Don’t be a bad person as an operator: find the right business model and adhere to the principles of being a person and doing things

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This article author Guan Dengyuan, co-founder of Delsveg chain restaurant, thanks for authorizing the “Practical Guide” website to reprint.

May is over, and our company has set a new ceiling for this May tax filing season, which is a bit surprising. Of course, there is joy in reaching a new high in revenue, but the biggest change that makes me feel is the change and adjustment in mentality in the past six months.

Let me talk about my mentality first. In the past six months, I have been very clear about the direction I want to take? Yemanjian will definitely encounter many difficulties when implementing every strategy. But because of my strong will, I just went through every problem one by one and just executed it! When you encounter difficulties, overcome them. If it is really difficult to overcome, try to overcome them.

Every change is not easy, and the first one is yourself. Whether you have the determination to change is very important. Without determination, nothing can be accomplished! When encountering obstacles, it’s natural to make excuses for yourself.

Another difficulty is others.

Now, I don’t really like to change others, and I’m not as good of a teacher as I used to be! To be honest, whether others change or not is none of my business.

In a company, everyone may want to be a good person, but when a company continues to move forward, adjustments and changes will definitely be needed. If someone resists change, in the past I would enlighten you earnestly, hoping that you could grow and adjust yourself, and even slow down or stop and wait for you to grow. However, I gradually realized that this was wrong. As an operator and leader, this approach was failing!

If the organization you are in is not a non-profit organization, or is just a general team, then I think it is important for the entire team to move forward together. But precisely because it is a for-profit organization, the company must find ways to make profits in order to survive. There must be more profits so that everyone who works hard can gain something. It would be wrong if, because of one person’s stagnation or unwillingness to grow, the entire team or those who have worked hard must stop and wait! As a business owner, I shouldn’t let this happen.

I used to be a good person and always wanted everyone to grow. However, the key to growth does not lie in me, but in everyone’s own heart - today, if you want to change and grow, I am naturally willing to provide assistance, but when you have no intention, I don’t have to waste my energy.

So, I have made changes and must move forward firmly. As the company grows bigger and bigger, I certainly cannot stop because of personal or a few people’s factors. As the company’s operator and leader, my task is to lead the company to continue to move forward. If some colleagues cannot adapt to such a policy or are unwilling to cooperate, then we have to ask them to get off the bus. This is my determined mentality now, and it is also the realization and changes I have gained over the years.

When your heart is firm, you can move forward with persistence. This is the biggest change in my mentality in half a year.

After talking about the mentality, the other aspect is about business strategies and methods.

As far as business strategy is concerned, I am very clear about it. Because there is a very clear general direction, so I naturally know which way to go? But as far as business management is concerned, having a clear direction and executing it to achieve results are two different things!

Well, now let’s talk about why the recent performance can hit new highs? This year, except for opening a new store in Kaohsiung, I have not actively opened any stores! The focus of business management is not placed offline, but online. Having said that, this month’s performance was able to hit a new high thanks to online shopping (that is, selling rice dumplings).

It actually took me a lot of time to invest in e-commerce. But for me, although the field of e-commerce is familiar to me, it has never been a success. Because we are working in the cold chain and in the vegetarian field, there are many problems that need to be overcome. In addition to the supply chain resources that are already available, it is almost a concept of starting a new business. Start with positioning and searching for market opportunities, then set up a website and find out every problem… Sometimes we encounter cold chain shipments that cannot be outsourced. On the one hand, we have to overcome sales problems on the marketing side.

The market is changing rapidly, and digital marketing is also developing very rapidly. It has been changing in the past few years. On the one hand, I have to keep up, but I also have to solve many problems in logistics, shipping, organization, information connection, and online and offline integration. Looking back on this journey, many questions are still vivid in my mind.

I have mentioned that O2O (Online to Offline) is not a new topic, but looking at the Taiwan market, the number of companies that can really achieve good integration is still quite limited.

It is true that any online or offline business can be called O2O, but in fact, it is necessary to achieve a comprehensive all-channel layout, and even cover areas including traditional channel introduction, opening of physical stores, chain operations (you must know that opening two or three stores is a completely different order of magnitude than opening dozens or even hundreds of stores at once) and e-commerce operations. The entire business must be integrated, which is definitely not something that can be achieved in a short time.

To be honest, I don’t think capital alone can lead to success. Because even if you find the right business model, whether you can find a successful integration model is another story. If you hope that the integrated synergy can be fully realized online and offline, or even be profitable at the same time, it is even more difficult. Having said that, this is also the difficulty of O2O operations.

I have lectured to micro-entrepreneurs before. Most of what we talked about at that time was just the O2O method of physical and digital marketing. I won’t talk about the deeper parts! Because even if we talk about it, it may not be useful. Many entrepreneurs are ambitious and want to branch out into other fields when they can’t take care of one field. This will definitely be risky.

If you want to connect the two business models, in addition to concepts, methods, strategies, tool learning, and connection of funds and information flows, there is still too much work to be done. It is difficult to succeed without a strong organization, otherwise you have to be like me, who have spent time learning and adjusting in the past few years. If you don’t have an organization, you have to strengthen your abilities and take the time to try. This principle is very simple, but actually executing it requires determination and perseverance.

Actually, I’m not too afraid of competition. I read a passage two days ago that I thought was great, and I quite agree with it: When running a business, you should focus on consumers, not competitors.

[Kotler](https://www.businesstoday.com.tw/article/category/154685/post/201311070049/%E6%B1%BA%E5%AE%9A%E5%8B%9D%E5%88%A9%E7%9A%84%EF%B C%8C%E6%98%AF%E9%A1%A7%E5%AE%A2%EF%BC%8C%E4%B8%8D%E6%98%AF%E7%AB%B6%E7%88%AD%E8%80%85%EF%BC%81) once said: “The important thing is to always think about the customer. It is not the competitor, but the customer who determines the winner.”

As operators, our first task is not to defeat competitors or copy competitors, but to think about what consumers really want? How to improve consumer satisfaction, feelings and experience? These issues deserve careful consideration, so we must put our time and focus on consumers, not competitors.

Competitors certainly need to be studied, but they cannot just blindly think about defeating the opponent. To be honest, when you are at the forefront of the industry, there is no need to defeat anyone! You know, the existence of competitors will help to invigorate the market. Competition is not about price, the real competition is about the experience provided to consumers. When two brands are placed in front of consumers, the chosen brand must have its key to success. The factors behind this are more worthy of our exploration and research.

The above is probably the change in my mentality in the past six months.

It’s gratifying to reach a new milestone in your business, but I know this is a process, and it’s only just begun! It is probably just the stage of learning to walk. There is still a long way to go. Keeping on walking is the key to success.

It is not difficult to see the market, but it is quite difficult to persevere and reach the vision of your heart.

I would like to share this article with all my entrepreneurial friends.

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Further reading

• Sales no longer relies on luck: Revealing the growth rules of “The Model” of Japanese B2B
• Give me 29 minutes and I’ll teach you how to make $1 million: Field notes on starting a business from scratch
• Business thinking and product thinking of entrepreneurs: Pay attention to super users, but also segment monopolies

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