———— By
Jiang Ziyao
Hedge Investment Management Co., Ltd. Guangxi
My company is writing, “Small & Medium Enterprises Marketing Cheats” and other business and management topics series of books, manuscripts will be expected to the first three months to complete. Domestic publishers are looking to discuss books published, asked after the publication of Xinhua Bookstore in domestic sales channels. Have intention to cooperate, contact the publisher of e-mail: hfgx2008@sina.com
——— July 20, 2009
(Continue)
7. customer base to fight the “edge ball”
For children before you sell, you can start trying to sell to young people; for primary and secondary schools before you sell, you can start trying to sell to students and colleges; for professional women before you sell, you can full-time wife began trying to sell to family, and so on. This may make your business experience unexpected results. Japanese comics industry, mainly for children just beginning to marketing, but because the “edge ball” strategy experienced less than the effect of intentions, and now many Japanese adults, including professional office workers, they like comic books, “Doraemon,” ” Holy warriors “,” Dragon Ball “,” Conan “and so on, which can not but say that” edge ball “strategy of success. 
After the opening situation in the business, to do everything possible to find the next new profit growth point, this time “edge ball” strategy can often come in handy. By contrast, the venture into a relatively stable, if inert, not to develop new customer channels, this time out of your hardships Chuang business may face the risk of failure. United States Wang is a perfect negative example.
Immigrants from Shanghai Wang, smart extraordinary since childhood, has at Shanghai Jiaotong University, Harvard University, received a Ph.D. from Harvard in 1948. Soon, he invented a “magnetic core memory,” greatly increasing the storage capacity of the computer. In 1951, he founded Wang Laboratories. In 1956, he sold the magnetic core memory of the IBM patents, profit 400,000 U.S. dollars. Wang was not satisfied with the ambitious comfortable enjoyment, pursuit of the cause made him all these four hundred thousand U.S. dollars to support research. In 1964, he introduced new desktop computers with transistors made, and thus began the process of successful computer company Wang Laboratories.
Wang in the subsequent 20 years, because of constantly creating new and innovative move, so the cause of flourishing. Such as 1972, the company successfully developed the word processor semiconductors, two years later, it launched the second generation of this computer, as when the U.S. office equipment necessary. Massive investments in research work, the company products have emerged, and quickly occupied the market. This time, Wang companies in the production of several computers, small business computers, word processors and other office automation equipment, are walking in the forefront of the times. Wang venture company until then smooth sailing, can be entered during the pioneering days of the stable stage.
However, in the mid-60s, as the company business was very good initially, but then the boss Dr. Wang An ambitious, like the computer industry with IBM, a dominant male and female competition. Because Wang bent to compete with IBM in the business, while IBM has happens is a business machine for the main business of the company, not Wang led out of mindset to play the “edge ball” strategy and did not the computer as a tool for the future of the family into the thousands of families of people, but continue to believe that computers will be just a business device.
In the late ’80s, almost the same time with the terminally ill Wang, Wang companies as a series of major blunders, from flourishing to decline. To June 30, 1992, Wang’s year-end profit to 19 billion U.S. dollars, the amount of total revenue over the past four years, fell by 16.6 billion dollars. Meanwhile, Wang the company’s market value dropped from 5.6 billion less than 100 million U.S. dollars. 4 years ago, the heyday of Wang employees up to 3.15 million, reduced to 8,000. Wang as the company ten years ago the rise of magic generally, it went into decline at an alarming rate. 
What makes a strong and prosperous young computer empire in just five to six years in crash out? Of course, the reasons are complex. None of them were “pushing boundaries” strategy is one of the problems. Wang into the stable in business, after establishing the business user-oriented, not the cheaper and the direction of multi-functional personal computer. When IBM and other companies committed to developing the occasion of the PC, Wang did not listen to subordinates advice, refused to develop such products. When the computer industry to a more open, more industrialization and standardization of the direction of development, Wang insists its the same old proprietary product line. Wang’s products are not only time to catch up with development is not compatible personal computers the computer of high tide, and Wang Laboratories lost valuable features and performance of the original. This high-tech computer and high-speed development of industry, new product development and the market will inevitably lead to a company from failure.
* Venture into the stable period, we must clear the characteristics of current customers, after careful examination of these properties (such as age, purchase motivation, career, etc.), a “edge ball” strategy, try to win more customers.
8. use the “one to many” advertising approach
Early publicity can not start spending money, those in newspapers, telephone yellow pages, television or radio advertising spend large sums of money certainly not be an appropriate. We can use low-cost, grassroots style advertising tips.
* collect e-mail address, and then using e-mail listserv to advertise.
* visit local popularity are concentrated BBS, posting publicity.
* QQ group of established industry, or QQ group for local users.
* for yourself and customize the advertising staff T-shirt, and his staff into a free flow of billboards.
There are many low cost advertising methods, we usually look after that side of the details can be found in this way often.
9. to other cities to enter the
Yes, yes, the business stabilized, to big, you have to expand to other cities to enter. But how do low-cost, low-input low-risk expansion, the success of your business and the key to effective risk aversion. We propose at this stage, entrepreneurs select partners to form alliances for the best. Because this time, coalition partners have been running off from the ground, already has the facade, human resources, sales channels and other inputs and resources in advance, you choose alliance partners in other cities, to avoid duplication of resources, these pre-investment for the venture saving valuable cash, but also effectively circumvented if business operations in other cities are not brought into open the risk.
Miss Lee East China, a clothing colleges after graduation, chose their own businesses at home in Hangzhou. She spent more than 70 thousand yuan purchase of an advanced embroidery machine, at home, clothing and hats customized embroidery patterns. At first, business is confined to young students, schools, clubs and some other people, then through the use of “pushing boundaries” strategy, and gradually developed into a high class hotel souvenir custom scarves, custom embroidery to the newlyweds wedding bedding, custom baby handkerchief to the young parents, etc. and so she ordered one after another 3 sets of computerized embroidery machines. In sum she received from the apparel trade under the embroidery factory orders followed a profit of a considerable sum of money, her business into the right track.
And she herself wondering, despite the current business profit is not bad, but now 4 sets of embroidery machines utilized, there is room for further use. Should find some more processing business, so the machine starts to improve, it can still make more money. But her own business at home, all 4 machines at home, even though the computer operations, but also need someone in the operation, he is not the time to find clients, how do?
Not far from Shanghai, Hangzhou, local consumer groups appear to be greater: the school for more young people prefer custom embroidery; luxury hotels more hotels need to customize embroidery products demand; have more company’s business users are willing to own logo embroidered work uniforms; have more apparel foreign trade company, can attract more outsourcing orders for embroidery. Miss Li wise choice with the Shanghai local advertising companies, business schools around the small gifts to cooperate with them to establish business alliances, to provide them with outsourcing. Gradually, the Shanghai market opened, and a greater volume of business in Hangzhou. Miss Lee has recently purchased 2 sets of embroidery machines, embroidery products, in order to save transportation costs, she is planning to embroidery factory in Hangzhou, the family moved to Shanghai, students family entrepreneurship flourished.

* early days, in alliance expand Zhang Shiyi choose the way, you can save cash management can avoid the risk of investment.
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