Khi d\u1ea1y “Kh\u1edfi nghi\u1ec7p” \u1edf ch\u00e2u \u00c1, t\u00f4i th\u1ea5y r\u1eb1ng nhi\u1ec1u sinh vi\u00ean c\u00f3 \u00fd t\u01b0\u1edfng hay nh\u01b0ng kh\u00f4ng th\u1ec3 n\u00f3i ra l\u1eddi tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb t\u1ed1t. X\u00e2y d\u1ef1ng l\u1eddi tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb l\u00e0 b\u01b0\u1edbc \u0111\u1ea7u ti\u00ean \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng cho c\u00f4ng ti kh\u1edfi nghi\u1ec7p. Nhi\u1ec1u sinh vi\u00ean th\u01b0\u1eddng nh\u1ea3y v\u00e0o ph\u00e1t tri\u1ec3n gi\u1ea3i ph\u00e1p tr\u01b0\u1edbc khi h\u1ecd hi\u1ec3u v\u1ea5n \u0111\u1ec1 hay t\u00ecm ra li\u1ec7u c\u00f3 c\u00e1c gi\u1ea3i ph\u00e1p kh\u00e1c tr\u00ean th\u1ecb tr\u01b0\u1eddng hay kh\u00f4ng. V\u00e0 \u0111\u00f3 th\u01b0\u1eddng l\u00e0 sai l\u1ea7m \u0111\u1ea7u ti\u00ean nhi\u1ec1u sinh vi\u00ean ph\u1ea1m ph\u1ea3i.<\/p>\n
L\u1eddi tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb l\u00e0 m\u1ed9t ph\u00e1t bi\u1ec3u gi\u1ea3i th\u00edch \u00edch l\u1ee3i g\u00ec ch\u00fang cung c\u1ea5p cho kh\u00e1ch h\u00e0ng. N\u00f3 m\u00f4 t\u1ea3 cho m\u1ecdi kh\u00e1ch h\u00e0ng, v\u1ea5n \u0111\u1ec1 h\u1ecd c\u00f3 v\u00e0 c\u00e1ch sinh vi\u00ean c\u00f3 th\u1ec3 gi\u1ea3i quy\u1ebft, v\u00e0 t\u1ea1i sao gi\u1ea3i ph\u00e1p c\u1ee7a h\u1ecd l\u00e0 t\u1ed1t h\u01a1n nh\u1eefng ng\u01b0\u1eddi c\u1ea1nh tranh kh\u00e1c. X\u00e2y d\u1ef1ng l\u1eddi tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb t\u1ed1t \u1edf trong l\u1edbp c\u1ee7a t\u00f4i ph\u1ea3i tu\u00e2n thep qui tr\u00ecnh ba b\u01b0\u1edbc sau.<\/p>\n
\u1ede b\u01b0\u1edbc th\u1ee9 nh\u1ea5t, sinh vi\u00ean ph\u1ea3i x\u00e1c \u0111\u1ecbnh v\u1ea5n \u0111\u1ec1 m\u00e0 h\u1ecd mu\u1ed1n gi\u1ea3i quy\u1ebft. N\u1ebfu h\u1ecd c\u00f3 th\u1ec3 t\u00ecm ra v\u1ea5n \u0111\u1ec1 m\u00e0 nhi\u1ec1u ng\u01b0\u1eddi c\u00f3 nh\u01b0ng kh\u00f4ng th\u1ec3 gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c, hay gi\u1ea3i ph\u00e1p hi\u1ec7n th\u1eddi l\u00e0 kh\u00f4ng \u0111\u1ee7 t\u1ed1t, th\u00ec h\u1ecd c\u00f3 c\u01a1 h\u1ed9i t\u1ed1t \u0111\u1ec3 ti\u1ebfp t\u1ee5c. B\u01b0\u1edbc n\u00e0y y\u00eau c\u1ea7u sinh vi\u00ean nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng k\u0129 c\u00e0ng \u0111\u1ec3 nh\u1eadn di\u1ec7n c\u01a1 h\u1ed9i v\u00e0 hi\u1ec3u v\u1ea5n \u0111\u1ec1 \u1edf m\u1ee9c r\u1ed9ng h\u01a1n.<\/p>\n
B\u01b0\u1edbc th\u1ee9 hai y\u00eau c\u1ea7u sinh vi\u00ean tr\u1ea3 l\u1eddi b\u1ed1n c\u00e2u h\u1ecfi n\u1ec1n t\u1ea3ng.<\/p>\n
1. H\u1ecd c\u00f3 th\u1ec3 gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c v\u1ea5n \u0111\u1ec1 b\u1eb1ng vi\u1ec7c d\u00f9ng c\u00f4ng ngh\u1ec7 hi\u1ec7n th\u1eddi v\u00e0 k\u0129 n\u0103ng c\u1ee7a h\u1ecd kh\u00f4ng (nh\u01b0, H\u1ecd c\u00f3 k\u0129 n\u0103ng \u0111\u1ec3 l\u00e0m n\u00f3 kh\u00f4ng?)<\/p>\n
