The Director General of the service Callibri Ivan Shkirya on trends in the Russian business environment in the coming years. New technology — the blockchain, cryptocurrencies, ICO, neural networks elements of artificial intelligence, robotics is presented as a promising niche for business. It is not. Around these technologies will appear a few tens (up to hundreds) of technology companies whose work will help millions of businesses to make their own products more effectively. But it is one thing to use a computer at work, and another to create it and produce.
Discussion of “technology for technologys sake” and contrived markets are paying too much of your time. But information about the real possibilities of their application and practical tips for current and future business — is too low. I have tried to outline the trends that are changing Russian business landscape and occupations of most people in the near future. Below also explains how to make a profit, which is enough for a decent life, and how to earn big. There is a basic thing from which I assume.
A large part of the business market that surrounds us works on the synergy of three components: If any component is not, the business of “lame” on both remaining. Now that we are armed with this knowledge, lets look at a real (not cryptocurrency) trends that are changing business reality, through the prism of these three elements. Creating interesting for an audience has never been so easy and affordable. Production has always been ruled by competence and capital.
In the days of handicraft played a major role years of training skills. And in the era of industrialization such factor was the money. Before the industrial revolution for the production of simple table was required the week of the masters. However, he spent half his life preparing for this, and the tools inherited. In the end, the conditional cost $200 and was done within two weeks.
After the industrial revolution people had the choice. Spend two weeks and $200 for a handmade table or buy manufactured at the factory for $20. It was not until the late 20th century. What now?. Each of us, even the most inept can buy in the shop tool, view the instructions online and make a table for a couple of hours.
You dont even have to buy the tool, and to work in the productive coworking. And here is the thing ready. Hand-made from intuitive materials, and history, as they say, “soul, Kratovo, from the heart”. Thus its price is the same conditional $200. But for fifteen hundred years, the price of the factory table has increased from $20 to $200.
Now the choice is not so obvious. To pay $200 for punching IKEA or crafty table. And this applies not only to tables. Small-scale production, the technology of casting in silicone, frameworks, libraries, 3D printers, hydroponics, sewing and knitting machines, food processors. And the blockchain, robots, neural networks and artificial intelligence elements.
All these technologies have given us a new reality in which the creation of almost any product requires a minimum of expertise and cost. In most cases, for creating 95% of the things we consume (from jeans to lattes) enough Internet connection and the amount of several tens or hundreds of thousands of rubles. Thats why more and more people are starting to do something of their own. This is not a business, or rather, not he.
A new round of Handicrafts at the dawn of which we are. Im not talking about officially registered as entrepreneurs and their number is just shrinking, even if we look at Rosstat data for 2016. Artisans, I think everyone who produces a product in small batches (often their own). For the most part they do not become legal entities, so their activities relate to the so-called “garage economy”.
But I wouldnt define them only on this basis. Not registered, because the conditions didnt stop (the thunder struck, but the clouds converge). The distinguishing feature of these people is that they are looking for a way to fulfill your potential, to produce and sell the product that they like. And try to make it to a decent life.
In Russia, more than 35 million of these artisans. The size of the “garage economy” is estimated at a quarter of Russias GDP is 600 billion rubles. Develops one of them trending technologies. No, theyre indifferent to them. But they use products that have emerged on the trends of past years.
SaaS accounting, CRM-systems, co-working spaces, cloud technology, marketplaces, 3D printers and other tools. But such technologies only tens and thousands of companies. Even in the last ten years marketing has significantly complicated. This is one reason why the factory went up ten times. Channels of communication became much more, and their number continues to grow.
Phone, email, chat rooms, instant messengers, social networks, forums, as well as direct, inverse and online calls. None of these methods killed the old. And business has to offer, otherwise the client will go to whoever has more of these technologies. The number of advertising channels from several items has increased to several thousand and continues to grow. The coverage of channels depends directly on the effectiveness of each of them.
Marketing costs have become one of the main expenses, and their share is growing. All this forces a careful approach to the efficiency analysis, and given the abundance of communication channels is a difficult task. Customers have ceased to be loyal, they learned to choose, they like to be mean, make fun of your weaknesses and punish you with negative feedback. Fortunately, the law on consumer protection allows a lot. There are many other factors.
The monopolization of some industries, the increase in administrative units, attempts to hold and so on. All this makes marketing one of the core competencies of the business. Its not easy to buy. Too high rate of change and depth of industry differences. We know nothing about true customer service.
We looked at the service in the cinema and on holidays, has created such illusion, and demand reciprocity. But in reality, it turns out the cargo cult planes with the bamboo. We came out of trequattrini queues in front of empty stalls, and saleswomen at the barred stalls. Still the owner may offer the client the “go to talk” if he was unhappy with the product. It turns out that the production becomes easier, and customer service and marketing become more complicated.
Thousands are born Instagram-shops that are doing amazing things, but not advertised, and those rare clients who find them themselves, they are deterred by rudeness, insults and a wall of misunderstanding. Close these artisans complaints. “Advertising doesnt work, high taxes, support the competitors — the villains, the clients are fools.”. Its much easier — customers should be loved, not to represent love. Marketing have to deal with all the free time, no matter how cool the product is or was.
But it is difficult. And marketing, and customer service require much more cash and labor investment than the creation of the product. The average entrepreneur is neither one nor the other is not even assumed. Effective marketing you can start to build in budgets from half a million rubles per month (million rubles for Moscow), but for some microbusinesses that is unattainable under any conditions. By 2027, the market will be:
Forget about the prospects of billion-dollar business, it is difficult and unlikely, its easier to play the lottery. Become a craftsman — honorable, interesting and pleasant, all the cards on the table — technology, Economics and market. About a businessman who produces end boards or brews coffee, people reading more interesting than talking about developers blockchain or another CRM system. 21 century is the century of craftsmanship and artisans — folk heroes.
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