Small entrepreneurs hiding in the corner of Cinderella build your own difference

The so-called small business is certainly not against the "public business, and innovation", but differentiated road exploration of niche markets. With the new technological revolution in China commercial whirlwind, from 0 to 1, working and other Silicon Valley venture capital Bible have gradually blown East, this crazy venture in China sparked a frenzy on the land. United States social trend-watcher James Harkins of the same niche in a business is that the Bible. Over the years dig what great letv executives

The author numerous hot spots these days can't help but finish writing, this "higher force" works fine reading, heightened the feeling of this cast Bible between 0 to 1, and the views are very similar. From 0 to 1 is the main thrust of education entrepreneurs learn from 0 to 1 of monopolistic competition. If, say, from 0 to 1 is simply a business are suggested but not given specific French measure, the niche behavior from the "small minority" words based on actual cases show entrepreneurs how to realize the commercial giant's counter attack.

In this work the niche, I was most impressed by three key words is: escape from the whale belly, high predation, cultural hamster, Bull. Progressive relation between these four words were shown to a large extent market segment only a "Unicorn" because of the birth of. If Shu as a "Unicorn" enterprises, differentiation of the business route is of great reference value. A modern business works with the traditional four classic romance of the three kingdoms in China when compared with more distinctive flavor.

Escape from the whale belly: looking for feature set up

Giants can't swallow all, escape from the whale belly is any entrepreneur is the first step to do. At large whale ventral process, study your opponent to find opportunities, optimize their models, targeted reconstruction, by reconstructing the established business model differences, these roads are often the Giants the best choice.

And the competitive nature of incompatible characteristics, was the difference. This game already have precedents in the history of the three kingdoms.

Liu Bei of Xinye town abandoned Xinye, fan, defeated dangyang, Xia Kou, drive away seemingly everywhere, but in reality is the path looking for escape from the whale belly, build a differentiated competitive routes. In a conversation with Pang Tong and Liu Bei, which perfectly illustrates the building a differentiated strategy: this my fire and the enemy, Cao Cao. Cao Yi urgently, my wide; Cao with violence, my benevolence; to a majority of Cao, my loyalty; every contrary to CAO. According to the biggest rival of Liu Bei and Cao Cao's characteristics, determine the differentiation of brand image. Those who see the devil as "Chinese thieves" who gathered one of its own.

I in my circle of friends there was a door-to-door service platform for entrepreneurs, his platform in a weak position in the market, but he has used the passage tells the team to build a differentiated business model, and Liu Bei to read that phrase has the same wonderful:

You service system closed, I on do open platform; you single category I multiple businesses, let user has more select; you service personnel and platform IT system of efficiency low, I on with big data optimization platform and merchant of efficiency; you has profit index, I no, I on with you than burn money; you began burn money, I on followed, increased lines to rob you has foster good of user; you category less, I on what category are received, even is no standardization of emerging service...... Finally, "public + minority" effect of platform, to enlarge my worth.

High predation: overlooking the market, picture

In the first book the behavior of, any entrepreneur must have evolved into "predator information" such as Eagle overlooking the entire Internet marketing, grasp market globally, in which precise finding business information.

In the entrepreneurial market, very few so-called innovation, many entrepreneurs work behind closed doors, is in a high State of confusion. Garage coffee used, the author met a continuous (failed) entrepreneur, the entrepreneur is a food and beverage O2O project, project after the failure of an entire team find their project received tens of millions of dollars of financing in the kitchen the same. Team began to realize that the business model is incorrect, for self reflection. This slow practice common in the market. I was met at the 3W coffee PPT don't even know what the rural entrepreneurs, the brothers knew nothing about marketing, carries the dreams of wealth, listen in 3W coffee "+ Internet strategy of" news broadcast, half the half mask to the author about his business plans.

Any business, are inseparable from its own strength and the analysis of the situation. Entrepreneurship research in a variety of models, but was only to provide an analytical framework, but how important guidance to entrepreneurs. Zhuge Liang in the thatched cottage amid can know the world, taking the long way for Liu Bei to describe a strategic vision. Defensive sike Liu pointed out that in the past the Ming Road. Entrepreneurs cannot overlook the market would inevitably fail. Even Liu needs a strategist Zhuge Liang pointers, how important market globally.

Cultural Hamster: digging edges, explore business opportunities

Away from the mainstream culture, starting from small niche market, is one of the core ideas of the minority behavior. In the view of James Harkins, cultural and ecological environment in the year, margins between culture and mainstream culture has become increasingly blurred, subvert the mainstream aesthetic of "different culture" has become popular. Entrepreneurs only to mice, roots underground to escape giant, excavated from the edge of the market, to seek innovative alternative.

Mice look for barriers also exist in the stories of the practices in the three countries, Liu Bei occupied Shu use the terrain to your advantage can be a barrier, abundance of potential crash is to a large extent contributed to Liu Bei's group market glory.

Innovation from the edge market cases are numerous, some days ago I have heads with an enterprise-class converged communications tools for product exchanges, more deeply feel the true meaning of this theory. I once interviewed the project six months ago, the company as a traditional business transformation enterprise-class converged communications tool is not without its opponents, Ali's nail in the market as the Giants gave them great pressure. But in half a year later, the technical advantages of the enterprises communications plant, to the ToB market with more than 500 people, created to compete with nails a completely different product line, directly seized Jingdong, China Unicom and other major customers, overtaking is realized.

The company CTO after only six months in the course of communication with authors and more confident, and his team's most significant feeling overtaking this process is that they use the technology barriers found more than 500 ToB market, for now, this market is only the family, in the foreseeable for a long time, technical barriers to trade can be their greatest advantage.

Bull: a paradox in the niche business

Of the minority behavior to a large extent in the marketing management by Philip Kotler in "niche paradox" as the theoretical basis of the work.

"Niche" is a more narrow determination that certain groups, this is a small market and it need not be of good service, or "profit". Niche market marketing and said "gap marketing" or "filling marketing", and called "narrowly sewing market marketing", is refers to enterprise for avoid in market Shang and powerful competition opponents occurred positive conflict, and take of a using marketing who itself unique of conditions, select due to various reasons was powerful enterprise neglect of small block market (said "niche market" or "filling basis points") as its specifically of service object, on the market of various actual needs full be meet, to reached firm to occupation the market of marketing strategy.

So-called niche markets, is also a market, Bull. Liu Bei shouted have most ring of name head is "onwards Han room" four word, in warlords hegemony, and everyone wants to will offered Emperor waste and independence of mainstream market in the, "Han room clan" of identity formed "niche" paradox, in "retrocession Han room" of market in the formed monopoly status, to Liu Bei brings has powerful of appeal, attract has to Xu Shu, and Zhuge Liang for representative of a large number of to "retrocession Han room" for faith of talent, formed has a subdivision of differences of competition advantage.

People often ask, BAT copy you you do? You often asked, how do you do "from 0 to 1," the 1. The view was expressed that need to find air, while others choose to make outlet. In the eyes of the author, perhaps hiding in the dark corners of building differentiated advantages, monopoly niche entrepreneur might be able to create the next outlet.