传媒兔从无到有，经历了很多坎坷曲折，很多都是头破血流撞出来的经验，在这里交流一下，同时，灵兔传媒也希望得到大家的点拨、支持。  

有人说，一个创业者得到风险投资的几率如同一个晴天下站在游泳池里被闪电击中。这种比喻仍然过于乐观。你可能无法筹集到任何资金。那么你是否应该放弃呢？当然不！成功的关键仍然是白手起家。下面是一些白手起家的艺术：

1、 注意现金流而不是赢利性。理论上讲，利润是生存的关键。问题是，理论是不能用来付帐单的。所以请把重点放在现金流上。你的业务应该具备这些特点：必需的资金少，销售周期要短，付款期要短。这意味着你要放弃那些需要12个月来生产、发货和收帐的大单。 

2、自底向上的预测。很多创业者进行自底向下的预测：“美国有1亿5千万辆车。就算在第一年里只有1％的汽车装了我们的卫星收音系统，那也有150套系统。”而自底向上的预测是：第一年我们能够开设10个安装点，每个安装点平均每天安装10套系统的话，第一年的销售量将是10个安装点×10套/天/安装点×240天＝24000套。两者相去甚远。你觉得那一个更容易实现呢？ 

3、先发货，再测试。有人说：“怎么能够发送那些并不完美的货品呢？”等等，“完美”是“足够好”的敌人。当你的产品或服务足够好时，应该尽快提交给客户以获取现金的流入。花费更多的时间并不能报纸完美性，只会产生更多不需要的功能。发货后，你也能了解到客户需要你真正解决什么问题。当然，这需要你在信誉和现金流中做一个折中；你当然不能向客户发送一堆垃圾，但也不能等待你的产品变得完美无瑕。注意：那些同生命科学有关的公司，请忽略这一条建议。 

　　4、忘掉所谓“令人信服”的团队。大多数人把这种团队定义为一群在过去十年里为超级大公司工作的人群。这些人习惯了某种特定的生活方式，但决不是白手起家的生活方式。你该招聘用那些年轻、便宜、渴望工作的人，那些上手快但并不一定有全面经验的人，把他们培养成优秀的雇员。当你实现了可观的现金流后，再聘用那些资深的管理者。 

　　5、从服务做起。假如你的想法是最终成立一软件公司，让人们花钱买你的软件，在完成你的软件之前，你还可以提供基于你的中期产品的咨询服务等。这样做有两个好处：立即的收入和真正的客户测试。一旦你的软件经受住了各种各样的测试和考验，你就可以把公司转为产品型了。 

6、注重功能而不是形式。白手起家者买东西时应该考虑到DD椅子就是用来让你的屁股坐在上面的，它并不需要看上去属于哪个现代艺术的博物馆。 

7、有选择的战斗。不要在所有的战线上开战，因为你承担不起。如果你要建设一个靠广告收入的网站，难道你真的需要自己写客户广告发布软件吗？ 

8、雇用尽可能少的员工。许多创业者为可能发生的最好的情况而储备雇员。但事实上，白手起家者应雇用尽可能少的员工，因为任何糟糕的情况都可能发生。 

9、直销。在你和你的客户之间不要有第三方存在。的确，商店提供了接触消费者的途径，批发商们提供了货品分发的途径。但是上帝发明了电子商务，从而你可以直销你的商品并实现更高的边际利润。上帝的聪明之处还在于，通过直销，你能够了解更多的客户需求。商店和批发商们是用来满足需求的，他们并不创造需求。如果你能够创造足够的需求，你稍后总能找到其他的组织来满足它；如果你不能创造足够的需求，那么所谓世界范围内的分发渠道对你而言毫无意义。 

10、用业界的领先者来作比。没有钱来从头叙说你的故事吗？没关系。丰田这样推销凌志：花一半的钱，买梅赛德斯的品质。想想看，这能为他们节约多少广告费？ 

白手起家者们每天都忙于知道真相DD这个兔子洞到底有多深？一个简单的计算公式是：现金总数除以烧钱的速度。只要你还有钱，你就没有出局。

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