The E Myth (Revisited) Michael E. Gerber Hindi Summary And Ebook download (pdf)
---------- About Book ----------
अगर आप अपने बिज़नेस को बढ़ाना चाहते हैं, तो आपको एक टेक्नीशियन , एक बिजनेसमैन और एक मैनेजर के बीच का अंतर पता होना चाहिए. और उसके लिए इस बुक को पढ़ना ज़रूरी है. इस बुक में आप सीखेंगे कि आपको बिज़नेस में काम करने की बजाय बिज़नेस पर काम करना चाहिए. आप ये भी सीखेंगे कि कैसे एक छोटे बिज़नेस को नए सिरे से शुरू करना है और कैसे फ्रैंचाइज़ी मॉडल का उपयोग करके उसे और बढ़ाना है.
ऑथर के बारे में
माइकल ई गर्बर एक दिग्गज बिजनेसमैन हैं. वो माइकल ई गर्बर कंपनी के को -फाउंडर और चेयरमैन हैं, जो बिज़नेस और बिजनेसमैन को इंडस्ट्री की परवाह किए बिना सफल होने में मदद करता है. उन्होंने बिज़नेस स्किल्स पर एक दर्जन से ज़्यादा बुक्स लिखी हैं.
Maximum log jo business start karte hai pehle vo kisi aur ke liye kaam kar rhe hote hai. Ab aap puchenge Kya kaam? Koi bhi Technical kaam. Shayad carpenter, mechanic, hair dresser, typist, doctor, plumber, sales person ya phir ek computer programmer.
Magar aap kuch bhi kar rhe ho tha vo TECHNICAL kaam hi hai . Aur shayad aap usme bhut ache bhi ho gye the. Phir aapke dimaag me khayaal aya . Mein is aadmi ke liye kyu kaam kar rha hu? Jitna ye is business ke bare me jaanta hai utna to mein bhi jaanta hu. Isse acha business to mein chala sakta hu.Aap is idea se itne impress ho gaye ki aapne apna business khol diya. Aur ye business khula sabse badi galat fehmi ke saath.
Aur vo thi KYUNKI MEIN IS BUSINESS KA TECHNICAL KAAM KAR SAKTA HU......ISILIYE MEIN EK AISA BUSINESS BANA SAKTA HU JO VO TECHNICAL KAAM KAR SAKTA HAI.
Ek business ka TECHICAL KAAM aur ek business jo vo technical kaam kar sakta hai bilkul alag alag baate hai. LEKIN AAPKO ISKI SAMAJH NHI THI. Ek hair dresser apna beauty salon ka business start kar deta hai. Ek musician music store khol leta hai. Ek doctor apna clinic khol leta hai. Aap business ka TECHNICAL kaam jaante the aur ye aapka sabse bada vardaan tha. Lekin ab yehi aapka sabse bada shraap hai. Kyunki acha hota ki aap vo technical kaam karna hi nhi jaante jisse aap VO TECHNICAL KAAM KISI AUR SE KARVA LETE AUR EK BUSINESS BANA LETE.
Ab aap sabse bade bevkoof ke liye kaam karne lag jaate hai. Jo ki hai “aap khud”. Ab aapko sirf us business ka technical kaam hi nhi karna hai balki uske saath saath 100 aur kaam karne hai jo aapko aate nhi hai. Businessman, Manager and Technician Ek business me teen logo ki zarurat hoti hai Businessman, Manager aur technician. Businessman vo aadmi hai jo future ko dekhta hai, sapne dekhta hai. Pura business iski soch par tikka hai Ye hamesha sochta rehta hai ki business ko aage badhane ke liye kya karna hai. Ye hamesha sochta rehta hai--
Bina businessman ke koi naya sapna nhi hoga aur bina manager ke koi kaam planning se nhi hoga.Technician.... kaam karta hai. “AGAR TUM THIK KAAM CHAHTE HO TO USE KHUD KARO” Ye ek technician ki soch hai. Technician kehta hai ki sochne se kaam nhi hota use karne se hota hai.Jab tak technician kaam karta hai vo khush hai. Ye jaanta hai ki do kaam ek saath nhi kiye jaa sakte. Isiliye ek kaam karna chahiye aur ye usi kaam me khush rehta hai. Ek businessman future me jeeta hai. Ek manager past me aur technician present mein. Businessman hamesha naya idea implement karna chahta hai ye sochta hai ki kaise business ko improve kiya ja sake.
Lekin ek technician ke liye ye ek problem hai. Jab bhi technician kaam karne lagta hai use beech me roka jaata hai aur naye idea par kaam karne ke liye bola jaata hai.Manager ke liye technician ek problem hai kyunki uske liye technician bas ek badi machine ka chotta sa hissa hai.Ab problem ye hai ki jab aap ek naya business kholte hai to aapme ye teeno personalities hai. Aapke under ka Technician kaam karna chahta hai.
Aapke ander ka businessman ek naya idea dena chahta hai. Aur aapke ander ka manager us idea ko pura karna chahta hai. Aur zaada tar log jo naya business kholte hai unke ander 70% technician hai, 20% Manager aur sirf 10% businsessman. Aur jab bhi aap business kholte hai to vo aapke ander ka technician us business ko chalaane ki koshish karta hai.
Imagine kijiye, Aap apni job chor chuke hai aur aapne apna khud ka business start kar liya hai. Aapko lagta hai ab aap apna business jaise acha lagta hai vaise chalayenge. Aapko apne business me kaam karna hai. Aur kaam to vaise bhi aapko pasand hai.Magar ab aap sirf vo kaam nhi kar rhe ho jo aap karte. Ab aapko uske elava baaki saare kaam bhi karne pad rhe hai.
Ab aapko samaan bhi khareedna hai, bechna bhi hai aur use customer tak bhi phunchana hai. Lekin aap kaam se nhi darte. Aapka to dusra naam hi kaam hai. Aap har roz 10 ghante- 12 ghante kaam karne lagte hai. Customers aapki tareef kar rhe hai. Aap jaise baal koi nhi kaat ta, ya aap jaisa burger koi nhi bnata ya aap jaisa doctor pure shehar mein nhi hai.
