如何製作一份具說服力的簡報？

多數的簡報充斥著不必要的資訊，企圖涵蓋太多，並且無助於改變聽眾的心。以下四個步驟能夠讓你的簡報聚焦、有相關性，並具有說服力： 

1. 寫下你預備回答的問題。在你準備簡報材料前，問自己為什麼要做這個簡報，並且去瞭解你的聽眾會想要知道什麼。將這些問題列出來，然後花你主要的時間來回答這些問題。
2. 建立開場。你的簡報開場應該是一個故事或是有關聯的敘事，以便建立起你接下來要談的主題，並且引起聽眾的興趣。
3. 有行動的結尾。不要在簡報結束時做總結。相反的，最好以你提供的資訊要求聽眾做一些事。
4. 整合起來編輯。將以上三個部分整合起來，並開始將與主要問題不太相關的累贅去除掉。

如何控制有人打斷你的簡報？

在辦公室或是客戶處做簡報，不免有的時候會受到聽眾的惡意挑釁，打斷你的簡報，怎麼辦？

試試這三招：

1. 事前準備。走進簡報室之前，你要事前打聽好今天的聽眾之中，那些人會支持你，那些人可能會帶著敵意？那些人會乖乖坐著，或是預備炮轟你？事前的情報，有助於你做好事前的防範，做好接招的準備。
2. 要有彈性。萬一這樣的挑釁打斷果然發生，你要明示或是暗示他，是你在做簡報而不是他。
3. 果斷處置。如果他還繼續挑釁，告訴聽眾，請他們把質問保留到你做完簡報後再提出討論。萬一這招還行不通，你可以請問其他聽眾，大家是要停下簡報來討論，還是先讓你繼續做完簡報。同儕的壓力可以讓你可以恢復控制簡報平順的進行下去。

How to control the interruption of your presentation?

Presentation in the office or at the customer's office will inevitably be maliciously provoked by the audience, interrupt your briefing, how to do?

Try these three tricks:

1. Prepare beforehand. Before you go into the presentation room, you need to know beforehand who will support you and who may be hostile? Are those guys going to sit up or be ready to bombard you? Pre-information will help you to take precautions and prepare for recruitment.
2. Be flexible. In case such a provocation does occur, you should make it clear or imply that you are briefing him, not him.
3. Disposal decisively. If he continues to provoke, tell the audience, and ask them to leave the questions open until you have finished the presentation. In case it doesn't work, you can ask other listeners if they want to stop the presentation and discuss it or let you finish it first. Peer pressure allows you to resume control of the presentation and proceed smoothly.

以好好做自己來改進你的公共演說能力

多數的人都會感到要對公眾做演說，是很艱巨的，都會有想要自己能夠成為更好的演員來改進。然而，將演說當成表演，很少有幫助。

不要想去扮演別人，或是成為談話節目主持人。你只要專心做好你自己就可以了。

有些人卻是天生面對群眾會表現得比較自在，而多數人則需要一些練習。練習如何組織你的思維，調整你的音色，以及練習如何關注聽眾，與聽眾互動。這不是要你去複習你要說些什麼，而是練習一些面對群眾時能夠自在的技巧。

Improve your public speaking skills by doing yourself well

Most people will feel that it is difficult to speak to the public, and they will have to improve themselves to become better actors. However, it is seldom helpful to treat speeches as performances.

Don't want to play someone else or be a talk show host. You just have to concentrate on yourself.

Some people are naturally more comfortable with the masses, while most people need some practice. Practice how to organize your thinking, adjust your timbre, and how to focus on and interact with the audience. It's not about reviewing what you have to say, it's about practicing techniques that are comfortable with the masses.

