I-Marginal Revolution

I-marginal revolution iwuhlaka olulodwa olunamandla osomabhizinisi besimanje abalusebenzisayo ukuze bakhulise izimbangi zabo ngaphandle kokutshalwa kwezimali okukhulu noma ama-pivots ebusuku. Ngokugxila enzuzweni ekhuphukayo kuyo yonke inqubo yebhizinisi, o-opharetha abaqonda ukucabanga okuncane ngokuqhubekayo bahlanganisa izinzuzo ezincane zibe yimiphumela yoguquko.

Iyini Kahle Inguquko Eseceleni Futhi Kungani Ibalulekile Ebhizinisini?

Uguquko oluseceleni lwaqala kwezomnotho zekhulu le-19 lapho ongqondongqondo abafana no-William Stanley Jevons, u-Carl Menger, no-Léon Walras bethola ngokuzimela ukuthi inani lezomnotho alinqunywa ngokusetshenziswa okuphelele kodwa yi-insiza eseceleni — inani leyunithi eyodwa eyengeziwe. Kusetshenziswa imisebenzi yesimanje yebhizinisi, lokhu kuqondisisa kujulile: ukukhula akuveli ekugxumeni okukodwa okukhulu kodwa kusukela ekuthuthukiseni ngokuqhubekayo zonke izinqumo ezincanyana, yonke inqubo, yonke indawo yokuthinta ikhasimende ngamaphesenti amancane.

Umqeqeshi wamabhayisikili waseBrithani u-Dave Brailsford udume ngokusebenza lokhu "njengokuhlanganiswa kwezinzuzo ezingatheni," ethuthukisa yonke into yokusebenza ngo-1%. Iqembu lakhe lasuka ekungabalulekileni lafinyelela ekulawuleni iTour de France kungakapheli iminyaka. Umqondo ofanayo uyasebenza ekukhuliseni ibhizinisi. Uma uthuthukisa ukuguqulwa komthofu ngo-2%, ukugcinwa kwekhasimende ngo-3%, nokusebenza kahle ngo-4% ngesikhathi esisodwa, umphumela wokuhlanganisa ezinyangeni eziyi-12 ungaphinda kabili okukhiphayo kwakho okusebenzayo ngaphandle kokuphinda izindleko zakho.

"Awukhuphuki ezingeni lemigomo yakho, uwela ezingeni lamasistimu akho." — James Clear. Ebhizinisini, uguquko oluseceleni ekugcineni luwuguquko lwezinhlelo: ukuqoqwa kwezinhlelo ezingcono, ngayinye ethuthukisiwe emaphethelweni, kuveza imiphumela okungekho nokukodwa okuke kwaba khona.

Izindlela Eziyinhloko Zokucabanga Okuseceleni Ziyiqhuba Kanjani Imiphumela Yebhizinisi Langempela?

Ukuhlaziya okuncane ekusebenzeni kusho ukubuza umbuzo othize ngaphambi kwesinqumo ngasinye: iyiphi inzuzo eyengeziwe yalesi senzo esilandelayo ngokuhlobene nezindleko zaso ezengeziwe? Lokhu kuhlaka kubumba kabusha indlela o-opharetha abacabanga ngayo ngokuqasha, imali yokumaketha, ukuthuthukiswa komkhiqizo, kanye nokutshalwa kwezimali kwesevisi yamakhasimende.

Cabangela amanani. Amabhizinisi amaningi asetha izintengo ngokusekelwe kumamodeli ahlanganisa izindleko noma amabhentshimakhi aqhudelana naye. Umuntu ocabangayo oseceleni uyabuza: Yiliphi iphuzu lentengo lapho ikhasimende elilandelayo elitholwe likhiqiza inani eliqondile lengqikithi ngemva kwezindleko zokutholwa, izindleko zokusekela, kanye nengozi yokukhuphuka? Le ndlela yokwenza kancane ivamise ukudalula ukuthi ibhizinisi lingasebenzisa ngokunenzuzo ingxenye elicabanga ukuthi ayinanzuzo - noma lehlisa kakhulu izinga le-premium.

Umqondo ofanayo uyasebenza ekuthuthukisweni kwesici, ukumaketha kokuqukethwe, nesakhiwo seqembu. Sonke isinqumo sokwabiwa kwensiza siba bukhali uma sihlolwa emaphethelweni kunokuba sihlanganiswe.