Aur aapko ye sab bhut acha lagta hai.Lekin ye sab badalne lagta hai. Aapne apne cutomers ki aadat bigaad di hai. Unhe sirf aap hi pasand hai. Ab aapko complaints aane lagti hai. Aap customers ke liye pehle jaisa burger hi bana pa rhe. Aap thik se apne patients ko dekh nhi paa rhe. Aap ab thik se paper print nhi kar paa rhe.
Ab aap 12 ki jagah 14 ghante kaam karne lag jaate hai. Aap bimaar hone lagte hai. Har waqt ek tension si rehti hai. Aap samajh gaye hai ki ye aisa nhi chal sakta. Jis boss ko aap chorna chahte the vo abhi bhi aapke saath hai. Aur vo BOSS hai aap khud.Aur jab ye sachaai samne aati hai to saare TECHICIAN apne business me taala lagakar chale jaate hai. Aur zaadatar business apne infancy phase bhi paar nhi kar paate.
Technician jab bhi business karta hai to hamesha dekhta hai ki abhi bahaut kaam baaki hai. Use jaise hi koi kaam dikhta hai vo use karne ke liye kood padta hai. Vo ye nhi sochta ki uske business ko ye kaam karna hai naki use. Agar aapko kaam karna itna hi pasand hai to apni job kabhi mat choriye. Kyunki business chalana aur business me kaam karna do alag alag baate hai.
यह बुक किसे पढनी चाहिए
बिज़नेस ओनर्स, जो बिज़नेसमैन बनना चाहते हैं, जो बिजनेसमैन अपना बिज़नेस और बढ़ाना चाहते हैं, कोई भी जिसे लगता है कि बिज़नेस मैनेज करना इजी हैऑथर के बारे में
माइकल ई गर्बर एक दिग्गज बिजनेसमैन हैं. वो माइकल ई गर्बर कंपनी के को -फाउंडर और चेयरमैन हैं, जो बिज़नेस और बिजनेसमैन को इंडस्ट्री की परवाह किए बिना सफल होने में मदद करता है. उन्होंने बिज़नेस स्किल्स पर एक दर्जन से ज़्यादा बुक्स लिखी हैं.
---------- Summary ----------
The E-Myth Revisited
Introduction
Har saal U.S. me 10 lakh se zaada business start kiye jaate hai. Pehle saal ke ant tak isme se 40% business fail ho jaate hai. Aur pehle 5 saal ke andar 80% business yaani 8 lakh business fail ho chuke hote hai. Agar aapne kisi tarah apne business ko pehle 5 saal bacha liya hai to zaada khush hone ki zarurat nhi hai kyuki jo business pehle 5 saal mein bach jaate hai usme se 80% business agle 5 saal me tabah ho jaate hai.Lekin sawal ye hai ki ye saare business fail hote kyu hai? Aise kya cheez hai jo hum apni galtiyo se nhi seekh rhe.? Ghabraiye mat is audio ke end tak aapko pata chal jaayega ki BUSINESS KIYA KAISE JAATA HAI.Part -1:- The E-myth
Kya aap jaante hai ki maximum log jo business karte hai unhe ye hi nhi pata ki business aakhir hota kya hai. Is myth ko samajhe ke liye pehle hum us insaan ko samajhte hai jo business shuru karta hai. Aur hum pehle ye dekhte hai ki vo business se pehle kya kar rha hota hai.Maximum log jo business start karte hai pehle vo kisi aur ke liye kaam kar rhe hote hai. Ab aap puchenge Kya kaam? Koi bhi Technical kaam. Shayad carpenter, mechanic, hair dresser, typist, doctor, plumber, sales person ya phir ek computer programmer.
Magar aap kuch bhi kar rhe ho tha vo TECHNICAL kaam hi hai . Aur shayad aap usme bhut ache bhi ho gye the. Phir aapke dimaag me khayaal aya . Mein is aadmi ke liye kyu kaam kar rha hu? Jitna ye is business ke bare me jaanta hai utna to mein bhi jaanta hu. Isse acha business to mein chala sakta hu.Aap is idea se itne impress ho gaye ki aapne apna business khol diya. Aur ye business khula sabse badi galat fehmi ke saath.
Aur vo thi KYUNKI MEIN IS BUSINESS KA TECHNICAL KAAM KAR SAKTA HU......ISILIYE MEIN EK AISA BUSINESS BANA SAKTA HU JO VO TECHNICAL KAAM KAR SAKTA HAI.
Ek business ka TECHICAL KAAM aur ek business jo vo technical kaam kar sakta hai bilkul alag alag baate hai. LEKIN AAPKO ISKI SAMAJH NHI THI. Ek hair dresser apna beauty salon ka business start kar deta hai. Ek musician music store khol leta hai. Ek doctor apna clinic khol leta hai. Aap business ka TECHNICAL kaam jaante the aur ye aapka sabse bada vardaan tha. Lekin ab yehi aapka sabse bada shraap hai. Kyunki acha hota ki aap vo technical kaam karna hi nhi jaante jisse aap VO TECHNICAL KAAM KISI AUR SE KARVA LETE AUR EK BUSINESS BANA LETE.
Ab aap sabse bade bevkoof ke liye kaam karne lag jaate hai. Jo ki hai “aap khud”. Ab aapko sirf us business ka technical kaam hi nhi karna hai balki uske saath saath 100 aur kaam karne hai jo aapko aate nhi hai. Businessman, Manager and Technician Ek business me teen logo ki zarurat hoti hai Businessman, Manager aur technician. Businessman vo aadmi hai jo future ko dekhta hai, sapne dekhta hai. Pura business iski soch par tikka hai Ye hamesha sochta rehta hai ki business ko aage badhane ke liye kya karna hai. Ye hamesha sochta rehta hai--
---KYA HOGA AGAR ME YE KARU....AUR AGAR ME YE KARU TO KYA HOGA...?