多準備，以減少臨場顫抖

做好事前準備，可以降低上場演說時的緊張焦慮。

下次你要面對聽眾演說，請做以下的準備：

1. 對自己的演說主題要有信心。你的聽眾已經相信你是專家了，所以不必再給自己吹捧。如果你的聽眾發現你并不十分肯定你自己演說的內容，那麼他們就會對你失去信心了。
2. 預想聽眾會問什麼問題。在簡報演說前，預想他們可能會問哪些問題，然後擬定好你的答案。你可以放入你的簡報里，或是以現場問答的方式給予答復。
3. 記住你的開場要說什麼。你最容易感到緊張的是在演說的開場。因此，記好你要如何展開演說，將開場的內容與重點記好。第一分鐘過去，後面就會愈來愈自在。

Prepare more to reduce on-the-spot tremor

Preparing in advance can reduce the tension and anxiety of the speech.

Next time you have to speak to the audience, please prepare for the following:

1. Have confidence in the theme of your speech. Your audience already believes that you are an expert, so don't boast about yourself any more. If your audience finds out that you're not very sure about what you're talking about, they'll lose faith in you.
2. Expect what questions the audience will ask. Before giving a presentation, imagine what questions they might ask, and then work out your answers. You can either put it in your briefing or answer it in the form of on-site questions and answers.
3. Remember what you want to say at the beginning. The easiest thing to get nervous about is the opening of the speech. So remember how you're going to start your speech and what's going on and what's going on. As the first minute passes, the rest will become more and more comfortable.

如何克服簡報時的顫抖？

許多人站上了簡報台，就會開始感到胃部翻騰、失去信心、手掌出汗，即使是經常演講者，也不免會有這樣的狀況。

你也許無法完全消除這樣的恐懼狀況，但是以下的方法可以幫助你控制住你顫抖的征狀：

1. 關注在你的聽眾。你可以選擇一名在群眾中的聽眾，並且直接和他對話，然後找另外一名來傳遞你下一個演說內容。
2. 將負面看成是正面。與其將在講臺上發生的顫抖現象視為你在緊張中，不如想像那是因為你有所期待或是感到興奮的狀態。
3. 不理會演講規則。不要太在意如何做好一場演講，例如如何揮舞的手勢。好的演講簡報，沒有一定的規則的。
4. 其實你並沒有那麼緊張。如果你認為自己很平靜，輕鬆面對你的聽眾，你就會如此做到。

How to overcome the tremor in the presentation?

Many people get on the briefing desk and begin to feel their stomachs churn, lose confidence, and sweat in their palms, even among regular speakers.

You may not be able to completely eliminate this fear, but here are some ways to help you control your signs of tremor:

1. Focus on your audience. You can choose an audience in the crowd and talk to him directly, then find another one to pass on your next speech.
2. See the negative as the positive. Instead of seeing the tremor on the podium as if you were nervous, imagine that it was because you were expecting or excited.
3. Ignore the rules of speech. Don't care too much about how to make a speech, such as waving gestures. There are no rules for a good presentation.
4. Actually, you are not so nervous. If you think you are calm and easy to face your audience, you will do so.

如何改進你的寫作能力？

你在辦公室里要用很多的時間在寫作，包含給客戶提建議書，給老闆寫報告，用郵件和同事聯絡溝通，等等。你如何確保你所寫作的內容清楚而有效？

1. 挑戰自己要寫得精簡明確。例如，如果你將一個句子拆成了二句，或更多句，你的讀者能夠清楚明白嗎？或是，你一句內容包含了好幾個主詞或受詞，或用了好幾個連接詞，讀者能夠分辨出你真的想說什麼嗎？
2. 找出你的壞習慣。找出贅言，被動表述（“有些事必須獲得解決！”），以及語意模糊的詞句。這類的文句會讓讀者弄不清楚你真正想要說什麼。
3. 找同事一起相互校正。人們通常願意相互幫忙，也許你習慣寫出太長的句子，而你的同事困擾于不知如何表達他想的概念。那麼，你們就可以相互校正，如此，你們彼此的寫作能力都可以進步。
4. 養成檢查校正的習慣。在寫作完稿件，在發出前，務必自我檢查，形成你的寫作紀律。同時，將讀者的回饋意見，例如哪些句子他看不懂，都要銘記在心，不要重複犯錯。

