[Best-selling accountant boldly predicts the future]Reasons why management from “many births and deaths” to “low births and deaths” is popular | The law of minimizing sales and maximizing profits | Diamond Online
“High raw material prices,” “supply chain confusion,” “prolonged invasions,” etc., are the endless worries of business owners.
Mr. Shinya Yamada, a popular YouTuber certified public accountant and million-selling author, said, “It’s dangerous for managers to rush their employees to sell at the end of the corona crisis…”Sales addiction/danger alert”.
Mr. Yamada said, “A book of this level will never come out. One book every 20 years. No reason not to read it.There is a book that asserts that “The law of sales minimization and profit maximization ─ Profit margin 29% Business secret(Katsutoshi Kinoshita).
The author, Mr. Kinoshita, started a business alone, was penniless due to fraud, was listed for four consecutive years for the first time in history, and is currently active at the forefront of D2C as a president and active marketer listed on the Tokyo Stock Exchange Prime. Mr. Kinoshita’s words are gaining a lot of sympathy on social media. What is the charm of President Kinoshita’s maiden work, which won the “2021 Business Book Award Selected by People in the Startup and Venture Industry”? I asked Mr. Yamada.
last time“The scriptures written by the guru of “Profit”“When we published the article, we received a great response.
On page 69 of “Laws for minimizing sales and maximizing profits”, “Management from “many births and deaths” to “low births and deaths”In the story, there is this.
To give you an example of my Youtuber activities, instead of uploading videos every day, I aim for 100,000 views once a weekend.
If it really hits, it will reduce the burden of shooting and editing myself, and the YouTube video will look better.
Taking the example of the publishing world, more than 70,000 books have been published annually in recent years. Sales and editing work together to get the bookstore involved. It is an image of preparing one book over time and conveying passion to readers.
However, both YouTubers and publishers are an industry dominated by the prejudice that you have to hit a few hits to create a big hit.
When you’re immersed in industry conventions, it’s hard to even ask yourself, “Is that really true?”Start by suddenly stopping and questioning, “Is this true?”It’s important to
Books and magazines are also based on points, and they say, “You won’t know until you put them out,” but I think that’s a kind of “escape.”
“Sales minimization, profit maximization law]The author’s company, Kita no Tatsujin Corporation, uses a one-hit kill method,750 evaluation itemsthere is.
If you don’t go this far, the company’s motto is “We only sell products that are surprisingly goodIs the president unable to say that?
There is nothing worse for the environment than TV, movies, and books that produce boring content.
While the SDGs are being called out, the times will surelyManagement from high birth rate and low death rate to low birth rate and low death rateWhatI’m starting to steer.
When you rush your employees with the sales supremacy principle, one day you suddenly realize that there are no customers in the truck, and there are no employees of your company. not.
I would like to ask those who are even slightly involved in the content tothis bookofRecommendedI want to
Really!I’m going to face my work with this kind of attitudeNew employee educationuse it forMid-career/VeteranIn the sense of correcting the situation for those who are accustomed to work and feel sluggish,this bookIf you read carefully,The scenery from tomorrow will changemaybe.
[Message from the author]
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My idea is simple. Quit or change unprofitable activities.
for that purpose,Know if all company activities are profitableThere is a need to.
that is”5-level profit managementis a unique method.
“As a result of five-level profit management for each business division, I found out which business division is doing well.”
“Until then, I was thinking about the cost as a whole, so it was a scale from my eyes”
says excitedly.
There are costs that contribute to profits and costs that do not. Uncover hidden costs, reduce unnecessary costs, and increase profit margins.
In Chapter 4,Product strategy to win overwhelmingly in a small marketintroduce.
Year by year, the business model of aiming for long-selling products with high quality has become mainstream.About 70% of sales are from regular purchases (subscriptions). This is the source of profit.
In Chapter 5,A sales strategy that achieves a profit margin of 29%touch.
Increase sales by spending promotional expenses. But if you spend too much, your profit will decrease.
Therefore, we will tell you how to manage CPO (Cost Per Order).
moreover,How to halve sales, 1.5x profit and triple profit marginexplain.
this bookI wrote this in hopes that the people who read this will increase their profits by even one yen, and that they will contribute to the development of this country by paying even one yen more in taxes.
for that reason,We promise to reveal the secrets of our high profitability without holding back.do.
