Internet business plan

Internet business plan

In today’s social life, there are more and more occasions where business plans need to be used. The business plan is a comprehensive project plan. What kind of business plan is effective? The following is an Internet business plan that I have carefully compiled. It is for reference only. Everyone is welcome to read it.

1. Overview

The Internet is a place where billions of wealth can be created in an instant. With the development of Internet technology, especially the emergence of e-commerce, the economic value created by the Internet has grown rapidly. Online literature has launched a VIP contracting system and reading system through the transaction of the author's digital copyright, and gradually cultivated and developed its own profit model through various models such as online advertising, publishing agency, electronic reading development, and wireless reading development. It has also been used in game development and movie script adaptation, allowing online literary works to be used many times, forming a strong industrial chain. The strong user demand for online literature guarantees its vast market. With the advent of the 3G era, reading will no longer be limited by time and place. Mobile phone reading can satisfy readers' reading needs no matter when and where. Through the analysis of the online literature market, we will determine our own development direction based on the currently neglected links in the development of online literature to avoid strong competition for funds. And learn from some successful new models to carry out development positioning and commercial operation of Xinyu Chinese Network. Enter the market from weak links in the market, seek differentiated development, and form a huge industrial chain that integrates author publishing and reader reading, magazine selection, book publishing, electronic operations, film and television distribution, and animation production.

2. Brief description of products/services

In the early stage, Xinyu Chinese Network cooperated with university literary societies to establish their own homepages for literary societies in Xinyu, forming a nationwide A unique and vast alliance of associations. At the same time, Xinyu will cooperate with various physical and virtual societies to promote each other, in order to achieve resource exchange and talent sharing.

Xinyu Chinese Network will always provide a platform for excellent literature lovers to publish online literature, discover high-quality online authors, and collect and manage classic works. Gradually establish a VIP reading system to achieve a win-win situation in which authors and website owners make profits simultaneously. Later, through cooperation with magazine publishers, we assisted authors in publishing their works and books, as well as film script adaptations, and game software development centered on the content of their works.

3. Market Analysis

1. Great economic value

It has been nearly 16 years since the Internet entered China in 1994. In 1997, Chinese-American William Zhu introduced Banyan Tree to China. This can be regarded as the earliest online literature site so far. Banyan Tree was originally just his personal homepage, but unexpectedly it developed rapidly and attracted countless literature lovers. It is precisely because of a group of enthusiastic overseas Chinese that the development of China's online literature has not been too far away from the world. Nowadays, Internet literature has developed rapidly, and a network has been formed to package and operate contracted writers. The electronic copyright, wireless publishing rights, traditional literary copyrights and animation, film and television adaptation rights of novels are packaged and operated in a unified manner to create an integrated film and television network with literature as the core. , copyright, wireless and other multi-resource industry chain, its economic value is immeasurable.

2. The market demand is huge

There is a huge demand for online reading. With the improvement of social living standards, citizens’ lives are no longer just satisfied with food and clothing. People’s spiritual needs Rapid improvement, coupled with the development of technology, people are no longer satisfied with reading paper books, but have begun to turn their attention to the Internet, which has massive resources, and the amount of reading in the entire society has increased rapidly. With the advent of the 3G era, reading has become a fashion. As long as you have a mobile phone, an MP4 or other reading devices, you can read anytime and anywhere.

3. Products come from a wide range of sources

The creation of online literature has low cost and low threshold. For the author, most of the fees for VIP reading are the author’s income, as well as clicks After the rate rises, the economic benefits brought by book publishing and script adaptation and game production drive the creation of online writers.

4. Competition analysis

A. Analysis of professional network team:

At present, the online literature market has formed a situation where one company is the only one, and Shanda Literature has successively acquired Qidian Chinese Network. Seven websites including Jinjiang Original Literature Network, Hongxiu Tianxiang Literature Network, Under the Banyan Tree, and Novel Reading Network account for 95% of the market share of online original literature. With the strong financial support of Shanda Network, Shanda Literature has almost monopolized the entire online literature market. . However, Shanda's development model excessively pursues commercial operations and ignores some detailed management.

