quyen_2_len_duong_0

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02

Lm th no khi s kinh doanh sng to

Ln ng

Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to


01Hay bt u cuc hnh trnh xc nh cng vic kinh doanh ca bn. Cun cm nang s 2 trong b cm nang Khi s kinh doanh sng to thnh cng s gip bn khm ph cc nn tng c bn v ng lc cho cc hot ng ca mnh. y l nhng vin gch u tin gip bn xy dng nn mong cho cng vic kinh doanh trong tng lai.

Nhng thc t ca cng vic kinh doanh Bn co mt tng tt hay mt tng kinh doanh tt?Ti sn tr tu Lm th no pht hin, bo v v khai thc ti sn tr tu ca bnCc gi tr Xc nh cc gi tr l nn tng cho cc hot ng ca bn

Tuyn ngn v s mnh Tom tt cc tc ng m bn mun cng vic kinh doanh ca mnh to ra.Bng chng S dng m hnh bng chng tng lai minh ha hnh nh thnh cng m bn s gt hi.


02C hai cu hi m bt c ai khi bt tay vo kinh doanh u c th phai t tra li: Ti ang lm g? Ti sao khch hng phi quan tm n sn

phm, dch v ca ti? Hy ginh t pht vit mt cu ngn gn v nhng g bn lm. Tip l vit ra l do m khch hng nn quan tm ti vic kinh doanh cua bn. N ging nh thng ip vn ng trong thang my m ngi ta hay nhc n. Lm sao chuyn tai c thng ip ny va nhanh va u l mt thu thut. Nu bn t thy mnh l ngi din t di dng, hy tinh lc t ngn t cho n khi bn c th ni ra nhng iu mt cch ngn gn v sc tch. C th tra li tng t nh th ny: Ti lm g?

Ti vn hnh cng ty thit k dch v. Ti sao khch hng nn quan tm ti cng ty

ca ti? V ti cung cp dch v sng to khin cho cc san phm cua khch hng lm ra hp dn hn v iu c ngha l h bn c nhiu hn.

kim tra hai cu hi ny k hn mt cht, c mt s thc t kinh doanh c ban m bn cn tnh n01 Khch hng phi mun th m bn cung cp.Mt doanh nghip cn thu nhp tn ti, v thu nhp tuy thuc vo nhu cu i vi san phm hay dch v cua bn. Nghin cu th trng c th gip bn xc nh liu trn th trng c nhu cu cho san phm hay dch v hoc c nhu cu tim nng khng. trang s 5 chng ti s cp nhiu hn n vic xc nh cc c hi nhu cu. 02 Bn cn din gii c cch bn s p ng nhu cu oBn s phai m ta san phm hay dch v cua bn p ng c cc nhu cu ny ra sao. Nn ni v cc li ch n s mang li hn l miu ta c im hay

NHNG THC T KINH DOANH


03chc nng cua n. Bn c th kim tra nhng li ch thng qua khao st v mc hi lng cua khch hng.Hy nh rng bn mun khch hng quay tr li, v vy vic lng nghe nhu cu cua h l ti quan trng.03 Bn phi lun duy tr nhu cu oThm ch khi bn bit nhu cu tn ti, v bn p ng nhu cu , bn khng c ngh ngi. Nhu cu khch hng ging nh xng t vy. Bn c th i on ng di, thm ch i nhanh, nhng nu khng np thm nhin liu bn s dng li mt im no . Bn c th np nhin liu bng cch pht trin k hoch bn hng v tip th phai tp trung vo nhng khch hng ang c nhu cu.04 Bn cn lin tc i mi cnh tranh v tn tiiu ny s c thc hin nh vo mt chin lc cnh tranh. Nm nguyn tc hng dn sau y s to nn s khc bit v gip am bao doanh nghip tp trung, hiu qua, thnh cng tuyt i.01 Trng tm tng cua bn khng phai l bn m l

khch hng.02 Bn khng cn t lm tt ca mi th. Hy thit lp

quan h hp tc v c cc cng s.03 Bn cn vch ra tm nhn kinh doanh nh v cho

san phm v dch v m bn cung cp. V bn cn m ta c tm nhn ny vi ngi khc mt cch r rng v hiu qua.

04 Bn cn phai hiu ng c c nhn cua bn khi kinh doanh, bao gm ca tm quan trng cua vic thu hi vn.

05 Bn cn o lng c hiu qua cng vic kinh doanh v ch c th o bng tin bc nhng thi im quan trng.

Nhng thc t kinh doanh trn chnh l nn tang cho nhng g cn phai tun thu. Nu tng kinh doanh cua bn i lp vi cc nguyn tc trn th bn nn t cu hi mt cch nghim tc l liu n c hiu qua hay khng.


