How to build a business analysis system

Hello everyone , I am a little girl who loves learning xiong Xiong Mei .

What I want to share with you today , It is a classic branch of data analysis —— Business analysis . Business analysis is very historical , As early as “ Data analysis ” The term had existed before it caught fire . Let's have a look today .

One 、 What is business analysis

seeing the name of a thing one thinks of its function ,“ Business analysis ”, It refers to the analysis of the company's operation . The quality of the company's operation , It's what management cares about most , Therefore, the service object of business analysis , Often the boss / Department Director / Management . In many big companies , There will be regular business analysis meetings every month , Most of the participants were heads of departments , The next business plan will also be discussed at the meeting .

Does it sound very tall ！ Therefore, in the whole data analysis system , The position of business analysis is quite high , Second only to industry analysis （ Here's the picture ）.

Two 、 How to do business analysis

Generally speaking , Enterprise management , Namely ： Do business with money . Set the responsible department , Ready to invest , Then produce results . So I want to analyze the business status , You have to put these business process information , Into something that can be measured with data .

Concrete , It consists of five basic parts ：

• Responsible department ; Who is responsible for operating indicators ？
• Business objectives ： What indicators are used to evaluate the results ？
• Mission time ： How long will it take to achieve the goal ？
• Resource input ： How many resources are available ？
• Business status ： How many goals have been achieved ？ How far is it from completion ？

With these five parts , Can clearly show the quality of the current operation , So as to promote the next decision .

Be careful ： In business analysis ： The goal is the core . Objectives include what indicators to assess , How much to do , Both of them are indispensable . The goal is clear , How to sort out the current situation , How to disassemble process indicators , All clear . This must be done .

3、 ... and 、 Build a business analysis system

Look at a simple question ： The Sales Department of an Internet factory , The main responsibility is to sell advertising services , Let the customer recharge , Then choose advertising products （ Consumption recharge amount ）. It has 5 Two groups are responsible for customer sales in different industries . If the customer is a newly developed customer , A series of service contracts need to be signed . If it's a regular customer , Just recharge and consume directly .

Assume ：

• The Department assesses two KPI indicators ： Number of new customers , The amount of advertising expenses consumed by the customer
• The department needs to develop 12w A new signing customer
• The department needs to contribute to customer consumption 6000w above
• This department is mainly devoted to human resources , Yes 100 Sales headcount

ask ： How to build a business analysis system

First step ： hold KPI indicators , Break down to month , To track target completion in the process , Provide judgment basis （ Here's the picture ）.

The second step ： hold KPI indicators , Break down into departments , Clarify the responsibilities of each department （ Here's the picture ）.

The third step ： Monitor the achievement of overall objectives , Expected completion results , So as to prompt the question （ Here's the picture ）.

Step four ： Using structural analysis + Trend analysis , find 5 In the sub departments , Which department has a bigger problem （ Here's the picture ）.

Here are some common scenarios ：

• All are poor （ It means that the environment may be bad ）VS Local poor （ It means only part of the problem ）
• The vanguard is bad （ It means that the growth potential is exhausted ）VS The little brother is very bad （ It means that vulnerable groups are not motivated ）
• Persistent difference （ It means that there are deep-seated problems ）VS Occasionally bad （ It means that there are important factors in the short term ）

These scenarios , Through structural analysis + Trend analysis , This leads to more in-depth analysis

Step five ： carding KPI The generation process of indicators , Set process indicators . Use process indicators , Simple diagnosis ： Where does the problem come from , Which direction should we improve .

In this topic , Two KPI The generation process of indicators is different , Therefore, it needs to be combed separately . For example, new customers , Need sales people to make strange visits , From a large number of clues , One by one . But old customers have gone through the previous process , So pay attention to its recharge 、 Just launch （ Here's the picture ）.

After combing , Goals can be broken down into process indicators ：

New subscribers = Number of clues * Contact success rate * Contract conversion rate

User consumption amount = Number of users with recharge * There is a proportion of delivery behavior * Average amount per order

Use these indicators , Further diagnosis can be made ： Which link causes the goal not to be achieved .

With the above five steps , A simple business analysis system is established . however , These operating data , Leaders watch every day , More problems often arise , Therefore, more complex requirements are often put forward .

Four 、 Difficulties in business analysis

Be careful , The above describes the five basic parts of business analysis . actually , Leaders Always Dissatisfied with the business analysis report , I always feel that I should be able to analyze deeper things . Including but not limited to ：

• What impact does the external environment have
• What impact does internal policy have
• What is the impact of user needs
• What is the impact of multi factor superposition

All in all , The wind blows , Everyone just wants to see ： Whether it has an impact on the operation . These analyses , He often makes his friends confused , Lament ： How to do business analysis ！

actually , These problems are not impossible , It is ： Answer detailed questions , Not just a few macro operating figures . Answer these detailed questions 、 Cross influence , Need external environment 、 Sales promotion activity 、 User behavior 、 The user needs 、 Employee status, etc , Split theme , Do detailed analysis . Or just take GMV=UV* Conversion rate * Customer unit price , Four indicators , Can't solve such a complex problem .

5、 ... and 、 How business analysis goes from simple to deep

Suggest ： Business analysis report , Focus on five things

• How much is the goal actually achieved , Who did well , Who did badly ？
• Bad job , It's occasionally unfinished , Still haven't finished ？
• Well done , It's done well occasionally , Or the trend has been good ？
• Good and bad are equal , Whether the goal can be achieved as a whole ？
• If not , Whether there are additional resources to invest ？

such , Leaders can arrange troops based on the results of business analysis , Reasonably arrange resource input , Change when it's time , If it's time to increase the size, increase the size , When you apply for foreign aid, apply for foreign aid . If you encounter details , From the overall business analysis report , Split out analysis topics , such as ：

《 Topic of external environmental change 》

《 User feature analysis topic 》

《 Special topic of sales quality analysis 》

such One thing at a time , solve the problem