Предприниматель | Информационно-аналитический журнал - Part 121

How to successfully create a website for an online store

May 22nd, 2013 Журнал «Предприниматель»

Here are a few mistakes from my own experience that should not be repeated.

At the time, as I sat, wondering how to get started writing a post about creating a website for my online store, the post office received a letter.
One of our clients told me about how to order a certain quantity of goods on our website in the amount of 2,981 rubles, received an order worth 3009 rubles. Of course, the difference is small, but the impressions were unpleasant.

Here is such greetings I received from the developers of our site!

First start

I must say: the development of the sites I absolutely do not understand it, I can not discern any scripting languages ??or platforms. At the very process of development, I only watch as a visitor and manager. The most important thing for me – that on the website I was comfortable. That was my main requirement.

As for the deceived customer, we will try not to lose it, so that little will refund the difference in the amount with the next order. But it is so frustrating to find a mistake again! The problem we see at once, but that is why it has arisen – that is another question. The fact is that all registered users can receive discounts when ordering goods and recorded not only in the database, but also in the personal office customer. Perhaps, in this case the discount was calculated only in a private office, but not in the database, so there was a similar error.

On this basis, I can say that finding a good developer for the site – a difficult task. In addition, many acquaintances often ask me, I do not recommend them a good developer for the site that immediately answered in the negative. Unfortunately, these do not know.

In the matter of developing the site the most important thing to always remember that it is not just the face of the company or a sales tool, but the database, which is designed to manage an online store. And it is better if the database will be reflected as much as possible your goals, because it will help you more effectively manage your sales. But I realized it’s not right.

Finding a good developer and failed. Maybe because so long looking for. And indeed all the solutions we adopt without delay so that readers of our blog (start from the comments) think that business is growing without any problems. In fact, it’s not just taking quick decisions and implementing them immediately into practice, we hide some of the complexity of the process. Back in the spring of last year, we were trying to find a developer, following the recommendations, but this attempt was unsuccessful. Then we found a company that has been developing websites for online shopping. We were asked for 70,000 rubles, and it was relatively inexpensive. In addition, the design of the site took our friend, and it took us a total of 20 000. By the way, Valeria and is now working in our team, by all means rooting for our business. A complete site we had to get in 3-4 weeks.

As a result, the site was ready in just three months, but still we continue to fix bugs.
Now I would like to give advice, never skimp on building a website, but I will not do that. The fact is that the poor quality of the development can be obtained at great expense. Therefore, developers do not choose by price range, and quality.

To all my approach

Since the implementation of your project, we decided that a nice design and ease of use – the main tool to attract customers, so we followed their preferences. It was decided to create a two-level catalog of our products, which seemed to us a clear and transparent. Of course, sometimes received complaints from customers that the product is very difficult to find, and the time to do it they do not. Therefore, they returned to where they came, that is, in the “platypus”.

Not Important and functionality of the site, because it is primarily a management tool. But starting a business, we know nothing about the features of content management. In this case, TK to develop the site was my partner, who is not the only sense in programming, but also, as a customer, meticulous enough, so well known that we need. Yes, and the developer was giving advice on how and what better to do. Still, it turned out that those functions that we were not missing.

Here is one very obvious example. On the Admin tab in the “database” shows all information on orders and customers. In addition, in recent months, we have added several more columns: “payment”, which specifies the method of payment (shops, bank card) and payment status, “the card number Mnogo.ru” for these customers, we regularly carry out various actions, so need to see them in the mass, and the “Comments” column, where we see the comments from our customers. They are quite different: some specify the time of delivery order, someone interested in the shelf life of products, and some even asked to cover up the amount of the order from the parents that they were not worried mom indicate the time at which it is impossible to deliver, so as not to wake the baby . And sometimes such that wrote our neighbors, promising to come and pay the entire order on the spot, but to get later. But after 8 months of our services and the neighbors began to use the office.

Of course, the column “comments” became for me almost straight way into the hearts of customers. After comments could follow the whole process, from visiting a client site, ending with production order. Also, if there were any problems, customers immediately wrote reviews, so I was able to quickly solve the problems that arose. A year ago we had no idea what was once will create such a column, and the more that it will bring a benefit.

But there is another difficult task – we would like to enable clients to receive information about new products, new promotions and gifts indicate the article in the blog. But how to make sure that the client can any of this read for those 2-3 minutes, that he is on site. Then came the idea to allocate space for banners. And now, for us was not enough.

After a month since the launch of the online store before our programmers had the task of correcting all errors that occurred on the site, as well as to write codes for the new functions. Then they made up only 15 points. Now our task described on several pages in a format ?L, and every week these lists updated with new tasks.
I note that, by choosing a developer for your website, first of all refer to how well he can grasp and understand the idea of ??your project, and how comfortable you will be working with him. In fact, in my experience, will have to work very much. Just do not forget to sign your contract developers for revision or maintenance of the site in the course of the emergence of new challenges and ideas. After all, when finalizing the site deals with the other specialist, the problem becomes more complicated, because you first need to understand the workings of the previous one, and then offer their ideas.

So we spent about 150 000 on completion of all the necessary functions and to correct all the mistakes that added up to two times more than we initially invested in the site. I think it’s good for the conviction of those who try to save money on development of the site.

CEO and co-owner of the grocery online store onovamnadom.ru, Natalia Kulakov

Win the strongest

May 21st, 2013 Журнал «Предприниматель»

The Internet the strongest survive

Advice to entrepreneurs who have decided with the help of online commerce to expand their business.

Use of the Internet in Ukraine has reached 40%. Millions of users are increasingly make purchases online. Despite this, the volume of trade on the internet
Internet penetration in Ukraine is close to 40%. Every year millions of people make an online purchase. But while the total number of sales on the Internet is less than 5%, and in some years it is expected that this figure will reach 10.7%, which is approximately $ 5.10 billion and if several le back online trading associated with the “Yandex. Market “, now trading in the network involved in such major retailers as Epitsentr,” Hello “, etc.

And yet, for the state, merchants and consumers e-commerce remains unexplored and a little suspicious area. Is it possible to change this?

