To B is a slow business. Since you have chosen, I hope that you and I will continue to do so for a long time.
Editor’s note: This article is from WeChat public account “Xiaofeige notes”, author Feng Xianfei.
Starting a business in To B, I think there are several opportunities to consider:
1. Single point breakthrough
2. Professional customization
3.Channels
4.2B trading platform
5.Tools+platform
6. Integration Services
7. Vertical industry full scene solution
1, single point breakthrough
Single point break means:
Your entry point is to provide specific solutions for the segmented people and precise needs in the segmented market, and finally form a single breakthrough.
Many people now believe that the era of single-point breakthrough has passed.
But I think the opposite is true. There are many opportunities for a single point of breakthrough in many industries, both hardware and software.
For example:
In terms of hardware, Guangzhou has a beauty equipment business, only concentrate on one thing, is to do a good beauty equipment, and then distribute the goods to various beauty shops through various agents and sales methods. I heard that it has been Thousands of beauty salons work together, and then profit sharing, the annual income is not bad.
Another example:
In terms of software, there is a software called “Yiqixiu”, which is a marketing tool that can make H5. Merchants make H5 through Easy Enterprise Show, share it with social network, and market for users. This software is also alive now, and has been financing in the C round last year.
But for a single breakout of To B, you may encounter difficulties in profitability, that is, the money you earn cannot cover the cost.
So, If you cut into To B startup with a single breakthrough, then you must ensure that:
Your acquisition cost is much lower than the user lifetime value.
How can I guarantee it?
You can find a breakthrough in one of three ways:
1. Your users, you can find him at a lower cost through the Internet, rather than relying on offline direct sales and distribution to drive sales.
2. The solution you gave, the customer price is high, and finally LTV>CAC.
3. Design a value-added service that can make money.
Second, Professional Customization
Why can I cut into the To B track from “professional customization”?
There are two reasons.
May 1:
I used to think that custom development is a very troublesome thing, involving products, technology development, post-maintenance, etc.; and there are already many mature third-party software available on the market.
So custom development should not be a traditional business willing to do.
But practical experience tells me that there are many traditional companies in all walks of life that have such custom development needs.
Cause 2:
Entrepreneurs who do To B know that To B is a slow business, and a slightly larger product version iteration takes more than half a year.
Be a general-purpose product, you may not have to wait until your product is iteratively available, and you have not waited for a decent case to get the shot, then the company’s money will be spent.
So,
Many startup teams use custom development as an entry point and cut into the To B field, so that they can have a steady flow of cash into the company’s books and support the team.
However, must remember that in the process of custom development, we must develop the product with the idea of “project productization”.
What do you mean?
Your company is in the process of customizing the development project for customers. It is necessary to make the functions of the project as far as possible according to the productization, modularization, SAAS idea, that is, to design the customized project according to the standard of the general product.
As the market develops, the demand for future customization will certainly become less and less, approaching zero.
It’s the future to only make customized project requirements a generic product.
Now, traditional companies like tourism, new retail, restaurant chain, etc., have a number of To B startup companies to do custom development for them, these companies are custom-developed according to the standards of general-purpose products.
Three, channel vendors
We know that any industry has an industrial chain, and the entire industry chain has different roles to do different things, so that the entire industry chain can continue to operate.
In the industry chain of various industries in To B, there is a special role, that is: channel dealers.
The role of the channel provider is: exists for connecting SAAS vendors with downstream merchants.
They have left all the dirty work, tired, relying on a lot ofLabor costs drive SAAS sales, post-implementation, maintenance, consulting, and customer success, and derive their own profit share.
Why do I think the “channel dealer” business is a good entry point?
There are 4 reasons.
Reason 1: In the near future, there will be a large number of new SAAS manufacturers in the past N years. When these SAAS manufacturers cover the market, they will basically use two legs to walk “direct sales + channel sales”.
In many places, such as the fourth- and fifth-tier cities, SAAS vendors need channel vendors to cover them.
Cause 2: There is a need for merchants to increase efficiency and increase revenue, and many SAAS+ service solutions can solve such problems.
Cause 3: Although the channel business seems to be less sexy, unlike SAAS vendors, it will not be able to raise funds and go public.
But it is indeed a matter of directly generating cash flow and generating profits. My friend’s company is a regional agent of various SAAS in the southwest, and now has several million annual revenues.
And in the process of the agent, with customer resources in hand, you can also expand the second and third lines of business, make more money, or make the second and third lines of business more valuable.
Reason 4: There is a gap in the market. Although there are many channels in the market, the core competence of many channels is still how to sell SAAS products. In the later stage of basic implementation and maintenance, there is a lack of customer success. ability.
With your strategic goals of helping your customers succeed, building your organization, your core competencies, you will have a chance to stand out.
4, 2B trading platform
This platform model has two main modes:
1. Provide a trading opportunity for the purchaser and supplier of the company;
2. Integrate the supply chain to self-operate, and then provide one-stop, all-category procurement services for enterprises.
The core of this platform model is that there must be a buyer in the platform, and there will be a buyer, a seller, or a self-employed.
