Unit 4 Step for creating a new company or adding an online p

Step for creating a new company or adding an online project

创建一个新的公司或增加一个在线项目的步骤

Success in online marketplace is never an assured outcome. As in the brick-and-mortar marketplace, the failure rate for online companies is high. Why do a few online companies succeed while many others fail? What does the entrepreneur - the online entrepreneur-need to know to launch a profitable online business?

在线市场上的成功从来不是一个有保证的结果。在砖和砂浆市场，在线公司的失败率是很高的。为什么一些在线公司成功，而许多其他人失败？创业者--网上创业者需要知道如何推出一项有利可图的网上交易？

Online businesses may be pure play companies (online only) or click-and-mortar companies that add online projects, such as e-procurement or selling online, as additional market channels.

在线业务可能是纯游戏公司（在线）或鼠标加水泥公司增加网上的项目，如采购或销售网络，为更多的市场渠道。

Most new businesses--brick-and-mortar, pure play, or click-and-mortar—begin in a similar manner. The process can be described by the following steps.

大多数新的企业-砖和砂浆，纯游戏，或按一下和迫击炮以类似的方式开始。这个过程可以用以下步骤来描述。

Step 1: identify a consumer or business need in the marketplace. Many businesses simply begin with a good idea. A magazine article, a personal observation, an unsolved problem, a small irritation, or a friend’s suggestion may trigger an idea, and the prospective business owner sees a gap between what people want and what is available. For example, both 5a29b03df90f76c660371acf and eBay began this way.

步骤1：确定一个消费者或企业在市场上的需求。许多企业只是从一个好主意开始。一个杂志文章，个人的观察，一个悬而未决的问题，刺激性小，或一个朋友的建议可能会触发一个想法，准业主看到差距人们想要什么，什么是可用的。例如，5a29b03df90f76c660371acf和易趣网是这样开始的。

Step 2: investigate the opportunity. Just because a person perceives that an opportunity exists does not mean that it is real. Perhaps the number of inpiduals interested in purchasing the product or service is too small. Perhaps the cost of manufacturing, marketing and distributing the product or providing the service is too large. The revenue model may be wrong, others may have tried already and failed, satisfactory substitute products may be available, and so on. For example, online grocery shopping would seem to e a wonderful opportunity: relieving busy professionals of the time-consuming and tiresome task of regular visits to a grocery store. Many large and small-scale online

grocery ventures have been tried, but most have failed or continue to lose money because they misjudged the logistical problems associated with grocery warehousing and delivery. This is why it is so important to develop a business plan. One of the purposes of a business plan is to determine the feasibility of a business opportunity in the marketplace.

步骤2：调查机会。只是因为一个人觉察到一个机会存在并不意味着它是真实的。可能对购买该产品或服务感兴趣的个人数量太小。或许制造、营销和分销产品的成本或提供的服务太大。收入模型可能是错误的，其他人可能已经尝试过，失败了，令人满意的替代产品可能会提供，等等。例如，网上购物似乎还是一个很好的机会：消除耗时的定期探访一家杂货店的任务和无聊的繁忙的专业人士。许多大型和小型的网上杂货公司已经尝试过，但大多数失败或继续亏钱因为他们误判杂货仓储和配送相关的物流问题。这就是为什么制定一个商业计划如此重要的原因。商业计划的目的之一是确定一个商业机会在市场上的可行性。

Step 3: determine the busines s owner’s ability to meet the need. Assuming that a realistic business opportunity exists, does the prospective business owner have the ability to convert the opportunity into success? Some personal qualities are important: is the business in an industry the prospective business owner knows well? Is it something the entrepreneur loves doing? Are family and friends supportive? Business skills in staff recruitment, management, negotiation, marketing and financial management are required, as well as entrepreneurial attitudes such as innovation, risk taking and being proactive. Many good ideas and realistic initiatives have failed in the execution stage because the owners or principals of the business lacked sufficient business skills to make it a reality. 5a29b03df90f76c660371acf, for example, seemingly had a great concept (retailing ultramodern, designer clothing) and superior software, but it failed because of the inability of management to organize the business and manage the projects necessary to bring 5a29b03df90f76c660371acf online before it burned through $120 million of start-up capital.

步骤3：确定企业主的能力，以满足需求。假设一个现实的商机存在，未来的企业主是否有能力把机会转化为成功？一些个人素质是很重要的：一个行业中的企业，未来的企业老板知道吗？这是企业家喜欢做的事情吗？家人和朋友都支持吗？在员工的招聘，管理，谈判，营销和财务管理的业务技能是必需的，以及创新，风险承担和积极进取的态度。在执行阶段，许多好的想法和现实的举措都失败了，因为企业的所有者或校长缺乏足够的商业技能使其成为现实。5a29b03df90f76c660371acf，例如，似乎有一个伟大的概念（零售业现代化，设计师服装）和优越的软件，但它失败，因为无法管理组织的业务和管理项目必要带来5a29b03df90f76c660371acf在线之前它烧穿120万美元的启动资金。

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