M\u1ed9t nh\u00e0 doanh nghi\u1ec7p vi\u1ebft cho t\u00f4i: “T\u1ea1i sao th\u1ea7y nh\u1ea5n m\u1ea1nh v\u00e0o vi\u1ec7c n\u00f3i chuy\u1ec7n v\u1edbi kh\u00e1ch h\u00e0ng tr\u01b0\u1edbc khi x\u00e2y d\u1ef1ng s\u1ea3n ph\u1ea9m? T\u00f4i c\u1ea7n h\u1ecfi bao nhi\u00eau kh\u00e1ch h\u00e0ng? L\u00e0m sao th\u1ea7y bi\u1ebft li\u1ec7u th\u1ea7y c\u00f3 \u0111\u00fang kh\u00f4ng? Xin th\u1ea7y l\u1eddi khuy\u00ean.”<\/p>\n
<\/p>\n
T\u00f4i vi\u1ebft \u0111\u00e1p l\u1ea1i anh \u1ea5y: “N\u1ebfu b\u1ea1n ph\u00e1t tri\u1ec3n c\u00e1i g\u00ec \u0111\u00f3 m\u00e0 kh\u00e1ch h\u00e0ng kh\u00f4ng mu\u1ed1n, h\u1ecd s\u1ebd kh\u00f4ng mua n\u00f3. Ph\u1ea7n l\u1edbn c\u00e1c c\u00f4ng ti kh\u1edfi nghi\u1ec7p \u0111\u00e3 kh\u00f4ng th\u1ea5t b\u1ea1i v\u00ec \u00fd t\u01b0\u1edfng c\u1ee7a h\u1ecd m\u00e0 th\u1ea5t b\u1ea1i v\u00ec h\u1ecd kh\u00f4ng c\u00f3 kh\u00e1ch h\u00e0ng. Kh\u00f4ng kh\u00f3 x\u00e2y d\u1ef1ng s\u1ea3n ph\u1ea9m n\u1ebfu b\u1ea1n c\u00f3 k\u0129 n\u0103ng, nh\u01b0ng n\u1ebfu kh\u00f4ng ai mua n\u00f3, b\u1ea1n s\u1ebd l\u00e0m g\u00ec v\u1edbi s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n?<\/p>\n
Trong m\u00f4n h\u1ecdc c\u00f4ng ti kh\u1edfi nghi\u1ec7p c\u1ee7a t\u00f4i, t\u00f4i nh\u1ea5n m\u1ea1nh r\u1eb1ng sinh vi\u00ean ph\u1ea3i n\u00f3i chuy\u1ec7n v\u1edbi kh\u00e1ch h\u00e0ng \u0111\u1ec3 hi\u1ec3u nhu c\u1ea7u c\u1ee7a h\u1ecd tr\u01b0\u1edbc khi x\u00e2y d\u1ef1ng b\u1ea5t k\u00ec c\u00e1i g\u00ec. T\u1ea5t nhi\u00ean, tr\u01b0\u1edbc khi n\u00f3i chuy\u1ec7n v\u1edbi kh\u00e1ch h\u00e0ng, h\u1ecd ph\u1ea3i bi\u1ebft kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd l\u00e0 ai v\u00e0 c\u00f3 bao nhi\u00eau ng\u01b0\u1eddi v\u00e0 x\u00e1c \u0111\u1ecbnh kinh doanh c\u00f3 th\u1ec3 l\u1edbn ch\u1eebng n\u00e0o. N\u1ebfu ch\u1ec9 c\u00f3 v\u00e0i kh\u00e1ch h\u00e0ng, v\u1ea5n \u0111\u1ec1 l\u00e0, h\u1ecd c\u00f3 mu\u1ed1n d\u00e0nh th\u1eddi gian v\u00e0 n\u1ed7 l\u1ef1c cho m\u1ed9t th\u1ecb tr\u01b0\u1eddng r\u1ea5t gi\u1edbi h\u1ea1n kh\u00f4ng? Trong c\u00f4ng ti kh\u1edfi nghi\u1ec7p c\u00f4ng ngh\u1ec7, sinh vi\u00ean bao gi\u1edd c\u0169ng ph\u1ea3i ngh\u0129 l\u1edbn v\u00e0 l\u1eadp k\u1ebf ho\u1ea1ch t\u0103ng tr\u01b0\u1edfng c\u00f4ng ti l\u1edbn h\u01a1n.<\/p>\n
L\u00e0 sinh vi\u00ean v\u1ec1 kh\u1edfi nghi\u1ec7p, h\u1ecd ph\u1ea3i ph\u00e1t tri\u1ec3n hi\u1ec3u bi\u1ebft s\u00e2u v\u1ec1 nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng v\u00ec m\u1ed9t qui t\u1eafc \u0111\u01a1n gi\u1ea3n: “Kh\u00f4ng kh\u00e1ch h\u00e0ng, kh\u00f4ng c\u00f4ng ti kh\u1edfi nghi\u1ec7p.” C\u00f3 nh\u1eefng sinh vi\u00ean b\u1ecb m\u00f9 qu\u00e1ng b\u1edfi \u00fd t\u01b0\u1edfng c\u1ee7a h\u1ecd hay b\u1ea3n ng\u00e3 c\u00e1 nh\u00e2n, thay v\u00ec n\u00f3i chuy\u1ec7n v\u1edbi kh\u00e1ch h\u00e0ng \u0111\u00fang, h\u1ecd ch\u1ec9 t\u00ecm ai \u0111\u00f3 \u0111\u1ed3ng \u00fd v\u1edbi h\u1ecd \u0111\u1ec3 l\u00e0m h\u1ee3p th\u1ee9c \u00fd t\u01b0\u1edfng c\u1ee7a h\u1ecd, \u0111\u1ec3 cho h\u1ecd c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng \u0111i\u1ec1u h\u1ecd mu\u1ed1n, nh\u01b0ng h\u1ecd bao gi\u1edd c\u0169ng ch\u1ea5m d\u1ee9t v\u1edbi vi\u1ec7c x\u00e2y d\u1ef1ng ra s\u1ea3n ph\u1ea9m m\u00e0 kh\u00f4ng ai s\u1ebd mua.<\/p>\n
