UCloud 聯合創始人華琨：To B 創業公司如何設計發展策略

{"type":"doc","content":[{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"To B 創業應該遵循什麼樣的準則？這個過程中遇到了哪些挑戰？又該如何去解決實際問題？在 2020 年 11 月舉行的全球技術領導力峯會上海&蘇州站上，UCloud 聯合創始人 & COO、TGO 鯤鵬會學員華琨登臺演講，他結合自己在 To B 領域多年的創業經歷，詳述了 To B 創業的心路歷程。本文爲其演講《To B 創業型公司如何設計發展策略》的內容整理。"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/33\/330fdacaf390a3357a466681d651f814.jpeg","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"嘉賓介紹：華琨，UCloud 聯合創始人 & COO、TGO 鯤鵬會（上海）董事會成員；中歐商學院EMBA，逾 18 年 IT 及互聯網行業經驗，曾就職於騰訊，全面負責騰訊開放平臺、Q-zone、QQ 會員、電商平臺等業務的技術運營服務；2012 年作爲聯合創始人創辦 UCloud 優刻得，在互聯網運營、雲計算等領域具有豐富的經驗。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"大家好，我是"},{"type":"link","attrs":{"href":"https:\/\/www.ucloud.cn\/?utm_source=baidu&utm_campaign=%E5%93%81%E4%B8%93&ytag=%E5%93%81%E7%89%8C%E8%AF%8D_%E5%93%81%E4%B8%93%E5%A4%A7%E6%A0%87%E9%A2%98_%E5%93%81%E4%B8%93_baidu_search","title":"xxx","type":null},"content":[{"type":"text","text":" UCloud"}]},{"type":"text","text":" 的華琨，UCloud 於 2020 年 1 月 20 日登陸科創板，是中國 A 股上市的第一家公有云公司，這個過程給許多 To B 創業者帶來了信心。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我在 To B 領域有 8 年多的創業經歷，今天將結合在 UCloud 的創業經歷，探討 To B 創業者應該如何規劃戰略，並分享創業過程中趟過的一些坑。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"今天的分享分爲四個部分：首先會分析當前的創業環境和機遇；其次會談談 To B 創業面臨的中等收入陷阱；接着會分析美企業服務創業環境的一些差異；最後聚焦到 To B 創業者比較關注和頭痛的銷售問題。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"雖有挑戰，To B 創業仍大有可爲"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我們先來看看當前的創業環境。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"最近兩年裏互聯網行業的馬太效應愈發明顯：頭部企業越來越厲害，敢於創業的人越來越少。此前聽聞騰訊只有 5% 的主動淘汰率，這個數字令人喫驚。如果人才無法進行流通，那麼創新創業很難進行。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"除了人才方面，市場投資上也發生了一些變化。2012 年我們創業初期享受了很多紅利，但到 2015 開始走下坡路，最近這兩年普遍的投資變少，融資越來越難。但仔細觀察的話，會發現 To C 面臨的問題比較多，To B 領域的投資反而越來越多。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"此外從投資人的動向也可以看到一個趨勢：近兩年裏，超過 2000 家投資機構湧入企業服務領域，說明在產業互聯網裏面的機會增多了。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"另外互聯網技術雖然開始進入各行各業，但它們在 GDP 中的佔比依然很小，許多行業中依然存在大量的機會。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"最近幾十年裏，一些大的技術趨勢帶來了很大的增量市場。我們過去解決了人與人的鏈接，現在要解決物和物和鏈接，以及互聯網帶來供給側的變革。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/56\/5615be2d006cd0652df2a1c3f5c24d05.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我認爲創業一定要做增量市場，因爲存量市場存在慣性和惰性，而且有很多供應商，一般很難發生大的改變。雲服務也是如此，很多人瞭解了雲技術的優勢，還是不願意去遷移，因爲遷移會增加投入和消耗。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在這些情況下，創業者需要發現技術的進步、模式的進步，並抓住用戶變化帶來的一些新機會。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"舉個例子，最近很火的元氣森林，他們創始人是做遊戲出身，他看準了傳統快消品行業針對現在年輕羣體的一個機會，推出了 0 糖 0 脂 0 卡、口味多樣化的飲料品牌，迅速獲得了大量市場。