Isse bas apna sapna pura karna hai. Iske liye chahe ise kisi ko daantna pade, hasana pade, chillana pade ya phir vaada karna pade. Iske liye har vo insaan problem hai jo iske sapne ke beech me aa rha hai.Manager ek practical insaan hai. Ye har cheez ko organizee rakhta hai, planning karta hai, business me ek order laata hai. Jaha par businessman nayi cheezo me ek opportunity dekhta hai. Manager usi cheez me problem dekhta hai.Manager vo insaan hai jo ek baar ghar banayega to usi ghar me hamesha rahega. Lekin businessman vo hai jo ek ghar banaate hi naya ghar bnaane ki planning start kar dega.Bina businessman ke koi naya sapna nhi hoga aur bina manager ke koi kaam planning se nhi hoga.Technician.... kaam karta hai. “AGAR TUM THIK KAAM CHAHTE HO TO USE KHUD KARO” Ye ek technician ki soch hai. Technician kehta hai ki sochne se kaam nhi hota use karne se hota hai.Jab tak technician kaam karta hai vo khush hai. Ye jaanta hai ki do kaam ek saath nhi kiye jaa sakte. Isiliye ek kaam karna chahiye aur ye usi kaam me khush rehta hai. Ek businessman future me jeeta hai. Ek manager past me aur technician present mein. Businessman hamesha naya idea implement karna chahta hai ye sochta hai ki kaise business ko improve kiya ja sake.
Lekin ek technician ke liye ye ek problem hai. Jab bhi technician kaam karne lagta hai use beech me roka jaata hai aur naye idea par kaam karne ke liye bola jaata hai.Manager ke liye technician ek problem hai kyunki uske liye technician bas ek badi machine ka chotta sa hissa hai.Ab problem ye hai ki jab aap ek naya business kholte hai to aapme ye teeno personalities hai. Aapke under ka Technician kaam karna chahta hai.
Aapke ander ka businessman ek naya idea dena chahta hai. Aur aapke ander ka manager us idea ko pura karna chahta hai. Aur zaada tar log jo naya business kholte hai unke ander 70% technician hai, 20% Manager aur sirf 10% businsessman. Aur jab bhi aap business kholte hai to vo aapke ander ka technician us business ko chalaane ki koshish karta hai.
Infancy:- The technician’s phase
Zaada tar business isi liye fail hote hai kyunki vo uske MAALIK uske OWNER ki marzi se chalte hai na ki jo BUSINESS KI ZARURAT KE HISAAB SE . Isse pehle ki koi bhi business successful ho vo teen phase se guzarta hai INFANCY, ADOLESCENCE aur MATURITY.Imagine kijiye, Aap apni job chor chuke hai aur aapne apna khud ka business start kar liya hai. Aapko lagta hai ab aap apna business jaise acha lagta hai vaise chalayenge. Aapko apne business me kaam karna hai. Aur kaam to vaise bhi aapko pasand hai.Magar ab aap sirf vo kaam nhi kar rhe ho jo aap karte. Ab aapko uske elava baaki saare kaam bhi karne pad rhe hai.
Ab aapko samaan bhi khareedna hai, bechna bhi hai aur use customer tak bhi phunchana hai. Lekin aap kaam se nhi darte. Aapka to dusra naam hi kaam hai. Aap har roz 10 ghante- 12 ghante kaam karne lagte hai. Customers aapki tareef kar rhe hai. Aap jaise baal koi nhi kaat ta, ya aap jaisa burger koi nhi bnata ya aap jaisa doctor pure shehar mein nhi hai.
Aur aapko ye sab bhut acha lagta hai.Lekin ye sab badalne lagta hai. Aapne apne cutomers ki aadat bigaad di hai. Unhe sirf aap hi pasand hai. Ab aapko complaints aane lagti hai. Aap customers ke liye pehle jaisa burger hi bana pa rhe. Aap thik se apne patients ko dekh nhi paa rhe. Aap ab thik se paper print nhi kar paa rhe.
Ab aap 12 ki jagah 14 ghante kaam karne lag jaate hai. Aap bimaar hone lagte hai. Har waqt ek tension si rehti hai. Aap samajh gaye hai ki ye aisa nhi chal sakta. Jis boss ko aap chorna chahte the vo abhi bhi aapke saath hai. Aur vo BOSS hai aap khud.Aur jab ye sachaai samne aati hai to saare TECHICIAN apne business me taala lagakar chale jaate hai. Aur zaadatar business apne infancy phase bhi paar nhi kar paate.
Technician jab bhi business karta hai to hamesha dekhta hai ki abhi bahaut kaam baaki hai. Use jaise hi koi kaam dikhta hai vo use karne ke liye kood padta hai. Vo ye nhi sochta ki uske business ko ye kaam karna hai naki use. Agar aapko kaam karna itna hi pasand hai to apni job kabhi mat choriye. Kyunki business chalana aur business me kaam karna do alag alag baate hai.
Adolescence:- Getting some help
Jo log ye samajh jaate hai ki unhe madat ki zarurat hai vo infancy stage paar kar lete hai aur business ke ADOLESCENCE stage me aa jaate hai. Ab aapko madat chahiye.LEKIN KISKI MADAT LENGE AAP?????? Obviously jiske paas experience ho.
Aap ek aadmi ko hire karte hai jiska naam hai Vishal. Aur aap use apne business ka sabse boring kaam dete hai.... aur vo hai Book keeping ka. Aapko accounts bnana vaise bhi pasand nhi hai. Kaun in calculations me apna demaag kharaab kare. Aap Vishal ke liye ek table chair ka intazaam karte hai. Uski chair me ek cushion rakhva dete hai. Are use bhaut deer tak kaam jo karna hai. Aur ab aap zindagi me pehli baar ye cheez samajhte hai jo pehle aapko kabhi samajh nhi aayi ki AB AAPKO YE KAAM KARNE KI ZARURAT NHI HAI.Aakhirkar aap free hogaye ho. Aapke ander ka manager jaagta hai aur technician thodi deer ke liye so jaata hai. Aap khush hote ho ki ye kaam to koi aur karega.
