当企业转变时所产生的需求,机遇及威胁(第一章) How the needs, opportunities, and threats of a business change over time (part 1)

It is always interesting to watch a business grow, just like it is interesting to watch people grow. Babies and toddlers have different challenges then older kids do.  When a child hits the teenage years there is a new set of challenges.  College, first job, becoming a parent, etc all present different challenges.  What a person needs help with at each stage is different.
就像看一个人的成长很有意思一样,看一个企业的成长也是很有意思的。婴儿和学步的孩子跟大孩子所面对的挑战是不一样的。当一个孩子步入青少年时代也是全新的挑战。大学,第一份工作,初为父母,等等这些阶段都代表着不同的挑战。一个人在每一个阶段需要的帮助也是不一样的。

The same is true for a business. Different sizes or stages of businesses have different challenges and different needs.  A business owner has to make changes to the way they think and the systems they use if they want their business to continue to grow.  They cannot continue to run a mid-sized business the same way they did a start up.  Also, they cannot run a startup as they would a large company with lots of staff and systems in place.
对于企业也是如此不同规模或阶段的企业有不同的挑战和不同的需求。如果业主想让自己的业务持续发展,他就需要改变自己的思维方式和系统。他不能像运营刚刚开始的企业一样运营一个中型企业。同样也不能一开始就做一个大手笔,很复杂的系统和大量的人员一步到位

Today lets look at businesses in three different stages.  In each stage the business has a big need, a big challenge, a competitive advantage, and an opportunity. There is a correct way to play the game if they want to be successful.  One of the tricky parts is making the transition from one stage to the other. What drove success at stage one will put a ceiling on the business or drive it out of business at stage two.
今天让我们看看三个不同阶段的企业。在每一个阶段企业都有着巨需求,挑战,竞争优势,和机遇。如果他们想要成功就要有一个正确的方法去玩这个游戏。其中一个棘手的部分是从一个阶段过渡到另一个阶段。在第一阶段驱使成功的因素将成为企业的上限,或更甚在第二阶段将使企业退出商业舞台。

Today we are going to break businesses down into 3 basic categories of start-up/small, medium, and big.
今天我们将企业分为启动/小型,中型,和大型等基本三

Startup/Stage 1: (1-50 employees depending on the industry.)启动/第一阶段:(根据行业有1-50位员工的规模。)

I define Stage 1 businesses as somewhere between 1-50 employees, depending on the industry. A small business can be a very profitable business.  One of the things defining a small business is the owner has direct control and touch on all aspects of the business.  They are one of the staff.  They are very hands on.  If there is a problem they can step in and personally fix it.
根据行业,我把第一阶段的企业定义位拥有1-50位员工的规模。一个小企业可以是一个利润很大的业务。小企业的定义其中一项业主拥有直接控制权和能够接触业务的各个方面。他们就是员工之一。对业务非常上手。如果发生问题,他们能够直接介入,亲自解决。

When the business is starting up or small there is one thing and one thing only to focus on… customers. New customers and lots of them are needed.
企业刚启动还处于小规模的时候,我们需要关注的就只有一件事,那就是顾客,需要新顾客,需要很多很多的新顾客。

The biggest need is marketing and sales. No matter how great the product or service, if no one knows about it then there will be no success.  A great product and service is necessary, but what is even more important is finding new customers.  Marketing and sales is absolutely the one most important thing needed to be done EVERY work day.
最重要的是市场营销,不论产品和服务有多好,如果没有人知道的话依然是无法成功的。当然高质量的产品和服务是非常必要的,但是更重要的是找到新顾客。显然市场营销是每天工作当中最需要完成的部分。 

One of the problems new businesses often face is they work hard to get some customers, then they spend all their time servicing those customers, then they realize there are no new customers in their pipeline ready to purchase.  So they go find new customers, then they spend all their time servicing those customers, then they realize there are no new customers in their pipeline ready to purchase.  It is a vicious cycle that will either put them out of business or cause them to remain small.  The marketing and sales cycle has to continue each day.
在刚开始作生意的时候常常面临的问题就是经过努力找到了一部分顾客,但是花费了几乎所有的时间来服务这些顾客,然后发现没有新的顾客等候购买了。所以再去寻找新的顾客,又把大的时间投入到服务这些顾客当中,最后又一次意识到依然没有新的顾客在等候购买。这是一个恶性循环,结果导致要么生意继续不下去,要么增长不起来。所以市场营销需要每天往复循环。

