{"id":1836,"date":"2022-09-14T18:38:47","date_gmt":"2022-09-14T11:38:47","guid":{"rendered":"https:\/\/fsb-web.tranbang.work\/bai-hoc-kinh-doanh-lon-chua-chac-hay-bang-nho\/"},"modified":"2022-09-14T18:38:47","modified_gmt":"2022-09-14T11:38:47","slug":"bai-hoc-kinh-doanh-lon-chua-chac-hay-bang-nho-s22811111477","status":"publish","type":"post","link":"https:\/\/fsb.edu.vn\/en\/bai-hoc-kinh-doanh-lon-chua-chac-hay-bang-nho-s22811111477.html","title":{"rendered":"B\u00e0i h\u1ecdc kinh doanh: L\u1edbn ch\u01b0a ch\u1eafc hay b\u1eb1ng nh\u1ecf"},"content":{"rendered":"

Nhà lãnh \u0111\u1ea1o \u0111\u1eebng \u0111âm \u0111\u1ea7u th\u1ef1c hi\u1ec7n nh\u1eefng th\u1ee9 ngoài kh\u1ea3 n\u0103ng mà ph\u1ea3i bi\u1ebft d\u1eebng l\u1ea1i \u0111ánh giá, thu h\u1eb9p v\u1ea5n \u0111\u1ec1 và \u0111\u1ecbnh h\u01b0\u1edbng l\u1ea1i m\u1ee5c tiêu \u0111\u1ec3 t\u1ea1o ra k\u1ebft qu\u1ea3 t\u1ed1t nh\u1ea5t.<\/span><\/strong><\/span> <\/p>\n

\t\"\"<\/div>\n

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\tTrong nh\u1eefng chia s\u1ebb trên di\u1ec5n \u0111àn The Entrepreneur Insider network, Matthew Roche – CEO c\u1ee7a Công ty Extole chuyên cung c\u1ea5p d\u1ecbch v\u1ee5 ti\u1ebfp th\u1ecb k\u1ef9 thu\u1eadt s\u1ed1 cho bi\u1ebft, \u0111\u1ec3 thành công, doanh nhân b\u1eaft bu\u1ed9c ph\u1ea3i gi\u1ea3i quy\u1ebft t\u1eebng nhi\u1ec7m v\u1ee5 m\u1ed9t tr\u01b0\u1edbc khi gi\u1ea3i quy\u1ebft h\u1ebft m\u1ecdi th\u1ee9.<\/span><\/span><\/div>\n
\t <\/div>\n
\tThe Entrepreneur Insider network là m\u1ed9t c\u1ed9ng \u0111\u1ed3ng tr\u1ef1c tuy\u1ebfn chuyên \u0111\u1eb7t ra nh\u1eefng câu h\u1ecfi liên quan \u0111\u1ebfn ch\u1ee7 \u0111\u1ec1 tinh th\u1ea7n doanh nhân và ngh\u1ec1 nghi\u1ec7p, và thu hút nhi\u1ec1u cá nhân hi\u1ec3u bi\u1ebft và có t\u1ea7m \u1ea3nh h\u01b0\u1edfng t\u1ea1i c\u1ed9ng \u0111\u1ed3ng kh\u1edfi nghi\u1ec7p M\u1ef9 tham gia \u0111óng góp ý ki\u1ebfn.<\/span><\/span><\/div>\n
\t <\/div>\n
\tTr\u01b0\u1edbc câu h\u1ecfi "M\u1ed9t trong nh\u1eefng quy\u1ebft \u0111\u1ecbnh t\u1ed1t nh\u1ea5t mà ông t\u1eebng \u0111\u01b0a ra là gì?",<\/em> Roche \u0111ã chia s\u1ebb kinh nghi\u1ec7m ra quy\u1ebft \u0111\u1ecbnh c\u1ee7a b\u1ea3n thân thông qua hành trình kh\u1edfi nghi\u1ec7p \u0111\u1ea7y gian nan. <\/span><\/span><\/div>\n
\t <\/div>\n
