Umntu akanakuqhuba ishishini engakhange acinge ngengeniso. Ingaphezulu kwenani kwingxelo yezemali-yisiseko sayo yonke into eyenziwa ngamashishini. Yinto yokuqala abatyali-mali ababuza ngayo, indlela yokuphila yokuhlawula iqela, kunye nesiqalo sokucwangcisa ukukhula.
Ngaphandle kokuqonda okucacileyo kwengeniso, amashishini aya kuba engaboni kakuhle. Kodwa ungakhathazeki. Ukubala ingeniso ayiyonzululwazi yerokhethi. Nje ukuba abanini bamashishini baziqonde iziseko, kuba lula kunokuba banokucinga. Oko kuthethiweyo, ukubala ingeniso akusoloko kulula njengoko kubonakala. Inkqubo inokwahluka ngokuxhomekeke kwimodeli yeshishini, nokuba iibrendi zithengisa iimveliso, iinkonzo, okanye imirhumo.
Esi sikhokelo siya kukuhamba ngokubala ingeniso ngenyathelo, ukubonelela ngemizekelo yehlabathi lokwenyani, kunye neengcebiso zokwabelana ukuqinisekisa ukubala okuchanekileyo. Ekugqibeleni, uya kube ukulungele ukulawula iimali zeshishini lakho ngokuzithemba.
Isiqulatho
Yintoni ingeniso, yaye kutheni ibalulekile nje?
Indlela esisiseko yokubala ingeniso
Ukubalwa kwengeniso yeemodeli ezahlukeneyo zoshishino
Ulungelelwaniso olu-4 oluqhelekileyo ekubaleni ingeniso
Iimetriki eziphambili zengeniso zokulandelela
Ukusondeza phezulu
Yintoni ingeniso, yaye kutheni ibalulekile nje?
Masiqale ngezinto ezisisiseko. Ingeniso yeentengiso sisixa esipheleleyo esifunyanwa lishishini ngokuthengisa iimveliso okanye iinkonzo zalo. Yicinge "njengomgca ophezulu," umzobo wokuqala kwingxelo yengeniso. Ayifani nenzuzo—ingeniso yinto eseleyo emva kokuthabatha iindleko. Kwelinye icala, ingeniso inika amashishini ukujonga ekrwada ukuba yimalini na ingeniso abayenzayo ngaphambi kokuba kungene enye into.
Ithini ingeniso iyonke?
Ingeniso iyonke igubungela yonke into efunyanwa lishishini ngokuthengisa iimveliso okanye iinkonzo, kubandakanya imali evela kweminye imithombo efana nokuthengisa, impumelelo yabathengi kunye notyalo-mali. Idla ngokuba phezulu kunengeniso yentengiso kuba idibanisa ingeniso evela kuyo yonke ingeniso, oku kuthetha ukuba inobalo olwahluke kancinane kunengeniso yentengiso.
Kutheni ingeniso ibalulekile?
Yiba nomfanekiso-ngqondweni ucwangcisela ikamva leshishini ngaphandle kokwazi ukuba yimalini eliza nayo. Akunakwenzeka, akunjalo? Ingeniso sisiqalo phantse kuzo zonke izigqibo zemali, ukusuka kuhlahlo lwabiwo-mali kunye nokuqeshwa ukuya ekukhuleni koqikelelo. Ikwayelinye lamanani angundoqo abatyali-mali nababolekisi abajongana nawo xa besenza isigqibo sokuba bayalixhasa na ishishini.
Indlela esisiseko yokubala ingeniso yeentengiso
Kumashishini amaninzi, ifomyula yengeniso ilula kakhulu:
Ingeniso yeeNtengiso = IiYunithi eziThengisiweyo × i-Avareji yeXabiso lokuThengisa (ASP)
Masiyicazulule loo nto:
- Iiyunithi ezithengiswayo: Zingaphi iimveliso okanye iinkonzo ezithengiswe lishishini ngexesha.
- Ixabiso Eliphakathi Lokuthengisa (ASP): Amashishini amaxabiso aphakathi athengisa iyunithi nganye emva kwezaphulelo kunye nokunyuswa.
Umzekelo, ukuba ivenkile yefashoni ithengisa ii-T-shirts ezingama-500 ngexabiso eliphakathi le-US$20 inye, ingeniso yazo iya kuba:
500 × 20 = US$ 10,000
Kuvakala kulula, akunjalo? Inokuba nzima ngakumbi ngokuxhomekeke kwimodeli yeshishini. Nantsi ukujonga indlela oku kusebenza ngayo kwiindidi ezahlukeneyo zamashishini.
Iyonke ifomula yengeniso
Ingeniso iyonke inceda amashishini abone ukuba ixabiso liyichaphazela njani imfuno yemveliso. Yeyona ndlela ilungileyo yokubona ubudlelwane phakathi kwexabiso kunye neentengiso nangaliphi na ixesha. Nantsi indlela yayo elula:
Iyonke iNgeniso = Ixabiso x Ubungakanani obuthengisiweyo
Ukubalwa kwengeniso yeemodeli ezahlukeneyo zoshishino
Ishishini ngalinye lahlukile, kwaye indlela ababala ngayo ingeniso inokwahluka. Nantsi indlela esebenza ngayo kwezinye iimodeli eziqhelekileyo:
1. Amashishini asekelwe kwimveliso
Ukuba ishishini lithengisa iimveliso ezibonakalayo, ingeniso yalo ivela kwinani leeyunithi ezithengisiweyo ziphindwe ngexabiso ngeyunithi nganye. Oku kuvakala kulula, kodwa khumbula ukubala iimbuyekezo, iimbuyiselo, kunye nezaphulelo.