C\u00f4ng ti kh\u1edfi nghi\u1ec7p l\u00e0 kinh doanh nghi\u00eam ch\u1ec9nh, v\u00e0 b\u1ea1n kh\u00f4ng th\u1ec3 x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c doanh nghi\u1ec7p c\u1ee7a b\u1ea1n d\u1ef1a tr\u00ean “\u00fd t\u01b0\u1edfng m\u01a1 h\u1ed3” v\u00e0 ngh\u0129 r\u1eb1ng b\u1ea1n s\u1ebd th\u00e0nh c\u00f4ng. B\u1ea1n kh\u00f4ng th\u1ec3 \u01b0\u1edbc mu\u1ed1n c\u00e1i g\u00ec \u0111\u00f3 v\u00e0 chi ra ti\u1ec1n b\u1ea1c v\u00e0 n\u1ed7 l\u1ef1c \u0111\u1ec3 x\u00e2y d\u1ef1ng m\u1ed9t s\u1ea3n ph\u1ea9m m\u00e0 b\u1ea1n ngh\u0129 m\u1ecdi ng\u01b0\u1eddi s\u1ebd mua. \u0110\u1ec3 th\u00e0nh c\u00f4ng, b\u1ea1n ph\u1ea3i c\u00f3 m\u1ecdi s\u1ef1 ki\u1ec7n b\u1eb1ng vi\u1ec7c h\u1ecfi kh\u00e1ch h\u00e0ng tr\u01b0\u1edbc khi x\u00e2y d\u1ef1ng s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n v\u00e0 b\u1eaft \u0111\u1ea7u c\u00f4ng ti c\u1ee7a b\u1ea1n.<\/p>\n
Trong l\u1edbp c\u1ee7a t\u00f4i, sinh vi\u00ean \u0111\u01b0\u1ee3c y\u00eau c\u1ea7u ph\u00e1t tri\u1ec3n m\u1ed9t danh s\u00e1ch nh\u1eefng ng\u01b0\u1eddi m\u00e0 h\u1ecd ngh\u0129 c\u00f3 th\u1ec3 l\u00e0 kh\u00e1ch h\u00e0ng hay ng\u01b0\u1eddi d\u00f9ng “s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng lai” c\u1ee7a h\u1ecd. T\u1eeb danh s\u00e1ch n\u00e0y, h\u1ecd ph\u1ea3i nh\u1eadn di\u1ec7n ng\u01b0\u1eddi c\u00f3 th\u1ec3 s\u1eb5n l\u00f2ng n\u00f3i chuy\u1ec7n v\u1edbi h\u1ecd v\u00e0 \u0111i t\u1edbi g\u1eb7p h\u1ecd. Tu\u1ef3 theo \u00fd t\u01b0\u1edfng c\u1ee7a h\u1ecd v\u00e0 \u0111i\u1ec1u “s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng lai” c\u1ee7a h\u1ecd l\u00e0m, h\u1ecd c\u00f3 th\u1ec3 t\u00ecm ra nh\u1eefng ng\u01b0\u1eddi c\u00f3 th\u1ec3 quan t\u00e2m t\u1edbi s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd. Khi h\u1ecd n\u00f3i chuy\u1ec7n v\u1edbi nh\u1eefng ng\u01b0\u1eddi n\u00e0y, h\u1ecd s\u1ebd bi\u1ebft nhi\u1ec1u h\u01a1n v\u1ec1 nhu c\u1ea7u c\u1ee7a nh\u1eefng ng\u01b0\u1eddi n\u00e0y, v\u00e0 sau khi n\u00f3i chuy\u1ec7n v\u1edbi nhi\u1ec1u ng\u01b0\u1eddi trong s\u1ed1 nh\u1eefng ng\u01b0\u1eddi n\u00e0y, h\u1ecd s\u1ebd bi\u1ebft li\u1ec7u \u00fd t\u01b0\u1edfng c\u1ee7a h\u1ecd l\u00e0 t\u1ed1t hay kh\u00f4ng. N\u1ebfu sinh vi\u00ean b\u1eaft \u0111\u1ea7u l\u00e0m vi\u1ec7c tr\u00ean \u00fd t\u01b0\u1edfng n\u00e0y d\u1ef1a tr\u00ean \u00fd t\u01b0\u1edfng c\u1ee7a h\u1ecd nh\u01b0ng \u0111\u00e3 kh\u00f4ng n\u00f3i chuy\u1ec7n v\u1edbi \u0111\u1ee7 kh\u00e1ch h\u00e0ng, h\u1ecd s\u1ebd tr\u01b0\u1ee3t m\u00f4n c\u1ee7a t\u00f4i. Cho d\u00f9 h\u1ecd \u0111\u00e3 n\u00f3i chuy\u1ec7n v\u1edbi m\u01b0\u1eddi hay ba m\u01b0\u01a1i kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u00e3 \u0111\u1ed5i \u00fd t\u01b0\u1edfng c\u1ee7a h\u1ecd d\u1ef1a tr\u00ean nhu c\u1ea7u c\u1ee7a nh\u1eefng ng\u01b0\u1eddi n\u00e0y, \u0111i\u1ec1u \u0111\u00f3 v\u1eabn kh\u00f4ng \u0111\u1ee7 t\u1ed1t. H\u1ecd ph\u1ea3i n\u00f3i v\u1edbi \u00edt nh\u1ea5t t\u00e1m m\u1edbi t\u1edbi m\u1ed9t tr\u0103m kh\u00e1ch h\u00e0ng \u0111\u1ec3 ch\u1eafc r\u1eb1ng h\u1ecd c\u00f3 \u0111\u1ee7 th\u00f4ng tin x\u00e2y d\u1ef1ng s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd \u0111\u1ec3 cho h\u1ecd s\u1ebd kh\u00f4ng ph\u00ed th\u1eddi gian v\u00e0 n\u1ed7 l\u1ef1c v\u00e0o c\u00e1i g\u00ec \u0111\u00f3 m\u00e0 c\u00f3 th\u1ec3 kh\u00f4ng th\u00e0nh c\u00f4ng.<\/p>\n