\tM\u1ee5c tiêu l\u1edbn h\u01a1n ch\u01b0a ch\u1eafc \u0111ã t\u1ed1t h\u01a1n<\/strong><\/span><\/span><\/div>\n
\t <\/div>\n
\tN\u0103m 2003, Matthew Roche cùng anh trai là James Roche \u0111ã thành l\u1eadp công ty Offermatica chuyên cung c\u1ea5p ph\u1ea7n m\u1ec1m phân tích d\u1eef li\u1ec7u tr\u1ef1c tuy\u1ebfn – m\u1ed9t công c\u1ee5 \u0111\u1eafc l\u1ef1c giúp nhi\u1ec1u công ty t\u0103ng doanh s\u1ed1 bán hàng tr\u1ef1c tuy\u1ebfn giai \u0111o\u1ea1n \u0111ó. N\u0103m 2007, công ty \u0111\u01b0\u1ee3c bán cho Omniture, và sau này v\u1ec1 tay Adobe v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m hi\u1ec7n nay \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn v\u1edbi tên g\u1ecdi Adobe Test & Target.<\/span><\/span><\/div>\n
\t <\/div>\n
\tThành công là v\u1eady nh\u01b0ng ít ai bi\u1ebft có kho\u1ea3ng th\u1eddi gian Offermatica không h\u1ec1 t\u1ea1o ra \u0111\u1ed3ng doanh thu nào. Ban \u0111\u1ea7u, Roches xây d\u1ef1ng ph\u1ea7n m\u1ec1m theo h\u01b0\u1edbng cá nhân hóa d\u1eef li\u1ec7u nh\u01b0, phân tích hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng c\u1ee7a m\u1ed9t trang web so v\u1edbi nh\u1eefng trang khác, th\u1ed1ng kê 7 y\u1ebfu t\u1ed1 quan tâm hàng \u0111\u1ea7u c\u1ee7a các nhà tuy\u1ec3n d\u1ee5ng trên website tìm vi\u1ec7c làm,… Tuy nhiên sau \u0111ó, ông \u0111ã \u0111\u1eb7t ra m\u1ee5c tiêu l\u1edbn h\u01a1n khi phát tri\u1ec3n ph\u1ea7n m\u1ec1m lên t\u1ea7m bao quát h\u1ebft m\u1ecdi d\u1eef li\u1ec7u. Ông mu\u1ed1n chúng "hi\u1ec3u" \u0111\u01b0\u1ee3c khách tham quan, có kh\u1ea3 n\u0103ng c\u1eadp nh\u1eadt các thông tin m\u1edbi v\u1ec1 s\u1edf thích, l\u0129nh v\u1ef1c mà h\u1ecd quan tâm d\u1ef1a trên t\u1eeb khóa tìm ki\u1ebfm.<\/span><\/span><\/div>\n
\t <\/div>\n
\t"Chúng tôi dành 12 tháng xây d\u1ef1ng và gi\u1edbi thi\u1ec7u ý t\u01b0\u1edfng tuy\u1ec7t v\u1eddi này \u0111\u1ebfn khách hàng ti\u1ec1m n\u0103ng, nh\u01b0ng không m\u1ed9t ai h\u01b0\u1edfng \u1ee9ng. Chúng tôi khao khát thành công nh\u01b0ng s\u1ea3n ph\u1ea9m l\u1ea1i không t\u1ea1o \u0111\u01b0\u1ee3c ti\u1ebfng vang v\u1edbi khách hàng"<\/em>, ông chua chát nói.<\/span><\/span><\/div>\n
\t <\/div>\n
