Ngaba uyayazi iindlela zokuthengisa? Kwinqaku elilandelayo siza kukwazisa ngesi sihloko kwaye sichaze yonke into okufuneka uyazi. Ungalahlekelwa lithuba!
Iindlela zokuThengisa
Kwihlabathi lanamhlanje, iinkampani ziya zitsala nzima ekupapasheni imveliso yazo ngeyona ndlela isebenzayo. Iinzame eziveliswa ziinkampani azipheleli nje ekwenzeni imveliso yazo "ibukeke ilungile" kodwa ibe nefuthe elikhulu kuwe.
Las iindlela zokuthengisa isetyenziswa ziinkampani ukusuka ekuthatheni isigqibo ngabaphulaphuli ekujoliswe kubo apho imveliso ibhekiswa kumaqonga ahlukeneyo apho iimveliso ezahlukeneyo ziya kukhuthazwa khona. Amaqhinga okuthengisa amisela inyathelo ngalinye ekufuneka lithathwe ngexesha lephulo lentengiso.
Ziziphi izicwangciso zentengiso?
Izicwangciso zentengiso zizo zonke ezo zikhokelo okanye izigqibo ekufuneka zenziwe ekuthengisweni kwemveliso ukuze ikwazi ukugqama emarikeni ngaphezu kwabo bonke okhuphisana nabo. Ezi zicwangciso zihlala zicwangciswe kakhulu kwaye azisebenzi ngendlela efanayo kuzo zonke iinkampani.
Iinkampani zihlala zinemveliso ezininzi, imveliso nganye inabaphulaphuli ekujoliswe kubo, kwaye indlela imveliso ethengiswa ngayo kwabo baphulaphuli yahlukile kunabo nabaphi na abanye abaphulaphuli. Ngoku, xa sele ibekwe kubaphulaphuli ekujoliswe kubo, kukho iindlela ezininzi zokuthengisa imveliso efanayo.
Nangona kunjalo, njengoko besitshilo kwinqaku elidlulileyo, iinkampani ezineemveliso ezininzi kufuneka zigqibe ukuba yeyiphi kuzo enenzuzo ngakumbi kwaye inokuthengiswa. Intengiso ifuna ukuvelisa isikhokelo apho iiprojekthi kunye neemveliso zinokubekwa phambili ukufezekisa iinjongo zorhwebo zenkampani.
Ke ngoko, xa sithetha ngezicwangciso zokuthengisa, asibhekiseli kuthotho lwamanyathelo acwangcisiweyo okanye iresiphi engummangaliso. Izicwangciso zentengiso zibandakanya inkqubo ende nentsonkothileyo evavanya yonke inkalo ebandakanya ukuthengiswa kwemveliso kwiimarike.
Ukuba ufuna ulwazi oluthe kratya malunga nezicwangciso zentengiso, siyakumema ukuba ubukele le vidiyo ilandelayo:
Ukubaluleka kobuchule bokuthengisa
Ubuchule bokuthengisa bumisela eyona ndlela ilungileyo onokuthi uyithathe ekulandeleni iinjongo zoshishino zenkampani. Ngala maqhinga, imiba emininzi yokubonisa, amajelo, kunye neemveliso zivavanywa ukwenza isigqibo ngeyona ndlela isebenzayo yokuzibeka kwindawo yokuthengisa.
Khawufane ucinge ukuba ukwindawo A kwaye ufuna ukubamba inqwelomoya ngokukhawuleza ukuya kwindawo B. Nangona kunjalo, endaweni yokuba luhambo olulula oluthe ngqo luphela luyi-odyssey kwezinye iindlela ezinokuthi (okanye zingabi) ukufikelela kwindawo B, Le umzekelo ubonisa ngokuchanekileyo imfuno yeendlela zokuthengisa kwiinkampani.
Inqaku A linqaku apho inkampani ikwinyani yayo, ngelixa inqaku B liyinjongo inkampani efuna ukuyifumana; udinga isicwangciso ukusuka ku-A ukuya ku-B. Iinqwelomoya ezininzi zizama ukuya entanjeni kuqala, iinkampani ezininzi ziyasokola ukuya phambili.