1. Too many commercial advertisements.

On Shanda’s websites, pop-up ads will pop up on the home page of a book. When the entire Internet industry began to focus on optimizing customer experience, Shanda did the opposite and put itself above customers. , undoubtedly thinking that he occupies the leading position of online literature.

2. The current situation of online writers’ survival is not optimistic.

Due to excessive commercialization, online literature seems to be prosperous, but in fact it has many disadvantages. In order to retain authors and avoid poaching by competitors, websites usually sign contracts with authors. Authors usually do not receive any benefits from signing a contract. However, if they do not sign a contract, all works are free to read without any profit. However, after signing the contract, there are various unreasonable restrictions on the author, including having to update several thousand words every day, not being able to contact other publishing industries, etc. The only benefit the author gets is that if the number of clicks exceeds 10,000, he or she may become a VIP. According to surveys, many VIP authors have zero income, and sometimes they can only sell a book for 30 yuan after finishing it. There are only a few people who can actually publish their works. There are only about 50 authors on each website who can live off their manuscript fees every year, and there are nearly 400,000 online writers. The total number of popular authors on each website only accounts for a fraction, and even more Many low-level writers have always been in a weak state. As an author's popularity increases, restrictions will increase. Any cheating behavior by the author will be regarded as a violation. To "press it down." All authors have no sense of security and live under constant surveillance. In July this year, the popular author Meng Ruishenji from Qidian.com transferred to Zongheng Chinese Network, which fully demonstrates the author’s dissatisfaction with Shanda’s official practices.

3. The work is completely left to the market and lacks literary quality.

Whether an author’s book can be published or not depends on the number of clicks. If the number of clicks is high, it will be published. As a result, online literature as a whole lacks literary and artistic quality, caters to vulgar tastes and cannot form excellent works that can lead and educate the entire society, and junk works are rampant. If it develops for a long time, it will inevitably decline.

4. Not paying attention to customer relationships and ignoring the bottom layer

Shanda Literature was able to achieve such a large platform, but it began to lack the original humility and humility, and became arrogant and unruly. A large part of literary creators are just out of interest. In an era when there are so many online writers, many authors continue to create despite making money, just because of their preference for literature. However, Shanda only focuses on the hype packaging of high-level writers and ignores the feelings of low-level writers, which is very inhumane. Authors need recognition for their work, not cold click-through rate indicators. After the popular author Meng Ruishenji of Qidian was transferred, he said that we authors need a sense of security, a platform that can protect us from wind and rain and provide a human touch.

B. Analysis by webmasters of literary websites:

There are currently 200,000-300,000 literary and novel sites on the Internet, among which, except for several well-known literary sites that are established by team companies, Others are personal websites. According to my contacts with most individual webmasters, individual webmasters build websites mainly to earn advertising fees, and some do it out of interest. Individual webmasters usually do not have any commercial thinking about literary sites. They build several sites by themselves, place advertisements from advertising alliances, and use the websites as a way to earn extra money.

Therefore, as long as we create features and brands, it will be easy to stand out.

5. Marketing Planning

1. According to market research, currently all major online literature sites tend to be similar, with the following characteristics:

(1) They all focus on novels and ignore the creation of short-form literature. In the past, Hongxiu Tianxiang Literature Network mainly focused on short stories. Later in its development, short stories gradually became a sub-section. Currently, there is only one link to short stories on the Hongxiu homepage, and all the homepages are full-length novels.

(2) The content is mainly fantasy and cultivation novels, and other content is ignored. Hongxiu Tianxiang does not fall into this category. It is a women's site and mainly focuses on romance novels.

(3) The development adopts the starting point model (i.e. click, recommendation, VIP, listing, publishing, post-operation), focusing only on the packaging and hype of super-popular online writers, ignoring the feelings of the underlying authors .

(4) Ignoring the discovery of good literary and artistic works in real life

(5) Too much commercialization and lack of pure freedom of literature

Once Under the Banyan Tree has done a good job and is committed to creating a pure and clean literary space. The founder, William Zhu, even refused to place commercial advertisements on the website. As a result, Banyan Tree made a lot less money, but because of its purity, it attracted more and more authors to write articles there. However, due to the lack of its own operating model, it eventually failed. Since being acquired by Shanda Literature, the business operation model has been established, but the purity of literature is no longer there. Personal analysis shows that most of the authors will leave. Our operating philosophy just inherits the purity of the banyan tree in literature.

