chapter 6 thinking the sm es idea
TRANSCRIPT
The SMEs Idea Generation:
Should you start the SMEs or Not ?
Prof. (Dr.) Kao Kveng HongPh.D., D.Litt., D.Sc.
Chapter-8
Overview Topic
• Why need to start SMEs ? • How to estimate SMEs start up? • Decision to starting the SMEs?
Why need to start SMEs? អត្ថប្យោ�ជន៍ដែ�លអ្នកនឹងទទួលបានយោ�យោ�លដែ�លអ្នកយោ���ជាម្ចា� ស់អាជ�វកម្ម ផ្ទា$ ល់ ម្ចាន�ូចជា៖
• ប្រា�ក់ចំណូលមិនកំណត់ យោ�យោ�លដែ�លអ្នកយោ���ការឱ្យ អ្នក�ទៃទ ប្រាបាក់ចំណូលរបស់អ្នកប្រាតវូបានកប្រាមិតយោ2តាមរចនាសម្ព័ន្ធ
ប្រាបាក់ដែ8ដែ�ល អ្នកយោ���។ បុ៉ន្ការយោ���ជាម្ចា� ស់អាជ�វកម្ម អ្នកនឹងម្ចានប្រាបាក់ចំណូលមិនកំណត់។ ប្រាបាក់ចំណូលរបស់អ្នកប្រាតវូបានភ្ជា= ប់យោ2នឹងកប្រាមិតការងារនិងភ្ជា� ច្ប្ឌិតដែ�លអ្នកអាចយោប្រាប�វាយោ2ជា ការផ្ស��ផ្សាយនិងការវវិត្តន៍ទៃន ផលិតផល យោសវាកម្ម ឬគំណិតរបស់អ្នក។ មិនដែមនរាល់អាជ�វកម្ម
តូចៗសុទ្ធដែតអាចរកប្រាបាក់ចំណូលបានយោនាះយោទ ដែ�លយោនះគឺជាហានិភ័យមួយដែ�លអាជ�វករគ្ប់របូ គួរដែត�ឹង បុ៉ន្ប្សិនយោប�អ្នកអាចយោ���ឱ្យអាជ�វកម្មរបស់អ្នក�ំយោណ� រការបាន យោនាះអ្នកនឹងដែលង8�ល់�� យោរOងប្រាបាក់ចំណូលដែ�លប្រាតវូបានកំណត់យោPយ យោQហា� យនាយយោទRតយោS�យ។
• សុវត្ថិភាពការងារ យោ�យោ�លយោស�្ឋកិច�ធ្លាV ក់ចុះ គឺជាយោ�លដែ�លអប្រាតាអ្នកគ្មា្ម នការងារយោ���យោក�នយោX�ង។ ការយោ���ជាម្ចា� ស់
អាជ�វកម្មផ្ទា$ ល់អាចធ្លានាសុវត្ថិភ្ជា�ការងាររបស់អ្នក ។ យោប�យោYះប�ជាម្ចា� ស់អាជ�វកម្មប្រាតវូ8�ល់��បញ្ហា[ យោស�្ឋកិច� និងប្រាតវូប្ឈមមុ8នឹងការយោX�ងចុះទៃនយោស�្ឋកិច��ូចអ្នក�ទៃទក៏�ិតដែមន បុ៉ន្អ្នកមិនចាបំាច់
8�ល់��ការប្រាតវូយោគយោ�ញយោចញឬបញ្ឈប់ការងារជា បយោb្ត ះអាសន្នយោនាះយោទ។•
Why need to start SMEs? • សេសរភីាពក្នុងការសេរ�បចំសេពលសេវលា•
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សុកភ្ជា�យោ�ក្នងុផ$ះរបស់អ្នក យោS�យអ្នកអាចយោប្រាកាក��យោគងយឺតជាង�ម្មតាបន្តិចយោ�យោ�លប្រា�ឹក។ តារាង យោ�លយោវលារបស់អ្នកស្ថិតក្នងុកb្ត ប់ទៃ�របស់អ្នក យោS�យអ្នកអាចយោ���ការយោ2តាមយោ�លយោវលារបស់អ្នក។
• ការគ្ប់គ្ងការងារ
ការយោ���ជាម្ចា� ស់អាជ�វកម្ម អ្នកអាចយោគចយោចញ��ភ្ជា�តានតឹង ( ស្ស) ទៃនយោគ្មាលការណ៍ក្នងុការល័ិយ។ យោPយសារដែតអ្នកគឺជាមនុស្សដែ�លម្ចានតំដែណង�ំជាងយោគក្នងុប្រាកមុS៊ុន អ្នកមិនចាបំាច់ប្រា�យួបារម្ភ�� ការ�្យា�មសម្ងយោ�មុ8មិត្តរមួការងារ ឬការដែអបអបថ្នា្ន ក់យោល�របស់អ្នកយោនាះយោទ។ គ្មា្ម នកង�ល់ Yងំអស់យោនះ អ្នកអាចចំbយការយកចិត្តទុកPក់របស់អ្នកYងំប្រាសងុយោ2យោល�ការវវិត្តន៍ របស់ប្រាកមុS៊ុន
និងយោ���ឱ្យផលិតផលឬយោសវាកម្មរបស់អ្នកកាន់ដែតប្យោស�រយោX�ង។
Basilisa’s compelling reasons to do business Enterprise:CRISIS + FAMILY SURVIVAL + FAMILY
College Drop-out’s compelling reasons:• Regain the trust of her parents• Prove her worth among her peers
Jay Aldeguer’s 5 compelling reasons:• Transforming idea into reality• Augment school allowance from parents
• Saw a gap in the souvenir industry• Help employees achieve their own
goals• Provide security for his children
Social Entrepreneurs
Rags2Riches• Poor women living in garbage dump in the
Philippines earning just 1,200 riels a day making rags from scrap cloth.
