Guide For College Students' Entrepreneurship Plan

1 the source of creativity and creativity, the 1.1 source of creativity, the first problem for college students to participate in the business plan competition is how to create creativity.

By analyzing many cases of enterprise entrepreneurship, you can find that there are many sources of creativity in corporate entrepreneurship.

Generally speaking, enterprise creativity often comes from customers, existing enterprises, enterprises' distribution channels, government agencies, and scientific research and development activities;  1.1.1 customers, potential customers should pay close attention to the ultimate focus of new product or service creativity, potential customers.

Entrepreneurs can adopt informal ways to track the potential needs of customers, or arrange informal discussions with customers to give customers the opportunity to express their opinions.

It is worth noting that the market for product innovation should be large enough to support the long-term survival of a new venture enterprise.

The judgement of market capacity is a very important factor, and we will discuss it more deeply in the market below.

1.1.2 potential entrepreneurs should use formal methods to track, analyze and evaluate competitors' products and services in the market.

Through this analysis, we can find the defects of the existing products, and put forward the methods of improving the products accordingly, and develop new products with huge market potential.

Products between competitors usually have strong substitutability. Therefore, finding new products and new markets from the analysis and substitution of product functions should also be an important source of creativity.

The 1.1.3 distribution channel distributor is also one of the best sources of new product creativity, because they are directly oriented to the market and have a clear understanding of the needs of the market.

Distributors can not only make suggestions for new products, but also help entrepreneurs to promote their new products.

For example, one entrepreneur learned from his sales agents that the main reason why their knitwear was not sold well was that the color was not suitable for consumers.

After taking full account of the proposal, they made appropriate adjustments to the color of the product, which eventually became the leader of the non brand knitwear supplier in the United States.

There are a lot of new product ideas in the document of the 1. Patent Office of the 1.1.4 government agency.

Although the patent itself may form legal constraints on the introduction of new products, it may provide useful inspiration for other new products with more market potential.

Some government agencies and publishing authorities play a positive role in the supervision of patent applications.

The creativity of 2. new products may also come from the reaction to government regulations.

For example, a occupational safety and Health Ordinance aimed at eliminating unsafe working conditions in the industry requires that enterprises with more than three employees must be provided with first-aid kit, and the first-aid kit should contain special items suitable for this enterprise or industry.

This regulation even requires certain first-aid kit itself: for example, a first-aid kit in a construction company needs to have a weatherproof function, which is different from the first-aid kit needed to produce moisturizer or retail trade company.

As a response to the safety and health regulations, all established and newly established enterprises have listed all kinds of first-aid kits.

A newly established company, the safety marketing company, has successfully developed and sold first-aid kit.

In spite of the fact that the government's service in this area is yet to be improved, the directory and enquiries of patents have strong foundation. Therefore, it should also be an important source of potential entrepreneurs' creativity in China.

Unfortunately, it is reported that China's patent directory has not been fully utilized, and most entrepreneurs have completely ignored this important source.

The biggest source of new ideas for 1.1.5 research and development is the research and development activities of the enterprise itself, whether it is through formal efforts of existing employees or through informal underground laboratories.

A very formal research and development department is usually well-equipped and able to successfully develop new products for the enterprise.

A scientist was employed in a fortune 500 company and developed a new type of plastic rosin, which can be used as a new product - plastic mold cup - the basic material for making templates. But the 500 largest company in the world is not interested in this product creativity, thus promoting the birth of a new enterprise, Arnolite Pallet.

It is still a very difficult problem to make creativity the foundation for the development of a new venture enterprise, although 1.2 ways to stimulate creativity.

Entrepreneurs can use various methods to help stimulate new ideas and test them.

These methods include focus group, brainstorming (brainstorming) and problem analysis (Problem inventory analysis).

The 1.2.1 concentration group has been widely used since 1950s. Specifically, the so-called centralized group approach is to lead a group of people together to conduct an open and in-depth discussion. The participants are not restricted to the host's questions, and the hosts are directly or indirectly focused on the discussion.

In general, the group is composed of 8 to 14 participants, each member will accept comments from other members of the group to stimulate the creativity of his creative real estate products. For example, an American company is interested in the market of women's slippers. It brings together 12 women from all over Boston, with a variety of social and economic backgrounds to form a focus group. And through group discussions, a new product concept is created, that is, "fitting shoes, like old shoes, warm and comfortable slippers".

The product concept has been developed into a new product and has been successfully marketed, and its advertising words are also based on the comments of the members of the group.

In addition to producing new product ideas, the focus group approach can also be used to screen product ideas and concepts.

Through certain procedures, more quantitative analysis results can be obtained. Therefore, the concentration group is an effective way to generate new product ideas.

