经营者要知道的11组数据

1、老板利润：15%-20%，低于20%说明管理不力，要调整。低于15%属于投资失败。

2、人员工资：17%-22%，高于22%需要减员增效，高于20%需要调整。

3、材料成本：20%-25%，高于25%会亏损。

4、礼品赠品等成本：5%-10%，包括转介绍中老顾客回馈部分。

5、年业绩：必须高于投资额的250%。即：投资100万的店，年业绩最少做到250万。否则属于投资失误。

6、回报年限：2-4年。2年内收回投资属于经营成功，2-4年内收回投资属于经营一般，4年以上才收回投资属于经营失败。

7、日常再投入比例：10%，用于更新。

8、扩店或重装修间隔：大于2年，不到2年。

9、促销频度：年2-3次，低于2次会丧失市场，高于3次会增加经营难度。 便扩店或重装修，结局是店越开越大，债越欠越多。

10、一次订单率：60%-80%，不到60%需要调整，有店格包装和门市培训。高于80%？这辈子没见过。

11、成熟店转介绍率：80%，高于80%说明推广不足，低于80%说明产品服务有缺陷 。

想创业如何见风投

LinkedIn创始人："为了帮助读者搞清楚见风投时哪些方面需要更好理解，我在这里总结了七个流传甚广的传言，在完整的幻灯演示中我会更深入地解说。"

 1. 传言：创业公司的融资过程就是一件事——钱。

  真相：一次成功的融资形成的合作关系所带来的益处超出金钱之外。

 一 次成功的融资显然会为你的公司增加资本。但是有其它一些至关重要的效果是你同样需要努力去获得的。比如，有雄厚实力的投资者能够极大地增强你的资源网络， 这能够在招聘员工与获取客户两方面对你有所帮助。出色的投资者还能够成为网络信息的来源，这样你就能更好地为可能即将到来的挑战和机遇做准备。

 换句话说，理想的融资合作伙伴应该像是一位公司财务方面的联合创始人一样。这就是为什么已经有很多资金的创业者在下一个创业项目中要从资历深厚的投资人那里募集资金：他们明白，与天使和风投资本家的联姻，远远超过金钱这么简单。

可悲的是，许多投资人实际上带来的是负面效果，一个不带来任何附加值（“傻钱”，dumb money）但是也不干扰公司运营的投资人有时会为公司带来不错的结果。但是理想的情况应该是，你要找到一个能够主动为公司增值（“智本”，smart money）的投资人。

 如何才能知道一个投资人是否会为公司增值呢？注意一下他们是否在谈融资的过程中是否提供有建设性的意见。他们是否了解你的市场？他们所提的问题是否就是那些让你整夜睡不着的问题？你从他们的反馈中是否学到新的东西？他们对你的创业项目所解决的问题是否有热情？

 2. 传言：如果你的团队很强，见风投的时候早一点放出介绍团队的演示幻灯。

 真相：用投资的逻辑（investment thesis）依序展开你的项目演示。

 在 向风投演示开始的 60 秒是最能抓住对方注意力的时间段，你要如何开始是非常非常关键的。大部分创业者都以团队介绍为开头。当然，支撑项目的团队是非常重要的，但是不要以这一点 作为开始。而是要遵循那些投资者认为需要成为你公司持股人的因素为顺序——也就是投资的逻辑。

 你的第一张幻灯片应该清晰地 表明这一点，通常用三到八的重点来说明。接着在剩余的时间里去支撑这些论点主张，增加投资人对你所阐述的投资逻辑的信心——当然也包括团队的背景介绍。明 晰地表述你的投资逻辑，这样投资人就能够提供反馈，帮助你改进它，从而最终双方能够达成一致。

 这个建议也适用于种子轮融 资。没错，种子轮投资者明白处于早期的公司有许多未知，而创业项目未来会变化很大，他们会很仔细地观察，思考创业团队是否能够适应变化。但即便是在种子轮 阶段，也要以你的总体投资逻辑为引导。要去说服投资者，证明你的投资逻辑是有吸引力的，之后才告诉他们谁会让想法得到实施。

 3. 传言：所有见风投谈融资的事情都有一样的流程。

 真相：决定你募集融资的演示是重数据还是重概念。

 你的投资逻辑要么是概念导向的（concept-driven），要么是数据导向的（data-driven）。你选择的是哪一种？

 在数据导向的演示中，你用数据作为引导，因为你在强调的是目前的数据已经有多么好了。于是投资者就可以基于数据对你的公司进行评估。在 LinkedIn 上市的时候，对于公开市场的投资者来说就是一次重数据的资金募集。我们向投资者们展示了多年的数据记录。

