A famous Chinese proverb says that if we are sitting at the waterfront, mouthwatering for the big fishes out there and do nothing, we would be better off to take a step back to build a fishing net to catch the fish instead. So, instead of spending time to go over the modern business concepts yourself, I wish I could outline the most important ones to you.
Some years ago I have discussed with you the business model of Google and joked that it would be perhaps the last successful business attempt for computer geeks to take advantage of worldwide webs in review of the IT stock market meltdown at that time. For viable products such as the Blackberry of Research In Motion,one of the successful business ventures from Waterloo, it finally took off when the capital market revived.
In fact, various new ventures have since sprung up and kept growing to the point that these young entreprenuers have attracted seeds money from Angel investors and further developed their website from a hobby-like site to a viable business entity. The founders of My Space and Facebook are the cases worth studying.
Facebook is a social networking website that launched on February 4, 2004. The website is free to use and allows users to join one or more networks, such as a school, place of employment, or geographic region in order to easily connect with other people in the same network. The name of the website refers to the paper facebooks that depict members of a campus community that some American colleges and preparatory schools give to incoming students, faculty, and staff as a way to get to know other people on campus.
Mark Zuckerberg founded Facebook while still a student at Harvard University. Website membership was initially limited to only Harvard students, but was later expanded to include any university student, then later to high school students, and finally, to anyone aged 13 and over. Facebook has met with a certain amount of criticism and controversy in its short lifespan because of privacy concerns, the politics of its founders, and censorship issues.
The website has more than 64 million active users worldwide. From September 2006 to September 2007, the website’s ranking among all websites, in terms of traffic, increased from 60th to 7th, according to Alexa. It is also the most popular website for uploading photos, with 14 million uploaded daily.
All these guys started from a humble setting when they have nothing to lose but everything to gain. They realize that people need to socialize even more despite the aloof nature of modern life. The latest development of IT technology only serves to make the networking and socializing a wish come true. Now, in addition to the traditional mass media, such as store windows, bill boards, newspapers, brochures, flyers, TV, radios or phones, the new media of internet and cell phones have generated substantial advertising revenues now and would be more and more important, because of real time advertising and mass coverage.
Main thrusts of modern theories and research findings on human nature that have formed the cores of business, marketing and advertising:
(A) The product or service really meets the needs of human beings. According to the famous Maslow’s Heirachry of Needs, people usually have to fulfill their basic physiological needs of maintaining their survival, such as food shelter and sex, etc. A medium, say an ad or a sales pinch arouses a need to become a want.
Then people will move up to the higher levels of affiliation and self-esteem. (For example, I am from Harvard. I’m associated with IBM. I am an university graduate. I am a doctor when the medical profession is highly regarded and well paid in a society. Or, instead of associating with the main stream values, some groups form an alliance because of their minority and underdog backgrounds.) Then, sitting at the highest Heirachy is the self-actualization need. People usually try to move to a higher level after their lower-level needs have been substantially satisfied. However, a satisfied need is no longer a motivator ( but remains as a good maintainer) and only the non-satisfied needs are still motivating. This theory gives us a broad framework of human behavior in addition to the findings of psychology. There are extremes, of course. For example, some people have stronger needs for basic needs, drinking and eating good food and sex and stay at that level, while some people, e.g. artists sublimate their needs to the highest level of self-actualization even though they are poor and not famous.
(B) Human Life Cycle in a given society
While it often observes work as the fulfillment of needs, the basic phases of career development throughout the life cycle are rather similar irrespective of culture. People go through the phases of infancy, young childhood, childhood and adolescence, adolescence, young adulthood, adulthood and middle age and finally middle and old age. Levinson (1978) has adapted the Erikson model of life’s stages to a person’s career. Six phases are suggested:
(1) Ages 16-22 – Pulling up Roots;
(2) Ages 22-29 – Provisional Adulthood;
(3) Ages 29-32 – A Transitional Period;
(4) Ages 32-39 – Settling Down;
(5) Ages 39-43 – Potential Mid-life Crisis;
(6) Ages 43-50 – Re-establishing and Flowering.
Although the exact age group may vary from a society to another and so may the emphasis on each age group. Current research will throw light on the relative importance of a certain age group in a given time, as far as a career is concerned.
(C) Product Life Cycle – a product (service) goes over similar phases like a human life. It starts with from the infancy/start-up phase with nobody knows to another phase of rapid development of maturation and growth. Of course, many products got killed at this initial stage and fail to grow up for many reasons. Demand is usually low and cost is therefore high. But, essentially, a bad product will fail ultimately if it cannot fulfill the needs of human beings. A good product will survive and grow to reap profit and fame. For how long? It all depends on the nature of products, competitive products, market positioning and branding. Good marketing strategies can substantially help a product to solidify its market leadership and share and differentiate the product from similar ones. Hence, the importance of advertising and branding over a longer haul.
However, every product will reach its maturity, decline and become outdated because of changing tastes, technological breakthroughs, competitive products and poor management. At mature stage, a product such as Coke sees its profit margin going down, advertising spendings going up, eroding market shares. The company has to launch new products or expand market territories constantly to maintain their momentum. If a founder is not a good manager, he/she should give rein to more capable managers to head the company.
For many years, a lot of innovative products are rather “product-oriented”, that is the consumers have not much say as to what exactly the product should be.
For instance, before WW2 and some post war years, most products are designed to last for a life time to give the best value to consumers. However, of course, affluent western nations, USA in particular, have seen Fast Food Consumerism. Products life gets short and short. Recent environmental concerns may create a curb on this Fast Food Consumerism and bring marketing back to the traditional focus on giving good value to customers, scalability/flexibility and environment-friendliness, etc.
(D) Economic Business Cycle – The economists, businessmen and even laymen knows that the economy goes through a cycle of up, peak , then down to a new trough and then another cycle. It seems to be an undesirable evil of modern capitalism. A wise businessman knows when to start up, expand and when to retrench. Otherwise, even a viable business will get wiped out. In good time when there is a lot of money around and interest rates are relatively low, this is the best time to raise public money. From the perspectives of a government, the Federal Reserve Bank of USA or the Central Bank of Canada adopt various monetary policies by changing interest rates and money supply to help fine-tune the economy.
(E) Good timing and Actions – Think once is good, think twice is prudent, think 3 times and you’ll let the chance to slip away. As far as, you are open to new learning, self- reflection and improvement, you can be entrepreneur. Of course, not everyone is born entrepreneur. Some just play around with their hobbies and bump into a business opportunity by chance. If you enjoy only working in existing organizations, you can be an intra-preneur, a person of bringing about changes and reforms within an organization.
(F) Most new business start-ups begin with a very simple buy viable business concept and a niche product and based on this market niche, they grow and expand by integrating with customers’ feedbacks and by acquisition. Why acquisition? It’s to buy time and get a good product, management talents or a entry into a new business field or territory. It saves time and usually makes strategically sense. For example, to eliminate a very strong competitor. Miscrosoft acquired Netscape. But, even large companies made a lot of mistakes acquiring another company. Instead of buying a viable product, they paid too much for a junk.
(G) Know your bottom line and come up with a game plan and a budget.
(H) Know the talents and shortcomings of yourself and your team and keep motivation at high level. With a good click, motivated people are very very powerful and the only challenge is to direct this energy to achieve a common goal!
(I) Protect your source codes and get the proper registration of web name and patents in due course.