Umzekelo:
Masithi ivenkile yefowuni ithengisa izixhobo ze-1,200 nge-US $ 50 nganye. Nangona kunjalo, abathengi babuyise izixhobo ze-100. Nantsi indlela ingeniso yayo eya kujongeka ngayo:
Ingeniso = (1,200−100) × 50 = 1,100 × 50 = US$ 55,000
Qaphela: Khumbula, ingeniso iyonke yimbuyekezo phambi kobalo. Ingeniso eseleyo yinto eseleyo emva kolu hlengahlengiso.
2. Amashishini asekelwe kwinkonzo
Ingeniso yamashishini eenkonzo ixhomekeke kwinani labathengi ababonelelwayo okanye iiyure ezisetyenziweyo ziphindaphindwe ngexabiso elibizwayo. Ifomula itshintsha kancinci apha:
Ingeniso = Inani labathengi (okanye iiyure) x ixabiso eliqhelekileyo leenkonzo
Umzekelo:
Umyili ozisebenzelayo ubiza i-US$100 ngeyure kwaye usebenza iiyure ezili-150 ezihlawulelwayo ngenyanga.
Ingeniso = 150×100 = US$ 15,000
Le modeli inokubandakanya iintlawulo ezisekelwe kwiprojekthi, ezinokuhluka ngenyanga.
3. Amashishini e-E-commerce
Iiplatifti ze-e-commerce zihlala zibandakanya izaphulelo, imbuyekezo, kunye nokunyuswa, okunokuthi kube nzima ukubala. Qinisekisa ukuba uphendule ngolu hlengahlengiso.
Umzekelo:
Ivenkile ye-intanethi ithengisa izinto ze-600 kwi-US $ 25 nganye, kodwa abathengi babuyisela i-10%.
Ingeniso = 600 × 25 × (1 − 0.10) = 600 × 25 × 0.90 = US$ 13,500
4. Amashishini asekelwe kumrhumo
Iinkampani ezisebenzisa iimodeli zobhaliso zingabala ingeniso yazo ngokusekelwe kubabhalisi bazo kunye nexabiso lomrhumo. Nanku umzekelo omhle: masithi inkonzo yokusasaza i-avareji ye-5,000 yababhalisi abahlawula i-US $ 30 ngenyanga. Ingeniso yenyanga yenkampani iya kujongeka ngolu hlobo:
Ingeniso = 5,000 × 30 = US $ 150,000
Enye into eyenza le modeli ikhethekileyo yindalo yayo ephindaphindiweyo. Ngesi sizathu, amashishini anokuqikelela umvuzo wawo.
Ulungelelwaniso olu-4 oluqhelekileyo ekubaleni ingeniso
Ingeniso ayifane ifike icocekile kwaye ilula. Nazi ezinye izilungiso eziqhelekileyo ezenziwa ngamashishini:
- Iimbuyekezo kunye neembuyekezo: Thabatha ixabiso lazo naziphi na izinto ezibuyisiweyo okanye ezibuyiselweyo ukuze ufumane ingeniso yakho eseleyo.
- Ingeniso erhoxisiweyo: Ukuba abathengi bahlawula kwangaphambili ngenkonzo (njengomrhumo wonyaka), bala kuphela isabelo esihambelana neenkonzo esele zinikezelwe.
- Izaphulelo kunye nentengiso: Lungisa i-ASP ukuze ibonise naziphi na iintengiso okanye iintengiso eziqhutywe lishishini ngelo xesha.
- Uguqulo lwemali: Kwiintengiso zamazwe ngamazwe, guqula ingeniso yangaphandle ibe yimali esisiseko usebenzisa amaxabiso otshintshiselwano lwangoku.
Iimetriki eziphambili zengeniso zokulandelela
Ukubala ingeniso sisiqalo nje. Ukuqonda naliphi na ishishini impilo yezemali, hlala ujonge ezi metrics:
- Izinga lokukhula kwengeniso: Le metric ibonisa ukuba ingeniso inyuka ngokukhawuleza kangakanani ixesha. Nantsi indlela yokuyisebenzisa
Izinga loHlumo = iNgeniso yangoku – Ingeniso yangaphambili / iNgeniso yangaphambili × 100
- Ingeniso ngeyunithi (RPU): Le metric iya kunceda amashishini alandele ingeniso yawo eqhelekileyo ngenkonzo nganye okanye imveliso ethengisiweyo.
- Ixabiso lobomi boMthengi (CLV): Amashishini arhumayo adinga le metric ukuze abone ukuba yimalini anokuyilindela kubabhalisi kubomi babo bonke.
- Ugxininiso lwengeniso: Amashishini anokusebenzisa le metric ukumisela ukuba ingeniso yabo ixhomekeke kwiimarike ezithile okanye abathengi. Ukuba kunjalo, le yimeko eyingozi kakhulu ukuyiphepha.
Ukusondeza phezulu
Ngelixa ukubala ingeniso kubalulekile, amashishini kufuneka akhumbule ukuba ayizizo zonke iintlobo zengeniso ezilinganayo. Ezona ntlobo zibalulekileyo ukuba uziqonde yingeniso eshiyekileyo kunye neyonke, njengoko ukwenza impazamo kwezi zimbini kunokuxabisa kakhulu iinkampani. Ngelixa ingeniso epheleleyo ilawula yonke ingeniso yokuthengisa, ingeniso yesambuku isusa ixabiso lempahla kwaye igxile kokuseleyo. Ukuqonda ukuba zombini zisebenza njani kunye nendlela yokubala ngokufanelekileyo kuya kunceda amashishini akhusele impilo yawo yezemali kwaye enze izigqibo ezikrelekrele ezinokukhokelela kuhlumo lwexesha elizayo.