在發送郵件前，請務必再閱讀一次

在現代商業合約上，經常會出現類似這樣的條款：“在合作期間內，雙方來往之電話記錄、電子形式通信記錄，均視同雙方之承諾。” 因此，要非常注意你的任何通信內容。

以下，有幾個小技巧，供您參考：

1. 謹慎發言。即使使用電話通信，也要注意對方有可能電話錄音。
2. 正式的商業討論，儘量避免使用即時通信軟體。如Facebook、LINE、微信等，在互動式的通信下，你的思慮未必成熟，輕率的回應，或是過於簡略的文字，經常造成誤會，尤其要避免“一心二用”邊辦理其他事情，邊用Facebook、LINE、微信討論正式事項。
3. 正式商業通信，盡可能使用電子郵件。在寫電子郵件時，可以讓你有充分的時間將前後文反復修正，並且電子郵件可以抄送給必要知會人物，使收信人無從抵賴。（但是也要注意職場倫理，抄送給不必要的人，有的時候會弄巧成拙）。
4. 你可以先使用Word書寫，再複製到郵件文本上。Word有拼寫檢查工具，可以對語法、文法的錯誤進行糾錯。
5. Google Mail有個“undo send”的功能。可以讓你在按下“send”鍵後，有幾秒的時間取消發送，讓你有最後幾秒的時間反悔。

總之，謹慎發言，在你發送郵件前，請務必再閱讀一次。

在你寫作之前，先了解你的讀者

溝通是雙向的功課。若不了解你的讀者，你很難有效傳遞你的想法。

你最好了解你的讀者的目的、優先次序，以及什麼會激勵他們。然後點出他們最關切的內容。

配合你的收件人的價值觀與口味，你會調整你的的口氣與文句內容。例如，如果你要寫一份便箋給你的同事，你會考慮到他們在公司的層級位階來解讀你所要傳遞的內容。又如，假設你的客戶請你提出建議方案，你會根據他的需要項目來一一回答，但是也要考慮到他的產業、公司規模，以及公司文化。

Before you write, get to know your readers

Communication is a two-way task. If you don't know your readers, it's hard to convey your ideas effectively.

You'd better understand your readers' goals, priorities and what motivates them. Then point out what they are most concerned about.

With your recipient's values and tastes, you will adjust your tone and sentence content. For example, if you want to write a note to your colleagues, you will consider their hierarchy in the company to interpret what you want to convey. For example, if your client asks you to make suggestions, you will answer them one by one according to his needs, but also take into account his industry, company size, and company culture.

寫作如何表達清楚？

無論你是撰寫一封郵件，一份計劃書，或是一份報告，甚至只是在臉書上表達你的觀點，你都有必要讓你的讀者清楚了解。

以下三個提示，能夠幫助你的寫作容易受人理解：

1. 以讀者的角度來攥寫。將你自己擺在讀者的角度來閱讀你的寫作，看看是否能夠清楚明白。最好找個身邊的同事先讀讀看，并看看他是否能夠摘要出重點？
2. 保持文句簡單通順。盡可能避免使用過多的連接詞文句結構，保持每個文句使用較少的字數，但是還是要能夠完整表達。無論如何，問自己如何能夠既簡明，又能夠清楚表達。
3. 讓讀者自己總結。若是你想要表達的觀點沒有符合人們的期待與支持，就是無效的寫作。與其告訴人們應該如何做，不如充實你的文章有足夠的資訊，可以供讀者自己就明白要點與作出與你意旨相符的結論。

How to express clearly in writing?

Whether you're writing an email, a plan, a report, or even just expressing your views on Facebook, you need to make your readers understand.