Sales Channels

It would be a mistake to divide rodazhi online and offline, because it may be just different forms of a single sales channel. Narimer, some category of goods may be sold chereh internet, some – in stores or in catalogs. Accordingly, some more convenient to buy goods on the Internet, and someone more like go shopping. And if you want to attract more customers, you need to work with all possible sales channels.

Recently, we have seen that the consumption pattern is changing. Not so long ago, we were limited by space and range, which offers shops. Our requirements were formed according to the space. But now we can advance nashipotrebnosti form and choose the channel by which it will be convenient to make a purchase. For example, if you want to buy a vacuum cleaner, you have to pre-define itself and its functional model, and after searching the proposals that will get it as quickly and profitably. Everything is changing. Today, consumers increasingly important stnovitsya the quality and speed of service. Of course, do not forget about the price, but to do it, too, is not necessary.

The Internet all the way

According to co-founder of Maxim Wikimart Faldin, sa dm – this is not online trading, it’s just a showcase, for which there is a large infrastructure of marketing, advertising, logistics, call-center and service.

At the heart of the retail logistics and marketing is, at what they vary from retail and e-commerce. Says CEO Oskar Hartmann KupiVIP, the Internet’s different – different rules, KPI, key performance indicators. For example, the company is committed to offering retailers working offline, create online shopping completed, which is much cheaper than the creation of his own company for e-commerce with its infrastructure.
Of course, for each customer must be addressed by offering them good service and building traffic for him. You have to make sure that he wanted to come back to your site. According Faldin, Internet marketing is very different from marketing offline. On the Internet people do not want to wait very long, he wants to get the goods as soon as possible, or on a specific day at a specific time.

Main issue

As said Hartmann – on the Internet you can survive, doing serious business. On the side projects you have nothing to do on the network. You will not be able to make on what has long been involved in others. You need to clearly define what you are better than others, and work in this direction.

Online shopping: first correct the error

May 11th, 2013 Журнал «Предприниматель»

Change the concept of our online store had almost immediately after its launch. What was the result?
From his experience will tell you that well-designed concept is not less than 50% success rate. But not anymore, as even the ideal concept can be spoiled by poor execution. In our case, not very hard to believe in the concept of the ideal, though, and would like it to be such.

As I said, we have decided to give up perishable food, hoping to save not only for storage but to write off spoiled food. Thus, it was possible to avoid many losses.

Initially, our concept is something like: “That’s enough to carry weight, we can do it for you.” In addition, we provide customers with free shipping if the order value exceed 2000 rubles. Soon, this figure had raised to 3,000 rubles. And the average weight was 60 kg baskets. Thus, the client needs to go to the store just to buy bread, cheese and butter.

All products and goods that have been standardized in our catalog. That is, if a customer orders a pack of sugar from “Mistral” diapers or Huggies, then it is good that he will deliver. But when it comes to veal, then there really tastes may differ. And how do you can buy meat online? Therefore, in our range of meat and was not.

As for the food, then one has decided to sell only quality products are well-known trademarks. For example, sugar cane should be only as pasta made of durum wheat.

Moreover, abandoning the perishable products, we seek to maximize the range of groceries. Suppliers are fast enough, and many by endorsing our idea, offered goods and products at wholesale prices, regardless of the volume of purchases. Such action by the supplier has put us in an advantageous position, because in many hypermarkets, promising low prices, margin amounted to 80%. And so to beat them did not present a particular difficulty for us.
In general, the range in our shop had a good, largely coinciding with the “ABC of Taste” and “The Seventh Continent”, but lower cost by 10-35%. Still, the number of orders left much to be desired.

Everything was very simple. Even though we did not try to compete with the “Auchan” or “platypus”, as we did not try to determine for themselves a separate niche, but still people continue to compare us with them. We lost as a pricing policy, so in the range. Of course, pricing is not so concerned with us, because we wanted to attract your customer and build your audience. In addition, not all customers understand that the delivery of products to Moscow – is the service is not cheap. And if the client did not understand what the client is not ours.
What really surprised us is the fact that even “our” customers were unhappy with the assortment. As it turned out, they did not want to go to the store for butter, and meat were ready to buy blindly. Moreover, even our columnist Cyril Haratyan was extremely surprised that there was no store in the range of greens.

So we lasted three months. Many complaints received from customers with requests to add a range of cheeses, yogurt, dairy products. Many openly stated that will buy only when selection is bigger. We did not want to give up. And at this time, Moscow was preparing for the New Year, and the golden period of retail we are not caught. Then we recognized their mistakes.

Already in the beginning of December, added to the existing range of sausages, meat and milk products, which has helped increase sales tripled (this helped and New Year). In the spring we added more and freezing that adds about 40% to sales.

We were able to admit their mistakes and even more. Now on our website you can see a new concept, which states that previously we thought that klmenty not trust the orders of perishable products over the Internet. But as it turned out, we were wrong, so myy recognize our mistakes and understand that it is necessary to carry everything and so on.

Following the expansion of the range followed by a change of the location of the warehouse. Now we have moved to the outskirts, so were able to save on rent premises. But it became more difficult with the delivery of products to Moscow. As before, we do not really want to buy perishables in bulk. At the stage of development of stable orders yet, the number Bole in waves, so to calculate the necessary amount of food was very difficult. And the write-off of damaged products revenue decreased to zero. And customers are very careful about it to the “perishable”, and therefore there were complaints that, say, the products are brought to the expiration date.
As a result, the decision was made to purchase perishable food or in the nearest supermarket or grocery bases. Of course, even if such goods are much more expensive, but always delivered fresh, which is very important. Because of this, the special damages from damaged goods we do not have. But now, we continue to look for suppliers of “perishable”, getting to know the other members of the market and creating favorable conditions for further cooperation.

A little easier with the freeze, because it can be stored in freezer for months, and sooner or later it is still the buyer.

