Iron must be hard first, and financing must be done by itself. The business plan needs to clarify three key questions: what does our business do, how do we make money, why does the VC invest in us?

1. Those who achieve great things are not afraid of offending people

Less than a month after working in the company, Qin Fangyuan was reported, and it was not anyone else who reported him, but some directors.

Zou Huasheng, who is in charge of the development of media resources, seems to be in a real hurry. One afternoon, when he was queuing up at the door of Zhang Jiahong's office, he complained constantly, and when Zhang Jiahong called him in, the 45-year-old Hebei man said angrily: "What kind of person is Qin Fangyuan, it's so embarrassing!"

Zhang Jiahong corrected him: "It should be called Mr. Qin." What's going on?"

Zou Huasheng said: "You arranged for us to try to meet his needs during this time, and he was good, he occupied it for a week, and called me before six o'clock every day, saying that he wanted to see a few outlets." Just look, just look, you get up so early, people's office buildings, and high-end restaurants, the doors are not open, and the customers haven't gone to work yet! I'm too old, how can I stand such a toss, not to mention, the key is that people haven't opened so early! He said, Beijing is too congested, if you don't leave early, time will be wasted on the road. This is still secondary. The point is, every time you go to a customer, you basically have to stay for half a day. Yesterday, he dragged me up and down several bathrooms in the International Trade Center III Hotel, some of which were not open to the public, only for the company's employees, and he had to go in. On the extra floor of the tenant, he stayed for two hours, counted the number of people one by one, pinched the meter to calculate the time, looked at the time when everyone went in, and the time when he looked at the LCD screen, which surprised the people who went to the toilet, and some even complained. ”

Zhang Jiahong immediately understood what was going on, Qin Fangyuan was working! Although he didn't know what he was doing, at least he was very dedicated. Thinking of this, she sent Zou Huasheng away in a few sentences: "Any request from President Qin, we must meet, this cannot be discounted." ”

Zou Huasheng walked out stupidly, and muttered: "The property said, this young man looks polite, why do you soak in the bathroom all day?"

It was not only the people in the development department who complained, but also the sales people who came to complain, saying that Qin Fangyuan stretched his hand too long and almost ruined the customer relationship. The complaint was filed by Zhang Jiahong's cronies, Li Xiaohong of the third major customer department. This middle-aged woman, who is over the age and is not confused, has followed Zhang Jiahong in the advertising industry for ten years, and it stands to reason that she should be not less conscious. After accompanying Zhang Jiahong to receive a Guangdong customer that day, she complained: "The new Mr. Qin actually asked me for a customer's phone number, saying that he wanted to call some of my customers. This is too taboo, how can my customer's contact information be given to unrelated people? You have spoken, we fully cooperated, there is no way! Give it, but I don't know if he is deliberately making trouble or is not sensible, and he comes up and says to our customer, why do you want to put our media?"

The more she talked, the more angry she became, and Li Xiaohong may not be able to hold back: "How can there be such a question? Even if we do customer surveys, we can't ask such questions! We can't wait to talk to customers in a fanciful way." Look what he's doing, stunned!"

Zhang Jiahong motioned for Li Xiaohong to shut up, but she didn't understand what Qin Fangyuan was doing in her heart.

The only one who was not harassed by Qin Fangyuan was Xiao Nan, director of the second department of key accounts. Xiao Nan also heard Li Xiaohong's rumors about Qin Fangyuan, and secretly congratulated himself that he hadn't met him.

Good luck doesn't last long. At noon one day, Qin Fangyuan asked Xiao Nan to have lunch together. That time, Qin Fang was far from running over and saying in Xiao Nan's ear, nor on the internal automatic office system (OA), but standing at the door of his office and shouting at Xiao Nan, that's okay! In order to save costs and also have the meaning of mutual supervision, the company opened up the large office area, and the vast majority of people worked in the large office area, even the sales director was no exception. Therefore, when Qin Fangyuan shouted to Mr. Xiao, the employees in the large office area heard it, and they stopped what they were doing in unison, looked at Qin Fangyuan in unison, and then turned to Xiao Nan. Xiao Nan is embarrassed, even if he has seen so many big bosses and big customers, he has never seen Xiao Nan's face so red. Xiao Nan was weighing at that moment, to go, or not to go? Xiao Nan didn't plan to go, she knew that many little girls in the company were eager to have lunch with Qin Fangyuan, who was she Xiao Nan, so she didn't want to slip away. After struggling for a long time, Xiao Nan decided to accept the invitation and go to see what he could do to me.