The following three tips can help make your writing easy to understand:

1. Write from the reader's point of view. Put yourself in the reader's perspective to read your writing and see if it's clear. It's better to find someone beside you to read it beforehand and see if he can summarize the key points.
2. Keep the sentences simple and smooth. As far as possible, avoid using too many conjunctive sentence structures, and keep each sentence using fewer words, but still be able to fully express. In any case, ask yourself how you can be concise and articulate.
3. Let the reader summarize for himself. If the ideas you want to express do not meet people's expectations and support, it is ineffective writing. Rather than telling people what to do, enrich your article with enough information for the reader to understand the main points and draw conclusions that are consistent with your intentions.

如何提高你的商業談判勝算？

進行商業談判前，你應該做好家庭作業，充分瞭解你的對手的興趣、目的與立場。同樣重要的是，你必須瞭解己方的立場，並予以量化自己各項的談判指標。

1. 瞭解自己希望達成的大目標。
2. 設定好自己各項談判項目的高標與底標。
3. 做好各項比較可能達成，與不太可能達成的假設情境。
4. 根據假設情境，重新設定你談判項目的優先次序。
5. 綜合各談判項目的結果，與你的大目標比較一下。
6. 要重視的是綜合談判結果，而不是只關注在某個別項目的結果。

在談判前，就先披露信息，以避免被欺騙

多數的人會經常撒謊，談判人員也難以避免。所以，你要在談判前就可以做準備，以避免在談判中被欺騙。

如果你能夠在談判前，就先披露一些事實信息，可以增加你的談判對手操作欺騙手法的困難度。

人們傾向于一再重複或貼著已經披露的信息，做重述或是辯解。當他感覺這項信息對他有敏感性，他就會引用或是辯解，提出更多我們原來不知道的信息，或是觀點，包含了一些秘密。

你若是能夠先披露重要信息，你的談判對手也容易用同樣的策略，但是他很有可能已經進入了你預設的範疇。

這樣的談判策略，還可以讓你預設談判框架，提高你獲得想要的成果的機會。

認識銷售配額

銷售配額或銷售目標是銷售人員期望在給定的時間範圍內滿足的銷售金額。幾乎所有的公司都為他們的銷售人員設定銷售配額，因為銷售配額既保證了銷售人員知道他所期望的，而且是確定銷售人員應該得到什麼佣金的最簡單的方法。

不同公司的銷售配額差別很大

雖然銷售配額的作法在銷售行業中普遍存在，但它們所採取的形式在公司和公司之間可能有很大差異。

一個擁有少量銷售人員和少樣產品出售的小企業可能會設定一個非常簡單的配額作法——例如，每個銷售人員的目標是每季度銷售價值500萬台幣的產品。

另一方面，一個擁有數千名銷售代表和許多不同產品或服務的大公司可能會為不同的產品設定一個非常複雜的配額，包括100個產品A、50個服務B、20萬台幣附加服務，如擔保，等等。

銷售目標是基於所認知的市場潛力而制定

在一個分佈在廣闊的地理區域的大公司的不同辦公室，每個辦公室的目標可能會根據他們的感知潜力而有所不同。換句話說，一個傳統上擁有大量銷售和市場潜力的辦公室，其銷售人員的目標要比一個潛在客戶少的地區更高。

銷售配額可以設定為從每周到一年的時間段，但季度配額可能是最常見的。每季度一次，銷售人員有充足的時間將銷售策略與目標做成一致，製定銷售計畫。季度配額也有助於企業考慮產品的季節性。

如果一個特定的產品在夏季銷售比冬季好很多，那麼該公司在Q3中的配額要比Q4高，並且在不給銷售團隊造成太大壓力的情况下獲得更多的收入。

基於歷史數據設定銷售配額

銷售首長們通常會根據歷史數據，並結合他們在不久的將來對行業的預測，來設定配額。不幸的是，即使是最好的預測模型也會脫離現實，特別是當市場經歷突然和意外的變化。

例如，如果某個行業受到醜聞的影響，或者如果科技使某個產品過時，那麼銷售人員就不會有太多的機會去滿足那些沒有考慮到這些因素的配額。在這些情况下，假設銷售人員清楚地投入了他們的最大努力，銷售經理將被建議調整佣金支付，以減輕銷售團隊的痛苦。

