自殺式創業的血淚教訓
楊惟雯
一、町町單車丁偉的死亡筆記
以下為丁偉對創業家&i黑馬的口述節選—-
2016年8、9月份正是摩拜最火的時候，丁偉爸爸覺得共用單車使用方便，商業價值也挺高。丁偉也覺得挺好，於是就創立了町町單車。
丁偉一開始接觸到共用單車項目的時候，摩拜、ofo各方的官方資料是每天10次左右騎行次數、每次1塊。丁偉當時想著5毛一次、預估每天8次左右騎行次數，每天每輛單車有4塊收入。這樣算下來，僅靠單車的使用費用只要一年半就能全部回本。
町町單車的車身設計是丁偉主導的，丁偉之前是玩跑車的，町町單車的漆用的都是保時捷上的那種漆，輪胎都是實心胎。因此，造價除了摩拜沒人比他更貴，丁偉前期投入了大概2000多萬元，全是他父母公司出的。
丁偉是首家南京共用單車企業，但很快摩拜和ofo就進來了。
丁偉根本沒辦法跟摩拜這種有大資本的主抗衡，他們一個月能鋪十萬輛，而丁偉總共才鋪了一萬輛。摩拜、ofo的車出門就能看到，町町單車出門還得再找找。丁偉怎麼跟別人打？！
丁偉也去談過融資，但大的風投基本上都投摩拜和ofo了，不會再投其他單車公司了。丁偉只能找一些小的公司談投資，最後還是沒談下來。
就因為缺錢，這個事兒沒成。丁偉覺得特別可惜和不甘心。
不過丁偉一點都不愧疚，因為丁偉沒有偷懶。每一次組裝車、鋪車丁偉都親自上。晚上鋪車到凌晨五點，白天還去開關於規範停車會議、交通部各種會議……還得談融資和商業合作。
如今，公司倒閉、家庭破產、女友分手，丁偉現在除了一身債務和一條狗，已一無所有，而自己即將北漂打工。已經沒有人可以救他了，他只能靠自己。
二、創業榜上的累累屍骨
大陸共用單車項目歷經了一年多爆發式增長後，即開始猛然刹車，淪為死亡重災區。死亡“症狀”大體類似：融資難。未來，資本博擊已變得更加現實，靠講情懷和故事就能拿到錢的時代已經遠去……。
創業者們迎來的是“錢多、人精、慢熱”的理性時代，其主要特點表現為：大錢開始越來越集中地湧入優質項目。這對於絕大部分創業者而言，意味著能不能活下去，是以後都要面對的問題。
誠如移動直播2016年百花齊放，2017年儼然已是一片殘敗景象。
曾估值5億的光圈直播因融資不利在2017年2月17日倒閉；夜魅社區直播因為涉黃被北京政府責令關停。
又如在教育領域，昔日的明星專案——
鋼琴培訓機構“星空琴行”，在燒完四輪融資後，一夜關閉了全國近60家營業門店。
曾月入1.4億的留學品牌“小馬過河”，最終落得變賣資產、破產清算的地步。
值得注意的是，即便巨頭養的“兒子”也難活。例如出生於1999年、堅持了18年的搜狐社區，2017年4月20日也正式關停。又如網易一元奪寶專案因模式爭議，於2017年315前夕夭折。
三、再來三個血淚教訓
據創業家&i黑馬盤點了2017年的創業死亡榜，其中，你能看到的項目的創始人，在啟動之時大多飽含熱忱，死亡來臨前一刻也曾奮力爭取生機。但很遺憾，它們還是出現在了今天的榜單中。血淋淋的教訓，是他們燒掉的財富。
以下選取三個典型敗局項目，盤點其失敗的原因及教訓。
1、悟空單車
倒閉時間：2017年6月13日
創始人反思：“對於小公司而言，共用單車行業很殘酷，頭部集中效應太嚴重，資金集中，資源集中，比如供應鏈資源、媒體資源。
摩拜和ofo等形成了巨大黑洞，後起的單車品牌成長空間並不大，只能做一些小城市。然而，如果做不大，你也就沒有存在的意義。”
教訓：
第一、不要盲目追風口；
第二、項目一定要能盈利；
第三、要有相應基因。比如做共用單車，要有供應鏈的人加入，各個環節都自己做，問題非常大；
第四、小公司還是適合小切口，形成獨特價值。
2、共用汽車EZZY
倒閉時間：2017年10月23日
創始人反思：“EZZY失敗的根本的原因是沒有做好成本管理。我認為自己是一個比較優秀的產品經理，但同時是一個非常糟糕的運營經理，始終無法回避我個人的能力缺陷問題。
為了做出（我們認為的）最理想的產品、提供最好的使用者體驗，我們支付了高昂的成本。為達到最理想的運營狀態，真正實現隨意免費停放，投入大量的人力、物力，不停地調配車輛；為避免使用者因停車費用問題減少使用頻率，我們承擔了所有的停車費。
如果當初在面臨抉擇時，我們選擇不斷縮減成本而非持續補貼用戶，那麼我們可能會活得更久，也許還能等到柳暗花明的一天。”
教訓：
第一、及時補齊短板；
第二、不要盲目補貼，自尋死路；
第三、創業不能理想主義。
3、小馬過河
倒閉時間：2017年3月3日
創始人反思：“我們最早想的是，用便宜的產品最大限度地獲客，然後轉化出高消費用戶。但結果是獲客不錯，轉化幾乎沒有。同時，我們每月十幾萬的收入，無法負擔五六百名員工的工資支出。買貴的人一開始就會選擇貴的，買便宜的人永遠都不會買貴的。這就是我們的教訓。”
教訓：
第一、切忌盲目擴張，注重精細化運營；
第二、重規模輕品質違背教育本質。
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