Xiao Nan's ancestral home is Changchun, northeast, and his parents are from the geological brigade, often in the field, and he has no fixed residence. When she was 5 years old, she followed her grandfather to her uncle who worked in Deyang, Sichuan, until she was 18 years old, and then attended the China Institute of Labor Relations. When she was in college, she started to work in some advertising agencies, and after graduating from her senior year, she went to Newcastle University in the United Kingdom to study marketing at her own expense.

Xiao Nan is one of the few people who can sign a real money list for the memory media. At an internal marketing experience exchange meeting, Zhang Jiahong proposed to let Xiao Nan talk about his experience and share it with everyone. Xiao Nan said: "A lot of well-established cooperation can't be carried out because those things are what you want to do, not in the other party's plan. Therefore, the deeper the network, the more you must do your homework in advance, study the other party in depth, and grasp a strong demand point of the other party to design a targeted plan, so that the other party can directly choose Yes o

No (to do or not to do). Don't talk about concepts like strategic cooperation, start from one point and work together first. ”

This weak woman, who seems to be very emotional, sees the problem more deeply than those pretentious men.

Many people think that there must be no shortage of men around Xiao Nan, but in fact, they are all wrong. After Xiao Nan returned to China, she never met a man, although she also wandered around nightclubs, or hiking, horseback riding, and mingled in some very manly activity spaces, but she has always been clean and self-conscious. Xiao Nan's first love was in England. She found that there was a serious problem with the man's qualities, and while dating her, she also maintained an intimate relationship with another Shanghai girl in London, no wonder he often ran to London. After Xiao Nan knew the truth, he didn't hesitate, he took a knife in his hand, broke off the relationship, and quickly crawled out of the lost love, and swallowed the knocked out teeth into his stomach.

Qin Fangyuan made an appointment at the Caixianggen Restaurant near Oriental Plaza. He said to Xiao Nan, knowing that you can eat spicy, you can eat spicy, and even no spicy food. Xiao Nan was slightly stunned when he heard this, and his heart was touched for a while: Oh, how does he know my eating habits? In the workplace, unless someone who is very close, who will share his personal hobbies with others? This belongs to a personal private space, either people who don't care about it are not interested at all, or they have ulterior motives if they pay attention, or they are interested in either girlfriends or suitors.

They found a location close to the windowsill, outside the window is Peking Union Medical College, the capital of Chinese medicine, this real estate built with the United States Gengzi indemnity, gray bricks and green tiles, vermilion walls, antique, there is a kind of vicissitudes of calm. They sit down and order. Qin Fangyuan said: "Let's order two dishes and one soup, each person orders one dish, how about a radish crucian carp soup for the soup?"

Xiao Nan said: "Okay, it's worthy of coming back from the United States, and even ordering food must reflect fairness." In the UK, it is generally the man who invites, the man who orders, and the man who pays. ”

Xiao Nan's words made Qin Fangyuan a little embarrassed. After ordering, Qin Fangyuan said: "Do you know the 'magpie'? ”

Xiao Nan shook his head.

"It's your Newcastle United!" Qin Fangyuan sighed, "Every team in the Premier League has a nickname, for example, Arsenal is called 'Gunners', Blackburn is called 'Tramp', Bolton is called 'Fast Horse', Sunderland is 'Black Cat', Charlton is nicknamed 'Cod', and it is rumored that their players in the early 20th century generally loved to eat cod. ”

"I've been to their games, but it's not as good as you, I'm not a fan. ”

"How many years have you been in the advertising industry? You're a year younger than me!" Qin Fangyuan asked seemingly nonchalantly.

