Sun Taoran's entrepreneurial history

Sun Taoran, a successful cross-border serial entrepreneur, founded and co-founded enterprises in different fields six times in 20 years. Every time he starts his own business, he is surprisingly honest, and every enterprise is among the best in the sub-sectors. Six clothes, "Entrepreneurial Veteran who is eager for passion" has a clear goal. If you want to do it, you will be the industry leader. Today, he is skilled in the financial services industry. In his view, making money is just a simple matter.

First knife test

Sun Taoran has been the "king of children" since childhood. Not only did he get good grades, but also the "bad" children in the class responded to him. And the appeal of this "king of children" has evolved into extraordinary leadership in the future.

From 65438 to 0987, Sun Taoran was admitted to the Department of Economic Management of Peking University Institute of Economics with the fourth place in Jilin Province, and studied under Professor Li Yining. Four years in Peking University opened his eyes, and he longed for a broader world.

However, when he graduated, he was assigned back to a construction company in Jilin. He thinks this distribution is more like "dispatching". On the day he reported to the company, he left his job without pay.

After returning to Beijing, he joined Sida Group under the Ministry of Civil Affairs as an ordinary employee. 1At the end of 992, Sida Advertising Company was established, which provided a stage for Sun Taoran to display his talents. Two years later, he was promoted to general manager.

1995, the news came that Beijing Youth Daily was going to hold a special computer issue, and Sun Taoran's first reaction was to withdraw it. Many friends thought he was crazy, because computers were still a new thing at that time, and most computer companies chose to put advertisements in professional media. However, Sun Taoran believes that computers will enter the homes of ordinary people, and it will be inevitable for manufacturers to put advertisements in the mass media.

1995 February, Beijing Youth Daily? Since the publication of Computer Times Weekly, Sun Taoran started his first venture. He hopes to tell people everything about computers in a language and way that people can understand.

The ideal is full, but the reality is very skinny. From February to July, Sun Taoran visited almost all IT companies, but the amount of newspaper advertisements was almost zero.

In "Fight to the Death", he took out the company's remaining hundreds of thousands of funds, carefully planned and held the largest and highest-standard "customer media meeting" at that time, in order to promote IT vendors' recognition of mass media.

This move really worked. After more than a month, a large number of IT companies came to you one after another. Later, there were even advertising spaces throughout the year, which were sold out at the beginning of the year.

When Sun Taoran became the general manager of Sida Advertising Company, the company's book was only 30,000 yuan, and the company's profit in1100,000 yuan in 1995,11996 reached more than 8 million yuan, and11997 exceeded the 10 million yuan mark.

The weather is fine, prepare for the bad weather.

"No matter how old you are, you should leave your spare capacity", which is an important part of Sun Taoran's entrepreneurial methodology. When Computer Times Weekly was in full swing and the whole company was optimistic, he began to plan ahead and look for new projects.

At that time, the IT industry developed rapidly, and a large number of public relations companies mushroomed. 1996, Sun Taoran also founded a public relations company-Blue Cursor, trying to start a second venture.

Unlike many "mom-and-pop shops" in the same industry, Sun Taoran shared the equity equally with the other four founders from the beginning. The balance effect produced by this ownership structure has supported the sustainable development of Blue Cursor for more than ten years.

Sun Taoran has also innovated the charging mode, which is different from the charging mode of European and American public relations companies in terms of time. The blue cursor adopts the "result-oriented" charging mode, and no money is collected if you don't win.

Sun Taoran entrepreneurial experience blue cursor Lacarra entrepreneurial story

At first, Blue Cursor's customers were mainly international companies. In business dealings with them, Blue Cursor has gradually established a complete knowledge management system and bound a large number of stable domestic customers.

In 2008, the sales of Blue Cursor exceeded RMB 300 million, and it was invested by Chen Da Venture Capital of RMB 40 million. 20 10, the blue cursor landed on the growth enterprise market, becoming the first stock in the domestic public relations industry.

During the operation of Blue Cursor, Sun Taoran invested and founded Life Express, the earliest DM magazine in China. Today, Life Express is the largest direct magazine publisher in China, with branches in Beijing, Shanghai and Guangzhou.

market strategy

1998, invited by Zhang, president of Sida Group, to be the vice president of Henderson Land. The core product of Henderson Ye Wei is business communication, which will be very popular in the future.