Iziphi Izindlela Eziphumelela Kakhulu Zokusetshenzwa Kwesu Langempela Lebhizinisi Le-Marginal Business?

Izinhlangano ezisebenzise ngempumelelo izimiso ze-marginal revolution zihlanganyela nge-DNA efanayo yokusebenza. Asebenzisa imijikelezo ehlelekile, ephezulu yemvamisa yokuthuthukisa kunokubuyekezwa kwamasu kwaminyaka yonke. Le mikhuba elandelayo ikhombisa ama-opharetha asebenza kahle kakhulu:

• Izibuyekezo zemethrikhi zamasonto onke ezinemikhawulo yesenzo: Amaqembu asetha okuqondiwe kokuthuthukiswa okulinganiselwe (isb., +1.5% izinga lokuvula nge-imeyili kuleli viki) kunemigomo yekota engacacile, aqinisekisa ukuthi ukuziphendulela kuyalinganiseka futhi kuyashesha.
• I-Modular System Architecture: Kunokuba izinqubo ze-monolithic, zakha imisebenzi ngamamojula angacacile, angathuthukiski ngokuzimela — ngakho uguquko lokugibela aludingi ukwakha kabusha lonke uhambo lwamakhasimende.
• Ukuhlolwa kwe-A/B esikalini: Yonke into ebhekene nekhasimende — imigqa yesihloko, amakhasi entengo, ukugeleza kokugibela — ithathwa njengenkoleloze okufanele ihlolwe, abawine abancane bakhishwe ngokuhlelekile.
• Ukuhlanganisa ama-loop okugcinwa: Ukuthuthukiswa okuseceleni kokunciphisa i-churn kunenzuzo enkulu; ukuncishiswa ngo-5% kwe-churn yanyanga zonke kungakhuphula i-LTV ngo-50–100% esikhathini sempilo yekhasimende kuye ngesilinganiso sobude benkontileka yakho.
• Ukubonakala kwedatha esebenza ngezindlela eziningi: Ukuthengisa, ukumaketha, ukusebenza, namathimba okusekela abelana ngedeshibhodi efanayo yokusebenza ukuze ukungasebenzi kahle okuncane kubonakale kuwo wonke umjikelezo wemali engenayo, hhayi ukuthungwa ngaphakathi kweminyango.

Ingabe Ukucabanga Okuseceleni Kuqhathaniswa Kanjani Nokuqamba Okusha Okuphazamisayo Njengesu Lokukhula?

Indlela emisha ephazamisayo ithola izihloko eziningi, kodwa uguquko oluncane ngokwezibalo luyindlela enokwethenjelwa yokukhula kwebhizinisi okuzinzile. Ukuphazamiseka kudinga ukubheja ekushintsheni okungaqinisekile kwezobuchwepheshe noma ezimakethe; ukulungiselelwa okuncane kusebenza ezinqubweni ezaziwayo ezinamazinga okuthuthukiswa abikezelwayo.

Ucwaningo oluqinile ekuziphatheni kwenhlangano lubonisa ngokungaguquki ukuthi izinkampani ezenza ukuthuthukiswa kwe-marginal okuhlelekile zigcina amamajini aphezulu e-EBITDA kanye nezindleko zokutholwa kwamakhasimende eziphansi kunalezo eziphishekela ukukhula ngama-pivots amakhulu ezikhathi ezithile. Isizathu siqondile: izinzuzo ezincane zakha ulwazi lwesikhungo. Ukuthuthukiswa ngakunye okuncane kufundisa ithimba lakho okuthile okuqondile ngamakhasimende akho kanye nokusebenza, kudala impahla yobuhlakani ehlanganisayo okungekho esiqhudelana nayo esingakwazi ukuyiphindaphinda kalula.

Lokhu akusho ukuthi ukuqamba okusha akusebenzi. Ama-opharetha aphumelele kakhulu ahlanganisa ukwenza kahle okuncane kwezinqubo ezikhona kanye nokubheja okukhethiwe, okunezinsiza ezikahle kumashifu emakethe yesakhiwo. Isistimu yokusebenza yebhizinisi yamamojula angu-207 ye-Mewayz iwukubonakaliswa okuqondile kwalefilosofi — inhloso eyakhelwe ukuze amabhizinisi akhulayo akwazi ukusebenzisa, ukulinganisa, futhi athuthukise isizinda ngasinye sokusebenza ngokuzimela kuyilapho inkundla ngokwayo ithuthuka nezidingo zabo.

