M\u1ed9t nh\u00e0 doanh nghi\u1ec7p vi\u1ebft cho t\u00f4i: \u201cTh\u1ea7y c\u1ee9 nh\u1eafc m\u00e3i r\u1eb1ng kh\u00e1ch h\u00e0ng l\u00e0 quan tr\u1ecdng cho c\u00f4ng ti kh\u1edfi nghi\u1ec7p nh\u01b0ng l\u00e0m sao ch\u00fang t\u00f4i ti\u1ebfp x\u00fac \u0111\u01b0\u1ee3c v\u1edbi kh\u00e1ch h\u00e0ng n\u1ebfu ch\u00fang t\u00f4i kh\u00f4ng c\u00f3 s\u1ea3n ph\u1ea9m \u0111\u1ec3 b\u00e1n?”<\/p>\n
<\/p>\n
\u0110\u00e1p: Tr\u01b0\u1edbc khi x\u00e2y d\u1ef1ng s\u1ea3n ph\u1ea9m b\u1ea1n ph\u1ea3i c\u00f3 \u00fd t\u01b0\u1edfng n\u00e0o \u0111\u00f3. \u0110i\u1ec1u quan tr\u1ecdng l\u00e0 chia s\u1ebb \u00fd t\u01b0\u1edfng n\u00e0y v\u1edbi kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng \u0111\u1ec3 ch\u1eafc r\u1eb1ng \u00fd t\u01b0\u1edfng n\u00e0y l\u00e0 \u0111\u1ee7 t\u1ed1t \u0111\u1ec3 bi\u1ec7n minh cho vi\u1ec7c x\u00e2y d\u1ef1ng s\u1ea3n ph\u1ea9m. \u00dd t\u01b0\u1edfng t\u1ed1t ph\u1ea3i \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng hay gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 t\u1ed1t h\u01a1n cho kh\u00e1ch h\u00e0ng. Tuy nhi\u00ean, tr\u01b0\u1edbc khi hi\u1ec3u \u0111\u01b0\u1ee3c nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng, b\u1ea1n ph\u1ea3i bi\u1ebft kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n l\u00e0 ai.<\/p>\n
Sai l\u1ea7m th\u00f4ng th\u01b0\u1eddng m\u00e0 nhi\u1ec1u nh\u00e0 doanh nghi\u1ec7p ph\u1ea1m ph\u1ea3i l\u00e0 coi m\u1ecdi ng\u01b0\u1eddi \u0111\u1ec1u c\u00f3 th\u1ec3 l\u00e0 kh\u00e1ch h\u00e0ng. \u0110i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0 h\u1ecd ch\u01b0a n\u00f3i chuy\u1ec7n v\u1edbi b\u1ea5t k\u00ec kh\u00e1ch h\u00e0ng n\u00e0o, hay th\u1eadm ch\u00ed ch\u01b0a c\u00f3 b\u1ea5t k\u00ec \u00fd t\u01b0\u1edfng n\u00e0o v\u1ec1 c\u00e1i g\u00ec c\u1ea7n l\u00e0m m\u00e0 ch\u1ec9 gi\u1ea3 \u0111\u1ecbnh v\u1ec1 kh\u00e1ch h\u00e0ng. \u00dd t\u01b0\u1edfng kh\u00f4ng c\u00f3 ngh\u0129a g\u00ec n\u1ebfu kh\u00f4ng \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c cho nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng. N\u1ebfu kh\u00e1ch h\u00e0ng kh\u00f4ng c\u1ea7n, h\u1ecd s\u1ebd kh\u00f4ng mua cho n\u00ean \u0111i\u1ec1u b\u1ea3n ch\u1ea5t l\u00e0 bi\u1ebft kh\u00e1ch h\u00e0ng l\u00e0 ai v\u00e0 n\u1ebfu c\u00f3 th\u1ec3, l\u00e0m cho h\u1ecd tham gia v\u00e0o trong vi\u1ec7c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m s\u1edbm nh\u1ea5t c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c. Nhi\u1ec1u nh\u00e0 doanh nghi\u1ec7p th\u01b0\u1eddng b\u1eaft \u0111\u1ea7u b\u1eb1ng \u00fd t\u01b0\u1edfng, tin h\u1ecd c\u00f3 th\u1ec3 ph\u00e1t tri\u1ec3n n\u00f3 th\u00e0nh s\u1ea3n ph\u1ea9m r\u1ed3i b\u00e1n n\u00f3 v\u1ec1 sau. H\u1ecd \u0111\u1ed5 ti\u1ec1n b\u1ea1c, n\u1ed7 l\u1ef1c v\u00e0 th\u1eddi gian v\u00e0o ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m d\u1ef1a tr\u00ean “c\u1ea3m nh\u1eadn m\u00f9 m\u1edd” c\u1ee7a h\u1ecd v\u00e0 b\u1eaft \u0111\u1ea7u c\u00f4ng ti m\u00e0 kh\u00f4ng c\u00f3 kh\u00e1ch h\u00e0ng, kh\u00f4ng c\u00f3 nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng v\u00e0 \u0111\u00f3 l\u00e0 l\u00ed do t\u1ea1i sao ph\u1ea7n l\u1edbn trong h\u1ecd th\u1ea5t b\u1ea1i.<\/p>\n
