Some thoughts on how to do a good job in market research before the start of new projects

After half a year's precipitation, the main direction of entrepreneurship has been basically determined, but market research still needs unremitting implementation and implementation. Only by knowing the value of doing things can we not hesitate to invest in enthusiasm and stick to our beliefs.

First of all, to put it simply, we should understand three aspects: the purpose, scope and target population of the survey.

The purpose of the study is to know how many years of sustainable development space this project has, how much profit space it has, and how much time and energy it takes up, and whether the contribution is directly proportional to the harvest.

Research scope: the whole city, mainly the urban area.

Survey group: people who graduated from grade three or above, including all kinds of high school students, all kinds of secondary vocational school students, vocational education and training institutions and academic upgrading institutions.

Secondly, according to its own positioning, it starts from social environment research, policy environment research, competitive institutions research and customer research.

1. Social environment survey: urban population, GDP, per capita income, the number of key schools to be conquered and their scores, the number and distribution of institutions of the same type, the main business of institutions of the same type in the last two years, and the demand of human resources institutions for the same type of job market.

2. Investigation of policy environment: site requirements, cost considerations, school-running qualification requirements, docking of surrounding government departments, ways to avoid risks, and the degree of influence of national policies on major project markets.

3. Investigation of competition agencies: How many local companies are doing this kind of business, what are the specific projects, how many people are there, how to recruit students, what is the effect, the fees charged by the agencies, the requirements for recruiters, the existing problems and obvious shortcomings, and the reasons for the fastest development.

4. Customer base research:

Student information: name, gender, age, school, class, latest exam results, good at subjects, whether art students, whether they have enrolled in extra-long classes, QQ, telephone, WeChat, what kind of school they plan to attend at present, and what are the criteria for choosing a school (near home, going to Wuhan, going to school with good friends, taking an undergraduate course, and what major they want to study).

Design question: Would you like to study abroad? From what grade did you start consulting abroad? How do you know about other institutions studying abroad? If you earn 300,000 yuan a year after returning to China, what price will you accept for tuition? Do you have a part-time job? Where do you like to go on weekends?

How to choose an effective way to expand customers?

To sum up, there are three kinds, online, offline and channel cooperation.

1. Offline:

1) The distribution and delivery of leaflets are selected at the school gate for accurate delivery, and the school district is the place where mothers often move.

2) Online-oriented: Baidu bidding, Meituan, information flow advertising, talk99, websites, official WeChat accounts, classified information websites such as 58, professional education websites such as where to study, other websites advertising 360, Netease, and other APP advertisements such as Parents Help and Weibo.

3) Channel cooperation requires a certain ability of activity planning and execution.

We can exchange resources with other training institutions and publicize cooperative activities, such as birthday parties. Push each other's quality resources

School cooperation can be in the form of public lectures and assistance in teaching and research.

How to choose a site?

The width, area, rent, lease conditions and supporting furniture of the facade; Surrounding environment, such as people flow, traffic flow, direction of people flow, parking situation; Traffic conditions such as the number of nearby bus stations, subway stations and bus lines; Competition, such as the number and situation of competitors within a radius of 3 kilometers; There are also schools with concentrated target groups and places where students often go on weekends.

After the above information is completed, it will be summarized and handed over to teaching and training institutions for exchange in exchange for more information and resources.