2. The following current situations also deserve attention:

(1) Online book publishing is in full swing, but physical magazine publishers lack manuscripts.

(2) University literary societies have not received much attention from the school and society for a long time. There is a lack of contact between the societies, information is blocked, development is facing difficulties, and campus literary creation is in a slump.

(3) There are many authors who are willing to write articles for publication, but they always lack a platform to communicate face-to-face with magazine editors. Communication is limited to mailing and replying to manuscripts. As for whether the work has been delivered to the editor, I have no way of knowing what the shortcomings are.

(4) Most of the book publications are novels popular on the Internet. It is rare to publish collections of personal collections and short literary works such as prose, essays, and poetry.

To this end, Xinyu will focus on overcoming the above shortcomings and differentiated development based on market analysis, seeking ways to enter the market with a low cost and high profile, and open up a development space for Xinyu.

The operation of Xinyu will be divided into the following six parts. Each of these six parts will be discussed below:

1. Association Alliance: This part is the focus of our development. Campus literature has a lot of room for development, but the school community and even online literature operators have ignored this part. At present, no site on the Internet focuses on this website operation. It can be said that this is a market blank.

The following key analysis

In this part, we have no competition and can enter the market as an industry pioneer and develop the market. Through contact with some presidents of university literary societies, they I support this idea. Literary societies need such a communication platform. Moreover, many literary societies do not have their own homepage. After we create their own homepage for them, members of the society can join the society's homepage as individuals. Articles published on the website will be displayed on the homepage. The homepage can also provide introductions and announcements. , event albums, community forums, etc. Each community is independent of each other and can be related to each other. Once the club establishes a cooperative relationship with the site, on the one hand, it can increase the popularity of the website. On the other hand, this cooperation is long-term, and the literary club will have new blood injected into it every year.

The development of this method will benefit the literary society without any harm, and it will be easier to persuade the literary society to cooperate.

At present, cooperation intentions have been reached with some literary organizations such as Du Ruo Poetry Society and Ziyan Literary Society of Shaanxi Normal University, Cradle Literary Red Society of Central China Normal University, Jiuge Literary Society of Liaocheng University, etc. In addition, the contact information of literary societies in various universities is also being collected. .

2. Short story part: This part is ignored by major literary websites and is also a part missing in book publications. However, there are a large number of short literary works on the Internet with high quality. Since authors do not need to sign a contract with a website and can publish their works freely, they have a large number of author resources and are highly mobile. It is easy to discover them through some small literary community forums. Cultivate a specific customer base. Since we aim to build an interactive platform for editors and readers, the editorial office and publishing house will have high-quality manuscripts, and the authors will benefit from the publication of their works. This can attract and capture the editors, authors and readers, so that the editorial office and publishing house can form our potential partners.

3. Long part: This part will focus on developing low-level writers, focusing on authors, and overcoming the overemphasis on commercial hype of big-name online literature sites, ignoring the characteristics of humanized management, and never overly restricting authors. of freedom. After accumulating some popularity, you can learn from the VIP model and publish books through the cooperative relationship established with the editorial department and publishing house in the early stage. We also extensively contacted film, television, animation and game companies to carry out copyright-centered post-development.

4. Community: It mainly provides a communication platform for authors, readers and partners, and is also a tool for site promotion. Ads can be placed, but the community part is not considered as the main profit method.

5. Audiobooks: This section is a joint venture with the Internet radio station. Xinyu provides manuscripts for it, and the Internet radio station compiles the manuscripts into scripts and records radio dramas. At present, we have reached a preliminary cooperation intention with Yumeng ACG Radio. We will provide manuscripts and platform support, and we will cooperate together.

6. Electronic magazine: It is a tool to attract authors and readers in the early stages of development and promote the site. Electronic magazines are more eye-catching than paper books due to their rich media applications, which can integrate text, pictures, sounds, and animations. In the early stage, the author's excellent works can be regularly collected into volumes (e-books), and long-form works can be produced into single volumes. On the one hand, it makes up for the inability to make extensive contacts with all parties in the early stage and quickly get involved in book publishing, and it can also make the author's work be valued. At the same time, the production cost of the electronic magazine is low, the visual effect is good, and it is easy to spread. At the same time, it promotes the website in disguise. .