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"元氣森林的成功，意味着在巨頭衆多的傳統領域裏，殺出了一個新的品牌，這說明機會還是大量存在的。"}]},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"找對戰略，走出中等收入陷阱"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"講完了創業機遇環節，接下來說說 ToB 創業公司的中等收入陷阱。我身邊有不少 To B 創業者，大部分是技術出身，他們有這樣一些共同點："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"創業時間較長；公司人數在 150 人以上；收入始終低於一個億；增速低於 30%；融資很難。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這是一個令人遺憾的現實，創業者犧牲掉了大好的青春歲月，舍掉了陪家人陪小孩的時間，但是卻陷在困境之中，這背後的原因值得我們去深思。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我認爲這個局面和技術無關，主要是技術創業者忽略了商業模式、戰略選擇所致。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"選擇商業模式重點要看增長模型，需要想清楚多個方面的問題：如何實現快速增長？用戶爲什麼願意付費？最終如何進行盈利？創辦企業要看到最終路徑是什麼？能夠創造的價值是什麼？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"關於戰略的選擇，最近阿里的曾鳴說了一個金句：“沒有方向，所有努力都沒有結果 。”創業中也同樣會面臨到很多選擇問題。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"創業時需要想清楚是“做生意”還是“做產品”。創業者在初期爲了存活下去，會接受一些能快速得到回報生意，但企業往後期發展的時候，就需要考慮清楚自己究竟要做什麼。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我們在開始創業時，第一個項目是關於私有云的業務，賺了三百萬。接着第二個項目客戶報價一千萬，還是關於私有云的項目。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"當時我們團隊十幾個人，在深思熟慮後選擇了放棄。因爲私有云的項目，短時間會發展得不錯，但私有云已經開始暴露出一些問題，比如定製化要求太多，產品無法標準化，而且打磨和複製極其困難。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這在當時是比較艱難的決定，但我們很慶幸做了對的選擇。UCloud 選擇公有云之後，雖然前期用戶很少，利潤也不多，但是產品是能夠標準化的，並且可以快速地成長，爲我們後來的發展做好了鋪墊。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我們還要分清楚到底是銷售導向還是產品導向，這兩個方向會對應到不同的方法上。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"其實做 To B 創業也經常會遇到一些靈魂拷問。投資人很喜歡問的一個問題是，“你的產品、賽道如果 BAT 做了會怎麼樣？”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"除了投資人的靈魂拷問，創業者還要不斷地問自己：我們的目標市場到底是什麼，行業痛點是什麼，到底能創造什麼樣的價值，有哪些玩家已經參與？另外產品和解決方案有什麼特色？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"說到產品特色的方面，很多 To B 的企業在殺出賽道之後，會不可避免地會走向同質化，我們內部做的產品好壞，通過它是否有鮮明特色就能區分出來。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"舉一個跨界的例子，我近期換掉汽油車買了一輛理想汽車，因爲想要嘗試新能源，並解決燃油焦慮，選擇理想正是看中了它的特點。不同品牌有自己的特點，比如寶馬的性能，奔馳的豪華，特斯拉的高科技，用戶選擇的產品一定是切中了他的痛點，所以產品必須要具有特色。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"無論是中等收入陷進，還是創業中的靈魂拷問，對於 To B 創業者而言，本質上必須回到用戶和產品的核心話題，從行業中發現痛點，最後推出針對性的產品和解決方案。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/3b\/3b71bfc3689fa127513e32bdea92f9f1.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但這個過程中也有很多挑戰。比如團隊中應該是誰來挖掘用戶需求？創業初期通常不會遇到這個問題，但團隊在進行擴張時，產品負責人和銷售之間就會出現模糊地帶。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"很多產品負責人是技術出身，他們考慮問題多是從技術角度出發，但其實產品需要從用戶的角度去思考問題。