{"id":8498,"date":"2014-10-07T15:47:34","date_gmt":"2014-10-07T13:47:34","guid":{"rendered":"https:\/\/www.minicrm.hu\/?p=8498"},"modified":"2014-10-08T10:27:15","modified_gmt":"2014-10-08T08:27:15","slug":"piacralepesi-korlat-ii-meretgazdasagossag","status":"publish","type":"post","link":"https:\/\/www.minicrm.hu\/blog\/2014\/10-07\/piacralepesi-korlat-ii-meretgazdasagossag\/","title":{"rendered":"Piacra l\u00e9p\u00e9si korl\u00e1tok II \u2013 M\u00e9retgazdas\u00e1goss\u00e1g"},"content":{"rendered":"<p>John Knee, Bruce Greenwald \u00e9s Ava Seave a strat\u00e9giai \u00fczletvezet\u00e9sr\u0151l sz\u00f3l\u00f3, <em>The Curse of the Mogul <\/em>(2009) c\u00edm\u0171 k\u00f6nyv\u00fckben a legels\u0151 val\u00f3di versenyk\u00e9pes el\u0151nyk\u00e9nt a m\u00e9retgazdas\u00e1goss\u00e1got eml\u00edtik.<\/p>\n<p>A m\u00e9retgazdas\u00e1goss\u00e1g alatt a legt\u00f6bben csak azt \u00e9rtj\u00fck, amit az iskol\u00e1ban tanultunk r\u00f3la: egy m\u0171anyag tollat legy\u00e1rtani \u00f6tmilli\u00f3 forint lenne, \u00f6tmilli\u00f3t legy\u00e1rtani darabonk\u00e9nt harminc forint. Ez teh\u00e1t azt jelenti, hogy a legt\u00f6bb esetben a m\u00e9retgazdas\u00e1goss\u00e1g a magas \u00e1lland\u00f3 k\u00f6lts\u00e9gekb\u0151l ered (gy\u00e1rt\u00f3sor, sz\u00e1ml\u00e1k, stb). Ilyenkor min\u00e9l nagyobb egy c\u00e9g, ann\u00e1l jobban el tudja oszlatni ezeket a k\u00f6lts\u00e9geket, \u00e9s \u00edgy sokkal t\u00f6bb profitot tud termelni, mint a kisebb versenyt\u00e1rsai. Az ilyen c\u00e9gek sz\u00e1m\u00e1ra a legokosabb strat\u00e9gia a folyamatos fejleszt\u00e9s, hogy emelje a fix k\u00f6lts\u00e9geket \u2013 \u00edgy egy kisebb c\u00e9g folyamatos lemarad\u00e1sban lesz mellette.<\/p>\n<p><a href=\"https:\/\/minicrm-wp-hu.s3.amazonaws.com\/uploads\/2014\/10\/piacra_lepes_meretgazdalkodas.jpg\"><img loading=\"lazy\" decoding=\"async\" onerror=\"this.src='https:\/\/minicrm-wp-hu.s3.amazonaws.com\/uploads\/2021\/04\/MC_logo_2021_G-Dark.svg'\" class=\"size-full wp-image-8563 aligncenter\" src=\"https:\/\/minicrm-wp-hu.s3.amazonaws.com\/uploads\/2014\/10\/piacra_lepes_meretgazdalkodas.jpg\" alt=\"piacra_lepes_meretgazdalkodas\" width=\"600\" height=\"464\" srcset=\"https:\/\/minicrm-wp-hu.s3.amazonaws.com\/uploads\/2014\/10\/piacra_lepes_meretgazdalkodas.jpg 600w, https:\/\/minicrm-wp-hu.s3.amazonaws.com\/uploads\/2014\/10\/piacra_lepes_meretgazdalkodas-300x232.jpg 300w, https:\/\/minicrm-wp-hu.s3.amazonaws.com\/uploads\/2014\/10\/piacra_lepes_meretgazdalkodas-520x402.jpg 