Ngaphandle kwesicwangciso esilingeneyo, inqwelomoya inokuthatha indlela engalunganga, nto leyo eya kuthetha ilahleko yezinto ezixabisekileyo ezifana nexesha nemali, kunye nokuba ngaphaya kwendawo ekuqalela kuyo. Iindlela zokuthengisa ziba yimephu ekhokelela inqwelomoya kwindawo eya kuyo kwaye, ndiyabulela kuyo, uhambo ludla ngokuba nolungelelwaniso olufanelekileyo noluchanekileyo oluthathwayo ukufikelela usukelo.
Iziphumo zokuthatha iindlela zokuthengisa
Ukwenza inkqubo epheleleyo yokukhetha indlela yokuthengisa kunye nokuyisebenzisa kunokuvelisa inzuzo enkulu kwinkampani. Ukuqala ngokugcinwa kunye nokukhula kwenkampani, ngaphezu kokunyusa ukuthengisa kunye nokugcina ixesha elide.
Ngakolunye uhlangothi, ngokusebenzisa izicwangciso ezifanelekileyo, inkampani kunye nemveliso iya kukwazi ukuma ngaphezu kokhuphiswano, ngaphezu kokuqala ukwakha uphawu kwiingqondo zabathengi. Ngokufanayo, ukulandela indlela ebekwe zizicwangciso zokuthengisa kuphembelela ngokufanelekileyo ukwaneliseka kweemfuno zabathengi kunye nokulindela.
Iindlela zokuthengisa zinceda ukwenza unxibelelwano olunamandla phakathi kwe-brand kunye nabathengi. Njengoko uphawu lwakhiwe ezingqondweni zabantu, uhlalutyo olungena kubuchule luya kucacisa ukuba abathengi bakho abafanelekileyo bafuna ntoni.
Iindlela zokuthengisa zenzelwe ukusondeza inkampani kwiinjongo zayo ngendlela esebenzayo. Ke ngoko, ngokuthatha isicwangciso sokusebenza esifanelekileyo, inkampani iya kuba kufutshane ekuhlangabezaneni neenjongo zayo njengoko ikhula kwaye ikhula kwimarike.
Amanyathelo okuqulunqa iindlela zokuthengisa
Ukuqulunqa ubuchule bokuthengisa kukho amanyathelo amaninzi, izinto ezininzi zokuvavanya, yinkqubo enzima. Nangona kunjalo, kukho amanyathelo ama-4 ayimfuneko ukuze wenze isicwangciso esinokuthi silungelelaniswe kwimeko yakho ethile.
Inyathelo 1- Ukuxilongwa kunye nohlalutyo
Eyokuqala kwaye ibaluleke kakhulu kubo bonke kukwenza ukuxilongwa, oko kukuthi, kuyimfuneko ukuvavanya nokuhlalutya zombini izinto zangaphakathi nangaphandle zenkampani. Yonke into eyenzekayo ngaphakathi nangaphandle kwinkampani ichaphazela ukuthengiswa kwe-brand kwaye, ngoko ke, ichaphazela isicwangciso esiyimfuneko sokuphucula iziphumo kunye nokufezekisa iinjongo.
Ekubeni kuyimfuneko ukuhlalutya kwangaphambili, kuya kufuneka ukuba kuthathelwe ingqalelo ngokukodwa imiba efana namandla kunye nobuthathaka, ngaphezu kweengxabano ezinokubakho kwinkampani. Oku kuthetha ukuvavanya eyona miba ibalaseleyo yangaphakathi yenkampani ngokuchanekileyo kuba iimveliso ezithengiswa phesheya ziphuma ngaphakathi.
Nje ukuba imiba yangaphakathi yenkampani ivavanyiwe, lixesha lokubeka iglasi yokukhulisa kwaye uhlalutye imiba yangaphandle. Ukusuka kwiimveliso zokhuphiswano ukuya kubaphulaphuli ojolise kubo, le miba iyimfuneko ukumisela izicwangciso zokuqaqambisa imveliso kwimarike.