作為一個經驗法則，許多銷售專家說配額是公平的，如果大約80%的銷售人員在大多數配額期間都能滿足。如果銷售團隊中不到80%的人在大部分時間內達到配額，那麼應該在未來調整銷售配額數字，但如果整個團隊總是達到或超過他們的配額，那麼他們就沒有受到足够的挑戰。

Understanding Sales Quota

Sales quota or sales target is the amount of sales that the salesperson expects to meet within a given time frame. Almost all companies set sales quotas for their salesmen, because sales quotas not only ensure that salesmen know what they expect, but also are the easiest way to determine what commissions salesmen should receive.

Sales quotas vary greatly from company to company

Although the practice of sales quotas is common in the sales industry, the forms they take may vary greatly between companies and companies.

A small business with a small number of salespeople and a small sample of products for sale may set a very simple quota practice - for example, the goal of each salesperson is to sell products worth NT$5 million per quarter.

On the other hand, a large company with thousands of sales representatives and many different products or services may set a very complex quota for different products, including 100 products A, 50 services B, NT$200,000 additional services, such as guarantees, etc.

Sales objectives are based on perceived market potential

In different offices of a large company located in a wide geographical area, the goals of each office may vary according to their perceived potential. In other words, an office that traditionally has a lot of sales and market potential has a higher sales target than an area where there are fewer potential customers.

Sales quotas can be set from week to year, but quarterly quotas may be the most common. Once a quarter, salesmen have enough time to align their sales strategies with their goals and make sales plans. Quarterly quotas also help companies to consider the seasonality of their products.

If a particular product sells much better in summer than in winter, the company's quota in Q3 is higher than that in Q4, and it generates more revenue without putting too much pressure on the sales team.

Setting sales quotas based on historical data

Sales executives usually set quotas based on historical data and their forecasts for the industry in the near future. Unfortunately, even the best forecasting models can be divorced from reality, especially when markets experience sudden and unexpected changes.

For example, if an industry is affected by a scandal, or if technology obsoletes a product, salespeople will not have too many opportunities to meet quotas that do not take these factors into account. In these cases, assuming that the salesmen clearly put their best effort into it, the sales manager will be advised to adjust the commission payment to alleviate the pain of the sales team.

As a rule of thumb, many sales experts say that quotas are fair if about 80% of salespeople can meet them during most quotas. If less than 80% of the sales team meets the quota in most of the time, they should adjust the sales quota figures in the future, but if the whole team always meets or exceeds their quota, they are not challenged enough.

你的簡報不可或缺的三個角色：惡棍、受害者與英雄

就如任何動人的西部牛仔電影一般，你的簡報內容也需要有幾個鮮明的角色。

在軟體來說，惡棍就是造成效能低落或是不可靠的程式，而受害者就是受到挫折的用戶，而英雄就是更新補救的程式，或是新的科技，讓工作可以正確、高效的運行。

在製造業來說，這個惡棍就是昂貴或是有瑕疵的產品，受害者就是倒霉買了這樣商品的消費者，而英雄就是可以依照消費保障承諾，有品質的商品。

這樣有不同故事角色的比喻法，同樣可以讓你的簡報生動的觸動聽眾。

你可以用圖案或是簡單標題，敘述問題的危害源頭，再展示受到傷害的程度與結果。接著，提出你解決問題的作法，以及可以改善的利益。讓你的聽眾、客戶或媒體能夠感同身受，進而採取行動，支持你的主張。

Three indispensable roles in your briefing: villain, victim and hero

Just like any moving Western Cowboy movie, your presentation needs several distinct characters.