04MT TNG TuyT vI HAy MT TNG KINH DOANH TuyT vI?

Vi mt tng thng thng th suy ngh v khao kht cua bn chnh l trng tm. Nhng mt tng kinh doanh li cn c khch hng hoc khn gia l trng tm. C ba thc t phn bit gia tng kinh doanh v tng sng to:01 R rng l trn th trng c mt nhu cu i vi san phm hay dch v cua bn (hoc l bn phai to ra nhu cu ), v bn cn cung cp mt giai php c i mi hoc hon ton mi p ng nhu cu .02 Nhu cu phai u mnh tr thnh nhu cu th trng.03 tng phai em li hiu qua c th h tr cc nhu cu thit yu cua cng vic kinh doanh hin ti ng thi p ng c cc i hi cua cng vic kinh doanh trong tng lai.

v d sn phm: DysonNh pht minh James Dyson gii thiu my ht bi khng cn ti, ha hn ht tt hn cc my ht bi thng thng cng nh lm sch tham. S ngi khng hi lng vi my ht bi thng thng hin c u to ra nhu cu cho san phm mi Dysons. Phn thng cua cng ty nhn c cho tng l kim ra u tin khng ch c li m cn pht trin m rng cc san phm my ht bi v a dng ha cc san phm khc.

v d dch v: EasyjetEasyjet l cha kha cho cuc cch mng du lch hng khng vi chi ph hp l. Cng ty thnh lp t nm 1995 vi hai my bay cung cp my bay gi r nh ch cung cp cc dch v c ban v thu ph ph cho hnh l cng nh n. Nhu cu cua ngi tiu dung to nn s thnh cng cua cng ty. Phn thng cua tng l gi y Easyjet tr thnh mt trong nhng hng hng khng ln nht chu u v ni bt trn th trng chng khon London nm 2000.


05Nhn nh cc c hiKhi c mt san phm hay dch v c cai tin, bn hon ton c th tip cn cc th trng m mi trng cnh tranh khng cn l thch thc nh trc kia na. N cho php bn xy dng c ch c quyn mi (thm ch ch l trong mt thi gian ngn), cho php bn pht trin m khng c cnh tranh. Nhng hy cn thn! Nhng ngi i mi -nhng ngi u tin c mt trn th trng - li t khi c kt qua tt v hay b thua l, trong khi nhng ngi i sau li l ngi gt hi thnh cng. Do hiu hn v san phm v dch v nn h thng gii thiu cc phin ban chnh sa, giai quyt trn tru cc vn v trnh c nhng rc ri lin quan n s hu tr tu.V vy cung vi nhng cu hi Ti ang lm g? V Ti sao khch hng nn quan tm ti san phm v dch v cua ti?, bn cn t hi ban thn:- Liu c nhu cu no vi san phm/ dch v m

ti cung cp?- Liu nhu cu c u mnh tr thnh nhu cu

th trng?- Liu c mang li u li nhun ti tip tc cng

vic kinh doanh cua mnh khng? Ti sn tr tu l g?Nu nh bn nhn nh c mt c hi hoc c trong tay mt tng bn cn phai ngh n Ti san tr tu. m nhc. Sch. Phn mm my tnh. Cc san phm m chng ta s dng trong cuc sng hng ngy... tt ca u l san phm sng to cua con ngi v s sng to cn phai c bao v. l s sng to cua tr c, mt khi c th hin ra, n s tr thnh ti san tr tu (IP).T quan trng y l c th hin. Anh th cc tng hay khi nim khng c bao v m ngi ta ch bao v s th hin cua cc tng v khi nim .



C mt s loi hnh bao v s hu tr tu thng thng cho cc hot ng nht nh di y: Bng sng ch v quyn thit k/ i vi cc giai

php k thut, cc pht minh v cc san phm mi. Bn quyn/ i vi tc phm vn hc, ngh thut,

kch v m nhc. Bn quyn thng mi/ tn, t ng, m thanh v

thm ch l hng thm (him khi) cua mt nhn hiu hng ha.

Trong kinh doanh, tt ca mi th t ban thit k ring, phn mm, thng hiu, bao b hay logo cua bn u cn c bao v. Tm li, tt ca cc san phm sng to ca vt cht ln tinh thn cua bn u cn phai c chuyn i sang mt hng ha hu hnh bn c th xin cp php, bn, giao dch thng mi, phn tch hoc gi nguyn quyn cua mnh vi nhng hng ha ny. Quan trng l bn cn cn nhc xem bn bao v, khai thc v quan l ti san tr tu cua mnh sao cho hiu qua.Qun l ti sn tr tu v gii ma gi tr ca Sc sng to ca bn. Mt s iu di y c th s c p dng thi im sau ny trong qu trnh pht trin kinh doanh nhng bn cng nn tm hiu chng t by gi: Bc 1 - Nhn din Ti sn tr tu Lit k cc san phm sng to m bn c (ti san

tr tu) bao gm logo, tn/ nhn hiu cng ty, thit k bao b, san phm v phn mm.

