\nNu m\u0103 g\u00e2ndesc la \u201edac\u0103 a\u015f fi f\u0103cut altfel\u201c dec\u00e2t pentru a \u00eenv\u0103\u0163a. Parcursul din urm\u0103 nu poate fi schimbat, putem influen\u0163a doar ce urmeaz\u0103. Eu am \u00eenceput ca \u00eentreprinz\u0103tor la 34 ani, iar so\u0163ia mea la 27. \u00cen esen\u0163\u0103 am un singur sfat pentru tinerii \u00eentreprinz\u0103tori (cei care abia \u00ee\u015fi termina studiile), iar sfatul meu e legat de \u201ecuno\u015ftin\u0163ele profesionale\u201c. S\u0103 m\u0103 explic.<\/p>\n
\nC\u00e2nd noi am \u00eenceput, \u00een 1990, vreme de cinci ani, deci o bun\u0103 parte din \u201ecei \u015fapte ani de acas\u0103\u201c de formare ca \u00eentreprinz\u0103tor, nu am avut echip\u0103 de v\u00e2nz\u0103ri proprie. Iar marketing nici at\u00e2t. Aveam o singur\u0103 idee de baz\u0103: s\u0103 facem totul pentru ca serviciile noastre s\u0103 mul\u0163umeasc\u0103 utilizatorii, clien\u0163ii no\u015ftri. Cre\u015fterea noastr\u0103 \u00een acei ani s-a bazat \u00een primul r\u00e2nd pe referin\u0163ele clien\u0163ilor: num\u0103rul de proiecte cu un acela\u015fi client cre\u015ftea, clien\u0163ii no\u015ftri vorbeau altor clien\u0163i, sau la un moment cei cu care lucram la client se angajau \u00eentr-o alt\u0103 companie \u015fi ne contractau din noua lor companie. Focusul nostru aproape 100% era pe ce se \u00eent\u00e2mpl\u0103 dup\u0103 ce c\u00e2\u015ftigi un client\/utilizator nou, acela era ADN-ul nostru. E adev\u0103rat c\u0103, \u00een acei ani, marketingul \u015fi v\u00e2nz\u0103rile nu prea f\u0103ceau parte din ADN-ul \u00eentreprinderilor rom\u00e2ne\u015fti, nu prea exista nici sistemul de educa\u0163ie orientat spre \u00een\u0163elegerea pie\u0163ei \u015fi cum s\u0103 o cucere\u015fti. Iar accesul la surse de formare din Vest, acolo unde marketingul \u015fi v\u00e2nz\u0103rile se dezvoltau ca discipline cheie pentru business, era limitat \u015fi \u00eenc\u0103 nu era clar. Am \u00eenceput s\u0103 cre\u0103m o adev\u0103rat\u0103 echip\u0103 de v\u00e2nz\u0103ri\/marketing dup\u0103 5 ani de antrepenoriat.<\/p>\n
\nAst\u0103zi, pentru a reu\u015fi, trebuie s\u0103 ai de la bun \u00eenceput at\u00e2t un produs\/serviciu bun (care s\u0103 aduc\u0103 cu adev\u0103rat valoare utilizatorului\/cump\u0103r\u0103torului), dar mai ales un bun proces de marketing \u015fi v\u00e2nzare. Cred c\u0103, \u00een competi\u0163ia acerb\u0103 de azi, \u015fansele de reu\u015fit\u0103 scad sim\u0163itor daca nu le ai pe ambele \u00een acela\u015fi timp.<\/p>\n
\n\u00cen Rom\u00e2nia, \u00een antreprenoriatul axat pe dezvoltarea de produse proprii (de obicei e vorba de absolven\u0163ii de facult\u0103\u0163i tehnice), de obicei domin\u0103 cultura \u201etehnic\u0103\u201c, orientat\u0103 pe produs\/serviciu. Cultura de business (s\u0103 \u00een\u0163elegi pia\u0163a, s\u0103 \u015ftii cum s\u0103 o cucere\u015fti) e mai pu\u0163in prezent\u0103. C\u00e2nd noi am \u00eenceput, nu am luat c\u0103r\u0163i de referin\u0163\u0103 \u00een business\/marketing (care existau \u00een Vest dar nu prea erau cunoscute \u00een Rom\u00e2nia), nici nu am fost la cursuri \u00een afara Rom\u00e2niei, \u00een consecin\u0163\u0103 traseul nostru a fost mai lung, \u00eenv\u0103\u0163area s-a produs mai \u00eencet \u015fi cred c\u0103 \u015fi dezvoltarea \u00eentreprinderilor nu a fost acolo unde ar fi putut s\u0103 fie. Am avut \u00eens\u0103 \u015fansa unei competi\u0163ii mai mici, a multor pie\u0163e la \u00eenceput de drum, mediu care ne-a permis s\u0103 \u00eenv\u0103\u0163\u0103m \u00eentr-un timp mai lung. Ast\u0103zi nu mai ai acest lux. Ast\u0103zi trebuie s\u0103 ai un bagaj minim de cuno\u015ftin\u0163e pe un portofoliu \u00eentreg de teme de business, altfel