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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。
n. 优势，有利条件
vt. 有利于
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- I can take questions at this point. Answer one question. Yeah. One question?
- 大家现在可以向我提问。就问一个问题
- So one question online was,
- 我在网上看到一个问题
- if your users have a product that they're already somewhat comfortable with,
- 在你进入这个市场之前，人们已经在用着一些不错的产品
- how do you get them to switch to your's?
- 那么你如何让这些用户成为你的客户呢？
- Right so, there's a switch over costs. I'll tell you the example of Homejoy.
- 好的，这就需要用到转换成本。给大家举一个Homejoy的例子
- So, Homejoy, we actually were creating a new market in the sense that
- 有两种情况，如果客户之前从没有
- a lot of our initial users never had cleaning before.
- 雇佣别人打扫房间的话
- So, it was pretty simple to get them on board.
- 那么说服他们选择Homejoy是比较容易的
- And a lot of people who have cleaners already, really trust their cleaner and they will.
- 实际上，很多人之前有过请别人打扫房间的经历，已经有了熟悉信任的清洁公司
- To get them to come and use something else is actually, probably the most difficult task in the world.
- 要想得到这些客户这是非常非常困难的
- And so, when you're billing things and trying to get people to switch over to you,
- 那么如何使这部分人转变呢？
- what you really need to do is find the moments where your product or what your offering is much better
- 那么你就要找到你的产品优于其他产品的地方
- or very much differentiated from the existing solution they have.
- 或者说你们的解决问题方案与众不同
- So, an example is someone who had a regular cleaner
- 例如，有位用户之前有一位固定的清洁工为他打扫
- and maybe they had a party one day and they needed a cleaning almost the next day.
- 某一天，他举办了一场派对，第二天需要整理派对现场
- And because Homejoy, in most of the areas has next day availability,
- Homejoy当时的日程安排比较宽裕
- they would just come to Homejoy and use it, because they knew they couldn't get their regular cleaner.
- 而那位固定的清洁工没有时间。于是，这个用户就选择了我们为他打扫
- And once they start using the product, then that's when they start realizing the advantage,
- 一旦他选择了我们，就会发现我们的优势
- the little advantages of using Homejoy which adds up to a big advantage.
- 日积月累，慢慢地就会发现用Homejoy有很多方便
- So, a lot of things are, realizing that, leaving cash out, or leaving checks was really annoying,
- 比如，以前用现金或者是支票结账很不方便
- and so billing through online payments was more convenient.
- 现在Homyjoy可以用网上支付，更加便捷
- Being able to book, cancel, and reschedule, according to your own schedule was very convenient and so and so forth
- 在网上还可以预定、取消或者是修改预定时间完全根据用户的时间，非常方便
- And so, it's just, it's really hard to, a lot of people when they build the product, they're like,
- 很多人在设计产品的时候
- and these 50 things are better than, a little bit better than, the existing solution.
- 想让它有50多个优点优于传统的产品
- It's really hard, even if the benefits outweigh the switch-over costs.
- 但是即使成果高于转换成本，接受度也会受到影响
- It's really hard to actually tell that to a user
- 要想让客户把一种新产品的
- and try to get them to aggregate all those benefits over many little things.
- 所有优点都接受这是非常困难的
- It's better to just have one or two things that clearly differentiate yourself from the product so.
- 起初最好只有一两个明显优势
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| 重点单词 | 查看全部解释 | |||
| advantage | [əd'vɑ:ntidʒ] | 联想记忆 | ||
| solution | [sə'lu:ʃən] | 联想记忆 | ||
| availability | [ə.veilə'biliti] | |||
| aggregate | ['ægrigeit,'ægrigit] | 联想记忆 | ||
| convenient | [kən'vi:njənt] | |||
| switch | [switʃ] | |||
| initial | [i'niʃəl] | 联想记忆 | ||
| differentiate | [.difə'renʃi.eit] | 联想记忆 | ||
| annoying | [ə'nɔiiŋ] |
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