The challenges a stage 1 business faces is how to grow.  They are often understaffed and on a low budget.  The challenge is to find new business while servicing what they already have in order to satisfy their current customers while still finding new ones.  If current customers are not satisfied then the business is in for a long uphill battle if they want to succeed.
初级阶段的企业面临的挑战就是如何增长。他们往往人手不够或者预算过低。挑战就是一边寻找新业务,一边维护已有的顾客,在满足现有的顾客的同时还要寻找新的顾客。如果现有的顾客不满意,企业取得成功,那么经历一段长期艰苦的斗争是避免不了的。

The small business also has advantages and opportunities. They can be quick and fast. They can make adjustments easily and adapt to what the market is seeking after.  They are able to provide amazing customer service.
企业也有优势和机遇。他们能够做到非常的快。他们很容易做出调整,能够快速适应市场的需求。他们能够做到非常完美的客户服务。

I remember when I was in college and started one of my first businesses, an online store, my first customer wrote me and told me it was the best service he had ever had online.  Of course, he did not know he was my first customer.   I wrote him a personal email thanking him for his order, checked in to make sure he received it, etc.  Later as the business grew I had a form letter because I no longer had time to write a personal one.  When a business is small they can do amazing customer service. (The question in how can you maintain a high level of customer service as you grow, but that is something for another article.)
我记得我上大学的时候,也是我开始的第一个生意,一个网店,我的第一个顾客告诉我这是他所得到的最好的网上服务。当然,他自己都不知道他是我的第一个顾客。我给他写了一封私人电子邮件,感谢他的订购,看他是否收到货物等等。当我的业务增长起来的时候,我开始使用邮件模板,因为我已经没有时间再写私人的邮件了。当企业小的时候,确实可以做到非常棒的客户服务。(关于在业务增长的时候怎样保持一个高品质的客户服务的问题,我将写在另一边文章里。)

They also have some opportunities.  The small business can look for parts of the market who are not served yet.  They can find segments of the market too small for a large business to focus on and use these to grow their business. This is referred to as going after the low-hanging fruit. They are not weighed down by high expenses so they can service the market for a lower price.
他们也有一些机遇。小企业的话可以寻找市场上没有服务到的部分。他们可以在市场上寻找大企业服务不到或疏忽的细节,通过填补这一块来发展自己。这个被称为摘容易摘到的果子他们不受高额费用的拖累,所以他们可以以更低的价格为市场服务

In order to move to the next stage they have three things they need to focus on.  Customers! Customers! Customers!  More customers solves almost every problem.  It also creates some problems, but those are good problems to have for a business.  When these problems are created it is a sign they are moving on toward the next stage of becoming a medium sized business.
为了步入下一步,他们需要专注三件事。顾客!顾客!顾客!更多的顾客能够解决几乎所有的问题。当然同时也会引起一些问题,不过这些问题都是有利于业务的。当这些问题产生的时候也就意味着企业要迈入下一个台阶,要成为一个中型企业了。

 

Startup/Stage 1:

启动/第一阶段:

     Need – marketing and sales

     需要   市场营销

     Challenge – growth, finding customers and giving good service with small staff

     挑战     增长,寻找顾客,在细节上提供优质的服务

     Advantages – quick, personal, good service

     优势    快速,私人,良好的服务

     Opportunity – fill a gap or void

     机遇     填补空缺

     Focus – new customers and satisfied customers

     注重    新的顾客及满足顾客

     Needed to move to next stage – more customers. 

     为了迈入下一阶段需要     更多的顾客

To find out more about the needs and challenges of medium sized businesses see Part 2.

想要知道关于中型企业所遇到的需求,机遇及威胁,请阅读第二章。