Ekuthengiseni, umjikelo wobomi bemveliso yinxalenye yezixhobo okanye izinto zenkxaso, apho ivumela ukuvavanywa kweemveliso okanye izinto ezinazo inkampani kwimarike, oko kukuthi, esi sixhobo sibhekisa xa inkampani iphonononga iimveliso zakho xa sele zinazo isungulwe kwimarike.
Ukwenza olu vavanyo yindlela ebalulekileyo yokwenza Thatha ulawulo kwintengiso yenkampani, kuba ngale ndlela kunokwenzeka ukuba ufumane amanani afanelekileyo onokuthembela kuwo xa uhlalutya iindlela ezisetyenzisiweyo kumaphulo ngaphambi nasemva kokumiliselwa kwawo.
Eli gama laqulunqwa nguTheodore Levitt (uqoqosho lwaseMelika kunye noprofesa waseHarvard) ngo-1965, ebhekisa ekuxhatshazweni kwalo ukuze kufunyanwe izibonelelo ezingaphezulu. Nangona kunjalo, emva kwemodeli yokuqala kaLevitt, kwahluka okwahlukileyo okwapapashwa zezinye iingcali ebaleni, ezinje ngeWasson.
Wahlulahlulwe njani umjikelo wobomi bemveliso?
Iimveliso zihlala zihamba ngokwamanqanaba afanayo okanye izigaba, ngaphandle kwendawo yentengiso egutyungelwa yinkampani. Ngokukodwa, bahlulwe baba zizigaba ezine, eyokuqala ibe yile intshayelelo, okwesibini kubhekiswa kuye ukukhula, Ukuhamba nge ukuvuthwa kwaye iphele kungekudala ithambeka.
Nangona kunjalo, imveliso nganye inamava ayo kwinqanaba ngalinye; Oko kuthetha ukuba ulwakhiwo luhleli (njengoko besesitshilo). Ukongeza, ixesha likwahluka ngokwenqaku, apho abanye banokuhlala kwisigaba ixesha elide (okanye ngaphantsi), umzekelo, imveliso ehlala iminyaka emininzi kwinqanaba lokuvuthwa, kodwa oku kungenisa umvuzo oqhubekayo okanye ongahambiyo; ngelixa elinye likhula ngokukhawuleza kwaye ukwehla kuyakhawuleza.
Inqanaba lokwazisa
Intshayelelo ibhekisa xa imveliso isungulwa kwimarike okokuqala, apho ihlala ineentengiso ezisezantsi kuba zikwisigaba sayo sokuqala (nangona kukho ukungafani) kunye utyalomali kumaphulo okuthengisa evumela imveliso ukwaziswa kubaphulaphuli bayo ekujoliswe kubo, ngaphandle kobungakanani bento leyo.
Isingeniso esichanekileyo senziwa xa inkampani ngaphambili yayisenza izifundo ezihambelana nemarike ukubona kwangaphambili indlela yokuziphatha kwayo. Ngale ndlela kuphela apho uya kuba nakho ukuthatha ingqalelo kwimiba ebalulekileyo ekusindisweni kwemveliso.
Kubalulekile ukuba uqaphele ukuba ekubeni iyimveliso entsha ngentengiso ephantsi, iindleko zentengiso zihlala ziphezulu kunezibonelelo. Ngaphandle koku, kufuneka ityalwe imali ukuyazisa nokuyazisa. Kungale ndlela kuphela apho ukulinganisela kunokufezekiswa okuya kuthi kamva, ukuba kwenziwe ngendlela eyiyo, iqale ukubonakalisa izibonelelo ezinkulu.
Ngokwezifundo, ngenxa yenzuzo yabo ephantsi, uninzi (malunga nama-70%) lweemveliso alupasanga isigaba sokungeniswa, Oko kukuthi, bayasilela ekuphumezeni. Ke ngoko, uphando lwangaphambili lubalulekile ukoyisa eli nqanaba kwaye uqalise ukubona izibonelelo.
