創業項目黃了後，我靠着被廢棄的副業項目，年收入45億，將公司做到了200多億市值

{"type":"doc","content":[{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"爲創業溝通方便開發了一款郵件系統，沒成想，原本的創業項目黃了，這個郵件系統倒是火的一塌糊塗，創始人直接開啓二次創業...."}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"很不幸，我創業失敗了"}]},{"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":"MailChimp 是美國電子郵件市場的獨角獸，佔據了 60% 的市場份額，年收入達到了 7 億美元（約45.5億元人民幣）。不過，你可能想不到，這個產品最初只是其創始人Ben Chestnut 創業時的附屬產品。"}]},{"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":"2000年，Ben Chestnut 失業了，他計劃在自己熟悉的網站設計領域創業。畢竟他在此前的工作生涯中製作了大約2000條橫幅廣告，他很清楚如何設計可以提高點擊率。"}]},{"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":"於是，他帶着自己的創業夥伴開始挨個辦公樓尋找客戶，最終拿到了一個13000美元的項目和一個32000美元的項目。"}]},{"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":"遺憾的是，這家網站設計公司並沒有如開局那般順利，它很快就陷入了停滯不前的境地。客戶的意見纔是真正的KPI，其他的都不重要，這羣內向的設計師也不善交際，整日被不確定性的因素和繁重的工作量拖累。"}]},{"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":"在公司瀕臨破產之際，整個團隊開始對各項業務進行覈對時驚訝地發現，他們爲了溝通方便順手做的郵件系統的收入已經超過了公司所有諮詢項目的總和。"}]},{"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":"最開始是，設計人員在和客戶溝通的過程中有一些重複性的事情需要一遍遍的通過電子郵件完成，而那些客戶也不太會操作電腦，爲了避免麻煩，團隊就覺得這個工作可以通過自動化的方式搞定，也可以降低雙方的溝通成本，於是團隊編寫了一個通用的、自助式的解決方式，客戶如果選擇採用會收取每封郵件0.01美元的費用。"}]},{"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":"Ben帶着團隊從一款失敗的類似產品中獲得了它的代碼，並對代碼進行了修改，並於2001年向他們的網絡代理客戶羣推出了 MailChimp。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"二次創業開始了"}]},{"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":"雖然Ben原來那家設計網站要倒閉的消息已經傳開了，但很多老客戶還在使用這款電子郵件工具，一些以前不是Ben的客戶的小企業也開始聯繫Ben表示希望可以使用這款電子郵件工作。"}]},{"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":"對客戶來說，一個3萬美元的網頁設計項目多幾張50美元的發票根本不值一提，因爲這種小額髮票來回報銷的效率比較低，團隊又推出了訂閱模式，還順帶開通了信用卡支付，這個最早的軟件即服務產品就這麼誕生了。"}]},{"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","marks":[{"type":"strong"}],"text":"如何讓一款內部使用的後臺工具在零投資的情況下，成長爲一家市值 42 億美元（約273億元人民幣）的行業巨頭？簡單地說，就是用盡書本上所有的游擊戰術。"}]},{"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","marks":[{"type":"strong"}],"text":"1、半病毒式的免費增值模式 "},{"type":"text","text":"是該郵件系統成功的最大功臣，它讓該項目在僅僅一年的時間裏從 10 萬用戶增長到 100 萬用戶。在當時，允許用戶免費使用整個平臺是一種新穎的做法。免費增值模式爆炸性成功主要因爲每封“免費”發送的郵件都在腳註中包含了 MailChimp 的標誌，這構成了一個有機推薦的半病毒式循環，因爲用戶只有在他們的郵件數量達到一定數量後才需要付費，所以，第一次付費 MailChimp 就像是一種儀式，這意味着你已經賺了一些錢了。"}]},{"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","marks":[{"type":"strong"}],"text":"2、"},{"type":"text","text":" "},{"type":"text","marks":[{"type":"strong"}],"text":"小衆社交平臺"},{"type":"text","text":"。“Code、Blog、Tweet、Repeat”是該公司早期的格言——僅僅是因爲這個營銷策略很有效。2007 年，Twitter 的擁擠程度大大減少，而 MailChimp 卻在網絡上得到了真正的曝光。