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איך הקורונה פתחה לי את הראש והצילה לי את העסק - חזית לדלג לתוכן אתר חזית » כלכלה וכספים » איך הקורונה פתחה לי את הראש והצילה לי את העסק
מאות בעלי עסקים הצליחו במקום שחבריהם קרסו עם מגבלות הקורונה, בזכות החלטה משמעותית אחת – מעבר למסחר דיגיטלי. תומר גבזה (יועץ עסקי-אסטרטגי ובעל בית תוכנה) סוקר את הצעדים שיוציאו אתכם מהבוץ, עוד לפני הסגר הבא.
בעוד רוב העסקים חווים טלטלה כואבת, ישנם אלו שהקורונה עשתה להם טוב, ולא סתם טוב, היא שינתה להם את פני העסק בזכות צמיחה טכנולוגית לתוך העולם החדש. חנויות, מטפלים, חקלאים, פאבים ומסעדנים מתארים את המעבר כלא פחות מקרש הצלה משנה חיים.
תומר גבזה. קרדיט: תומר גבזה לראיון עם תומר גבזה הגעתי מסוקרן – מסחר דיגיטלי נתפס אצלי כחנות אונליין בסגנון איביי או אמזון. מה לזה ולעסקים בזמן קורונה? הספקנות התפוגגה כבר בדקות הראשונות. שילוב מומחיותיו כיועץ עסקי-אסטרטגי ובעלים של בית תוכנה משדר מקצועיות יסודית וראייה עסקית רחבה, ועם נסיון של שני עשורים, ביזמות עסקית וכמרצה במכללות, יש לו תובנות לשתף.
ההבדל בין עסקים שנסגרו תוך יום לבין מתחריהם מאותו התחום, שהצליחו דווקא להמריא, טמון לדבריו במהלך אסטרטגי של מעבר למסחר ושירותים דיגיטליים. יצאנו לבדוק על מה הוא מדבר.
איך אתה מסביר את התופעה? תראה, בסופו של דבר, זה הכל עניין של הנגשה. אחוזים גדולים מהחיים שלנו מתנהלים דרך הנייד. אנחנו רוצים הכל כאן ועכשיו, וזמין. קניות בסופר, מרשם לתרופה, תור לדיקור, זה לא משנה מה, אם קיימת האפשרות להזמין מהנייד בכמה קליקים, למה שאצא מהבית, אעמוד בפקקים, אחפש חנייה וכו'…
בעל עסק שחושב הנגשה מבין שהוא נותן שירות טוב יותר, הוא יאפיין ויתאים את העסק שלו למציאות המשתנה ויחפש איך לשפר את חווית הלקוח באמצעים דיגיטלים ולכן מהות השינוי היא קודם כל מהלך אסטרטגי.
ואיך מסחר דיגיטלי קשור לקורונה? זוכר את הסגר הראשון? והשני? קח בעלי פאבים, מספרות, חנויות, שנאלצו לסגור את העסק. קח את איקאה שבדיוק פתחו את הסניף שלהם באזור בית שמש. אתה מדמיין כמה הפסדים יש להם על כל יום של סגר? כשאתה בונה את העסק גם במישור הדיגיטלי, אין לכל המגבלות הפיזיות האלו את אותו המשקל. אתה תמשיך למכור גם עם נעלי בית מהסלון.
רגע, תסביר למישהו כמוני שאין לו רקע טכני, מה זו בעצם חנות דיגיטלית? זו בסך הכל עוד דרך להציג, לקדם ולמכור את המוצרים שלך. חנות דיגיטלית מאפשרת לגולשים לבחור מוצר או שירות, להגדיר כמות לרכישה, לנהל "עגלת קניות" ולבצע תשלום, כשכל התהליך קורה מול המסך ללא צורך בהגעה פיזית של הלקוח אליך. בעולם של היום זה בדיוק מה שהוא רוצה. תן לו את זה.
