Xiao Zhang is a typical senior white-collar worker in Beijing. He bought an apartment near East sanhuan.

Because they often work overtime, so they prefer to eat cake snacks and other snacks, consumption is about 1000 yuan per month.

When she saw that cake dessert shop was always crowded with people, she began to think about opening a cake spot in her apartment block, where the young people lived, and the consumption should be great.

She hurriedly consulted her colleagues and friends. They were very sure that the project was sure to make money.

Xiao Zhang is encouraged.

Just do it. She immediately rents the storefront, decorates, introduces the baking equipment, asks the waiter...

After some preparations, the cake shop was opened in a big way. Xiao Zhang also asked a colleague from the TV station to make a small piece of flower to publicize on TV.

Xiao Zhang decided that the first month customers bought 20 percent off discount for dessert.

In the first two days, there were quite a few people in the District, but few people bought them.

Every day baking bread and dessert is a day's shelf-life, Xiao Zhang had to look at the most of the baked desserts thrown away.

After throwing away for a month like this, Xiao Zhang began to reflect on whether his business was right.

Why is there no expected sales volume?

When a white collar family starts a business, they always turn their best ideas into business because of the details. They do not run a prosperous business but thrive in others' hands in a short time.

When the product and market conditions are the same, the failure of entrepreneurs may be just a mistake to speed up the failure of business.

Case study commented on the failure of Xiao Zhang's shop. There are several reasons for this: there are not enough market research: like Xiao Zhang, many people start their business very hastily and do not invest enough time to investigate the feasibility of commercial projects. This is the most important mistake.

Two, pay close attention to one-sided and unbalanced development: generally, an entrepreneur always pays attention to his most competent business, because the other part is not good at it.

Like Xiao Zhang, he is more knowledgeable about advertising and has little experience in production control.

In fact, we should not only pay attention to a part of the business, but also take the whole situation into account.

Three, overestimate the market size and sales: Xiao Zhang's second mistake is to overestimate the demand for dessert in his own district, that is to overestimate the market size and sales volume.

Most inexperienced entrepreneurs have not yet analyzed how many customers are eager to start a business.

Xu Qiyun, editor in chief: