為什麼你再努力，生意還是長不大？從擺攤到破億營收，Harry拆解商業模式放大的關鍵｜我媽叫我不要創業！

其實在20年前,我的第一個生意是在板橋的新埔捷運站賣女裝。 那個時候因為想要賺更多的錢嘛,所以我換過很多不同的攤位。 從食品攤位,然後女裝,寵物用品,甚至母嬰用品到飾品。 幾乎你想得到的類別的攤位跟商品,我都擺過。

My most exaggerated record is that there are 31 days in a month and I have 30 days in a month. One of the days is because I have a high fever, so I can't go out to work. But after three years of working, I found a terrible thing. My income is always affected by the frequency of going out to work and the weather. This kind of income that is determined by the amount of external factors such as labor and time, made me feel very unstable at that time. No matter how hard I work, it is about 70,000 to 100,000 yuan per month.

The point is, I often think that I have done so many things, I have done so many things, why can't I break through my income? Here, Harry wants to share with you that in fact, you have to make the first 10 million. Its core is definitely not doing more things. This is a lot of mistakes that many bosses will have. In fact, there are only a few real key points. First, how big is your market pool? Second, how high is your business model efficiency? Third, how fast is your system copy?

再舉個例子,之前我早期其實有擺過那種食品的流動攤位,我賣過中式飯糰。 我那個時候打死一個月就是20多萬的營收,我每天擺攤6個小時到8個小時,基本上就是吃周遭的上班族的族群。 沒有客人就得等,即便說每個小時客人滿載,你一個小時能做的飯糰的數量它也是有限的。

So in this case, if you don't change your business model, you will have about 200,000 revenue per month, and the profit will be about 60,000 to 70,000. This is the limit. Let's do a math. If you want to make the first 10 million in your life, in the case of just selling rice, 10 million will take 142 months to achieve.

大概是12年。 其實地區性的早餐市場它的池子不小, 但因為商業模式的關係, 所以它的銷售的效率就非常的低。 接下來我要分享5個系統, 絕對可以打破你賺錢的認知。 它們對應的個別是: 設定、執行、檢視、優化以及最後的迭代。 首先讓我們來聊第一個,設定。 設定年度目標規劃比你想像中的還要重要。

你一年要賺盡多少錢,大家有設定過嗎? 如果你想要創業,這會是一個很基本的基本題。 我建議每年的第三季就要綜合該年度的表現以及明年的目標去做規劃。 如果像當時我的目標是我兩年要賺盡一千萬, 那保底我每個月就是要42萬左右的收入, 那你的產品以及服務它的毛利是多少?

利润要达到42万,你又要做多少的营业额? 这个就是以终点为起点,开始推回你的每月目标。 那在这几年大家比较喜欢讲以终为始。 关键不只是设定出你每个月的利润或者是营收目标, 而是你设定出来以后要看看自己的商业模式有没有达成的可能性。

就以剛剛的飯糰案例, 如果你要靠賣飯糰兩年去做到一千萬的利潤, 你在不改變任何形態的情況下, 這個就叫做痴人說夢, 你設定了一個沒有辦法追逐的目標。 所以我27歲開始的創業項目, 第一步都是去計算商業模式運轉下的最高值, 它能夠帶入的營收狀況, 如果它不匹配我的目標,

I basically skipped this business. At that time, I was in this startup consultant company. Its main product line is knowledge products and consultant services. The characteristics of knowledge products are that they can be enlarged, copied, and extended. I can make a hundred million in revenue with just one product. And the consultant service actually becomes the extension service of our company.

核心的關鍵就是因為顧問服務它過度仰賴人以及時間 所以當我要放大的時候 就會需要更多的顧問以及更多的時間成本 所以這一間創業教育顧問公司的主力 才會放在知識產品的銷售上 這個就是從你的目標回推你商業模式以及產品服務的可行性 而我也會同步做不同的事業體 像是我在板橋開的居酒屋 其他電商型態的產品銷售

他們或許沒有像我的顧問公司利潤這麼高, 但每個品牌能夠每年穩定帶進兩三百萬的收入, 整體下來一年要破千萬的收入也是可以達標的。 接下來讓我們來聊第二個, 執行你的最小單位行動。

當你去設定年度目標以後啊, 並且驗算商業模式能夠達成你想要達成的目標, 下一步就是找到執行的每個單位行動。 簡單來說就是要猜解出, 做哪些事情能夠達成目標。 我自己習慣是用OKR這個目標管理框架,

如果想要延伸學習的朋友 也歡迎在留言區敲碗 我可以再拍一集 OKR的實際應用 但如果你對OKR很陌生 那也不要緊 你直接在YouTube上面搜索 你一定可以找到相關的教學 目標設定出以後 大部分的人都卡在不知道如何去達成 所以我習慣透過數據 去拆解到最小單位 在一步一步的執行 舉個例子

像是我的知识产品它的单价是2万元 因为我有同步经营社群 所以我的广告占比大概是10% 还有其他金流税务营业跟银索税 我大概也是抓10% 那行销以及团队的奖金分润大概是15%

其他銷售而產生的雜資 我們再抓5% 為什麼要把成本抓出來 因為你要知道你的毛利結構 你才知道回推要做多少 營業額 這個就是最基本的成本結構 我扣完以後這支產品的毛利 大概是60%左右 也就是12000元左右的利潤 假設

The goal is to achieve a revenue of 5 million a year. That's a very good calculation. 5 million divided by 12,000 yuan equals 417. The conclusion is that I can reach the target as long as I sell 417 products. To be more detailed, the monthly calculation is actually 35 products.

The next question is much simpler. How to sell 35 products in a month? Harry will ask you in a different way. You will know better how to sell products. At this time, you will figure out three to five different sales methods. In fact, the key is not the more methods, the better. It is to find the most efficient sales method.

像是比起電話推銷,我用免費的講座去銷售我的產品,這個效率對我來說是最高的。 比起每個月做三五十折透過短影音獲客,我透過社群經營每個月可能十折短影音加上10%的廣告費,對我來說效率是更高的。 每個人的銷售模式的效率往往會跟產業別或者某方面的技能熟悉度有影響。

Don't just follow other people's methods and tools. First, look at your familiar sales methods. Can you strengthen efficiency to increase efficiency? When you have a clear plan for how to execute the sales per month, the next step is to set a plan for the day and week. Harry will use the same case to analyze. Every month, I have to hold four sales lectures. The number of people who are on the target is 100 people per single stage. I want to maintain a sales turnover of up to 10%. That is, there should be at least 10 purchase students per stage.

How do you manage 4 events per month and reach 100 people per event? You have learned to analyze. We will continue to analyze the smallest units. Maybe you need to do two real-time movements every week to transfer the number of people, and get the number of registered targets for the ads, and exposure to short audio and video courses. This is the smallest unit you are even executing every day and every week.

When the target comes out, guess the smallest unit action. Every day, every week, click on the chart to complete the monthly target. In fact, after the monthly target is completed, your annual target can also be hooked. Next, we enter the very important third point. It's possible to break through if you check the actions of your smallest unit. I know you may think that if it's so simple, everyone will be surprised. That's right. There will be different problems on the way to creation. So what Harry is going to share with you next is

檢視你的最小單位行動 當你拆解到最小行動以後 你實際執行遇到什麼樣的問題 你有沒有定期的去檢視 如果你沒有這樣做的話 它就會拖垮你每週每月的執行進度 最後你的年度目標就沒有辦法達成

每个最小单位的进度,记得能追踪的前提是要做好量化资本。

如果要順利完成每月35人的購買,每個要舉辦市場銷售獎座,並且上限要達到100人,每一場的轉換率要10%,也就是最少要10個人購買課程。 你有發現嗎?為什麼我會把這些條件都帶入數字? 原因就是因為只有數字可以量化。

量化才可以被追踪 假设当周的表现不如预期 你才可以透过追踪这两个条件 哪一个条件没有达标 去延伸某个条件的最小单位 是不是出了问题进而去改善 那你下周才有可能把人数追回来 是不是这周没有社群的报名人数 或者单靠广告已经撑不到100个上线人数了 又或者最近的短信成效差 可能又刚好碰到广告竞价

導致花費超過每週的預算 其實創業它只有三件事情 找對問題 面對問題 解決問題 而檢視的目的就是抽絲剝繭 去找出導致目標未完成的真實狀況 當你找到真實的問題以後 就會進入到第四步 也就是優化你的行動以及決策 如果前三步你都做好了 恭喜你算是半個成熟的創業者了 第四步的優化 Harry這邊不提複雜的方法

Simply put, how do you solve a problem when you find it? I believe that every boss' industry and the points of the card are different, but the most important thing is whether you have a system to solve problems.

以我自己來說,我在解決任何問題, 在思考的都不是找方法或者找工具。 我會先思考這個問題的真實性, 以及如果我要解決這個問題, 它的摩擦力有多大。 假設你是做電商產業的, 你官網的轉換率都已經做到5%了, 但營收沒有辦法完成目標。 這個時候你想將轉換率從5%

拉伸到10% 它就是一個超大的摩擦力 你要做的應該是看看 是不是你的流量本身不足 或者是客單價過低 回購率沒有打出來這些問題 這六年來 我輔導超過一萬位以上的創業者 往往我們在做優化的時候 他們都會意識到一件事 我再怎麼努力 都沒有辦法優化任何一項行動了

This is the typical starting point. For example, the case of the crime scene we just mentioned. If I didn't set a goal before doing this business, and I went straight to the execution and inspection, and I wanted to optimize the crime scene business, I would find that no matter how I optimize the scene,

調整銷售話數,甚至把加蛋這個選項 從10塊調整到20塊 也沒有辦法達到兩年利潤1000萬 因為它的起步就跟目標不匹配 所以設定目標是非常重要的第一步 這個其實就是大家做生意最常遇到的盲點 起步的時候沒有思考自己到底要什麼 就一頭投入去做了

Everyone thinks that they can sell first and then adjust while working. Suppose you work for 2 or 3 years and find that the efficiency of the business mode cannot be improved. Under the sales mode that cannot be improved, this will become a period of a plate. Finally, what I want to share with you is the stack.

