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这一课邀请了Homejoy创始人，她结合自己创业的真实感受为我们讲解了她的创业经验：第一，选择行业，并对该行业有所了解；第二，简单定义企业特点，明确客户群体，实地营销；第三，关注客户价值；第四，建立良好的宣传和推荐机制；第五，三种增长模式——高粘度增长、病毒式增长以及付费增长模式。她用自己创业的真实经历，告诉我们：要坚持创意同时也要在适当的时机学会放弃，找到最适合自己的创业路子。
vt. 描述，画(尤指几何图形)，说成
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- Which is, you know, I have this really great idea.
- 例如，我想到了一个不错的方案
- I don't wanna tell anyone about it.
- 但是我还不想告诉别人
- I'm gonna build, build, build, build.
- 我一个人埋头苦干，把产品做出来
- I'm gonna be telling one or two people and then I'm gonna launch it on,
- 我只告诉了一两个人，然后我把产品通过
- you know, I'm gonna launch it on TechCrunch or some,
- TechCrunch这样的平台发布出来
- somewhere like that, then I'm gonna get lots of users.
- 我就会得到很多的客户
- But what really happens is
- 但是这种做法，是不成功的
- because you did not get a lot of that feedback and stuff like that,
- 因为这种方式不会得到很多的反馈
- you know maybe you get a lot of people to your site,
- 可能会有不少人去访问你的网站
- but no one sticks around because you didn't get that initial user feedback.
- 但是这些客户的忠诚度很低，因为你没有建立最基本的反馈制度
- And then, you know, if you,
- 接下来
- you know, if lucky enough you have some money in the bank
- 如果你够幸运，资金充足的话
- you might go buy some users but sort of,
- 你可以去“购买客户资源”
- it just whittles out over time and you just give up.
- 但是钱总有用完的一天，这样一来你就得放弃了
- This is sort of a vicious cycle and you know,
- 这有点类似于恶性循环
- I actually did this once, and I did this while I was in YC, and that was you know like,
- 在YC工作的时候，我有过这样的失误，我连一款产品都没有发布过
- when I went through YC I didn't even launch a product,
- 我从没有在TechCrunch上发布过产品
- like I didn't even launch in TechCrunch which is a thing you should definitely do.
- 我建议大家应该好好利用TechCrunch这个平台，通过这个平台发布你们的产品
- And so you don't want to ever get into that cycle
- 大家不要进入上述的恶性循环
- because you'll just end up with nothing good.
- 因为那样通常会以失败告终
- So, the next thing is you know, you have an idea and
- 接下来，我要和大家分享的是
- you should really think about what the idea is really solving.
- 一旦你有了一个创意，你应该认真考虑一下
- Like what is the actual problem?
- 这个创意所要解决的问题是什么？
- And so their problem statements you should be able to describe it in one sentence.
- 你应该用一句话来表述你所要解决的问题
- And then you should think, how does that problem relate to me?
- 然后你应该思考，这个问题和我有何联系？
- Am I really passionate about that problem?
- 我是否非常关注这个问题
- And then you should think, okay, it's a problem I have, is it a problem that other people have?
- 然后你应该考虑，这个问题对我来说是问题，那么它是否也困扰着其他人呢？
- And sort of verify that by, you know, just going out and talking to people.
- 为了确认这个问题，你可以和周围的朋友交流一下
- One of the biggest mistakes I've made is you know,
- 以前我犯过一个非常严重的错误
- we started, my co-founder and I, who is also my brother,
- 我曾经和我的合伙人一起，也就是我的兄弟，在2009、2010年前后
- he and I started a company called Pathjoy in 2009, 2010.
- 建立了一个公司——Pathjoy
- And our goal was basically to you know,
- 我们的目标是
- we had two goals in mind one is to create a company that made people really happy,
- 我们有两个目标，让他人感到幸福
- and create a company that was very, very impactful,
- 以及创建一个非常有影响力的公司
- so a good proxy for that is to just create a huge, big company.
- 这可以通过创建一个大公司来实现
- And so we thought, okay, here's sort of what we're gonna solve is you know,
- 我们认为，我们需要解决的问题是
- make people happier,
- 让人们的幸福指数得到提升
- and we first went to the notion of who are the people that made people happy?
- 首先我们想到的问题是哪些人会让我们变得更加幸福呢？
- And you know, we came up with life coaches and therapists.
- 然后我们想到了人生导师和理疗师
- So it seemed kind of obvious to just create a platform for life coaches and therapists.
- 这样考虑了之后，我们好像只需要为人生导师和理疗师建立一个平台即可
- And what happened as a result though was that you know,
- 但是这样做的结果是
- when we started using the product ourselves we,
- 当我们自己接受人生导师和理疗师的指导时
- you know, we're not cynical people by any means,
- 我们发现我们没有那么愤世嫉俗
- but life coaches and therapists are just not people we would use ourselves.
- 我们不需要人生导师和理疗师对我们进行指导
- It was sort of useless to us.
- 这对我们不起作用
- And so, it wasn't even a problem we had,
- 因此，这不是我们自身所面临的问题
- and certainly wasn't something we were super passionate about building out.
- 因此我们也没有那么高的热情去解决这个问题
- Yet we spent, you know, almost a year trying to do this.
- 但是，为此我们几乎耗费了一年的时间来运作
- And so, if you just start, you know, from tegel zero,
- 因此，在你们开始创业之前，在准备制造产品之前
- just like think about this before you even build any product.
- 想一下我刚才所说的问题
- I think you can save yourself a lot of headache down the road from doing something you don't wanna do.
- 那么你就会少走弯路
- So, say you have a problem and you're able to state it.
- 假设你现在已有了一个亟待解决的问题，并能明确表述出来
- Where do you start?
- 那么应该从何处着手开始呢？
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