Isigaba sokukhula kunye noxinzelelo
Kukho iimveliso ezihamba ngexesha lesiphithiphithi, apho zivele ziwe ukusuka kolunye usuku ukuya kolulandelayo, kodwa oko akuthethi ukuba imodeli yeshishini okanye i-niche ayisasebenzi (nayo ngaphandle okuninzi), kodwa kuphela ixesha .
Ukuba oku akunjalo, kuya kuba yinto eqhelekileyo kwifayile ye- Umjikelo wobomi bemveliso uya kuhamba ngexesha lokukhula, efikelelwe kube kanye lelinye lawona manqanaba anzima (intshayelelo) yoyisiwe, evumela ukukhula kwemveliso ngokuthe ngcembe kwaye ngayo, yonyusa ukuthengisa ngesantya esiphezulu.
Kule nqanaba, enye yeempawu eziqhelekileyo zokuxabisa ukwanda kwintengiso, ukufika kwabakhuphiswano abatsha, iimveliso ezifanayo kunye neenzuzo ezingaphezulu, ukukhuthazwa kugxile ekutsaleni umkhiqizo ngophawu, phakathi kwabanye; ebonelela ngesakhono sokuvula indlela yokuvuthwa kwemveliso kwintengiso.
Inqanaba lokukhula
Kule nqanaba, imveliso ihamba ngexesha eliqhelekileyo ukukhula kwentengiso kuqala ukucotha. Nangona kunjalo, linqanaba apho nayiphi na inkampani efuna ukufikelela kuyo ngesiqhelo. Ukongeza, eli nqanaba lihlala ixesha elide kunamanye kwaye kuxa intengiso kunye neendlela zentengiso zinokwenziwa, kuba imiceli mngeni enzima ithiwe thaca.
Okwangoku, uninzi lweenkampani zifikelela "kwimida" yemveliso, apho iphinde yafezekiswa kwaye ifuna ukunciphisa iindleko kwezinye iinkalo ukuze kugcinwe inzuzo.
Ke ngokusisiseko imveliso inenzuzo nangona ingekho ngendlela ebaxiweyo njengokukhula, kodwa izibonelelo zisathathelwa ingqalelo kwaye kananjalo, utyalomali alunamandla kangako, oluvumela ukuhambisa izabelo ezilungileyo.
Olunye uphawu lwamanqanaba okukhula komjikelo wobomi bemveliso kukuba inani labakhuphisana nabo liyonyuka, amaxabiso entengiso anokuhla ngenxa yokhuphiswano kwaye kufuneka kwenziwe umzamo omkhulu ukubonisa abantu ekujoliswe kubo ukuba imveliso yenkampani ibhetele ezinye.
Ukuhla kwesigaba
Okokugqibela, inqanaba ekungekho nkampani lifuna ukufikelela kulo ithambeka, apho ku ukuthengiswa kwemveliso kuqala ukwehla kakhulu kwaye kujongwa njengokuphuma kwimarike, ngesiqhelo ngenxa yokuphelelwa lixesha okanye inzuzo ephantsi ngenxa yokwanela kwemarike.
Kwesi sigaba ubuchule obusetyenzisiweyo kugxile ekunikezeleni ngezaphulelo, ukunikezelwa, ukuyilwa ngokutsha kwemveliso, phakathi kwabanye; eya kukuvumela ukuba ulahle imveliso ngokulula ngakumbi, kuba abathengi bahlala belahlekelwa ngumdla owawukho ekuqaleni.
Nangona uninzi lweenkampani zingafuni ukufikelela kweli nqanaba, ayinakuphepheka ngenxa yezizathu ezininzi, ethi ngokwe-Walker, Staton kunye ne-Etzel zezi zilandelayo:
- Akukho sidingo semveliso.
- Abaphulaphuli ekujoliswe kubo bayadinwa yimveliso.
- Imveliso engcono okanye enexabiso eliphantsi iyaziswa kwintengiso.
La ngamanqanaba okanye izigaba zomjikelo wobomi bemveliso, esinethemba lokuba zichazwe ngokwaneleyo ukuba ziqonde bonke abafundi bethu. Nangona kunjalo, sikulungele ukuphendula zonke izimvo ngayo nayiphi na imibuzo okanye inkxalabo malunga nomxholo.