TAP GHi CONG THirUNG
MOT SO THACH THlfC VCfl DOANH NGHIEP KH6I NGHIEP VA NHCTNG KY NANG
CAN THIET CUA DOANH NHAN
• NGUYEN THI CAM NHUNG
TOM TAT:
Lan song khcii nghiep toan cau di/dc thuc day bdi cac cong nghe - ky thuat da tao nen nhieu mo hinh kinh doanh mdi. Cac cong ty khdi nghiep la dong lUc tang trufdng cua nen kinh t6' dang phat tri^n, thong qua cac giai phap sang tao va cong nghe ddi mdi.
Bai viet gidi thieu mdt s6' dac diem cua cac doanh nghiep khdi nghiep va danh gid khao sat ve nhii'ng ky nang quan trong ma cac doanh nhan can phai co de khdi nghiep th&nh cong.
Tif khoa: Khdi nghiep, thach thu'c, cong ty ky thuat s6'.
1. Dinh nghTa va dac diem cua doanh nghidp khdi nghidp
Doanh nghiep Start-up la mpt cong ty khdi nghiep, la mdt lien doanh kinh doanh trong giai doan dau hoat dong nham giai quye't va'n de thi/c te vdi mdt san pham/dich vu sdng tao. NhiJng lien doanh nay thifdng cd quy md nhd, mdi va di/oc tai trd bdi nidt trong nhffng doanh nhSn sang lap hoac mot nhdm cac nha dau tif tin vao kha nang cua nhffng doanh nhan khdi nghiep.
Doanh nghiep khdi nghiep ludn ddng vai trd quan trpng trong sif phat trien cua cac nen kinh te' bang nhffng san pham/dich vu sang tao, tao ra viec lam mdi va gia tang nang sua't san xua't cung nhuf giam ngheo (Decker et al.. 2014). Mpt so' diem manh cua doanh nghiep khdi nghiep bao gdm kha nang phan ffng nhanh, dinh hifdng tang trffdng chien Iffdc va phan ffng nhanh nhen, giup
cac cong ty khdi nghiep vffdt qua khung hoang tai chinh td't hdn cac cdng ty Idn vdi thdi gian phan hoi cham hdn (Marques & Ferreira, 2009). Dd la ly do tai sao hp cd the thu hut rat nhieu sff chii y tif cac nha dau tif, dac biet la Chinh phu va cdc nha hoach dinh chinh sach toan cau, tao di^u kien khuye'n khich sif phat tri^n kinh te.
Steve Blank - mdt doanh nhan tai Thung lung Silicon, ngffdi khdi dau cua Phong trao Khdi nghiep Tinh gpn - da dinh nghia mot cong ty khdi nghiep la mdt to chffe tam thdi, tim kiem mpt md hinh kinh doanh cd the lap lai vii cd the md rdng (Ries 2011). Ong md t i mot cdng ty khdi nghiep trong bd'i canh nganh cdng nghiep cdng nghe la mdt cdng ty khdi nghiep cd kha nang md rpng, cd muc dich khong chi nhSm chd'ng minh md hinh kinh doanh ma cdn cd tac dpng dang ke den thj trffdng hien tai. Co 3 thanh phan chinh trong dinh
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KINH DOANH
nghia ciia dng ve Cong ty Startup can dffdc tim hilu them:
DIU tien, muc tieu cua doanh nghiSp khdi nghiep la tim kie'm, khdm pha, ki^m tra va xdc nhan mot nhu cau chffa dffdc ddp ffng trong thi EnfSng bkng each cung cap ttm nhin ve san pham va dich vu vdi bp tinh nang mdi.
Tkti hai, cac gia dinh va gia thuye't ve cac thanh phIn cua md hinh kinh doanh difdc thifc hien di I3p lai cho de'n khi chung dffpe chffng minh. Khach hang la ai? Nhifng gi hp dang tim kiem?Liim the nao de chung ta xay dffng va tai trd cho cong ty?
Thd ba, nhii'ng ngffdi sang lap phai nhanh chdng xac nhan xem md hinh cd phia hdp hay khdng biing each ki^m tra xem khach hang cd hanh xi3" nhff md hinh dff dodn hay khdng va cd phai gia tri dffdc cung cd'p la thff ma khach hang sin s^ng tr^ hay khdng. Do dd, mdt startup thanh cong la dat dffpe sff tang tnfdng to ldn bdng each cung cap gid tri sdng tao ma khach hang mong mud'n.