520w, https:\/\/minicrm-wp-hu.s3.amazonaws.com\/uploads\/2014\/10\/piacra_lepes_meretgazdalkodas-388x300.jpg 388w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p>Azonban m\u00e9retgazdas\u00e1got m\u00e9g k\u00e9t, m\u00e1sik \u00faton is el lehet \u00e9rni:<\/p>\n<ul>\n<li>Ami igaz\u00e1n sz\u00e1m\u00edt, az a c\u00e9g relat\u00edv m\u00e9rete az adott piacon bel\u00fcl. P\u00e9ld\u00e1ul a Blackberry 10 \u00e9vvel ezel\u0151tt egy kv\u00e1zi-niche piacon n\u0151tt nagyra: csak a c\u00e9gek telekommunik\u00e1ci\u00f3s ig\u00e9nyeit megc\u00e9lozva a v\u00e1s\u00e1rl\u00f3i piacra is be tudtak t\u00f6rni.<\/li>\n<li>Az Internettel egy\u00fctt meg\u00e9rkezett egy m\u00e1sik fajta m\u00e9retgazdas\u00e1g is: a h\u00e1l\u00f3zati hat\u00e1sok gazdas\u00e1ga. A klasszikus p\u00e9lda term\u00e9szetesen a telefon \u2013 a felhaszn\u00e1l\u00f3k sz\u00e1ma n\u00f6veli a term\u00e9k \u00e9rt\u00e9k\u00e9t. Tal\u00e1n az els\u0151, ami r\u00f6gt\u00f6n mindenkinek esz\u00e9be jut a h\u00e1l\u00f3zati hat\u00e1sokkal kapcsolatban, az a Facebook-hat\u00e1s, hiszen itt a felhaszn\u00e1l\u00f3k sz\u00e1ma v\u00e1lik gyakorlatilag a felhaszn\u00e1l\u00f3i \u00e9lm\u00e9nny\u00e9. Min\u00e9l t\u00f6bb ember haszn\u00e1lja, ann\u00e1l ink\u00e1bb meg\u00e9ri csatlakozni.<\/li>\n<\/ul>\n<p><strong>Hogyan ismerhet\u0151k fel ezek a lehet\u0151s\u00e9gek?<\/strong><\/p>\n<ol>\n<li>A magas \u00e1lland\u00f3 k\u00f6lts\u00e9gekkel rendelkez\u0151 startupok \u00e1ltal\u00e1ban a hardware-t gy\u00e1rt\u00f3 c\u00e9gek, amelyek olyan \u00faj\u00edt\u00e1st tudnak bevezetni olyan saj\u00e1t szabadalommal, amilyen senki m\u00e1snak nincsen. Amennyiben a term\u00e9k nem olyan szabadalmaztatott technik\u00e1val k\u00e9sz\u00fcl, ami val\u00f3ban lem\u00e1solhatatlan (\u00e9s ilyen egyre kevesebb van), ilyen startup-ba belefogni el\u00e9g nagy rizik\u00f3t jelent, hiszen, mint ahogy azt <a href=\"https:\/\/www.minicrm.hu\/blog\/2014\/10-06\/piacra-lepesi-korlatok-bevezeto\/\">az el\u0151z\u0151 posztban<\/a> a Pebble p\u00e9ld\u00e1j\u00e1n m\u00e1r l\u00e1thattuk, nagy az es\u00e9ly arra, hogy egy m\u00e1rkan\u00e9vvel, t\u00f6bb p\u00e9nzzel \u00e9s m\u00e1r am\u00fagy is magas fix k\u00f6lts\u00e9ggel rendelkez\u0151 c\u00e9g elkezd hasonl\u00f3 ig\u00e9nyeket kiel\u00e9g\u00edt\u0151 term\u00e9keket gy\u00e1rtani. Ilyen \u00f6tlettel ide\u00e1lisabb lehet egy felv\u00e1s\u00e1rl\u00e1sra p\u00e1ly\u00e1z\u00f3 strat\u00e9gi\u00e1t kialak\u00edtani.