\tSau \u0111ó, trong m\u1ed9t bu\u1ed5i h\u1ecdp \u0111ánh giá s\u1ea3n ph\u1ea9m, lúc m\u1ecdi ng\u01b0\u1eddi \u0111ang bàn v\u1ec1 vi\u1ec7c ch\u1ecdn m\u1ed9t trong 2 phiên b\u1ea3n t\u1ed1t nh\u1ea5t \u0111\u1ec3 ti\u1ebfp t\u1ee5c gi\u1edbi thi\u1ec7u \u0111\u1ebfn khách hàng thì \u0111ã x\u1ea3y ra tranh lu\u1eadn, cu\u1ed1i cùng d\u1eabn \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh "\u0111\u1ea1i tu" toàn b\u1ed9 s\u1ea3n ph\u1ea9m.<\/span><\/span><\/div>\n
\t <\/div>\n
\t"Chúng tôi \u0111ã ch\u1ecdn cách thu h\u1eb9p th\u1ecb tr\u01b0\u1eddng m\u1ee5c tiêu t\u1eeb \u0111ó \u0111i\u1ec1u ch\u1ec9nh l\u1ea1i s\u1ea3n ph\u1ea9m"<\/em>, và Roche \u0111ã chuy\u1ec3n \u0111\u1ed5i Offermatica thành m\u1ed9t trong nh\u1eefng công ty cung c\u1ea5p ph\u1ea7n m\u1ec1m d\u1ecbch v\u1ee5 (Service as a Sofware-SaaS) \u0111\u1ea7u tiên lúc b\u1ea5y gi\u1edd. Sau này ông th\u1ea5y r\u1eb1ng \u0111ó là m\u1ed9t trong nh\u1eefng quy\u1ebft \u0111\u1ecbnh \u0111úng \u0111\u1eafn nh\u1ea5t mà ông t\u1eebng làm.<\/span><\/span><\/div>\n
\t <\/div>\n
\tNh\u01b0ng gi\u1ed1ng nh\u01b0 nhi\u1ec1u ý t\u01b0\u1edfng l\u1edbn khác, hành \u0111\u1ed9ng c\u1ee7a Roche lúc \u0111\u1ea7u c\u0169ng v\u1ea5p ph\u1ea3i s\u1ef1 ph\u1ea3n \u0111\u1ed1i t\u1eeb nh\u1eefng ng\u01b0\u1eddi xung quanh, trong tình hu\u1ed1ng này là h\u1ed9i \u0111\u1ed3ng qu\u1ea3n tr\u1ecb công ty. Tuy nhiên, khi Roche trình bày rõ ràng r\u1eb1ng khách hàng không ch\u1ea5p nh\u1eadn m\u1ee5c tiêu l\u1edbn c\u1ee7a Offermatica, ban h\u1ed9i \u0111\u1ed3ng quy\u1ebft \u0111\u1ecbnh s\u1ebd theo \u0111u\u1ed5i m\u1ee5c tiêu m\u1edbi, nh\u1ecf h\u01a1n nh\u01b0ng c\u1ee5 th\u1ec3 h\u01a1n cái ban \u0111\u1ea7u. <\/span><\/span><\/div>\n
\t <\/div>\n
\tVà công cu\u1ed9c "thay máu" này \u0111ã giúp Offermatica t\u1eeb m\u1ed9t công ty có doanh thu b\u1eb1ng 0 lên t\u1ea7m nh\u1eefng startup có m\u1ee9c t\u0103ng tr\u01b0\u1edfng nhanh nh\u1ea5t t\u1ea1i Thung l\u0169ng Sillicon v\u1edbi t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng \u0111\u1ea1t 500% ch\u1ec9 trong 3 n\u0103m. "Vi\u1ec7c thu h\u1eb9p m\u1ee5c tiêu mà s\u1ea3n ph\u1ea9m h\u01b0\u1edbng \u0111\u1ebfn \u0111ã giúp chúng tôi thành công. Thành công \u0111ó t\u1ea1o ra ngu\u1ed3n tài nguyên d\u1ed3i dào. Và ngu\u1ed3n tài nguyên \u0111ó giúp chúng tôi \u0111\u1ee7 kh\u1ea3 n\u0103ng quay l\u1ea1i th\u1ef1c hi\u1ec7n ti\u1ebfp m\u1ee5c tiêu l\u1edbn \u0111ang dang d\u1edf"<\/em>, ông nói.<\/span><\/span><\/div>\n
\t <\/div>\n
\tLiên t\u1ee5c thay \u0111\u1ed5i \u0111\u1ec3 thành công<\/strong><\/span><\/span><\/div>\n