Ab aapke business me sudhaar aane lagta hai Vishal sirf aapka accounts hi nhi balki phone bhi sun leta hai. Vo customers se aapke liye orders le rha hai. Bazaar se samaan le aata hai. Packing me aapki madat kar rha hai. Aap ab 15 minute ke bajaaye 30 minute tak lunch kar sakte hai.Aapka business grow kar rha hai aur Vishal ki madat ke liye aapko aur employees chahiye. Aap Vishal ko hi log hire karne ko bol dete hai.Aur Vishal ek naya ladka hire kar leta hai. Ab finally aap Boss ki feeling lete ho. Dono aapka order maan rhe hai.Lekin sab thik nhi hai. Customer aapko phone karta hai aur bolta hai ki aapke employees unse theek se baat nhi kar rhe. Agar aisa hi chalta rha to vo aapko orders dena band kar denge.
Aap unse sorry mangte ho. Aapko bank se phone aata hai aur bataya jaata hai ki is mahine aapne apne bank se zaada paise nikaal liye. Aapko samajh nhi aa rha ye kya ho rha hai. Aap naye ladke ke paas jaate ho aur dekhte ho ki vo galat tareeke se packing kar rha hai. Aap us par chilaate ho “YE KISNE SIKHAYA TUMHE IS TARAH SE PACKING KARNA HATO MEIN KARTA HU”. Customers wapis jaane lagte hai. Aap sochte hai jab mein khud kaam karta tha tab to kabhi bhi aisa nhi hua.”IS SE ACHA HOTA KI MEIN KHUD HI APNE KAAM KO DEKHTA”.Ab aap aur aapki team mil kar bhi kaam theek se pura nhi kar paa rhe.
Aapko mehsoos hota hai ki jitni parvaah aap apne business ki karte hai utna koi bhi nhi kar rha. Aap har cheez me interfere karne lagte hai. Aapke ander ka TECHNICIAN jag jaata hai, aapko lagta hai ki jab aap khud kaam karoge to hi sab theek chalega. Ab dobara aapki raato ki neend kharaab hone lagti hai kyunki aap dobara se har roz 14 ghante tak kaam kar rhe hai. Aur dobara se aap business mode se JOB mode me aa jaate hai.
Maturity
Mature business jaante hai vo vaha kaise phunche jaha vo hai.Aur unhe kya karna padega vaha phunchne ke liye jaha vo jaana chahte hai.MC Donald’s, Disney, Federal express jaisi companies mature isiliye hui hai kyunki vo shurvaat se hi usi tareeke se banayi gayi thi. Jo insaan apne business ko mature company ki tarah kholta hai use bhi infancy aur adolescence stage se guzarna padta hai. Lekin uske kaam karne ka tareeka bilkul hi alag hota hai. Ek baar IBM ke founder Tom Watson se pucha gaya ki aapka business itna successful kyu hai?Ispar Tom ne kaha. Sabse pehla reason to ye hai ki shurvaat se hi mujhe exactly pata tha ki jab meri company successful ho jayegi to vo kaise kaam karegi. Dusra mein apne aap se puchta tha ki agar meri company ko is tareeke se future me kaam karna hai to use abhi kis tarah kaam karna hoga. Aur mein samajh gaya tha ki agar hum abhi se apni company ko ek badi company ki tarah nhi chalayenge to humme kabhi bhi success nhi milegi. Zaada tar log jo business karte hai unhe ye nhi pata hota ki unka business kis tareeke se kaam karega. Unhe sirf ye pata hota hai ki unhe kya kaam karna hai. Ek Technician aur ek businessman kuch in soch ki vajah se ek dusre se alag hai:-
1) Ek businessman puchta hai “KI MERA BUSIESSS KAISE KAAM KAREGA”. Lekin ek technician puchta hai ki “MUJHE KAAM KYA KARNA HAI”.
2) Ek businessman pehle future me jaake sochta hai ki uska business 10 saal baad kaisa lagega aur us sapne ko pura karne ke liye vo abhi business me badlaav laata hai. Lekin ek Technician sochta hai ki use abhi kya karna hai. Aur use future ke bare me kuch nhi pata.
3) Ek businessman business ko ek badi machine ki tarah dekhta hai jiske liye use chote chote tukdo ki zarurat hai. Ek Technician business ko tukdo me sochta hai aur phir sochta hai ki is se kya bana sakta hu.
4) Ek businessman ko apne sapne ko pane ke liye aaj ka din badalna hai. Lekin ek technician ko aaj ke din kaam karke future banana hai.Lekin ab sawaal ye aata hai ki ek successful business banega kaise..? AUR YE HO SAKTA HAI TURN-KEY REVOLUTION SE
Part-2:- The Turn key revolution:- Business ko karne ka naya tareeka.
Sirf turn key revolution hi ek aisa tareeka hai jis se ek chotte se le ke bade business ko manage kiya ja sakta hai.Use grow kiya jaa sakta hai. Par ise samajhne ke liye aapko FRANCHISE model ko samajhna padega. 1952 me 52 saal ka ek salesman jinka naam Ray Kroc tha. Vo California ke ek burger stand me aaya. Aur waha par usne jo mehsus kiya vo pehle kabhi nhi kiya tha. Do bhai Mac aur Jim MacDonald...... burger bna rhe the. Lekin unka burger bnane ka tareeka bilkul alag tha.
Ray ne dekha ki high school ke bache us burger stand me in do bhaiyo ke supervision me kaam kar rhe the. Aur har burger bhaut hi jaldi aur har baar bilkul ek jaisa ban rha tha. Ray ne dekha ki in dono bhaiyo ne burger bannane ke tareeke ko itna aasaan kar diya tha ki is tareeke ko samajh ke koi bhi aisa burger bna sakta tha. Ray Kroc ne Mac aur Jim MacDonald se is tareeke ki Franchise khareed li. Aur 12 saal me Ray ne duniya me sabse zaada bikne waala burger business bna diya. Jo har saal 260 hazaar crore ka business karta hai. Aur jinke 120 desho me 28,000 se zaada restauraunt hai.
Jab aap kisi ko apni company ki franchisee dete hai to aap sirf use apni company ka brand name nhi dete jiski madat se vo apne samaan ko local market me beech sakta hai.Balki Aap use business karne ka ek pura tareeka bhi dete hai. Zaada tar businessman ye sochte hai ki business ki success uski product ki success par depend karti hai. Lekin ek successful businessman jaanta hai ki ek business ki success is baat par depend nhi karti ki vo kya baech rha hai par is baat par karti hai ki VO KAISE BAICH RHA HAI.