2. Chia khda thanh cdng cua cac doanh nghiep khdi nghidp
Thanh cong to Idn cOa cac edng ty khdi nghiep nhifUber-trigid 68 ty dd la, Airbnb - frigid 31 ty do la, (Hartmans, 2017) va nhilu cdng ty khde nhif Weworked, Dropbox va Pinterest cho tha'y, ho da phat trien cac san pham va dich vu cd kha nang giao tie'p vdi khdch hdng tiem nang va tao an ttfdng tich cffc. Uber Technologies, Inc. la mdt cong ty cung ca'p mang Iffdi giao thdng da qud'c gia (TNG) bao gdm djch vu gpi va ehuyen chd khach, giao thffe an va quan ly he thd'ng chia se xe dap. Nhiem vu cua Uber la mang lai sff van chuyen cho moi ngffdi, d mpi ndi va tam nhin cua doanh nghidp dffpe xac djnh la Giao thdng van tai th6ng minh hdn vdi it xe hdn va so' lifdt truy cap nKilu hdn. Cdng ty cd tru sd tai San Francisco n^y cd hoat dong tai 63 qud'c gia va 785 khu vffc i3d thi trdn toan the gidi vdi doanh thu 12 ty do la My. Gia tri cua edng ty da vffdt qua 75 ty dd la vao thdng 5 ndm 2019. Md hinh kinh doanh cua Uber da dffdc hoan nghenh tren toan the gidi va nhieu cdng ty khdi nghiep da hpe hdi, hien dffdc
gpi la Uberisation va dat dffpe thanh edng Idn.
Dffdc thanh lap vao nam 2008, sff menh ciia Airbnb la tao ra mdt the gidi - ndi mpi ngffdi cd the thupc ve bat eff ndi nao minh mud'n (tam nhin), cung cap du lich lanh manh mang tinh dia phffdng, dich thffc, da dang, bao trum va ben vffng. Thi trffdng lffu tru Airbnb sffdn cung cd'p quyen truy cap vao hdn 6 trieu dia diem de Iffu tni tai hdn 100.000 thanh phd va 191 qud'e gia.
Gia tri cua cong ty nay da vffdt qud 30 ty dd la My vao nam 2018.
Tuy nhien, van de la viee khdi ddng mdt startup tff dau ra't khd khan va tdn nhieu thdi gian, cdng sffe, tien bac cQng nhff bao gomca rui ro. Vi cdc cdng ty khdi nghiep luon mong mud'n ddp ffng nhffng nhu cau cua thi tru'dng de dam bao thanh cdng cho dd dd la tai trd, hdp tac chie'n Iffde hay tham chi thu mua ngoai.
3. Thach thu'c cua doanh nghidp khdi nghi$p 3.1. Ye'u tdve thi trUdng
Ly do chinh khie'n cac cdng ty khdi nghiep tha't bai la do khdng tim tha'y thi trffdng cho san pham ma hp da xay du'ng. Mpt sd' hien tffdng phd bie'n nhif: Khdng cd de xua't gid tri du ha'p dan de'n ngffdi mua thffc sff cam ket mua hang. Ben eanh do, chon sai thdi die'm gia nhap thi trffdng cung cd tdc dpng khdng nhd. Nhin chung, quy md thi trffdng cua nhffng nha khdi nghiep chju tdn that do thi trffdng chi ddn gian la khdng du ldn.
3.2. Mo hinh kinh doanh khong phd hdp Mdt trong nhffng nguyen nhan that bai phd bie'n nha't cua cde doanh nghiep khdi nghiep la sff qua lac quan ve viee di dang cd dffdc khdch hang. Hp nghT chi can xay dffng mdt trang web, san pham hoac dich vu thu vi thi khach hang se tim de'n hp. Dieu dd cd the xay ra vdi mdt vai khach hang dau tien. nhffng sau dd se nhanh chdng trd thanh mdt nhiem vu da't dd de Ihu hiit va gianh dffpe khach hang. Trong nhieu trffdng hdp. chi phi de cd dffdc khdch hang (CAC) thffc sff eao hdn gia tri iron ddi cua khach h^ng dd (LTV).
