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Формулы прибыли и бизнес-модели
Запись онлайн-встречи
Проблема О чем шла речь на онлайн-встрече.
Допустим у нас есть контентный проект/портал по недвижимости в подмосковье с посещаемостью около 20 тыс. в сутки. Основной источник трафика – SEO. На сайте много статей, и когда-то он неплохо проиндексировался поисковиками. Жили они себе жили, увешивали все возможные места баннерами с кредитными картами и ипотекой. Баннеры продавали по $100 – 1000 за 1 баннер в месяц, зарабатывали около $20k – на жизнь хватало.
Но пришла осень 2015-го, изменились алгоритмы поиска. Все больше влияния стало уделяться поведенческим факторам и полезному контенту. И оказалось, что люди пребывают на этом пестром сайте, увешанном баннерами не более 1 мин. – дольше не выдерживают. Яндекс и Гугл стали расценивать контент такого сайта как низкосортный. Трафик упал в 2 раза. Рекламодатели стали отваливаться.
Встал вопрос – как жить дальше?
Обычно на ум приходит 5 возможных сценариев:
Заставить продавцов продавать никому не нужную хрень задорого. На коротких дистанциях харизма работает, но без ценностного предложения быстро испаряется. Начать писать качественные тексты и статьи. Чтобы поисковики вновь полюбили этот сайт. Но это достаточно долго и дорого Перейти к другой модели монетизации. Возможно вместо продажи баннеров по CPM, более простым окажется участие в партнерских программах и лидогенерация Перейти к совсем другой бизнес-модели. От рекламной, например к транзакционной или по-подписке. Резко сократить затраты, всех уволить или совсем закрыть проект. 11 параметров по которым можно быстро оценить любой бизнес Для начала рекомендую ознакомиться с 1-й частью “формул прибыли” , там есть основные определения.
Чтобы оценивать гипотезы сделаем упрощенную модель в excel
Excel-шаблон доступен для скачивания тут (это начальная версия, чуть позже разберем более продвинутый вариант)
Итак, вот минимальный набор из 11 параметров, по которым можно быстро и грубо смоделировать любой бизнес или стартап:
1 Посетителей сайта/магазина User Acquisition, чел 2 Конверсия в лида, регистрацию С1, % 3 Лиды (заинтересованные, зарегистрированные) Leads, чел 4 Конверсия в оплату, в платящего С2, % 5 Всего платящих Buyers, чел 6 Средний чек AvP, руб 7 Средняя частота за период APC, раз 8 Маржа или комиссия Margin, % 9 Затраты на привлечение / рекламу Acq Costs, руб 10 Прочие затраты Expenses, руб 11 Операционная прибыль Operation Profit, руб
Далее нам нужно будет ответить на несколько вопросов, таких как:
Сколько нужно написать статей и какого качества, чтобы получить трафик 1M посетителей в месяц? Какой из способов монетизации трафика лучше подходит для данного случая:Баннеры по фиксированной цене. Размещение на неделю/месяц Показы – CPM Клики – CPC Лиды – CPL Комиссия с продаж, % Спецпроекты и т.д. Что если мы перейдем на другую бизнес-модель?Быть рекламной площадкой или продавать собственные товары? Быть транзакционными (много разовых покупок) или упор на сообщество и регулярное потребление (подписку) B2C vs. B2B – делать сервис для компаний или для физиков ? Marketplace vs. Собственный продукт? 1 продукт – бестселлер или “линейка” продуктов ? Если Marketplace – то с кого брать деньги? С партнеров или с пользователей ? 7 способов вырасти в 2 раза за 1 месяц Из нашей простой модели следует не менее 7 способов как можно вырасти в 2+ раза за ближайший месяц
Вот основные способы. Посмотрим, что будет если поочередно улучшать ключевые показатели хотя бы в 2 раза (на старте это вполне реалистично):
В 2 раза больше трафика. Подключить доп. каналы продаж. Но возрастают затраты на рекламу. В 2 раза повысить конверсию в оплаты. Видимо прийдется нанять продавца, который будет “дожимать” продажи, то есть увеличим затраты В 2 раза повысить конверсию в лиды. За счет более точного ценностного предложения, фокусировке на определенном клиентском сегменте. Возможный побочный эффект – снизится количество привлекаемых людей В 2 раза увеличить средний чек. Возможный побочный эффект упадет конверсия. В 2 раза увеличить частоту покупок. За счет программ лояльности и т.п. Все зависит от типа бизнеса – возможно и не получится В 2 раза повысить маржу. За счет снижения себестоимости – новые поставщики, свое производство и др. В 2 раза сократить затраты. Проблемы большинства проектов – начинают “дергать сразу за все ручки”. То есть и увеличивать трафик и поднимать цены и т.п. В итоге мероприятия могут взаимно гасить друг друга. Гораздо правильнее определить последовательность улучшений. Но как это сделать? Что делать в первую очередь – оптимизировать конверсию в оплату или снижать себестоимость?