Xiao Nan immediately became vigilant: "Isn't it impossible to ask the lady's age casually?"

Qin Fangyuan Yile: "I have seen the personnel files of the company's director and above. Of course, with the approval of the chairman. ”

Xiao Nan understood, and at the same time felt a little stripped of his clothes. She took over the conversation: "Is it a beauty pageant, or is it a person?"

As soon as she said this, she wanted to laugh a little, remembering that those girls were all rushing to talk about Qin Fangyuan in private, but they had been here for more than a month, but no one had to talk to her. Maybe they thought that Qin Fangyuan had a girlfriend, so what were they afraid of? As long as they weren't married, anyone would have a chance to compete. What's more, the girlfriend is still in the United States, the mountain is high and the emperor is far away, how can it be compared to the building near the water to get the moon first.

Xiao Nan's expression became more and more relaxed, and he said: "I have been working in advertising for three years, and I only studied in the UK for a year and a half, and I entered the advertising circle after returning to China." This industry is a vanity fair. ”

Qin Fangyuan said: "I heard that women have an advantage over men in advertising. ”

Xiao Nan said with some disdain: "Do you want to say that women have physical advantages? I know that there is a popular saying in the advertising circle: women who pull advertisements are 'three escorts', eating, drinking, and sleeping together; men are 'three fights', fighting for wine, money, and physical strength." Do you think I pull ads on my body?"

Qin Fangyuan hurriedly said: I'm sorry, it's just a paragraph, and there is no offense. Xiao Nan looked at Qin Fangyuan's sincere appearance, and couldn't help but smile, he has been in the advertising circle for a long time, and it seems that seeing a simple face is a luxury.

They chatted while eating. Maybe it was intentional, Qin Fangyuan behaved casually, he casually asked Xiao Nan a question: "Your marketing profession often creates some new terms, I don't understand, today I ask you, a professional, how to distinguish between promotion, promotion, marketing and brand sales?"

Xiao Nan understood that Qin Fangyuan was testing her, and thought to herself: Hmph, what is this, how can it stump me? She thought for a while and said, "Let me give you an analogy." The guy says to the girl, 'I'm the best, I promise to make you happy, be okay with me' – that's a sales pitch, the guy says to the girl, 'My dad has three houses, he's good with me, it's all yours in the future' – that's a promotion, the guy doesn't confess to the girl at all, but the girl is fascinated by the boy's temperament and demeanor – that's marketing, the girl doesn't know the guy but all her friends praise the guy – that's the brand. ”

This vivid and interesting metaphor made everyone who was eating next to him so happy that he almost sprayed rice, and of course Qin Fangyuan was also very happy, and he was a little impressed by her.

After lunch, Xiao Nan said that he was going to the North Fifth Ring Road to meet a customer, and as soon as he finished speaking, Qin Fangyuan rushed to say, "I'll go too!"

Xiao Nan looked at Qin Fangyuan and thought he was joking. In the advertising circle, there is a firewall between businesses, and it is generally not easy to touch the customers of colleagues. "So how do I introduce you? Special assistant to the chairman, or director of investment and financing? But these brands don't have a lot of boundaries with the advertisers who meet me. Xiao Nan was a little deliberately teasing him.

In fact, she weighed it in her heart for a long time, Qin Fang was far from being in business, there was no internal competition, and Xiao Nan gradually liked this tall southern boy in her heart.

Qin Fangyuan looked serious: "Don't introduce anything, just say that I am your new subordinate." Then, after speaking, he added: "Just say that you are a follower, a bag." ”

Xiao Nan smiled from the bottom of his heart: "What a stylish follower, great value for money." ”

It was also a beautiful day, as if they knew that they were going out, and it rained heavily in Beijing that afternoon, and the cars on Chang'an Street were almost going down the river, splashing with bursts of water. People are running to the supermarket to escape the rain or to crowd the subway.

Xiao Nan had no way to cancel the meeting with the client. This customer made an appointment three times before making an appointment, and although it was pouring rain, Xiao Nan still took Qin Fang to take the subway.