ואם אין לי חנות פיזית? אם אני מורה פרטי? או חקלאי? שוב, חנות דיגטלית היא לא מטרה בפני עצמה. למעשה, לא כל עסק צריך חנות דיגיטלית. יש עוד המון פתרונות מסחר דיגיטלי שלא עוברים בהכרח דרך חנות. העניין הוא אפיון הנגשה ואם אתה חושב הנגשה, אין כמעט עסק שלא יכול לשפר אותה. אחד הלקוחות הגדולים שלנו הוא מרכז לשיעורי עזר במתימטיקה.
כשהבעלים החליטו לפתח מסלול אונליין, יצרנו עבורם שיעורים מצולמים, מערכת בחינות, הדמיות עזר ומערכת ניהול תלמידים. בזמן הסגר הראשון, הם חוו עלייה של 300% בנרשמים חדשים והחלק היפה הוא שהגדילה בכמות הנרשמים לא חייבה אותם להקצות עוד כיתות לימוד, מרצים, מחשבים וכד'. הם פשוט גדלו פי 3 מבלי להגדיל את ההוצאות.
מה תמליץ למטפלת שיאצו שמוכרת שירות במגע אישי? זה לא שונה בהרבה. בוא נחשוב, מה היא יכולה להנגיש ללקוחות שלה שייעשה להם חיים קלים? מערכת לקביעת תורים? ידע מקצועי (כתבות ומאמרים רלוונטיים), הודעות תזכורת יום לפני תור שנקבע? מעקב על תשלומים? אם נצלול לעומק נמצא שבכל עסק ובכל תחום ניתן ליישם תהליכים אוטומטיים שחוסכים מהבעלים התעסקות ומהצד השני משפרים את חווית השירות. כדי למקסם את התהליך, צריך לנתח את העסק לעומק ולכתוב אפיון דרישות מסודר עוד לפני שלבי הפיתוח עצמו.
אתה חוזר שוב ושוב על המושג 'אפיון', למה זה כל כך חשוב? בגלל שאין שני עסקים זהים. ואפילו באותו עסק, לשני שותפים יהיו דיעות שונות ותפיסה שונה של הצרכים והעיצוב. תהליך הקמת האתר/חנות הוא דינמי ועשוי לגרור שינויים, מה שקרוי "פיתוח תוך כדי תנועה" וזו בעצם הסכנה הגדולה לכיסו של בעל העסק.
תבין, כל מפתח אתרים יתמחר את העבודה לפי הערכת שעות שהפרוייקט דורש ולכן סטייה מהתכנית המקורית תגרור תוספות חיובים ועיכובים בלוחות זמנים. מנסיון של הקמת מאות אתרים וחנויות, ניתן לומר בוודאות שיותר יעיל, מהיר וזול להגדיר כמה שיותר מראש ולעבוד לפי תכנון מסודר. החסכון יגיע לאלפי שקלים בשלבי הפיתוח, שלא לדבר על תסכול ופערים בציפיות.
אז איך מאפיינים והאם זה משהו שאני יכול לעשות לבד? את הצרכים הכלליים שלך רק אתה יודע ולכן, כן, מומלץ שתכין רשימה של הנקודות החשובות לך ביותר. אחרי שהכנת, הייתי ממליץ ליצור קשר עם בית תוכנה מנוסה שידע לשאול את השאלות הנכונות, להתריע על בעיות עוד לפני שהן קורות ולנסח אפיון סופר מדוייק שכולל את הכל כולל הכל.
אם לגורם המאפיין יש גם נסיון רלוונטי בעולם העסקים, הרווחת בגדול – האפיון הטכני/פוקציונאלי ייקח בחשבון את המודל העסקי, אפשרויות פיתוח עתידיות והצעות למקסם רווחים.