 另 一方面，如果是概念导向，也会有数据出现，但是数据支持的是一个尚未被发展出来的概念。一次重概念的资本募集展示的是你对于未来的预测，以及在未来如何达 成目标的愿景，投资人想要的是为这个想法付钱。所以，概念导向的融资更多取决于有前景的未来数据，而不是当下的数据情况。

 4. 传言：避免出现任何可能为你的项目带来风险色彩并影响投资人自信的内容。

 真相：对于风险因素要做出判断和掌控。

 有 经验的投资人明白，风险永远都存在。如果他们询问你有关风险因素的问题而你回答不出来，你就失去了可信力，因为他们会认为你要么是不诚实，要么就是愚蠢。 说你不诚实是因为，如果你已经就风险因素进行过一番思考但是却不与投资人分享，你就在暗示自己并不没有对这次融资合作十分投入。说你愚蠢是因为，你没有足 够聪明到了解这样一点，那就是所有项目都是有风险的——包括你正在推介的创业项目也是。明确地指出一到三个有可能阻碍项目成功的风险因素，以及你将如何克 服它们的计划。

 5. 传言：主张你没有潜在的竞争对手是在展示你的强项。

 真相：承认各种竞争的存在，突显你的竞争优势。

创业者们经常会说，他们的项目不存在竞争，而且自认为这是一个给人留下深刻印象的主张。但是如果你认为自己的目标市场不存在竞争，那么或是你认为这个市场是完全无效的，或是没有其他人认为这是一个值得进入的市场。这两点都很荒谬愚蠢。

 市场终归是有效的——如果一个有价值的机会出现，其他人也会发现它。为了在投资人当中建立起你的可信力，你要展示出自己明白竞争风险的存在，并且证明你将会取得胜利。

 要这样来突显你的竞争优势：脱颖而出的为什么是你？你的优势是什么？如果你含糊不定的话，投资者不会认为你拥有取得成功的优势。

 6. 传言：不要将你自己与其它公司相比较，好让他们认为你是独一无二的。

 真相：在比较中推介你的创业项目。

 每一个伟大的消费类互联网公司都会发展成一个独一无二的企业组织。但是在早期，你需要用和成功案例相比对的方式去描述你的公司是什么、潜力在哪里。时间短暂——这样做能够帮助那些投资者用上已经了解的概念。

 我 所听说过的最好的项目推介是好莱坞一部名为《人类最好的朋友》（Man's Best Friend）的影片，被描绘成“鲨鱼加狗爪（Jaws with Paws）”。投资人被告知如果大鲨鱼那样的恐怖片能够大获成功，那么类似剧情的影片，用一只陆地上的狗作为题材也能够取得巨大的成功。这部影片上影后票 房很糟糕，但是融资的概念却非常出色。

 需要明确的是，使用类比的方式介绍项目不代表在投资理由上与类比的成功项目一样说得 通。当你在发展自己的商业战略时用这种方式去阐述投资理由，是很危险的。在创业的世界，你闯的就是雷区，细节很重要，你在构思发展战略时一定要小心。但是 在面对层级较高投资者时，类比介绍的方式很有效。

 7. 传言：集中精力在目前的演示当中，未来自然而然就会好。

 真相：同样要思考你目前融资之后的一轮要怎么办。

 每次你募集一轮资金，你就应该思考接下来一轮的融资要怎么办。假设你成功完成了最新一轮的融资，之后你要如何募集资金呢？谁会成为你下一个见的投资人？他们关心的问题是什么？你下一步需要解决什么问题？

 要 想到 B 轮投资者会希望看到一些你用在 A 轮的幻灯片，而 C 轮的投资人同样对你 B 轮的幻灯演示感兴趣。诸如此类。当我在设计 A 轮的幻灯演示时，我展示了一个增长曲线，好到足够获得一笔投资，但是我同样有信心能够突破这条曲线。我希望能够在到 B 轮融资谈判的时候说，“这是我之前预测的，而这里是我如何做到的。”因为我们打破了 A 轮投资对于网络增长的预期，投资人会顺利成章地信任我们在 B 轮融资中提出的打造营收模式的承诺。

What is marketing?

What is marketing?

The definition that many marketers learn as they start out in the industry is:

Putting the right product in the right place, at the right price, at the right time.