On the subway in Dongdan, it was very crowded. It has only been more than a month since he returned to China, and Qin Fangyuan is already very accustomed to squeezing the subway, and as soon as he enters, he grabbed a position.

Qin Fangyuan had just sat down, ready to get up and give up to Xiao Nan, but he saw a pregnant woman next to him, he and Xiao Nan glanced at each other, and decided to give up their seats to the pregnant woman.

As soon as he got up, he "snapped", and another firm ass sat down, not the pregnant woman, but a man in his thirties who was not interested. This person probably looked at it for a long time, and as soon as he saw Qin Fangyuan get up, he immediately sat on his ass, and the pregnant woman stood aside stupidly.

Qin Fangyuan immediately said unceremoniously to the man: "This is what I let the eldest sister sit on, it is a special situation, please get up." ”

As soon as the man saw that Qin Fangyuan was a hairy young man, he didn't turn his head and ignored it. Qin Fangyuan repeated it again, but the man still ignored him. The third time, Qin Fangyuan frowned tightly and said, "I hope you get up, if you don't get up again, I will be rude to you!"

"You're welcome, it's not your seat, it's a public seat, and whoever grabs it belongs to whomever it is. ”

As soon as the other party's words fell, he saw Qin Fangyuan quickly make a move, grabbed the other party's collarbone, flipped his wrist up, and with just a slight mention, the other party screamed, his eyes were full of pain and inexplicable fear, and he immediately obediently got up and gave up his seat.

The whole carriage clapped and applauded. It seems that people are not afraid of evil, but of the price of fear for good.

All of this is in a matter of minutes. Xiao Nan saw it in his eyes, and was a little moved, such a thin young man, there were still so many moments, the moment he made a move, his brows were upside down, his face was awe-inspiring, and a long-lost masculinity hit.

Well, a sense of security, something that is scarce in this society, Xiao Nan thought, this man has.

When he got out of the subway, Xiao Nan said, "What if you can't beat someone just now? What if the other party has an accomplice? Aren't you afraid?"

Qin Fangyuan was like a naughty big boy at this time, and he smiled: "To tell you the truth, it's no problem for me to deal with three people at the same time, but any more is enough." ”

Xiao Nan was surprised: "Dealing with three people at the same time?"

"Hehe, yes. I have been practicing Guangji Yuejiaquan since I was a child, my father Lian Haigong is one of the descendants of Yuejiaquan, strong combat, although the family did not let me continue to learn after junior high school, but the foundation is still there, and after going to college, I practiced some sanda. I joined the school's sanda team, but I didn't have the time and venue to practice when I returned home. Isn't that forcing me to practice my hands?"

Xiao Nan listened attentively.

2. It's not a good thing to get several VC calls a day

When Qin Fangyuan was still outside with his colleagues from the company's operations and development department to do an investigation, Zhang Jiahong personally called him and asked him to rush back to the office, saying that a state-owned investment fund came to see the project: "You come and see how to deal with it, and this matter will be handed over to you in the future." This is introduced by my husband through his own relationship, they said it is reliable, I don't know the bottom of my heart, you can see it first. ”

It has been less than a month since Qin Fangyuan came back, and the company's situation is already familiar. Although Zhang Jiahong of this fund was upset and reluctant to meet, he finally decided to let people come to the door, and it is estimated that it is not an ordinary relationship, at least a little more important than those who call over without authorization!

