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  • The chances are you don't have a ton of money, and that's okay.

    你很可能沒有很多錢,那並沒有關係。

  • So, how do you compete with these multimillion-, if not multibillion-, dollar companies out there?

    所以你該怎麼和這些市面上擁有數百萬,或是數十億資產的公司競爭呢?

  • Hey, everyone, I'm Neil Patel, and today, I'm gonna teach you how a bootstrapped startup out-marketed a multimillion-dollar company.

    嘿,大家,我是 Neil Patel,今天我要來教你草根創業公司是如何勝過擁有數百萬資產的公司。

  • One of the companies I created is called Kissmetrics.

    我創立的其中一家公司叫 Kissmetrics。

  • I no longer work there, but you've probably heard of it.

    我已經沒有在那裡工作了,但你也許聽過。

  • If not, you can check it out.

    如果沒有聽過,你可以去查看看。

  • When I was there, I raised millions of dollars.

    當我還在那裡時,我籌到了好幾百萬。

  • That company raised anywhere between 15 and 20 million dollars.

    那家公司募到一千五百萬到兩千萬美金之間的金額。

  • That's a lot of cash.

    那是好大的一筆錢。

  • We had a competitor called Mixpanel.

    我們有一家競爭公司叫 Mixpanel。

  • Do you know [what] the difference between Mixpanel and us was?

    你知道 Mixpanel 和我們之間的差別嗎?

  • They raised a lot less money when they were starting off and their product didn't really have any innovation.

    他們剛創立時募到的資金比我們少得多,且他們的產品一點都不創新。

  • When we started off we created a new product for our market.

    剛開始時,我們創造了一個新的產品。

  • Mixpanel took our exact designs, they copied them, they released them, they out-marketed us, they raised very little to no money, and they ended up becoming worth more money.

    Mixpanel 用了我們的設計,複製並發佈它們,他們在市場上勝過我們,他們募到少到幾乎沒有的資金,而他們最後卻成為價值更多錢的公司。

  • How much more?

    多多少呢?

  • Well, at one point, they were worth over 800 million dollars, according to TechCrunch.com, and we weren't even worth 100 million dollars.

    事實是,在某一個時刻,根據 TechCrunch.com ,他們價值超過八億美金,而我們甚至價值不到一億美金。

  • How can that be when we get way more traffic than them, right?

    當我們比他們市場更好時,那怎麼會發生呢,對吧?

  • If you go to Alexa.com, our Alexa rank on Kissmetrics.com is way better than Mixpanel.

    如果你去 Alexa.com,我們在 Kissmetrics.com 的 Alexa 排名比 Mixpanel 好很多。

  • And the blog on Kissmetrics.com gets over a million unique visitors a month.

    而且在 Kissmetrics.com 的部落格每個月都有超過一百萬的獨特訪客數。

  • So how is it?

    所以是怎麼一回事呢?

  • They decided to go the freemium route.

    他們決定採免費增值的路線。

  • They took our product, copied the designs, and be like, "You know what? [It] Doesn't matter if our product is better or worse than yours, we're just gonna take it and release a free version out to the market."

    他們採用我們的商品、拷貝我們的設計,然後說:「你知道嗎?我們的商品比你們的好或是差一點都不重要,我們就是要利用它,發佈一個免費的版本到市場上。」

  • Nothing beats cheaper price.

    沒有任何東西可以擊敗便宜的價格。

  • If someone's charging a lot of money and you can create the exact replica of that product or service and release a free version of it, even if it doesn't have all the features, you will crush your competitors.

    如果有個人索取高價,而你可以創造出和那個商品一模一樣的複製品或是服務,並投放一個免費的版本,即使它沒有全部的功能,你仍能重擊你的競爭對手。

  • Why?

    為什麼?

  • Because people are price sensitive.

    因為人們對價錢很敏感。

  • And no one wants to pay thousands of dollars for something that they can get for free.

    沒有人會願意付好幾千塊買一樣他們可以免費獲得的東西。

  • And when Mixpanel released that product for free, they said, "Hey, if you're on the free plan, you need to put a Mixpanel badge on your website, showing that we provide you analytics."

    當 Mixpanel 免費發佈該產品時,他們說:「嘿,如果你正免費使用它,你必須在你的網站上放一個 Mixpanel 的標誌,顯示是我們提供你數據的。」

  • And a lot of startups were likeand companies eventhey're like, "Okay, sure, we'll put your badge if you give us your product for free in a limited version."

    很多的創業公司,甚至是大公司都覺得:「好啊,沒問題。如果你讓我們免費使用一個功能有限制的版本,我們可以放上你的標誌,」

  • That's how they grew.

    這就是他們成長的方法。

  • So, if you want to grow your company faster, you don't necessarily have to create a better product or service than these big, multimillion-dollar companies.

    所以如果你想要讓你的公司成長得更快,你不一定要做出比那些擁有數百萬的大公司更好的產品或是服務。

  • Just figure out how you can offer more for less money or a portion of your product or service for free.

    只要去想你如何以更低的價錢提供更多,或是免費提供你的部分商品或是服務。

  • If you do that, you'll grow really fast and these big companies have no choice but to buy you.

    如果你這樣做,你將會成長得非常快,這些大公司除了購買你的產品之外,沒有其它的選擇。

  • It's the same reason why Intuit bought Mint.com.

    這也是為什麼 Intuit 買下 Mint.com 的原因。

  • It's not that Mint.com was the best service out there; they just had a really good free service.

    並不是因為 Mint.com 是市面上最好的服務,他們就只是有個非常好的免費服務。

  • And Intuit, this multibillion-dollar company was like, "Whoa, this startup is gonna eat our lunch; we can't lose billions of dollars from this. Let's just buy 'em for a few hundred million dollars."

    而 Intuit,這家擁有數十億的公司發現說:「哇,這家新創公司會把我們的市場吃掉。我們不能因為這樣而失去數十億美金。我們就用幾億美金買下他們吧。」

  • That's how the world works.

    那正是世界運作的方式。

  • So, release something for free or cheaper than your competition, and eventually, you'll start gaining on their market share.

    所以免費提供一些東西或是比你的競爭對手便宜,最後你將會開始從他們的市場獲利。

The chances are you don't have a ton of money, and that's okay.

你很可能沒有很多錢,那並沒有關係。

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草根創業家如何馳騁商場 (How a Bootstrapped Startup Out Marketed My MultiMillion Dollar Company)

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    Julia Kuo 發佈於 2019 年 09 月 03 日
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