2. V\u1ea5n \u0111\u1ec1 c\u00f3 \u0111\u00e1ng gi\u1ea3i quy\u1ebft kh\u00f4ng? C\u1ea7n bao nhi\u00eau ng\u01b0\u1eddi \u0111\u1ec3 s\u1eeda v\u1ea5n \u0111\u1ec1 n\u00e0y (nh\u01b0, Th\u1ecb tr\u01b0\u1eddng ti\u1ec1m n\u0103ng l\u1edbn th\u1ebf n\u00e0o?)<\/p>\n
3. V\u1ea5n \u0111\u1ec1 c\u00f3 quan tr\u1ecdng kh\u00f4ng? Kh\u00e1ch h\u00e0ng ao \u01b0\u1edbc n\u00f3 \u0111\u01b0\u1ee3c gi\u1ea3i quy\u1ebft c\u1ea5p b\u00e1ch th\u1ebf n\u00e0o? (nh\u01b0, Kh\u00e1ch h\u00e0ng c\u00f3 tr\u1ea3 nhi\u1ec1u ti\u1ec1n cho n\u00f3 b\u00e2y gi\u1edd kh\u00f4ng?)<\/p>\n
4. C\u00f3 c\u00e1c gi\u1ea3i ph\u00e1p kh\u00e1c tr\u00ean th\u1ecb tr\u01b0\u1eddng kh\u00f4ng? C\u00f3 bao nhi\u00eau \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh? (N\u1ebfu \u0111\u00f3 l\u00e0 v\u1ea5n \u0111\u1ec1 quan tr\u1ecdng v\u00e0 c\u00f3 th\u1ecb tr\u01b0\u1eddng l\u1edbn t\u1ea1i sao ch\u01b0a c\u00f3 gi\u1ea3i ph\u00e1p t\u1ed3n t\u1ea1i? Hay t\u1ea1i sao ch\u1ec9 v\u00e0i gi\u1ea3i ph\u00e1p t\u1ed3n t\u1ea1i trong th\u1ecb tr\u01b0\u1eddng?)<\/p>\n
T\u00f4i bao gi\u1edd c\u0169ng nh\u1eafc nh\u1edf h\u1ecd: \u201cN\u1ebfu b\u1ea1n \u0111\u1ecbnh d\u00e0nh n\u1ed7 l\u1ef1c, ti\u1ec1n b\u1ea1c v\u00e0 th\u1eddi gian c\u1ee7a b\u1ea1n \u0111\u1ec3 b\u1eaft \u0111\u1ea7u c\u00f4ng ti, b\u1ea1n c\u1ea7n \u1edf v\u00e0o v\u1ecb th\u1ebf t\u1ed1t nh\u1ea5t c\u00f3 th\u1ec3 b\u1eb1ng vi\u1ec7c gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 l\u1edbn m\u00e0 \u0111\u01b0\u1ee3c c\u00e1c kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u1ea7n t\u1edbi, ng\u01b0\u1eddi s\u1eb5n l\u00f2ng tr\u1ea3 ti\u1ec1n cho n\u00f3. Kh\u00f4ng c\u00f3 l\u00ed do \u0111\u1ec3 l\u00e0m c\u00e1i g\u00ec \u0111\u00f3 t\u1ea7m th\u01b0\u1eddng ch\u1ec9 v\u1edbi v\u00e0i kh\u00e1ch h\u00e0ng v\u00ec b\u1ea1n s\u1ebd kh\u00f4ng th\u1ec3 n\u00e0o bi\u1ec7n minh \u0111\u01b0\u1ee3c cho c\u00f4ng ti kh\u1edfi nghi\u1ec7p. C\u00f4ng ti kh\u1edfi nghi\u1ec7p l\u00e0 vi\u1ec7c kinh doanh nghi\u00eam ch\u1ec9nh, v\u00e0 b\u1ea1n ph\u1ea3i l\u00e0 ng\u01b0\u1eddi doanh nghi\u1ec7p tr\u01b0\u1edbc h\u1ebft.\u201d<\/p>\n
B\u01b0\u1edbc th\u1ee9 ba l\u00e0 nh\u00ecn k\u0129 v\u00e0o v\u1ea5n \u0111\u1ec1 \u0111\u1ec3 nh\u1eadn di\u1ec7n c\u00e1c th\u1ee9 h\u1ecd c\u00f3 th\u1ec3 l\u00e0m m\u1ed9t c\u00e1ch duy nh\u1ea5t m\u00e0 ng\u01b0\u1eddi kh\u00e1c kh\u00f4ng th\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c. (nh\u01b0, D\u00f9ng c\u00f4ng ngh\u1ec7 m\u1edbi h\u01a1n hay t\u1ed1t h\u01a1n m\u00e0 ng\u01b0\u1eddi kh\u00e1c c\u00f3 th\u1ec3 kh\u00f4ng d\u00f9ng hay c\u00f2n ch\u01b0a \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n.) H\u1ecd c\u0169ng x\u00e1c \u0111\u1ecbnh h\u1ecd c\u00f3 th\u1ec3 l\u00e0m g\u00ec \u0111\u1ec3 ng\u0103n c\u1ea3n ng\u01b0\u1eddi kh\u00e1c kh\u1ecfi c\u1ea1nh tranh v\u1edbi h\u1ecd (nh\u01b0, \u0111\u1ec7 tr\u00ecnh b\u1eb1ng ph\u00e1t minh hay t\u1ea1o ra r\u00e0o c\u1ea3n \u0111\u1ec3 cho ng\u01b0\u1eddi kh\u00e1c kh\u00f4ng th\u1ec3 v\u01b0\u1ee3t qua \u0111\u01b0\u1ee3c.)