6. Operation management

1. Management philosophy:

The premise of excellent scientific management is to determine and implement correct and advanced management ideas. We adopt a people-oriented management philosophy and value team spirit. Pay attention to personal development and respect personal value. All functional departments coordinate and cooperate with each other to achieve the overall development of the team and achieve the effect of 1 1gt;2.

2. Management team:

The management team is mainly composed of members of our entrepreneurial team. They are all excellent literature lovers and students with relevant professional knowledge. They will make practical decisions for the team and perform the most efficient tasks. After we obtain venture capital, investors will naturally become members of our team management. We will also invite people with various professional technical and management experience to join and assume important positions.

Academic background: College student with strong thirst for knowledge and enterprising spirit.

Interpersonal relationships: Have strong interpersonal affinity, enthusiasm and calmness.

Professional qualities: keep promises; pay attention to norms; follow the team's purpose and philosophy.

3. Incentive and restraint mechanism:

1. Target incentive

By implementing the target responsibility system, work indicators are implemented layer by layer, and each employee has The goal is stressful and creates strong motivation to work hard to complete the task. Provide employees with a challenging job. Step-by-step work is the best way to reduce morale. If employees want to have inspiring performance, they must make their work challenging.

2. Demonstration and motivation

Positively influence employees through the behavioral demonstration and professionalism of supervisors at all levels and work models.

3. Respect and motivation

We often hear words such as "the performance of the team is the result of the efforts of all employees". On the surface, it seems that managers respect employees very much, but when employees When interests appear in the form of individuals, managers will reject them based on the overall interests of all employees of the company. They will say, "We can't only take into account your interests" or "If you don't want to work, just leave, we won't worry about finding people." This At this time, employees will feel that "valuing the value and status of employees" is just a slogan. Obviously, if managers do not pay attention to employees' feelings and do not respect employees, it will greatly dampen the enthusiasm of employees, making them work just to get rewards, and their incentives will be greatly weakened. At this time, laziness and irresponsibility will ensue.

Respect is the catalyst that accelerates the explosion of employee self-confidence, and respect motivation is a basic motivation method. Mutual respect between superiors and subordinates is a powerful spiritual force that contributes to harmony among employees and the formation of corporate team spirit and cohesion.

4. Participation incentives

Practical experience and research on modern human resources management show that modern employees have requirements and desires to participate in management, and create and provide all opportunities for employees to participate in management. It is an effective way to mobilize their enthusiasm. There is no doubt that few people engage in discussions about their own behavior without being motivated. Therefore, allowing employees to participate appropriately in management can not only motivate employees, but also gain valuable knowledge for the success of the enterprise. Through participation, employees can develop a sense of belonging and identification with the enterprise, which can further satisfy their self-esteem and self-realization needs. Establish and improve a system for employees to participate in management and put forward rational suggestions and an employee stock ownership system, strengthen communication between employees at all levels and leadership, and improve employees' awareness of ownership participation.

Team executives conduct regular experiential job rotations, allowing each executive to understand the work process of each position, which can strengthen communication between employees and leadership, and can also supervise work.

5. Honor incentives

Provide honorary rewards to employees with outstanding performance, such as commendation at meetings, issuing honorary certificates, honor rolls, publicity reports in the media inside and outside the team, home visits, and public funds. Sightseeing, outbound training, recommendation to obtain social honors, selection of star pacesetters, etc. Conduct performance evaluations every quarter, and reward sub-teams with outstanding performance. A certain percentage of the rewards will be issued based on the turnover of the quarter

6. Care and motivation

For employees’ work and life care, such as establishing a birthday status list for employees, the general manager issuing employee birthday cards, showing concern for employees' difficulties and expressing condolences or giving small gifts.

7. Competition incentives

Promote orderly and equal competition and survival of the fittest among employees and departments within the enterprise. Lay off employees whose performance has been below average for a long time.