After changing the concept, we realized that customers are not that hard to tolerate high prices, especially for sour-milk production. It is much harder to solve the problem of lack of stock of some items, and late couriers do not really like the clients. Of course, there are days when you just can not find green basil, and traffic jams are deprived of hope for the prompt delivery. And if the lack of products in stock, can be solved by offering an alternative to the client, the problems with the movement of the Moscow transport is almost impossible to solve. But if we say about good service, it is necessary to conform.
The range of our store and more continues to grow, even there were two new partitions “OnoVamVOfis” and “Cooking”, where you can enjoy a meal prepared by our partner. Now engaged in gathering statistics. Of course, I want to extend the range, and the customers are also requested to do so, but do understand that no one will embrace the boundless. And when the stock rises, and store management becomes much more difficult.

In addition, only in the process have noticed some flaws on our site, but more on that next time.

CEO and co-owner of the grocery online store onovamnadom.ru, Natalia Kulakov

Online shopping: first experience

May 10th, 2013 Журнал «Предприниматель»

Are working on shipping

How did the idea to do their own thing, or how I decided to open an online store.

Its online store I invented with a friend Nicholas Poluektov. It was he who persuaded me to do such a thing, claiming that the lead operators and drivers – it is essentially the same as the lead reporters than I am used to doing. He, like I, too, was a journalist, but a few years ago decided to leave journalism. Together with friends, he started his own business, which was called “Moonshine Kosogorov” and proved quite profitable. And now this role model sitting and waiting in front of a pizza “Margarita”, trying to support my idea. He has had its own reasons: as a businessman he thought held the expansion of its business. 2008 was a period of very height of the crisis, and it was at this time I lost my job. I offered to work on a new project, and when it was already running, it rolled. After that, continue to work in the media I do not want to.

The idea of ​​

Find a niche for your business was not as difficult. Even when the crisis in the yard, people still continue to eat. Of course, the restaurants have become less popular, as it turned out dinner at home is much cheaper. In addition, television stations, cooking at home has become very popular. People do not just eat at home, they have created from the products of new and interesting stravy. Thus, the idea for the business for a long time did not have to look for, but these are the arguments in favor of this idea had to find.
Will present some of them. First, online grocery stores were not so common. Second, many Internet users are familiar buy online all tend to start to use other services. Accordingly, it is possible to attract many new customers. Third, to open a case of this kind is sufficient amounts ranging from 700,000 to 1 million rubles, and it’s not so much. In addition, the organization and management of such business – the process simple, and most importantly, transparent. In addition, a similar experience I have had since I previously worked as an administrator.

But this had its shortcomings. Neither I nor my friend had never worked in the retail trade (he only worked with wholesale sales).
But in spite of this, we decided to pursue the case. Performing calculations on a napkin, we made sure that we are required not such a large sum, and the profits will begin to appear almost two to three months. Hiring drivers we had to do in 8000 rubles (but ultimately cost twice as much), and every order is an average of 100 rubles. In addition, it was necessary to hire an accountant, operator, to build a website. It looked very simple. And as in Moscow population of about 15 million inhabitants, is at least 10 orders a day we will be getting for sure. It remained only to find out who were our competitors, and we could be better than them.

Market Analysis

Hastily analyzing the market, we found out that there are three types of competitors. The strongest competitor is the supermarkets, who organized the order and delivery of products via the Internet. In addition to the supermarkets, have been online stores that specialize only in the delivery of food. Well, “platypus”, which we have decided to allocate a separate service. Why? Tell us about it below.

We decided that the major networks are not our competitors, because they have their regular customers, who are accustomed to a system of service and range of products offered by them. Our main competitors are online shopping, but for them to compete in attracting customers is not so difficult. First, the interface at the nickname, usually ugly, photos, poor quality, and the prices are quite high. Most of all we wanted to know how to lead their customers. And where exactly they are, so it’s in the “platypus”, which is practically a monopoly in this area. Therefore, we have defined it in a separate category.

The main issue is that to offer customers this, which is not yet at the “platypus”? Of course, we could not hope for that suppliers offer us such prices, because the volume of purchases from us is much lower and, as practice shows, the price plays a crucial role in the selection of products. But there are exceptions. On this we have decided to play. The main idea of ​​our project was the quality service and individual approach to each client.

What does a quality service? This is an opportunity not only to receive the order at the appointed time, but in the proper form. With regard to the second point about the personal touch, we even put forward the slogan on its base. So this is a store with a “human face”. The range will be expanded depending on whether they want our customers. Also on the main page of our online store we have created a book of suggestions and complaints. In the end, we found a weapon in the fight for customers, we only plan the plan of attack.

And there is a new question: “What are we going to sell? ‘. So I have previously worked as a journalist, the market research is not particularly trust. Therefore, we have taken the form sections of our store, which included pastries, groceries, juices and water, household cleaning, hygiene, children’s goods, and other little things that may be useful both in the home and at the cottage. All perishable foods such as sausages, vegetables and dairy we immediately deleted from the range, it is not only required a storage cost, but also the delivery problem. Soon we had to carry these products in the range, but more on that later.

We did not compete with the “platypus” or “Auchan”, so have focused on groceries. We offer consumers not only high quality but also attractive prices.

Getting to practice

My main task was to manage the store. And in April 2009, we rented a small office room, worth 15,000 rubles per 1 m ² per year, as well as stock, valued at 4,500 rubles per 1 m ² per year. In addition, the office and the warehouse we shot almost in the center of Moscow. We were very fortunate to find a warehouse at a reasonable price, as well as groceries should be stored at temperatures above 25 ⁰ C, the room was filmed in the basement of the business center. Of course, we could save by renting a room somewhere in the suburbs, but in terms of speed of delivery, it was the most convenient option, as all districts of Moscow were equidistant from the center.

For registration of our company – “OnoVamNaDom” took 11 000. Ososbo should thank my partner, because he came up with the name of the store. It’s called a smile, and thus the sympathy of many, and I certainly enjoyed it.

Domain onovamnadom.ru we recorded very quickly, but here’s domain onovamnado.ru we bought from physical persons, in order to avoid the appearance of a clone in the future. At it’s all gone wrong and a lot – just € 200.

Somewhere within three months we have suffered with the site, despite the fact that the company is holding its promotion promised that everything will be ready in three weeks. But that will not stop for a long time.