\u00a0 \u0110\u00e2y l\u00e0 chi\u1ebfn l\u01b0\u1ee3c ph\u00f2ng ng\u1ef1, nh\u01b0ng l\u00e0 \u0111i\u1ec1u b\u1ea3n ch\u1ea5t v\u00ec, kh\u00f4ng b\u1ea3o v\u1ec7 b\u1eb1ng ph\u00e1t minh, ng\u01b0\u1eddi c\u1ea1nh tranh kh\u00e1c c\u00f3 th\u1ec3 sao ch\u00e9p \u0111i\u1ec1u h\u1ecd c\u00f3 v\u00e0 l\u00e0m n\u00f3 nhanh h\u01a1n, r\u1ebb h\u01a1n.<\/p>\n
\u0110\u1ebfn l\u00fac sinh vi\u00ean ho\u00e0n th\u00e0nh c\u00e1c b\u01b0\u1edbc n\u00e0y, h\u1ecd bi\u1ebft kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd l\u00e0 ai; th\u1ecb tr\u01b0\u1eddng l\u1edbn th\u1ebf n\u00e0o; gi\u1ea3i ph\u00e1p c\u1ee7a h\u1ecd l\u00e0 g\u00ec, h\u1ecd gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 th\u1ebf n\u00e0o; v\u00e0 l\u00e0m sao gi\u1ea3i ph\u00e1p c\u1ee7a h\u1ecd t\u1ed1t h\u01a1n c\u1ee7a ng\u01b0\u1eddi kh\u00e1c. T\u1eeb th\u00f4ng tin n\u00e0y, h\u1ecd c\u00f3 th\u1ec3 n\u00f3i ra tuy\u00ean b\u1ed1 gi\u00e1 tr\u1ecb \u0111\u1ec3 thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng mua s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd.<\/p>\n
<\/p>\n
—English\u00a0 version—<\/p>\n
<\/p>\n
The Value Proposition<\/p>\n
When teaching \u201cEntrepreneurship\u201d in Asia, I found that many students had good ideas but could not articulate a good value proposition. Developing a value proposition is the first step to getting customers for their startup. Many students often jump into developing the solution before they understand the problem or finding whether there are other solutions already in the market. And that is often the first mistake, many students made.<\/p>\n
A value proposition is a statement that explains what benefit they provide to customers. It describes all customers, the problem they have and how student can solve, and why their solution is better than other competitors. To develop a good value proposition students in my class must follow the three steps process.<\/p>\n
In the first step, students must define a problem that they want to solve. If they can find a problem that many people have but cannot solve, or the current solutions are not good enough, then they have a good chance to continue. This step requires students to research the market thoroughly to identify opportunities and understand the problem at a broader level.<\/p>\n
The second step requires students to answer four fundamental questions.<\/p>\n
1. Can they solve the problem using current technology and their skills (i.e., Do they have the skills to do it?)<\/p>\n
