项目的市场测试一

Todaywe are going to learn the test of the project in the last chapter. After thesecond-hand data survey, interview, survey, observation survey and questionnairesurvey, entrepreneurs can already make more accurate and comprehensiveassessments of their projects, but no assessment is absolutely accurate. It isalso difficult for investors and investors to be accurate on emerging projects.If possible, entrepreneurs should try to carry out market testing of theproject, that is, to produce products, or try to provide services at a lowercost, to potential consumers, let them really try to buy, and then passinterviews and questionnaires Knowing what they're saying after purchasing newproducts and services, and observing the characteristics of real customers andthe entire buying process, can provide a more reliable market test for projectsthat are truly large and officially launched.

Thereare two important roles for entrepreneurial projects. One is to be able toobtain product or service sales in a more realistic environment, and to make amore reliable financial feasibility study accordingly. In the initial projectevaluation, the financial evaluation highlights and resolves and the other roleof reliable market testing is to be able to identify whether the tentativeproduct is effective in terms of pricing advertising and promotion marketingstrategies, and can make corresponding adjustments .

Accordingto the different purposes of the test, the market test of the project can adopttwo different methods. One is the market test with the main purpose ofcontrolling risks. Usually, the production and operation methods at a lowercost are used to test the market and consumers. The acceptance of the servicebecomes a further assessment of price and grades. This kind of test is veryresult-heavy and determines whether the project can actually start working, andis usually suitable for entrepreneurs and small and medium-sized enterpriseswith a low risk tolerance. For example, the entrepreneurial team of the VRexperience hall hopes to conduct trial operations around business districtswith lower rental costs, and put less VR experience in the trial operationstage, so as to carry out a 1-3 month project at a lower cost. market test.This test method needs to consider whether the low-cost operation method itselfwill affect the feasibility and welfare. In the above-mentioned trialoperation, entrepreneurs need to consider such test results, which canaccurately reflect consumers' enthusiasm for VR experience advertising.

Thereason for the poor market response is whether it is precisely because thestores with low rents have less traffic, or less experience products affectconsumers to come again.

Entrepreneursneed to think about new problems that may arise from testing according todifferent situations. Online shopping platforms provide a good channel forknowledge testing to control risks, especially using crowdfunding as a newsales method. The initial start-up funds are relatively limited, or theproducts with scale effect are tested in the initial stage. There are twoconcepts here that need to be explained first.

Theso-called scale effect is that the cost of a single product will increase anddecrease rapidly with the production quantity. Many industrial products havethe characteristics of this scale effect, especially high-tech product animalmodels, such as a brand new design. If there are only 1,000 orders for mobilephones, the initial production cost may be as high as 10,000 yuan, and if thereare 100,000 orders, the cost may drop to $3,000. Therefore, if it is a smallentrepreneurial team, it is difficult to undertake the initial testing of suchproducts. However, in recent years, this crowdfunding sales method has providedthese entrepreneurial teams with solutions to the problem of high initialproduction costs.

Let'stake a look at what is called crowdfunding. The so-called crowdfunding is touse the characteristics of the high-speed transmission of the Internet to allowenterprises and individuals to show their ideas to the public to raise projectstart-up funds from the public in a way of group buying and pre-sale. Let'stake a look at this. This is a well-known American screenwriter. He wants tostart a new animation. Since he has no experience as a director and producer,he chose to develop a crowdfunding project on a crowdfunding website and plansto raise 46,000 In the end, a total of 5,770 sponsors participated in thecrowdfunding of this project, of which 3,000 sponsored three dollars to gainreal-name confidence, 2,297 sponsors 20 dollars, and 430 sponsors 300. name,you can get the animation content of the signature clothes.

 

Thirty-eightsponsored $2,500 for a chance to chat and drink with the producers in person,while 5 sponsored $10,000 for limited conventions.

Inaddition to gaining attention and support, such market crowdfunding has otherbenefits besides obtaining the required financial assistance. Crowdfundinginitiators can set a certain minimum crowdfunding volume, such as participatingin crowdfunding. The number of purchased users must reach 50,000, or theaccumulated support amount must reach 10 million tons. By ensuring that thefirst batch of products can reach a certain production scale, production costscan be reduced in the product testing stage. Moreover, the users whoparticipated in the crowdfunding actually accumulated the first batch ofloyalty, which is also the core potential factor, and can provide a lot offeedback for the project.

Crowdfundingpromoters need to pay attention that different crowdfunding brands havedifferent rules, such as the time, amount, and number of people required forcrowdfunding, and they have their own group of customers with very differentpreferences, such as those who prefer high-tech products. , prefer home-useproducts, and the average age of crowdfunding projects is usually low, theinitiator should choose different online projects according to thecharacteristics of the project, taking into account the scale of thecrowdfunding brand, the funding and scale requirements of the audience projecttest, etc. Testing, too, has its own drawbacks.

Onthe one hand, online new product testing will lead to rapid innovation capabilities,which may lead to a large number of projects that lack the protection oftechnology and patents, or that subsequent political products cannot be quicklyproduced and sold, which may lead to fierce confrontation. On the other hand,online product testing cannot carry out a complete product. Entrepreneurs needto carefully consider whether online testing will affect the true acceptance ofthe product. Consumers will not actually use the product, so they cannot wellimagine a product’s performance. Design, so it is more suitable for someimproved products, rather than another standard for judging whether a newproduct is suitable for online testing with major innovation. It is the mainfeature and innovation of the product. Whether it needs to pass consciousness,hearing, smell, taste, touch can feel it from personal experience.

It is a mobile phone product that everyone isvery familiar with, a mobile phone with an innovative design, a mobile phonewith packaged sound playback and high-color screen display, which is moresuitable for online kitchen testing, and a mobile phone with a better feel thatis sold online. The result is that there is no competition that is comparableto other stocks at a lower price. In this part, we have learned to take risk controlas an example, which can be done in various online and offline forms. In thenext section, we will learn about the second type of assets together.