RINAPE :: Volume #9

#842: How money must spend

LNMTL needs user funding to survive Read More

Ding Zhenglin although is Sequoia comes out, but he analyzes the issue the viewpoint to be objective. 丁正林虽然是红杉出来的,但他分析问题的观点非常客观。 To the internet industry, Sequoia truly too awesome. 对互联网行业来说,红杉确实太牛逼。 If nothing else, is only he in the investing enterprise, succeeds the enterprise number of going on the market to break through 200, this ability may be called in the venture capitalists domain goes against heaven's will. 别的不说,光是他在投资企业中,成功上市的企业数量就已经突破了200家,这个能力在创投领域堪称逆天。 If a venture capitalists company invests the success that an enterprise makes, can say that the vision of this venture capitalists company is very accurate or the strength is quite strong, but if he invests several hundred enterprises, majority is successful, that certainly is because his strength is extremely strong. 如果一个创投公司投资一家企业做的成功,可以说这个创投公司的眼光很准或者实力比较强,但是如果他投资几百家企业,大部分都做得很成功,那一定是因为他本身的实力就极强。 First, if does the strength, how globally invest several hundred enterprises slightly inferior? 首先,实力如果稍微逊色一点,怎么在全球范围内投资几百家企业？ Next, in several hundred enterprises, having half can successfully go on the market, but do not think that other half of investments were defeated, what just the opposite is, in the other half of investment, some most Sequoia successfully make money and move out. 其次,几百家企业里,有一半能成功上市,但千万不要以为另外的一半投资就都失败了,恰恰相反的是,另外一半的投资里,有大多数红杉都成功赚到钱、全身而退了。 Sequoia not only excels in the capital domain plays long-line, excels in the capital domain makes the short line, for example: With 10 million invest A rounds of one company, occupies the stock 20%, estimate value 50 million, when company B rounds or C rounds of financing time, Sequoia had achieved five estimate value of this company hundred million, stock although in hand undergoes 12 rounds of dilutions, but can also retain more than ten percentage points at least, if at this time Sequoia did not hold a favorable view and wants get out on the prospect of this company, can rely on them the first leverage power in A rounds of financing agreement, with big several million moved out directly, perhaps this family/home company on had died before next round financing, Venture Capital fund that cannot leave promptly. Throws away carelessly completely, but Sequoia actually, leverages and leaves through own short line operation promptly to leave, made several million profits on this company. 红杉不仅擅长在资本领域玩长线,更擅长在资本领域做短线,比如:用一千万投资一家公司的A轮,占股20%,估值五千万,等到公司B轮或者C轮融资的时候,红杉已经把这家公司的估值做到了五个亿,手里的股份虽然经过一两轮的稀释,但最起码还能保留十几个百分点,这时候红杉如果对这家公司的前景不看好、想下车,就可以凭借他们在A轮融资合同里的优先套现权,直接拿大几千万全身而退,或许这家公司在下一轮融资之前就已经死了,没能及时抽身的风投资金全部打了水漂,但红杉却通过自己的短线操作、及时套现、抽身走人,在这家公司身上赚取了几千万的利润。 If to make money to weigh a success of project, calculates that the Sequoia success ratio was higher, enterprise half that he invests can go on the market, the other half also majority makes money, the overall success ratio is extremely high. 所以如果以赚钱来衡量一个项目的成功,这么算下来的话,红杉的成功率就更高了,他投资的企业一半可以上市,另外一半也大部分都赚钱,整体成功率极高。 This extremely high success ratio, not can support by the luck and vision, depended is completely the strength. 这种极高的成功率,不是靠运气和眼光就能支撑的,靠的完全是实力。 Li Mu as uses all might many years of jobholders in internet, so many years big famous metropolises to the Sequoia has hearing, even some personal experiences. 