Sun boss has confirmed the small business project of color key. After careful investigation and detailed analysis, he chose a brand called thousand color key, and became a franchisee of thousand color key. Thousand color color key is made of super hard and high strength alloy material. It is produced by Korean new polymer spraying technology. Compared with other similar products, it is not easy to break, the coating is not easy to fall off and wear. There are only slight scratches in and out of the lock hole for more than 200 times. Although the color key is of high quality, it is trustworthy in quality. Sun boss believes that the color coating as the main selling point is Every consumer is concerned about the first question. In the case of little difference in pattern and color, it is very important to choose a brand with guaranteed quality compared with those products with mulberries that can scrape off the surface pattern with nails. It is very important to establish their consumer confidence in the process of accepting the product.

The franchise fee of qianse company is 3000 yuan. One horizontal and vertical key matching machine, two sets of work clothes, four small ornament exhibition stands, business cards and publicity pictures must be purchased for the first time, and the unit price of common key embryo plus freight and loss is equivalent to 2.1 yuan. Boss Sun visited some key points, found the common key type order, and then entered some key bags, key buttons and other small boutiques to qianse company, paid the franchise fee and payment totaled 12000 yuan. Then he rented a small shop with about six square square meters in the most prosperous commercial pedestrian street in the city center, with a monthly rent of 2800 yuan, and the deposit is two months rent, with the lease term of half a year. Boss sun expects the daily turnover to be 400 yuan one right, the product cost and expense are about 230 yuan, the net profit can reach 5000 yuan a month, and all investment can be recovered in five months.

Before opening business, boss sun asked people to send out the leaflets to universities and business districts purposefully. Each leaflet marked the location and opening date of the store. On the day of opening, the store was very popular. However, after some keys were assigned, the customer could not open the lock when they went home. Boss sun asked two keying machines to know. The one was one of them The accuracy of horizontal key matching machine is not allowed to be adjusted, while the other vertical key matching machine can only be used after repair. Original thousand color company to compress cost, buy is low price of the poor quality key matching machine, accuracy is poor to the extent that can not be used. In order to keep so-called trade secrets, the location and contact information of the manufacturer of key matching machine were deleted. It is impossible to ask the manufacturer to repair or replace the machine which can be used normally. All helpless, sun boss had to spend more than 800 yuan to buy two key machine.

Sun originally expected about 40 color keys a day, but in fact, he could only sell more than ten keys a day. In fact, many customers have the job of consumption after entering the store: to, but finally give up the purchase. On the one hand, there are hundreds of patterns for color keys, more than 50 key types, tens of thousands of collocations, and favorite patterns, but keys can not be matched. There are suitable key types, but they don't like the existing patterns. On the other hand, key models vary widely from place to place. There are often very subtle differences between different models. Some guests can only use a large number of keys to make them With oneortwo, I gave up consumption and stopped asking the law. In the process of preparing the key, the surface of the tooth opening position must be ground off for finishing. Although this is normal, it does not affect the male design of the key handle, but there are very picky customers who refuse to pay for this reason. Boss sun can only collect the key before matching the key. More customers think the price is high, matching a color key needs 10 yuan, and a common key only needs oneortwo yuan, two-phase comparison, look at also go.

After some thinking, boss sun reduced the price of single product from 10 yuan to 8 yuan. He asked those customers who had found the right key type to leave contact information and customized with qianse color key company before informing the customers to purchase, but the effect was still not ideal.

Customers are not satisfied with the price drop of 10 to 8 yuan. At that time, the customer's desire to find the right key type of customer was just a flash. After that, they seldom wanted to go back to buy them on a special journey. Only a few customers accepted customized goods with the psychology of hard to buy love with thousands of gold. However, the purchase mode of 50 pieces per box also made the product more and more serious.

The biggest headache for boss sun is that there is no professional technology, and can not achieve the key type to be changed into the key type required by similar key type. Moreover, the material of color key is super hard, which not only has serious wear on the key matching machine, but also has higher technical requirements for the processors. Even if you ask a skilled master to match the key, you can not avoid the key that can not be unlocked. Especially, more than 20 key types such as computer key, anti-theft computer key and special computer key made up of vertical key matching machine often lead to this situation. If the repair and re matching cannot be solved, they have to refund to customers, and suffered a lot of losses.

Boss sun thought of some boutiques and key points as wholesale business of color keys. But during the marketing process, it was found that the boutique could not provide key matching service at all, while the key point also engaged in bicycle repair and leather shoes repair business. The color key display on such a crude stall could not be at the price of high-quality products. The profit of wholesale is only about 0.6 yuan per month, and about 600 pieces can be approved every month. The income of more than 300 yuan is not enough to pay for transportation and communication, let alone advertising expenses.

Although he has made every effort to solve the problem, boss sun has a daily turnover of more than 100 yuan, but the operating expenses need nearly 200 yuan. After three months of hard support, he finally gave up the operation of color key.

In fact, the concept of the project is very creative, and it is not the first one. The disadvantages that it can not avoid are: first, color key is not a small-scale business project that can be carried out with thousands of yuan. It is calculated by the average price of two yuan. Each box of five patterns has 50 pieces, and the 50 key type needs 5000 yuan. This is the basic goods to be entered. The common key type must also have more patterns. One key type should be matched with hundreds of patterns. According to the most commonly used six types, each 200 patterns will require 24000 yuan. Only a certain variety of colors can be achieved; hesufficient for most customers' consumption. Plus the joining fee and other expenses, the minimum investment is about 50000 yuan. Secondly, due to the raw materials and existing technology, the product cost is still kept in a relatively high water thousand, and it is impossible to choose products with low price and poor quality simply to reduce the cost. There is a certain conflict between customer's consumption confidence and economic affordability. Third, the definition of color key as practical boutique is a very embarrassing concept. As a special operation of boutique projects, it is impossible to pay high rent in commercial area by making color keys alone, and must employ experienced and skilled key matching master to operate, and the operating income is often unable to maintain expenses. As a wholesale business, its business route is too unclear, and the trend of goods has become an unsolvable problem. Only when its production cost is close to the ordinary key, can it take the popular route to achieve the purpose of ensuring profit by sales.

Through the failure of entrepreneurship, boss sun deeply realized the hardships of entrepreneurship, but she was still confident to continue her own entrepreneurial process, and she also got the following results after the failure:

1. At the beginning of the business, capital may not be much abundant, but the operating capital should be sufficient,

2. We should do a thorough market investigation and research before we do it,

3. It is not enough to choose investment projects with new ideas, but also need the products to have a market base,

4. To analyze the psychology of consumers deeply, we can not make subjective assumptions about the direction and product price.

Random reading of management story: the will of the rich man

A rich man has been seriously ill and has no help, and the only only child is far away from home. Knowing that his death was near, but he was afraid of greedy servants' encroachment on property, he made an undeniable will: my son could choose only one of his possessions, and the rest to my servant. After the rich man died, the servant went to look for the master's son with a will with joy. After reading the will, the son of the rich man thought about it, he said to his servant, "I decided to choose the same thing, you.". The clever son immediately got all his father's property. Shooting first, catching the king first, grasping the key to win will receive twice the effect of half the effort. The key to deal with the crisis is to solve the origin of the cause. Before you do anything, think about the original task of the matter. You can lift a long string of zongzi with the rope head of brown son.