Impinduramatwara

Impinduramatwara ya marginal nimwe murwego rukomeye cyane ba rwiyemezamirimo ba kijyambere bakoresha kugirango barusheho guhangana nabo badafite ishoramari rinini cyangwa pivot nijoro. Mugushimangira inyungu ziyongera mubikorwa byose byubucuruzi, abashoramari bumva imitekerereze ya marginal bahora batsindira intsinzi nto mubisubizo bihinduka.

Impinduramatwara ya Marginal niyihe mubyukuri kandi kuki ari ngombwa mubucuruzi?

Impinduramatwara ya marginal yatangiriye mubukungu bwikinyejana cya 19 mugihe abatekereza nka William Stanley Jevons, Carl Menger, na Léon Walras bigenga bavumbuye ko agaciro k'ubukungu katagenwa nibikorwa byose ahubwo ko ari marginal utility - agaciro k'igice kimwe cyiyongera. Bikoreshwa mubikorwa byubucuruzi bugezweho, ubu bushishozi bwimbitse: iterambere ntiriva kumurongo umwe munini ahubwo biva muburyo budasubirwaho kunoza ibyemezo byose, inzira zose, buri mukiriya wese ku ijanisha rito.

Umutoza w'amagare mu Bwongereza Dave Brailsford yamenyekanye cyane nk'ibi "gukusanya inyungu ziva mu mariginal," azamura buri kintu cyose mu mikorere ku kigero cya 1% gusa. Ikipe ye yavuye hafi-ntaho ihuriye no kuyobora Tour de France mumyaka. Ubwenge bumwe bukoreshwa no gupima ubucuruzi. Iyo utezimbere ihinduka rya 2%, kugumana kwabakiriya kuri 3%, no gukora neza kuri 4% icyarimwe, ingaruka zo guteranya mumezi 12 zirashobora gukuba kabiri umusaruro wawe utarinze gukuba kabiri ikiguzi cyawe.

"Ntabwo uzamuka kurwego rwintego zawe, ugwa kurwego rwa sisitemu." - James Clear. Mu bucuruzi, impinduramatwara ya marginal ni impinduramatwara ya sisitemu: kwegeranya sisitemu nziza, buri kimwe cyateye imbere ku ntera, gitanga umusaruro nta terambere na rimwe ryigeze rishoboka.

Nigute Uburyo Bwibanze Bwibitekerezo bya Marginal Bitera Ubucuruzi Bwiza?

Isesengura rya marginal mubikorwa risobanura kubaza ikibazo runaka mbere yicyemezo cyose: niyihe nyungu yinyongera yiki gikorwa gikurikira ugereranije nigiciro cyiyongereye? Uku gushushanya guhindura uburyo abashoramari batekereza kubyerekeye gutanga akazi, gukoresha ibicuruzwa, guteza imbere ibicuruzwa, no gushora imari kubakiriya.

Reba ibiciro. Ibigo byinshi bishyiraho ibiciro bishingiye kubiciro byongeweho cyangwa ibipimo byabapiganwa. Umuntu utekereza cyane ariko arabaza ati: ni ikihe giciro umukiriya ukurikira yabonye atanga inyungu nziza nyuma yo kugura, ikiguzi cyo gushyigikirwa, hamwe ningaruka za churn? Ubu buryo bwa marginal bukunze kwerekana ko ubucuruzi bushobora gutanga inyungu igice cyakekaga ko kidafite inyungu - cyangwa ko giha agaciro cyane urwego rwo hejuru.

Ubwenge bumwe bukoreshwa muburyo bwiterambere, kwamamaza ibicuruzwa, n'imiterere yitsinda. Icyemezo cyo kugabura ibikoresho byose kirakaze iyo gisuzumwe ku ntera aho guhuriza hamwe.

Ni ubuhe buryo bukomeye bwo gushyira mu bikorwa ingamba z’ubucuruzi bwa Marginal?

Amashyirahamwe yashyize mubikorwa amahame ya revolution ya marginal asangiye ADN ikora. Bakoresha ibyubatswe, byihuta cyane byo gutezimbere kuruta gusubiramo buri mwaka. Imyitozo ikurikira iranga abakora cyane marginal:

• Imiterere yububiko bwa sisitemu: Aho kuba inzira ya monolithic, bubaka ibikorwa muburyo butandukanye, bwigenga bidashoboka - kubwibyo guhindura ubwato ntibisaba kubaka urugendo rwose rwabakiriya.
• A / B kwipimisha ku gipimo: Buri kintu cyose kireba abakiriya - imirongo yibintu, urupapuro rwibiciro, ibicuruzwa byinjira - bifatwa nka hypothesis igomba kugeragezwa, hamwe nabatsinze marginal bazengurutse gahunda.
• kugabanuka kwa 5% muri churn ya buri kwezi birashobora kongera LTV 50-100% mugihe cyubuzima bwabakiriya bitewe nuburebure bwamasezerano yawe.

