経営コンサル日誌

NISHIコンサル日誌のバックナンバーブログです。

日記

片手落ちのリサーチは即死に直結する。

投稿日:

こんにちは。NISHIです。

ここ最近のメルマガでは、
セオリーと言いますか、
改めてコンサルの基本として、

視点や
原則や
ノウハウや
考え方など

をお届けしていますが、
やはり基本に立ち返ることは
「緊急でなく重要なこと」と
全く同じように、
「即役立たないが重要なこと」
のように思います。
なので、
今日もその線でいってみましょう。


これは
コンサルでも店舗系ビジネスでも、
たとえインフォ系のビジネスでも
その重要性は全く変わりませんが、

リサーチが手薄、片手落ち
——————————–

なケースって、
意外に多いんだなあと思いますね。
それがたとえ、
「少なくない額の投資が絡む」
場合であったとしても、です。


先日、
たまたま知り合った税理士さんと
話をしていたのですが、
その話題は「飲食店の出店」に
関するお話。

とある大阪の中心地。
中心地といえど、
やはり「エリア」は分かれていて、
飲食店が軒を連ねるエリアもあれば、
飲食店が全くと言っていいほどない
エリアもある。当然ですね。

後者は一見「空白地帯」ですが、
空白地帯には空白地帯である所以、
それなりの理由があるわけです。

このエリアにおける
「空白地帯たらしめる所以」は、

昼間人口は多いが
夜間人口は全くといっていい程ナシ、

という至極単純な所以なんです。
オフィス街の典型のようなエリア。

これ、
普通に足を運んでリサーチしていれば
すぐにわかることですよね?

夜間人口が極端に少ない地域で、
夜間メインの飲食店を開業するリスク。
これがどれほど高いかは、
よく考えなくてもわかるはず。

でも、「光」を見ちゃうんですよね。
「光だけ」を見てしまう。

その「光」とは何かというと、
「たった1店舗の成功事例」なんです。

空白地帯とはいえ、夜間人口は少ない。
そんな厳しい環境の中で輝く繁盛店。

それ、よほど「力」があり、
よほど「工夫が集積され」て
いるわけですよ。並大抵のことではない。

つまり、
勝ち戦になる確率は低く、
負け戦になる確率が高い案件だと
いうことです。

ここからわかることは、
1つ、まずは実際に足を運ぶなど、
あらゆる手を尽くしてリサーチする事。

かのタリーズコーヒーの創業者も、
確か出店予定地の前の店に陣取り、
1週間ずーーーーっと通行人数を
カウントし、
客数の予測につなげていたという
話を本で読んだ記憶があります。

ですから、
昼間人口と夜間人口が全く違う、
といった超基本的な確認事項を
怠っているとしたら、
それは即死に直結します。

そしてもう1つは、
「成功事例という光だけを見ない」
ということ。

光だけでなく、影も見る。
光が光である所以もあれば、
影が影になる所以もあるわけです。

では。

NISHI

-日記

執筆者:


  1. Ellie より:

    Inmfaortion is power and now I’m a !@#$ing dictator.

  2. (Im the guy with the comment 10 mins ago)Also, awesome on Lances electrical tape on his 610. I have a 610 and the pin came out (not the first time…) as I was crossing the San Luis bridge coming back. I actually had to stop on the bike to fix it, in the middle of the bridge! Very annoying, otherwise its the best running watch I’ve ever owned. Any real solutions to this?

  3. Kijana wangu, mambo ya ngoswe muachie ngoswe. unasema Al Qaeda hawana akili, unajua wanachopigania? Kwani kupanga mashambulizi katika maeneo tofauti yote yakafanikiwa licha ya ulinzi mkali uliopo Uingereza sio akili?

  4. Quite possibly your best post ever. My self-declared Glossary Memorial Day weekend has just now morphed into a Glossary / Faces doubleheader…

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  6. worked like a charm, thanks; one thing, though – if you are using acrobat 9 (windows), look not under the General tab but the Documents tab from within Preferences

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  8. Interesting post, but you are wrong that the only solution is wisdom. Free people from oppression and the feeling of utter hopelessness and they will not seperate themselves from the particular in a way that allows them to kill themselves and others.