\t <\/div>\n
\tV\u1edbi 15 kinh nghi\u1ec7m lãnh \u0111\u1ea1o trong l\u0129nh v\u1ef1c ti\u1ebfp th\u1ecb k\u1ef9 thu\u1eadt s\u1ed1, Matthew Roche cho bi\u1ebft ông ch\u1ee9ng ki\u1ebfn không ít công ty thành l\u1eadp, l\u1edbn m\u1ea1nh r\u1ed3i sau \u0111ó t\u1ef1 h\u1ea1n ch\u1ebf t\u1ea7m \u1ea3nh h\u01b0\u1edfng khi lu\u1ea9n qu\u1ea9n mãi trong t\u1ea7m nhìn gi\u1edbi h\u1ea1n ban \u0111\u1ea7u. Bên c\u1ea1nh \u0111ó, c\u0169ng có nhi\u1ec1u công ty dám thay \u0111\u1ed5i nh\u01b0ng h\u1ecd quên m\u1ea5t m\u1ed9t th\u1ef1c t\u1ebf r\u1eb1ng tr\u01b0\u1edbc khi t\u1ea1o ra th\u1ee9 gì \u0111ó dành cho t\u1ea5t c\u1ea3 m\u1ecdi ng\u01b0\u1eddi thì h\u1ecd c\u1ea7n có th\u1ee9 ph\u1ee5c v\u1ee5 cho m\u1ed9t vài ng\u01b0\u1eddi tr\u01b0\u1edbc \u0111ã.<\/span><\/span><\/div>\n
\t <\/div>\n
\t"Công ty tôi \u0111ang làm vi\u1ec7c – Extole, hi\u1ec7n c\u0169ng có m\u1ed9t m\u1ee5c tiêu l\u1edbn lao mà chúng tôi luôn mu\u1ed1n th\u1ef1c hi\u1ec7n. \u0110ó là xây d\u1ef1ng m\u1ed9t n\u1ec1n t\u1ea3ng marketing \u0111\u1ed9c l\u1eadp v\u1edbi m\u1ea1ng xã h\u1ed9i, có kh\u1ea3 n\u0103ng chuy\u1ec3n \u0111\u1ed5i ph\u01b0\u01a1ng th\u1ee9c t\u01b0\u01a1ng tác gi\u1eefa nhà bán l\u1ebb v\u1edbi khách hàng c\u1ee7a h\u1ecd. Nh\u01b0ng m\u1ee5c tiêu \u0111ó quá l\u1edbn, có th\u1ec3 khi\u1ebfn chúng tôi r\u01a1i vào tình hu\u1ed1ng d\u1edf khóc d\u1edf c\u01b0\u1eddi c\u1ee7a Offermatica ngày tr\u01b0\u1edbc là bán s\u1ea3n ph\u1ea9m mà không thu \u0111\u01b0\u1ee3c \u0111\u1ed3ng nào. Do \u0111ó, k\u1ebf ho\u1ea1ch \u0111ang \u0111\u01b0\u1ee3c ti\u1ebfn hành t\u1eebng b\u01b0\u1edbc v\u1edbi m\u1ee5c tiêu \u0111\u01b0\u1ee3c chia nh\u1ecf. Chúng tôi t\u1eadp trung vào vi\u1ec7c cung c\u1ea5p n\u1ec1n t\u1ea3ng marketing cho phép khách hàng – là các công ty – ki\u1ebfm \u0111\u01b0\u1ee3c l\u01b0\u1ee3ng khách hàng m\u1edbi thông qua nh\u1eefng ng\u01b0\u1eddi \u1ee7ng h\u1ed9 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd. Tôi tin k\u1ebf ho\u1ea1ch này s\u1ebd thành công cùng v\u1edbi s\u1ee9c t\u0103ng tr\u01b0\u1edfng c\u1ee7a Extole s\u1ebd giúp công ty \u0111\u1ea1t \u0111\u01b0\u1ee3c tham v\u1ecdng ban \u0111\u1ea7u",<\/em> ông nói.<\/span><\/span><\/div>\n
\t <\/div>\n
