Fourteen difficult problems in starting a business.

Fourteen difficult problems in starting a business.

Faced with these 14 problems, it is worth pondering: The following are 14 problems shared by J.L. For more business plans, please visit (www.oh 100.com/chuangye).

The first type: quality first.

Think that quality is everything, and analyze the product characteristics as the target group. Take the coffee shop as an example. Many people think that coffee shops should first have the best coffee and good equipment. If your opponent uses a kilo of coffee beans from 200 yuan, you should use a kilo of coffee beans from 300 yuan. If your opponent uses a 20,000 yuan coffee machine, you have to use a 30,000 yuan coffee machine! At the moment I closed the door, I still felt that the reason for my failure was that the quality of coffee was not as good as that of other stores.

Is McDonald's all over the world because its hamburgers are the best? Is Starbucks coffee the best? Don't spend most of your energy on things that can only be improved a little. Of course, I didn't say that quality is not important.

The second type: rent oppression.

Many shops are doing well, and they did well in the early stage because of the boss's factors. However, after several years of development, the plot quickly became popular, and the rent also rose wildly with the house price. Originally, they did well in the first year and didn't lose too much. The next year, as soon as they started to make a profit, the landlord appeared with a smile. . . . . . The first Starbucks store in China closed last year, didn't it? Do you remember the reason? Wherever you go, that shop is full! There is only one way to solve the problem of rising rent. In first-tier cities such as Beishangguang, if you want to open a store for a long time, the best way is to buy a facade. This will greatly increase your success rate in opening a shop. If you have no money, you can only pray to meet a good landlord.

The third kind: the idea of not making money in the early stage is dead.

I think you need to keep a shop, and you can't make money in the first year! Therefore, I am convinced that as long as I open a store for a long time, I can make a profit. So at the beginning of the store, in addition to torturing the chef, in addition to asking his friends to eat and drink for free, the most is to hand out leaflets nearby, and then wait for customers to come to the door automatically one year later! As a result, in the face of increasingly deserted people, employees can't stand all kinds of endless expenses and trivial things, can't see hope, and quit one after another. Finally, their mentality collapsed.

Why does the newly-opened Diaoye beef brisket have to line up wherever it goes? And it will take two or three hours? Besides, this guy actually makes cosmetics, and opening a restaurant is just a whim. Don't listen to the experience of people who have never opened a shop successfully. If you want to climb to the top, at least listen to the experience of those who have climbed to the top. I'm telling you, the people you want to raise in the early stage of opening a store must have no successful experience in opening a store.

Fourth: lack of advance planning.

Case: I chose to do catering because I think this industry has low threshold, low risk pressure and quick return. Due to this illusion, we entered the business lightly, and lacked planning for operation, which led to insufficient evaluation of consumer groups, cash conversion cycle and estimated turnover. When the risk came, we were caught off guard.

Fifth: lack of industry understanding.

Case: Due to the unsystematic investigation of the catering industry, the management mode is chaotic. Most of our consumers are migrant workers, and they have three needs: the business area of the restaurant should be spacious, about 90 square meters (we only have 40 square meters), and there are at least 20 kinds of fast food (we don't have 18 kinds); Rice should be delicious. These basic requirements have been ignored by us.

Sixth: unclear positioning

Case: First, we made fast food and Guilin rice noodles. After the effect was not obvious, we made fast food and economical cooking. Later, we introduced stone fish and fast food. Unclear positioning gives consumers a great illusion. Diversification also leads to the dispersion of power, and the quality of dishes cannot be effectively improved.

Seventh: the problem of site selection.

Case: Location is very important for catering. The reference indicators of location are: existing consumers, potential consumers and contract period. When we chose the site, we didn't think long enough. Later, the factory moved, resulting in a sharp drop in passenger flow, which is the biggest harm.