2021 Winner of the business book award chosen by people in the startup and venture industry!
keep sellingFiveBreakthrough! Translation offers from China, Taiwan and Vietnam one after another!
[Main table of contents]
◎Chapter 1: Surviving with Zero Saleslife without incomethe idea of
◎ Chapter 2: Sales OS turns into profit OS! Sales minimization, profit maximization law
◎Chapter 3: Understanding the company’s weaknesses at once5-level profit management”
◎Chapter 4: Overwhelming victory in a small marketProduct strategy
◎Chapter 5: Achieve a profit margin of 29%Sales strategy
◎Chapter 6: Capturing the hearts of fans and not letting them goenka strategy”
◎Chapter 7: Even inexperienced people continue to make profitsTalent strategy
◎Chapter 8: Sales100 billion yen, profit of 30 billion yenstrategy to achieve
[Notice from the book editorial department of Diamond Co.]
【『The law of sales minimization and profit maximization ─ Profit margin 29% Business secret]Full table of contents]
Introduction
[Chapter 1]The concept of “no income life” that can survive even with zero sales
■ 1 Reborn as a rock-solid company that will not be shaken by anything
Three ways to run a recession-free business
What is a “non-income life expectancy” that can maintain the status quo even with zero sales?
Four ways of thinking to extend the “no income life expectancy”
The Relationship Between Matsushita’s “Dam Management” and “No Income Life Expectancy”
Accurately calculate life expectancy without income
Tricks to reach your no-income life expectancy goals
■2 Starting from zero cash on hand
How to build a company that I learned in a third-year civics class
3 reasons to start a business online
Why did you handle special products of Hokkaido?
Started with a capital of 10,000 yen and a single PC
All property lost due to capture fraud!
“No income life expectancy 0 months” and a fresh start from penniless
[Chapter 2]Sales OS turns into profit OS!Sales minimization, profit maximization law
■ 1 Thinking method to manage sales and profits as a set
Why sales are up but profits aren’t
Less sales is better for the same profit
The reason why management is overwhelmingly stable when sales are low
10x sales means 10x risk
■2 Created a profitable company and listed for four consecutive years for the first time in history
Although the number of e-mail magazines issued is 3 times, the sales are 1.3 times
From “many births and deaths” to “low births and deaths”
“D to C” x “Subscription” model inspired by Eikichi Yazawa
Profit is the purpose, sales are the process
Listing on the First Section of the Tokyo Stock Exchange has nothing to do with sales or number of employees
■ 3 The story of “profit” that the president talks to new employees
Is making money immoral?
A profitable company helps many people
What is profit
What should profitable companies do?
Profit confrontation per employee!
“Northern Master” vs “Toyota” “NTT” “Mitsubishi UFJ” “KDDI” “Sumitomo Mitsui”, which one is more expensive?
Turn sales OS into “profit OS”
[Chapter 3]”Five-stage profit management” that understands the company’s weaknesses in one shot
■ 1 Products with high sales but low profits,
How to identify products with low sales but high profits
“5-stage profit management” that visualizes “hidden costs” and creates a profitable structure
Check profit by product
[Profit 1]Gross profit (gross profit)
[Profit 2]Net gross profit (coined word)
[Profit 3]Sales profit (coined word)
[Profit 4]ABC profit
[Profit 5]Operating profit per product
■ 2 How to introduce 5-step profit management
how to categorize profits
Determine expense items for 5-step profit management
Managers take the initiative to introduce and share on a monthly basis
[Chapter 4]Product Strategy to Overwhelm Small Markets
■ 1 Emphasis on quality, product development aiming for long-sellers
Reasons for changing the business model from “special products” to “health foods”
Great response to “the joy of being released from long-standing pain”
In the basic policy, write “GDP should always increase when developing new businesses and new products”
Strategies to dominate small markets
Reasons to focus on “Quality”
750 items for evaluating “quality from the consumer’s point of view”
Investigate the cause of damage through a thorough drop test
Discontinue sale if NG according to our standards
Final check after one month of use by all executives and employees
■ 2 Secret measures to encourage subscriptions (regular purchases)
The blind spot where you don’t feel the effect is in “how to use”
Creating manuals by taking advantage of zero knowledge
Even if it’s delicious, if you eat it the wrong way, it’s over.
Ultimately, it depends on whether employees will fall in love with the product.