It's simple! You just need to create a product that a particular group of people want, put it on sale some place that those same people visit regularly, and price it at a level which matches the value they feel they get out of it; and do all that at a time they want to buy. Then you've got it made!

There's a lot of truth in this idea. However, a lot of hard work needs to go into finding out what customers want, and identifying where they do their shopping. Then you need to figure out how to produce the item at a price that represents value to them, and get it all to come together at the critical time.

But if you get just one element wrong, it can spell disaster. You could be left promoting a car with amazing fuel-economy in a country where fuel is very cheap; or publishing a textbook after the start of the new school year, or selling an item at a price that's too high – or too low – to attract the people you're targeting.

The marketing mix is a good place to start when you are thinking through your plans for a product or service, and it helps you avoid these kinds of mistakes.

Understanding the Tool

The marketing mix and the 4 Ps of marketing are often used as synonyms for each other. In fact, they are not necessarily the same thing.

"Marketing mix" is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. The 4Ps is one way – probably the best-known way – of defining the marketing mix, and was first expressed in 1960 by E J McCarthy.

The 4Ps are:

• Product (or Service).
• Place.
• Price.
• Promotion.

A good way to understand the 4Ps is by the questions that you need to ask to define your marketing mix. Here are some questions that will help you understand and define each of the four elements:

Product/Service

• What does the customer want from the product/service? What needs does it satisfy?
• What features does it have to meet these needs?
• Are there any features you've missed out?
• Are you including costly features that the customer won't actually use?
• How and where will the customer use it?
• What does it look like? How will customers experience it?
• What size(s), color(s), and so on, should it be?
• What is it to be called?
• How is it branded?
• How is it differentiated versus your competitors?
• What is the most it can cost to provide, and still be sold sufficiently profitably? (See also Price, below).

Place

• Where do buyers look for your product or service?
• If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or online? Or direct, via a catalogue?
• How can you access the right distribution channels?
• Do you need to use a sales force? Or attend trade fairs? Or make online submissions? Or send samples to catalogue companies?
• What do you competitors do, and how can you learn from that and/or differentiate?

Price

• What is the value of the product or service to the buyer?
• Are there established price points for products or services in this area?
• Is the customer price sensitive? Will a small decrease in price gain you extra market share? Or will a small increase be indiscernible, and so gain you extra profit margin?
• What discounts should be offered to trade customers, or to other specific segments of your market?
• How will your price compare with your competitors?

Promotion

• Where and when can you get across your marketing messages to your target market?
• Will you reach your audience by advertising in the press, or on TV, or radio, or on billboards? By using direct marketing mailshot? Through PR? On the Internet?
• When is the best time to promote? Is there seasonality in the market? Are there any wider environmental issues that suggest or dictate the timing of your market launch, or the timing of subsequent promotions?
• How do your competitors do their promotions? And how does that influence your choice of promotional activity?

The 4Ps model is just one of many marketing mix lists that have been developed over the years. And, whilst the questions we have listed above are key, they are just a subset of the detailed probing that may be required to optimize your marketing mix.

Amongst the other marketing mix models have been developed over the years is Boom and Bitner's 7Ps, sometimes called the extended marketing mix, which include the first 4 Ps, plus people, processes and physical layout decisions.

Another marketing mix approach is Lauterborn's 4Cs, which presents the elements of the marketing mix from the buyer's, rather than the seller's, perspective. It is made up of Customer needs and wants (the equivalent of product), Cost (price), Convenience (place) and Communication (promotion). In this article, we focus on the 4Ps model as it is the most well-recognized, and contains the core elements of a good marketing mix.

Using the 4Ps Marketing Mix Model

The marketing mix model can be used to help you decide how to take a new offer to market. It can also be used to test your existing marketing strategy. Whether you are considering a new or existing offer, follow the steps below help you define and improve your marketing mix.

1. Start by identifying the product or service that you want to analyze.
2. Now go through and answer the 4Ps questions – as defined in detail above.
3. Try asking "why" and "what if" questions too, to challenge your offer. For example, ask why your target audience needs a particular feature. What if you drop your price by 5%? What if you offer more colors? Why sell through wholesalers rather than direct channels? What if you improve PR rather than rely on TV advertising?
4. Once you have a well-defined marketing mix, try "testing" the overall offer from the customer's perspective, by asking customer focused questions:

• Does it meet their needs? (product)

• Will they find it where they shop? (place)
• Will they consider it's priced favorably? (price)
• And will the marketing communications reach them? (promotion)

5. Keep on asking questions and making changes to your mix until you are satisfied that you have optimized your marketing mix, given the information and facts and figures you have available

6. Review you marketing mix regularly, as some elements will need to change as the product or service, and its market, grow, mature and adapt in an ever-changing competitive environment.

