当企业转变时所产生的需求,机遇及威胁(第三章) How the needs, opportunities, and threats of a business change over time (part 3)

In our last article we talked about the needs and challenges of a medium sized business.  If you have not already read it you can read Part 2 here.
在上一篇文章中我们谈到了中型企业的需求及机遇。如果你还没有阅读,请在这里阅读上二篇

Stage 2: systems (25-500 employees depending on industry)

第二阶段: 系统(根据行业不同拥有25-500员工的规模)

Somewhere between 25 to 50 employees and millions of dollars in annual gross sales the business begins to transition into a Stage 2 business.  Sales are good, there are more employees to do the work, and the business has some funds available to use to grow their business. For the owner things have changed. He/she no longer knows everyone in the company personally and intimately as they did before.  They are no longer able to personally intervene and fix what is needed in every situation.  They have become a medium sized business.

介于2550员工数百万美金的年总销售,就意味着企业过渡到第二阶段。销售很好,有更多的员工工作,还有一些资金能够投入增长的业务上。对于业主来说情况变了。他不再像以前一样对每个员工都非常熟悉或者认识了。他们不能够亲自插手或者修正每件事了。他们成为了一个中型企业。

For a medium sized business sales and marketing are still important, but it is impossible to become a medium sized business without already being successful at these two.  Sales and marketing must continue and adapt to new changes and challenges, but now there is a bigger need.

对于中型企业来说市场营销仍然是重要的,但是市场营销不成功也不可能成为一家中型企业。市场营销得继续做下去,而且要适应新的变化及挑战,但是目前有一个更重大的需求。

The biggest need in making the transition to a medium sized business is systems.  The owner can no longer control everything personally, but the same (or higher) standards of customer service and product quality still must be maintained.  This is done through proper systems. Systems ensure the customer always receives the same value they have always received.

转型到中型企业最重要的需求就是系统。业主不能再亲自管理一切事物,但是跟从前一样(甚至更高)标准的客户服务及产品质量是一定要保证的。这就是通过合理的系统做到的。系统能够保障顾客一直得到跟以前一样的价值。

      The challenge for the owner is transitioning from a fast hands-on company to one where the employees follow the systems and buy into the benefits of having systems. Many entrepreneurs are not naturally good at building systems. The skill sets that allowed them to succeed at building their business now puts a ceiling on their success.  In order to grow they have to either change (and that can be really hard) or they have to hire someone who is good at building systems.  It is a different skill set needed. However, as systems are built the good business owner is able to turn loose of more parts of their business and spend their time on the 10% that is most profitable and has the greatest influence on the business.  They can rest in knowing when they land a big contract their systems will ensure the customer is satisfied.

对于业主的挑战就是从一个快速动手的公司过渡到员工遵守系统的公司,并且要适用于系统的使用。很多企业家都不擅长建立系统。他们的能力让他们创办了自己的企业,但是到了这一步成了他们成功的上线。为了达到成长,他们需要改变(这个会非常难)或者雇佣一个擅长建立系统的人。这是他们需要的一个不同的技能组合。然而随着系统的建立,好的业主能够摆脱他们业务的更多部分,并把时间利用在利润产生最大和对企业最有影响的10%的业务上。他们放心的知道,当他们获得一个大合同,他们的系统会确保顾客的满意。

Another challenge is being able to expand into new areas, whether those be geographic or new product areas. They no longer have to be content chasing the low hanging fruit now they must move up into the sweeter fruit higher up the tree.  With this move comes increased competition from bigger businesses.  They must figure out how they can expand without getting crushed.

另一个挑战就是扩展到新领域,无论是新地区或是新产品。现在他们不再满足于摘垂手可得的果子,而是必须着手于获得挂在高处的甜果子上。随着这一举措竞争扩大到了大企业当中。他们必须弄清楚如何在扩大的同时不被击碎。

The medium sized business has many advantages.  They can still move fairly quickly, although there are not as nimble as they were as a small business. They now have a customer base and a reputation to build on.  They have a track record of success.  They also have some cash and resources to use to grow. They have a staff to help, and they are beginning to build a collective “database” of industry knowledge. 

中型企业有很多的优势。虽然他们没有小型企业灵活,但是仍然可以相当迅速的运作。他们现在有了客户基础和建立起来的声誉。他们有成功的经历。还有一些帮助成长的资金和资源。他们有员工的帮助,并且开始建立关于产业知识的集体数据库

The opportunity medium sized businesses must pursue is to take over new territory. They have the opportunity to expand through their better systems, better employees, and better finances.  They should be able to move faster into new areas as the market changes.  There is not a lot of bureaucracy so they can change directions faster. They are not tied into old ways of doing things so it allows them to adapt and improve.

中型企业必须追求的机遇就是接管新的领域。他们有机会通过更好的系统,更好的员工及更好的财务来扩大业务。他们应该能够随着市场的变化捷足先登到新的领域。没有太多官僚主义的干涉,所以他们能够很快改变方向。他们没有被束缚在旧的做事方式中,所以他们能够适应和改进。

 

The focus needs to be on building systems allowing the company to grow bigger than the owner can do on their own.  Systems make things easier and/or faster.  It allows a less skilled employee to do the same job or it allows an equally skilled worker to do a better job. All of these systems provide the customer with what they want and this allows the business to grow.

比起业主自己做,重点是建立系统使公司成长。系统让事物变得简单/迅速。它使一个不太熟练的员工完成同样的工作,也使平均水平的员工做到更好。所有这些系统为顾客提供他们想要的,并且使业务增长。

In order to move to the next level and become a big business they must improve their systems and hire better people in order to grow their territory and customer base.  Then they are becoming a big business. 

为了发展到下一阶段并且成为大型企业他们必须改进自己的系统雇用更好的人以扩大领域及客户群。这样他们就开始成为一个大型企业。

 

Stage 2:

第二阶段

     Need – systems, (Customers have been taking care of), successful delegation,

    需求    系统(顾客服务完善),成功的委派

     Challenge – Owner no longer can control everything, or they reach the limit of what they can personally do.  They need other people to step up and responsibly manage parts of their business. Known in market area, but need to expand into new territory (Geographically or product specific)

    挑战    业主不能自己控制一切,或者说能够亲自做的事情有所限制。他们需要别人介入,管理业务的一部分。在市场上被熟知,但需要扩展到新的领域(地区或者产品)

     Advantages – Nimble, have customer base, have reputation, have staff , can still move quickly and make changes.

    优势     灵活,有客户基础,有声誉,有工作人员,可以快速变动

     Opportunity – take over new territory, move faster

   机遇    接管新的领域,发展的更快

     Focus – systems to help business run smoothly in order to continue to provide high quality service/product

    注重     为了持续提供优质的服务/产品,需要系统来帮助企业顺利运行

     Needed to move to next stage – High quality systems run by high quality people.

    迈入下一阶段需要    由高质量的人员运行高质量的系统

To find out more about the needs and challenges of large sized businesses see Part 3.

想要知道关于大型企业所遇到的需求,机遇及威胁,请阅读第三章。