In software, a villain is a program that causes inefficiency or unreliability, while a victim is a frustrated user, while a hero is a program that updates the remedy or new technology to make the work work work correctly and efficiently.

In manufacturing, the villain is an expensive or defective product, the victim is the unfortunate consumer who bought such a product, and the hero is the product with quality according to the consumer guarantee promise.

There are different storytelling roles in this way, which can also make your presentation vivid and touching to the audience.

You can use patterns or simple headlines to describe the source of the problem, and then show the extent and results of the injury. Next, come up with your solutions to the problem and the benefits you can improve. Let your audience, customers or media feel empathy and take action to support your ideas.

如何自己做市場調查？

你還記得小時候把毯子蓋在頭上跑來跑去，直到被一件傢俱弄得疲憊不堪嗎？這完美地說明了在不做市場調查的情况下嘗試創業的感覺。一個企業可以盲目地蹣跚而行，希望避免被一些主要路障絆倒。

很明顯，用毯子在頭上跑來跑去不是最明智的選擇，也不是避免做市場調查。

無論你的生意是為了推銷彩妝上門還是經營一個商業清潔專營店，你必須做市場調查。這是你瞭解市場、潛在客戶和競爭環境的地方。這樣做將給你一個360度的全盤的看法，幫助你繪製出最好的市場方法，並幫助你寫你即將到來的商業計畫。

我要調查什麼？

市場調查正在尋找幫助你製定商業計畫的答案。最好的和最有效的使用你的市場調查時間將是調查以下領域（這符合一個典型的商業計畫大綱）：

• 行業：趨勢、威脅、主要參與者、增長率、銷售數據
• 競爭：直接和間接競爭對手的概況，包括他們做得好和差
• 理想客戶（也稱為目標市場）：人口統計、地理位置、概況、需求如何或未滿足
• 產品和服務：您的產品說明，它將如何開發、生產和分發
• 操作與管理：如何規劃企業和管理結構

如何做好市場調研工作？

市場調查包括兩個單獨的資訊收集策略，基礎調查和輔助調查。

基礎調查：

基礎調查基本上是收集你現在沒法透過其他管道獲得的資訊。你必須自己創造和進行市場調查，獲得你需要的資訊，你必須設計和你業務相關的具體問題。

基礎調查可以解决什麼樣的問題？例如：

• 你的潛在客戶如何回應你的公司名稱？
• 你的潛在客戶願意為你的產品/服務支付多少錢？
• 送貨上門有多重要？
• 線上購買的能力有多重要？

如何進行基礎調查？

• 面對面的採訪：這可能是你認識或不知道的人。
• 焦點小組：代表理想客戶的一小群人。一名主持人正在進行小組討論。
• 線上調查：有許多線上調查服務單位可以幫助你進行線上調查。關鍵是要將調查分散到那些代表潛在客戶或目標市場的人身上。
• 電話訪談：在正常電話訪談之外，考慮秘密的方法（即打電話給競爭對手，冒充顧客）。有些人可能稱之為間諜——我稱之為精明的市場研究。

注意事項：

進行基礎調查可以讓你遠離舒適區。這可能會阻礙你尋求合適的目標面談，你會和家人和親密的同事進行面談。但是，朋友和家人並不總是最具代表性的調查對象。為了獲得最有用和最準確的資訊，你需要尋找合適的潛在客戶來瞭解他們的需求、需求和期望。

既然你瞭解了進行定制的基礎調查的基本知識，現在是時候瞭解如何使用深度調查來獲得更多關於你的行業和客戶的知識。

輔助調查：

輔助調查包括從互聯網、行業報告和媒體出版品中尋找並審查已經發佈的資訊。

輔助研究能提供什麼資訊？

• 市場分析：你的市場規模和增長潜力。
• 行業觀點：該行業是否面臨某些威脅？政府的新政策是否會帶來更大的機會？……等
• 客戶簡介：找出誰是你的理想客戶（也稱為目標市場）。
• 競爭對手：你所在地區有多少人？是什麼讓他們如此成功？他們使用什麼類型的行銷……等等。
• 產品定價：彙編競爭對手定價的試算表。這可以幫助你確定你自己的價格應該在市場上適合什麼地方。