這對產品負責人是很難跨越的鴻溝，爲了更好地發展，產品負責人必須走出這一步，去承擔起用戶分析的職責。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"另外的一個挑戰在於，許多創業者銷售領域遭遇了很多滑鐵盧，公司招了很多外企的銷售，但最後都“陣亡”了。這是一個共性問題，爲什麼發生這種情況呢？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我認爲根本的問題還是出在產品上。銷售在外企時業績很好，說明他們是有能力的，但在 To B 創業階段，如果產品還沒有打造好，就過早地引入了一些成熟的銷售，或者負責人和銷售的責任沒有劃分好，就會出現產品賣不動的問題。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"最好的情況是產品負責人是技術出身，因爲 To B 環境跟 To C 不一樣，最後技術負責人轉變爲產品負責人，需要從用戶中瞭解需求，並且把它實現和打磨，這應該是必須要履行的職責。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"另外必須要考慮的是，創業者要跟巨頭規避正面競爭，做好差異化競爭。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"因爲企業的競爭無非是運營效率的競爭和戰略的差異化，有很多行業，最終都會發展到規模競爭。如果選擇做同樣的事情，最終一定是規模、成本、效率的比拼。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"而對於一家創業公司，必須要創造出不一樣的事情出來，其本質上就是規避競爭、進行取捨。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"做差異化比較重要的地方在於找準用戶的目標，有幾個可以借鑑的技巧："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（1）要選擇一些行業相對分散的領域；"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（2）行業健康並可持續發展，對互聯網金融瞭解需要足夠透徹；"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（3）要選擇巨頭相對看不上的領域，不會彎腰來做的領域；"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（4）要選擇跟巨頭業務有衝突的領域。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"比如最近我比較關注傳統的教育市場，這是個非常分散的市場，中國有幾千所高校，產學研是一個大的趨勢，在科研領域需要用到大量的高性能計算。但這些高性能計算的提供者，多是硬件提供者或者是超算中心，都存在很多問題，價格貴、模式不靈活。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在經過調研後發現，這些領域最大的玩家不是騰訊、阿里，而是一些比較小的創業公司，這個市場總額加起來幾十個億，但對創業者來講是很好的機遇。"}]},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"中美企業服務創業環境的差異分析"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在美國有很多 SaaS 和 "},{"type":"link","attrs":{"href":"https:\/\/baike.baidu.com\/item\/PaaS\/219931?fr=aladdin","title":"xxx","type":null},"content":[{"type":"text","text":"PaaS"}]},{"type":"text","text":" 公司，其市值達到了幾百億美金，而中國沒有出現一家超過百億美金的同類公司，美國企業雲服務公司的成功爲何很難複製？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/5e\/5e1cac95e908fe8294fd303b49b5637f.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這裏必須提到中美企業之間的巨大差異，雖然兩國都有 3000 萬的中小企業，但是中國中小企業的付費能力和意願非常薄弱。釘釘的 CEO 曾統計過，國內願意付費的中小企業大概只有 10 萬家。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"另外中國 500 強的結構截然不同，美國的 500 強和中小企業除了規模上、管理結構上有差異外，還是有許多共同點，但是中國 75% 的企業都是央企和國企。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"美國很多的企業、創業公司能進入一些大的公司，但中國的 To B 創業企業進入大型的國企和央企，難度完全不一樣的，因爲這裏面的決策流程差別很大。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"許多技術型創業公司，傾向於服務大型企業裏面的 IT 部門，但通常 IT 部門屬於公司的成本中心，不會有太多預算。而且 IT 預算一般付費給硬件，很難將其改變爲向軟件付費，在中國的大型央企國企中更是如此。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"有一個經驗之談，在尋找客戶的時，最好是要尋找不差錢的，而且要想辦法對方掙錢，而不是幫他們去省錢。