\tNhi\u1ec1u ng\u01b0\u1eddi tin r\u1eb1ng, vi\u1ec7c c\u1ed1 g\u1eafng theo \u0111u\u1ed5i nh\u1eefng m\u1ee5c tiêu l\u1edbn s\u1ebd giúp h\u1ecd s\u1edbm thành công. Tuy nhiên, theo Roche, b\u1ea1n c\u1ea7n chia nh\u1ecf s\u1ef1 n\u1ed7 l\u1ef1c c\u1ee7a mình phù h\u1ee3p v\u1edbi t\u1eebng m\u1ee5c tiêu c\u1ee5 th\u1ec3 và t\u1ea1i m\u1ed9t th\u1eddi \u0111i\u1ec3m, ch\u1ec9 nên gi\u1ea3i quy\u1ebft m\u1ed9t v\u1ea5n \u0111\u1ec1 duy nh\u1ea5t. \u0110\u1eebng \u0111âm \u0111\u1ea7u th\u1ef1c hi\u1ec7n nh\u1eefng th\u1ee9 ngoài kh\u1ea3 n\u0103ng mà ph\u1ea3i bi\u1ebft d\u1eebng l\u1ea1i \u0111ánh giá, thu h\u1eb9p v\u1ea5n \u0111\u1ec1 và \u0111\u1ecbnh h\u01b0\u1edbng l\u1ea1i m\u1ee5c tiêu \u0111\u1ec3 t\u1ea1o ra k\u1ebft qu\u1ea3 t\u1ed1t nh\u1ea5t.<\/span><\/span><\/div>\n
\t <\/div>\n
\tTheo Fortune<\/em><\/span><\/span><\/div>\n","protected":false},"excerpt":{"rendered":"

Nhà lãnh \u0111\u1ea1o \u0111\u1eebng \u0111âm \u0111\u1ea7u th\u1ef1c hi\u1ec7n nh\u1eefng th\u1ee9 ngoài kh\u1ea3 n\u0103ng mà ph\u1ea3i bi\u1ebft d\u1eebng l\u1ea1i \u0111ánh giá, thu h\u1eb9p v\u1ea5n \u0111\u1ec1 và \u0111\u1ecbnh h\u01b0\u1edbng l\u1ea1i m\u1ee5c tiêu \u0111\u1ec3 t\u1ea1o ra k\u1ebft qu\u1ea3 t\u1ed1t nh\u1ea5t. Trong nh\u1eefng chia s\u1ebb trên di\u1ec5n \u0111àn The Entrepreneur Insider network, Matthew Roche – CEO c\u1ee7a Công ty …<\/p>\n","protected":false},"author":1,"featured_media":1837,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[3],"tags":[],"class_list":["post-1836","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cafe-doanh-nhan-e253"],"yoast_head":"\nB\u00e0i h\u1ecdc kinh doanh: L\u1edbn ch\u01b0a ch\u1eafc hay b\u1eb1ng nh\u1ecf - FPT Education<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fsb.edu.vn\/bai-hoc-kinh-doanh-lon-chua-chac-hay-bang-nho-s22811111477.html\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B\u00e0i h\u1ecdc kinh doanh: L\u1edbn ch\u01b0a ch\u1eafc hay b\u1eb1ng nh\u1ecf - FPT Education\" \/>\n<meta property=\"og:description\" content=\"Nhà lãnh \u0111\u1ea1o \u0111\u1eebng \u0111âm \u0111\u1ea7u th\u1ef1c hi\u1ec7n nh\u1eefng th\u1ee9 ngoài kh\u1ea3 n\u0103ng mà ph\u1ea3i bi\u1ebft d\u1eebng l\u1ea1i \u0111ánh giá, thu h\u1eb9p v\u1ea5n \u0111\u1ec1 và \u0111\u1ecbnh h\u01b0\u1edbng l\u1ea1i m\u1ee5c tiêu \u0111\u1ec3 t\u1ea1o ra k\u1ebft qu\u1ea3 t\u1ed1t nh\u1ea5t. 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