Agar aap MacDonald ke business ko dekhe to unhone apne business ko aisa bnaya hai jaise koi ek car ko bnata hai. AUR AAP JAANTE HAI KI CAR KE PURJO KO KABHI BHI BADLA JAA SAKTA HAI. Aur unka main goal tha ki unke business me koi bhi kaam kare magar vo same results dena chahiye. Jaise ki agar aap ek same car kinhi 2 logo ko de do... to bhi vo same tareeke se chalegi. Aur yehi kaaran hai ki MacDonald ka business 28,000 stores me exactly same tareeke se chalta hai. Chahe aap MacDonald ka burger America me khao ya India me. Aapko unke stores, un ki buildings ka paint, waiters ki dress aur burgers ka taste har jagah exactly same hi milega.
The franchise Prototype
Kya aapne kabhi socha hai ki jab hum havaijahaaz me safar karte hai to hume is baat ka dar kyu nhi lagta ki vo beech me khud hi blast ho jayega, ya jis car me hum ja rhe hai uske petrol me aag lag jayegi. Ye isiliye hai kyunki har aeropleane , har car hamesha ek hi tarah se bnaaye jaati hai. Har car ke same model me har ek cheez same tareeke se lagi hai aur isiliye vo har baar theek kaam karti hai. Chahe use bnane me kisi bhi mechanic ki madat kyu na li ho.Business ko franchisee model se chalane ka bhi yehi fayada hai. Kya aap jaante hai ki agar pehle 5 saal me 80% business fail ho jaate hai to usi 5 saal me 75% franchisee business successful ho jaate hai. Isiliye aapko business ek car ki tarah bnana hai jaha par aapne har employee ka, har ek position ka har ek machine ka aur har ek product ka role exactly define kiya ho. Kya aap jaante hai ki agar aap MacDonald ki franchisee khareedne jayenge to vo aapko itni aasaani se nhi milegi. Pehle aapko puri franchisee ka role samajhna padega.
Jaise ki aap franchisee ki safai kaise rakhenge , kitni baar jhaadu lagega, jab customer aayega to aap unse kya bolenge, aap dress kaunsi pehnenge, aap French fries ko kitni time tak tail me daal kar rakhenge aur burger exactly kaise banega.Aapki tean ko MacDonald ki university me in sab ki training leni padegi jisse vo University of Hamburgerology bhi kehte hai. Aur jab aap is tareeke se business karte hai tabhi aap ek perfect business chalayenge. Jo har baar aapko same results la ke dega aur tabhi aap apne business ko aage badha sakte hai ya phir jisse aap future me bech bhi sakte hai.
KYUNKI LOG EK BUSINESS KHAREEDTE HAI JOB NHI.
Apne business par kaam kare na ki uske ander.Aako sabse pehle ye smajhna padega ki aapka business aapki life nhi hai. Jab aap ye samajh jayenge ki aapki zindgi ka maksad apne business ke liye kaam karna nhi hai balki business ka maksad aapke liye kaam karna hai. Tabhi aap apne business par kaam karenge na ki uske ander. Iske liye aapko maan ke chalna padega ki aap bhi ek franchisee business khol rhe hai. Aur uske liye aapko uska prototype tayaar karna hai. Aur jaise hi ye prototype tayaar ho jaayega aapko aise 5000 aur business kholne hai. Yaad rakhiye ki hum aapko pretend karne ke liye bol rhe hai naaki asli me 5000 business kholne ko.
VAISE AAP CHAHE TO KHOL BHI SAKTE HAI.Iske 4 fayede hai:-
1) Aaaka business model aapke customer ko, employee ko , supplier ko same value de sakta hai. Par aap bolenge ye value kya hai. Value vo hai jo aapka customer sochta hai use mila. For example jaise hi customer enter karta hai to use kya bola jaaye?. Value aapke customer ke liye ek surprise gift ho sakta hai. Value ek discount ho sakta hai. Value aapke employee ke liye “THANKS” word ho sakta hai. Value batati hai ki aapka customer aapse khush hai ya nhi.
2) Ye business model aapki madat karega ki aapka business SABSE KAM SKILL VAALE LOGO ki madat se chal sake. Haan aapne theek suna SABSE KAM SKILL VAALE LOG. Kyunki agar aapke business ke liye special skill chahiye to aapko aise 5000 naye business tayar karne mushkil ho jaayenge. Agar aap doctor hai ya advocate hai to aapki minimum skill waali log me advocate aur doctor hi shaamil honge. Aapko hamesha apne se ye puchna hai ki aap apne business ko people dependent ke bajaye system dependent kaise bna sakte hai ? Kyunki agar aisa nhi hua to aapka business aapke employees ke mood se chalega. Agar unka mood acha hua to kaam hoga varna nahi. Aur aap yehi sochte rahenge ki mein apne employees ka mood kaise theek rakhu taaki vo motivated rahe aur kaam karte rhe.
3) Is business model ki vajah se aap apne business ko chalaane ke liye uske operations manual likhenge. In operations manual ki vajah se aapke business me har employee ka kaam likha jaayega. Aur isme itne aasaan steps honge jinki madat se koi bhi low skill worker bhi ise kar sakega.
4) Is business model ki vajah se aap exactly decide kar paayenge ki aapke employees kis tarah ki dress pahenege kaunse color ki dress pahenenge. Research ye prove kar chuki hai ki colors ya shapes aapke business ko bna ya bigaad sakti hai. Kya aap jaante hai ki customers blue dress ke employees se zaada samaan khareedte hai baaki colors ke mukable. Ye sab cheeze aapko tabhi pata chaengi jab aap apne busiess par kaam kar rhe honge aur DATA ko samajh rhe honge ki aapke paas kitne customers aaye unhone kaise react kiya. Agar aap apne business ke ander kaam kar rhe honge to aap ye kabhi bhi achieve nhi kar paayenge.
Part-3:- Building a small business that works.
