Startap ma\u2019lum bir bosqichgacha tez o\u2018sadi, keyin esa o\u2018sish sekinlashadi yoki butunlay to\u2018xtab qoladi. Bunday vaziyatda ko\u2018pchilik asoschilar marketingga ko\u2018proq pul sarflashni birinchi yechim deb ko\u2018radi.<\/p>\n\n\n\n
Ammo 4 ta kompaniya asoschisi, jumladan WP Engine\u2019ni yaratgan va 60 dan ortiq startapga investitsiya kiritgan Jason Cohen buning ortida boshqa sabablar bo\u2018lishi mumkinligini ta\u2019kidlaydi.<\/p>\n\n\n\n
U Lenny\u2019s Podcast\u2019dagi suhbatida mahsulot o\u2018sishi to\u2018xtaganda avvalo tekshirish kerak bo\u2018lgan 5 ta savolni sanab o\u2018tadi. Quyida dastlabki ikki bosqichni ko\u2018rib chiqamiz.<\/p>\n\n\n\n
1. Mijozlar mahsulotni tark etyaptimi?<\/strong><\/p>\n\n\n\n Birinchi savol oddiy: mijozlar nega ketmoqda?<\/strong> Mijoz mahsulotni topish, saytga kirish, narxni ko\u2018rish, pul to\u2018lash va onboarding\u2019dan o\u2018tish uchun ancha vaqt va mablag\u2018 sarflaydi. Shundan keyin mahsulotdan foydalanishni to\u2018xtatsa, muammo marketingda emas, mahsulotning o\u2018zida bo\u2018lishi mumkin. Bu yerda asosiy ko\u2018rsatkich \u2014 logo churn<\/strong>, ya\u2019ni ma\u2019lum davr ichida mahsulotdan ketgan mijozlar ulushi.<\/p>\n\n\n\n Churn o\u2018sishga qanday ta\u2019sir qiladi?<\/strong><\/p>\n\n\n\n Tasavvur qiling, kompaniya har oy 100 ta yangi mijoz jalb qiladi va mijozlarning 5 foizi har oy ketadi. Bunday holatda nazariy maksimal mijozlar soni:<\/p>\n\n\n\n 100 \u00f7 0,05 = 2 000 ta mijoz.<\/strong><\/p>\n\n\n\n Ya\u2019ni yangi mijozlar soni va churn darajasi o\u2018zgarmasa, kompaniya 2 000 mijoz atrofida o\u2018sish chegarasiga keladi. Shu sababli faqat yangi mijozlarni ko\u2018paytirishga urinish yetarli emas \u2014 mavjud mijozlarni ushlab qolish ham kerak.<\/p>\n\n\n\n Mijoz nega ketganini qanday aniqlash mumkin?<\/strong><\/p>\n\n\n\n Cohen mijoz ketayotganda beriladigan savolning o\u2018zi muhimligini ta\u2019kidlaydi. Oddiy \u201cNega bekor qildingiz?\u201d<\/strong> savoliga mijoz ko\u2018pincha \u201cqimmat\u201d, \u201ckerak emas\u201d kabi yuzaki javob beradi. Buning o\u2018rniga: \u201cSizni bekor qilishga nima majbur qildi?\u201d<\/strong> degan savol aniqroq javob olishga yordam beradi.<\/p>\n\n\n\n Yana bir muhim nuqta \u2014 \u201cjuda qimmat\u201d degan javobni darhol yakuniy sabab deb qabul qilmaslik<\/strong>. Agar mijoz mahsulotni avval sotib olgan bo\u2018lsa, keyinchalik narx muammo bo\u2018lib qolishining ortida mahsulot kutilgan qiymatni bermayotgani, kerakli funksiya yoki integratsiya yo\u2018qligi kabi sabablar bo\u2018lishi mumkin. Shuning uchun churn\u2019ni kamaytirishda onboarding, mahsulotdan dastlabki qiymatni olish va mijozning real ehtiyojini tushunish muhim.<\/p>\n\n\n\n 2. Narxingiz to\u2018g\u2018ri belgilanganmi?<\/strong><\/p>\n\n\n\n Mijozlarni ushlab qolish masalasi nazoratda bo\u2018lsa, keyingi savol \u2014 narx strategiyasi<\/strong>. Cohenning fikricha, ko\u2018plab startaplar narxni bozor yoki mijozlarning real to\u2018lashga tayyorligi asosida emas, shunchaki taxmin bilan belgilaydi. Keyin esa bu narxni uzoq vaqt o\u2018zgartirmaydi.<\/p>\n\n\n\n Narxni oshirish har doim mijozlarni kamaytiradimi?<\/strong><\/p>\n\n\n\n Har doim ham emas. Jason Cohen suhbatda B2B startaplardan biri bilan bog\u2018liq misol keltiradi. Kompaniya mahsulotini yiliga $300<\/strong> ga sotayotgan edi. Narxni oyiga $300<\/strong> ga oshirish tavsiya qilingach, narx 12 baravar qimmatlashdi.<\/p>\n\n\n\n Ammo sotuvlar keskin tushib ketmadi. Buning sababi \u2014 narx nafaqat to\u2018lov miqdorini, balki mahsulot kim uchun ekanini ham belgilaydi.