To summarize a complete Rhea investment proposal, it should be expounded from the aspects of company introduction, market prospect, consumer group analysis, return on investment, channel incentive mechanism and market operation strategy. In addition, the investment promotion plan also needs to think about how to support agents, franchisees and distributors to occupy the market faster, complete the recruitment of channels, and show agents a relatively mature mechanism. Commercial mature scheme that allows agents to pack and take away.
How to plan a more credible company introduction?
We usually think that the financing plan is to tell a story, and whether the founder's story can impress investors determines whether we can get financing. The same is true for recruitment channel agents. Only by letting agents trust your business and recognize your business model can you make money with the company. On the premise that the company, market and team are all valued, your products will be accepted by agents.
Therefore, when we design the channel investment proposal, we need to think about a question repeatedly, "How to win the trust of agents". It is easier to impress partners by writing about company introduction, market analysis, channel policy and investment process around this core idea. In the process of writing a company profile, besides the company's development history, corporate culture, corporate vision and the original intention of the founder, what other issues should be considered?
Why do enterprises exist?
First of all, we must clearly describe the social value of this company. The value of an enterprise is not to serve a single individual, but to solve the problems encountered by consumers around the needs of specific groups. Therefore, only by clarifying the people they serve and solving social problems can we get enough social recognition. In the process of agent recruitment, more agents have defined the future development direction.
Second, clearly describe the economic value of this enterprise to the agent.
An agent is optimistic about a field or a product because he is optimistic about the economic value that this product can bring. Only projects that can make the agent generate profits for a long time will win the favor of the agent. Therefore, when designing the investment promotion scheme of products, it is necessary to analyze the return on investment of the project around the idea of continuous profitability of products. Eliminating some possible obstacles and potential threats in the future is the only way for us to dispel the doubts of agents.
Third, find out why customers have to sell and tell consumers why they choose your product.
In the era of relatively abundant materials, consumers have many choices, and agents will have more choices. Because, if enterprises can't find a reason to impress customers, the market will lack a lever that has been shaken. Therefore, enterprises must find differentiated selling points and let consumers give priority to you, otherwise our channels will face serious price competition.
What aspects do you introduce to the enterprise?
Rhea Investment Promotion Planning Department summarized the stages and achievements since the establishment of the enterprise. A good introduction to the company's development process is the key to enhance the trust of agents in the management team. A deep understanding of the company's development background can promote agents to make accurate judgments. Many entrepreneurs are confused when compiling the development results of enterprises; "My company has just been established and has no experience. Where can I achieve anything? " . For a startup company, we can introduce the background, achievements and experience of the previous founding team, and strengthen the agent's understanding of the operational ability of the startup team, which will bring enough confidence to the agent.
How to make a credit endorsement for your own enterprise? What can we do when the enterprise's own advantages are insufficient or more credit endorsements are needed to strengthen its own advantages?
In the case of insufficient internal resources, we can think from four dimensions: investors, partners, production technology and celebrity effect.
First, gain trust by introducing investors. Why do some start-up projects initially introduce a small amount of angel investment? In addition to the demand for funds, it is more necessary to graft resources. Well-known investors invest in your project, at least indicating that the other party recognizes your business model; This has increased a lot of confidence in future marketing, customers and supply chain, and is a good stepping stone. For example, the century-old Yucai, Lai Zhenniu, Taobao's Taobao shop, and the WeChat business project invested by Chen cursor are all the same; With these endorsements, trust will naturally increase.
Second, enhance trust through suppliers or OEMs. Without a large investor background, startups can also endorse themselves with their downstream supporting partners (major customers and suppliers), which is also one of the commonly used gold-subsidizing strategies of many enterprises.
For example, we will see some start-ups in the mobile phone industry, introducing "our supplier is the same as Apple's" or "our supplier is the number one company in the world" and so on. This situation is very common in the mobile phone circle, after all, most mobile phone manufacturers are assembly companies; In fact, this can also be applied to other enterprises that rely on OEM production, at least to let consumers see that you attach importance to quality.
Third, through the uniqueness of the production process.
Tell agents and consumers that our production equipment and technology have adopted world-class standards and obtained those specific international certifications. For example, Nongfu Spring introduced the water source and advertised itself as a "porter of nature", emphasizing the naturalness of water quality; Blue Ocean House will tell you about men's closets. Often the propaganda words that these colleagues are unwilling to say are another way for you to occupy the minds of consumers.