<\/li>\n<li>Niche \u00fczlet\u00e1gak keres\u00e9se. A legnagyobb\u00e1 v\u00e1lni egy kisebb piacon nem elhanyagolhat\u00f3 (anyagi) el\u0151ny\u00f6kkel is j\u00e1rhat. A nagy probl\u00e9ma az \u00faj piacok kutat\u00e1s\u00e1val, hogy neh\u00e9z pontos k\u00e9pet kialak\u00edtani arr\u00f3l, hogy mekkora is lehet azoknak a sz\u00e1ma, akik az adott term\u00e9k t\u00f6rzsvev\u0151iv\u00e9 v\u00e1lhatnak. Azonban vannak olyan \u201eniche\u201d \u00fczletek, amikben m\u00e9g van mozg\u00e1st\u00e9r, \u00e9s viszonylag k\u00f6nnyen a mainstream fel\u00e9 lehet \u0151ket k\u00f6zel\u00edteni: ilyenek p\u00e9ld\u00e1ul a k\u00fcl\u00f6nb\u00f6z\u0151 z\u00f6ld\/organikus \u00fczlet\u00e1gak (pl ruh\u00e1zat, \u00e9telek, h\u00e1ztart\u00e1si term\u00e9kek, stb), bizonyos luxus ipar\u00e1gak (a ruh\u00e1zkod\u00e1s \u00e9s az \u00e9telek itt is \u00e9rdekesek lehetnek), vagy a k\u00fclf\u00f6ldi di\u00e1kok elhelyezked\u00e9s\u00e9t seg\u00edt\u0151 c\u00e9gek, amib\u0151l mostan\u00e1ban rengeteg bukkan fel itthon (ezekben p\u00e9ld\u00e1ul sok a lehet\u0151s\u00e9g a tov\u00e1bbfejleszt\u00e9sre is, di\u00e1khitel\/munka\/tan\u00e1csad\u00f3 c\u00e9gg\u00e9).<\/li>\n<li>A h\u00e1l\u00f3zati hat\u00e1sok piaca egyre jobban megtelik, hiszen a telefonokra k\u00e9sz\u00edthet\u0151 app-ek k\u00f6zel sem olyan j\u00f6vedelmez\u0151ek, ha mindennek van ingyenes verzi\u00f3ja is. Azonban, m\u00e1r csak magyar p\u00e9ld\u00e1k alapj\u00e1n, m\u00e9g mindig van ig\u00e9ny (online) k\u00f6z\u00f6ss\u00e9gi terekre: el\u00e9g csak a Miutc\u00e1nk vagy a Piknik siker\u00e9re gondolni.<\/li>\n<\/ol>\n<p><strong>Mit kell tenni a ki\u00e9p\u00edt\u00e9s\u00fck\u00e9rt?<\/strong><\/p>\n<p>A h\u00e1rom k\u00fcl\u00f6nb\u00f6z\u0151 m\u00e9retgazdas\u00e1gb\u00f3l h\u00e1rom k\u00fcl\u00f6nb\u00f6z\u0151 m\u00f3don lehet igaz\u00e1n profit\u00e1biliss\u00e1 tenni:<\/p>\n<ul>\n<li>Az els\u0151 esetben \u00e9rdemesebb az \u00f6tletet \u00e9s a szabadalmat eladni. Kev\u00e9s es\u00e9ly van ugyanis hardware piacra startupk\u00e9nt bet\u00f6rni, kiv\u00e9ve, ha el\u00e9g j\u00f3m\u00f3d\u00fa \u00e9s kock\u00e1zatv\u00e1llal\u00f3 befektet\u0151t tal\u00e1lunk. A legt\u00f6bb esetben azonban az exit strat\u00e9gia itt is f\u00fazi\u00f3 \u00e9s felv\u00e1s\u00e1rl\u00e1s lesz.<\/li>\n<li>A m\u00e1sodik esetben a hangs\u00falyt els\u0151sorban az \u00e9rt\u00e9kes\u00edt\u00e9sre kell helyezni. Mivel niche piacr\u00f3l van sz\u00f3, \u00e9rdemes a piac v\u00e9lem\u00e9nyform\u00e1l\u00f3it megkeresni, \u00e9s a term\u00e9k\u00fcnket el\u0151sz\u00f6r az \u0151 rendelkez\u00e9s\u00fckre bocs\u00e1tani.