What's at the heart of exponential growth? How to drive the product to realize it?

Spirit Beast Mountain Viewpoint: Exponential growth is what products dream of, and its essence is a kind of fissile growth, so many people understand that is not only the Internet products and service-oriented products, can achieve exponential growth? But in fact traditional and even offline models can also be applied. However to achieve exponential growth need to have some core conditions, such as quality products and strong demand, as well as the ability to fission and have the ability to leverage resources.

First, the product is polished and has the ability to replicate the premise

Mention of exponential and fission, the first thought is that the product can be replicated, only with this basic ability as a prerequisite, exponential growth can be realized. Reproducible is not simply a standardized process control, but also includes a product moat advantage and market competition, etc. From the internal and external point of view, this time the product is polished and relatively mature.

For example, the chain industry, only in the brand and standardized operation for a period of time, and has a self-owned stores, while achieving profitability, the chain of products have to join the conditions. At this time, the chain product or model has been polished and molded, can be replicated on the basis of also have , only need to get through the marketing to join the partner.

Exponential growth is a chain climb, in which any one link has a problem can not be completed . If the product, which is the subject of growth, is not good enough, the users, who are the other basis of growth, will not buy it. When neither the product nor the demand is stable, any growth is uncertain. It can be seen that there is no reproducible premise, talk about exponential growth is just a delusion.

Second, the light mode fission ability and the use of resource leverage is the core

Nowadays, social business in-depth retail every aspect of the purchase and community group purchase, live and short video, marketing incentives for users, etc., the essence is to let the user benefit from the benefit of the purpose is to achieve more levels of fission. Fission to be fast, you need to have a unique selling point or asset-light model.

For example, a book club or a training product that has no marginal cost on the Internet is very suitable for efficient fission.

Light mode application scenarios are suitable for fission and dissemination, as well as marketing and channel stages. But even the Internet products need to operate in the end, such as APP and website need interactive operation, otherwise the product to land also has difficulty and may fail. Heavy marketing expansion, light operation and maintenance and failure cases abound, such as OYO hotel shrinkage is therefore.

No one product can independently do the whole market, competitors are bound to be a lot, but there are good partners can be done through the market, and create better operation and maintenance, which requires resources to leverage to pry. The product can be replicated on the ability to have the product leverage, training products are divided into cooperation and operation, we have found the team leverage. The acquisition and operation of these resource levers, as well as the light mode fission capability, is the core of the ability to exponentially grow.

Third, through the different matching of channel capabilities to promote the realization of the product

Regardless of online and offline, there are different combinations and ways of cooperation in business cooperation. Suppliers provide merchandise and promotional support to convenience stores, medical devices provide services to hospitals and clinics, and so on, but obviously it's almost impossible to achieve exponential growth if that's all there is to the partnership, and resources need to be found and matched.

For example, a chain of 50 children's playground brands, playground expansion has been very slow in the past few years, but their own original children's amusement products this moat, this series of products with a light mode of fission capability. Children's amusement brands can find partners, such as shareholding or partnership store, their own investment in more but the equity share can be less, but to use their own children's amusement products.

Fourth, reflections and concluding remarks

Whether it is a product or model, there is no hope that the exponential growth, but mastered fission growth and resource leverage of these two core can not necessarily be reached. Because the front of the product potential and replicable foundation is not there, the exponential growth as a goal is a disastrous choice, and even break through the bottom line of business ethics.

Relatively speaking, Internet products have more exponential growth of the gene, because it is a light model, social fission is also a self-contained property. On the contrary, offline, to achieve exponential growth, it is necessary to light and heavy models, resources and capabilities to be stripped and division of labor, which requires innovative business models, the development of executable strategies to achieve.