Nigute Gutekereza kwa Marginal Kugereranya no guhanga udushya nkingamba zo gukura?

Guhanga udushya tubona imitwe myinshi, ariko impinduramatwara ya marginal niyo mibare niyo nzira yizewe yo kuzamura ubucuruzi burambye. Ihungabana risaba gutega tekinoloji itazwi cyangwa isoko; marginal optimizasiyo ikora kubikorwa bizwi hamwe nibipimo byiterambere byateganijwe.

Ubushakashatsi bufatika mumyitwarire yubuyobozi burigihe bwerekana ko ibigo bikora iterambere ryimikorere itunganijwe bikomeza inyungu za EBITDA hamwe nigiciro cyo kugura abakiriya ugereranije nabakurikirana iterambere binyuze mumasoko manini manini. Impamvu iroroshye: inyungu zanyuma zubaka ubumenyi bwinzego. Buri terambere rito ryigisha itsinda ryanyu ikintu cyihariye kubakiriya bawe nigikorwa cyawe, ugashiraho umutungo wubwenge utagira umunywanyi ushobora kwigana byoroshye.

Ibi ntibisobanura guhanga udushya. Abashoramari batsinze cyane bahuza marginal optimizasiyo yimikorere iriho hamwe no gutoranya, gusubizwa neza-gutezimbere isoko ryimiterere. Sisitemu y'imikorere ya Mewayz 207-module ni uburyo butaziguye bwerekana iyi filozofiya - yubatswe ku ntego kugira ngo ubucuruzi butere imbere bushobore gushyira mu bikorwa, gupima, no guteza imbere buri cyiciro gikora mu bwigenge mu gihe urubuga ubwacyo rugenda rukura hamwe n'ibyo bakeneye.

Ibimenyetso bifatika bivuga iki kubyerekeye guhuza ibikorwa bitezimbere ubucuruzi?

Imibare yo guteranya ituma impinduramatwara ya marginal itumvikana neza ahubwo ni imibare byanze bikunze. Ubucuruzi butera imbere kuri 1% buri cyumweru bwiyongera hafi 67% mugihe cyumwaka. Kuri 2% buri cyumweru, ubwo bucuruzi burenze bubiri. Ntabwo aribwo buryo buteganijwe - ni inzira zerekana iterambere ryubucuruzi bwakoresheje uburyo bunoze bwo kunoza imikorere mubikorwa byabo.

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Ibibazo bikunze kubazwa

Ese inzira ya revolution ya marginal irareba gusa imishinga minini?

Oya - mubyukuri, imitekerereze ya marginal irusha imbaraga imbaraga kubucuruzi buciriritse kandi buciriritse. Amashyirahamwe yimishinga akenshi afite inzira nyinshi zashinze imizi kuburyo impinduka zidindiza kubishyira mubikorwa. Abakora ibikorwa bito barashobora kumenya icyuho cyo kuwa mbere hanyuma bakagerageza igisubizo bitarenze kuwa kane, bikagabanya uruzinduko rwiza.

Nabwirwa n'iki ko hagomba kunozwa mbere mubucuruzi bwanjye?

Tangira hamwe na metrici cyane cyane hejuru yinjiza: kubucuruzi bwinshi, iyi niyo kuyobora igipimo cyo guhindura cyangwa igipimo cyo kugumana abakiriya. Iterambere rya 1% muri byombi bitanga ingaruka zidasanzwe. Koresha ibidukikije bisesenguye - nka Mewayz yubatswe muburyo bwo gutanga raporo - kugirango umenye aho umuyoboro wawe wubu utakaza agaciro gakomeye kubashyitsi cyangwa umukiriya.

Bifata igihe kingana iki kugirango tubone ibisubizo bivuye mu ngamba zo kunoza imipaka?

Ubucuruzi bwinshi bubona ingaruka zifatika mugihe cyiminsi 60-90 uhereye kubikorwa bya gahunda. Ukwezi kwambere mubisanzwe kugaragara amahirwe yawe yo kunoza ingaruka; ukwezi kwa kabiri kwerekana inyungu zambere; ukwezi kwa gatatu, ingaruka zingirakamaro zipimwa mumafaranga yinjira no kugumana. Guhuza inzira - ntabwo umuvuduko wimpinduka - ni ugusobanura impinduka.

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Impinduramatwara ya marginal ntabwo ari igitekerezo cyo gushimirwa kure - ni gahunda ifatika kubucuruzi bugamije gutera imbere neza kandi burambye. Niba witeguye kubaka iyo sisitemu, tangira konte yawe ya Mewayz uyumunsi hanyuma ugere kubintu 207 bigamije intego yo kugufasha kumenya, gushyira mubikorwa, no guhuza inyungu zawe zingana kuri buri cyiciro cyibikorwa byawe.