Li Beibei at the front desk once received several calls from VCs in one day, including some PEs, Qin Fangyuan turned them around when he was in the office, and gave the other party Qin Fangyuan's mobile phone number when he was not there. When Qin Fangyuan first received the call from the other party, he had a natural affection, after all, they were all investment banks or investment funds, and their peers had a fate in their previous lives. The first call was from a young man, and it was said to be a 300 million yuan renminbi fund in Zhejiang. The young man was a year or two younger than Qin Fangyuan, and when he came, he asked him some basic questions and asked for some information. Qin Fangyuan made full preparations before the reception, and mastered some data, including industry prospects, business models, SWOT analysis (a strategic analysis method, S, W, O, T represent advantages, disadvantages, opportunities and threats respectively) and so on, and looked forward to the other party digging deeper, but after chatting for a long time, the young man couldn't ask difficult questions, Qin Fangyuan was stunned, and ended in a boring way. Before leaving, the young man also hinted to Qin Fangyuan that although he was an investment manager, he reported directly to the managing partner. The implication is that he is highly valued in investment companies and has a strong right to recommend. Qin Fangyuan thought to himself: Is this an investment manager still quite favored? Brother, this is a professional food. One day, Qin Fangyuan reported this to Zhang Jiahong, and Zhang Jiahong was happy when he heard it: "Oh, I was the same as you before, I don't know how many calls I received, some of them were called by myself and some were introduced by acquaintances." I wondered, why are so many people rich nowadays? It's not easy to make money now, and if I wasn't short of money, what kind of equity financing would I have? Isn't it impossible to get a bank loan? I really didn't expect that as soon as the news was released, a series of people came to me, and as a result, there was basically no follow-up after talking. At the beginning, we talked enthusiastically, and when it came to financial figures, such as net profit margin, growth rate, and coverage rate, people would change their faces when they went out, and they wouldn't answer their phone calls, or they would reply to their emails. Fang Yuan, in the future, this hard work will depend on you, the young man has good physical strength. However, don't see anything unreliable, or choose some high-quality ones. ”

Later, Qin Fangyuan saw a few more times, and found that it was indeed similar to what Zhang Jiahong said. However, after all, Qin Fangyuan was born in an investment bank, and he knew that even an ordinary investment manager had to look at two or three projects a week, flying around all day long, it was very hard, and he didn't necessarily have to invest in the project. However, before going to see the project, they didn't even understand the basic situation and had a simple ABC communication, which really cost people and themselves, and even more expensive their own management funds.

This time, Qin Fangyuan heard that although Zhang Jiahong was disdainful of this investment fund, he was still a little moved, but he was not sure, what if there was a drama? Therefore, as soon as Qin Fangyuan heard this tone, he knew how to deal with and treat it. He made a phone call to Shi Wenqing, and if he was in Beijing, he would come over to receive him together.

Shi Wenqing arrived at Oriental Plaza almost at the same time as Qin Fangyuan.

Two people came from the other party, the lady was slightly older, surnamed Han, and the man who accompanied him called him Mr. Han, who was only 40 years old, with an elegant temperament, and touched it lightly when shaking hands, but it was not as hard as when Zhang Jiahong shook hands with the guests. She sat down softly, stilted her legs on the sofa, and smiled with a smile in her eyes. Looking at Qin Fangyuan and Shi Wenqing, who were busy handing out business cards and beckoning the front desk to pour tea, she said, "Don't be busy, just drink boiled water." I don't drink tea, and it's easy to fall asleep when I drink tea. ”

When he came up, he exposed his weaknesses, this trick is called kissing first and then fast, Qin Fangyuan thought, this woman is a little not simple. She waited for Qin Fangyuan and Shi Wenqing to sit down, and then said: "You Mr. Zhang said that both of them are young talents, graduated from Ivy League schools, born on Wall Street, and are terrifying!"

Qin Fangyuan just bowed his head to show his approval. In Qin Fangyuan's impression, Shi Wenqing has always been pretentious, and he has always accepted these praises without modesty. This time, Shi Wenqing kept nodding and said: "We have won the award, we are still only shallow in learning, and we should ask our seniors for more advice." ”

Qin Fangyuan suddenly felt a little disgusted with Shi Wenqing from his heart, and he glanced at Shi Wenqing blankly. Shi Wenqing didn't seem to see it, and looked at the two VIPs wholeheartedly.

Han is always the director of the direct investment department of a listed insurance company. The man may think that these two young people do not know the importance of the matter, and when exchanging business cards, he kept introducing that Mr. Han is directly responsible for specific investments, and he is also one of the five members of the investment review committee of our company, and he has a key vote.

Of course Qin Fangyuan and Shi Wenqing understood the transmission of this information.

