Tras más de 20 años como consultores, si hay algo que hemos visto con frecuencia; es el fracaso 🙋 🙋♂️. Sabemos que esto no necesariamente calza con el discurso de positivismo emprendedor exacerbado que hoy reina en el mundo digital, pero en el mundo de los negocios existe una alta tasa de fracaso, especialmente en los emprendimientos.
Dudar de quien asegure no haber fracasado con una idea de negocio es tan natural, como saber que con el tiempo y la experiencia, se aprende a identificar las señales. Es por eso que acá enlistamos 5 de las razones más comunes del fracaso:
- Mal manejo de los datos
- Deficiencias en el producto o servicio
- Problemas financieros
- Obstáculos del mercado
- TÚ
Mal manejo de los datos
- No tienes idea de dónde te has metiendo
- No actúas basándote en datos, solo en opiniones
- Te has equivocado de mercado
Actuar apoyado sólo en las opiniones no sirve de nada, especialmente porque quienes te rodean y aprecian muy posiblemente tratarán de no herir tus sentimientos. Las opiniones siempre van a ser subjetivas y con mayor riesgo si vienen de quienes no son el público meta de tu producto. Lo importante son los DATOS.
No dudamos que seas bueno en lo que haces, pero tener un negocio va mucho más allá y debes saber rodearte de personas que sepan de más cosas (marketing, gestión, productividad, logística, etc) y todos ellos con información sustentada en datos.
Deficiencias en el producto o servicio
- No haces nada que realmente resuelva un problema
- No puedes construir una historia alrededor de tu producto
- Estás siguiendo una tendencia
- No ofreces nada diferente
El problema no es saber que hay que ser diferentes, el problema es creer que ofrecemos algo nuevo, cuando en muchísimos casos en realidad es casi idéntico a otro producto ya existente.
Que el consumidor crea que algo es una «buena» idea no sirve de nada sino es que a ese cliente, tu producto el urge, le soluciona un problema de mejor manera que otras opciones del mercado, o porque le inspira un enorme deseo de tenerlo.
Entonces, ¿de donde nace la idea de tu negocio? ¿Con qué motivaciones? Piensa antes en esas bases que serán muy valiosas cuando ya debas construir el marketing.
Problemas financieros
- Solo te importa el dinero
- Dices que no te importa el dinero
- Ni siquiera has pensado en el dinero
Muchos emprendedores no tienen claro cómo van a ganar dinero con la empresa y les resulta más urgente centrarse en crear una audiencia, pero nada más.
Pero además de eso, resulta lastimosamente tan común, encontrarse con ideas de negocio que ni siquiera han hecho las cuentas más básicas sobre su rentabilidad.
Acá es cuando vemos negocios en los que sus creadores aseguran que no les importa el dinero. Pero también están quienes dicen que sólo les importa el dinero. Pero en la mayoría de las veces nos topamos con quienes más bien dicen que ni siquiera han pensando en el dinero y no habían calibrado bien la cantidad de ventas necesaria para subsistir, por ejemplo.
El dinero es la consecuencia natural de proporcionar un enorme valor en donde lo que importa es el cliente.
Obstáculos del mercado
- Estás tratando de cambiar los hábitos del mercado
- No estás haciendo mercadeo desde el inicio
- No tienes un enfoque de acción masiva
Lo más importante para que una empresa tenga éxito es que elija bien el mercado, que tenga una demanda activa, de tamaño suficiente.
De ahí la importancia del enfoque de acción masiva: Pensar, planear, ejecutar, medir, aprender, volver a pensar, re-ejecutar, medir… y el ciclo nunca termina.
Tu
- Tratas de hacerlo tú todo
- Estás trabajando en muchas cosas a la vez
Si estás tratando de hacerlo todo tú solo, acá está la noticia: es imposible. Una empresa se compone de muchas áreas que es necesario tener en orden.
Si quieres estar en ventas, pero también en la parte web, en la contabilidad, en lo administrativo y en cada una quieres ser excelente, terminarás quemado. El 80% de tu tiempo debería ser dedicado al producto y al marketing, porque sino; comenzarás a trabajar en una cosa, pero te cruzarás con otra que parece más atractiva y te irás tras esa tarea.
Si tienes 7 cosas en la cabeza a la vez, te animo a decirnos cuál de ellas finalizaste con éxito, en cuántas realmente creaste un impacto para tu negocio.
Céntrate en una cosa a la vez y termina lo que empezaste.
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