8. Material incentives

Increase the wages, living benefits, and insurance of outstanding employees, and provide bonuses, daily necessities, and salary promotions. Conduct performance evaluations every quarter, and reward sub-teams with outstanding performance. A certain percentage of the rewards will be issued based on the turnover of the quarter

9. Information incentives

It is necessary to frequently communicate with the company, Information and ideological communication between employees, such as information conferences, release boards, corporate newspapers, reporting systems, symposiums, and manager reception day systems. Each sub-team holds a meeting every week to summarize the work of the previous week, formulate strategies and rectify the imperfect parts, and hold regular meetings every quarter, requiring the managers of each sub-team to participate and summarize the work of the previous quarter. , and formulate work priorities for the next quarter.

10. Cultural motivation

Cultivate corporate culture and implement it into management so that it can be recognized by employees and integrated into it, so that corporate culture can be a spiritual motivation for employees.

We regularly invite well-known senior lecturers from the society to provide training to employees, recharge their batteries, improve their work enthusiasm, improve their work skills, and improve their work efficiency.

11. Self-motivation

Including self-appreciation, self-praise, and self-congratulation.

12. Punishment (negative incentives)

Incentives are not all encouragement, they also include many negative incentives, such as elimination incentives, fines, demotions and expulsion incentives. Elimination incentives are a form of punitive control. According to the reinforcement theory in incentives, incentives can be punished, that is, using coercive and threatening control techniques, such as criticism, demotion, fines, salary cuts, elimination, etc. to create an unpleasant or stressful situation. Conditions to negate certain behaviors that do not meet requirements.

Modern management theory and practice point out that in employee motivation, positive incentives are far greater than negative incentives. The higher the quality of the personnel, the greater the negative impact of elimination incentives will be on them. It may be easier to understand this problem if we use the two-factor theory. Elimination incentives generally use a single assessment indicator, which creates a sense of job insecurity for employees, and also makes it difficult for employees to have the opportunity to learn from experience and lessons. At the same time, it will also cause tension between employees and their superiors, complicated relationships among colleagues, and make it difficult for employees to have a long-term work plan. Employees or departments who commit negligence or mistakes, violate company rules and regulations, delay work, damage equipment and facilities, cause economic losses to the company and tarnish the company's reputation will be given warnings, financial penalties, demotion, dismissal, probation, or dismissal. , expulsion and other penalties.

7. Organizational structure

The organizational structure is composed of all team members and the capital-injecting enterprise. The general meeting is the highest decision-making body. The Xinyu team will set up the following organizations to handle operations and daily work.

Marketing Department: Responsible for market research, product promotion, and finding sponsors.

Propaganda Department: Responsible for the promotion of the website and matters related to advertising.

Customer Relations Department: Responsible for communicating with customers, especially the opinions of website authors and readers, providing the team with the feelings of authors and readers about the website in a timely manner, so as to make decisions quickly and ensure a good relationship between the team and customers . In addition, assist the marketing department in communicating and negotiating with sponsoring companies.

The Customer Relations Department is composed of website administrators, forum moderators, and group administrators who are volunteers who love literature and website management, and are responsible for the daily management of the site. Volunteer workers will be rewarded with virtual objects within the website, and commemorative items will be sent to them. We will communicate with them in daily work and organize group activities to increase team awareness. When the company develops to a certain scale, some outstanding workers may be promoted to Xinyu team members and enjoy the same treatment as core team members.

Personnel Department: Mainly responsible for the appointment, removal and transfer of personnel within the team, as well as the division and evaluation of forum moderators, membership levels, and the selection of personnel from relevant institutions. And promptly discover outstanding talents and expand the team.

Editorial Department: The editorial department is composed of outstanding writers and evaluates articles from a public perspective. The editorial department is responsible for editing website content, planning special topics, and communicating with authors about their works.

Technical Department: Responsible for website construction and maintenance, SEO, anthology picture production, and later electronic magazine production

8. Risk Assessment

Current Internet Literature Market Chaos Shanda Literature is the only one with strong financial support. Each large-scale literary site is supported by the company to ensure its later operation. Xinyu Chinese website has just started and lacks brand effect and competitiveness.

Solution: Xinyu Chinese Network adopts a differentiated development model to avoid direct competition for funds, adopts a unique development approach, focuses on the development of short literature, and cooperates with university literary societies , enhance national influence, take into account long-form literature, and seek corporate support after developing to a certain scale to promote greater development.