• 8 young professionals got together to help the women through good product designs and marketing the products.
• In 4 years, Rags2Riches has supported 400 women, recycled 510 tons of scrap cloth, and gave each woman income of $9 per day.
Sri Lanka: Tea Bag Manufacturer
RED PANDA EXPRESS FOOD KIOSK
Roland Hortaleza - SPLASH• Talking to customers Roland Hortaleza
found out there was steady demand for acetone and nail polish-removing solvents. With just $300 he repackaged acetone. When hair spray became “in” he developed his own product.• Today his company Splash is one of the
biggest personal care companies in the Philippines.
Roland Hortaleza - Splash Corp.
Bright ideas run the world. Can you imagine a world now without light bulbs, airplanes, cars, mobile phones, computers and Internet?
Bright ideas for business can be generated by Drivers of Business Opportunity:
1. Perspiration (Competence) – this driver of opportunity comes from your talents, skills or hobbies.
GJ and Maricel Jimenez
BANAPPLE• Started with sampling to friends and
officemates for free pies and cakes baked in their kitchen.
• Soon GJ, the husband was selling to friends and officemates and orders kept growing. He then resigned from his job to focus on the business.
• Established first bakeshop called Banapple in 2007. Today it has 9 branches and very successful.
Nicole Whisenhunt Started as a hobby making chain
necklaces in 2002.
Initially sold the necklaces to classmates in college. In 2009, started a company using new and better product designs.
Today, distributes the products in 18 locations including the Philippines, Singapore, Spain, New York, and Las Vegas.
Boni Comandante – Buhi Worldwide• Boni Comandante was amazed when
the fish he placed in an open cooler without water was still alive after several hours. He researched about this marvel and has since developed a technique that puts fish to sleep while being transported without water.• His method has become a big thing in
the live fish transportation market.
Boni Comandante - Buhi Worldwide
Nina Halos – Vital N• Nina Halos addressed the problem of
food shortage by developing the world’s first safe and bacteria-based biofertilizer, Vital N. It is environment-friendly, economical, and guarantees higher yield.• Her company Amichem Corporation is
the first biofertilizer manufacturer in the world.
Nina Halos – Amichem Corp.
Examples of Bright Ideas Turned to Business
• Water-refilling stations – although good filtration, iron pipes are dilapidated.• Bottled iced tea – alternative
to high-calorie soda drinks• Events organizer – suits busy
hosts who want hassle-free party.
Group Work
Write them now! It’s a start for your own Enterprises.
What are your bright ideas that you can turn into a product/service that will add value to your target end-user?
Focus now on which of these ideas you love to do and what you’re good at.
Franchise BusinessFranchise Business
Franchising in the Philippines
• started 1995, 1000 brands NOW• 1 billion pesos in taxes.• 90% success rate vs. 25% in
retailing industry• 1 million Filipinos employed
What is Niche Market ?
• A niche market: is the subset of the market on which a specific product is focused. The market niche defines the product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that is intended to impact. It is also a small market segment. For example, sports channels like STAR Sports, ESPN, STAR Cricket, and Fox Sports target a niche of sports enthusiasts.
What’s a niche market?Advantage of niche market is you do not compete with existing players especially if you are just starting. No need to play the lowest price game just to attract customers.
• Restaurant in Luzon Shell Station
7 Steps for Defining Niche Market • 1. Make a wish list.With whom do you want to do business? Be as specific as you can. Identify the geographic range and the types of businesses or customers you want your business to target.• 2. Focus.Clarify what you want to sell, remembering that a) you can’t be all things to all people and b) smaller is bigger. Your niche isn't the same as the field in which you work. For example, a Identify the most important lessons you've learned in life.• 3. Describe the customer’s worldview.The best way to do this is to talk to prospective customers and identify their main concerns.• 4. Synthesize.• At this stage, your niche should begin to take shape as your ideas and the client’s needs and wants
coalesce to create something new. • 5. Evaluate.• Now it’s time to evaluate your proposed product or service against the five criteria in Step 4.