Kim tra cc thit k cua bn, cc tng c th hin, cc san phm v cng trnh sng to no cua bn l mi v nguyn ban.


07 Bc 2: Bo v ti sn s hu tr tu Bn c th k mt tha thun bao mt n gian

vi cc khch hng, cc cng ty san xut tim nng hay cc nh u t TRC KHI bn bt u m phn.

ng k thit k, bng sng ch v ban quyn ti trang web cua Phng S hu Tr tu Vng Quc Anh.

Bao mt tn min trn mng bao v thng hiu cua bn.

Khi tip cn cc nh san xut cn t c tha thun bng vn ban nh Hp ng bao mt, Hp ng nguyn mu (khi nh san xut ng lm mu san phm theo cc tiu ch bn a ra), cc tiu cua hp ng v Hp ng san xut.

Lu tr thng tin hiu qua k ca nhng vic ang c tin hnh. Bn cn lu li ca nhng phc thao, ghi chp, ban thao, s , hp ng, th t v nhng trao i qua email.

Ghi tn tc gia/ngi pht hnh hay tn ngi sng to trong tt ca cc ban sao san phm cua bn, cung vi ngy thng v tn nc (Tn cua chu s hu) (nm pht minh/ to ra).

Ghi li s ban quyn thit k c ng k v ngy gia hn giy php cc san phm s hu tr tu cua bn trong nht k. ng bao gi qun gia hn quyn s hu tr tu hay tn min.

Bc 3 Khai thc ti sn tr tu ca bn Bn cn am bao rng bt k thit k, ban quyn

v bng pht minh no m bn ng k hoc ang tin hnh ng k l ng nht vi nhng th m bn nh a ra th trng.

In s giy php ng k ban quyn thit k cua bn trn bt c bao b no v du hiu Ban quyn nu bn ng k thng hiu nng cao hnh anh cua bn.



Ti a ha li nhun thu c bng cch ng k quyn cua bn mt cch tng th hoc ring r c th khai thc ti san tr tu trn cc lnh th hoc hnh thc khc nhau cch ny s gip bn gi c quyn cua mnh trong khi vn c th thu li li nhun t cc san phm .

Thu ph chuyn nhng nu khch hng mun c quyn , thng xuyn tham vn li khuyn bn ngoi trc khi chuyn nhng.

Cho php s dng ti san tr tu cua bn (c quyn hoc khng c quyn). Bn c th cho php mt ngi duy nht s dng quyn s hu tr tu, hoc cho php thm ca nhng ngi khc na. Bn cng c th trao quyn ti san xut hoc phn phi, quyn thu hoc mn. Hy cn nhc th m bn mun cp php (v d nh thng hiu, ban quyn, quyn thit k) hnh thc no (c quyn hay khng c quyn) v trong bao lu (v d cp php c thi hn, vnh vin hay tm thi) v cui cung l bn cp php ni no trn th gii?

Hy xc nh liu bn c yu cu ph ban quyn hoc ph cp php khng hay ca hai (ph ban quyn ni chung nm trong khoang 4-14% tuy thuc vo loi hnh sng to/ ngnh sng to).

m phn thng thuyt. y l giai on bn s phai dnh nhiu thi gian m phn t c tha thun. Tip theo s l phn k kt hp ng, thi im ny phai vch ra nhng iu khoan chi tit c c mt tha thun c tnh rng buc.

Hy chc chn rng bn c tra cng sng phng cho san phm cua mnh. V d nu bn sng tc th bn phai nhn c tin ban quyn. Nu bn vit sch bn s phai nhn c tin ban quyn cho mn cng nh chi ph ban quyn t ngi xut ban sch cua bn.

Hy s dng Giy php sng to c ban nu bn mun kim sot v chia s ti san s hu tr tu cua mnh. Bn c th cho php vic ti san xut


09cc san phm cua mnh nhng khng v mc ch thng mi hoc cc bin php s dng khc, theo ch mt s quyn s c bao h.

Bc 4 - Bo v quyn s hu tr tu ca bn Ngay ca cc t chc ln cng vn c th gp rc

ri trong vic bao v quyn s hu tr tu. Vic sao chp lu cc a DVD lm cho ngnh in anh tht thot kh ln cng nh vic tai nhc phi php i vi ngnh cng nghip m nhc. Vy th bn bao v quyn s hu tr tu bng cch no?