The man introduced their fund and past investment performance, including the physical examination chain, etc., six projects have been listed, and there are seven to be listed; Although it is not as lucrative as the current returns of venture capital funds in those places in Shenzhen, it also has a bright future.

Qin Fangyuan introduced the company's history, management team, organizational structure and business model.

Mr. Han, who was listening intently, suddenly spoke: "What is the net profit now?"

Qin Fangyuan was just about to speak, but was preempted by Shi Wenqing: "According to our forecast, the net profit next year will be around 60 million, and it is in the stage of starting the outbreak period. ”

"What about last year? It's been three quarters this year, how many are expected this year?"

"Last year it was negative, and this year it should be around 15 million. The industry is explosive. ”

Speaking of this number, Qin Fangyuan observed that a trace of disappointment flashed in Mr. Han's expectant eyes.

Mr. Han said: "I am a fast-talking person, and this performance should be okay." As long as the net profit of 30 million can be reached next year, you can report materials and go on the GEM, which is enough. ”

"Wait, Mr. Han, I won't tell you that our company is not suitable for the domestic GEM. Qin Fangyuan interrupted Mr. Han's words.

Shi Wenqing was obviously a little dissatisfied with Qin Fangyuan's behavior, and also glanced at Qin Fangyuan.

"Why is that?"

"This is because: first, our company is an overseas structure, the company has registered a pure foreign-funded company in the British Virgin Islands at the time of the first round of financing, and the company intends to choose the NASDAQ for listing in the future; ”

Mr. Han listened to Qin Fangyuan's explanation, first affirmed, saying that the company has designed an overseas structure, which is not bad, and has an international vision;

Qin Fangyuan understands that she is already thinking about the company's next step, which is nothing more than entering the share reform, submitting it to the Securities Regulatory Commission, passing the meeting, and then going public, cashing out and leaving, which is basically completed in three years, and will not drag on for four years at most.

The man who was silent on the side said, "Oh, that sounds good, there is still a net profit of 15 million." 60 million next year, the share reform can be carried out at the end of the year, and it will be submitted to the meeting in the first half of the next year, and it should be listed in the second half of the year. We have a one-year lock-up period, which is the second half of the third year, and we can successfully exit. Mr. Han, this is exactly the project we are looking for, the middle and late stage project, which is P

e-IPO. ”

Mr. Han responded with a smile.

Qin Fangyuan knew in his heart that from the perspective of financial data, it seemed that they could move forward according to the logic of the other party, but once they picked out the details one by one, they would find that they were completely different, and the so-called devil was hidden in the details.

With his professional sensitivity, he knows that what seems to be very good at the beginning is often not necessarily perfect, and the so-called happiness begets sadness, while what is troublesome at the beginning can often succeed. Just like Westerners, like Shanghai men, bargaining during negotiations is even tireless, but once the negotiations are finalized, the implementation result is basically perfect, and the so-called "standing in front can write in the back"; while people in a certain good wine place in China often pat their chests at the beginning and agree very happily, and even sign a contract, but the implementation is procrastinated or even breached, and the result is a big disappointment.

Before leaving, Mr. Han said that they would go back to study it, hoping to get the business plan provided by Mingming Media. From the initial information obtained, they were still very interested.

Seeing off Mr. Han and his entourage, Shi Wenqing followed Qin Fangyuan back to the office, and he complained to Qin Fangyuan: "Why do I think you have no confidence in yourself?

Qin Fangyuan closed the door and said to Shi Wenqing: "I know you have an opinion, but we can't just follow them as soon as we hear someone vote, we should be honest." We originally designed the overseas structure, this is the most basic fact, if you don't even tell the other party this, the other party will find out during the due diligence, and then no matter how much you explain, it will destroy our image and trust - you analyze it yourself, isn't it not suitable for the GEM?"

"That can't stop people's thoughts all at once. Meals should be eaten in one bite, information should be released one by one, so many key information should be released at once, not choking the other party to death, but also scaring the other party to death, this is negotiation, it is experience. ”

"Then you have to be open and honest, hide it, the information is not transparent, and sooner or later there will be problems. On this issue, we should agree, you say?"

