{"id":8495,"date":"2014-10-06T18:32:57","date_gmt":"2014-10-06T16:32:57","guid":{"rendered":"https:\/\/www.minicrm.hu\/?p=8495"},"modified":"2014-10-06T23:47:29","modified_gmt":"2014-10-06T21:47:29","slug":"piacra-lepesi-korlatok-bevezeto","status":"publish","type":"post","link":"https:\/\/www.minicrm.hu\/blog\/2014\/10-06\/piacra-lepesi-korlatok-bevezeto\/","title":{"rendered":"Piacra l\u00e9p\u00e9si korl\u00e1tok &#8211; Bevezet\u0151"},"content":{"rendered":"<p>Ha startupk\u00e9nt piaci r\u00e9st l\u00e1tsz, m\u00e1sok is meg fogj\u00e1k l\u00e1tni. Az egyetlen m\u00f3dja, hogy vissza tudd tartani a t\u00f6bbieket att\u00f3l, hogy a Te \u00fczleted ut\u00e1n pr\u00f3b\u00e1ljanak j\u00f6nni, az, hogyha <strong>\u201epiacra l\u00e9p\u00e9si korl\u00e1tokat\u201d (barriers to entry) emelsz magad k\u00f6r\u00e9<\/strong> \u2013 \u00fagyis elk\u00e9pzelheted, mintha a kast\u00e9lyod k\u00f6r\u00e9 v\u00e1r\u00e1rkot \u00e9p\u00edten\u00e9l.<\/p>\n<p>Jonathan Knee \u00e9s alkot\u00f3t\u00e1rsai a <em>The Curse of the Mogul<\/em> (2009) c\u00edm\u0171 k\u00f6nyv\u00fckben ezeket a korl\u00e1tokat a k\u00f6vetkez\u0151k\u00e9ppen hat\u00e1rozt\u00e1k meg:<\/p>\n<ul>\n<li>M\u00e9retgazdas\u00e1goss\u00e1g<\/li>\n<li>\u00dcgyf\u00e9l \u201efogs\u00e1g\u201d<\/li>\n<li>\u00c1r<\/li>\n<li>Jogszab\u00e1lyi h\u00e1tt\u00e9r (azaz nincsenek olyan jogszab\u00e1lyok \u00e9rv\u00e9nyben, amelyek megnehez\u00edten\u00e9k a m\u0171k\u00f6d\u00e9st)<\/li>\n<\/ul>\n<p>Ezek azok a faktorok, melyek b\u00e1rmelyik\u00e9nek megl\u00e9te garant\u00e1lhatja azt, hogy olyan \u201ev\u00e1r\u00e1rkot \u00e1ss\u201d a c\u00e9ged k\u00f6r\u00e9, ami megv\u00e9d att\u00f3l, hogy egy m\u00e1sik c\u00e9g a helyedre tudjon l\u00e9pni. Ha nincsenek ilyen korl\u00e1tok \u2013 vagy nevezhetj\u00fck ezeket <strong>versenyk\u00e9pes el\u0151ny\u00f6k<\/strong>nek is \u2013 akkor, amint a c\u00e9ged elkezd magasabb profitot termelni, mint m\u00e1s, m\u00e1r tel\u00edtett \u00fczlet\u00e1gakban lehets\u00e9ges, m\u00e1s c\u00e9gek is elkezdenek majd a piacodra p\u00e1ly\u00e1zni, ami megemeli a k\u00f6lts\u00e9geket, \u00e9s lenyomja az \u00e1rakat.<\/p>\n<p>Ez\u00e9rt, ha m\u00e9g csak \u00f6tletelsz a startupoddal kapcsolatban, az egyik legfontosabb k\u00e9rd\u00e9s, amit fel kell tenned magadnak:<strong> melyik korl\u00e1tot tudom az \u00fczletemnek biztos\u00edtani?