類似地，他們還買了廣告，在“Serial”的每一集節目開始時播放。現在，這個播客非常流行，併成爲"},{"type":"link","attrs":{"href":"https:\/\/www.cnn.com\/2014\/12\/18\/showbiz\/feat-serial-podcast-btn\/index.html#:~:text=5%20million%20%2D%20%22Serial%22%20is,November%202014%2C%20according%20to%20Apple.?fileGuid=C2elXFDLpa87LvmF","title":"","type":null},"content":[{"type":"text","text":"播客歷史上第一個下載量達到 500 萬的播客"}]},{"type":"text","text":"，但在播客上購買廣告在當時是一件時髦的事情。"}]},{"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","marks":[{"type":"strong"}],"text":"3、"},{"type":"text","text":" "},{"type":"text","marks":[{"type":"strong"}],"text":"設計師的營銷活動"},{"type":"text","text":"。2014 年，一個播客廣告的播音員無意將 MailChimp 念成了 MailKimp。這則廣告被流傳給了 100 萬用戶，但正如預期的那樣，該公司決定將這個滑稽的錯誤轉化爲整個市場營銷活動。不久，"},{"type":"link","attrs":{"href":"https:\/\/www.youtube.com\/watch?v=VZvDv2-Zy3I&ab_channel=MailShrimp&fileGuid=C2elXFDLpa87LvmF","title":"","type":null},"content":[{"type":"text","text":"MailShrimp"}]},{"type":"text","text":"、"},{"type":"link","attrs":{"href":"https:\/\/www.youtube.com\/watch?v=7XdSIULCQjU&ab_channel=FailChips&fileGuid=C2elXFDLpa87LvmF","title":"","type":null},"content":[{"type":"text","text":"FailChips"}]},{"type":"text","text":"、"},{"type":"link","attrs":{"href":"https:\/\/www.youtube.com\/watch?v=BIBTmSGM0IU&ab_channel=VeilHymn&fileGuid=C2elXFDLpa87LvmF","title":"","type":null},"content":[{"type":"text","text":"VeilHymn"}]},{"type":"text","text":"和其他一堆 Bumblesnuff-Crimpysnitch 式的衍生產品的整個品牌都被推出，伴隨着富有創意的活動。"}]},{"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","marks":[{"type":"strong"}],"text":"4、"},{"type":"text","text":" "},{"type":"text","marks":[{"type":"strong"}],"text":"Chimp"},{"type":"text","text":"！打造一個全能品牌背後的理論往往很庸俗，但這對於 Ben 來說確實很有效。當他還是一名網頁設計師時，他就知道將黑猩猩（Chimp 的詞義）加入到任何營銷設計中都能提高效果。Chimp 多年來一直是品牌的擁護者，當用戶登錄時，它會向他們拋出傻乎乎的評論，在設置中的“party-pooper”模式下可以禁用。"}]},{"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":"最終，這個項目成功了，因爲它打動了小企業主的心。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"投資者排長隊，但他都拒絕了"}]},{"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":"在 Ben 的創業歷程中，最有趣的一點是，他在沒有任何外部資金的情況下開發了 MailChip。"}]},{"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":"Ben 之所以能做到這一點，是因爲MailChimp 從第一天起就是一個創收的軟件。多年來，他們的定價模式不斷變化（每封郵件→每月訂閱→免費增值），但"},{"type":"link","attrs":{"href":"https:\/\/entrepreneurshandbook.co\/ukrainian-developer-built-a-19-3-billion-app-because-silicon-valley-was-too-ignorant-to-do-it-24a5b83f8fa8?fileGuid=C2elXFDLpa87LvmF","title":"","type":null},"content":[{"type":"text","text":"與 WhatsApp 等產品不同"}]},{"type":"text","text":"的是，它有着非常清晰的收入模式：不涉及出售用戶數據。"