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MakerLab创客实验室  ›  学习系统  ›  创客建议  ›  给创客的十条建议

#1 Make a profit.要有利润。

By Andy at 3 年前


Make a profit.
要有利润。

You would think this would go without saying, but one of the first mistakes Makers, well, make when they start to sell their product is not charging enough. It’s easy to see why, for all sorts of reasons.
如果不提及,或许你不会认为,大部分创客都会犯的一个错误就是他们没有给自己的产品确定一个合理的价格。原因很简单:因为所有的原因。

They want the product to be popular and the lower the price the more it will sell. They’re generous and they don’t feel right charging more than is absolutely necessary. Maybe they even feel that if the product was created with community volunteer help it would be immoral to charge more than it costs.
他们想让自己的产品收到欢迎,降低产品可以提高销售量。他们非常慷慨,并且对高价卖产品感觉不好。或许他们感觉到自己的产品是跟很多社区的无偿贡献者一起做的,如果收高价格是不道德的事情。

Understandable, but wrong. You’ve got to charge a reasonable profit, and the reason is simply because it’s the only way to build a sustainable business.
非常容易理解,但是这样想是错误的。你需要得到一份合理的利润,原因很简单,因为这是你唯一让你的生意可以维持的前提。

Consider what happens if you make 100 units of your delightful laser-cut handcrank toy drummer kit. You do the math, and between the wood, the laser cutting, the hardware, the box and the instructions, it costs you $20 to make each one. You pack the kits in your spare time, price them at $25 just to cover any costs you may have missed, and start selling.
假如你做了100套你设计的非常棒的激光切割的玩具套件。你计算了一下,包括木材、激光切割、硬件、盒子及使用教程会花费你20美元每套。你用业余时间打包套件,给这个套件定25美元来给自己的付出一点回报,开始销售。

Since it’s a fun kit and pretty cheap, it sells quickly. You suddenly realize that you’ve got to do it all again, this time in a batch of 1,000. Rather than putting up a couple thousand dollars to buy the materials, you’ve got to put up a couple tens of thousand dollars. Instead of packing the kits in your spare time, you’ve got to hire someone to do it. You need to rent space to store all the boxes, and you’ve got to make daily trips to FedEx.
因为这个套件很棒并且便宜,销售速度非常快。你突然认识到你需要重新做一批,并且这一批是1000套。你现在需要投入数万美元来购置材料而不是之前的数千美元。相对应之前的利用业余时间打包套件,你现在需要专门雇人来做。你需要租赁场地来存放这些盒子,你会经常跑到快递(FedEx)那里去。

Now your hobby is starting to feel like a real job. Even worse, the popularity of your kit has come to the attention of some big online retailers, and they’re asking about buying in batches of 100, with a volume wholesale discount.
现在你的爱好感觉起来更像是真正的工作了。更糟的是,因为套件的火热,引起了几个大的网上经销商的注意,他们要以100套的批量拿货,但是需要有经销商优惠。

You’re thrilled that your kit is so popular and flattered that these retailers, who can reach many more people than your own website, want to sell it. But since you’re still selling it yourself at $25, that’s the market price and the retailers typically can’t sell it for more (if manufacturers undercut their retail partners, that’s called “channel conflict” and typically leads to trouble).
你十分震惊套件如此火爆,并且被经销商愿意卖你的产品而受宠若惊,他们的网站比你的客户要多很多。但是你自己卖的价格是25美元,并且那就是市场价了,别的经销商已经没办法卖了(如果生产商比经销商卖更低的价格,被称为“渠道冲突”,往往会导致问题的出现)。

The retailers ask for a lower price because they need to make their own profit on each one, usually around 50%. So they need to buy them at no more than $17 each. Now you’ve got to sell each one at a loss! Your costs, which were once within the limits of hobby spending, are now at risk of driving you into debt.
经销商要求更低的价格,因为他们也需要有利润,通常为50%。所以他们需要以17美元的价格购买。现在你每卖一件都是亏钱了。你的付出原本只是兴趣支出,现在却有让你负债的危险。

Thus the rule of 2.3x. You should price your product at at least 2.3 times its cost to allow for at least one 50% margin for you and another 50% margin for your retailer (1.5 x 1.5 = 2.25).
因为2.3倍定律。你需要给你的产品定最小2.3倍与原成本,其中50%为你的利润,另一个50%是你的经销商的(1.5X1.5=2.25)。

That first 50% margin for you is really mostly covering the hidden costs of doing business at scale that you hadn’t thought of when you first started, from the employees that you didn’t think you’d have to hire to the insurance you didn’t think you’d need to take out and the customer support and returns you never expected. And the 50% margin for the third-party retailers is just the way retail works.
第一个50%的提价对你来说可以抵消一些你没有考虑过的批量生产隐藏的花费,比如员工、会计、客户支持等。另外的50%给第三方的经销商,经销商都是这样做的。

(Actually most companies base their model on a 60% margin, which would lead to a 2.6x multiplier, but I’m applying a bit of a discount to capture that initial Maker altruism.)
(事实上,大部分公司都是60%是提价,这会产生2.6倍的乘积,但是我考虑了一点优惠,可以获得第一批客户。)

So your $20 kit should have been priced at $46, not $25. It may feel steep to you now, but if you don’t get the price right at the start, you won’t be able to keep making them, and everyone loses. It’s the difference between a hobby and a real business.
所以你的20美元套件应该卖46美元,而不是25美元。这或许会让你感觉不舒服,但如果你一开始不把价格定正确,你将不能持续的做这个产品,所有人都没有好处。爱好和真实的生意是有区别的。

教程最后更新于:5 个月前