By John Warrillow
A company parable approximately the best way to create a start-up that won't seize you in case you are looking to promote it.
based on John Warrillow, the number 1 mistake marketers make is to construct a company that is predicated too seriously on them. hence, while the time involves promote, purchasers aren't convinced that the company-even if it's profitable-can stand on its own.
to demonstrate this, Warrillow introduces us to a fictional small company proprietor named Alex who's suffering to promote his advertisements organization. Alex turns to Ted, an entrepreneur and previous relatives good friend, who encourages Alex to pursue 3 standards to make his enterprise sellable:
* Teachable: specialize in services for you to train staff to deliver.
* priceless: steer clear of rate wars by means of focusing on doing something larger than a person else.
* Repeatable: generate routine profit through engineering items that consumers need to repurchase often.
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Extra info for Built to Sell: Creating a Business That Can Thrive Without You
Com). Die WertschOpfung des Intermediars ist die Integration [so dazu Klein 1996]. Der Kern des Internet Shops ist der elektronische Ersatz des klassischen Bestellvorgangs mit Papierkatalog und Fax [so KalakotaIWinston 1997, S. 3]. So k6nnen die Kunden von ETA, Hersteller von Uhrwerken innerhalb des Swatch-Konzems, Uhren, Uhrwerke und Ersatzteile auf einem Internet Shop bestellen [so Alt et al. 1999, S. 7]. ETA k6nnte auf dieser technischen Plattform die Rolle eines Intermediars tibernehmen, indem sie das Sortiment mit Fremdartikeln, zusatzlichen Dienstleistungen (z.
AOP, Ceridian Credit profiles z. B. Equ~ax . Experian Finance Information z. Bloomberg, American Express Online databases z. B. Dialog, OneSouroe Investment z. Moody's. Reuters eMail z.
Das Umlegen der Investitionen auf moglichst viele Transaktionen entscheidet deshalb tiber die Rentabilitat des Services. Diese Aussagen fUr einen Buchladen gelten analog fUr einen Anlageservice einer Bank, fUr die Ausbildung oder die Vermarktung von Baustoffen. Viele an sich sinnvolle VemetzungslOsungen werden nicht umgesetzt, weil die Htirde der kritischen Masse zu hoch oder zu weit entfemt ist. Das beste Beispiel fUr die Einflihrung neuer Technologien stellt DVD (Digital Versatile Disk) dar, die sich erst lange nach ihrer technischen VerfUgbarkeit durchusetzen beginnen, nachdem nun aIle Teilnehmer des Netzwerkes an den Erfolg dieser Technologie glauben.