<\/li>\n<li>A harmadik esetben a c\u00e9lunk min\u00e9l t\u00f6bb ember min\u00e9l gyorsabb el\u00e9r\u00e9se. B\u00e1r v\u00e9lem\u00e9nyform\u00e1l\u00f3kat itt sem \u00e1rt magunk mell\u00e9 \u00e1ll\u00edtani, a c\u00e9l az, hogy a term\u00e9kr\u0151l a h\u00edr min\u00e9l gyorsabban sz\u00e1rnyra kelljen. Itt \u00e9rdemes lehet prom\u00f3ci\u00f3kat kital\u00e1lni, hogy min\u00e9l t\u00f6bben akarj\u00e1k elkezdeni haszn\u00e1lni a term\u00e9k\u00fcnket (p\u00e9ld\u00e1ul a magyar <a href=\"https:\/\/buxa.eu\/\">Buxa<\/a> applik\u00e1ci\u00f3 &#8222;happy hour&#8221; esem\u00e9nyein fizet egy s\u00f6rt azoknak, akik let\u00f6ltik az &#8222;online t\u00e1rca&#8221; alkalmaz\u00e1sukat).<\/li>\n<\/ul>\n<p>Amit teh\u00e1t startup v\u00e1llalkoz\u00f3k\u00e9nt meg kell k\u00e9rdezned magadt\u00f3l: melyik m\u00e9retgazdas\u00e1gi kateg\u00f3ri\u00e1ba esik a term\u00e9kem? Ha ezt megtal\u00e1ltad, m\u00e1r strat\u00e9giailag gondolkozol a term\u00e9kedr\u0151l \u00e9s a lehet\u0151s\u00e9geidr\u0151l; a k\u00f6vetkez\u0151 l\u00e9p\u00e9s m\u00e1r csak a m\u0171k\u00f6d\u00e9si k\u00e9rd\u00e9sek tiszt\u00e1z\u00e1sa.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>John Knee, Bruce Greenwald \u00e9s Ava Seave a strat\u00e9giai \u00fczletvezet\u00e9sr\u0151l sz\u00f3l\u00f3, The Curse of the Mogul (2009) c\u00edm\u0171 k\u00f6nyv\u00fckben a legels\u0151 val\u00f3di versenyk\u00e9pes el\u0151nyk\u00e9nt a m\u00e9retgazdas\u00e1goss\u00e1got eml\u00edtik. A m\u00e9retgazdas\u00e1goss\u00e1g alatt a legt\u00f6bben csak azt \u00e9rtj\u00fck, amit az iskol\u00e1ban tanultunk r\u00f3la: egy m\u0171anyag tollat legy\u00e1rtani \u00f6tmilli\u00f3 forint lenne, \u00f6tmilli\u00f3t legy\u00e1rtani darabonk\u00e9nt harminc forint. Ez teh\u00e1t azt [&hellip;]<\/p>\n","protected":false},"author":66,"featured_media":8563,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"gallery","meta":{"inline_featured_image":false,"footnotes":""},"categories":[392],"tags":[],"class_list":["post-8498","post","type-post","status-publish","format-gallery","has-post-thumbnail","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 II \u2013 M\u00e9retgazdas\u00e1goss\u00e1g<\/title>\n<meta name=\"description\" content=\"John Knee, Bruce Greenwald \u00e9s Ava Seave a strat\u00e9giai \u00fczletvezet\u00e9sr\u0151l sz\u00f3l\u00f3, The Curse of the Mogul (2009) c\u00edm\u0171 k\u00f6nyv\u00fckben a legels\u0151 val\u00f3di versenyk\u00e9pes\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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