Uguqulo oluselunxwemeni

I-marginal revolution sesona sikhokelo sinamandla oosomashishini bale mihla abasisebenzisayo ukukhulisa abo bakhuphisana nabo ngaphandle kotyalo-mali olukhulu okanye iipivots ngobusuku nje. Ngokujolisa kwinzuzo eyongeziweyo kuyo yonke inkqubo yeshishini, abaqhubi abaqondayo ukucinga okuncinci bahlala bedibanisa impumelelo encinci kwiziphumo zenguqu.

Yintoni kanye kanye i-Marginal Revolution kwaye kutheni ibalulekile kwiShishini?

I-revolution ye-marginal yavela kwi-economics yenkulungwane ye-19 xa iingqondo ezinjengoWilliam Stanley Jevons, uCarl Menger, kunye noLéon Walras bafumanisa ngokuzimeleyo ukuba ixabiso lezoqoqosho alinqunywanga ngokusetyenziswa okupheleleyo kodwa yi-i-marginal utility - ixabiso leyunithi enye eyongezelelweyo. Isetyenziswa kushishino lwale mihla, olu lwazi lunzulu: ukukhula akusuki kumtsi omnye omkhulu kodwa kuphuculo olungayekeleliyo kwisigqibo ngasinye esinemida, inkqubo nganye, indawo nganye yokuchukumisa umthengi ngepesenti encinane.

Umqeqeshi webhayisikile waseBhritani uDave Brailsford uye wasebenzisa oku "njengokuhlanganiswa kweenzuzo ezingephi," ephucula yonke into eyenziwayo nge-1%. Iqela lakhe liye lasuka ekungangeni ndawo ukuya ekulawuleni iTour de France kwiminyaka nje embalwa. Ingqiqo efanayo iyasebenza ekulinganiseni ishishini. Xa uphucula uguqulo lwelothe nge-2%, ukugcinwa kwabathengi nge-3%, kunye nokusebenza kakuhle nge-4% ngaxeshanye, isiphumo sokudibanisa kwiinyanga ezili-12 sinokuphinda kabini imveliso yakho esebenzayo ngaphandle kokuphinda kabini iindleko zakho.

"Awuyi kunyuka kwinqanaba leenjongo zakho, uwela kwinqanaba leenkqubo zakho." — James Clear. Kushishino, uguqulo oluseludinini ekugqibeleni lutshintsho lweenkqubo: ukuqokelelwa kweenkqubo ezingcono, nganye kuzo iphuculwe emdeni, ivelisa iziphumo ezingazange zibekho.

Ziqhuba Njani IiNdlela Ezingundoqo Zokucinga Okuselunxwemeni?

Uhlalutyo oluncinci ekusebenzeni luthetha ukubuza umbuzo othile phambi kwesigqibo ngasinye: yintoni inzuzo eyongezelelweyo yesi senzo esilandelayo ngokumalunga neendleko ezongezelelweyo? Olu qulunqo luyila ngokutsha indlela abaqhubi abacinga ngayo ngokuqesha, inkcitho yokuthengisa, uphuhliso lwemveliso, kunye notyalo-mali lwenkonzo yabathengi.

Qwalasela amaxabiso. Uninzi lwamashishini luseta amaxabiso ngokusekwe kwiimodeli zeendleko-kunye nemodeli okanye umlinganiso okhuphisana naye. Umntu ocinga nge-marginal endaweni yoko uyabuza: kuliphi ixabiso apho umthengi olandelayo afunyenweyo avelisa ixabiso elilungileyo emva kweendleko zokufumana, iindleko zenkxaso, kunye nomngcipheko we-churn? Le ndlela yokujonga umda isoloko ityhila ukuba ishishini lingabonelela ngengeniso kwicandelo elicingelwa ukuba alinangeniso - okanye lithoba ixabiso leprimiyamu.

Ingqiqo efanayo iyasebenza kuphuhliso lweempawu, ukuthengiswa komxholo, kunye nesakhiwo seqela. Isigqibo ngasinye sokwabiwa kwezixhobo siba bukhali ngakumbi xa sivavanywa kumda kunokuba sisonjululwe.