Du Laomifang once opened a branch in the basement of a big company building, and finally closed it because of the wrong location. Li Zongyao analyzed the reasons for the closure: on the one hand, there were five or six thousand employees in the building at that time, which should have a good source of tourists, but employees mainly ate fast food every day, and hot pot was only occasionally consumed. In addition, most employees choose to have dinner at home, which should be the dinner time at the peak of consumption, but it is useless.

On the other hand, the number of employees in the weekend holiday building is very small, which cannot protect holiday tourists who should be in prime time; In addition, the branch is not a shop along the street, but located in the sinking square, and the number of foreign consumers is very small.

Eighth: the equity incentive is not in place.

Case: In the catering industry, the chef is the most important job. At the beginning, we hired experienced chefs and used a certain percentage of bonuses as extra rewards to stimulate their initiative. However, because the procurement and other links are under our control, the chef is gradually slacking off. But after he left, he was very interested in starting his own business, controlling costs and cooking. Because the equity incentive is not in place, it has dampened the enthusiasm of chefs and affected efficiency.

Ninth: the problem of partners

Case: All three partners work hard, but none of them is fully competent in planning, management and marketing. Besides, the two brothers are slow. As a leader, I didn't fully mobilize their passion in this process, and I didn't improve in time when there were problems in my business. Entrepreneurial partners are very important. You can start a business together without ideas.

Tenth: horizontal competition

Case: On Fengqi Road, a shop in Dulaomifang was opened. It is in good operation and is about to start the second round of transformation. On the eve of renovation, I learned that another famous hot pot brand is about to enter a nearby store. Considering that both of them are hot pots, the scale and geographical advantages of new residents are higher than their own, and they are worried that homogenization competition will be unfavorable to them, so they retreat at the decoration node.

Eleventh: the lease expires.

Case: The landlord refused to renew the lease because the lease expired. Many formats need stores. If you don't have your own property, contact with the landlord is essential. Many operators are reluctant to disclose the actual operation. One is worried that the landlord will ask for an increase in rent when he sees that the business is doing well, and the other is worried that the landlord will choose to run his own business or find an employer who is willing to pay higher rent. Therefore, in Li Zongyao's view, if you want to operate for a long time, it is better to buy your own store or sign a longer lease.

Twelfth: only pay attention to immediate interests, and the price of vegetables is too high or too low.

When consumers eat in catering enterprises, the price and quality of dishes are the first concern of consumers. Reasonable dish pricing and high-quality dishes are attractive? Repeat customers? The only magic weapon. Similarly, the manager's eyes are always fixed on the dishes, because this is the direct determinant of the operating profit of catering enterprises. Grasping the price of food is a compulsory course for catering enterprise operators.

Thirteenth: the decision-makers misjudged the operating conditions of the catering industry.

The success of catering enterprises depends largely on whether the operators' decisions are correct. The decision-making of catering enterprises includes the judgment and analysis of market, price and finance, as well as the formulation and implementation of important rules, regulations and procedures of catering enterprises. Amateur operators or misunderstanding of the market and finance may directly lead to disastrous operations.

Case 1: The boss of catering enterprise A is a layman. When he first saw that Hunan cuisine was popular all over the country, he couldn't help but want to get involved in the catering industry. However, because I didn't have relevant management experience and didn't hire a professional catering manager, I hired a kitchen and service staff casually, and didn't do special catering training before opening the store. He started his business with a hot air, which led to the uncoordinated operation of the kitchen and the tacit cooperation between the stove staff and the food delivery staff. Dishes often happen. In this way, customers will naturally not be satisfied. The boss's eyes are naturally anxious. He changed the executive chef within 1 month, but his business still didn't improve. Such a chaotic business situation has closed catering enterprises after only half a year of operation.

Fourteenth type: blind imitation to death

As a successful catering enterprise, the operator must have a business philosophy suitable for the development of his own enterprise. An embarrassing fact in the catering industry now is that many operators mechanically copy the business models or varieties of successful enterprises, ignoring the internal and external environment and specific conditions of our stores, subjectively positioning them, resulting in a disconnect between supply and demand, which makes the business of catering enterprises go from bad to worse.

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