אז מאיפה בכלל מתחילים? איך אני משלב מסחר דיגיטלי בעסק שלי? אני מעדיף להתקשר אליך ושתסגור לי את כל הפינות. בכיף, אנחנו אוהבים להיות מעורבים עוד בשלבי התכנון ולשמחתי, לאורך השנים, הצלחנו לחסוך ללקוחות אלפי שקלים על ידי ניתוח האפשרויות שהכי נכונות לעסק שלהם, כתיבת אפיון מדוייק וליווי ממש יד ביד משלב הרעיון ועד להשקה.
כדאי לבקש לראות דוגמאות? בוודאי, אבל חשוב לא לתת לדוגמאות משקל יתר. לא פעם מגיע לקוח שמבקש חנות דיגיטלית "בדיוק כמו בדוגמה הזו…" אבל כדאי לזכור שהלקוח רואה רק את הצד החיצוני-עיצובי של הדוגמה, ולא את יכולות המערכת מאחורי הקלעים. בנוסף, ייתכן שבניתי מערכת מדהימה ומקצועית ברמה הטכנית-פונקציונאלית, אבל ללקוח יש טעם עיצובי מזעזע. מה תפיק מדוגמה כזו? על מה היא תעיד?
תכל'ס, כמה זה עולה? המחיר תלוי כמובן במורכבות הפרוייקט, ויכול לנוע בין אלפי שקלים בודדים ועד לכמה עשרות אלפים. עסקים וחברות קטנות בדרך כלל לא יידרשו להוציא יותר מ-10,000 ₪ כדי להשלים הכל כולל הכל, אבל שוב, אין כל אפשרות אחראית לזרוק מחיר לפני שרואים אפיון ועיצוב.
מה שכן, תוכל לקבל המון הצעות מחיר זולות מאוד מבוני אתרים מתחילים או כאלו שאין בידם מספיק נסיון ויכולת להתמודד עם כל המורכבויות שבדרך. מזה הייתי נזהר, כי תיקונים לעבודה גרועה תמיד יעלו יותר מהקמה מסודרת ע"י חברה מקצועית.
מה חשוב לי לבדוק לפני בחירת איש מקצוע? לפני הכל, אתה צריך להיות משוכנע שכל הצרכים והבקשות המיוחדות שלך הובנו במלואן. לא כמעט ולא בערך. אל תתבייש לשאול שאלות הבהרה שיוכיחו לך שהאדם מולך מבין בדיוק מה אתה צריך. בקש ממנו הצעות לפתרונות עבור סוגיות מעורפלות, חפש את החשיבה היצירתית שלו במתן פתרונות.
שיחה של 20-30 דקות תיתן לך תחושת בטן ראשונית גם לגבי מידת הסובלנות וההתאמה האישית ביניכם. כשתחושת הבטן שלך נוחה, תוכל לבקש דוגמאות, המלצות, וכו'. חשוב לזכור שתהליך פיתוח עשוי להיות ממושך וידרוש כימיה בין הצדדים.
האם נכון לעסק קטן עם קשיי תזרים להשקיע בהקמת חנות דיגיטלית? חד משמעית כן! העולם הולך לשם בין אם נרצה ובין אם לא. שוב, עניין ההנגשה. תן ללקוחות שלך שירות זמין, איכותי ופשוט ולא תהיה להם סיבה לרצות משהו אחר. שיקול נוסף הוא החשיפה: נכון, זה אולי לא רלוונטי למורה פרטי לשחייה, אבל אם העסק שלך לא מוגבל גיאוגרפית, תוכל, באמצעות קידום נכון, להגדיל את טווח המכירות שלך לעשרות אלפי לקוחות ללא קשר למיקום.
נשמע מדהים, מה השלב הבא? להגדיר לעצמך באופן כללי מה בדיוק אתה צריך ואז למצוא את הגוף / חברה שתלווה אותך לאורך הפרוייקט. אם הליווי שבחרת מקצועי ואמין, הוא ידע להוביל אותך בדרך הקצרה והנכונה ביותר דרך כל השלבים עד לקו הסיום.
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