Olu xilongo luya kukunika ulwazi oluyimfuneko malunga nenyani yakho, equka imiba engaphakathi exhaphazayo, okanye ephuculweyo ngelixa ibonisa amathuba kunye nezoyikiso ezingaphandle. Injongo yokuxilongwa kukuqala ngesiseko esiqinileyo semeko, ukwazi kuqala umhlaba apho inkampani ihamba khona, ukuphelisa naziphi na iingcamango.
Inyathelo lesi-2 – IsiZukulwana seNjongo
Isinyathelo esilandelayo sokuthatha kukudala iinjongo zokuphumeza ngephulo lokuthengisa okanye iprojekthi. Njengoko kukhankanyiwe ngokubaluleka kwezicwangciso, zisebenza njengemephu ekuthatha ukusuka kwindawo A yenyani yakho ukuya kwindawo B, imeko efanelekileyo.
Nangona kunjalo, ngaphambi kokudala imephu kuyimfuneko ukwazi ukuba yeyiphi indawo B ofuna ukuyifikelela. Iinjongo zisebenza njengesikhokelo apho umsebenzi wezicwangciso zokuthengisa uya kujoliswa kuwo.
Kuyimfuneko ukunciphisa ukuba akunakwenzeka ukuseta nayiphi na injongo ukuze ibe yindawo efanelekileyo apho inkampani ifuna ukufikelela kuyo. Iinjongo akufuneki zibe yiminqweno okanye iinjongo zenkampani kuphela, ezinokuguqulela kwiinjongo ezingahambiyo ngokwesazisi senkampani, okanye ezinokuthi ziphele zingafikeleleki.
Iinjongo zobuchule
Indlela yeenjongo kufuneka iqhutywe ngendlela ekrelekrele, ngocwangco kunye nenkqubo kuba isisiqwenga esibalulekileyo. Ngoko ke, kunokuba luncedo kakhulu ukuthatha i-acronym ngesiNgesi SMART (Intelligent) ukunceda ukuvelisa isikhokelo esikhokela indlela yeenjongo ezisebenzayo.
S – Ngokukhethekileyo
Iinjongo kufuneka zicace kwaye zichaneke ngokwemigqaliselo yentshukumo ezibandakanya yona. Oku kuthetha, ke ngoko, ukuphepha ukusetyenziswa kwamagama angaqondakaliyo kumagama anje “Ukwazi izinto ezithandwa ngabathengi”, yile nto ithetha ukuba ngqo.
M – Inokumetwa
Ukuzalisekiswa kweenjongo kufuneka kubonise uphawu olunokulinganiswa kunye nokuqinisekiswa ngoluhlu lwezalathi ezinokuthi zihlaziywe xa iprojekthi yokuthengisa igqityiwe. Ukwenza oku kunceda ukuveza ngokucacileyo ukuba iinjongo ziphunyeziwe na okanye hayi.
A – Kuyafezekiswa
Iinjongo kufuneka zibe yinyani, ngokusekelwe kwinyani yenkampani kwaye, ke, ifezeke. Iinjongo ezibekwe kwiinjongo zivame ukubonisa iziphumo ezingenakwenzeka ezifana "Nokwandisa ukuthengisa nge-150%", iinjongo kufuneka zigxininiswe kwizinto eziyinyani zenkampani.
R – Efanelekileyo
Iinjongo kufuneka zijolise ekuzalisekiseni isazisi senkampani. Kubalulekile ukuba ezi njongo zihambelane nomsebenzi kunye nombono wenkampani, ngale ndlela iya kugqitywa.
T – Ngexesha
Iinjongo azikwazi ukuba nexesha elingapheliyo, kufuneka zibe nomhla ojoliswe kuwo apho zingadibana khona. Kungqiniwe ukuba, kwiimeko ezininzi, iinjongo ezingenalo ixesha lokugqibela azifikelelwa.
Ngokucacileyo, ngoku unokujonga kumzekelo wenjongo ye-SMART eyenziweyo: Ukwandisa ukuthengiswa kwemveliso "X" nge-25% ngokubhekiselele kwixesha elidlulileyo kwixesha leenyanga ezili-9.