如何進行輔助調查？

• 利用互聯網和政府、公會出版品將使您能够訪問已經發佈的有用資訊。使用Google和其他搜尋引擎進行各種蒐索,可以從線上資源中尋找資訊。
• 公司報告和網站很容易訪問，並且包含有限的信息量，尤其是上市公司。考慮在你的領域進行類似的Google蒐索
• 此外，你可以從政府和產業公會的出版品或網站中搜索相關的資訊，運用這些資訊來進行分析。

注意事項：

不要僅僅依靠別人發表的作品來給你完整的描述。這是一個很好的開始的地方，但是你從調查中得到的資訊可能過時或者不正確。你也可能錯過與你的業務相關的其他因素。

不要把互聯網當作你唯一的研究來源。當你使用像Google這樣的搜尋引擎時，你的搜索結果會出現他們認為與你的蒐索最相關的文章，這可能是真的，也可能不是真的。為了獲得更廣泛和更有針對性的資訊，你可以考慮尋求有做相關產業研究的大學。

最後的想法

市調查究將提供必要的洞察力，使你的業務在正確的基礎上。這也將證明你寫你的商業計畫是很有價值的。既然你瞭解市場調研基礎，就養成定期學習市場的習慣。商業觀點和客戶偏好總是在不斷演變，市場調查可以幫助你不回偏離市場真相太遠。

How do you do your own market research?

Do you remember running around with a blanket over your head as a child until you were exhausted by a piece of furniture? This perfectly illustrates the feeling of trying to start a business without doing market research. An enterprise can hobble blindly, hoping to avoid tripping over some major roadblocks.

Obviously, running around with blankets on your head is not the wisest choice, nor is it about avoiding market research.

Whether your business is to sell make-up on your doorstep or to run a commercial cleaning franchise, you have to do market research. This is where you understand the market, potential customers and competitive environment. Doing so will give you a 360-degree overview, help you map out the best marketing methods, and help you write your upcoming business plan.

What should I investigate?

Market research is looking for answers to help you make business plans. The best and most effective use of your market research time will be to investigate the following areas (which conforms to a typical business plan outline):

• Industry: Trends, Threats, Major Participants, Growth Rate, Sales Data
• Competition: An overview of direct and indirect competitors, including their good and bad performance
• Ideal customers (also known as target markets): demographics, geographic location, profiles, how or not the needs are met
• Products and Services: Your product description, how it will be developed, produced and distributed
• Operation and Management: How to Plan Enterprise and Management Structure

How to do a good job in market research?

Market research includes two separate information collection strategies, basic survey and auxiliary survey.

Basic survey:

Basic surveys are basically collecting information that you can't get through other channels right now. You have to create and conduct your own market research, get the information you need, and you have to design specific issues related to your business.

What kind of problems can basic surveys solve? For example:

• How do your potential customers respond to your company name?
• How much is your potential customer willing to pay for your product/service?
• How important is door-to-door delivery?
• How important is the ability to buy online?

How to conduct basic investigation?

• Face-to-face interview: This may be someone you know or don't know.
• Focus Group: A small group of people representing ideal customers. A moderator is having a group discussion.
• Online Survey: There are many online survey services that can help you conduct online surveys. The key is to spread the survey among those who represent potential customers or target markets.
• Telephone interviews: In addition to regular telephone interviews, consider secret methods (i.e. calling competitors and impersonating customers). Some people might call it a spy -- I call it smart market research.