<\/strong><\/p>\n<p>Ha \u00fczleti strat\u00e9gi\u00e1r\u00f3l besz\u00e9l\u00fcnk, az csak arr\u00f3l sz\u00f3lhat, hogy az eml\u00edtett n\u00e9gy korl\u00e1t k\u00f6z\u00fcl valamelyiket fejlesztj\u00fck. <strong>A menedzsereknek teh\u00e1t az igazi feladatuk, hogy megl\u00e1ss\u00e1k azokat a strat\u00e9giailag fontos l\u00e9p\u00e9seket, amik ezeknek a korl\u00e1toknak a min\u00e9l magasabbra \u00e9p\u00fcl\u00e9s\u00e9hez vezethetnek.<\/strong> Minden m\u00e1s, mindennapos folyamatokkal kapcsolatos menedzsmenti feladat nem a strat\u00e9gi\u00e1r\u00f3l sz\u00f3l, hanem a c\u00e9g min\u00e9l hat\u00e9konyabb (azaz nagyobb profitot termel\u0151) m\u0171k\u00f6dtet\u00e9s\u00e9r\u0151l. Ez term\u00e9szetesen minden \u00fczlet \u00e9ltet\u0151je, azonban a strat\u00e9gia a versenyk\u00e9pes viselked\u00e9sr\u0151l sz\u00f3l. Ha a fenti n\u00e9gy korl\u00e1t k\u00f6z\u00fcl valamelyik nem \u00e1ll fenn, akkor nem besz\u00e9lhet\u00fcnk versenyk\u00e9pes el\u0151nyr\u0151l, \u00edgy versenyk\u00e9pes viselked\u00e9sr\u0151l sem.<\/p>\n<p>Egy \u00fczlet\u00e1gon bel\u00fcl term\u00e9szetesen elk\u00e9pzelhet\u0151, hogy t\u00f6bb c\u00e9g is osztozik a versenyk\u00e9pes el\u0151ny\u00f6k\u00f6n. Ilyenkor a strat\u00e9gia c\u00e9lja a b\u00e9k\u00e9s egy\u00fctt\u00e9l\u00e9s: olyan m\u00f3dszereket kell tal\u00e1lni, amik igazs\u00e1gosan elosztj\u00e1k az el\u0151ny\u00f6ket \u00fagy, hogy a feloszt\u00e1s megfeleljen a tr\u00f6sztellenes t\u00f6rv\u00e9nyeknek.<\/p>\n<p>Startup v\u00e1llalkoz\u00f3k gyakran hiszik azt, hogy sikeresen \u00e9p\u00edtettek maguk k\u00f6r\u00e9 \u201ev\u00e1r\u00e1rkot\u201d, de sokszor k\u00f6nny\u0171 beleesni abba a hib\u00e1ba, hogy versenyk\u00e9pes el\u0151nynek tartunk egy olyan faktort, ami k\u00f6nnyen megsz\u0171nhet. A leggyakoribb ilyen p\u00e9ld\u00e1k:<\/p>\n<ol>\n<li><strong>Tehets\u00e9ges koll\u00e9g\u00e1k<\/strong>: lehet, hogy a tehets\u00e9get nem lehet p\u00e9nz\u00e9rt megvenni, de b\u00e9relni mindenk\u00e9pp lehets\u00e9ges. \u00c1ltal\u00e1ban a legtehets\u00e9gesebb koll\u00e9g\u00e1k tudj\u00e1k a saj\u00e1t \u00e9rdekeiket a legjobban k\u00e9pviselni is, \u00edgy, b\u00e1rmennyire is figyelhetsz a <a href=\"https:\/\/www.minicrm.hu\/blog\/2014\/09-22\/9-tipp-a-jobb-irodai-kulturaert\/\">j\u00f3 irodai kult\u00far\u00e1ra<\/a>, ha a tehets\u00e9g biztos\u00edtja az egyetlen versenyk\u00e9pes el\u0151ny\u00f6det, val\u00f3sz\u00edn\u0171leg nem sz\u00e1m\u00edthatsz r\u00e1 sok\u00e1ig.