Doanh nghiep khdi nghiep phai cd dffpe khach hang cua minh vdi >-d tien it hdn se lao ra gia tri
\u\'en sud't eho md'i quan he cua doanh nghiep
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TAP CHi CfiNG THIftfNG
vdi khach hang. Mac du vdy, phan Idn cac doanh nhan khdng chu y day du de tinh ra mdt chi phi thifc te' cua viec mua lai khdch hang. Mot sd' lffdng ldn ke hoach kinh doanh eua cde nha dIu tff mao hiem khdng nghT de'n con sdquan trgng nay, ho it khi nhan ra md hinh kinh doanh cd the khdng hoat ddng td't khi CAC ldn hdn LTV.
3.3. Dgi ngd qudn lyye'u kem
Mdt va'n de cffc ky pho bien khie'n cac cdng ty khdi nghiep that bai la dpi ngu quan ly yeu. Cae nhdm quan ly thifdng ye'u ve chie'n Iffdc, xay dffng mdt san pham it ngffdi quan tam. Dieu nay mang de'n nhffng hoat ddng khdng hieu qua thdng qua cdc chie'n Iffdc tie'p can thi tru'dng.
3.4. Vdn de vdi sdn phdm
Mpt ly do khac khie'n cae cdng ty tha't bai la do khdng phat trien dffdc sdn pham dap ffng dffdc nhu cau cua thi trffdng. San pham dau tien ma mdt cdng ty khdi nghiep ra mdt hau hd't deu ddp ffng nhu ciw thi trffdng. Trong trffdng hdp td't nha't, se mat mpt vai sffa ddi de cd san pham phii hdp.
Trong trffdng hdp xd'u nha't, san pham se bi loai khdiePsd va can phai xff ly lai.
3.5. Van de ve tdi chinh
Mot trong nhffng phan khuc bat budc phai cd trong ke hoach kinh doanh cua mdt start up la ngudn vd'n. Doanh nghiep can mpt ke hoach tai chinh cu thd' di duy tri chi phi khdi nghiep, tai trp, tie'p thi va chi phi bat budc hang thang. Du'a tren kd' hoach do, chu doanh nghiep can xdc dinh ngSn sach can thie't cua cdng ty la bao nhieu.
Nhieu cdng ty mdi thanh lap can vay tien va hg cd nhieu Iffa chgn tuy thupc vao ITnh vffc kinh doanh ma cdng ty dang thffc hien.
4. Mpt sd'ky nang c^n thi^^t cua cac Start-up Tap chi Harvard Business Review da khao sat cac nha sang lap doanh nghiep (Eisenmann etl al, 2017) - 141 cffu sinh vien Trffdng Kinh doanh Harvard va 20 ngffdi khdng cd bang MBA nam 2017. Hp da xac dinh va xe'p hang cac ky nang quan trgng nhd't ma cdc doanh nhan Start-up can ed.
Thd nlidt, kha nang xay dffng mdt dpi ngu tuyet vdi la so' I, vdi 88% so' ngffdi dffdc hdi. Sau do la nhffng ky nangnhff lanh dao (82%), quan ly
nhdm (74%). ban hang {7290. tie'p thi (71%), thie't ke' san pha'm (69%) va \ay dffng chie'n Iffdc (65%).
Ky nang quan ly tai chinh nhan dffdc diem ffu tien tha'p thff hai trong 10 ITnh vffc ky nang. Nhff mdt ngffdi dffdc hdi da giai thich, cd the dd d^ng tinh ra chi phi ddn vi hoac ban cd the thue ai dd phu trdch mdng tai chinh giup ban. Tuy nhien, mpt so' ngffdi dffdc phdng van lai cho bid't, quan ly tai chinh la ky nang quan trong nha't, vi chi cd quan ly ddng ti^n td't chu doanh nghidp mdi ed chie'n lifdcdau tffhdp ly.
Hau he't, cac nha sang lap ky thudt khdng cd ke hoaeh ve each thffc hoat dgng eua tai chinh mao hie'm. Ke't qua hg khdng the' dff trij chi phi dao ddng hpp ly. din de'n thua Id. Tffdng tff nhff vay. chu doanh nghiep can hieu sff ddnh ddi bang each huy ddng vd'n vdi mffc dinh gid cao.