  9. i would like to see you try those tint moisturizer make up on you. teach me how to apply step by step..i would like to compare from zero till the end, could you show and create a vid dedicated to the ppl out there and for me aswell.many thanks in advance..

  10. Lo que pasa en casa es que todas las “urgencias”, necesidades, cosas para imprimir, confidencias y demás, surgen precisamente a partir de las 8 de la noche. Y ya me harté. La oficina mamá, cerrada a esa hora.

  11. Something must have gone very wrong when I clicked your link. What came up was a South Korean movie but something else. Weird. I need to investigate The Scent of burning grass, thanks for telling me.

  12. Ooh, lots to look at there, must get myself a drink and a cush­ion to curl up on! John Bar­row­man — um, I’ll pass thanks — I might OD on jazz hands! Good grief, the man will put his name (and his giant smile) to any­thing, won’t he?! Belinda McCarthy´s last [type] ..

  13. Oh my goodness, this is a fabulous post Tiffany!!! Amen to your words. You may think that you have difficulty expressing yourself in words but you do so so eloquently. Bravo! Your photos are scrumptious.HugsDiana

  14. À Dudu ritDevant Devos, rien à faire. On reste sans dessus dessous. Bref, comme on dit en Canada, on est « des tout-nus »!

  15. Ended up on 5750. I’m going to clean up the dishes and then get to bed. We’re probably going hiking tomorrow and I don’t want to be sleep deprived.All in all, a deeply satisfying day of writing.Bev – Hope you enjoy your 10K Night. Fear of Writing recently posted..

  16. WOW!! I love this card! Your coloring is amazing!! I love the colors you chose for your card and those tickets are so cool!! Did you use your silhouette to cut those?

  17. Super congratulations again … ahh such a beautiful name. Your family looks so happy and perfect. Well done :] All the love in the world to all 3 of you xoxo

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  20. I am committing to learning what it means to “Be Childlike”. Specifically in my cross country team, I am a captain and have been struggling with a seemingly problematic team and co-captains that don’t seem interested in making anything better. My goal is to listen and to give everything up to God, who is the one in charge, the real captain/coach, and, Father Mother.  |  

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  23. Israel is going to have borders with Arabs somewhere, and it won't be far from Israels major urban areas. From wherever they are the Palis will launch rockets. Gaza is as good a palce as any.My favorite Gaza idea is to have the Egyptians offer the Copts a refuge in Gaza, and move the Muslims to where the Copts are now.

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  29. Élizabeth ne manque pas d’humour en décorant Nicolas de l’ordre du Bain après son plongeon dans les sondages et la douche froide des municipales.Si elle ne lui a pas conféré la Jarretière c’est peut-être parce qu’elle n’aurait pas été amused de voir dans sa presse quotidienne des photos de Carla en porte-jarretelles.

  30. “shiny nu’nseamnă È™tiință, staniol È™i licurici nu’nseamnă È™tiință,”Bine spus, dar nu conteaza. Bani sa iasa.Ce a facut apple e “stiinta economica”, “business administration” la superlativ, turbo. A combinat anumite progrese, posibilitati tehnice ca sa faca un produs nou vandabil sutelor de milioane de oameni, produs ca s-a pliat mai bine pe nevoile lor.Nici Facebook nu e stiinta.

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  36. Wow! Jeg er så imponert over hva hav får til han mannen din altså! Min er flink til mange ting, men 'handy' er han ikke, er nesten så jeg bare gjør det selv i stedet for å spørre om hjelp til prosjektene mine ;)Klem og en fin onsdag til degSigne

  37. Att rasister och mobbare varit utsatta för kränkningar själva, ger dem knappast rätt att utsätta andra för det. AngÃ¥ende min intelligens eller dumhet sÃ¥ är det riktigt roligt att bli bedömd av okända människor. Särskilt när dina egna kommentarer inte vittnar om landets högsta IQ…

  38. a sprain is not a tear….still hurts and hinders your ability to walk / run / throw, but still, not a tearIf it is, I’ll have to question my ortho doctor and the MRI I just had.Also, Paul Rudd cures kitten cancer and the Bears haven’t been good since the 80′s.