Zeziphi ezona ziPhumezo ziFanelekileyo zeHlabathi zoBuchule boShishino oluseMarginal?

Imibutho ephumeze ngempumelelo imigaqo yoguqulo oluselunxwemeni yabelana nge-DNA yokusebenza efanayo. Baqhuba imijikelo elungelelanisiweyo, ephezulu ye-frequency optimization endaweni yophononongo lweqhinga lonyaka. Ezi zenzo zilandelayo zibonisa abasebenzi abakwimida ephezulu:

• Uphononongo lwemetrikhi yeveki kunye nemilinganiselo yenyathelo: Amaqela amisela iithagethi zophuculo olungephi (umzekelo, +1.5% ireyithi yokuvula i-imeyile kule veki) kunosukelo lwekota olungacacanga, ukuqinisekisa ukuba ukuphendula kuyalinganiseka kwaye kwangoku.
• I-architecture ye-Modular system: Kunokuba iinkqubo ze-monolithic, zakha imisebenzi kwiimodyuli ezicacileyo, ezizimeleyo eziphuculweyo - ngoko ke utshintsho kwi-onboarding alufuni ukuphinda kwakhiwe lonke uhambo lwabathengi.
• Uvavanyo lwe-A/B kwisikali: Yonke into ejongene nabathengi - imigca yesihloko, amaphepha exabiso, ukuhamba kwe-onboarding - ithathwa njengoqikelelo oluza kuvavanywa, kunye nabaphumeleleyo abancinci bakhutshwe ngokucwangcisiweyo.
• Ukudibanisa ukugcinwa kwe-loops: Uphuculo oluncinci ekunciphiseni i-churn kunenzuzo enkulu; ukucuthwa kwe-5% kwi-churn yenyanga kunokunyusa i-LTV nge-50-100% kubomi bomthengi kuxhomekeke kumndilili wobude bakho bekhontrakthi.
• Ukubonakala kwedatha esebenzayo: Ukuthengisa, ukuthengisa, ukusebenza, kunye namaqela axhasayo abelana ngedeshibhodi yokusebenza efanayo ukuze ukungasebenzi kakuhle okuncinci kubonakale kuwo wonke umjikelo wengeniso epheleleyo, hayi ngaphakathi kwamasebe.

Njani i-Marginal Thinking xa ithelekiswa ne-Innovation ephazamisayo njengeQhinga lokuKhula?

Inguqulelo entsha ephazamisayo ifumana uninzi lwezihloko, kodwa uguqulo oluselunxwemeni ngokwezibalo yeyona ndlela ithembekileyo yokukhula koshishino oluzinzileyo. Ukuphazamiseka kufuna ukubheja kwitekhnoloji okanye utshintsho lwemarike olungaqinisekanga; ulungiselelo oluselunxwemeni lusebenza kwiinkqubo ezaziwayo ezinamazinga ophuculo aqikelelwayo.

Uphando olunobungqina kwindlela yokuziphatha yentlangano ngokuqhubekayo lubonisa ukuba iinkampani eziqhuba uphuculo olucwangcisiweyo lomda zigcina imida ye-EBITDA ephezulu kunye neendleko eziphantsi zokufunyanwa kwabathengi kunezo zifuna ukukhula ngokusebenzisa iipivots zamaxesha amaninzi. Isizathu sichanekile: iinzuzo ezingephi zakha ulwazi lweziko. Uphuculo ngalunye oluncinci lufundisa iqela lakho into ethile malunga nabathengi bakho kunye nokusebenza, ukwenza i-asethi yobukrelekrele ehlanganisiweyo ekungekho mntu ukhuphisana nayo unokuphinda ayiphindaphinde.

Oku akuthethi ukuba ukusungula akunamsebenzi. Abona baqhubi baphumeleleyo badibanisa ukulungelelaniswa okuncinci kweenkqubo ezikhoyo kunye nokubheja okukhethiweyo, okunezibonelelo ezifanelekileyo kwiinguqu zemarike yesakhiwo. Inkqubo yokusebenza yeshishini yeemodyuli ezingama-207 kaMewayz yimbonakaliso ethe ngqo yale filosofi - injongo-eyakhelwe ukuze amashishini akhulayo aphumeze, alinganise, kwaye aphucule indawo yokusebenza nganye ngokuzimeleyo ngelixa iqonga ngokwalo liguquka kunye neemfuno zabo.