2. Is the problem worth solving? How many people need to fix this problem (i.e., How big is the potential market?)<\/p>\n
3. Is the problem important? How desperate customers want to have it solved? (i.e., Will customers pay a lot of money for it now?)<\/p>\n
4. Are there other solutions in the market? How many competitors are there? (If it is an important problem and has big market why there is no solution exist yet? Or why only a few solutions exist in the market?<\/p>\n
I always remind them: \u201cIf you are going to spend your efforts, your money,\u00a0 and your time to start a company, you need to be in the best position possible by solving a big problem that is needed with a lot of potential customers who are willing to pay for it. There is no reason to do something trivial with only a few customers because you will not be able to justify the startup. A startup is a serious business, and you must be a business person first.\u201d<\/p>\n
The third step is to look closely at the problem to identify things that they can do uniquely that others cannot. (i.e., Using better or newer technology that others may not use or have not been developed yet.) They also determine what they can do to prevent others from competing with them (i.e., file a patent or create a barrier so others cannot overcome.)\u00a0 This is a defensive strategy, but it is essential because, without the protection of a patent, other competitors could copy what they have and build it faster, or cheaper.<\/p>\n
By the time students complete these steps, they know who their customers are; how big is the market; what their solution is, how they solve the problem; and how their solution is better than others. From this information, they can articulate their value proposition to convince customers to buy their product.<\/p>\n
<\/p>\n
<\/p>\n","protected":false},"excerpt":{"rendered":"
Khi d\u1ea1y “Kh\u1edfi nghi\u1ec7p” \u1edf ch\u00e2u \u00c1, t\u00f4i th\u1ea5y r\u1eb1ng nhi\u1ec1u sinh vi\u00ean c\u00f3 \u00fd t\u01b0\u1edfng hay nh\u01b0ng kh\u00f4ng th\u1ec3 n\u00f3i ra l\u1eddi tuy\u00ean b\u1ed1 … <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[],"class_list":["post-5051","post","type-post","status-publish","format-standard","hentry","category-nha-doanh-nghiep"],"_links":{"self":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/5051","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=5051"}],"version-history":[{"count":1,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/5051\/revisions"}],"predecessor-version":[{"id":5052,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/5051\/revisions\/5052"}],"wp:attachment":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5051"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5051"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5051"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}