Sun Taoran, who is good at marketing, took over and developed the "4P (product, price, channel and promotion) theory" in marketing to the extreme.

In terms of products, BusinessCom used a screen twice as big as competing products, pioneered the "hundred surnames" query method, and realized "one-click search of mobile phones". The recognition rate of its handwriting recognition technology was significantly higher than that of competing products.

In terms of price, Buscom broke the profiteering pricing method of competing products. Although the product configuration and performance have been greatly improved, its price is the same as that of competing products.

In terms of channels, the practice in Sun Taoran is that one city only gives one agent, and sales outside the agent area are not allowed. In addition, he changed the industry practice that manufacturers deliver goods first and then settle accounts, requiring payment before delivery.

Sun Taoran entrepreneurial experience blue cursor Lacarra entrepreneurial story

In the choice of advertising time, he avoids the prime time when business people are still busy, and chooses "junk time" such as midnight, early morning and afternoon to get the effect that "as long as you turn on the TV at midnight, almost all the stations you sweep are playing business communication advertisements" at an ultra-low price.

In order to express this new thing clearly, he shot an advertisement for 10 minutes, demonstrating every function and usage one by one, and even inserted a two-minute sitcom into the advertisement. ...

After a series of marketing combinations, the business laxatives, which have been listed for only half a year, are well-known in the north and south of the country, winning more than 60% of the market share and creating a marketing miracle. Sun Taoran's name, together with BusinessCom, has become a research case of many famous business schools.

Set foot on the journey again

200 1, Sun Taoran left Henderson land. Two years later, as an angel investor, he invested in the biotechnology project of Yongye Group. In 2009, Yongye International successfully landed on Nasdaq.

During this period, Sun Taoran found that the bottleneck of bill payment in daily life and payment in e-commerce has not been well solved. He realized that if all kinds of payment and repayment services can be made easier, a new business model will be created.

Sun Taoran's sleepy entrepreneurial passion was once again ignited.

In 2005, he came out for the sixth time, and invested 2 million dollars with Lei Jun and Lenovo to set up Lacarra, becoming the earliest tester in the field of third-party payment. He hopes to rely on convenience store payment outlets all over the streets to provide people with services that can be paid conveniently at home.

At the beginning of his business, Lacarra went door-to-door to convenience stores and supermarkets in Beijing and Shanghai, and soon made a breakthrough. In 2008, Lacarra kicked off its March to the whole country and expanded at an average rate of 1,000 to 2,000 new outlets per month.

He who gets the terminal wins the world. 20 1 1 May, after obtaining the business license of the third-party payment enterprise issued by the central bank, Lacarra went around and laid out terminals through three product lines: providing payment and repayment services for convenience stores and supermarkets, providing POS machine collection services for enterprises, and launching the mobile phone card reader "Koala".

At present, Lacarra has nearly 654.38 billion individual users and more than 3 million enterprise users, making it the largest offline electronic payment company in China. From 20 13 to 20 14, Lacarra ranked second in the mobile payment market for two consecutive years, laying a strong e-commerce ground network.

Although Lacarra has not yet made a profit, Sun Taoran is in no hurry. He said, "Now if we don't expand, we can make money immediately, but that's not Lacarra's ideal. Once you have a large number of users and have the basic services that users need, making money is anytime and anywhere. "

Entrepreneurship is the most beautiful way of life.

Some media have commented on Sun Taoran-it is equivalent to climbing to the top of the mountain many times, and each time the route is different. He has crossed many fields because he likes to constantly challenge new difficulties and heights, except for the invitation of friends.

He said that he is willing to spend more than 20 years to participate in the establishment of six enterprises, and then turn it into a platform for others and become a small and beautiful success. But the only thing he can't stand is vulgarity and failure. He can do anything or not, and what he does must be the best.

"I see a good business opportunity, or a good entrepreneur, and I always want to participate. Entrepreneurship is my favorite thing, and I also think that entrepreneurship is the best way of life in peacetime. " Sun Taoran said.

He also organized his entrepreneurial insights into a book called "36 Catch-ups of Entrepreneurship". Different from similar books, it is not to guide an entrepreneur how to succeed, but how to make fewer mistakes.

In the book, Sun Taoran does not advocate entrepreneurship, but talks about the difficulty and difficulty of entrepreneurship in the tone of a person who has experienced entrepreneurship. Even the first catch-up is that not everyone is suitable for starting a business.