李牧身为在互联网摸爬滚打多年的从业人员,这么多年对红杉的大名都颇有耳闻,甚至还有一些亲身经历。 A company that previous life, he once worked, was thrown A by Sequoia rounds and B rounds, finally is also Sequoia acts, packed one and to sell to a central enterprise group the company at a high price, the Sequoia success leveraged the later racket the buttocks to walk, Boss Li Mu's also leveraged, the remaining their group of senior staff, Li Mu do not want to resign, what didn't expect was, after was incorporated by the central enterprise, the central enterprise sent one not to understand the internet eldest child to assume personal command, every day indulged in fantasy proposed that various brain remnant ideas, changed all the time only to compel Li Mu to resign actively., Walks even the one cent compensation has not attained. 上辈子,他曾经工作的一家公司,就是被红杉投了A轮和B轮,最后也是红杉出面,把公司包装一番、以一个高价卖给了一家央企集团,红杉成功套现之后拍拍屁股走了,李牧的老板也套现走了,就剩下他们这帮老员工,原本李牧也没想辞职,但没想到的是,在被央企收编之后,央企派了一个根本不懂互联网的老大过来坐镇,每天异想天开的提出各种脑残想法,朝令夕改逼得李牧只能主动辞职,走的时候连一分钱补偿都没有拿到。 To a certain extent, Li Mu once was by the person who the Sequoia indirect pit crosses, but is so, more knows at heart this enterprise the place of awesome, can play to spend absolutely the capital, therefore Li Mu also favors at heart taking the Sequoia money. 某种程度上说,李牧算是曾经被红杉间接坑过的人,但越是如此,心里越知道这家企业的牛逼之处,绝对能把资本玩出花来,所以李牧心里也倾向于拿红杉的钱。 However, the tendency is only a at heart intention, Sequoia although awesome, but Li Mu must synthesize many venture capitalists organization's own strengths, decides to Muye Science and Technology the offers and specific employment term. 不过,倾向只是一个心里意向,红杉虽然牛逼,但李牧还是要综合多家创投机构自身的实力、给牧野科技的报价以及具体的合约条款来定。 It looks like in Li Mu, any capital including Sequoia, investing Muye Science and Technology must accept several prerequisites: First cannot any form interfere with the enterprise to operate ; Next cannot any form invest direct competitor of Muye Science and Technology in industry ; Again, before successful listing, cannot leverage. 在李牧看来,包括红杉在内的任何资本,投资牧野科技必须答应几个前提条件:首先不得以任何形式干涉企业经营;其次不得以任何形式投资牧野科技在行业内的直接竞争者;再次,成功上市之前不可套现。 Therefore, Li Mu said to Ding Zhenglin: „Can elect to make Sequoia to discuss, simultaneously again other approximately several overseas venture capitalists organizations, notified them, those approved the Muye Science and Technology market value to be higher than 100 hundred million RMB, everyone can sit to discuss, if did not approve, saw does not need to see.” 于是,李牧对丁正林说:“可以选约红杉来谈一下,同时再约几家其他的海外创投机构,跟他们打个招呼,凡是认可牧野科技市值高于一百亿人民币的,大家都可以坐下来谈,如果不认可的,就连见都不用见了。” It looks like in Li Mu, the Muye Science and Technology eye starts to grasp such powerful resources, basic plate simply good make the blood boil, moreover in the China internet industry, its advantage is more obvious, such good card, if 10 billion estimate values do not approve, necessity that such capital has not truly met. 在李牧看来,牧野科技眼下手握这么强大的资源,基本盘简直好的令人发指,而且在华夏互联网行业里,它的优势就更加明显,这么好的盘面,如果连一百亿估值都不认可,那这样的资本确实没有见面的必要。 Ding Zhenglin nods, said with a laugh: „Capital relates this me familiar, quite well-known venture capitalists organization I quite understood, can find key person in charge directly, this matter I follow up, have the result to report with you immediately.” 