startup founders 3D Smile Marina Domracheva - the uselessness of business seminars, freeloader and a workaholic ...
When I started 3D Smile, all that I had - medical education and work experience in a large corporation.I asked friends to tell how business in the belief that the steeper the company in which the person works, the more I get good advice.It turns out this is not true.My school friend, a member of a large investment, said the ratio at which assets, liability and equity business will be profitable.These words I did not know all recorded, I sorted out, but no practical benefit to no avail.Tips investment bankers and people from large consulting does not apply to start-ups.I'll go to them when 3D Smile become big business.
While I have a laboratory, not a factory.
I talked with another friend, an experienced entrepreneur.On a single napkin without any terms he depicted as arranged a small business.Her I still have.This "skeleton" on which I build muscle of my business.
When the time came to draw up business plan, I found in online advertising workshop for beginners.We talked about business models using a variety of terms, introduced the concept of "targeting", but when it came to the examples, it was found that the product X is designed for all women (that is, for anyone).No Council in the case of the workshop I could not stand, but has a list of books which were helpful.No need to spend time and money on courses, where leading only regurgitate the contents of books without understanding the meaning of the terms.
best business plan helped me to make a friend, partner Hospitality Income Natalia Rosenblum.The first option we did two years ago.Since then I have it constantly updated, but the backbone remains the same.
In the beginning there is no time to engage in the expansion of horizons, we must focus on the fact that you can apply right now.
Now I only read books about startups and consult with friends of small business.Start-up is not a big business in miniature, and a completely different substance, functioning according to its own laws.So he wrote in his book, Steve Blank, but unfortunately, I found this on their own experience, and only then read the book.
with whom to work
team - the foundation of any business.In a startup people - it is critical.Successful employee of a large company is not necessarily as good at startup.I came to a small business of a large pharmaceutical company, and at first tried to organize a sale in 3D Smile by analogy with previous experience.This was unfortunate.
We are engaged in personal sales.Employees come to the clinic and told the doctors about the technology.The first two months were significantly lower performance plan.My staff demanded presentation of the texts that you want to say, laptops.I made a presentation and text, but sales were still below plan.Employees were asked to assist in marketing, they needed more detailed data, they constantly complained to me that the doctors are no suitable patients, and people have no money.
In December last year, I decided to start selling myself - went on clinics one day a week.The dollar then reached up to 80 rubles, and rate fluctuated by 20% on the day, but I have sold more than two of my staff together for three months.I had no slides, no laptop, I'd never sell, I do not know what is, and what kind of psycho customers to "sell" phrases to say.Sales in the large company you can always compare with the previous year or other countries.
In a startup no comparison.So do not let salespeople introduce you astray.
In the first stage engaged in the sale themselves.Then you will know the real needs of customers will not spend time on the development of slides, writing or painting rechovok packaging pink flower.It is better to spend time searching for good employees.My new salespeople do not ask for "accessories" and do not talk about the crisis.After a week of work went first orders.We have set an internal record of the evening for the first time talked to the clinic, and the next morning the customer paid the bill.One of the new salespeople (not a dentist) on the third day he made to send a letter to doctors, recorded video on YouTube about how to view the treatment plan in 3D-program, and two weeks later agreed to work with the largest dental network.
I decided to take the post of head of sales person from a major pharmaceutical company.Immediately warned that the first couple of years will constantly change, there will be a "dirty" work: it is necessary not only to lead, but also to sell to that assistant will not, and instead of a corporate taxi - metro card.
Now I know that it is vital to select active people trained, do not touch, ready to adapt, do not give in to difficulties.For a month, the current head of sales in my team, we were so many orders that the Secretary does not have time to process them.
Who do not work
Print on a 3D printer, I hired someone who does not know how to attach files to the message.I do not even occurred to him to ask him directly about computer skills.In the first month, I taught him work on the computer, in the second year (he was still afraid to approach the computer) I came in the evening and sent him emails.The printer had worked through again.With him I talked with adjusters and engineers.Because the new device and compare it with what does not work, I began to think that we have bought a defective copy.A month later, I calculated that employee salaries based on work carried out independently and on time.It received less than 20% of his bets.On this we parted.He was replaced by an employee without experience and a week has mastered everything, even the fact that the former spoke about the "impossible."The computer no longer hangs, 3D-printer prints smoothly.
I also realized that you can not have part-time officers.They are of two types - riders and workaholics.They will not be able to work a full day, and at the start he did not have to be normalized.
riders will be looking for reasons outside, workaholic - experience as used to work effectively, and the result is bad.Neither one nor the other will not.Examination contractors
experience with the contractors from whom I ordered new to me goods and services, showed that no need to invest time in the preparatory phase, you must draw up detailed terms of reference, order expert third party to examine the portfolio of the contractor, to communicate with his other clients.Once I ordered a carton.Approved layout: corporate colors, logo and inscription.Boxes I got three months after the deadline, the colors do not match the layout, half the party contained a marriage.
Even I do not know anything about IT.As a result - got uncomfortable program, which none of the employees do not use.The main requirement for the developers was user friendly, but I was told that this is impossible and «iPhone also once was complicated."In the end, I got the program, and with it, the instructions in the size of "War and Peace."I gave the program for examination.Almost all of that was "impossible", it turns out, it was possible to do, and the program would be more convenient.Now I prescribe all TK up to such trifles, "no more than three clicks to download patient data."All TK I give to the external examination, and accept the program, together with a specialist.It's a good experience - now I know how to.
better to err on the order of 100 000, then to come prepared to the order of 100 million rubles.
analyzing the mistakes made at the beginning, I can say that it was useful.For six months, I gained entrepreneurial experience, and most importantly - a strong team.
Marina Domracheva founder of a startup 3DSmile
Articles Source: forbes.ru
