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Diving Into the Red Ocean. How to Break the Rules of Retail and Come Out on Top (2310,00 руб.)

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Первый авторЩепин Евгений
ИздательствоМ.: Альпина Паблишер
Страниц281
ID809594
АннотацияСпасибо, что решили прочитать эту книгу о ВкусВилле! Женя (Евгений) Щепин решил написать это давным-давно. Тогда мне эта идея не понравилась, и я не могу сказать, что мне нравится сейчас. В конце концов, книга подобна фотографии: она запечатлевает только один момент. Однако компания - это живой организм: она постоянно меняется, учится и реагирует на изменения в окружающей ее среде. Еще до того, как мы отправили книгу в издательство, у нас уже было подготовлено несколько новых стратегий развития и идей. Я надеюсь, что эта книга подскажет всем, кто хотел бы основать компанию или взяться за амбициозный проект, что самое главное - сосредоточиться на своем клиенте. Интересы клиента всегда должны быть важнее прибыли и интересов ваших инвесторов. В конце концов, компания, которая по-настоящему удовлетворяет своих клиентов, никогда не бывает слабой, особенно в финансовом отношении.
ISBN978-5-9614-7188-5
УДК65
Щепин, Е. . Diving Into the Red Ocean. How to Break the Rules of Retail and Come Out on Top / Е. . Щепин .— Москва : Альпина Паблишер, 2022 .— 281 с. — ISBN 978-5-9614-7188-5 .— URL: https://rucont.ru/efd/809594 (дата обращения: 01.03.2024)

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Diving_Into_the_Red_Ocean._How_to_Break_the_Rules_of_Retail_and_Come_Out_on_Top.pdf
Alpina 4th Magistralnaya 5, bld. 1 Offi ce 159–169 123007, Moscow, Russia International@alpina.ru Copyright © 2021 by Evgeny Shchepin Managing Editor: Marina Krasavina Project Editor: Natalia Pepelina Translator: Andrew Freeburg Copyeditor: Jennifer Eremeeva Proofreaders: Beth Dymond, Anna Brown Cover design: Yuri Buga All rights reserved. No part of this book may be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without written permission from the publisher, except by a reviewer who may quote passages in a review. Printed in Russian Federation ISBN 978-5-9614-7188-5
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CONTENTS Foreword .............................................................................................................................................................................................................7 Rule , or An Unusual Introduction ................................................................................................................................8 This book could have come out two years ago; or it could have never come out at all. And this is VkusVill in a nutshell. Rule 1....................................................................................................................................................................................................................12 Even amid the fi ercest battles for preeminence in the market, there are always moments of peace. Learn this rule — it will come in handy! Rule 2 ..................................................................................................................................................................................................................18 Doing and analyzing is more important than analyzing and not doing anything. Rule 3 .................................................................................................................................................................................................................26 Hire people who you fi nd interesting and feel comfortable with, especially at the beginning. Rule 4 .................................................................................................................................................................................................................34 The earlier you have a conceptual crisis, the better. Izbyonka went through it for a year and a half of its existence, and this period changed the entire company for the better. Rule 5 .................................................................................................................................................................................................................42 When a company is at the height of success, it is the best time to think about its future — to ensure that there is one. Rule 6 .................................................................................................................................................................................................................48 We have been called “the king of naming,” but we maintain that the name of a company is not the most important thing. Rule 7 ..................................................................................................................................................................................................................54 Understanding how experienced you have become is simple: if you analyze what you did a year ago and realize that now you would do something a bit diff erently, it means you have grown. Rule 8 .................................................................................................................................................................................................................62 An internal crisis taught us the invaluable lesson to base our work on common sense and not numbers. For this reason, we no longer use KPI or any other quantitative assessments to measure our employees’ effi ciency. And we never will.