10种日用品易成为细菌潜伏地

1、钱包。纸币常常从一只沾满病菌的手转移到另一只沾满病菌的手，上面携带着大量病菌。而很多人常常把钱包放在口袋里，所以更适合病菌繁殖。因此，用完钱包后一定要洗手。
2、遥控器。很多人都忽视了对遥控器的消毒，研究证明遥控器上细菌含量很高，尤其是酒店里的遥控器。因此建议每周至少擦洗一次遥控器，如果病人使用过，就要多擦几次。
3、洗衣机。一件内裤大约有0.1克排泄物，相当于1亿个大肠杆菌，这些细菌会粘附在洗衣机上。因此，洗衣服时要先用漂白剂对洗衣机进行消毒处理，然后再把衣服放进去。
4、案板。案板上的排泄物病菌要比马桶座圈多出200倍，因此建议，切完食物后，最好再清洗一下食物表面。
5、电话。病菌不仅来自双手，口水也是重要来源，而人们又没有经常清理电话的习惯，这也是话筒更脏的原因。
6、饮水机。一般来说，饮水机的潮湿表面是病菌和病毒繁殖的理想场所。研究显示，饮水机龙头上的病菌比马桶座圈高出两倍。
7、按钮。自动取款机、电梯、电话和饮水机上的按钮，生活着大量病菌和病毒。电梯里第一层的按钮最脏。
8、坐垫。健身房里的公用坐垫细菌数最多。使用前后都应进行消毒处理。
9、飞机卫生间。一架普通飞机上，每50个人共用一个卫生间。经检测，水池和其他设施上都有大肠杆菌。

10、购物手推车。研究发现，近一半的大肠杆菌在购物手推车上。这些病菌和病原体会从购物手推车转移到手和你挑选的食物上。

应对方法：“勤洗手”专家指出，人们可以通过勤洗手来抑制细菌的传播和繁殖。洗手时应注意正确的洗手方法：

一是用流动水洗手，不要在脸盆里洗，在洗手搓手时，要反复在自来水龙头下冲洗几次，时间尽可能持续两分钟左右。
二是要用肥皂或其他消毒皂洗，洗时要两手反复多次搓洗。据卫生部门调查表明，用水龙头清水洗手，只能消除30%的细菌，用肥皂搓洗，再用流动水冲洗可清除76%的细菌，如果连续用肥皂搓洗3次，则可清除手上96.8%的细菌。
三是要防止重新污染。近年来，许多公共场所已采用烘手器，这是最好的。但在没有烘手器的情况下，可用洁净的软纸擦手，也可用自己的清洁手帕擦手，千万不能用抹布、脏毛巾去擦，以免重新污染。

Holiday shopping head start

I've put together some reviews of particularly arcane, wonderful or just nicely giftable items for people you want to indulge this season. Things you can hold and touch and wave around. Or at least listen to.

So far, royalties from my reviews have raised more than $35,000 for Acumen and other worthy causes. Thanks!

Headphones that dramatically change the experience of listening

A coffee table book featuring funny people in poignant poses

An over-the-top MP3 and digital music player for people who love music and gadgets

A flashlight that doesn't deserve the term. It's more of a functioning light sabre

A new set of all of Bob Dylan. Well, almost all.

And when in doubt, add a hug.

What "no" means

• I'm too busy
• I don't trust you
• This isn't on my list
• My boss won't let me
• I'm afraid of moving this forward
• I'm not the person you think I am
• I don't have the resources you think I do
• I'm not the kind of person that does things like this
• I don't want to open the door to a long-term engagement
• Thinking about this will cause me to think about other things I just don't want to deal with

What it doesn't mean:

• I see the world the way you do, I've carefully considered every element of this proposal and understand it as well as you do and I hate it and I hate you.

史上最全的Amazon攻略

史上最全的Amazon攻略 (以下links 总是不变, 但是东西每天在变):

1. Amazon Best Sellers

2. Amazon Outlet

3. Amazon Warehouse Deals

4. Amazon clickable Coupons

5. Amazon Magazines (up to 90% off):

6. Amazon Jewelry Deals

7. Amazon Deal of the Day in Computers, Office, and Software (deals 太平洋时
间午夜准时出现)

8. Amazon's Today's Lightning Deals

9. 当然, 最最重要的Countdown to Black Friday Deals