1.2.2 brainstorming and creative brainstorming brainstorming is used to stimulate creativity in new products, mainly based on the fact that when people get together with others and participate in a group, they are often stimulated to produce greater creativity.

Unlike the above group approach, group discussions in brainstorming generally do not clearly restrict the topic of centralized discussion, but only a relatively broad field.

This will help participants play their imagination.

Although most of the creativity generated by the group can not be further developed and pformed into products on the market, it often produces a good idea from a large number of imagination.

When brainstorming is relatively focused on a particular product or market, the probability of producing good ideas will be greater.

The application of brainstorming method should generally follow the following four principles: (1) any member in the group will not allow criticism. There are no negative comments in the discussion. (2) encourage arbitrary desires; the more indulgent, the more skillful the conception; the 3 is the desire to generate a lot of ideas; the more ideas, the greater the probability of good ideas; and 4, encouraging the combination and improvement of ideas. Other people's creativity can be used to promote new ideas.

The process of brainstorming should be fun, and there should be no people in a situation of dominance, and no discussion should be prohibited.

A large commercial bank in the United States has successfully created a new magazine using the brainstorming idea, which aims to provide high-quality information to its customers.

Managers involved in brainstorming mainly focus on the characteristics of the market, the content of information, the number of magazines, and the publicity value of the magazine to banks.

Once the form and duration of the magazine are determined, the bank also convenes the vice president of Finance in the three cities, namely Boston, Chicago and Dallas, who are listed in Fortune 1000, and takes part in the focus group to discuss the form, relevance and value of the new magazine.

The cataloguing analysis of 1.2.3 problem cataloguing analysis produces new product ideas in a similar way to the concentration group, but the difference is that the focus group is created by the customer itself, while the problem cataloging analysis provides a series of questions for the customers according to the product type, which requires customers to discuss the products according to the problem.

The advantage of this method is that it is easier to create a new product concept than to create a new product concept by linking the known products with the problems raised and on the basis of them.

This method is often used to test a new product idea.

The application of this method in the food industry is illustrated.

One of the most difficult tasks is to list as many detailed problems as possible, such as weight, taste, appearance and cost.

Once a complete problem is listed, people will associate the product with the problem.

The results of cataloguing analysis must be carefully evaluated, because it may not be able to reveal a new business opportunity.

For example, general food company has developed a simple cereal box to solve the problem that existing boxes are not well suited to shelf life, but the result is not successful, because packaging specifications have little impact on actual buying behavior.

In order to ensure the best results, problem cataloging analysis should be used to preliminarily determine product creativity and then conduct further evaluation.

In the 1.3 stage of product planning and development, 1.3.1 concept stage, the new product idea should be determined and the unrealistic idea should be eliminated. This is the decision made on the premise of maximally using the company's existing resources.

At this stage, an effective evaluation method is the systematic Systematic market evaluation checklist. In this way, every new product creativity is expressed according to its main values and advantages.

When consumers face the value of a new set of products, they need to decide which new products should be developed and which should be abandoned.

Companies can use this evaluation method to test a variety of new product ideas, and future development of promising ideas can be further developed, while product creativity that is inconsistent with market value does not need to waste corporate resources.

It is also important to determine the demand for new products and the value of new products to enterprises.

If there is no demand for the new product, then development should not continue. Similarly, if the new product has no advantages and value to the enterprise, the new product idea should not be further developed.

In order to effectively determine the demand for new products, it is necessary to identify potential market demand based on timing, satisfaction, choice, interest and risk, future expectations, product price and performance ratio, market structure and scale, and economic conditions.

Table 1.1 is a form that helps determine requirements.

The factors displayed in the form should be evaluated according to the potential new product characteristics and the competitive advantage of the product relative to each factor.

This comparative analysis with competitor products will show the advantages and disadvantages of the new product.

The determination of demand should focus on the type of demand, the timing of demand, the users of trial products, the importance of controllable market variables, the overall market structure and market characteristics.

The evaluation of each factor should be based on the characteristics of new ideas and the ability of existing methods to meet special needs.

This analysis will indicate the scope of market opportunities.

When determining the value of a new product to a company, it should evaluate some financial indicators such as cash outflow, cash inflow, contribution to profits and return on investment according to other product creativity and investment options.

Using the form shown in Table 1.2, the specific values of each financial indicator related to the creativity of new products should be determined as accurately as possible, so that a quantitative evaluation can be made.

With the further development of products, these figures can be modified accordingly when more sufficient information is obtained.

In the 1.3.2 concept phase, when a new product idea is considered potential in the product design stage, it will be further developed.

In the conceptual stage, the developed product creativity needs to be tested, so that consumers can accept before making tangible products.

The initial response to the concept was obtained from potential customers and distributors.

One way of measuring the degree of consumer acceptance is face-to-face interviews.