Perhaps you’ll find that the niche you had in mind requires more business travel than you’re ready for. That means it doesn’t fulfill one of the above criteria—it won’t take you where you want to go. So scrap it, and move on to the next idea.
• 6. Test.• Once you have a match between niche and product, test-market it. “Give people an opportunity
to buy your product or service—not just theoretically but actually putting it out there,” • 7. Go for it!• It’s time to implement your idea. For many entrepreneurs, this is the most difficult stage. But fear
not: If you did your homework, entering the market will be a calculated risk, not just a gamble.
Kenneth Cobonpue – Interior Crafts• After his studies, Kenneth returned home
to manage Interior Crafts, the family furniture design and manufacturing firm. Kenneth added his own style by combining modern design with natural fibers and materials as alternative to western design.• Today his clients include Angelina Jolie and
Brad Pitt and his creations were featured in the movie Ocean’s Thirteen.
Kenneth Cobonpue - Interior Crafts
Consultant - Naturalife Asia• Organic health supplements products 1. Single ingredient – one plant
2. Multiple ingredients – many plants
• Market: Persons vs. Companies
• Client company, AIMG, now biggest buyer of Naturalife Asia products in the whole world.
How to differentiate your Business SMEs?
MAGNIFYHow do you MAGNIFY something that is already in the market?• ADDING INGREDIENTS/MORE
VALUE – toothpaste with flouride• STRENGTHENING – doublestitched
denim pants• ENLARGING/THICKENING –
LCD TV
MINIFYHOW DO YOU MINIFY products that have been bought regularly?• MAKING SMALLER – thin mobile phones• REDUCING/SHORTENING/MAKING FASTER
– Fedex overnight delivery• Other ways to MINIFY – OMIT/LIGHTEN – Coke zero, Diet colas SPLIT UP – 2- door refrigerator/freezer
SUBSTITUTEHOW DO YOU SUBSTITUTE?USE ANOTHER INGREDIENT/MATERIAL – crown of softdrink bottle replaced corksUSE ANOTHER PROCESS – cook seafood balls in seafood broth not oil.THINK “WHO OR WHERE ELSE?” - outsourcing
S = P x Q x FSALES equals
PRICE x QUANTITY x FREQUENCY Mr. L – an affordable price in a steady quantity and on a regular frequencyProduct: hair clips, pins, combsPrice: $1.15 a piece (C market)Sales: $115 per dayStore: 100
How to Estimate the Market Volume ?
Tess Ngan Tian – LOTS’A PIZZASales EstimationDaily traffic count 5,000
X 0.03 (3%)Potential customers 150Average spending per X 3.39customer (in dollars)Estimated daily sales (dollars) 508.60Number of foodcarts in area ÷ 3LOTS’A PIZZA share of wallet $169.55
Should Start the Enterprises or not ?
Tess Ngan Tian – LOTS’A PIZZA
Happy Ongpauco and Allana Montelibano – Boutique Bed/Breakfast
• The two ladies put up The Boutique Bed and Breakfast, the first luxury bed and breakfast that offered ultimate personalized services, so personalized guests can choose room scents, etc.
• By giving discriminating customers what they wanted, Happy and Allana added value to their rooms and distinguished themselves from other hotels in Tagaytay.
Happy Ongpauco and Allana Montelibano - The Boutique
• Toothpaste 1: For parents who want whiter teeth and prevents decay to have a strong teeth in old age.• Toothpaste 2: With nice kiddie flavor and
colorful packing so for kids.• Toothpaste 3: Guarantees fresh breath so
for 2 young adults.
“FIT” THAT CUSTOMERS WERE LOOKING FOR IN RESTAURANT:
Shell Station in South Expressway
I first classified (segmented) who my Customers were:• Busy commuter transients traveling
along the local expressway.
• Middle-class neighborhood residents along the traverse of expressway.• Leisure/vacation travelers on the way
to the South Luzon provinces.
I then asked myself that if they are regular travelers, what are their needs?• Quick-service meal• Food on the Commute• Pambaon (school, vacation)• Pasalubong
Knowing my competition and what they’re offering, I took the challenge, why buy from me?• Fill hunger• Lessen anxiety• Save time and energy – too tired to cook• Convenience – gas and eat at one place• Comfort – cool and clean rest room• Curious – recommended• Save money – too expensive at the malls• A change – tired of usual fastfoods
Eventual FIT for restaurant is any or all of the following:
• Quick-service Filipino meal• Food ready to eat or
heat• Not fast food• Your kitchen away from
home
Barbecue• Dine- in• Snacks on the commute• Vacation foods/Kid’s foodTake-out meals• Hurried and tired commuting workers who
have no time to cook but still want to eat at home
• Gift for family/Food for vacation trip• School/ home breakfast meal
Does the PRODUCT FIT what my customers are looking for?