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    5. 大師輕鬆讀 NO.753 網飛不被看好的故事

    大師輕鬆讀 NO.753 網飛不被看好的故事

    Publisher 大師輕鬆讀 /大師輕鬆讀股份有限公司
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    Released
    2020/01/01
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    Traditional Chinese
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    159
    ID
    184669
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    NO.753 網飛不被看好的故事|中英對照
    見證一個行不通的念頭如何發展成為全球最大串流影音平台
    That Will Never Work
    The Birth of Netflix and the Amazing Life of an Idea

    原書作者:馬克.蘭道夫(Marc Randolph)

    ★《網飛傳奇》作者Gina Keating等名人推薦
    ★亞馬遜網路書店排行榜暢銷書
    More
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    重點導讀 見證一個行不通的念頭如何發展茁壯
    想驗證自己點子行不行,唯一實際的做法就是去做。花一小時去做,比花一輩子去想能學到更多。

    Chapter 1 火花
    1996年,馬克.蘭道夫首識里德.黑斯廷。黑斯廷經營一家名為Pure Atria的公司,該公司收購了蘭道夫與人共同創辦的新創事業Integrity QA。收購後,蘭道夫獲任命為Pure Atria的行銷副總裁。由於兩人住處距離僅數分鐘車程,之後他們便經常輪流開車一起上班。

    Chapter 2 郵遞影片的概念成形
    有了放在銀行裡的200萬資金,馬克必須籌組一支團隊來經營新公司。他在斯科茨谷找到一間毫不起眼的辦公室,感覺像牙醫診所或稅務士事務所。

    Chapter 3 上線日
    儘管網飛已經籌集了200萬美元的創業基金、擁有12名員工,但是剛成立時並不叫網飛。當時公司對外名稱是「狗糧」,網域名為kibble.com。

    Chapter 4 充滿希望的起步
    1998年5月是網飛第一個完整營運的月份,收入超過3萬美元。到了6月,營業額已來到9萬4000美元,這讓開張第一年收入就有望超過100萬美元。那是好消息,但壞消息是大家都在買DVD(每片才25美元)而非租借(每片4美元)。對於網飛來說這會是問題,因為DVD只能賣一次,卻可以租借數百次。此外,網飛還發現有人租了DVD,接下來卻幾乎不再上門。幸好公司始終謹慎記錄所有數據,試圖了解發生了什麼事。

    Chapter 5 夢幻團隊
    拒絕亞馬遜後,網飛忙著從創投那邊尋求更多資金。 機構風險合夥公司(IVP)投入了400萬美元,但並非基於網飛經營數字上呈現的力道,而是因為有里德的參與。他們看到里德以前的計畫賺了很多錢。IVP和其他人認為里德同樣會找到方法,讓網飛賺錢。

    Chapter 6 配方
    針對網飛的新方案,客戶的反應超瘋狂。光是測試的第一天,點擊橫幅廣告的人有9成都填了信用卡資料,真是太驚人了。造訪網站的人,註冊訂閱制的人數是租借單片者的4到5倍。看到新方案的人都喜歡它。

    Chapter 7 擴張
    為了因應網路公司泡沫化之後更艱困的融資環境,里德和馬克做出了非常艱難的決定:2001年9月解雇了網飛40%的員工。與直覺相反的是,那反而成為網飛向前邁進的重要一步,因為留下來的都是超級巨星、A級好手,並創造了競逐卓越的文化。每個人都專注在達成百萬訂戶的目標。

    延伸閱讀 挑戰現狀是創新第一步
    多數創新家是徹頭徹尾的反向操作者。他們公開挑戰根深蒂固的信念,以及長久以來視為理所當然的事實。現在及不久的將來,誰能想出又新又好的商業模式就能掌握最佳商業契機。
    More
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    Details

    Released
    2020/01/01
    Language
    Traditional Chinese
    File format
    EPUB: Fit in all devices
    附件檔案
    Including attachments downloads
    Provide Adobe DRM
    Provide EPUB
    Offer DRM free license
    No
    ID
    184669

    網飛

    跨界

    失敗

    創新

    創業

    大師輕鬆讀

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    See more 大師輕鬆讀 / 大師輕鬆讀股份有限公司

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    大師輕鬆讀 NO.1024 創意加速度

    大師輕鬆讀 NO.1023 雙贏職場

    大師輕鬆讀 NO.1022 要富不要稅

    大師輕鬆讀 NO.1021 不說廢話的網路創業指南

    大師輕鬆讀 NO.1020 21招練出領導魅力

    大師輕鬆讀 NO.1019 致富其實很簡單

    大師輕鬆讀 NO.1018 GTM進入市場全攻略

    大師輕鬆讀 NO.1017 原始碼

    大師輕鬆讀 NO.1016 向上管理

    大師輕鬆讀 NO.1015 預測企業未來

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