：

Internet entrepreneurship experience sharing

I remember that in 1987, China imported and published a pamphlet-style autobiography "Lessons" from the United States. The author Wang An became a Chinese miracle because he founded Wang An Computer. However, no one could have expected that Wang An Computer, which was once comparable to the industry giant IBM, declared bankruptcy in 1992 after the death of its founder and gradually disappeared.

In the form of an autobiography, Wang An reviewed the experience of fighting against IBM, summarized the successful experience of entrepreneurship, and left reflections on the lessons of entrepreneurship throughout his life. Today, the IT industry is developing at a rapid pace and has become an important trend in the world's economic trends. Countless companies are only born and died. Almost everyone adheres to the principle that in business, heroes are ultimately judged by success or failure, singing high praises of existing victories and spreading various success studies, but there are few examples of systematic observation of failures and in-depth analysis of their causes. Tencent Technology Channel breaks away from the stereotype in its new book "Lessons", which deeply explores the experience and lessons of 17 Internet companies fighting on the front line in their actual entrepreneurship, and provides insights and accurate perspectives for Internet entrepreneurship. Take a pulse of typical failure cases and summarize 8 major misunderstandings that must be avoided.

We know that most entrepreneurs are driven by some kind of ideal. To borrow the words of the movie "Dead Poets Society" to express it, I walked into the jungle because I hope to live a meaningful life, I hope to live deeply and absorb All the essence of life, crushing everything that is not life, lest when my life ends, I find that I have never lived. Entrepreneurship is about pursuing the meaning and value of a career, but not just ideals can carry everything. From the initial idea or ideal of an entrepreneurial project, to initial planning, to specific implementation, to project formation and future development in various stages, there are always big pitfalls everywhere, and risks need to be avoided in a timely manner, and there is always a need to choose the right things to do first. , and then manage things properly.

Picasso said that imitation is the beginning of all human learning, followed by innovation, and finally your independence. Therefore, in the initial planning of starting a business, people first talk about the business model and development direction. Because business models can be copied and transformed selectively, but they must not be copied blindly. The lessons learned from Diandian.com, iRirent and Tonight Hotel Specials are still clearly in front of us. They tell us through blood and tears that when choosing a business model for entrepreneurship, we must recognize regional differences, national differences, etc., and product direction and market direction must be clear. Keep an eye on the industry situation, and when surviving in the cracks between large companies, you must not only cooperate effectively but also learn to play games, truly find a space suitable for your own development, and strive to develop into a large-scale, sustainable and healthy model.

In this regard, it is necessary to accurately locate the individual needs of users, and cultivate the market by burning money without abandoning the good. To avoid starting a business for the second time, choose a field that you are not familiar with, and mistakenly put your own needs on the users. All entrepreneurial projects must conduct a lot of research and discussions in the early stage to evaluate the feasibility of the entrepreneurial direction. The fast and slow pace must always be in line with the ever-changing market changes. In the fierce competition stage, you must have the courage to come up with new ideas to win. Then, it is particularly necessary to abandon complacency and make successful transformation on time under the premise of overall layout in the face of huge changes in the environment. The decline of Kaixin.com and Weiluocheng, as well as the missed transformation opportunities of Baofeng Video due to slow strategy, all sound the alarm: corporate leaders must be firm in their determination during transformation, and strategic changes and expansion must be accurately and firmly grasped. , instead of blindly pursuing rapid transformation and greed for more and bigger. Always keep in mind user experience, the core success factor of Internet products, and transform on this basis to prevent the capital chain from breaking. Maintain good team management, strictly standardize business operations and management, guard against minor changes, and avoid excessive expansion and out-of-control management under rapid growth like Lashou.com, Fanke and other companies. When building an entrepreneurial team, we must let go of brotherly loyalty, with the founder who holds the majority of shares as the soul, and let the entrepreneurial team carry out large-scale decision-making and other benign mechanisms for management, so as to have a say in the development direction of the enterprise and maximize the benefits of venture capital. .

It can be seen from this that it is also crucial to avoid over-reliance on partners when starting a business and lose the independence of enterprise development. The giant whale dreamed of breaking Google and the failure of social search are all warning latecomers with painful lessons. ;