Theo di nhng g m i thu cnh tranh v nhng ngi mi tham gia vo th trng ang lm. Nhn nhng thng bo mi, ng k nhng tin tc trong ngnh, theo di trang web cua vn phng ti san tr tu Vng Quc Anh v ch n cc thng hiu mi ang c quang co. Nu c bt k du hiu vi phm quyn s hu tr tu cua bn, bn c th kin mt khi thng hiu sau khi n c quang co.

Gi n xin dng hoc huy b san phm chnh thc nu bn thy ai vi phm quyn s hu tr tu cua mnh. Mt lut s c th gip bn thao n hiu qua gi cc c quan chc nng v khuyn bn hnh ng th no l tt nht.

Thng tin thm v xc nh, bao v v s dng ti a quyn s hu tr tu cua bn c th tham khao vi cc t chc bao gm ca Own it: T vn v s hu tr tu i vi cc doanh nghip sng to.


10CC GI Tr

Cc gi trKhi bn vn hnh cng vic kinh doanh cua mnh, bn l ngi kim sot. Bn quyt nh bn lm g. Bn c c hi to ra doanh nghip nh bn mun - mt doanh nghip thc s th hin s nhit tnh, am m v cc gi tr cua ring bn.Trong khi li nhun l iu ti quan trng cho bt c doanh nghip no tn ti v hng thnh, iu quan trng l bn sp xp cng vic kinh doanh cua mnh v vn hnh nh th no cho ng vi cc gi tr cua c nhn bn. Cc gi tr ny khng nht thit phai l o c, ch cn n gian l nhng g lm cho bn cam thy c sng v cam kt ht lng vi nhng g bn ang thc hin. Vi ngi ny n c th l s phc v mi ngi, vi ngi kia c th l s sng to, i mi, vi ngi khc n c th l s phiu lu, khm ph.Bn s cam nhn thy mt ngun nng lng ln, s gn b v hng hi tch cc khi bt u, pht trin v vn hnh cng vic kinh doanh khi m n trung vi cc gi tr cua bn. iu ny s mang li cho bn quyt tm ln hn v cc ngun lc cn thit u bn vt qua cc kh khn v th thch trong vic to dng cng vic kinh doanh v duy tr n. Cc gi tr cua bn s c anh hng ti mt s kha cnh: bn s lm nh th no, bn mun san phm cua bn c n nhn ra sao v bn s giao dch vi khch hng, nh cung cp v nh u t ra sao.

Buc phi tm ra cc gi tr ca mnh l mt vic kho khn. Tuy nhin, ti nhn ra rng vic kinh doanh cn co mi lin h vi cc gi tr ca bn thn mnh. y l mt bi hc ti s p dng trong tng lai. Tom Dowding, Nh thit k ni dng di ng, Mobile Pie


11Nhng gi tr khc bit vi nhng nim tin. Abi Yardimi, Nh vn v chuyn gia gio dc sng to giai thch nh sau:

S dng Bang 02a: Nhng Gi Tr cua bn s gip bn nhn din, u tin v a cc gi tr cua mnh vo k hoch kinh doanh. Hy vit ra cc gi tr quan trng i vi bn trn ming dn. Bang trang bn c danh sch cc gi tr m bn c th tham khao

Sau hy sp xp theo th t u tin nhng gi tr

S khc bit gia nim tin v gi tr (i vi ti) l ch gi tr l th g o m bn rt trn qu, nh th g o qu gi m bn sn sng bo v gi no c nguyn vn. Nim tin l nguyn nhn thc y cc hnh ng v nh hng cuc sng ca bn. Nim tin co th thay i, v khi o trong bn s xy ra bin chuyn ln v nng lng, tnh cm v thi

Bi tp ny c rt ra t phn ni dung do chuyn gia t vn doanh nghip Joanna Woodford pht trin.

Lun quan trng Thnh thong quan trng Him khi quan trng Khng bao gi quan trng

Thc hinHay t mnh lm bi tp ny. Tm mt goc yn tinh ni bn co th suy nghi v lin tngBn s lit k v sp xp li cc gi tr c nhn ca mnh. Hay nghi ti chng nh l nhng iu lm bn thc s cm thy ang c sng v tn tm vi nhng g bn ang lm trong kinh doanh. i vi ngi ny o co th l nhng iu nh phc v mi ngi, vi ngi kia o co th l sng to v i mi, vi ngi khch th co th l tnh chn thc, hiu bit v mi trng hay vai tro lanh o. Hay s dng nhng mnh giy dn vit ra nhng gi tr quan trng vi bn. Hay xem v d v cc gi tr trang 12 trong cun cm nang s 02 gip bn khi ng. Khi bn a vit c nhiu (10 hoc hn) cc gi tr ri, hay sp xp chng vo trong nhng ct tng ng. ng lo v vic phi lm tht ng ngay lc u- hay chuyn ti lui cho n khi bn thy chng a v tr ng. tp trung cho cng vic ny hay co ti a l 5 gi tr ghi vo trong ct Lun lun quan trng. Hay a bng a hon thnh cho ngi m bit bn kh ro v yu cu h nhn xet.