This was followed by filling in the warehouse merchandise, that’s gone on for another month and a half of our initial costs. Our spin-doctors were former journalist colleagues who also lost their jobs because of the crisis. It remains to find two drivers with personal transport, but this was no problem. In late August 2009, our online store has been opened. It remains to wait for orders.

The first clients were friends. But the real orders, we waited another month. Our napkin calculations have failed, and then had to change and the whole concept of an online store. What will discuss in the next article.

CEO and co-owner of the grocery online store onovamnadom.ru, Natalia Kulakov

Initial investment — where to look?

May 9th, 2013 Журнал «Предприниматель»

We offer several ways to implement the idea and prepare a project that can be offered to investors.

There is a classic way 3 F, which operates around the world and help you find the investment to start your business. According to this method, you can help friends (friends), family (family) and fools (fools). But there are a few ways to help you find the initial investment for a new project.

Use own salary

IT-pharmaceutical company Egis director Sergei Novikov for five years as a quit smoking tobacco but it still attracts. He tried to try electronic cigarettes, but they quickly became disillusioned. Production of Chinese firms are not of high quality: the leaking liquid in cigarettes, and the batteries sit down very quickly. Since Sergei was an engineer by training, he decided not only to understand the device of the product, but to create something similar yourself.

By the end of 2010, using water pipes and couplings, acquired in the construction market, Sergey created the first prototype of the electronic cigarette. Of course, the cigarettes were not different beautiful appearance, but worked. After that Novikov decided to improve their development and acquired lathe for 80 000 rubles. At this time his interest in the development of other fans of electronic cigarettes from the forum on the corresponding website Ecigtalk.ru. Moreover, they were ready to make a prepayment. Therefore Novikov hired Turner, who was ready to carry out large quantities of goods. Then there was a question: “Where do we get funds to expand their business?” Since banks do not give percentages like Sergey has decided to use the family budget. To persuade his wife have been able to, and then his wife began to spend on the project one of the salaries, so investing in a business for the year of about 1 million.

For the first year ever Sergei combine its business with the main work. Waking up every morning at 4:00, he drove to the station, where the train from Donetsk he handed the finished parts, after he drove to the office. Sergei knew that it was risky to go to work, while his project has not yet brought a constant profit.

What started as a hobby gradually turned into a full-fledged business. Soon Sergei registered Company and hired an assistant. This year, he has created his own website, which opened the online store Svoemesto.ru. For 4 months of work, he has sold more than 500 sets of self-developed electronic cigarettes. The package price is from 1800 to 7300 rubles, where the margin is about 30%. Each new batch of snapping up in just 8 minutes. Today the turnover of the shop already reached 1 million, so in late spring Sergei was able to get away from Egis.

Budget can help

During the competition, “Start a business”, which was held in Yekaterinburg unusual fashion show was able to revive the male audience. On the show presented models transformers, outfits which consisted of dresses with eight styles, jackets, bags and jackets, which turned into a clutch. The author of this unusual collection has just received the diploma of a graduate designer Anna Popova, who dreams to start their own businesses.

It all began in November 2009, when the crisis came the law, designed to support the development of small and medium-sized businesses. According to the law startups could get a guarantee for the opening of the business from the regional and federal budgets. So Anna Popova sought to obtain a grant.

Terms of programs differ depending on the region. For example, in the Sverdlovsk region to all applicants for grants had to go through a 3-month course designed to teach people the basics of their businesses, after which all applicants were required to provide a business plan for the first year, and the best project received the highest grant 300 000.

As she says Anna, the most important thing was then able to calculate its estimates, so many wishing could not get a grant because of frivolous spending. But Hannah knew what she wanted: to buy fabric, laptop and printer, embroidery machine and pay for work of seamstresses. On that day, only to Anna managed to get the maximum grant. But in general, for the whole 2009 424 Sverdlovsk entrepreneurs managed to get grants for a total of 111 million rubles.

After a couple of days on account of Anna, there were not only 300,000 rubles grant and subsidy for the unemployed, which at the time was 58 000, entered the start-up capital. In summer, Anna asked the regional administration of a request to submit an expense report, and it has brought all the checks. According to her, since grants are given for free, many of the girls, getting the money went abroad.

By the end of the summer, Anna Popova, a profit of $ 400 000, which was used for the purchase of a new batch of tissues and the opening of its office. Typically, such an office only a year can go to zero, but because of the money that did not need to return, Anna made a profit much earlier.

Thus, anyone can open a business to get support from the state. For example, in 2012 the development of small and medium-sized enterprises Ministry of Economic Development has allocated 19 billion rubles. The money at the disposal of the regional authorities, who decide to whom and on what projects to give them. In the Sverdlovsk region such grants can get people up to 30 years, we need only to apply for participation in the competition.

Most recently, yesterday’s student moved to the capital, where he plans to develop its own brand. According to her, she has enough money to continue the business only through a grant.

Get a loan without unnecessary formalities

Founder of the Company “BioFid” George Blagodarev started a rather unusual business: a few aquariums with green liquid, in which sensors are installed. Thus, he is growing chlorella – microalgae, which is taken as the basis for the production of animal feed. Chlorella promotes rapid weight gain and less disease in animals.

Of Education George Blagodarev engineer, and he works the head of the Czech company Key Part Industry Engineering Group. Once he had the opportunity to work to get acquainted with the biologist Nikolai Bogdanov, who discovered and patented strain of Chlorella. As a result, thanks to an interest in the production of Chlorella.

Even then, a potential client George was the Russian Grain Company, which vledela pig farm in the Tambov region. But to sign kontarakt immediately failed, as the company did not agree to use chlorella before it is tested, which in turn required the George 1 million rubles for the organization of such an experiment. He soon realized that to borrow money in the bank – it’s not for him, and in an attempt to find the money for testing, he began to turn to microfinance institutions. Then came the first stroke of luck – the company “Rusmikrofinans” George agreed to allocate the required amount on the condition that they have full control over the flow of funds. In addition, George has received 1 million at 16% per annum, while the banks have asked for 25%.