Business development process
Business ko improve karna ek continuous process hai. Jisme sabse pehla step aata hai Innovation. Kya aapne kabhi socha ki agar aap ye puchne ke bjaaye “NAMASTE, KYA MEIN AAPKI MADAT KAR SAKTA HUN”. Ye puche “NAMASTE KYA AAP PEHLE YAHA PAR AAYE HAI”. Is par ya to aapka customer haan bolega ya naa. Agar vo haa bolte hai to aap bol sakte hai “Good, humne apne puraane customers ke liye ek special offer rakha hua hai. Mein aapko iske bare me bata deta hu”.Agar aapka customer Naa bolta hai to aap keh sakte hai “Good, humne apne naye customers ke liye ek special offer rakha hua hai. Mein aapko iske bare mein bata deta hu”
Ab obviously aapke paas vo special offer hona chahiye. Lekin sochiye ki ye chotte se words aapki jaib me paise dalwa sakte hai. Aap puchenge Kitne...? ye depend karega ki aap kitni energy se ye sab apne customers ko bolte hai.Innovation har business ke dil ki tarah hai. Agar aap apne business me innovation chahte hai to aapko apne se hamesha ek hi sawaal puchna hai. MERA CUSTOMER KYA CHAHTA HAI? Har waqt aapko dekhna hai ki aap apne kaam karne ke tareeke ko kam energy aur paise kharch karke kaise behtar bna sakte ho.
Jaise ki hum aapko bta chuke hai ki research btati hai ki agar aapne blue color ke kapde pehne hai to log aapse zadaa samaan khareedenge. Aur kam samaan khareedenge agar aapne brown kapde pehe hai to. Aisi chotti chotti cheezo ki jaankaari aapke business ko bhaut aage badha sakti hai. LEKIN AAP IN SAB CHOTTE CHEEZO KO TABHI JAAN PAYENGE JAB AAP APNE BUSINESS PAR KAAM KAR RHE HAI USKE ANDER NHI. Lekin ab sawaal ye aata hai ki aapko ye sab pata kaise chalega. To iska jawaab hai QUANTIFICATION.
Aapko apne business me ki gayi har innovation par maths karna hoga gannit karna hoga.
For example aapko kaise pata chalega ki jaise hi koi customer aapki dukaan par aaya. Us se alag tareeke ke shabd bolne par aapki sales 20% increase ho rhi hai. Aap ye tab jaan payenge jab aap is innovation ko ek hafte tak apne business par chalaoge aur phir is baat ki jaankari rakhoge ki..
1) Us hafte kitne log aapki dukaan par aaye jab aapne apne shabdo me badlaav kiya tha.
2) Kitne logo ne aapse samaan liya aur kitne rupaye ka. Aur isko aap compare karoge peechle hafte ki sales se.
3) Kitne log un shabdo me badlaav laane se dobara aapki dukaan par aate hai.
Ye saari jaankaari hi aapko aapke SAWAALO ka javaab de payegi ki kya aapka business us INOVATION se improve bhi hua hai ya nhi.
-Agla step aata hai ki jab aapko pata chal jaata hai ki koi innovation kaam kar rhi hai. To us innovation ko aap apne business me har roz karenge. Agar blue dress kaam kar rhi hai to ise har roz pehno. Agar “NAMASTE KYA AAP YAHA PEHLE AAYE HAI” baaki har dusri cheezo se zaada ache tareeke se kaam karta hai to ise har waqt karo. Kisi bhi cheez ko tabhi badla jaana chahiye jab vo pehle se ache results de rha ho. Your strategic objective Jab tak aapka pura business SIMPLE aur saaf saaf shabdo me ek document me nhi likha jaata tab tak aap confuse rhenge aur koi aapki madat nhi kar paayega. Yeh ek tareeka hai jis se aap apni progress ko naap sakte hai.
Aapke business ka sabse pehla kaam hai aapke liye paise kamana. Aap har saal kitne ka business karna chahte hai, kitna profit kamanna chahte hai tax dene se pehle aur tax dene ke baad. Apne aap se puchiye ki aapko kitne paise chahiye apne sapno ki zindagi jeene ke liye, apne ghar walo ke saath samay guzaarne ke liye.Business sirf ek aur ek hi karan se banaya jaata hai aur vo hai use bechne ke liye. Aapka kaam hai business shuru karna, use uske mukaam tak phunchana aur phir usse bech dena. Shayad aap apne business ko bechna na chahe par kam se kam ye isi mentality ke saath kiya jana chahiye. Agar aap aisa karte hai to agla sawaal aata hai ki kya koi ise khareedega. To iska jawaab hai HAAN LEKIN SIRF TAB JAB YE KAAM KAREGA AUR YE EK BUSINESS HOGA NA KI EK JOB.
Apki organization ki strategy
Har koi apni life ko organize karna chahta hai. Zaada tar companies logo ko organize karna chahti hai naa ki business ke kaamo ko. Aur iski vajah se zaada tar business fail ho jaate hai.Maan lijiye do bhai ek pastry shop ka business kholte hai Eishan aur Siddhant. Ye do bhai ab business partners ban chukke hai. Ye dono ek dusre ka kaam bhi kar lete hai. ARE YE BHAI JO HAI. Jab eishan pastry nhi bna rha hota to siddhant bna leta hai . jab siddhant customer ko nhi dekh pata to eishan dekh leta hai. Shuru me business bhaut ache tareeke se kaam kar rha hai ek nayi machine ki tarah. Dukaan bilkul saaf. Sheeshe chamak rhe hai. Customers ko pastries pasand aa rhi hai.
Monday ko eishan shop khol deta hai. Tuesday ko siddhant. Wednesday ko eishan. aur ye chalta rehta hai. Ab business badhne laga hai. Ye ek naya employee hire karte hai Sandeep.
Sandeep inka bhateeja bhi hai. Ab ye teeno kaam kar rhe hai. jab eishan customer ko nhi dekh pata to sandeep dekh leta hai . jab sandeep safai nhi kar pata to siddhant kar leta hai.jab siddhant pastry nhi bna paata to eishan bna leta hai. Thode dino ke baad ek aur employee hire kiya jaata hai Kuldeep. Ab charo mil kar kaam kar rhe hai. Chaaro safai kar rhe hai, pastry bna rhe hai, customer se baat kar rhe hai, telephone par order le rhe hai aur subha dukaaan khol rhe hai.