Notes:

Conducting basic surveys can keep you away from comfort zones. This may prevent you from seeking the right target for an interview, where you will meet with your family and close colleagues. However, friends and family are not always the most representative subjects. In order to get the most useful and accurate information, you need to find the right potential customers to understand their needs, needs and expectations.

Now that you know the basics of conducting customized basic surveys, it's time to learn how to use in-depth surveys to gain more knowledge about your industry and customers.

Auxiliary survey:

Auxiliary surveys include searching for and reviewing published information from the Internet, industry reports and media publications.

What information can supplementary research provide?

• Market analysis: your market size and growth potential.
• Industry View: Are there any threats facing the industry? Will the government's new policies bring greater opportunities? etc.
• Customer Profile: Find out who your ideal customer is (also known as target market).
• Competitor: How many people are there in your area? What made them so successful? What kind of marketing do they use? Wait.
• Product Pricing: Compile the trial balance of competitor pricing. This can help you determine where your own price should fit in the market.

How to conduct auxiliary investigation?

The use of the Internet and government and guild publications will enable you to access useful information that has been published. Using Google and other search engines for various searches, you can find information from online resources.

開始你的社交媒體計劃

那些沒有開始使用社交媒體的小企業主可能會被Twitter、Facebook、Pinterest、Google、YouTube等網站淹沒、恐嚇和迷惑。好消息是，小企業可以很容易地開始使用社交媒體網站為您的業務，成為有趣的，而且帶來新的商業機會。這裡有六個提示，幫助您以有效的作法建立您的社交媒體，展開社交媒體行銷。

·         01

選擇 一個社交媒體平台來開始

大多數活躍在社交媒體上的小企業都參與了不止一個社交網站，但是試圖做得太快太多，不僅不能壓倒一切，而且還妨礙你學習如何有效地使用每個社交網站平台。先選擇一個社交網站平台，然後在移入到其他社交網站平台之前，先把注意力集中在那裡。

·         02

決定你經營社交媒體的時間預算

你可以每天花幾個小時在流行的社交媒體網站上瀏覽。雖然這可能是一個很好的學習方法，但你可能沒有時間、精力或興趣把你的大部分時間花在社交媒體的經營上。相反，創建一個時間預算，把你的社交媒體時間限制在每天或每週的總時間內，這樣你可以很容易地適應你的排程。

·         03

明確社交媒體行銷的目標

一旦你知道你將花費多少時間在社交媒體網站上，你需要明確你的行銷目標。

你想用社交媒體做些什麼？你有興趣產生更多的銷售線索，尋找同事合作，建立自己作為你的行業的專家嗎？

明確你的行銷目標，然後在你開始的計畫檢查進度，這樣你就可以確定你是在正確的軌道上。

·         04

概述你的作法

有數百種不同的作法使用社交媒體網站做生意，一作法道不一定比另一種作法好。關鍵是要知道在開始之前你想要的方法是什麼。

你會成為一個溝通者，提供一個與行業相關的新聞節目，提供商業和個人資訊的混合嗎？勾勒出你想要的方法，並在你開始的時候把它投入到你的目標中去。

·         05

填好你的社交媒體上的自我介紹，要保持一致

你的社交媒體帳戶都會包括一些個人資料。設定文件欄位可以包括自傳、網站、博客、地址和大頭照。

一定要在你使用的任何社交網站上完全填寫你的個人資料。當涉及到社交媒體時，一致性是至關重要的，尤其是當你開始探索不止一個網站時。

你不僅要完成你的個人資料，而且在所有的社交網站上保持你的數據盡可能一致。這將有助於在多個網站上與同一個連絡人進行識別、更廣泛的接觸和正在進行的通信。

·         06

潛伏觀察

有時候，開始一個新的社交媒體網站最好的方法是注册后，先專業人士。每個社交媒體網站都有一套非常獨特的細微差別，在决定如何接近社交媒體網站來促進你的業務之前，花些時間觀察和學習這些細節是明智之舉。