Gi tr cabn02a


12CC GI Tr

bn va chn v v a vo ct tng ng trong bang 02a. Hy c gng c c ti a l 5 gi tr trong ct Lun quan trng)

Thnh qu

Tin b v pht trin

nh hng ti ngi khc

Tnh c lp

Thnh tht

Gip xa hi

Gip mi ngi

Tng trng

t li ch ti chnh

S ni ting

Lim chnh

i mi

v tr trn thng trng

Nng lc lanh o

S hiu bit

Cng vic n nh

Tr tu

Th thch v mt th cht

S t do

S pht trin c nhn

Cng vic co nghia

Tin bc

Sc mnh v quyn lc

Dch v cng cng

Cht lng tham gia

S cng nhn

Danh ting

Gim st ngi khc

v th

S n nh

T trng

Tinh thn chu trch nhim

Thoi mi v thi gian

Thng thi

Chu c p lc cng vic

Lm vic vi nhng ngi khc

Lm vic mt mnh

Tn trng

S hi hoa

Thm m

Tnh hi hc

Cn bng cuc sng v cng vic

S phn khch

S xut sc

An ton v ti chnh

S quyt on

Nhn thc v sinh thi

S sng to

S hp tc

S cnh tranh

Cng ng

Co nng lc

S a dng v s thay i

Cc vn mang tnh thch thc

Ngh thut


13Ti sao cc gi tr li quan trng? Sau khi nu c cc gi tr cua mnh, bn s c th s dng chng theo mt s cch. Hy ngh ti chng nh l mt loi my radar c th r sot cng vic v cc lnh vc khc trong cuc sng cua bn. Chng s gip bn nhn ra iu no s em li, hoc khng em li nn cam gic mn nguyn v hng khi. Chng s gip bn:- nh gi tng kinh doanh cua bn; n s tn vinh

cc gi tr cua bn nh th no?- Hy kim tra xem mc cn bng cng vic v gia

nh cua bn cn phai c iu chnh nh th no- Lun hng th khi phai lm vic vi cc kha cnh

bun t hn cua cng vic hoc khi mi vic din ra khng c nh mong i.

- Gip bn i ng hng khi bn c c nhng la chn v c hi khc nhau. V d, iu g s xay ra nu bn thiu tin m li c mi lm vic m khng phu hp vi k hoch cua bn?

- Thuyt phc ngi khc quan tm n cng vic kinh doanh cua bn, v thng thng cc gi tr cua bn s lin quan n nhng gi tr cua ngi .

Hon ton c th c s xung khc gia cc gi tr c nhn vi gi tr cng vic kinh doanh cua bn. Do bn s dung cc gi tr c nhn no cua mnh to cam hng, dn dt v nh hnh cng vic kinh doanh cua mnh? C mt cch l nhn vo cc kha cnh khc nhau trong khi kinh doanh v ngh xem trong tng kha cnh th gi tr no l quan trng nht.Cc gi tr l nhn t thit yu trong vic xy dng


14CC GI Tr

thng hiu v cn phai nht qun vi hnh ng cua bn. Nu bn hnh ng mu thun vi cc gi tr vn c khch hng cua bn bit n, iu ny c th gy ra cc hu qua ng k v thm ch l to phan ng d di. V d nh trng hp cua nhn ung Innocent (Ngy th) m mi y c tha thun vi Coca Cola.

Thng hiu Innocent (Ngy th) Innocent, thng hiu c thnh lp cch y 10 nm v c bit ti nh l mt loi ung lnh mnh v c o c kinh doanh n ng gp 10% li nhun cho hot ng t thin. Vic Coca Cola tham gia gp c phn trong cng ty lm dy ln mt s phan ng gay gt t pha khch hng. Ngi ta lo ngi rng hng ny cng bn linh hn cho qu d. Mt khch hng vit: Cc anh bn linh hn cua mnh. y l ln cui cung ti mua san phm cua cng ty ny san xut. Mt s khch hng khc th than th nh ci kt cua cu chuyn c tch: Xin ng a nhng dng tin vui v, nhng email d thng, hnh anh nhng ngi lng na cng nghip na hin i hay nhng tin nhn ng yu na, chng khng cn phu hp vi hnh anh thng hiu cua san phm na ri. H (Nhng nh sng lp cua thng hiu ung Innocent) cng d dng nhn thy s xung t r rng gia nhng gi tr m nhn hng cua h tng i din nh sc khe v cc gi tr x hi so vi v th cua Coca Cola, mt hng l ngn c u cho chu ngha t ban ton cu. (Ngun: business.timesonline.co.uk)


15NG C KINH DOANH CA BN L G?