"Well, you're always right. If you had a deeper understanding of Mindful Media, you wouldn't be talking to me like that. ”

Afterwards, Zhang Jiahong asked Qin Fangyuan about the situation. Qin Fangyuan said: "The other party expressed interest and needed further contact. Personally, I don't think they will vote, they think P

The e-IPO project, like most funds, comes in with the idea of going public within a year or two as soon as possible. Judging from our current performance, it will certainly not be that fast, and even if they invest, they will be valued on the basis of net profit, which is not good for us. ”

As soon as she heard the net profit valuation, Zhang Jiahong's face was not good-looking, she understood her business very well.

"Mr. Zhang, I personally believe that we still choose foreign currency funds, firstly, according to the company's structure and future listing location, and secondly, the style of foreign currency funds is more suitable for us. ”

"It doesn't matter what foreign currency or renminbi it is, if it can be invested in, it is a good currency. Zhang Jiahong opened his mouth and said, "I only care about when the money will come in." ”

Qin Fangyuan wanted to laugh a little, although Zhang Jiahong was not confused when he was too old, sometimes he spoke cuter than him, and even a little innocent. Qin Fangyuan said: "RMB funds are generally not patient enough. Judging from the people I have contacted during the time I joined the company, although some of them are under the banner of VC, they are all doing PE business. In other words, they are eager to invest this year, go public next year, and withdraw and cash out the year after next, which is a task that we cannot accomplish. ”

"Yes, yes! Qin Fangyuan's words came to the Zhang family's red heart, "Lao Yan has the same opinion as you, and it is also recommended to find foreign currency." I don't know the specifics, so let's follow this line of thought!"

3. Key to financing: Clear business model

After investigating the company for more than a month, Qin Fangyuan basically figured out the company's situation. At his suggestion, the company convened a business discussion meeting.

There is a relatively large conference room in the company, which can accommodate hundreds of people, and Qin Fangyuan suggested arranging the seats in the way of a round table to reflect equality and allow everyone to speak freely.

Zhang Jiahong's opening remarks made the sales directors frightened: "Now the sales are not good, and I haven't entered a single cash list in the past two weeks, and I want to hear everyone's opinions." ”

"One of my key customers complained that there were too few outlets, and according to the current quotation calculation, the investment in each outlet is very large, no less than some local satellite TV. Xiao Qiang said, "When the density of our outlets is enough, we will put it on." ”

"To tell you the truth, now that we don't have much cash on hand, how can we continue to lay outlets?" Zhang Jiahong said, "Complaining is not the solution to the problem, we just have to find a way to get more contracts under the existing conditions." ”

Zhang Jiahong turned to the head of the sales of Hua Dan Xiao Nan, and in the past month or so, her business has also stagnated, which makes Zhang Jiahong more nervous.

Xiao Nan is also a little helpless: "There are some customers who have been maintaining communication, and it is not yet time to place an order. ”

Zhang Jiahong was a little disappointed. Some other sales directors also said that new customers have a process of understanding this kind of new media, and it takes time to sign orders, while old customers have been monitored after launching, and found that the effect is not ideal, and the input and output are not proportional, so they are hesitant to invest again.

Zhang Jiahong was very anxious. After chatting a lot with those miscellaneous VCs, she also knows that only net profit is king, which is related to whether and how much money can be raised. Although the capital market is crazy now, it is a seller's market, but the main performance like this can't get up, and no matter how much money is raised, it will be in vain, let alone listed on the NASDAQ.

Qin Fangyuan heard it in his ears, he was anxious in his heart, and he felt that he couldn't make it out.

A few days ago, Zhang Jiahong suddenly asked him: "Has Monica contacted you?"

Qin Fangyuan was stunned, who was Monica? It took him a while before he remembered that it was a girl Shi Wenqing had met when he took him to the party. A few days after the party ended, I received a call from Monica inviting him to dinner. Qin Fangyuan really didn't have a good impression of her, so he politely declined.

How did Zhang Jiahong know? He suspected that it was Shi Wenqing, the kid, who reported the news.