The idea of making 10 billion yen products and achieving sales of 10 billion yen
[Chapter 5]Sales strategy to achieve a profit margin of 29%
■ 1 Ideas for managing “upper limit CPO” and “time series LTV”
The upper limit CPO is sales promotion expenses that you can spend up to this point
“Time series LTV” is the profit that customers bring to the company throughout their lifetime
Why do you issue a “time-series LTV” for each product and advertising medium?
Strictly adhere to maximum CPO
■2 How to determine the correlation between CPO and the number of new customer acquisitions
Will the number of customers increase as the business grows?
Customer Acquisition Strategy Seen in “Innovator Theory”
How to calculate the optimal “upper limit CPO” and the trap that 90% of presidents fall into
Check “opportunity loss” and “underperforming” in the advertising investment balance index
■ 3 The law of sales minimization and profit maximization
Even if sales are halved, profit is 1.5 times and profit margin is 3 times
Decide on the upper limit CPO and do not advertise more than that
Stop all advertising during unprofitable hours
Management method of “parent advertisement” and “child advertisement”
1.5 times more sales just by adding 8 characters
[Chapter 6]”Enka strategy” that captures the hearts of fans and keeps them
■ 1 Prominent promotion has zero merit
There is a difference between “selling” and “continuing to sell”
The reason for the flood of TV interviews
Products selected after comparative examination
Why are regular purchases made even after the boom is over?
Reasons why a store with queues cannot be said to be successful
Promotions should be discreet
Even if you don’t have name recognition, you can sell if you have the ability
■ 2 How to think about the “marketing funnel” that delivers ads only to those who need them
What is a “marketing funnel” that controls D to C?
1 billion yen profit at 100 million yen cognitive cost
The “what” of “who, what, how, and how to communicate” is the key to creativity
■3 You will stay with the person who bought it once for the rest of your life.
What is the enka strategy that continues to be loved by customers?
GLAY’s strategy of writing birthday comments to fans every day for 30 minutes
Why we created the “Product Counseling Section” within the company
AKB48 is also a big hit with “Enka no Strategy”
[Chapter 7]Human resources strategy that keeps making profits even for inexperienced people
■ 1 Business improvement that produces immediate results even for inexperienced people
The difference between other TSE First Section companies and “Northern Master”
Understand the “ABC profit ratio” and make new graduates ready to work
The puncture made me keenly aware of the importance of operation
Advantages and disadvantages of the cell method and belt conveyor method
How to create an organization is different between centering on career-track employees and centering on part-time and general-track employees
Improvement before and after customer division
How to become an immediate force in one week after joining the company even if you have no experience
A growth spiral that expands the company so that excellent people will come
The first step to improvement is to take a bird’s eye view of operations
Don’t try to change your subordinates.change your work
■2 How to identify excellent human resources
Unexpected reaction to job advert for “non-talking customer service industry”
How to recruit people with “IQ 130”
A conversation at a part-time job in a warehouse that made me realize that there are a wide variety of values for work
People who hear “free lunch” rather than “salary is 12,000 yen higher”
■3 Share the company’s philosophy with employees
What is the effect of “GOOD & NEW”?
Habit of “Credo” for 30 minutes every morning to nurture people
People understand when they hear the same content 6 times at the same time
■ 4 “Cost reduction campaign” that raises cost awareness throughout the organization
A secret plan that saved 1.5 million yen per month and 18 million yen per year
Verifying the Hypothesis “Flowers in the Reception Room Deficit of 20,000 Yen”
How to reduce costs by 100 million yen
The True Aim of the “Cost Reduction Campaign”
[Chapter 8]Strategy to achieve sales of 100 billion yen and profit of 30 billion yen
■ 1 Digital marketing strategy that thoroughly eliminates waste
“Quantification” and “Targeting”
4 benefits of in-house web attracting
Digital product marketing using AI
What AI can do, what humans can do
How to appeal to the target with pinpoint
Completely understand the “reason for purchasing” with psychographic data
Let’s aim for the “happy triangle” of sampo yoshi
■2 Becoming a next-generation global manufacturer that represents Japan
A global brand representing D to C
Selling products from Japan on Amazon in the US
Real and Internet marketing research methods
Profit strategy according to the growth stage of the company
The “NTT telephone card” incident that changed my life
Link 5-step profit management items and measures
in conclusion
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