丁正林点了点头,笑着说:“资本关系这一块我最熟悉,比较知名的创投机构我都比较了解,能直接找到关键负责人,这件事我来跟进,有结果了立刻跟您汇报。” „OK.” Li Mu slight nod: „You are responsible for giving the capital industry dissemination news, has to meet the condition, asks me to make the time face-to-face talk.” “OK。”李牧微微点头:“你负责给资本行业传播消息,有符合条件的,找我约时间面谈。” Kong Lingyu saw Li Mu to prepare for must with that capital met, then could not bear ask one: „Boss, if our estimate values are 10 billion ranks, how many our financing scales probably are?” 孔令宇见李牧已经做好了要跟资本方面碰头的准备,便忍不住问了一句:“Boss,如果我们的估值是百亿级别的,那我们的融资规模大概是多少？” Li Mu said: „My plan is the existing shareholder overall sells 10% in proportion, therefore financing scale definitely over 1 billion Yuan.” 李牧说:“我的计划是现有股东整体按比例出让10%,所以融资规模肯定在十亿元以上。” Kong Lingyu subconscious asking: „What do we want so many money to come to make?” 孔令宇下意识的问:“我们要这么多钱来做什么？” This saying, others also look to Li Mu. 这话一出,其他人也都纷纷看向李牧。 Yes, do we ask for money to do? 是啊,我们要钱来干嘛？ The Muye Science and Technology present team scale is very big, the operation cost is not low, because the value-added service of YY does is good, Happy Farm this attracts Kinley, is matching the YY Game Hall income, the overall cash flow is healthy, does not take the capital to come, everyone can also this big outdoor shop career operation unusual is good, therefore Li Mu wants to finance at this time, what asking for money to make to be essential? 牧野科技现在的团队规模很大,运营成本也不低,但是由于YY的增值服务做的太好,还有开心农场这个吸金利器,搭配着YY游戏大厅的收入,整体现金流非常健康,不拿资本进来,大家也能够把这一大摊子事业运营的非常良好,所以这时候李牧想融资,要钱来做什么非常关键？ Saw that so many people are staring at themselves, Li Mu shows a faint smile, says two characters: „Burns down.” 眼看这么多人都盯着自己,李牧微微一笑,说出两个字:“烧掉。” „Burns down?” “烧掉？” „Right, burns down!” “没错,烧掉！” Li Mu said categorically: „Over 1 billion Yuan financing scale, within one year must burn down completely, as for burning where, my temporary idea is: The globalization at least accounts for 50%, the new business research and development and development account for 30%, the R & D team accounts for 20%.” 李牧斩钉截铁的说:“十亿元以上的融资规模,一年之内要全部烧掉,至于烧在哪里,我暂时的想法是:全球化至少占50%,新业务研发与拓展占30%,研发团队占20%。” „Globalization at least accounts for 50%”, everyone understood. 一句“全球化至少占50%”,大家心里就都明白了。 The Li Mu's globalization idea, aimed at Tencent the war of seizing base with before, the main purpose was to evade its point and doing something secretly, how can achieve the globalized goal as for YY, Li Mu has set the core strategy, made trump card with social games, first in overseas market absorption user, and in social games this carrier, influencing subtly made the user save and develop own personal connection. 李牧的全球化构思,和之前针对腾训的夺基之战一样,主要目的都是避其锋芒、暗渡陈仓,至于YY如何才能实现全球化的目标,李牧早就定下了核心战略,还是拿社交游戏来做杀手锏,先在海外市场吸收用户,并且在社交游戏这个载体内,潜移默化的让用户去积攒和发展自己的人脉。 Happy Farm English-language version Town-Of-Paradise( Town of Paradise) the present has developed, how next step pushed to the overseas market this Game. 开心农场的英文版本Town-Of-Paradise(天堂小镇)现在已经开发完毕,下一步就是如何把这款游戏推向海外市场了。 Kong Lingyu one hear of Li Mu must at least put out C rounds to finance more than 50% funds to make the globalization, asked him: „Boss, since so many funds deploy, our next step globalized strategies also do need to make certain adjustment?” 