Suy nghi v bn thn, nhng tng, ng c v tc ng m cng vic kinh doanh ca mnh mang li co gi tr vi ti hn nhiu so vi vic n gin ch bit vic kinh doanh vn hnh ra sao. Holly Mcintyre, Cng ty tuyn dng cho doanh nghip Sng to

am m

ng c v kinh t

Ti nng

thnh cng, bn cn cn bng gia ng c pht trin tng thnh tng kinh doanh vi cc mong mun khc cua mnh. Nu mt doanh nghip chy theo tng nhng khng quan tm ti yu t thng mi n s khng th bn vng. Tng t, nu mt doanh nghip b chi phi bi nhng ham mun thng mi m khng coi trng sng to v i mi th n cng khng th hot ng hiu qua v lu v di. C c s cn bng gia am m, ti nng, mt thng hiu sch m vn p ng nhu cu v mt kinh t l iu v cung quan trng.


16NG C KINH DOANH CA BN L G?

Phn minh ha trong trang 15 da vo cun sch t Tt n V i cua Jim Collins. Tc gia Collins nghin cu cc phm cht v ng c lm cho cc cng ty ln tr nn khc bit. Cc cng ty tuyt vi thng ch trng ti cc hot ng khi gi c am m cua h, ti a ha cc k nng v ti nng cua nhn vin v c c mt ci nhn r rng v vic lm th no to ra dng tin v li nhun cao mt cch bn vng v hiu qua. S rt d dng khi xc nh nim am m cua bn l g. Rt nhiu thng tin c ch ra trong cc gi tr cua bn. Cun cm nang ny s gip bn nh gi tng ng c cng nh cc k nng cn thit nhm a tng cua bn tin ln pha trc v mang li hiu qua ti chnh tng ng vi nhng g bn mong mun. Tuyn ngn s mnh Mt khi khm ph mt cch ton din tng kinh doanh, cc gi tr ng sau chng v ng c hnh ng cua bn, gi y bn c th to ra mt tuyn ngn s mnh cho cng vic cua mnh. Mt tuyn ngn s mnh l mt ban tm tt r rng chnh xc v l do ti sao mt doanh nghip cn tn ti v cc d nh tng lai cua n. Mt tuyn ngn s mnh c th ni vi khch hng rt nhiu iu v cng ty cua bn, do vic dnh thi gian vit n l rt quan trng. Hy tham khao mt vi tuyn ngn s mnh cua cc cng ty khc cho r. Mt tuyn ngn s mnh l tng cn truyn c cam hng, thc t v ch cn di t 3-4 cu. N nn ging nh ban tm tt v cng ty cua bn, vic bn lm, cc d dnh kinh doanh cua bn v ti sao bn li kinh doanh san phm ny. Tuyn ngn s mnh cua Virgin Atlantics nh sau Hng ti vic tr thnh hang hng khng co li nhun ni m mi ngi u yu thch bay v ni mi ngi u yu thch lm vic.


17M HNH BNG CHNG

Xc nh tm nhn cho bn v cng vic kinh doanh cua bn thng l nhim v n gian cho mt doanh nghip. Bn c tng m bn am m, bn quyt tm bin n thnh hin thc. Nhng liu bn c th din t tm nhn khng? Bn c th m ta n hoc v n ra v hn ht l bn c hiu c tm nhn s nh hnh cng vic kinh doanh cua bn ra sao khng? C mt qui trnh gi l M hnh bng chng c th gip bn khm ph cc cu hi ny. N da trn nghin cu cua Marsha Mcluhan. L mt hc gia, ng y ni ting vi cun sch B bn cua anh hng truyn thng. Tn cun sch c v phc tp hn ni dung m n cp. V c ban, n a ra bn cu hi bn kim chng vi tng cua mnh01 tng o m rng/pht trin iu g? 02 tng o s thay th hoc lm cho iu g/

sn phm g tr nn t c yu thch? V d: tin tc mng cung vi blog v nhiu th na lm cho nhu cu c bo truyn thng giam st.

