Emidlalweni yokuncintisana yezimakethe zanamuhla - ikakhulukazi ezimbonini ezihamba phambili - okugqamayo wumjaho webanga elide, hhayi ukugijima. Kunama-levers amaningi ahlukene ongawadonsa ukuze abe nomthelela ekukhuleni kwebhizinisi, okwenza ukunquma ukuthi uzogxilisa kuphi isikhathi sakho nezinsiza kube yinselele emangalisayo.
Uma kuziwa ekulinganiseni izinhlelo zakho ezihambisanayo, isu le-piecemeal ngeke lisike. Kunalokho, udinga indlela ephelele ebona isithombe esikhulu futhi evumelane nokwehla nokugeleza kokusebenza komkhiqizo. Sizobhekisisa izinselelo ozobhekana nazo njengoba uzama ukukala futhi uhlonze ezinye zezixazululo zokuzinqoba.
Isimo sokuncintisana
Thatha imboni kamatilasi, isibonelo: Yimakethe egcwele abantu lapho imikhiqizo ihlale ilwela ukugqama. Esikhaleni sokuncintisana esinjalo, ukushintshwa kwezikhundla zomkhiqizo kumasayithi okubuyekezwa kunomthelela omkhulu ekuthengisweni. Lawa mazinga angashintsha umbono womthengi kanye nezinqumo zokuthenga ngobusuku obubodwa.
Njengomgcini womkhiqizo, kubalulekile ukuthi ungaqondi nje ukuthi uhlobo ngalunye lusebenza kanjani ngokuzimela kodwa nokuthi luthonyana kanjani. Lokhu kusho ukuthi udinga ukwazi ukuthi ukukhuphuka noma ukwehla komkhiqizo othile kukuthinta kanjani ukuma kwakho nabathengi.
Kungani udinga indlela ephelele
Uma uphethe inkampani engumzali enemikhiqizo kamatilasi amaningi ngaphansi kwephiko lakho, cabanga ngesu lakho njenge-ecosystem. Umkhiqizo ngamunye uyibhizinisi eliyingqayizivele, kodwa umthelela wabo ohlangene uqhuba impumelelo yebhizinisi eliyinhloko. Ukuhlukanisa ukusebenza komuntu ngamunye kuyinselelo njengoba lokho okusebenzela uhlobo oluthile kungase kuthinte omunye.
Cabanga ukuthi i-Brand A, ngaphambilini eyaziwa ngokunethezeka, yethula umatilasi ovumelana nesabelomali. Ngaleso sikhathi, i-Brand B, evela emndenini ofanayo, ibijabulela impumelelo phakathi kwamakhasimende aqaphela ibhajethi. Impumelelo ye-Brand A ingase idle isabelo semakethe sika-Brand B uma ingaphathwa ngendlela efanele.
Ukuzivumelanisa nezinguquko kumazinga
Amazinga ezingosini zokubuyekeza ayashintshashintsha njalo. Bangashintsha ngakho konke ukwethulwa komkhiqizo omusha noma umkhankaso wokumaketha. Futhi ukubuyekezwa kwekhasimende okukodwa nje (ikakhulukazi uma kuhamba ngegciwane) kungabangela umkhiqizo ukhuphuke noma wehle ezilinganisweni. Ukhiye wokuzijwayeza nalawa mashifu usekusheshiseni - ikhono lokuzungeza ngokushesha ngokusekelwe kumandla emakethe.
Kufanele uhlale ukulungele ukugibela igagasi lokugxuma okungalindelekile kumazinga. Futhi uma umkhiqizo wakho ushibilika, kufanele ulungele uhlelo lokulawula umonakalo ukuze unciphise imithelela yalolu shintsho. Kunoma ikuphi, ukushesha ezinyaweni zakho kubalulekile.
Iziphakamiso zempumelelo
Uma uphethe amabhrendi amaningi, nanka amathiphu ayisikhombisa angakusiza ugcine ibhizinisi lakho lisendleleni efanele:
1. Sebenzisa ukuhlaziya idatha
Gxila kudatha yakho ukuze uqonde ama-nuances okusebenza komkhiqizo. Thola ukukhuphuka kuqhinga lakho lezibalo futhi ukhombe ukuthi yiziphi izici ezenza umthelela omkhulu ekusebenzeni komkhiqizo. Lokhu kujula okujulile kuzokusiza wenze izinqumo ezinolwazi futhi ulindele izitayela zemakethe.
2. Balance brand positioning
Qinisekisa ukuthi umkhiqizo ngamunye unendawo ecacile, ehlukile ehambisanayo kunokuncintisana nemikhiqizo yodade. Nciphisa ukunqwabelana kwezimakethe futhi uqinisekise ukuthi umkhiqizo ngamunye uqondise ingxenye ethile yezethameli.
3. Yamukela ubunono
Thuthukisa amandla okushintsha amagiya ngokushesha. Uma umkhiqizo wehla ezilinganisweni, lungele ukuhlola kabusha futhi ulungise isu lakho.
4. Hlaziya njalo
Imakethe ayilokothi ilale, kanjalo nesu lakho akufanele. Hlola njalo indlela yakho futhi ulungele ukuyilungisa.
5. Yiba phakathi kwamakhasimende
Njalo sebenzisa ukwaneliseka kwekhasimende njengeNkanyezi yakho yaseNyakatho. Amakhasimende ajabule angabasekeli bakho abangcono kakhulu, futhi ukubuyekezwa kwabo kuzokwenyusa izinga lakho.
6. Gxila ekusebenzisaneni
Gqugquzela isiko lokusebenzisana phakathi kwemikhiqizo yakho. Azikwazi ukuhlala endaweni engenalutho. Ngezikhathi ezithile, hlanganisa ndawonye abasunguli bomkhiqizo ngamunye futhi ubanike ithuba lokwabelana ngemibono namasu.
7. Sebenzisa ukumaketha okusha
Amakhasimende ahlala egcwele izikhangiso nokuqukethwe kokumaketha. Uma ufuna ukugqama kwamanye amabhizinisi alwela ukunakwa kwawo, kufanele usungule. Gxila kulokho okwenza amabhrendi akho ahluke futhi abe ngcono.
Ukuvula indlela eya phambili
Ukuzivumelanisa nezinguquko, ukulinganisa izwi eliyingqayizivele lomkhiqizo ngamunye, nokuqinisekisa ukuthi isu elihlangene lihambisana nokuguquguquka kwemakethe kubalulekile. Kuyisenzo sokulinganisa, kodwa ngendlela ehlangene, ungaphumelela embonini yokuncintisana.
Ingxenye engcono kakhulu ukuthi, akudingeki uhambe wedwa. I-Acceleration Partners inamandla namandla okuqhubeka nokukhula nokuzivumelanisa nezimo embonini nasemhlabeni ohlukahlukene. Noma ngabe yiziphi izinselelo noma izimakethe ezincintisanayo okungenzeka ukuthi ubhekene nazo, kunesixazululo esiyingqayizivele laphaya.
Umthombo ovela accelerationpartners.com
Ukuzihlangula: Ulwazi olubekwe ngenhla lunikezwa i-accelerationpartners.com ngaphandle kwe-Cooig.com. I-Cooig.com ayenzi izethulo namawaranti mayelana nekhwalithi nokuthembeka komdayisi nemikhiqizo.