Trong l\u1edbp c\u1ee7a t\u00f4i, sinh vi\u00ean c\u00f3 \u00fd t\u01b0\u1edfng ph\u1ea3i \u0111i ra v\u00e0 n\u00f3i chuy\u1ec7n v\u1edbi kh\u00e1ch h\u00e0ng \u0111\u1ec3 hi\u1ec3u nhu c\u1ea7u c\u1ee7a h\u1ecd TR\u01af\u1edaC KHI x\u00e2y d\u1ef1ng s\u1ea3n ph\u1ea9m. T\u00f4i bao gi\u1edd c\u0169ng d\u1ea1y: \u201cC\u00e1c em ch\u1ec9 x\u00e2y d\u1ef1ng c\u00e1i g\u00ec \u0111\u00f3 m\u00e0 kh\u00e1ch h\u00e0ng mu\u1ed1n, c\u00e0ng nhi\u1ec1u kh\u00e1ch h\u00e0ng, c\u00e0ng t\u1ed1t.\u201d Sinh vi\u00ean ph\u1ea3i d\u00e0nh b\u1ed1n tu\u1ea7n \u0111\u1ea7u v\u00e0o vi\u1ec7c nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, nh\u1eadn di\u1ec7n v\u1ea5n \u0111\u1ec1 m\u00e0 h\u1ecd c\u00f3 th\u1ec3 gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c r\u1ed3i ph\u00e1t tri\u1ec3n \u00fd t\u01b0\u1edfng v\u1ec1 c\u00e1ch gi\u1ea3i quy\u1ebft n\u00f3. H\u1ecd ph\u1ea3i ph\u1ecfng v\u1ea5n m\u01b0\u1eddi kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng m\u1ed7i tu\u1ea7n \u0111\u1ec3 ch\u1eafc r\u1eb1ng \u00fd t\u01b0\u1edfng l\u00e0 \u0111\u1ee7 t\u1ed1t v\u00e0 \u0111\u00e1p \u1ee9ng \u0111i\u1ec1u kh\u00e1ch h\u00e0ng mu\u1ed1n. H\u1ecd ph\u1ea3i \u0111em c\u00e1c b\u00ecnh lu\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 l\u1edbp \u0111\u1ec3 th\u1ea3o lu\u1eadn c\u00e1c ch\u1ee9c n\u0103ng v\u00e0 t\u00ednh n\u0103ng m\u00e0 s\u1ea3n ph\u1ea9m ph\u1ea3i c\u00f3 th\u1eadm ch\u00ed TR\u01af\u1edaC KHI x\u00e2y d\u1ef1ng n\u00f3. N\u1ebfu kh\u00f4ng c\u00f3 kh\u00e1ch h\u00e0ng hay \u00fd t\u01b0\u1edfng c\u1ee7a h\u1ecd kh\u00f4ng \u0111\u00e1p \u1ee9ng cho nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng, h\u1ecd ph\u1ea3i \u0111\u1ed5i \u00fd t\u01b0\u1edfng hay s\u1eeda \u0111\u1ed5i n\u00f3 cho t\u1edbi khi n\u00f3 c\u00f3 \u0111\u1ee7 kh\u00e1ch h\u00e0ng \u0111\u1ec3 bi\u1ec7n minh cho vi\u1ec7c x\u00e2y d\u1ef1ng s\u1ea3n ph\u1ea9m. Sinh vi\u00ean ph\u1ea3i chia s\u1ebb v\u1edbi l\u1edbp v\u1ec1 kh\u00e1ch h\u00e0ng l\u00e0 ai, h\u1ecd n\u00f3i g\u00ec, h\u1ecd th\u00edch g\u00ec v\u00e0 kh\u00f4ng th\u00edch g\u00ec, v\u00e0 gi\u1ea3i th\u00edch li\u1ec7u h\u1ecd c\u00f3 mua s\u1ea3n ph\u1ea9m hay kh\u00f4ng. V\u00ec h\u1ecd ph\u1ea3i n\u00f3i chuy\u1ec7n v\u1edbi m\u01b0\u1eddi kh\u00e1ch h\u00e0ng m\u1ed7i tu\u1ea7n, sau v\u00e0i tu\u1ea7n, h\u1ecd bi\u1ebft li\u1ec7u \u00fd t\u01b0\u1edfng c\u1ee7a h\u1ecd l\u00e0 t\u1ed1t hay kh\u00f4ng. Nhi\u1ec1u sinh vi\u00ean th\u01b0\u1eddng th\u1ea5t v\u1ecdng v\u00ec \u00fd t\u01b0\u1edfng c\u1ee7a h\u1ecd kh\u00f4ng \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng ch\u1ea5p nh\u1eadn, nh\u01b0ng t\u00f4i gi\u1ea3i th\u00edch: \u201cB\u1eb1ng vi\u1ec7c h\u1ecfi kh\u00e1ch h\u00e0ng tr\u01b0\u1edbc h\u1ebft, c\u00e1c em kh\u00f4ng ph\u00ed th\u1eddi gian v\u00e0 n\u1ed7 l\u1ef1c \u0111\u1ec3 x\u00e2y d\u1ef1ng c\u00e1i g\u00ec \u0111\u00f3 m\u00e0 kh\u00f4ng ai mu\u1ed1n. B\u1eb1ng vi\u1ec7c n\u00f3i v\u1edbi nhi\u1ec1u kh\u00e1ch h\u00e0ng c\u00e1c em c\u00f3 th\u1ec3 bi\u1ebft h\u1ecd mu\u1ed1n g\u00ec v\u00e0 \u0111\u1ed5i \u00fd t\u01b0\u1edfng c\u1ee7a c\u00e1c em th\u00e0nh c\u00e1i g\u00ec \u0111\u00f3 m\u00e0 kh\u00e1ch h\u00e0ng s\u1ebd mua v\u00e0 \u0111\u00f3 l\u00e0 b\u01b0\u1edbc \u0111\u1ea7u ti\u00ean c\u1ee7a vi\u1ec7c b\u1eaft \u0111\u1ea7u m\u1ed9t c\u00f4ng ti.\u201d<\/p>\n