Buthini ubuNgqina boBugcisa malunga noPhuculo lweShishini?

Imathematika yokudibanisa yenza i-marginal revolution ingavakali nje ngokweqhinga kodwa ingathinteleki ngokwemathematika. Uphuculo lweshishini nge-1% ngeveki lukhula malunga nama-67% ngonyaka. Kwi-2% ngeveki, elo shishini elifanayo ngaphezu kokuphindwe kabini. Olu ayilulo uqikelelo lwethiyori - ziindlela zokukhula ezibhaliweyo zamashishini athe amkela izikhokelo zophuculo oluselunxwemeni olucwangcisiweyo kuyo yonke imisebenzi yawo.

Ngabasebenzisi abangaphezu kwe-138,000 esele besebenzisa iqonga likaMewayz kumaxabiso enzelwe inqanaba lokuqala ukuya kumashishini okulinganisa ($ 19– $ 49 / ngenyanga), idatha evela kweso siseko somsebenzisi iqinisekisa imodeli: iyafikeleleka, isixhobo semodyuli esigubungela yonke idomeyini yokusebenza - ukusuka kwiCRM kunye ne-e-commerce ukuya kulawulo lweqela kunye nohlalutyo olukhawulezayo kunye nokuchonga ukusebenza kweqela kunye nokuhlaziya izixhobo eziqhekezayo.

Imibuzo Ebuzwa Rhoqo

Ingaba indlela yoguqulo oluselunxwemeni ifanelekile kuphela kumashishini amakhulu?

Hayi — enyanisweni, ukucinga okuseludinini kunamandla ngakumbi kumashishini amancinci naphakathi. Imibutho yamashishini ihlala ineenkqubo ezininzi ezizinzisiweyo kangangokuba utshintsho olungephi lucotha ukuphumeza. Abaqhubi abancinci banokuchonga i-bottleneck ngoMvulo kwaye bavavanye isisombululo ngoLwesine, bacinezele umjikelo wokuphucula ngokumangalisayo.

Ndazi njani ukuba yeyiphi imida endinokuyiphucula kuqala kwishishini lam?

Qala nge-metric eyona inyuka ngokuthe ngqo kwingeniso: kumashishini amaninzi, oku kusenokuba ngumyinge wenguquko okhokelayo okanye izinga logcino lwabathengi. Ukuphucuka kwe-1% kuyo nayiphi na ivelisa impembelelo engaphantsi komlambo. Sebenzisa imeko-bume yohlalutyo oludityanisiweyo - njengeemodyuli zengxelo ezakhelwe ngaphakathi zikaMewayz - ukuchonga apho ifuneli yakho yangoku iphulukana nelona xabiso liphezulu ngomtyeleli ngamnye okanye umthengi.

Kuthatha ixesha elingakanani ukubona iziphumo ezivela kwisicwangciso sokuphucula umda?

Amashishini amaninzi abona iziphumo ezidityanisiweyo ezinentsingiselo phakathi kweentsuku ezingama-60–90 zokuphunyezwa okucwangcisiweyo. Inyanga yokuqala idla ngokujonga amathuba akho okuphucula impembelelo enkulu; inyanga yesibini ibonisa iinzuzo zokuqala; kwinyanga yesithathu, iziphumo ezihlanganisiweyo ziye zilinganiseke kwingeniso kunye nokugcinwa kweemetrics. Ukungqinelana kwenkqubo — hayi isantya sotshintsho — luhlobo oluchazayo.

I-marginal revolution ayiyonto yokuncoma xa usemgama — yinkqubo esebenzayo yamashishini ajonge ukukhula ngokuchanekileyo nangozinzo. Ukuba ukulungele ukwakha loo nkqubo, qalisa i-akhawunti yakho ye-Mewayz namhlanje kwaye ufikelele kwiimodyuli ezingama-207 ezakhelwe ukukunceda uchonge, uphumeze, kwaye udibanise iinzuzo zakho ezisecaleni kwinqanaba ngalinye leshishini lakho.