Fourth, the stars of the same name are connected.
If you don't have any of the above resources, do you have at least some objects or stars you admire? It is also a good way to mail your products to the stars and celebrities at 100 and ask them for some suggestions or feedback.
Case: Rhea's investment manager once gave similar advice to the founder of a startup company. Let him make a list of the celebrities he admires. Then, I wrote targeted emails to more than 50 people. In the emails, I talked about the process of getting to know these celebrities and how their views affected their lives. And sincerely inform the other party that under the influence of his point of view, he will start his own entrepreneurial road.
Therefore, the first batch of products from the assembly line must be given to those who silently influence their own life path. After obtaining the consent of the other party, I also carefully prepared the instructions for the use of the product, and asked them to give feedback on their products after use. As a result, there are not a few celebrities who responded to the use effect in Weibo.
In the process of channel investment, most of the intended partners don't understand the enterprise background. Therefore, the investment proposal is more about showing the strength, advantages and trustworthy side of the company. For start-ups, without trust endorsement, we need to know how to use the development prospects of the industry and the national macro-policy level to increase our trust endorsement.
Do a good job in market analysis, and strive to let agents see broad market prospects.
Market analysis is to tell agents how big our market capacity is, how big the future growth space is, and what development stage the existing market space is in. Only when the channel fully realizes the development trend and future growth potential of the industry will it produce agents in this field and become a link of the whole industrial chain.
Where should market analysis begin? Some people think that market analysis is to draw a pie for the agent, as long as you draw it casually. In fact, if you have detailed data to support your point of view, it may be easier to make people happy and the conversion rate of recruitment agents will be higher.
First, analyze the overall trend and development prospect of the industry through the industry report. In fact, there are market analysis reports made by data research companies on the Internet every year. Entrepreneurs can use this kind of data as the development form and market forecast of the industry, and the feasibility will be higher.
Second, introduce the overall market trend and search feedback results through Baidu Index. Baidu Index is an open big data platform for the public. Entrepreneurship can query the overall search trend of the industry through consumption keywords, and can be used as an evaluation tool for the development prospect of the industry and an analysis tool for the characteristics of consumer groups.
Third, according to the current market share occupied by market peers, make market forecasts. Both listed companies and non-listed companies can find out the financial reports or sales scale of some companies through online search.
Fourthly, the user base of consumer groups is analyzed. Every company has its own user portrait. Around the same age, gender and family, we can accurately predict the size of potential consumer groups, thus judging the size and amount of market space.
No matter any industry or any channel, it has its own life growth cycle, and its development process will face the transformation from sunrise industry to sunset industry. However, our confidence analysis needs to make agents feel that channel differentiation will prolong the decline cycle of the industry.
For example, we take the clothing industry as an example. As we all know, the operation of traditional physical stores is very difficult, and the wholesale market has also been impacted by e-commerce channels. However, the demand of the whole market exists. Under the background of mobile Internet, many people sell their clothes through WeChat commercial channels. Therefore, although the whole industry is in a downward trend, some people are hesitant to switch to new channels and bring new development opportunities to themselves.
What is less available for channel support?
Most agents set foot in this industry as novices when distributing products. Only when they know the difficulties that novices will encounter when they enter this industry and help agents sort out the obstacles in the market, will agents put aside their doubts and develop with you. In terms of channel support, the focus is on how to help the channel from novice to hitchhiking, so that agents can feel the support for the channel.
Channel support should be communicated to agents on how to solve potential operational risks. In terms of market operation, besides advertising and product knowledge training, what support can agents give the company in channel operation, market operation and customer service? In fact, the channel is concerned about whether the sales strategy can detonate the market and worry that the goods are in the hands. If two problems can be solved, the difficulty of attracting investment will be greatly reduced.
Design of channel incentive policy. Many companies have also formulated corresponding channel rewards and performance appraisal mechanisms, but few can really help agents improve their performance and promote the completion of tasks. Many times, many performance evaluations are based on efforts, ignoring the accuracy of market development processes and operation methods. In this way, the performance of agents will inevitably fluctuate like a roller coaster.
Only by changing the channel support policy from paying attention to the payment back to cultivating the channel agent ability can agents obtain lasting profits and win the recognition of most agents.
How to design a convincing channel investment scheme? Today, we will focus on two chapters: company introduction and market analysis.