迭代是讓你不被淘汰。 簡單來說就是老闆本人、公司同仁、 商業模式下一切都要穩定且持續的升級。 原因是我們都身處一個變化非常快速的時代, 當你確認目標方向拆解實際行動以後, 如果發現難以完成, 往往就是你的一切都還在舊版本。 這個時候勇敢迭代吧。

Assuming that the short-term income can bring in more traffic besides advertising, then add another short-term income to the source of your CA. If the product is modified to match the needs of consumers, don't practice, adjust as needed. When you find that the profits have been eaten up by fixed costs, in this era, you have to try to make money by working in the cloud. If you are too busy to think about the future of the CA, then try to solve everything that is complicated through AI tools. The core of the stack is not what you have done,

而是知道自己欠缺什么,不是盲目去追求别人在做的。 那Harry这边也分享几个我自己在迭代上的小技巧给大家。 第一个就是虚心向外请教,我能做到一年破千万收入,但我还是会想要往上, 所以我会去请教那些收入破三千万五千万的前辈, 不管是理财投资的方式或者是事业体下一步的方向。 第二就是保持好奇,保持学习。

I have a very strong curiosity for new things, such as AI topics. I am very interested, but due to the company's management, I don't have much time. So I spend money to send my colleagues to learn AI and discuss with them whether there is any link in the business that can be improved through AI. I have to mention that my partner is also my good friend, Chen Xiuping. The master course platform he runs has broken through the revenue of 1 billion in just three years. I actually often ask him about the business business situation.

The point is, you may think, such a top entrepreneur like Chen Xiu-ping, does he still keep learning? The answer is yes. I secretly told you here that he spent 2-3 million on learning in the last year alone, including asking consultants to adjust their career. Successful bosses will never exclude spending money on learning, because every expense can bring 1% growth for the company, and it will be as big as a snowball.

The boss's own learning is definitely the most profitable investment. Third, tell yourself that you can definitely become the person you want to be. The process of starting a business is definitely very hard. Don't just set goals and pursue goals. You also have to remember to treat yourself well. You deserve to be cared for. You deserve to be loved. Don't forget to enjoy the truth, including myself.

我看過太多發條轉到最緊最後爆掉的創業家。 請記得你一定可以成為你想要成為的人, 所以在這之前要好好照顧自己。 我最慶幸的其實是我30歲開始終於懂得開始享受人生。 我每個月其實都很忙, 可是我會固定安排與我愛的人來一場約會, 來一場好吃的晚餐。

I may be struggling with business and company development every week, but I will spend one or two nights with my parents and have a good dinner and laugh. I will take off the armor I wore for my business. I just want to be a good son in those nights. This is what Harry is going to share with you today. Set up a performance inspection optimization stack. Let's summarize a little bit. First, remember to set up your annual target planning.

这件事情比你想的还要来得重要。 第二个,去执行你目标的最小单位行动。 如果你只是设定目标,不去做,什么事情都不会发生。 那你也可以透过Harry提到的OKR去拆解你的目标。 第三个,检视最小单位的行动,你才有可能突破。 你不可能一帆风顺。

如果有的話我恭喜你,所以你一定要有一個檢視的系統去找出真實的問題點在哪。 第四點,優化你的行動以及決策。 當你找到問題以後,接下來就是把它解決掉。 不管你是透過學習,不管你是花錢請人來解決,想辦法把它解決掉。 當你完成每一個每日目標,每週目標,最後每年目標就會跟著完成。

第五點,迭代是讓你不被淘汰掉。 記得不管是老闆本人、公司同仁或商業模式, 只要沒有穩定升級,有一天就會被時代淘汰掉。 這五點,是到目前為止,我在做任何事業體, 我都會牢牢記在心上,並且身體力行去執行的內容。

If you've already seen this video, I want to share a message with you. I have a free course with Chen Xiu-Ping. It's a science business class. It's two hours. I will zoom in on my experience in the past 20 years, from 0 to 1, 1 to 50, and I will use various practical cases, land methods, and techniques to optimize the stack.

都放在这短短的两个小时里面 欢迎想要创业但还没开始 或者创业卡关的老板们一起来参加 我把讲座连结放在资讯栏里面 赶快去报名 我是Harry 我们下一支影片见 拜拜