<\/li>\n<li><strong>Els\u0151 cselekv\u0151 el\u0151nye<\/strong>: mindenk\u00e9ppen k\u00fcl\u00f6nleges \u00e9s megtisztel\u0151 valamiben az els\u0151nek lenni. N\u00e9h\u00e1ny helyzetben val\u00f3ban korl\u00e1tot biztos\u00edt, azonban viszonylag kev\u00e9s olyan c\u00e9gr\u0151l tudunk, akik ebb\u0151l sok\u00e1ig versenyk\u00e9pes el\u0151nyt tudtak kov\u00e1csolni \u2013 gondoljunk csak a Pebble smart \u00f3r\u00e1ra, a Kickstarter egyik els\u0151 siker sztorij\u00e1ra. B\u00e1r a c\u00e9g tov\u00e1bbra is fenn\u00e1ll, nehezen lehetne azt mondani, hogy \u0151k a legt\u00f6bb profittal rendelkez\u0151 smart \u00f3ra gy\u00e1rt\u00f3 c\u00e9g. Els\u0151nek lenni akkor j\u00f3 dolog, ha az megk\u00f6nny\u00edti a v\u00e1s\u00e1rl\u00f3i \u201efogs\u00e1g\u201d ki\u00e9p\u00edt\u00e9s\u00e9t, k\u00f6lts\u00e9gel\u0151nyt jelent, vagy a m\u00e9retgazdas\u00e1g ki\u00e9p\u00edt\u00e9s\u00e9t teszi k\u00f6nnyebb\u00e9. Ha ezek nincsenek meg, mi garant\u00e1lja, hogy a c\u00e9g gazdas\u00e1gosabban tud m\u0171k\u00f6dni, mint a k\u00e9s\u0151bb bel\u00e9p\u0151 versenyt\u00e1rsak? Sokszor el\u0151fordul, hogy az els\u0151 cselekv\u0151 el\u0151nye elporlad, azonban az ut\u00e1na k\u00f6vetkez\u0151 c\u00e9gek az els\u0151 bel\u00e9p\u0151 piackutat\u00e1sai alapj\u00e1n tudnak el\u0151rehaladni.<\/li>\n<\/ol>\n<p>A k\u00f6vetkez\u0151 napokban a MiniCRM blogj\u00e1n megn\u00e9zz\u00fck, hogy mir\u0151l is sz\u00f3l val\u00f3j\u00e1ban a n\u00e9gy piacra l\u00e9p\u00e9si korl\u00e1t, hogyan ismerhet\u0151k fel ezek a lehet\u0151s\u00e9gek, \u00e9s mit kell tenni a ki\u00e9p\u00edt\u00e9s\u00fck\u00e9rt.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ha startupk\u00e9nt piaci r\u00e9st l\u00e1tsz, m\u00e1sok is meg fogj\u00e1k l\u00e1tni. Az egyetlen m\u00f3dja, hogy vissza tudd tartani a t\u00f6bbieket att\u00f3l, hogy a Te \u00fczleted ut\u00e1n pr\u00f3b\u00e1ljanak j\u00f6nni, az, hogyha \u201epiacra l\u00e9p\u00e9si korl\u00e1tokat\u201d (barriers to entry) emelsz magad k\u00f6r\u00e9 \u2013 \u00fagyis elk\u00e9pzelheted, mintha a kast\u00e9lyod k\u00f6r\u00e9 v\u00e1r\u00e1rkot \u00e9p\u00edten\u00e9l. Jonathan Knee \u00e9s alkot\u00f3t\u00e1rsai a The Curse of [&hellip;]<\/p>\n","protected":false},"author":66,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"gallery","meta":{"inline_featured_image":false,"footnotes":""},"categories":[392],"tags":[],"class_list":["post-8495","post","type-post","status-publish","format-gallery","hentry","category-startup","post_format-post-format-gallery"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Piacra l\u00e9p\u00e9si korl\u00e1tok - Bevezet\u0151<\/title>\n<meta name=\"description\" content=\"Ha startupk\u00e9nt piaci r\u00e9st l\u00e1tsz, m\u00e1sok is meg fogj\u00e1k l\u00e1tni. 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