<\/strong><\/p>\n\n\n\n Masalan, juda arzon mahsulot yirik kompaniyalarga aksincha ishonchsiz ko\u2018rinishi mumkin. Ular xavfsizlik, qo\u2018llab-quvvatlash va integratsiya kabi talablar sabab qimmatroq, lekin professional yechimni tanlashi mumkin. Shu sababli narxni oshirish ba\u2019zan mijozlarni yo\u2018qotish emas, to\u2018g\u2018ri mijoz segmentiga o\u2018tish<\/strong> imkonini beradi. Mahsulot o\u2018sishi sekinlashganda birinchi qilinadigan ish marketing xarajatlarini oshirish emas. Avvalo uchta savolga javob topish kerak:<\/p>\n\n\n\n 1. Mijozlar nega ketmoqda?<\/strong> 2. Mijoz ketishining haqiqiy sababi nima?<\/strong> 3. Narx haqiqatan ham to\u2018g\u2018rimi?<\/strong> Jason Cohenning yondashuvi shuni ko\u2018rsatadiki, o\u2018sish to\u2018xtaganda muammo har doim ham marketingda emas.<\/strong> Ba\u2019zan kompaniya avval mahsulotning o\u2018ziga<\/strong> e\u2019tibor qaratishi<\/strong> kerak.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":" Startap ma\u2019lum bir bosqichgacha tez o\u2018sadi, keyin esa o\u2018sish sekinlashadi yoki butunlay to\u2018xtab qoladi. Bunday vaziyatda ko\u2018pchilik asoschilar marketingga ko\u2018proq pul sarflashni birinchi yechim deb ko\u2018radi. Ammo 4 ta kompaniya asoschisi, jumladan WP Engine\u2019ni yaratgan va 60 dan ortiq startapga investitsiya kiritgan Jason Cohen buning ortida boshqa sabablar bo\u2018lishi mumkinligini ta\u2019kidlaydi. U Lenny\u2019s Podcast\u2019dagi suhbatida […]<\/p>\n","protected":false},"author":1,"featured_media":13129,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":{"format":"standard"},"jnews_primary_category":[],"jnews_override_bookmark_settings":[],"jnews_paywall_metabox":[],"jnews_override_counter":[],"jnews_podcast_option":[],"jnews_podcast_series":[],"footnotes":""},"categories":[387],"tags":[],"jnews-series":[],"class_list":["post-13131","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-maqolalar"],"_links":{"self":[{"href":"https:\/\/pivot.uz\/uz\/wp-json\/wp\/v2\/posts\/13131","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pivot.uz\/uz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/pivot.uz\/uz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/pivot.uz\/uz\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/pivot.uz\/uz\/wp-json\/wp\/v2\/comments?post=13131"}],"version-history":[{"count":1,"href":"https:\/\/pivot.uz\/uz\/wp-json\/wp\/v2\/posts\/13131\/revisions"}],"predecessor-version":[{"id":13132,"href":"https:\/\/pivot.uz\/uz\/wp-json\/wp\/v2\/posts\/13131\/revisions\/13132"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pivot.uz\/uz\/wp-json\/wp\/v2\/media\/13129"}],"wp:attachment":[{"href":"https:\/\/pivot.uz\/uz\/wp-json\/wp\/v2\/media?parent=13131"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pivot.uz\/uz\/wp-json\/wp\/v2\/categories?post=13131"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pivot.uz\/uz\/wp-json\/wp\/v2\/tags?post=13131"},{"taxonomy":"jnews-series","embeddable":true,"href":"https:\/\/pivot.uz\/uz\/wp-json\/wp\/v2\/jnews-series?post=13131"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
Churn yuqori bo\u2018lsa, yangi mijozlarni jalb qilishning o\u2018zi o\u2018sishni ta\u2019minlamaydi.<\/p>\n\n\n\n
\u201cQimmat\u201d kabi yuzaki javoblardan ko\u2018ra, mahsulot mijozga va\u2019da qilingan qiymatni yetkazib berayaptimi \u2014 shuni tekshirish kerak.<\/p>\n\n\n\n
Juda arzon narx ham muammo bo\u2018lishi mumkin. Narx mahsulotning qiymati, maqsadli auditoriyasi va bozordagi pozitsiyasiga mos bo\u2018lishi kerak.<\/p>\n\n\n\n