  39. now?”On the other hand, I definitely do not trust what Thio, Lau and gang. Why wait years or months before raising the issue, and only after the (attempted) takover of AWARE? Why the stealth? If they really had a case, why didn’t they just bring it up with AWARE and with MOE?

  40. mayo 23, 2012 a las 6:48 pmHOLA!!!:..Ya me funciona bien!!!!SOLAMENTE QUE, ALGUNOS EQUIPOS DE LA PRIMERA DIVISION, NO TIENEN BIEN SUS NOMBRES NI SUS JUGADORES!!!Instale todo al PIE DE LA LETRA…Cual es la solucion? Responder

  41. I tried these out recently and I liked them. Ill probably wear them more often post-run than while running though, because (1) the research, at least some of it, suggests that compression socks are more effective post-exercise than during and (2) although I wouldnt say they are ugly, they do seem a bit 1970s.

  42. Justin, thank you for sharing your story. I’m in a place of sorting these things out, and I’m learning a lot about how to respond to family members who surprise me. Statistically speaking it’s likely one or more of my children is gay, and I’m working to provide a loving and safe environment for them, no matter where and how their lives go. Your story of your family’s love means a lot to me.

  43. But when it comes to the Middle East, his policies were terrible.Understatement of the last two century’s. Face it DKL, Reagan created Osama bin Laden, supported him in the war with the Soviets and then left him and his buddy’s for dead. Think that had anything to do with their war against the US? It’s kind of poetic how its come full circle – Reagan gives weapons to our eventual enemies – they attack us – Bush Jr. uses that attack to propel us into a war costing thousands of lives and trillions of dollars. You can’t write this stuff…

  44. I made the short list! I’m with Alon, though–there are a lot of hawt atheist bloggers out there, from both sexes. Some of the poster boys/girls of atheism aren’t so bad either: I wish I had Sam Harris’ rugged looks, and Ellen Johnson and Ayaan Hirsi Ali are both beauties. I’m straight, but I have to acknowledge John Hamer’s good looks (the way I do for Johnny Depp and Keanu Reeves). Too bad I clicked immediately on chanson. 😛

  45. Folkert zegt:Beste Jan-Joris, vaak passen deze wel, maar het resultaat varieert. Dit is afhankelijk van de machine en jouw verwachting. Bij Ascaso gaat het redelijk goed, maar het resultaat met een echt ese filter is altijd beter.. Ik beschrijf het resultaat in een eenkopsfilterbakje als deze het redelijk doet als een kleine zeven: meestal dunne crema, met een redelijk tot goede smaak…

  46. Now that is one fat cat. Hope he slims down before venturing out into the streets – at his current condition he’ll be no match for the (Malaysian) neighbourhood toughs.Good weekend!

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  48. “The volcano on the West Antarctic Ice Sheet began erupting some 2,000 years ago and remains active to this day.”No, active means geologically active. Eruption means eruption. There’s a big difference, but an active volcano is still transferring heat to the surface.

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  50. Hej Kaj! Självklart så kan jag komma till Oskarshamn nån dag. Du kan väl maila mig så kan vi bestämma någon dag

  51. Let me add, the question of Syria or Lebanon or Egypt or Saudi Arabia is quite secondary to Iranian nukes. Iran’s nukes alone can in an instant, from Lebanon or Sryian territory, destroy Israel.Therefore it is that threat that Israelis will address first, in my view.

  52. deliziosa!io non ho ancora un libro di Marta:P mannaggia..dovrò provvedere…per il sogno….mmm….sicuro che non hai mangiato pesante la sera prima?:Dma si, consoliamoci con questa bellezza!

  53. “- WooJung still remains happy in bliss.”that’s what i’d like to know, hehee oh i hope eunjung gets well soon. hope t-ara have a great comeback!!! i cant wait >__<!

  54. Thanks for this post. I definitely agree with what you are saying. I have been talking about this subject a lot lately with my brother so hopefully this will get him to see my point of view. Fingers crossed!

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  58. “Si bien la derrota oficialista es evidente; dista mucho de una “debacle”,No engañes, no mientas mas, por eso la Udi sufrió tamaña derrota y debacle. Porque la Udi miente¿algunos malos resultados en las denominadas comunas emblemáticas.?no mientas masPerdieron todas las emblemática, no algunas…TODAS.

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