T\u00f4i ch\u1eafc nhi\u1ec1u nh\u00e0 doanh nghi\u1ec7p kh\u00f4ng th\u00edch c\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y. H\u1ecfi kh\u00e1ch h\u00e0ng kh\u00f4ng ph\u1ea3i l\u00e0 d\u1ec5 v\u00e0 r\u1ea5t th\u00e1ch th\u1ee9c nh\u01b0ng n\u00f3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng b\u1ea1n s\u1ebd c\u00f3 c\u01a1 h\u1ed9i th\u00e0nh c\u00f4ng t\u1ed1t h\u01a1n. B\u1ea1n c\u00f3 th\u1ec3 h\u1ecdc m\u1ecdi s\u00e1ch v\u1ec1 c\u00f4ng ti kh\u1edfi nghi\u1ec7p hay tham d\u1ef1 nhi\u1ec1u h\u1ed9i th\u1ea3o v\u1ec1 c\u00f4ng ti kh\u1edfi nghi\u1ec7p, nh\u01b0ng n\u1ebfu b\u1ea1n kh\u00f4ng \u0111i ra ngo\u00e0i v\u00e0 th\u1ef1c h\u00e0nh k\u0129 thu\u1eadt n\u00e0y v\u1ec1 vi\u1ec7c l\u00e0m h\u1ee3p th\u1ee9c \u00fd t\u01b0\u1edfng c\u1ee7a b\u1ea1n v\u1edbi kh\u00e1ch h\u00e0ng, b\u1ea1n s\u1ebd kh\u00f4ng bao gi\u1edd hi\u1ec3u v\u1ec1 kh\u1edfi nghi\u1ec7p. Th\u1ef1c t\u1ea1i b\u1eb1ng vi\u1ec7c l\u00e0m \u0111i\u1ec1u n\u00e0y, b\u1ea1n s\u1ebd h\u1ecdc nhi\u1ec1u h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng v\u00e0 nhu c\u1ea7u c\u1ee7a h\u1ecd c\u0169ng nh\u01b0 v\u1ec1 th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 cho b\u1ea1n c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh li\u1ec7u b\u1ea1n c\u00f3 n\u00ean ti\u1ebfp t\u1ee5c v\u1edbi \u00fd t\u01b0\u1edfng c\u1ee7a b\u1ea1n hay thay \u0111\u1ed5i n\u00f3 th\u00e0nh c\u00e1i g\u00ec \u0111\u00f3 kh\u00e1c.<\/p>\n
<\/p>\n
—English version—<\/p>\n
<\/p>\n
Asking customers<\/p>\n
An entrepreneur wrote to me: “Why do you insist on talking to customers before building a product? How many customers do I need to ask? How do you know if you are right? Please advise.”<\/p>\n
<\/p>\n
I wrote back to him: “If you develop something the customers do not want, they will not buy it. Most startups did not fail because of their ideas but failed because they do not have customers. It is not difficult to build a product if you have the skills, but if no one buys it, what would you do with your product?<\/p>\n
In my startup course,\u00a0 I insist that students talk with customers to understand their needs before building anything. Of course, before talk to customers, they must know who their customer are and how many of them are there and determine how big the business could be. If there are only a few customers, the question is, do they want to spend their time and efforts for a very limited market? In a technology startup, students must always think big and plan to grow the company bigger.<\/p>\n
