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。
微信 
留言列表（165条）
Keep on working, great job!
The other day, while I was at work, my sister stole my iPad and tested to see if it can survive a twenty five foot drop, just so she can be a youtube sensation. My iPad is now broken and she has 83 views. I know this is completely off topic but I had to share it with someone!
I’ve been exploring for a little bit for any high-quality articles or blog posts in this kind of area . Exploring in Yahoo I finally stumbled upon this site. Reading this info So i’m satisfied to exhibit that I have a very just right uncanny feeling I came upon exactly what I needed. I so much no doubt will make certain to don?t put out of your mind this web site and give it a look on a continuing basis.
I used to be recommended this blog via my cousin. I am not positive whether this publish is written by way of him as no one else recognise such unique approximately my problem. You are amazing! Thank you!
Marvelous, what a website it is! This webpage provides helpful data to us, keep it up.
Very quickly this website will be famous among all blogging users, due to it’s good articles or reviews
Hi there! I just wanted to ask if you ever have any trouble with hackers? My last blog (wordpress) was hacked and I ended up losing a few months of hard work due to no backup. Do you have any solutions to prevent hackers?
Whats up are using WordPress for your blog platform? I’m new to the blog world but I’m trying to get started and create my own. Do you need any coding knowledge to make your own blog? Any help would be greatly appreciated!
The other day, while I was at work, my sister stole my iphone and tested to see if it can survive a twenty five foot drop, just so she can be a youtube sensation. My iPad is now broken and she has 83 views. I know this is completely off topic but I had to share it with someone!
Simply wish to say your article is as surprising. The clearness in your publish is simply spectacular and i can assume you are knowledgeable in this subject. Well together with your permission allow me to clutch your RSS feed to stay up to date with coming near near post. Thank you one million and please continue the gratifying work.
Excellent, what a website it is! This website provides useful information to us, keep it up.
It’s a shame you don’t have a donate button! I’d most certainly donate to this fantastic blog! I suppose for now i’ll settle for book-marking and adding your RSS feed to my Google account. I look forward to fresh updates and will talk about this site with my Facebook group. Chat soon!
Awesome! Its in fact awesome piece of writing, I have got much clear idea about from this piece of writing.
Hello there! This is my first visit to your blog! We are a group of volunteers and starting a new initiative in a community in the same niche. Your blog provided us valuable information to work on. You have done a outstanding job!
Hi to every one, it’s actually a nice for me to visit this web site, it consists of important Information.
whoah this blog is magnificent i love reading your articles. Stay up the good work! You realize, a lot of people are searching around for this info, you can help them greatly.
Do you have a spam issue on this website; I also am a blogger, and I was wanting to know your situation; many of us have created some nice methods and we are looking to swap solutions with other folks, why not shoot me an e-mail if interested.
Great delivery. Great arguments. Keep up the amazing effort.
Why viewers still use to read news papers when in this technological world everything is accessible on net?
Nice blog here! Also your site lots up fast! What host are you the use of? Can I am getting your associate link on your host? I desire my site loaded up as fast as yours lol
Hi there! I just wanted to ask if you ever have any trouble with hackers? My last blog (wordpress) was hacked and I ended up losing months of hard work due to no backup. Do you have any solutions to protect against hackers?
I’m now not sure where you are getting your info, however good topic. I needs to spend a while learning more or working out more. Thank you for wonderful information I used to be looking for this information for my mission.
Excellent blog here! Also your website loads up fast! What host are you using? Can I get your affiliate link to your host? I wish my site loaded up as fast as yours lol
Nice post. I used to be checking continuously this blog and I am inspired! Very useful information particularly the ultimate phase 🙂 I care for such info a lot. I used to be seeking this particular info for a long timelong time. Thank you and good luck.
Heya i’m for the first time here. I came across this board and I find It truly useful & it helped me out a lot. I hope to give something back and help others like you helped me.