Already in March 2012 launched a Blagodarev testing, which was completed in July. Who is the owner of the Tambov pig is ready to invest 10 million rubles in the production of micro-algae. And even now Blagodareva almost zero income in a year it expects to achieve sales of 4-5 million rubles per month. A to February 2013, he has to repay the loan “Rusmikrofinansu.”

Investing in times of crisis — 12 tips

May 8th, 2013 Журнал «Предприниматель»

Experts share tips investment at a time when the usual schemes lose their effectiveness.

1. If you bought a long time do not keep

To date, more risky is to buy stocks and other securities, hoping not to sell them for a long time. This mechanism works only in a stable market growth. As the economist Gary Shilling, it is not necessary to be a carefree traveler when to be partisan in the jungle. Therefore, you should very closely follow the existing assets, and in case of a fall, immediately sell them in time to buy assets, rising in price.

2. Do not count on diversification

It should be recalled 2007-2009 crisis, when the S & P 500 fell 57%, before which failed to resist the assets and sectors of a class. In this case, you need to remember Warren Buffett, who once said that diversification does not make any sense to those who know what to do. According to him, “diversification – is the protection of misunderstanding.” You can diversify, but do not forget that a large number of shares and assets do not guarantee you protection, they will provide only average results.

3. Do not fall into the trap of indicators

Many investors are fond of fundamental analysis and investing in securities often search for these companies, in which the coefficient of P / E (price / earnings) and P / B (price / book value) are below the average. And this is a big mistake, because it was such indicators is largely caused the financial crisis.

4. Volatility can generate income

Do not forget about volatility. According to the Chicago Board Options Exchange in the average daily value of the index has almost doubled since the mid-2000s. As for the S & P 500, in 2011, its value varied by more than 1% during the 75 trading days. You can use the volatility to increase its income! Enough to buy when there are abrupt and even irrational price changes. You can transfer funds to those funds that are able to earn on volatility.

5. Pay attention to the policy

Today, the political changes in the country could affect the movement of shares even more than the increase in capital of the company. Recall how in August 2011, due to the fact that the whole world was confined to the situation in the U.S. Congress, which could pull the country out of debt default, collapsed a huge number of blue chips. Fundamental factors are always important, but you need to watch and politics.

6. Look at the dividend

According to the research, if we talk about the long term, stocks that pay dividends far predominantly to purchase, than companies that do not pay them, and also have a lower volatility. Recently, companies have begun to give this issue more attention. For example, Intel began paying 3.5%, and most recently, Apple announced that for the first time in many years, will pay dividends in the quarter. It should take the money.

7. No need to beat the index of

Probably, your broker will not just tell you about the need to beat the index. Most often say to persuade someone to buy assets that provide income. But why try to beat the S & P 500, if you can just send their forces for a particular income? If you want to achieve their goals – no matter whether it would be entering a college or carefree old age – that use this approach.

8. First, decide how to sell and then buy

Most investment advice designed to teach you how, what and when to buy. But in terms of instability, more likely to be better for you to decide on how and when you will sell what they bought. As advised by Charles Rotblud who is Editor of AAII (American Association of Individual Investors), you first need to define the conditions under which you will be able to sell the stock before you buy them. This will help avoid losses as in a quick sale, as well as in long-term holding of shares.

9. Take for an example of successful investors

Feel free to take as an example the other talented and successful investors. Many successful investors and act that way. It will be useful to know the entire list of holders of shares of Berkshire Hathaway, as it is only first-class funds. Keep track of data that provides the U.S. Commission on Securities and Exchange, so you can keep abreast of the latest news in the field of investment. A variety of activities of insiders and hedge funds will tell you these Web sites: www.insiderscore.com, www.gurufocus.com, www.marketfolly.com.

10. Keep saving money

The crisis of 2007-2009 has taught much to the investors on the markets collapsing shoulder has a terrible back side. Therefore, in order to always stay calm, it is better to give up margin trading and keep most of the proceeds in cash at 10-40%.

11. Global investments yield good returns

In recent years increasingly popular investments in high-growth international markets, such as China and Brazil. Do not be fooled into thinking that investing in stocks of large companies like Pepsi better and more reliable. Do not be afraid to invest in those areas that are rapidly growing and evolving – it’s a good exchange-traded funds. To do this you can use as electronic broker as well as analytical online resources like ETFchannel.com.

The main secret of marketing — keep it simple

May 5th, 2013 Журнал «Предприниматель»

About the most effective techniques in marketing says the former ex-director of e-commerce and marketing for Cirque du Soleil.

Ever heard the saying «Simplicity is perfection»? It is very common among designers, but just as effective in marketing. People do not take the hard stuff, so the most common marketing tools tend to work best: they not only bring traffic but also increase customer loyalty. Here is an example. In America, was launched fairly simple advertising, is designed to promote the Marines. The ad was shown the airport, where one by one the soldiers came out, and the people applauded each of them. Thus, many people put themselves in the place of soldiers, wanting to look just like them.

Before moving to Russia, and lived in the Canadian city of Montreal for 15 years. Then I became the director of marketing for the newly formed company Heverest.ru. Recently, he worked in the field of e-commerce and marketing for Cirque du Soleil. In addition, I have worked in retail – I helped to increase sales on the Internet’s largest retailer. It should be noted that the marketing techniques that are used in North America are very simple, yet effective, but in Russia, unfortunately, are rarely used and is not systemically. You can use these technologies in four areas, so you should take a closer look each of them.

Motivation – especially

Despite the huge number of different ways to motivate, not all are suitable for startups, which are limited in terms of capital. For these people, the idea is important, perspective and, of course, a personal example which they will be able to navigate. Therefore, for the employees to be a model of professionalism and competence, so the guru himself.

I do not when I do not expect such results from people who are not able to achieve myself. You can hire an IT-director, with no understanding in the field of IT. But if you are the director of marketing, the marketing you need to know about everything! What is email-marketing, contextual advertising, usability, and how all of this into practice effectively. I have to understand all with what my employees are working, because then they will strive to do better and better, and this is the strongest motivation.

Learn how careful planning

Not so long ago on local TV held an interview with a psychologist who talked about personal finance planning. As it turned out, the Russians did not plan their finances more than a year.