Buthini Ubufakazi Obuqinile Ngokuhlanganisa Ukuthuthukiswa Kwebhizinisi?

Izibalo zokuhlanganisa zenza i-marginal revolution ingagcini nje ngokuzwakala kahle kodwa ngokwezibalo igwemeke. Ibhizinisi elithuthukayo ngo-1% ngesonto likhula cishe ngo-67% phakathi nonyaka. Ngo-2% ngeviki, lelo bhizinisi elifanayo lingaphezu kokuphindwe kabili. Lokhu akukona ukuqagela kwethiyori - kuyizindlela zokukhula ezibhaliwe zamabhizinisi amukele izinhlaka ezihlelekile zokuthuthukisa imingcele kuyo yonke imisebenzi yawo.

Ngabasebenzisi abangaphezu kuka-138,000 asebevele basebenzisa inkundla ye-Mewayz ngamanani entengo yakhelwe amabhizinisi asafufusa ($19–$49/ngenyanga), idatha evela kuleso sisekelo sabasebenzisi iqinisekisa imodeli: ukufinyeleleka, amathuluzi asetshenziswayo ahlanganisa zonke izizinda zokusebenza - kusukela ku-CRM kanye ne-e-commerce kuya ekuphathweni kweqembu nokuhlaziya ukuze kutholakale lezo zenzo ezikude kakhulu kunokusebenza okukude izitaki zamathuluzi ezihlukene.

Imibuzo Evame Ukubuzwa

Ingabe indlela ye-marginal revolution ihambisana kuphela namabhizinisi amakhulu?

Cha — empeleni, ukucabanga okuseceleni kunamandla ngokulinganayo kumabhizinisi amancane naphakathi nendawo. Izinhlangano zamabhizinisi zivame ukuba nezinqubo eziningi ezigxilile kangangokuthi izinguquko ezincanyana ziphuza ukuzisebenzisa. Ama-opharetha amancane angakwazi ukubona umgoqo ngoMsombuluko futhi ahlole isisombululo ngoLwesine, okucindezela umjikelezo wokuthuthukisa kakhulu.

Ngazi kanjani ukuthi imaphi amamajini okufanele ngithuthuke kuqala ebhizinisini lami?

Qala ngemethrikhi ekhuphuka kakhulu ngokuqondile emfuleni wemali engenayo: emabhizinisini amaningi, lokhu izinga lokuguqulwa okuholayo noma izinga lokugcinwa kwekhasimende. Ukuthuthukiswa okungu-1% kukho kokubili kukhiqiza umthelela omkhulu owehla nomfula. Sebenzisa indawo ehlanganisiwe yezibalo - njengamamojula okubika akhelwe ngaphakathi e-Mewayz - ukukhomba lapho ifaneli yakho yamanje ilahlekelwa khona inani elikhulu kakhulu lesivakashi ngasinye noma ikhasimende.

Kuthatha isikhathi esingakanani ukubona imiphumela yesu lokuthuthukisa eliseceleni?

Amabhizinisi amaningi abona imiphumela enengqondo yokuhlanganisa phakathi kwezinsuku ezingama-60–90 zokuqaliswa okuhlelekile. Inyanga yokuqala ngokuvamile iveza amathuba akho okuthuthukisa umthelela omkhulu kakhulu; inyanga yesibili ibonisa izinzuzo zokuqala; enyangeni yesithathu, imiphumela eyinhlanganisela iyalinganiseka kumamethrikhi emali engenayo kanye nokugcinwa. Ukungaguquguquki kwenqubo — hhayi ijubane loshintsho — wushintsho oluchazayo.

Uguquko oluseceleni akuwona umqondo ongawuncoma ukude — kuwuhlelo olusebenzayo lwamabhizinisi ahlose ukukhula ngokunemba nangokusimama. Uma usukulungele ukwakha leyo sistimu, qalisa i-akhawunti yakho ye-Mewayz namuhla futhi ufinyelele amamojula angu-207 akhelwe ukukusiza ukuthi ubone, usebenzise, ​​futhi uhlanganise izinzuzo zakho ezincane kuzo zonke izigaba zebhizinisi lakho.