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Rule 9 .................................................................................................................................................................................................................68 A plan for saving the company should be everyone’s responsibility. The same people who nearly destroyed VkusVill saved it from ruin. Rule 10 ...............................................................................................................................................................................................................80 Life never ceases to amaze us with the variety of situations it presents. Do not try to anticipate these: just play the game and enjoy it. Rule 11 ................................................................................................................................................................................................................84 Within VkusVill, we introduced a system of promises, primarily to encourage communication between divisions. We found this could resolve a considerable number of internal diff erences by simply facilitating communication. Rule 12 ...............................................................................................................................................................................................................94 Many people think that nobody gets fi red at VkusVill, but that is not true. It happens. Rule 13 ...............................................................................................................................................................................................................98 We rejected all the usual corporate conventions and have never looked back. The interests of actual people are far more important than any artifi cial offi ce standards. Rule 14 ............................................................................................................................................................................................................ 104 Our HR department has minimal infl uence on our company’s development. Therefore, all employees at VkusVill have a say in the hiring and onboarding of all new employees. It works. Rule 15 ..............................................................................................................................................................................................................110 In an environment of trust and understanding, people are not afraid to make mistakes and show initiative. Everyone slips up occasionally, and the most important thing is not to punish them but to help them learn from these mistakes. Rule 16 ..............................................................................................................................................................................................................116 VkusVill has quite a simple offi ce. You might say that it is symbolic of our relationship to everything material. Rule 17 .............................................................................................................................................................................................................122 At some point, we stopped planning and started just living. Rule 18 .............................................................................................................................................................................................................124 Read. Read as many good books as you can. That will keep you on the straight and narrow.
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Rule 19 .............................................................................................................................................................................................................130 Sometimes, to solve a single problem for your customer, you must get several divisions involved. We think this is how a customer-oriented company should function. Rule 20 ...........................................................................................................................................................................................................136 The most important person in terms of quality and improvements is undoubtedly the customer. No specialist can ever be as meticulous, objective, and impartial about a product as a fi nal consumer. Rule 21 .............................................................................................................................................................................................................144 It is unnecessary to regulate communication with customers, but you must have a communication strategy. Rule 22............................................................................................................................................................................................................154 The Customer Support Index is a tool that brings about small, regular changes to make customers’ lives a little easier. Rule 23 ........................................................................................................................................................................................................... 162 Any VkusVill product — even an almost-consumed one — can be returned to the store without a receipt for a full refund. Rule 24 ...........................................................................................................................................................................................................168 Consumer terrorism is not humanity’s most terrifying problem. But extortionists among the general population can hold entrepreneurs at bay. Rule 25 ............................................................................................................................................................................................................176 You will never get feedback from your customers if you are not interested in their ideas and suggestions. Apathy is hard to digitize, but is quite easy to feel. Rule 26 .......................................................................................................................................................................................................... 190 In new and successful projects, this principle comes in handy: “fi re bullets, then cannonballs.” Perhaps it may be the basis for successful project management. Rule 27 ..........................................................................................................................................................................................................200 The deeper the concept behind our work is ingrained in the company’s DNA, the more straightforwardly the component processes will be developed. Our ideology of natural and honest products helps us to get rid of many excess goods. Rule 28 .........................................................................................................................................................................................................208 Everyone should do what they do best — or why VkusVill still does not have its own factory.
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Rule 29 ...........................................................................................................................................................................................................212 Trust in people allows the company to save money. Trust in people allows the company to save money. Trust in people allows the company to save money. (Read this a hundred times) Rule 30 ........................................................................................................................................................................................................... 216 Duplication of people, providers, and services is a modern entrepreneurial approach to doing business. Rule 31 ...........................................................................................................................................................................................................220 All confl icts occur in areas where responsibilities overlap. One day, we re-examined our process of opening new stores and forged a lasting peace between our development management and retail management. Rule 32 ..........................................................................................................................................................................................................226 The more conscious responsibility at ground level, the easier life is for the entire company. Our dream is for every store to become autonomous and self-directed. Rule 33 ...........................................................................................................................................................................................................234 IT systems for businesses today are like smartphones for modern people. You can live without them, but your quality of life will suff er. Rule 34 .......................................................................................................................................................................................................... 240 Automation should simplify life for both employees and customers. If the opposite occurs, that is not automation — that’s nonsense. Rule 35 .......................................................................................................................................................................................................... 248 The triumph of artifi cial intelligence: how automated ordering and distribution allowed us to halve the amount of product we wrote off . Rule 36 .......................................................................................................................................................................................................... 254 Apps, chat bots, and other contemporary innovations help customers manage the company more than anything else — and help the company to unobtrusively manage its customers. Rule 37 ..........................................................................................................................................................................................................260 At some point, VkusVill will probably cease to exist. Once and for all. 100 Facts About VkusVill .......................................................................................................................................................267 Appendix ......................................................................................................................................................................................................275 Notes ................................................................................................................................................................................................................277
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