Zhang Jiahong said tentatively: "Monica has a large amount of advertising expenses, and we can drink a bowl of soup when people eat meat, so it's urgent!"

Of course, Qin Fangyuan knew the meaning of Zhang Jiahong's words, he felt that it was seriously unreliable, who was with whom! They were originally meeting in Pingshui, even if it was true that as Shi Wenqing said, Monica had a good impression of herself, but she was not interested in her. What about the daughter of a high-ranking official? What about managing advertising? It has a five-cent relationship with me! Thinking of the Internet term "five-cent relationship," Qin Fangyuan secretly humored in his heart.

Qin Fangyuan met Zhang Jiahong's gaze and said firmly: "Mr. Zhang, that's impossible!"

Zhang Jiahong's originally burning hope was extinguished in an instant.

The ** of this day's meeting was in Qin Fangyuan's part. Qin Fangyuan stood up and first played the PPT he made, about the precise positioning of customers, the analysis of consumption habits, and the analysis of input costs and benefits.

This is the first time Zhang Jiahong and they have seen Qin Fangyuan's PPT, which is worthy of being mixed on Wall Street, and it is the first thing to do, the logic is clear, and the analysis is in place.

Then, he arranged for the office staff to bring over a whiteboard, which was specially arranged for the office to be purchased before the meeting, and he developed a habit of meeting analysis on Wall Street. He wrote and drew on the whiteboard, and said as he wrote: "I know that it is not easy to sell on the front line, what is the bottleneck we are encountering now? It is not the number of outlets, not the amount of investment, nor the amount of commission to customers, I think it is a problem of business model." ”

Everyone pricked up their ears.

"One thing we always want to focus on is to create value for our collaborators. There are two types of collaborators: one is the collaborator of resource development, and the other is the customer who spends money on advertising. What kind of value do we create for them, how much value do we create? That's the key to the question. ”

Then, he wrote some numbers on the whiteboard: "Where is the value created for customers? Advertising customers are nothing more than to obtain the following two values: first, increase sales, which is the main demand of the vast majority of small and medium-sized enterprise advertisers. For every dollar they put in, they have to calculate how much product they can sell and how much revenue they can bring. Second, to expand visibility, this kind of appeal is mainly the brand appeal of large enterprises, including enhancing reputation and credibility. ”

When Qin Fangyuan was speaking, the conference room was quiet. Qin Fangyuan analyzed how many people watch an LCD screen every day, how long each person watches it, what kind of content they are interested in, and what form of advertising meets the needs of customers.

At this moment, Li Xiaohong, Zou Huasheng and other people who didn't understand Qin Fangyuan's grotesque behavior at the beginning really understood, and when Qin Fangyuan finished this short analysis, the conference room suddenly burst into thunderous applause. The applause was brought up by Zou Huasheng, and he applauded Qin Fangyuan from the bottom of his heart: "Mr. Qin soaked in the bathroom those days, counting heads, counting people's heads, counting time, observing the program and paying attention to it, it turns out that there are a lot of articles in it! The property is still unfriendly to us, and scolds us Mr. Qin, now I just want to say that they are neurotic!"

Qin Fangyuan was like a scheming general, enjoying these applause to the fullest. Perhaps, he heard about the complaint of these people.

Qin Fangyuan was encouraged and continued: "We need to make some improvements to our business model. ”

"What is a business model?" he said to himself without waiting for a reaction from below, "To put it bluntly, it is how we can get customers to pay you out of their pockets through our products and services." In order for investors to invest in you, we have to tell investors how we get revenue from our customers in the shortest possible time. For example, it is more popular in the market to invest in asset-light companies, with a clear business model, such as Ctrip's booking and ticket booking; some are slightly more complex, such as Dangdang.com and Jingdong Mall, pure e-commerce, selling things online, need to have inventory, transportation and distribution, logistics and distribution require them to increase investment, land acquisition, leasing, and building teams; some are more indirect, such as the early Sina, Sohu, NetEase and other portals, free for a long time, mainly relying on advertising revenue; like the recent group buying, mainly through the business flow sharing to make money. The business models of these companies are clear. ”