Terrific article! This is the type of information that are supposed to be shared around the internet. Disgrace on the seek engines for now not positioning this post upper! Come on over and talk over with my site . Thank you =)
Today, I went to the beachfront with my kids. I found a sea shell and gave it to my 4 year old daughter and said “You can hear the ocean if you put this to your ear.” She put the shell to her ear and screamed. There was a hermit crab inside and it pinched her ear. She never wants to go back! LoL I know this is entirely off topic but I had to tell someone!
Whoa! This blog looks exactly like my old one! It’s on a completely different topic but it has pretty much the same layout and design. Great choice of colors!
I always used to read post in news papers but now as I am a user of internet thus from now I am using net for articles, thanks to web.
It’s awesome to visit this web site and reading the views of all mates about this article, while I am also eager of getting experience.
My coder is trying to persuade me to move to .net from PHP. I have always disliked the idea because of the expenses. But he’s tryiong none the less. I’ve been using Movable-type on several websites for about a year and am anxious about switching to another platform. I have heard fantastic things about blogengine.net. Is there a way I can transfer all my wordpress content into it? Any kind of help would be really appreciated!
Quality posts is the secret to be a focus for the people to visit the site, that’s what this website is providing.
Hey there! I just wanted to ask if you ever have any trouble with hackers? My last blog (wordpress) was hacked and I ended up losing a few months of hard work due to no data backup. Do you have any solutions to protect against hackers?
You’re so cool! I don’t suppose I have read something like this before. So great to find someone with some original thoughts on this issue. Really.. thanks for starting this up. This website is something that’s needed on the web, someone with a little originality!
My spouse and I stumbled over here from a different website and thought I might check things out. I like what I see so now i am following you. Look forward to checking out your web page again.
This website was… how do I say it? Relevant!! Finally I have found something that helped me. Cheers!
Hi, this weekend is pleasant in favor of me, as this time i am reading this impressive informative post here at my home.
This piece of writing will help the internet people for creating new webpage or even a blog from start to end.
Pretty great post. I simply stumbled upon your blog and wanted to mention that I have really enjoyed browsing your blog posts. In any case I’ll be subscribing in your feed and I am hoping you write again soon!
You really make it seem so easy with your presentation but I find this topic to be really something which I think I would never understand. It seems too complicated and very broad for me. I am looking forward for your next post, I will try to get the hang of it!
Hiya! Quick question that’s entirely off topic. Do you know how to make your site mobile friendly? My website looks weird when viewing from my iphone 4. I’m trying to find a theme or plugin that might be able to correct this problem. If you have any suggestions, please share. Thanks!
I enjoy what you guys are up too. Such clever work and coverage! Keep up the fantastic works guys I’ve incorporated you guys to my personal blogroll.
I loved as much as you will receive carried out right here. The sketch is tasteful, your authored subject matter stylish. nonetheless, you command get bought an edginess over that you wish be delivering the following. unwell unquestionably come further formerly again since exactly the same nearly a lot often inside case you shield this increase.
What i do not realize is in fact how you’re now not really a lot more well-liked than you may be right now. You are so intelligent. You know therefore significantly on the subject of this topic, produced me personally consider it from so many numerous angles. Its like men and women don’t seem to be interested until it’s something to accomplish with Lady gaga! Your own stuffs great. Always maintain it up!
Hey there, You have performed a great job. I will definitely digg it and for my part recommend to my friends. I am sure they will be benefited from this site.
As the admin of this web site is working, no uncertainty very soon it will be well-known, due to its quality contents.
It’s enormous that you are getting ideas from this post as well as from our argument made at this place.
Usually I do not read article on blogs, however I wish to say that this write-up very pressured me to try and do so! Your writing taste has been amazed me. Thank you, quite great article.
Link exchange is nothing else except it is only placing the other person’s website link on your page at proper place and other person will also do same for you.
Unquestionably believe that which you stated. Your favorite justification appeared to be on the internet the simplest thing to be aware of. I say to you, I definitely get irked while people consider worries that they plainly do not know about. You managed to hit the nail upon the top and also defined out the whole thing without having side effect , people can take a signal. Will likely be back to get more. Thanks