Le njongo ithe ngqo, njengoko ibonisa kanye into ekufuneka yenziwe kwaye yintoni eza kuphunyezwa, inomlinganiselo kuba ibeka isalathisi esiqinisekisiweyo sokuzalisekiswa kwenjongo. Kwelinye icala, ayibonisi siphumo esikhulu, kodwa igxile kubunyani benkampani, ikwathathela ingqalelo ubuni bayo kwaye, ekugqibeleni, ibeka umhla wokugqibela ekufuneka ilungile le njongo.
Akunjalo ukuvelisa isicwangciso xa injongo kukudala ibhondi kunye nomxhasi, kunokuvelisa isicwangciso xa injongo kukunyusa ukuthengisa. Uxilongo lutsala inqaku A, iinjongo zoba inqaku B.
Inyathelo lesi-3 – Ukwakhiwa kwesicwangciso
Emva kokuba imeko yokwenyani yenkampani icacile kwaye iinjongo zibekwe ngokuchanekileyo, lixesha lokuyila indlela yokufezekisa ezi njongo, oko kukuthi, lixesha lokudala imephu yendlela. Ngeli xesha lixesha lokudala amaqhinga afanelekileyo ukufezekisa iinjongo zentengiso ezicetywayo.
Inyathelo lesi-4 – Misela inkqubela phambili
Nje ukuba onke amanyathelo angaphambili agqitywe, lixesha lokuqalisa ukubeka imida okanye iinjongo ezincinci ukulinganisa inkqubela phambili yeenjongo. Ngala manqaku kunokwenzeka ukujonga isantya apho isiphumo seprojekthi siphuhlayo, nokuba sibi okanye silungile.
Kubalulekile ukujonga rhoqo inkqubela phambili yeenjongo zeprojekthi yokuthengisa. Ngokusebenzisa olu lawulo rhoqo kunokwenzeka ukubeka iliso kwinkqubela phambili okanye ukulibaziseka okufunyenweyo kwaye, ngenxa yoko, ukwenza izigqibo ezifanelekileyo ukulungisa okanye ukukhuthaza iinkqubo.
Iintlobo zeendlela zokuthengisa
Kukho iintlobo ezininzi zeendlela zokuthengisa ezinokuthi zisetyenziswe kwiiprojekthi kwaye apha siza kuphonononga ezinye zezinto ezininzi onokuzisebenzisa ukufezekisa iinjongo zentengiso. Ukusetyenziswa kwendlela enye okanye ezininzi zokuthengisa kubonisiwe ngenxa yezikhokelo ezichazwe ngaphambili kunye nomthamo wenkampani.
izicwangciso zokubeka uphawu
Esi sicwangciso-qhinga sokuthengisa sifuna ukufikelela kwindawo efanelekileyo yophawu ngenjongo ephambili yokuba lukhetho lokuqala lwabathengi kwimarike. Kule nto, kuyimfuneko ukuqwalasela imiba efana neemfuno zabathengi, uphando lwemarike, ukuqatshelwa kwabathengi okanye umlinganiselo wexabiso kwiimarike.
izicwangciso zokwahlulahlula
Ngalesi sicwangciso sokuthengisa kunokwenzeka ukuba ukhethe okanye, njengoko igama layo libonisa, ukwahlula, imarike ekuza kugxilwa kuyo. Kolu lwahlulo sinokufumana iindidi ezi-3: Zinkulu, zihluke kwaye zigxininise.
Ukuthengisa ngobuninzi, iinkampani zizama ukufikelela kubathengi abaninzi kangangoko kunokwenzeka kwimarike, engakhuthazwa kakhulu. Ngakolunye uhlangothi, ukuthengisa okwahlukileyo kuzama ukwenza into efanayo, kodwa ngeendlela ezahlukeneyo kwiqela ngalinye labantu (ulutsha, abantu abadala).