03 iu g s c hi sinh nh tng o? Nhng tng mi c th thay i cch chng ta nhn nhn v nh gi nhng iu c. V d, bi v by gi hu ht ngi dn u mua cc san phm m nhc k thut s nn cc a than t ch thng dng tr nn him. V iu c ngha l chng c mt gi tr mi l su tp v tr nn t tin.

04 Phn ng ngc chiu co th l g? Liu mt tng qu thnh cng trn thc t c th to ra anh hng tiu cc khng? V d, nu dch v i chung xe c thit k tt thc ra s lm giam nhu cu s dng giao thng cng cng v khin mi ngi dung t ring, dn n tc ng. Do mt tng thnh cng thc ra li em li mt anh hng tiu cc.


M hnh bng chng l cng c hu ch minh ha nhng sc thi i lp cua s thnh cng m Burberry trai qua.

Chin dch ca hang a to ra iu g? Nhn hiu ni bt v s cng nhn S dng hoa vn k vung nh l biu tng Th (c yu thch ....) c thay th hoc b son ngi v yu thch? Nhng san phm cao cp tr nn thng dng hn v

nh mt s c tn cua n iu g c hi sinh? Nhu cu mi vi hoa vn k Nhu cu mi v san phm c m gi c nhn nhn l thi trang

18M HNH BNG CHNG

Thng hiu BurberryThng hiu Burberry tr nn ni ting nh vo ln ti nh v thng hiu ngon mc vo cui thp nin 90. c sinh ra t 150 nm trc, n gn lin vi tng lp thng lu Anh Quc vi hnh anh o chong snh iu v ha tit k vung. Trc vo nhng nm 80 s ph bin cua thng hiu ny tr nn bo ha v khng c gii tr a chung. Li nhun ri t 37 triu bang xung 25 triu bang nm 1997. Gim c iu hnh mi, Rose Marie Brave c mi lm vic xy dng li thng hiu. B b nhim nhng ngi thit k mi, nhng ngi thng xuyn cp nht l hng qun o v pht trin san phm mi. Mt chin dch quang co mi c pht ng s dng cc ngi mu ni ting nh Kate Moss, ngi sau tr thnh gng mt cua san phm. Burberry c gng gi gi tr ct li cua mnh l cht lng v c o trong khi vn mang li cho san phm mt v hin i. Cc ca hng mi c m ra v nhng ca hng khng sinh li b ng ca, cc trang phc ph kin v qu tng khuyn mi c coi l mt phn cua chin lc mi. Vo nm 2005 li nhun cua cng ty tng ln 6 ln. C mt nhc im trong s thay i ny l xut hin mt nhm tiu dung bnh dn khng sang trng s dng san phm ny cng nh s xut hin nh v bo cua mt lot hng nhi li san phm. Burberry tra a li vic ny bng cch chng hng gia v giam dung hoa vn trn lan v ngng bn m Burberry.


19Hiu ng ngc l g?

Xut hin nhm tiu dung bnh dn lm giam gi tr thng hiu

S ln lt cua hng gia

Khm ph nhng bng chng cho s thnh cng tng laiNhng bng chng gip ny chng minh tnh kha thi tng cua bn. Tng tng cng vic kinh doanh cua bn s nh th no nu nhng g bn d kin s thnh cng. Sau ngh v nhng bng chng c th chng minh s thnh cng . S dng bang tnh 02b: M hnh bng chng s gip bn khm ph nhng im ny. Hay tng tng cng vic kinh doanh cua bn trong tng lai v m ta li h qua cua n bng ngn t v hnh anh. S dng nhiu ming dn m bn cn tra li bn cu hi ny. Trc khi bt u, hy t hi ban thn:Nu cng vic kinh doanh ca ti thnh cng trong tng lai, lm th no ti nhn ra? Nu bn a ra mt san phm hon ton mi, n s c anh hng th no n mi trng? Cng vic kinh doanh cua bn s anh hng ti x hi hay cc ngnh m bn lm vic nh th no?Khi tra li cc cu hi v cng vic kinh doanh cua bn (iu g c pht trin, iu g s thay th, iu g s c hi sinh v hiu ng ngc li l g?) hy hnh dung n nhng h qua c th c t cc gc nhn sau: Th gii rng ln hn (cng ln cng tt) Cc ngnh/lnh vc c th cua bn (v d nh n

c th to ra tc ng g trong ngnh hin c?) Khch hng cua bn (li ch m h c th c) Anh hng ti bn (anh hng g c th tc ng

n cng vic/cuc sng cua bn.)


Di y l v d mt m hnh bng chng m mt doanh nghip s dng khm ph cc h qua cua cng vic kinh doanh th no.