Of course, bad habits are not unique to people in everyday life, but also in business. The excuse is that because of the unstable situation in the country from the plans still will not be any good. For business, it is dangerous, because if you plan to stay in business for a long time, you should make plans for at least the next few years, especially if the situation in the country is not stable.

For long-term planning needs full concentration of effort and a clear focus on business. If every day you’ll be at full vylazhivayut to achieve their goals, then sooner or later you will still reach them. It is an axiom, and it works. After all, even an elephant can be sold, if you really want.

Do not forget to measure the performance of

When you open a business, it is important to measure performance, as a rule, measured by the KPI, which is that for a certain period, the goal is, and then fixed – has been achieved or not. For start-ups is very important. It is very important to consider how the goal is achieved. For example, if you want to make 100 sales, you should take into account the resources spent to achieve the goal. This may be $ 100 or $ 1,000. It turns out that the goal is achieved, but the outcome is uncertain.

In the field of marketing in North America is very common financial measure ROI (return on investment), which characterizes the rate of return of investment. In other words, it shows how the investment was profitable for its initiator. Applying this rate, we can determine whether we are spending money wasted to make sales or not.

Now in addition, we plan to use the KPI and ROI, which will help us determine which sales channels are most effective, and how to spend our budget wisely.

Learn to combine experience

It’s no secret that the Internet today is a very effective channel to promote products and services, especially for startups. Offline sanitation are not only high prices, but also the complexity of the definition of efficiency. How to determine whether increased sales of the publication of the new offline advertising? And as for performance of the whole advertising campaign to highlight the proportion that is attributable to a particular channel?

To evaluate the effectiveness of a particular channel, it is enough simply to combine. For example, we can in one place to hang a billboard, which will be accompanied by a reference to our site, and in the other – to place a shield showing our phone number. Thus, we will be able to determine from which source more traffic.

Why Russians prefer complex scheme

All of the ways I have described is not revolutionary, is actually a very simple and effective, but in Russia for some reason are not used, though they are well aware of. Maybe people used to think that everything simple without result, and is simplicity itself confuses people. After all, even in communication often happens that you do not believe when you tell the truth.

Another reason is that the Internet industry in Russia is at an early stage of development. And while Western counterparts are not trying to invent something new, and efficient use of the available methods, the Russians prefer to try something a little more complicated, and learn from mistakes.

I suppose the fact that the Russian people love everything complicated because of the strong academic education. Young professionals after five years of study in the theory comes in the company of trying to apply the learned knowledge into practice. But the theory always turns into life experience, and it does not progress. After all, only a theory foundation prepares for him.

Business at the box office: 3 new ideas

May 4th, 2013 Журнал «Предприниматель»

Short term rentals toys, like a great opportunity to test the product before purchase, or a new proposal for active moms …

Why pay more for the purchase, if you can save on rent? This principle has become familiar to Western European countries. Great idea for your business! Here are three examples.

Ability to test games

GagaGames company has created a group of like-minded people who passionately fond of board games. And it all started with the fact that one of its founders somehow brought back from France game “Carcassonne”. Unfortunately, in St. Petersburg, he could not find it. So the idea to show the citizens of St. Petersburg, who are addicted to such games, what is it and how they need to play. Thus a group of friends decided to occupy the rental board games.
According to the commercial director GagaGames Cyril Kim, the company buys only those games that are popular with its founders. For three years they were able to expand the range of from 30 to 2,000 positions. A constantly watching the news on the market and testing the new proposals, they were able to pick up that range, which has become an interesting existing and potential customers.

Initially friends opened a shop, followed by the idea to take the game to hire. The site shows a lot of pictures, detailed descriptions are, but as you know, buyers often question when choosing a product. So the idea of ??rolling gives them the opportunity to try out the first game (free, games are given a day and no more than two units of one person on bail). A person can always return to the game if it came to his liking, but, in practice, customers always find the goods.
To date range GagaGames presented in the shops, the company employs more than 35 people and also has its own office, which by its design resembles a fairy tale Wonderland by Lewis Carroll: documents it is much smaller than the various board games. In addition, GagaGames equips play areas in cafes, parks and at various festivals that visitors could also try out their games.

Toys can not buy

A few years ago, Ivan and Olga Zhivago had the idea to open your business. Back then she worked in a bank, but had long dreamed to replace the financial statements and the figures for something more “lively and warm.” So there was an online service Toyrent.ru.

Before you open a business, Ivan and Olga long been seeking a free niche by carefully studying Russian and foreign markets. The idea came suddenly: a friend of Olga, who lived in New Zealand, such as mentioned in the conversation, he prefers to take the toys for the baby to rent rather than buy them. This idea has attracted Olga. Since work began on the project. On the compensation received by Olga in dismissal from the bank was able to buy a server and order a batch of toys, most of which are shipped from the U.S..

The project is intended to provide the child with toys that form specific skills at each stage of development of the baby. In addition, it was a great opportunity to free space in the small Moscow apartments, because children had not played for a long time, even the most favorite toy, and they just pile up, taking place in the rooms. And if the child does not want to give him a toy grown fond, parents can buy it for a price.
In addition, recognizing the importance of hygiene in this kind of business, Ivan and Olga developed a system of cleaning of toys. First toys are steam treatment, after which they are cleaned with a special disinfectant “Delavita”, which is not only different security for the child, but also well washed off with water. In the end, every toy is packed in a vacuum bag and delivered to the customer.

The site was developed Toyrent.ru very easy system to find toys, which included a number of categories: search by age, brand and functionality. Now Olga and Ivan are self-promoting his website: Ivan already has a similar experience, as he had previously worked with corporate pages on social networks. Thus, John is now responsible for working with clients on Facebook and plans to begin promotion VKontakte. Also, Ivan and Olga want in the future to create your own showroom, which will play room and the studio, which will host a variety of workshops and meetings, competitions and performances.

The main difficulty in the development of the project was the fact that many Russians perceive rent toys as a way to save on children, and therefore are not ready to rent toys. But Ivan and Olga are hoping that consumers will soon change their point of view and get used to borrow toys for children under the lease.