Sinh vi\u00ean c\u1ee7a t\u00f4i ph\u1ea3i g\u1eb7p m\u1ecdi kh\u00e1ch h\u00e0ng theo c\u00e1ch g\u1eb7p c\u00e1 nh\u00e2n. H\u1ecd kh\u00f4ng th\u1ec3 n\u00f3i chuy\u1ec7n v\u1edbi kh\u00e1ch h\u00e0ng qua email hay \u0111i\u1ec7n tho\u1ea1i. B\u1eb1ng vi\u1ec7c t\u1edbi th\u0103m kh\u00e1ch h\u00e0ng c\u00e1 nh\u00e2n, h\u1ecd s\u1ebd h\u1ecdc \u0111\u01b0\u1ee3c nhi\u1ec1u h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng v\u00e0 ch\u1ed7 kh\u00e1ch h\u00e0ng l\u00e0m vi\u1ec7c, c\u00e1ch kh\u00e1ch h\u00e0ng l\u00e0m kinh doanh v\u00e0 thi\u1ebft l\u1eadp quan h\u1ec7 t\u1ed1t v\u1edbi kh\u00e1ch h\u00e0ng TR\u01af\u1edaC KHI b\u1eaft \u0111\u1ea7u b\u1ea5t k\u00ec c\u00e1i g\u00ec. H\u1ecd h\u1ecdc l\u1eafng nghe v\u00e0 hi\u1ec3u nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng r\u1ed3i thay \u0111\u1ed5i s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd d\u1ef1a tr\u00ean \u0111i\u1ec1u h\u1ecd bi\u1ebft \u0111\u01b0\u1ee3c. Sau m\u01b0\u1eddi tu\u1ea7n, ph\u1ea7n l\u1edbn sinh vi\u00ean \u0111\u1ec1u hi\u1ec3u nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng v\u00e0 \u0111i\u1ec1u kh\u00e1ch h\u00e0ng mu\u1ed1n v\u00e0 ti\u1ebfp t\u1ee5c th\u1ea3o lu\u1eadn v\u1edbi kh\u00e1ch h\u00e0ng v\u1ec1 s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd khi h\u1ecd ph\u00e1t tri\u1ec3n n\u00f3.<\/p>\n
B\u1eb1ng vi\u1ec7c \u0111i theo c\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y, khi h\u1ecd ho\u00e0n ch\u1ec9nh s\u1ea3n ph\u1ea9m, ph\u1ea7n l\u1edbn \u0111\u00e3 c\u00f3 m\u1ed9t s\u1ed1 kh\u00e1ch h\u00e0ng, ng\u01b0\u1eddi mu\u1ed1n mua s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd. T\u1ea5t nhi\u00ean, c\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y v\u1ec1 li\u00ean t\u1ee5c ki\u1ec3m \u0111i\u1ec3m c\u00f9ng kh\u00e1ch h\u00e0ng y\u00eau c\u1ea7u nhi\u1ec1u c\u00f4ng vi\u1ec7c v\u1ea5t v\u1ea3, nh\u01b0ng n\u00f3 c\u0169ng gi\u1ea3m b\u1edbt r\u1ee7i ro v\u00e0 \u0111\u1ea1t t\u1edbi th\u00e0nh c\u00f4ng c\u1ee7a c\u00f4ng ti kh\u1edfi nghi\u1ec7p v\u00e0o l\u00fac h\u1ecd t\u1ed1t nghi\u1ec7p t\u1eeb m\u00f4n h\u1ecdc n\u00e0y.<\/p>\n
<\/p>\n
—English version—<\/p>\n
<\/p>\n
Customers’ needs and startup success<\/p>\n
An entrepreneur wrote to me: \u201cYou keep mention that customers are important for a startup but how do we contact customers if we do not have a product to sell?<\/p>\n
<\/p>\n
Answer: Before building a product you should have some ideas. It is important to share the ideas with potential customers to make sure that the ideas are good enough to justify building the product. A good idea must meet the needs of customer or better solving problems to customers. However, before understanding the needs of the customer, you must know who your customer are.<\/p>\n
The common mistake many entrepreneurs make is considered everyone can be a customer. That means they have not yet talked to any customer, or even have any idea about what to do but only assume about the customers. The idea does not means anything without meeting a need of customers. If customers do not need, they will not buy so it is essential to know who the customers are and if possible, getting them to involve in the development of the product as early as possible. Many entrepreneurs often start with an idea, believe they can develop it into a product then sell it later. They put money, efforts, and time to develop the product based on their \u201cblind perception\u201d and start a company that has no customers, no market needs and that is why most of them fail.<\/p>\n