Mt khi bn hnh dung c cng vic kinh doanh tng lai cua mnh, bn s to c bng chng v s thnh cng cua n.V d nh bn ang to ra mt dch v vn chuyn nh vo i chung t, n s c tc ng g ti ngnh bao him? C th cng ty bao him s gi mt bo gi m trn 4 ngi cung ng chung mt khoan ph bao him.Hy th sng to ra cc lun c hnh anh c tnh thuyt phc h tr cho cc tng cua mnh. y c th s l mt cng c bn hng quan trng cua bn trong tng lai. C cc lun c thuyt phc s gip bn thu ht cc cng tc vin hin thc ha tm nhn cua bn, cng nh khi dy nhu cu t cc khch hng i vi san phm hoc dch v m bn cung cp.

BNG CHNG TNG LAI

20M HNH BNG CHNG


21Di y l cc v d v bng chng tng lai do cc doanh nghip s dng qui trnh ny to ra

Bn c th s dng bng chng tng lai khng ch trong vic lp k hoch kinh doanh, m cn trong vic truyn t tng cua mnh ti nhng ngi h tr tim nng, cung vi nhng cng c d on kinh doanh chun mc hn nh l d on dng tin. Rt cuc th dng tin ch l mt loi d on khc m thi: mt ci th ch cho bn bit chi ph bao nhiu bin tng kinh doanh cua bn thnh hin thc, bn cn nh gi san phm l bao nhiu v s phai bn mc bao nhiu.


n y khi bn bit c rng cng vic kinh doanh cua bn s ra sao nu rt thnh cng, bn cn phai lm mt phn tch SWOT. SWOT l vit tt cua 4 t: im mnh v im yu, c hi v thch thc. xc nh cc yu t ny i vi cng ty cua mnh, mt bang phn tch SWOT s gip bn nh gi v tr chin lc cua cng ty, im mnh v im yu l nhng yu t bn trong m c th kim sot c. Trong khi , c hi v thch thc l nhng yu t bn ngoi v bn khng th kim sot c. Mt trong nhng l do thc hin phn tch SWOT l gip bn bin im yu thnh im mnh v chuyn thch thc sang thnh c hi. Mt phn tch SWOT c th nh th ny:

22PHN TCH SWOT

im mnh (nhng yu t bn trong)- Nhm lm vic c trnh cao- tng sng ch c quyn

im yu (nhng yu t bn trong)- Cha c ting trn th trng- Thiu ht doanh thu- Khng c cc khch hng chu cht

C hi (nhng yu t bn ngoi)- C hi th trng r rng- San phm cua i thu cnh tranh pht trin sp bo ha

ThACh ThC (nhng yu t bn ngoi)- Cc i thu cnh tranh mi tham gia th trng- San phm c nguy c b th ch


23TrC KHI CHuyN SANG PHN TIP THEO Bn thc hin mt lot bi tp nh hnh tng

kinh doanh tim nng. Sau y l tm tt li nhng g chng ta tm hiu: - Mt s thc t kinh doanh c ban s gip bn

thnh cng trong kinh doanh. Vic quan trng l giao lu vi khch hng tm hiu v nhu cu cua h

- Bn c hng dn cch xc nh, bao h v khai thc ti a ti san tr tu cua mnh

- Cc gi tr c nhn cua bn, nng lng v kht vng s gip bn xc nh mi trng lm vic v to ra s khc bit cho cng vic kinh doanh cua bn so vi ngi khc.

- Mt tuyn ngn s mnh s c ng c kht vng kinh doanh v nh hng cc hot ng kinh doanh cua bn

- Qua m hnh bng chng bn khm ph v cng vic kinh doanh cua mnh s thnh cng ra sao trong tng lai. iu ny gip bn din t c tm nhn cua mnh v xc nh cch m ta tng sao cho nhng ngi khc hiu v ng gp tham gia.

- Bn va to ra bng chng tng lai ch ra bn s thnh cng th no.

- Phn tch SWOT cho php bn nhn vo nh v chin lc cua cng ty v xc nh cc im yu v nguy c tim nng cng nh im mnh. Bc tip theo s xc nh cc mc bn t c (nhng thnh qua v mc tiu cua bn) v xc nh r bn s pht trin cng vic kinh doanh nh th no?


24TrC KHI CHuyN SANG PHN TIP THEO Trong cun cm nang s 3 La chn hng i, chng

ta s xem xt cc vn sau: - Xc nh khch hng cua mnh- Xy dng cc mi quan h khc nhau m bn mun

gip vic kinh doanh pht trin- Chi tit ha ca qu trnh kinh doanh san xut

c ra san phm hoc dch v.


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