How to find the breakthrough point from the single project?

Some time ago, an entrepreneur came to me and said that he was working on a single project and asked me if there was any possibility of success. I didn't say yes or no directly, but I gave him two examples, both of which started from a single product category: one was Ximu's good partner who was starting a business, selling cold noodles, and the other was Guoku. com, which has accumulated for four years, selling fruit platters. At the same time, these stories remind me of another single product project, China Steamed Bun, a young master in the West who has been repeatedly stir-fried by the Internet, and Huang Taiji, who is not a single product but is good at marketing: turning an original street stall business into a luxury product and a series of service packages. So the theme to be said today is: How can a single product break through in the Internet era?

Let me finish these two examples first.

Yoshiki Hayashi Simi: Cold rice noodles can also be made as exquisite as gifts.

Ximuliang was founded by two IT men, and wanted to make the cold noodle business of street stalls the first choice for white-collar women to take out. At present, it only covers Beijing Jianwai SOHO. Users place orders through the WeChat service number (enter the address and mobile phone number in words, make it clear by voice, and contact the phone number). After the customer service receives the order in the background, it will confirm and handle the delivery. Marketing promotion methods mainly include: (1) cooperation with different products in the same industry-cooperation with related catering foods and matching sales. For example, some desserts and drinks are aimed at white-collar women. (2) Push and distribute leaflets, but the conversion rate is very low, about two thousandths; (3) the physical store is naturally fixed and hard; (4) Enter the take-away platform (channel promotion), which is similar to the life radius and easy-to-eat platform.

There are several remarkable places: first, the selected categories, cold noodles are still common in the north, especially in the northwest, and the coverage is not narrow; Second, the final presentation of the product is more exquisite, because it is the only thing that users can see; Third, the taste is constantly optimized, and the quality of dishes is the core of catering; The fourth is to experience a product from the user's point of view as much as possible. For example, there is mint in the box, and customers feel refreshed after eating cold noodles. Fifth, the distribution is relatively simple. After packaging, the finished cold noodle basically does not need secondary processing, and it is directly delivered to users by logistics (Chinese fast food will heat semi-finished products or even finished dishes for secondary delivery after receiving orders).

The current problems: (1) Cold noodles fluctuate seasonally, summer is the peak season, and in winter, or when the weather is cold, the sales volume will naturally decline; (2) High cost. The finished cold noodle consists of outer packaging, chopsticks, seasoning packets, staple cold noodle and unfamiliar side dishes. Delivery price 15 yuan/copy, and delivery is required from 30 yuan. This price is still on the high side for ordinary consumers. (3) User loyalty is low, mainly in taste, because no one will eat cold rice noodles every day, occasionally once or twice a week or a month.

How to solve other problems: (1) Inventory problem, the minimum order quantity of the previous day or the previous week is the lower limit of the total production of that day, you may prefer that some users can't order it, and there is no surplus, because the shelf life of cold noodles is short. (2) Logistics distribution. The shelf life of cold rice noodles at room temperature is 1 day, so some ice cubes will be put in the storage box to ensure that the temperature is suitable for cold rice noodles. (3) How to deal with the order received in the uncovered area: a. Reject the order and inform the user that the distribution scope is not covered; B. If the delivery volume is large, it can be delivered by special line.

Cool fruit. The annual sales of fruit platters exceeds100000 yuan.

This project still has a story to tell from the background of the protagonist's entrepreneurship. A graduate student who graduated from Tsinghua left Taobao to sell fruit platters. Cool fruit. Com was founded on June 20 10. In 20 12 years, the company's sales exceeded100000 yuan and its net profit was170000 yuan. User-oriented groups are B-end businesses (4S stores of Mercedes-Benz and BMW, and Internet companies such as Tencent, Sina and Baidu). The daily supply is 20 tons. Let's introduce how Guoku.com is made.

1, order size. Although the C-end market of fresh-cut fruits has unlimited potential, it is unevenly distributed, and the number of customers is small, so it is impossible to concentrate on large-scale distribution, which will lead to extremely high logistics costs. Therefore, Guoku's sales target is B-end merchants, which has several advantages: (1) large orders, centralized scale advantage to reduce logistics costs; (2) Stable sales make supply chain management no longer complicated and can ensure stable revenue; (3)B2B2C mode, the sales target is B, but the experience target is C. Good product quality will naturally generate word-of-mouth communication among C-end users.

2. Logistics loss control. (1) The risk of loss shall be borne by the supplier. Because it is aimed at B-end businesses, the daily supply is fixed. The supplier is only responsible for preparing the fruit, then sending it to the processing plant for fresh fruit treatment, and finally delivering it to the designated B-end merchant by the third party logistics. Reduce your control over the loss link. (2) Logistics cold chain cost. Traditional channel fruit sales generally go through many links, from the place of origin to the first-class wholesaler, the second-class wholesaler or even more wholesalers, to the seller, and finally to the end user. The more intermediate links, the higher the cost and loss. The best way to reduce the cost of logistics cold chain is to reduce intermediate links and realize centralized large-scale distribution.

3. Marketing promotion. (1) Establish a relationship with C-end users through B-end cutting, and do something to interact with C-end users or collect questions, such as giving free fruits or cakes to employees of enterprise users for their birthdays, so as to enhance the experience of C-end users. Pass the value of the product to the C-end users through the B-end, and then the C-end users will conduct word-of-mouth communication, such as social media channels. (2)O2O, that is, draining offline C-end users to online websites, enhancing user stickiness and realizing word-of-mouth communication by providing value-added services.

4. Internet technology processing. A member of the national treasury. Com is mostly based on the Internet, focusing on technology, data mining and analysis, and adopting the self-developed automation system, which can automatically provide users with various services. The main performance: (1) automatic catering, 10,000 fruit boxes delivered every day are not made manually, but the system can get the cheapest fruit and the best taste in this season according to the previous data, which can meet the best look and feel requirements at a lower cost. (2) Internet payment channel, enterprise users can directly place orders, pay, change orders, reconcile and other links through the website docking system, avoiding tedious manual communication.

Single product case summary

For many entrepreneurs, how to choose an entrance and how to avoid all kinds of pits in the process of starting a business is a crucial issue. Internet entrepreneurship is already the Red Sea, but we can seek a breakthrough from a point of local life service, and then use Internet tools and Internet marketing to enlarge this point, so that entrepreneurship will have rules and laws. Here I make a rough summary:

1, single point cut, single item breakthrough. Choosing items that people often need in daily life and have pain points can improve or improve. For example, high-quality dinner such as bean jelly and fruit platter are snacks that can be improved after meals (here is why the founder of the fruit bank. Com took a fancy to the fruit platter: first, there are successful cases abroad, and Ready Pac, a fresh-cut fruit e-commerce, achieved sales of 700 million US dollars in 2007; Second, domestic market analysis: A. There are no big players in this field; B. it is not difficult to eat fruit every day, and it can even be said that it is just needed; C. low cost of venture capital. )。

2. Put limited energy into unlimited user experience. No matter how good the product is, there are also dissatisfied users. Although it can't meet everyone's needs, it can continuously narrow the dissatisfied user groups. The risk of making a single product is that you bet on one product. As long as this product has a threshold and is the first in this category, there will be no users.