In my class, students who have ideas must go out and talk to customers to understand their needs BEFORE building the product. I always teach: \u201cYou only build something that customers want, the more customers, the better.\u201d Students must spend the first four weeks on researching the market, identify a problem that they can solve then develop an idea on how to solve it. They must interview ten potential customers per week to make sure that the idea is good enough and meet what the customers want. They have to bring the customers\u2019 comments back to class to discuss the functions and features that the product must have BEFORE even building it. If there is no customers or their idea is not meeting the need of customers, they have to change the idea or modify it until it has enough customers to justify the building of the product. Students must share with the class about who the customers are, what they say, what they like and so not like, and explain whether they will buy the product or not. Since they have to talk to ten customers per week, after a few weeks, they know whether their idea is good or not. Many students often frustrate as their idea is not accepted by customers, but I explain: \u201cBy asking the customers first, you do not waste time and efforts to build something nobody wants. By talk to many customers you may know what they want and change your idea into something customers will buy and that is the first step of starting a company.\u201d<\/p>\n
My students must meet all customers in person. They cannot talk to them via email or phone. By visiting them in person, they will learn more about their customers and where they work, how they do business and establish a good relationship with them BEFORE starting anything. They learn to listen and understand what the customer\u2019s needs then modify their product based on what they learn. After ten weeks, most students understand the market needs and what the customers want and continue to discuss with customers about their product as they are developing it.<\/p>\n
By following this approach, when they complete the product, most already have some customers who want to buy their product. Of course, this approach of continuously reviewing with customers requires a lot of hard works, but it also reduces the risks and achieves startup success by the time they graduate from the course.<\/p>\n
<\/p>\n","protected":false},"excerpt":{"rendered":"
M\u1ed9t nh\u00e0 doanh nghi\u1ec7p vi\u1ebft cho t\u00f4i: \u201cTh\u1ea7y c\u1ee9 nh\u1eafc m\u00e3i r\u1eb1ng kh\u00e1ch h\u00e0ng l\u00e0 quan tr\u1ecdng cho c\u00f4ng ti kh\u1edfi nghi\u1ec7p nh\u01b0ng l\u00e0m sao … <\/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-5141","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\/5141","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=5141"}],"version-history":[{"count":1,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/5141\/revisions"}],"predecessor-version":[{"id":5142,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/5141\/revisions\/5142"}],"wp:attachment":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5141"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5141"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5141"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}