la tot pasul ai \u015fanse mari de a gre\u015fi fatal. Nu uita\u0163i c\u0103 pe pia\u0163\u0103 sunt a\u0163intite multe priviri care au \u00een spate for\u0163\u0103 financiar\u0103, competen\u0163e foarte competitive de marketing, sales etc. Cu ei concura\u0163i. V\u0103d mul\u0163i tineri care citesc mult literatur\u0103 motiva\u0163ional\u0103 (cum s\u0103 fii de succes, c\u0103r\u0163i despre mari \u00eentreprinz\u0103tori etc.). E foarte bun\u0103, dar cel pu\u0163in la fel de important\u0103 e \u00eenv\u0103\u0163area legat\u0103 de profesie, pe materii care fac parte din business. Literatura motiva\u0163ional\u0103 ajut\u0103 prea pu\u0163in dac\u0103 nu ai cuno\u015ftin\u0163e ad\u00e2nci profesionale.<\/p>\n
\nCum po\u0163i s\u0103 \u00ee\u0163i formezi azi, ca t\u00e2n\u0103r \u00eentreprinz\u0103tor, un minim bagaj, dar competitiv, de cuno\u015ftin\u0163e de business? Ast\u0103zi literatura accesibil\u0103 se g\u0103se\u015fte din plin; uneori sunt \u015fi cursuri bune \u00een Rom\u00e2nia; dar exist\u0103 o sumedenie de platforme cu cursuri pe internet gratuite \u015fi foarte bune, gen Coursera, Edx, Udacity sau Udemy (ultimul nu e gratis, dar accesibil). Marketingul \u00eencepe s\u0103 devin\u0103 o \u015ftiin\u0163\u0103, fiind \u00eentr-o evolu\u0163ie foarte rapid\u0103, care reprezint\u0103 un atu foarte puternic \u00een fa\u0163a competitorilor. \u00centruc\u00e2t sunt multe teme care pot s\u0103 par\u0103 c\u0103 sunt \u2028\u00eentr-un haos, greu de \u00een\u0163eles, \u015fi \u00eenc\u0103 nu am v\u0103zut o colec\u0163ie de c\u0103r\u0163i scoas\u0103 de un editor care s\u0103 umple aceste sertare, recomand tinerilor s\u0103 foloseasc\u0103 un framework pentru marketing, de exemplu pragmatic marketing (dar sunt \u015fi altele), \u00een care principalele probleme sunt puse ca \u00eentr-o bibliotec\u0103 cu sertare, fiecare sertar adres\u00e2nd o tem\u0103-cheie, suma temelor-cheie acoperind \u00een mare toate marile probleme legate de \u00een\u0163elegerea pie\u0163ei \u015fi cum c\u00e2\u015ftigi pia\u0163a. Av\u00e2nd imaginea de ansamblu, po\u0163i identifica rapid o problem\u0103 din via\u0163a real\u0103 \u015fi s\u0103 treci repede la \u201ecum o pot rezolva c\u00e2t mai bine\u201c.<\/p>\n
\nRecomand unui t\u00e2n\u0103r \u00eentreprinz\u0103tor s\u0103 citeasc\u0103 rapid c\u0103r\u0163i de baz\u0103 de business, s\u0103 aib\u0103 o mic\u0103 bibliotec\u0103 (10-20 de c\u0103r\u0163i) pe teme profesionale de business, c\u00e2te o carte \u00een fiecare mare sertar\/tem\u0103 de business. Cu o investi\u0163ie de 200 de dolari, po\u0163i avea bibliotec\u0103 cu c\u0103r\u0163ile de baz\u0103 de referin\u0163\u0103 pentru business. Ca recomand\u0103ri punctuale: c\u0103r\u0163i de management ale clasicului Peter Drucker (de exemplu cartea Classic Drucker), de marketing ale clasicului Philip Kotler (de exemplu Marketing 3.0), c\u0103r\u0163ile lui David Meerman Scott (The New Rules of Marketing and PR sau The New Rules of Sales and Services); mai nou, literatura pe inbound marketing (de exemplu Inbound Marketing de Brian Hulligan), literatura de content marketing (cum s\u0103 generezi leaduri de v\u00e2nz\u0103ri) \u015fi mai ales pentru cei care se adreseaz\u0103 pie\u0163ei de consumatori casnici, neuromarketing. Cartea despre cum s\u0103 \u00een\u0163elegi pia\u0163a de Anne Beall, Strategic Market Research. Biblia despre outbound sales a lui Ross & Tyler, Predictable Revenue. De asemenea, despre metrics \u015fi analytics (de exemplu Paul Farriss et al, Marketing Metrics). Exist\u0103 deja foarte mult\u0103 informa\u0163ie despre marketing \u015fi v\u00e2nz\u0103ri, iar \u00eentreprinz\u0103torii care nu au o vedere de ansamblu \u015fi cuno\u015ftin\u0163e de baz\u0103 \u00ee\u015fi cresc dramatic \u015fansele de e\u015fec.<\/p>\n