Active Mom

Natalia Fateeva opened its online store “Active MaMa” immediately after birth. It all started with the fact that she is wanting to buy a quality slingoryukzak, searched the St. Petersburg, but, as it turned out, it is not easy to find. Natalia knew that this problem stalkkivayutsya many moms, so I decided to purchase a lot of backpacks and put them up for sale on the Internet. But this was not enough, as many mothers would like to verify the reliability and quality of the backpack, try as he will be convenient to use. Then Natalia decided to lease them.

Rent a backpack for a week can be for 250 rubles, with bail dolzhent be equal to the cost of the backpack, and at the expiration of the lease you can buy it and pay only $ 100. Practice shows that about 95% of mothers by testing slingoryukzak buy it. Some need a little more time to appreciate the benefits of this product. Demand for slingoryukzaki growing with the onset of warm pores, so how to wear them in the winter, over clothing is not comfortable. It is also very common for people to rent these backpacks before traveling.
Recently, the range of the online store appeared as clothing for pregnant or nursing mothers, as well as jewelry, destination distract the child from the mother’s earrings and jewelry. In addition, Natalia organized showroom, where there is a games room, and a small cafe moms can talk over a cup of coffee or tea. Also open fitting room in which you can apply your favorite model.

Natalia has developed its discount system, which can receive discounts at a network of partners, using a storage card. Also hosts a variety of events within the framework of this cooperation. For example, if the purchase was made more than 3000 rubles., The coffee company, which cooperates with an online store, arranges for a client tasting coffee at home, and the purchase of coffee, the customer received a coffee machine. And at various trade shows online store has its own stand. Even last year, during the festival “Childhood Planet” was a demonstration of clothing for moms also organized by Natalia.

On the project are still working just three people: Natalia herself, courier and consultant slingoryukzakam. Natalia is engaged in promoting the project in a social network “VKontakte”, which is used by the main target audience. The project always has its own booth at trade shows. Last year, the festival “Childhood Planet” Natalia organized fashion show for pregnant and lactating mothers: models gained from among its clients.

Lead singer of “Hands Up” Sergey Zhukov — serial internet entrepreneur

May 3rd, 2013 Журнал «Предприниматель»

Singer of the pop group “Hands Up” Sergey Zhukov talks about his store gift certificates.

Sergey Zhukov, formerly a successful singer and musician became a serial internet entrepreneur. On one of his projects have already written business magazine Forbes. As new ideas? As he plans to make a new startup? What is the experience he can share with other entrepreneurs?

Once one person said, waking up every morning, it looks for a task that you can not solve the internet. Tickets for the aircraft, the purchase of new jeans or a trip into space? The presence of unresolved issues – the key to success in the new venture.

As an artist, I brought every day to get new gifts and to add up all the frames, toys and candles, I would need a whole room. Usually, people get such useless we launched the New Year, February 23, March 8, the day of birth. I also have to get them every day, so, turning his apartment into a real museum. Because of this, I had the idea of ??creating such a web resource that would help to make people interesting and useful gifts.

Choosing a gift

We had to do a lot of work before you open a business: we spent the whole study of the gifts of the market, not only in our country but around the world. Results of the study we are very happy with. In Russia in the field of gift certificates annually turns approximately $ 700 million even finishing tenth in it, we can get $ 70 million, and this is a good result. In America, the scope of gift certificates brings to market $ 100 billion annually, which indicates that we are behind by 5 years. However, as always.

“BeriDari” – is the name of our service, which should be one idea: Stop giving useless gifts. How does the system work? I’ll use my life when I want to congratulate someone. I just go to the site, write a greeting, specify the contact person on the Internet, write down the amount and send.

Almost instantly a person receives a message containing the code. Going to our website, it is enough to enter the code and choose the gift that appealed to him. The most interesting is that the person does not sit amount, and only those things that he can acquire it. You can order multiple products, until there is a total amount. Our site works with many resources, and even if a person is left 5 rubles, he can get, for example, the works of Pushkin and Dostoevsky. If there is surrender, then it returns to the one who gives. But if you do not use certificates and collect them, you can save up for a more expensive gift, even in the car.

Working in a large company where almost every day someone’s birthday? Do not need long to come up with a gift. With our customers can purchase an expensive birthday gift, collecting all of the certificates presented by peers.

You can use the “BeriDari” for personal monetization. To do this, just add a widget on your page, and then you can tell everyone that publish their new song or a story, once accumulate 1,000 rubles to “BeriDari.” Do pleasant favorite friends using our service.

Where income is

To date, we have cooperated with resources such as LitRes – email it books and literature, Softkej – various games and software, as well as Biglion, which offers a variety of events on the coupons. Each partner there are affiliate programs, under which they pay a certain percentage of sales of their goods. Thus, we are not paid on the sales of certificates, and directory. Cooperation with these resources allows us to offer customers as a gift subscriptions to various magazines. We are always trying to expand its range to increase the popularity of the service.

We work, usually with private consumers, but work with corporate clients is key in terms of monetization. Take for example the share of FMCG company that offers the buyer to buy a bottle of beer and find the cover a prize. To carry out this action must be a lot of costs, such as the production of souvenirs, storage, delivery to the recipients. We also offer the opportunity to simplify the process. Suffice it to determine the value of the gift, then buy the required number of codes. We do not force users to adapt to our system and we can to brand website specifically for any company. And people will be able to find under the hood all they want.

Now our team of seven people, and so do 40,000 requests per hour on a public holiday is not easy. Once I and my business partners, Igor Akinfeev and Sergei Maximchuk put into it $ 500,000, and now we are negotiating with more than five funds on further funding.

Tips for beginners

Unfortunately, some corporations do not even try to hide the fact that they run on a prototype of the western market the product. As a creative person, I always try to create something new. Of course, the prototypes of Western products can be very salable in our country. For example, the same gift certificates are becoming more popular. But here is to create something unusual and new more complex. So investing in automatic translations for deaf people are declining, while as ridiculous Wake up in the morning cause a lot of emotions.