Lekin ab pastry ka taste puraane jaisa nhi rha. Customers complaint kar rhe hai. Eishan siddhant ko dekhta hai siddhant sandeep ko dekhta hai aur sandeep kuldeep ko. Dukaan me theek se safaai nhi ho rhi. Dukaan ke sheeshe saaf nhi hai. Ab sabko gussa aa rha hai. LEKIN SAWAAL YE HAI KI GALTI KISKI HAI. KISNE APNA KAAM NHI KIYA.Isme jo eishan aur siddhant ko samajh nhi aaya vo ye hai ki is tarah ke business ka ant aise hi hota hai. Jaha par business logo par nirbhar karta hai na ki systems par. Jaha par positions define nhi hoti, jaha par har position ka kaam define nhi hota aise business kabhi organize nhi hote.
LEKIN AB AAP PUCHENGE KI KYA ISKA SOLUTION HAI??? BILKUL SOLUTION HAI....!!!!! AUR VO HAI ORGAIZATION CHART.organization chart ke liye aap is audio ke saath iski pdf zaroor dekhe..
SHARE HOLDERS
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Eishan aur siddhant ek ORGANIZATION CHART BNAATE HAI jisme sabse upper likha hai. SHAREHOLDERS. Ye dono maante hai ki shareholder business se bahar rahenge aur ye business ke maalik hai. Business me sabse upper aata hai Chief operating officer (COO) jo pure business ko uske target ki taraf le jaayega aur shareholders ko report karega.Chief operating officer ke under aate hai 3 vice president.
1) Vice president marketing. Jiska kaam hai naye customers ko laana. Customers ko satisfy karvaana aur saari reports Chief operating officer ko dena.
2) Dusra hai Vice president operations. Jiska kaam hai customers ko banayee rakhna. Unhe value deliver karna jo promise kiya gaya tha. Unhe acha experience dena aur chief operating ofiicer ko saari information dena.
3) Teesra aata hai vice president finance. Inka kaam hai vice president marketing aur vice president operation ko finance karna. Inse paise lene ki vajah ko likhna, unke results calculate karna aur chief operating officer ko report karna.
In teeno vice president ke paas apna staff hai. Vice president marketing ke paas sales manager aur advertising research manager hai. Vice president operations ke paas production manager, service manager aur facilities manager hai. Jabki Vice president finance ke paas accounts receivable manager hai aur accounts payable manager hai. EISHAN AUR SIDDHANT organization chart bnake ek dusre ko dekh kar KHUSH HOTE HAI. Magar problem hai ki business me yehi 2 hai aur inke naam hi har position me likhe jaayenge. Magar isse pehle ki ye apne naam, in position ke aage likhe,
ye har position ke liye ek contract likhte hai jisme us position ka kaam likha hua hai. Usme ye bhi likha hai ki kaam pura naa hone par kya penatlties hongi. Ab ye dono decide karte hai ki COO kaun banega. Kyunki eishan manage karne me acha hai to vo dono raazi ho jaate hai ki eishan COO yaani chief operating officer banega. Siddhant finance me acha hai isiliye vo uska naam vice president finance me likh lete hai. IS TAREEKE SE UN DONO KA NAAM HAR POSITION PAR LIKHA JAATA HAI. Ab har position ka kaam decided hai.
Ab har position ke liye operating manual bhi likha jaata hai. Jisme us position par kaam kar rhe employee ko kya kya kaam karne hai mention kiya jaata hai. Ab jaise jaise business grow karta hai eishan aur siddhant ek ek karke har position ke liye employee hire karte hai. 5 saal ke baad eishan aur siddhant dekhte hai ki unhone COO yaani chief operating officer ke liye bhi employee hire kar liya hai. Ab vo sirf share holders hai. UNKA BUSINESS UNHE HAR MAHINE PAISE KAMA KE DE RHA HAI. PURA BUSINESS EK PERFECT MACHINE KI TARAH CHAL RHA HAI. Aur aisa isiliye hua hai kyunki vo jaante hai ki har position ka kya kaam hai. Har position ke liye operating manual hai.
Unhe har mahine(month) kis tarah ke results milne chahiye. Agar results me kuch kami aati hai to vo use aasani se theek kar sakte hai kyunki vo har position par kaam kar chuke hai.
ITNA HI NHI AGAR VO CHAHE TO VO AB AISE 5000 AUR BUSINESS KHOL SAKTE HAI. UNHE PATA HAI KI UNKA BUSINESS KAISE CHALTA HAI. IS BUSINESS KA EK EK TUKDA KAISE KAAM KARTA HAI. AUR VO AISA HI KARTE HAI. IS BUSINESS KE JAISE KAYI AISE BUSINESS KHOLTE HAI UNHE FRANCHISEE KE ROOP ME BAAKI LOGO KO BECHTE HAI.
LOG INSE INKA BUSINESS ISILIYE KHAREEDTE HAI KYUNKI YE CHALTA HAI. AGAR VO IS BUSINESS KI FRACHISEE KHAREEDTE HAI TO UNHE PASTRY KI RECIEPE SE LEKE, IS BUSINESS ME KITNE LOG HONE CHAHIYE, UNKA KYA KYA KAAM HAI, VO KAAM KO KAISE KARENGE SAB BATAYA JAAYEGA. YAANI PURA BUSINESS MODEL SAMJHAYA JAYEGA. AUR YE POORA BUSINESS EK NAYI MACHINE KI TARAH CHALEGA.