\nTot legat de cuno\u015ftin\u0163ele de baz\u0103, o mare lec\u0163ie pe care via\u0163a mi-a dat-o este c\u0103, pentru un \u00eentreprinz\u0103tor, \u00eenv\u0103\u0163atul \u00een echip\u0103 e mult mai important dec\u00e2t \u00eenv\u0103\u0163atul individual. Iar \u00een echip\u0103 \u00eenve\u0163i mult mai repede.<\/p>\n
\nC\u00e2nd \u00eencepi, de\u015fi ar fi bine ca echipa de \u00eenceput s\u0103 aib\u0103 pe cineva cu cuno\u015ftin\u0163e avansate de marketing \u015fi sales, de cele mai multe ori nu se \u00eent\u00e2mpl\u0103 a\u015fa. Dac\u0103 sunt mai mul\u0163i \u00eentreprinz\u0103tori \u00een echip\u0103, e nevoie ca cineva (poate fi \u00eentreprinz\u0103torul, dac\u0103 e singur) s\u0103 \u00ee\u015fi asume rolul de \u201ebusiness\u201c (marketing \u015fi sales) \u015fi s\u0103 fie cineva care are aptitudini pentru a\u015fa ceva, chiar dac\u0103 \u00eenc\u0103 nu are cuno\u015ftinte temeinice. De multe ori, c\u00e2nd pia\u0163a ofer\u0103 cu zg\u00e2rcenie oameni cu cuno\u015ftin\u0163ele \u015fi competen\u0163ele de business de care ai nevoie \u015fi recrutarea e\u015fueaz\u0103\/patineaz\u0103 continuu, e mai rapid s\u0103 creezi o echip\u0103 care s\u0103 \u00eenve\u0163e \u00eempreun\u0103 cu tine acel domeniu (de exemplu cum generezi leaduri de v\u00e2nzare prin inbound marketing).<\/p>\n
\nCum accelerezi un asemenea proces de \u00eenv\u0103\u0163are? Dezbateri regulate cu echipa pe problemele \u00eent\u00e2lnite, f\u0103c\u00e2nd apel la c\u0103r\u0163i, articole, bloguri \u015fi chiar la cei mai \u00eenv\u0103\u0163a\u0163i, \u00een mod gratuit sau nu; un lucru de admirat la medici este mecanismul prin care ei \u00eenva\u0163\u0103 continuu: \u00een lumea lor, \u00een echipa dintr-o tur\u0103, se discut\u0103 cazurile pe care le au zi de zi \u015fi solu\u0163iile pe care le-au g\u00e2ndit; e de fapt un proces de \u00eenv\u0103\u0163are \u00een care e implicat\u0103 \u00eentreaga echip\u0103, zi de zi; oare de ce \u00een celelalte meserii nu facem acela\u015fi lucru? E at\u00e2t de simplu \u015fi eficient, v\u0103 sf\u0103tuiesc s\u0103 face\u0163i la fel.<\/p>\n","protected":false},"excerpt":{"rendered":"
Nu m\u0103 g\u00e2ndesc la \u201edac\u0103 a\u015f fi f\u0103cut altfel\u201c dec\u00e2t pentru a \u00eenv\u0103\u0163a. Parcursul din urm\u0103 nu poate fi schimbat, putem influen\u0163a doar ce urmeaz\u0103. Eu am \u00eenceput ca \u00eentreprinz\u0103tor la 34 ani, iar so\u0163ia mea la 27. \u00cen esen\u0163\u0103 am un singur sfat pentru tinerii \u00eentreprinz\u0103tori (cei care abia \u00ee\u015fi termina studiile), iar sfatul […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[698],"tags":[6765,8039,235,7878,4126,5414,7572,303,274,458,33123,9967,7178,60,484,550,13251,80,98,9802,194,4878,7212,231],"class_list":["post-118194","post","type-post","status-publish","format-standard","hentry","category-cover-story","tag-biblioteca","tag-bitdefender","tag-business","tag-carti","tag-clienti","tag-cursuri","tag-florin-talpes","tag-important","tag-incepere","tag-intelegere","tag-lectie","tag-literatura","tag-marketing","tag-piata","tag-probleme","tag-proces","tag-rapid","tag-refuz","tag-romania","tag-sanse","tag-tineri","tag-vanzare","tag-vanzari","tag-viata"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/118194","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=118194"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/118194\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=118194"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=118194"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=118194"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}