孔令宇一听李牧要至少拿出C轮融资一半以上的资金去做全球化,不禁问他:“Boss,既然有这么多的资金部署进来,那我们下一步的全球化战略是不是也要做一定的调整？” Li Mu shakes the head: „Opens up the perspective with Happy Farm, money were many, brings to throw the promotion, to throw the operation.” 李牧摇摇头:“还是用开心农场去打开局面,钱多了,就拿来投推广、投运营。” Saying, Li Mu is also detailed a introduced: „Promotion is burns the money quickest one way, money many words, can throw some online and offline advertisement in the overseas market, this is the most direct promoted way ; As for the operation, everyone can the deductive thinking, how with certain cost, achieve when the time comes is far higher than the effect of cost.” 说着,李牧又详细介绍道:“推广就是烧钱最快的一种方式,钱多的话,就可以在海外市场多投一些线上、线下的广告,这都是最直接的推广方式;至于运营,大家到时候就可以发散思维,怎么样用一定的成本,达到远高于成本的效果。” „For example: Our Happy Farm after the overseas market goes on the market, can in the overseas market continuously does the player compete, making the user go all out to develop own small town, within the given time synthesizes points best achievement, the winner can obtain the cash prizes of several tens of thousands of USD, such competition every week one round ;” “比如:我们的开心农场在海外市场上市之后,可以在海外市场连续不断的搞一搞玩家竞赛,让用户拼命发展自己的小镇,规定时间内综合点数最好的获胜,胜者可以得到数万美元的现金奖励,这样的比赛每周一轮;” „For example, we can act according to the Western culture again, does some special missions and activities, for example: Halloween plants the pumpkin duty and Thanksgiving Day to raise the turkey duty, Christmas plants the Christmas tree duty, each special mission has the concrete competition reward, can be a car(riage), can be a entire family travels, can be the rewards of cash or other ways, in brief In short, in hand rich, so long as money spends has the effect, we can the going flower without any scruples.” “再比如,我们可以根据西方文化,去搞一些特殊任务和活动,例如:万圣节种南瓜任务、感恩节养火鸡任务,圣诞节种圣诞树任务,每个特殊任务都有具体的竞赛奖赏,可以是一辆车,可以是一次全家旅行,也可以是现金或者其他方式的奖励,总而言之一句话,手里有钱,只要钱花的有效果,我们就可以毫无顾忌的去花。” Kong Lingyu one hear, is flabbergasted at heart secretly, the confidence of Li Mu to Happy Farm was really full, the words then, most of funds actually must pound on Happy Farm this Game, really can guarantee steadily? 孔令宇一听,心里暗暗咋舌,李牧对开心农场的信心真的是太足了,这么说来的话,大部分的资金其实还是要砸在开心农场这款游戏上,真的能保稳吗？ At this time, Li Mu also said: „Right, a matter, I have been thinking, Happy Farm could have the client side? In the future our Game construction will be getting bigger and bigger, the element are getting more and more, various duties and plots are also getting more and more rich, if takes the carrier by flash, in the future will be getting more and more troublesome, the loading reverberation of material is also getting more and more serious to our server band width request, with its this, we might as well its terminal migration, in this case, high that not only the Game whole finesse can promote, the Game speed and oppression to the band width can also reduce.” 这时,李牧又说:“对了,还有一件事,我一直在想,开心农场是不是可以出个客户端了？未来我们这款游戏的架构越来越大,元素越来越多,各种任务和剧情也越来越丰富,如果还是以flash作为载体的话,往后会越来越麻烦,素材的反复加载对我们的服务器带宽请求也越来越严重,与其这样,我们不如把它端游化,这样的话,不但游戏的整体精细度可以提升的更高,游戏的速度和对带宽的压迫也可以降低许多。” Present Happy Farm is the solid page roaming, is page Game, page Game to put it bluntly, is the local area does not need to install any software and material, all materials online raise the request to load to the server completely, if often uses the same stage computer, the buffer can solve part of problems, but the user changes a computer every time, needs the necessary picture, sound and special effect material loads, with the unceasing promotion of Game material, test of this on the band width is getting bigger and bigger. 