Apne business ko Manage Kaise Kare
Business ko Manage do tareeke se kiya ja sakta hai logo ki madat se ya systems ki madat se.Agar hum apne business ko logo ki madat se manage karte hai to vo unke mood ke hissab se chalega aur har roz ek jaise nhi chal payega. Isiliye hum apne business ko SYSTEM se manage karenge. Lekin ye system kya hai. Iske liye mein aapko ek story batana chahta hu. Mei 7 ghanto se gaadi chala rha tha aur Apne destination pahunchne se pehle meine socha ki mein ek raat hotel mein ruk jaata hu. Aur meine ek hotel me rukne ka faisala kiya. Jaise hi mein hotel me pahuncha waha ki chamak kuch alag hi thi. Har cheez ek dam saaf,
puri planning se rakhi thi. Pure hotel ko dekhte hi mere face me smile aa gayi. Tabhi receptionist ne mujhe welcome kiya aur 3 minute ke andar mein hotel book karva ke apne room me phunch chukka tha. Mujhe vishvaas nhi ho rha tha ki itni jaldi mein apne room me bhi phunch gaya tha. Room, waha ke tables, , bed sab perfect tha. Jab mein change karke waha se dinner karne ke liye nikla to bahar hi restraunt ke liye ek board laga tha jisme directions di thi. Aur jaise hi mein restaurant ke board ke paas pahuncha waha par zameen me lage sensors ne mere movement pehchaan li aur floor me lights jal gayi.
Aur vo dheeme lights restaurant tak jali hui thi jisse mujhe raasta pata chal gaya. Restaurant me pahunchte hi waiter ne mujhe table tak pahunchaya. Mein khush tha ki yaha par apne customer ko kitna seriously liya jaata hai. Dinner bhi ek dum perfect tha. Ab mujhe thand si lag rhi thi. Jaise hi mein dobara room pahuncha to meine dekha ki room heaters automatically ON ho gaye hai. Aur saath me ek brandy ki bottle thi. Jiske paas ek card bhi tha aur usme likha tha. Welcome to our hotel sir agar aapko kuch bhi zarurat ho to hume aap kabhi bhi call kar sakte hai.
Thodi deer me mein aaram se so gaya. Jaise hi mein subha utha to ajjeb si bubbling aawaaz aa rhi thi . Mein dekhne ke liye utha to dekha ki saamne wale table me padi kettle automatically On ho gayi thi. Aur saath me ek card pada tha jisme likha tha . Aapke man pasand wali coffee. Wow mujhe ye coffee pasand thi. Thodi deer baad darwaze me knock hua. Jab meine darwaaza khola to koi bhi nhi tha. Aur neeche newspaper pada hua tha “times of INDIA”. Mein hairaan tha ki inhe kaise pata ki mujhe yehi coffee pasand hai aur mein yehi newspaper padta hu. Tab mujhe yaad aaya ki reception me mujhse coffee ka brand aur mera daily ka newspaper pucha gaya tha.
Mera pura experience us hotel ka itna acha tha, ki ab mein har baar waha par hi rehna pasand karta hu aur har aadmi ko yehi recommend karta hu ki vo waha par aaye. Ye ek coffe ya newspaper ki vajah se nhi tha. Ye tha meri itni care rakhne ke liye. Mein isse itna impress ho gaya ki meine socha ki is hotel ke manager se mujhe zarur milna hai aur puchna hai ki vo aisa karte kase hai. Us hotel ka manager bhut hi young tha. Aur kuch der request karne ke baad aakhir usne vo raaz khol hi diya. Aur vo ek book dikhate hue bola Sir ye hai hmara raaz.
OPERATION MANUAL.
Isme har cheez color coded hai peele rang ke pages me room setup ke bare me likha hai. Blue color ke pages me guest support service ke bare me likha hai. For example aapke bed ke paas aapke man pasand ki coffee rakhna , aapka favourite newspaper, raat ko heaters kab on karne hai ye sab isme likha hai. Jaise hi room support person aata hai use har roz har room ke liye ek checklist di jaati hai. Aur use vo kaam karne hote hai usi tareeke se jaise humne isme likha hai. Aur isme room map bhi hai ki pehle use kaunsa kaam karna hai. Jaise ki safai, aapki coffee, ye mint ki toffee etc.Aur baad me use isme sign karne padte hai. Agar kabhi bhi ye paaya jaata hai ki room service person koi bhi kaam kiye bina isme sign karta hai to use usi waqt job se nikaal diya jaata hai. Magar aise cases bhut hi kam hote hai aur yehi SYSTEM ka kamaal hai. Us hotel ke manager ne mujhe bataya ki jitna ho sakta hai humne cheeze automatic rakhi hai.Chahe vo subha kettle ke ON hone ki timing ho, bahar garden me lights ON hone ki timing ya phir kamre ke bahar lights ki intensity control karne ki timing. Ye sab electronically hota hai. Kyu ki ye sab machine se hota hai to galtiya bhi kam hoti hai. Jitna acha system utna kam error.Aur vo manager has kar bola tabhi aap jaise bhaut saare guests har baar mujhse milne bhi aate hai.
APNI TEAM KO KAISE HANDLE KARE
Apni team ko handle karne ka sirf ek hi tareeka hai aur vo hai ek aisa environment create karna jaha par logo ke liye kaam karna important ho jaaye. Aur vo tabhi hoga jab aap us company ke owner apne kaam ko bhaut seriously lete ho.Us hotel ke manager ne mujhe bataya tha ki jis din vo us hotel me interview dene aaya tha to uske boss ne use bhaut seriously liya tha. Beshak vo ek bhaut jawaan ladka tha par uske boss ne use ek bada samajhdaar aadmi samajh kar baat kari. Aur jab uske boss ne us se baat kari to usne dekha ki uska boss kitna zaada seriously vo apne business ko leta tha.Us business ki har ek detail. Har ek cheez kaise kaam karni chahiye. Vo har cheez ko perfectly chahta tha. Jo sabse zaada use apne boss ki cheez pasand aayi vo thi uski apne business ko le ke imandaari aur mehnat. Boss ne us ladke ko manager ki job dene se pehle kayi ghanto tak operation manual se use har ek operation samjhaya. Aur use bataya ki kaise customer har baar sahi nhi hota par customer ko ye feel karvaana ki vo hamesha sahi hai ye hamari zimeedari hai. Uske boss ne us hotel ko chalane ke liye jitney bhi rules bnaye the vo us operation manual me the.Aur boss har rule ko bhut seriously leta tha.Isiliye jab hum apne business ke rules bnaye to hame bhi chahiye ki uske har ek rule ko seriously dekhe aur seriously khud follow kare agar hum aisa nhi karenge to humara employee bhi aisa hi karega.
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The E Myth (Revisited) Michael E. Gerber
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