Как найти “узкое место” и точку максимального роста? Для этого можно обратиться к Теории Ограничений . В общем-то “узкое место” – это тот параметр, который при наименьших усилиях даст максимальный рост. То, что больше всего сдерживает рост. То есть “узкое место” в нашем случае – это синоним “точки максимального роста”.
Для поиска “узкого места” мы попробуем улучшить каждый из параметров в 2 раза, независимо друг от друга и посмотрим, как измениться операционная прибыль. Из той же Теории Ограничений следует, что цель любого бизнеса – максимизация прибыли сейчас и в будущем (банально, но многие об этом почему-то забывают)
Нетрудно увидеть, что в нашей модели наибольшее влияние оказывают: а)конверсия в лиды – C1% и б)маржа. При увеличении С1% или маржи всего в 2 раза, операционная прибыль увеличивается в 8,5 (!) раз.
Итого, из нашей модели следует такая последовательность устранения “узких мест” (назовем ее мини-стратегией):
Сначала сфокусировать ценностное предложение и увеличить конверсию в лиды Далее, по возможности выжать все что удастся из нашей “маржи” Потом – повысить конверсии в оплату Далее попытаться увеличить частоту покупок существующих клиентов И уже после пытаться привлекать новых клиентов Сокращать издержки и поднимать цены в нашей модели мы будем в последнюю очередь. Но, оговорюсь – это всего лишь модель, причем достаточно грубая. Более того, ее нужно заново пересчитывать после каждого шага. Та еще задачка.
Качественная и количественная бизнес- модель. 12 блоков Естественно каждую модель стоит строить качественно и количественно. Некоторые используют модель Остервальдера (но там совсем детский сад). Я обычно использую чуть более продвинутый вариант. Модель из 12 блоков в trello + метрики в excel
Об этом обо всем см. видео выше.
Ссылки и другие полезные статьи
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2016-01-17T12:58:00+00:00 Алексей, спасибо, что добавили текстовку по второй части видео в статью, потому что на слух тяжеловато воспринимать.
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2016-01-17T12:58:00+00:00 Алексей, спасибо, что добавили текстовку по второй части видео в статью, потому что на слух тяжеловато воспринимать.
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2016-01-17T15:58:00+00:00 Алексей, спасибо, что добавили текстовку по второй части видео в статью, потому что на слух тяжеловато воспринимать.
Алексей Черняк co-Founder, exCEO - Groupon Russia (Darberry.ru)
Сооснователь ProductUniversity.ru
Сооснователь UnitedInvestors.ru
Учился в МИФИ, проходил EMBA в Stanford
Интересуюсь разными бизнес-моделями, когда возникает задача, пытаюсь найти 10 вариантов решений, решил вести об этом блог.
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Сооснователь ProductUniversity.ru
Сооснователь UnitedInvestors.ru
Учился в МИФИ, проходил EMBA в Stanford
Когда возникает задача, пытаюсь найти 10 вариантов решений, решил вести об этом блог.