Nhffng ngffdi difdc hdi cung nhan manh kha nang chuyen trgng tam tff chi tie't sang toan eanh la vd cung quan trgng. Dieu nay cho thd'y, vi?c tap trung vao xdy dffng ddi ngu (sdm) de quan ly nhdm va xac nhan md hinh kinh doanh (khi nhan rdng) la can thie't.
Ky nang quan trgng nha't ma mgt doanh nhan ed dffdc la nhan dien dung va khai thdc thdng mmh tai nang eua ngffdi khae. D^ nha lanh dao bid't khi nao nen giao phd va nhd ngffdi khac xu"
ly cac nhiem vu la chia khda nha'n manh tam quan trgng ciia viec lim diing ngffdi de hd trd va la'p day cac khoang trd'ng.
S.Kd'tluSn
Nhin chung, sff phdt trien ciia he sinh thdi khdi nghiep la xu hffdng mdi tren toan the' gidi va xu hffdng nay ra't hd'p dan vdi the he tre da sinh ra va ldn len eung sir tie'n bd cua cdng nghe ky thuat so. Tuy nhien, khdi ddng mdt startup tff dau rat khd khan, ddi hdi phai dd'i phd vdi nhieu rui ro, yeu eau ve thdi gian. nd Iffc va tidn bac. Vide chia se kinh nghiem thffc tien tff cac hpc gia va doanh nhan thanh cdng se xay dufng sffe manh tdng hdp \a giup cdc doanh nhan mdi tao nen nhffng thay ddi can thie't trong ke hoach cung nhff cd cdch hinh thanh, dieu hifdng hdp ly cho nhffng thay ddi dd •
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TAILifiU THAM K H A O :
I. Agrawal, A. Choudhary (2016). Predicting tiie Outcome of Startups' Less Failure, More Success. 2016 IEEE IM International Conference on Data Mining Workshops, pp. 798-805.
2 Smilii (2015). The Wealth of Nations. Andesite Press.
3.S. Wise, B. Feld, C. Sacca (2017). Startup Opportunities: Know when to quit your day job. Wiley; 2nd ediuon.
4. S. Maiques, J. Ferreira (2009). SME Innovative Capacity, Competitive Advantage and Performance in a 'Tradiuonal' Industrial Region oiPonagitl. Journal of Technology Management & Innovation. 4(4). pp.5.1'68.
5. E. Ries (2011). The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation lo Create Radi-caily Successful Businesses. The Crown Publishing Group. Kindle Edition.
6. Hartmans (2017). THE $10 BILLION CLUB: Meet Ihe eight most valuable startups in the US. http://www.
Iminessinsider.coni/most-valuablc-us-stanups-10-billion-decacorns-2017-!2tt7-drapbox-l.
7. R Decker, J Haltiwanger, R. larmin, J. Miranda (2014). The Role of Entrepreneurship in U S. Job Creation and Economic Dynamism. Journal of Economic Perspectives 28 (3): pp.3-24.
8. T.R. Eisenmann, R. Howe, and B. Altringer (2017). What Does an Aspinng Founder Need to Know? Harvard Business Review Digital Articles. 6/21 /2017, pp. 1 -6.
Ngaynh^n bai: 19/5/2020
Ngay phan bi$n d a n h gia v a sufa chu'a: 29/5/2020 Ngay cha'p nhSn dang bai: 8/6/2020
Thong tin tdc gid:
ThS. NGUYEN T H I C A M N H U N G B$ mdn Kinh t&' H a n g hai, K h o a K i n h t e Trricing Dai hpc H a n g hai V i $ t N a m
SOME CHALLENGES FOR STARTUPS AND NECESSARY SKILLS FOR ENTREPRENEURS
• Master. NGUYEN THI CAM NHUNG Department of Maritime Economics, Faculty of Economics
Vietnam Maritime University
A B S T R A C T :
The global w a v e of startups h a s b e e n fueled by technolog.es >^ ith n e w business ventures and business m o d e l s . T h e s e startups with innovative solutions and technologies a r e t h e engines of economic growth in d e v e l o p i n g e c o n o m i e s . This p a p e r introduces s o m e characteristics of slamips and a s s e s s e s n e c e s s a r y skills that e n t r e p r e n e u r s n e e d to Stan busmesses successfully.
Keywords: Startup, c h a l l e n g e s , digital c o m p a n y .
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