Okokugqibela, ukuthengisa okugxininisiweyo kufuna kuphela ukugxila kwicandelo lemarike, kwaye yalathise iinzame zophawu kuyo ngendlela egxininisekileyo. Esi samva sesinye sezona zicwangciso zingcono ezinokusetyenziswa ngamashishini amancinci.
izicwangciso zepotifoliyo
Ngesi sicwangciso, kujongwe ukumisela ukuba zeziphi na kwiimveliso okanye iinkonzo ezibonelelwayo ezinokuthi zisebenzele inkampani. Inkampani inokuba neemveliso ezininzi, kodwa oko akuthethi ukuba zonke zithengiswa ngendlela efanayo.
Imveliso ingaba notyalo-mali olukhulu, kodwa inzuzo encinci kakhulu, ngoko ke, esi sicwangciso sisebenza ukubeka phambili kwikhathalogu yeemveliso kunye neenkonzo ezinikezelwa abo basebenza ngaphezu kwabo bangasebenziyo.
isicwangciso sentengiso yedijithali
Ngokuthengisa umxholo, sisebenzisa awona maqonga e-intanethi adumileyo, afana neenethiwekhi zentlalo, ukuqalisa ukuzalisa ngolwazi kunye nokukhuthaza uphawu okanye imveliso enikezelwayo.
Imifanekiso kunye neevidiyo ezifakwe kumaqonga e-intanethi kunye neesayithi ezifana nemidiya yoluntu nazo zinokuba yindlela enhle yokuthumela ulwazi malunga ne-brand. Ubuninzi kunye nokufikelela kwihlabathi jikelele kwi-intanethi kwenza esi sicwangciso sibe yinzuzo enkulu ukufikelela kubaphulaphuli abancinci nabadala.
Isicwangciso sokuthengisa sabantu-kuya-abantu
Ngesi sicwangciso-qhinga sokuthengisa, sifuna ukwandisa umgangatho weenkonzo kunye neemveliso kangangoko. Ukusuka kwinkonzo yabathengi, izibonelelo okanye imveliso enikezelwayo, inxalenye nganye yenkqubo yokuthengisa inika umgangatho ophezulu.
Oku kwenziwa ngenjongo yokugcina umthengi onwabile njengomthengi wophawu ngenkonzo elungileyo. Isicwangciso sokunyaniseka senzelwe ukuthintela abathengi ukuba bafudukele kukhuphiswano.
Ngokufanayo, ngokugcina unxibelelwano rhoqo kunye nabathengi ngokusebenzisa intanethi zentlalo, okanye ukwenza ukukhushulwa rhoqo kunye nezaphulelo, ubudlelwane obuhle bufezekiswa.
Oku kunokukhokelela ekubeni abathengi bakho babe ngowona mthombo wonyuselo, oko kukuthi, abathengi bakho ngabo abazisa kwaye bacebise uphawu lwakho kwabanye abantu. Zonke iinkampani zifuna ukufumana esi siphumo, nangona kunjalo, kunokwenzeka kuphela ngomgangatho, inkonzo kunye nonyango olusondeleyo.
ISicwangciso sokuThengisa isiqulatho
Ukuthengiswa komxholo kukwajolise ekukhuthazeni ngolwazi olukwi-intanethi, njengesicwangciso sokuthengisa sedijithali, kodwa sijoliswe ngendlela eyahlukileyo. Isicwangciso sokuthengisa umxholo siquka ukukhuthaza imveliso okanye iinkonzo ngokubulela ekudalweni kwamanqaku kwiiblogi kunye nokubhala amasayithi, ngendlela efanayo, anceda ukukhuthaza imveliso.
Kulo hlobo lwesicwangciso, ukudalwa kwe-infographics ejoliswe kula mablogi kunokuba yinto efanelekileyo yokusasaza ulwazi. Ngesi sicwangciso sokuthengisa, amanqaku anxulumene neendlela, iimveliso, iindaba okanye iimpawu zeemveliso okanye iinkonzo zihlala zipapashwa.
Ukuba ulithandile eli nqaku malunga neendlela zokuthengisa kwaye unomdla wokwazi enye indlela yokuqalisa ishishini lakho, siyakumema ukuba ufunde eli nqaku lilandelayo: Intlawulo ye-ethereum yasimahla Dibana nempompo yasimahla ukwenza!.