}]},{"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，考慮到 MailChimp 是 Ben 曾經管理過公司的衍生產品，這一點也很重要，它最初是由該公司資助的。"}]},{"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":"Ben 並不反對接受投資者的資金。但，那時世界剛剛從互聯網泡沫的破滅中復甦，而風投們也不急於向互聯網公司砸錢。很多人對 SaaS 免費增值模式都持謹慎態度，這在當時還是一種非常新穎的模式。Ben 遇到的大多數投資者都認爲，MailChimp 應該去關注大企業，因爲那是賺大錢的好地方，而不是小企業。"}]},{"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":"對投資者而言，這一計算結果並不成立。爲什麼要爲高度分散化、情緒化、低預算的小企業受衆服務，因爲其中"},{"type":"link","attrs":{"href":"https:\/\/www.fundera.com\/blog\/what-percentage-of-small-businesses-fail#:~:text=What%20Is%20the%20Small%20Business,after%20five%20years%20in%20business.?fileGuid=C2elXFDLpa87LvmF","title":"","type":null},"content":[{"type":"text","text":"30% 會在 2 年內倒閉，50% 會在未來 5 年內失敗"}]},{"type":"text","text":"，Ben 從個人經驗中瞭解到，即使個人創業者失敗了，他們也會保留自己的電子郵件列表，並且他們中的大多數人都會在一段時間之後開始做新的事情。因此，即使他們暫時歇業，MailChimp 也不一定會失去客戶。"}]},{"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":"當收入開始增長時，投資者自然就會在 MailChimp 的大門後面排起長隊。這些年，Ben 看到幾十個競爭對手拿到了幾百萬的投資資金，希望能超過自己。每一個有風投支持的競爭對手都可能意味着 Ben 犯了一個可怕的錯誤，那就是保持自籌資金。不過，到 2020 年，MailChimp 仍佔據着"},{"type":"link","attrs":{"href":"https:\/\/marketingland.com\/mailchimp-claims-over-60-share-of-email-industry-in-latest-report-273926#:~:text=The%20company%20claims%20a%2060.51,comes%20in%20at%20only%209.52%25.?fileGuid=C2elXFDLpa87LvmF","title":"","type":null},"content":[{"type":"text","text":"電子郵件行業 60% 的份額"}]},{"type":"text","text":"。"}]},{"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":"假如 MailChimp 拿了風投的錢，它會發展得更快嗎？也許會吧。但也有可能，那些癡迷於大企業的投資者會逐漸剝削 MailChimp 的創意和創新文化，而這正是 MailChimp 最初與衆不同之處。"}]},{"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，我想用我最喜歡的 Ben Chestnut 的一句話來結束本文："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“當事情變得艱難而黑暗時（企業家經常遇到這種情況），我記得我在喬治亞州厄普森長大時認識到的一些事。當我們在樹林裏迷路的時候，我對一羣朋友說過這句話。我說：‘夥計們，沒人來了。’（笑）這聽起來可能不是很積極，我很抱歉，但你們要知道：沒人來，這就要看我們自己了！如果你是一名企業家，沒有人會真正幫助你。你得自己弄清楚該怎麼做才能擺脫困境。但是如果你真的走出了困境，就會有很多人加入你的行列。我一直對自己這樣說。”"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"作者介紹："}]},{"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":"Alan Trapulionis，熱衷瞭解人們是如何工作的。"}]},{"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","marks":[{"type":"size","attrs":{"size":10}},{"type":"strong"}],"text":"原文鏈接："}]},{"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","marks":[{"type":"size","attrs":{"size":10}}],"text":"https:\/\/entrepreneurshandbook.co\/a-web-designer-turned-his-side-project-into-a-700m-year-revenue-business-without-vc-money-55cd13ee560"}]}]}