现在的开心农场属于实实在在的页游,也就是页面游戏,页面游戏说白了,就是本地不需要安装任何软件和素材,所有的素材全部在线向服务器提请求加载,如果经常使用同一台电脑的话,缓存能够解决一部分问题,但是用户每换一台电脑,都需要把必要的画面、声音以及特效素材重新加载一遍,随着游戏素材的不断提升,这个对带宽的考验越来越大。 However, if Game terminal migration, a biggest advantage is, a large number of materials can install the local area through the peaceful packaging, if similarly is a transcription, when the page roaming user enters this transcription, after the elements in all transcriptions basically want the online load, can start Game, but carries the roaming user to enter the transcription, most material direct local area transfer, reduced to the demand of band width, if meets the Game content to renew, so long as the client side completes a routine renewal, the material that will renew installs the local then genetic engineering, facilitates. 但是,如果游戏端游化,最大的一个好处就是,相当一部分素材都可以通过安装包安装到本地,如果同样是一个副本,当页游用户进入这个副本的时候,所有副本内的元素基本上都要在线加载之后才能开始游戏,但是端游用户进入副本,绝大多数素材直接本地调用,对带宽的需求量就降低了许多,如果遇到游戏内容更新,客户端只要完成一次例行更新,将更新的素材安装到本地即可一次性解决问题,方便至极。 Moreover, because the page roaming receives the limit of band width, buffer as well as memory, is very difficult to achieve fine, if compared with the fine degree, miss many compared with mostly several points roaming, not to mention these very awesome large-scale Game. 而且,由于页游受到带宽、缓存以及内存的限制,很难做到精细化,如果要比精细程度,要比大多数端游差出很多,更别提那些非常牛逼的大型游戏了。 Because Happy Farm the multiple edition corrections, increase the industry, map and good friend to trade as well as massive duty system, it no longer has been most basic, can only steal the vegetable/dish Happy Farm, it has drawn close in a network and promotion expansion version «Harvest Moon» now. 开心农场由于多次改版、增加产业、地图、好友交易以及大量的任务系统,它早就已经不再是最基本的、只能偷菜的开心农场了,它现在已经趋近于一款网络化、升级扩大版的《牧场物语》。 Because of this, the Happy Farm current Game content, connotation as well as playing is very big, supports it to transfer the end roaming from the page roaming sufficiently . Moreover, because the Happy Farm whole is fosters class Q version cartoon Game, therefore it cannot large-scale Game be so likely high to the request of picture, sound and special effect, even under the guarantee picture fine premise , the demand will also be lower than general Game, after terminal migration, the performance demand of volume and operation of entire client side also belongs quite lowly in the end roaming. 正因为如此,开心农场目前的游戏内容、内涵以及可玩性都很大,足以支撑它从页游转为端游,而且,由于开心农场整体是一个养成类的Q版卡通游戏,所以它对画面、声音、特效的要求不会像大型游戏那么高,甚至在保证画面精美的前提下,需求也会比一般的游戏低很多,端游化之后,整个客户端的体积、运行的性能需求在端游里也属于比较低的。 Although terminal migration will increase the usage cost of user, but Li Mu is very at heart clear, only has terminal migration, Happy Farm, or the Town of Paradise future development opportunities can the substantial breakthrough. 虽说端游化会增加用户的使用成本,但是李牧心里很清楚,只有端游化,开心农场,或者说天堂小镇未来的发展空间才能够得到质的突破。 ...... …… PS: Second delivers, it seems like after tonight must fight bravely to two points, since complied also to cash in again late!!! Continues to ask the monthly ticket!!! PS:第二更送到,看来今晚又要奋战到两点以后了,不过既然答应了再晚也要兑现！！！继续求月票！！！
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