In our time, becoming more important visualization. Great success in this distigli Foursquare and Instragram, after all signatures under their pictures do not even need to read. Thus, the collages are becoming more popular than text. The same should be with the services – simply and quickly.

If you want to open a business, you need to act. Do what you like, read, tips, communicate. Now everyone has a great opportunity to find new information. And if something does not work, think about what’s wrong and correct. Begin to implement their ideas right now, and most importantly do not stop, there are always ups and downs. And if you want to succeed, do not back at the first failure.

How to attract investors — 7 Tips

May 2nd, 2013 Журнал «Предприниматель»

Founder of Internet service, “My warehouse” tells the story of how he was able to attract investments in the business founder, “1C” and Skype.

Before developing the project “My warehouse” to the level of an independent business, we had a chance to go through a long and difficult road. I had to learn a lot and even abandon the original idea. My colleague in this case was Oleg Alekseev, who is also, like me, was a specialist in the creation of products for the oil industry. Back in 2007, we decided to try his luck in creating your own business. We served as a model for the company 37signals, which sold a web based business applications. We have set ourselves the task of creating something like this company.

In creating the project really helped us keep track of the habit of the Western market, and even then we are all aware of the popularity of applications SaaS. Over the choice of areas for biznema we also long speculated as to both of us trade is of great interest. As it turned out, a program created exclusively for sladskogo accounting was not particularly in demand. The then market conditions needed for such a program that will manage all the processes of trade. Thus, we were able to turn the “My store” in rich application that would be able to manage the trade in shops and small retailers.

Run this kind of service has proved very difficult, as the provision of B2B services require special trust from potential customers, and very development and launch of service proved to be quite an expensive affair. In addition, the scope of investment in Russia in 2007 was assimilated very weak, and we had to address not only over all possible contacts, but also to many investment funds. And then we got the first and quite unexpected for us feedback – our first investors became Ambient Sound Investments, the Estonian Fund, which was the developer and founder of Skype. They agreed to invest in the project $ 200,000, provided that we will give them a possession of 30% of our company. The premise of this transaction was our participation in one of the discussions in the network LinkedIn, where we have seen. Yes, the geographical location of our new investors was very helpful, as Estonia at that time was quite advanced country in the field of IT. Though intelligent Estonian market was small, but viewed a keen interest in global trends, and the project “My warehouse”, focused on the Western market conditions represent a considerable interest for the fund.

In 2011, the second wave of investment due to the fact that the company “1C” is part of a package of shares repurchased Ambient Sound Investments. Today in my portfolio pervoispytatelya has good experience in startups and software development, so let me give some advice to those who are just beginning to move on this interesting and difficult path.

Answer yourself first

In developing your project, you first should answer the following questions:

  • What problem can be solved?
  • Exactly how can I solve this problem?
  • How to get revenue?

If you were able to answer these questions, you can begin to develop a business plan. It is best to look for ideas in the experience of Western companies market – the path of least risky.

Another tip – if you start to develop your project, first create a test version, or beta version and run it for two to three months. Let your service initially contains only the most basic functions. Already at this stage, you will be able to determine how popular it will become. Sludet not spend the time and effort to develop the service with extra features.

Go where there are investors

These days, finding an investor has become much easier than in the days when we started our business. In addition to investment funds, now there are many investors who are willing to invest in youth projects. Also regularly held many events where budding entrepreneurs can not only communicate with experienced entrepreneurs and large investors, but also to acquire useful links and contacts. Do not forget about the various competitions, designed to help the most talented developers to put their projects into reality. Once upon a time we took part in the contest Web Ready, and when it came to the finals, we had already seen the company “1C”.

Less documents

As a general rule, the question of gathering the necessary documentation is for “beginners” most difficult. As a rule, when he saw the news list of documents that are required to present the investor, they start to panic. But it is not worth doing. Investors – are experienced, they are enough to provide a detailed presentation in which he outlined the essence of the project and a map of expenses and income. They know how to soberly assess all the ideas and figures, so often all the rosy forecasts newcomers are immediately divided into ten.

How to be when a team with no experience

One of the main keys to success is a strong team, especially if you try yourself in IT, where professionalism, or lack of skill on the contrary, can play a decisive role. You have to assemble a team whose members will virtually burn the general idea, and do not give up at the first failure. It is also very important that the team members are evenly distributed between the directions of your project, performing all the necessary improvements.
As a rule, investors abundantly if the team has previously worked with similar projects. But if no such experience, then proceed as we once – prepare a quality prototype of your product.

Distribute the money properly

In the matter of the use of investment funds should primarily be guided by what stage of development is your project. If it is only the initial stage, then by all means better directed to the development of the project. It is better to start as early as possible the beta version, because it will form a small audience of users, and gain the trust of not only available, but also potential customers. If the project is already running, you need to focus on finding and developing the most appropriate financial model for you, and after you can send money on advertising and promotion.

Will help you perseverance and flexibility

Of course, since the creation of the business, very few people of the importance of this step. Not every startup teams can assess how his life will change with this step, and therefore no mental preparation is necessary. As you know, many projects have survived only through perseverance and steadfast faith of their founders. Therefore, you should, first of all, be prepared for significant changes and instability, and also financial. For me, the lack of boredom has always been one of the main advantages of a startup, because the constant movement forward, new experiences, the growth of the company – it’s the best incentive is committed to continuous development. It is very important to have two mutually exclusive qualities, namely, flexibility, and perseverance.

Be objective

If you decide to open a business, first look at the idea from the side. Will your project to solve a specific problem. Most startups are passionate about their idea of ??how they can ignore all of its uselessness. Of course, to objectively evaluate your idea of ??the very difficult, but it will greatly help you in achieving success in the future.

Do not know how to persuade investors to invest in your business? You can help just the facts. The fact that investors are firmly on the ground just because they see all the benefits of the case, they are able to myslt categories. Therefore, use only the actual business performance. You will be useful not only general information and forecasts for the market, but the statistics confirming an increase in the customer base and the development of the company as a whole.

It should be noted that the opening of business – this is an area which is the most difficult to plan and predict. Perhaps this is its main advantage.

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