As entrepreneurship students, they must develop a deep understanding of customers’ needs because of a simple rule: “No customers, no startup.” There are students who are blinded by their idea or personal ego, instead of talking to the right customers, they only search for someone who agrees with them to validate their idea, so they can build what they want, but they always end up building a product that no one will buy.<\/p>\n
The startup is a serious business, and you cannot build your business based on a “vague idea” and think that you will succeed. You cannot wish for something and spending money and efforts to build a product that you think people will buy. To succeed, you must have all the facts by asking customers before building your product and start your company.<\/p>\n
In my class, students are required to develop a list of people that they think could be customers or users of their “future product.” From the list, they must identify who may be willing to talk with them and go out and meet them. Depending on their idea and what their “future product” does, they can find people who may be interested in their product. As they talk to these people, they will know more about their needs, and after talking to many of them, they will know whether their idea is good or not. If students begin working on the idea based on their idea but have not talked to enough customers, they will fail my course. Even if they have talked to ten or thirty customers and have changed their idea based on their needs, that is still not good enough. They must talk to at least eighty to one hundred customers to make sure that they have enough information to build their product so they will not waste time and efforts on something that may not succeed.<\/p>\n
I am sure many entrepreneurs do not like this approach. To ask customers is not easy and very challenging but it ensures that you will have a better chance of succeeding. You can study all the startup books or attend many startup workshops, but if you do not go out and practice this technique of validating your idea with customers, you will never understand entrepreneurship. By actually doing this, you will learn more about customers and their needs as well as the market so you can determine whether you should continue with your idea or change it to something else.<\/p>\n
<\/p>\n","protected":false},"excerpt":{"rendered":"
M\u1ed9t nh\u00e0 doanh nghi\u1ec7p vi\u1ebft cho t\u00f4i: “T\u1ea1i sao th\u1ea7y nh\u1ea5n m\u1ea1nh v\u00e0o vi\u1ec7c n\u00f3i chuy\u1ec7n v\u1edbi kh\u00e1ch h\u00e0ng tr\u01b0\u1edbc khi x\u00e2y d\u1ef1ng s\u1ea3n ph\u1ea9m? … <\/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-5231","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\/5231","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=5231"}],"version-history":[{"count":1,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/5231\/revisions"}],"predecessor-version":[{"id":5232,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/5231\/revisions\/5232"}],"wp:attachment":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5231"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5231"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5231"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}