling avtor Robert Rolih in podjetniška svetovalka Sara Brezigar.

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