And whether there will be a buyer at the core of your platform purchase, whether the goods you provide meet the needs of the company “multiple, fast, good, provincial”.
There are a lot of good 2B trading platforms that have been done to meet the above requirements.
For example:
Mei Cai.com is an entry point for small and medium-sized food and beverage merchants. It focuses on providing one-stop, all-category, low-cost, fresh catering raw material procurement services for nearly 10 million restaurants nationwide. To provide customers with time-saving, labor-saving, money-saving and worry-free raw materials, to achieve a worry-free procurement. Through the scientific and refined management of procurement, quality inspection, warehousing, logistics, etc.The 2B trading platform for farmers’ unsalable agricultural products.
Mei Cai.com solves the need for catering merchants to purchase more catering materials.
Another example:
Youyou has a B2B trading platform that connects auto repair shops and auto parts dealers.
It meets the needs of auto repair shops for the daily needs of auto parts.
5, Tools+Platform
After some To B startups entered the enterprise service, they entered the market by providing a tool-type SAAS to the enterprise. After the development to a certain stage, they introduced e-commerce; some entrepreneurial teams started directly when they started their business. The tool + platform type of thinking.
E-commerce model design, either to sell things to the enterprise; to sell things to the enterprise, or to sell things to the users of the enterprise.
For example:
One acre field, one acre field is an agricultural product tool + B2B trading platform. There are agricultural products suppliers on the platform, as well as agricultural purchasers.
The agricultural product supplier can use the app of one mu of land to upload goods, release the goods, and then forward the goods to WeChat for marketing communication. At this time, for the agricultural product supplier, the one-acre APP is a marketing tool.
After uploading the goods, the agricultural product supplier can purchase the promotion resources on the acre field APP. At this time, the products of the agricultural product supplier can be exposed and bring sales. At this time, for the agricultural product supplier, the one-acre APP It is a trading platform.
Another example:
Yu Xiao Er, a small SAS operator who serves long-rent apartments, provides apartment vendors with SAAS tools that increase efficiency.
I heard that when they have enough coverage, they will introduce e-commerce products and services for To C.
Six, Integration Services
What is an integrated service business?
In an article by Teacher Liang Ning, this is what it says:
After a company integrates users and merchants, it is unified to the user. At this time, the user only has a company and no business like this.
Example:
Where to go, where all the ticketing agencies were integrated, all the ticketing agencies disappeared, they no longer have names, and there is only one left in the user’s mind.
Another example:
Looking at the Atour Hotel, the Atour Hotel is a landlord who leaves the house and the minority shareholder pays. Atour is responsible for all process experiences, branding, traffic operations, and house renovation from the scheduled to the departure.
Users only remember the Atour brand from the time they booked to the final departure. They don’t know who the landlord and shareholders are.
Why is there such an integrated service opportunity?
Everyone knows that business is not doing well now, or that the way of doing business has changed. Many traditional enterprises have been able to deliver part of their cores due to the size constraints, and they have no ability to do brand and traffic operations. User operations.
If, you can do it in your industry, and traditional companies can provide you with the delivery of some core capabilities (such as giving you free housing, can greatly increase your capital turnover rate).
So, this is your chance.
Seven, Vertical Industry Full Scene Solution
What is a vertical industry full scene solution?
In various scenarios, B-end merchants are provided with various products and service support. Through the products and services you provide, you can help businesses improve their operational efficiency and help businesses make more money.
This kind of business, we call it the vertical industry full scene solution;
This vertical industry full-scene solution model is called Industry mid-stage mode; is also known as commercial SAAS mode;
But no matter what it is called, this will be a very mainstream model in the future.
General full-scene solution providers offer the following products and services:
1.SAAS software,
Provide SAAS software to help merchants solve problems such as transactions, payments, and drainage;
2. Hardware,
Provide hardware to help businesses solve efficiency problems, and the industry is not the same. I won’t go into details here.
3. Generation services,
Provide on behalf of operational services to boost business performance and increase revenue.
4. Amount Service
By connecting businesses and financial institutions, financial institutions provide financial services to businesses, and companies receive commissions from financial institutions.
5.Supply
Provide goods for merchants.
6. Data support
Provide a variety of data decision support for merchants.
7. Wait.
I will give an example here:
We have made a full-scene solution that provides “SAAS+ operations” to the scenic spot.
This solution, we proposed a concept that is easy for businesses to understand, called: three marketing.
One marketing,
A marketing has two purposes:
1. Let more visitors come to the scenic spot
2. GuideVisitors pay attention to the service number of the scenic spot and let the tourists become users. Only in this way can the tourists carry out the next secondary marketing and three marketing.
One marketing method:
OTA marketing; cross-industry cooperation; attention to service numbers, awards, etc.
Secondary marketing,
The purpose of secondary marketing: Let visitors to the scenic area consume more.
Secondary marketing approach: Understand user portraits, develop personalized marketing strategies; user experience process design and more.
Three marketing,
The purpose of three marketing: let users come, repeat, and spread the scenic spots.
Three marketing methods: fine-grained operations, improved projects through data decisions, fission marketing, and more.
Last
To B is a slow business. Since you have chosen, I hope you and I will continue to do so for a long time.
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