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"最近一些做得好的創業公司，就是改變了傳統的策略，面向的不是客戶公司的 IT 部門，而是銷售部門。這些營銷部門手上掌握了大量費用，而且完全可以按照效果來付費，所以爲較小的、有技術的創業公司提供了機會。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"比如小鵝通在過去一年獲得了很大的成功，他們在三個方面做得很出色："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第一，小鵝通選擇的是培訓市場，主要幫助企業解決業務問題，在疫情期間或者在業務人員增多的時候，幫助客戶培訓，教會對方員工業務知識、讓他們掌握銷售技能，這個不是幫用戶省錢，是幫他們掙錢，解決具體的業務問題。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第二，他們讓產品進行了標準化，堅決不做定製。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第三，在付費模式上做了創新，所有企業定價統一定價 8000 元，這極大地降低了決策門檻。做 To B 服務，一些雲相關的軟件收費超過一百萬，決策的難度就會加大幾十倍，因爲需要申請申報審批，用戶就會遲疑。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"總結起來，小鵝通能脫穎而出是因爲找對了付費的人、找對了具體的業務問題，同時堅持做標準化，把付費的門檻降得很低。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"如果要做企業服務的話，除了看美國的一些企業的技術以外，還要思考一下中國的企業環境，需要具體到企業哪一個部門、哪一個人，思考的問題包括：付錢的人願意不願意付錢？他願意付多少錢？他願意爲什麼樣的場景、什麼樣的軟件去付錢？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"其實這背後的核心重點還是要去思考商業模式，對目標市場進行選擇，最終能夠讓產品能實現快速地複製。"}]},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"好的銷售一定是先解決產品問題"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"最後來講講銷售的方面，我在管理銷售時經常會聽銷售講到關係，但時間長了以後會發現，做得好的銷售並不是關係型的銷售。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/5e\/5e4c27373a43a0bf91dcb74d783f4c76.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"一切的前提是產品需要足夠過硬。對於 To B 創業者來講，銷售往往切入的是新的領域，這時底層邏輯還是幫客戶創造價值，幫他們解決具體的問題，如果這個問題沒有解決，銷售所建立的關係是個空中樓閣。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"如果 To B 去打標的話，需要清楚基本的入圍要素、控標要素，還要回到產品本身，銷售首先要解決的是產品，要先解決客戶的具體業務問題，這樣纔是真正建立了關係，剩下才是客情關係的維護和鞏固。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"很多外企的優秀銷售業績好，是因爲售賣的產品非常過硬，能夠讓用戶信任，並且可以解決用戶的問題。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"最頂尖的銷售一定是業務導向的銷售，在我們團隊裏，做得最好的銷售，是那些基本功最紮實的，而且對客戶業務理解、客戶需求的挖掘，都做得相當不錯的員工。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"最後對今天的內容做一個總結："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"1、To B 的創業大有可爲，仍然有很多機會值得去挖掘。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"2、除了技術本身，一定要去思考商業模式，商業模式往往是跟付費用戶、付費意願、業務問題，以及產品的標準化、企業成長路徑是息息相關的。考慮如何不辜負創業時間十分重要。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"3、創業的核心思想還是要回到用戶和產品本身，過程中會遇到很多的誘惑和現實問題，需要我們有一個堅定的戰略定義，回到用戶價值本身、回到產品本身。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"4、任何一個有市場的領域，一定會被人盯上，容易陷入產品同質化，所以一定要思考如何做差異化。差異化來自於你對目標用戶、市場的理解，最終還涉及選擇目標用戶的額外問題，從而圍繞這些方面做出自己的特色。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/d1\/d1b6494fb197465cb9870465e9a44d54.jpeg","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"今天給大家的分享就到這裏，謝謝大家！"}]}]}