Help projects move from "being introduced" to "being understood and connected"

In the entrepreneurship and investment market, it often takes a long process for a company to truly enter the industry's field of vision.

From the birth of the product to finding the first batch of customers; from the validation of the business model to achieving steady growth; from the first contact with investors to entering the sight of industrial partners — for most entrepreneurial projects, the real difficulty is not "telling a story", but how to make different people quickly understand the value of the project with limited information.

Especially for early-stage projects, a BP, a roadshow or an offline introduction can only reach a limited number of people.

What a project really needs may be a more open, professional and continuous way of expression.

Based on this demand, 36Kr launches "Project Recommendation".

What it hopes to build is not just a project release entrance, but a project content and discovery mechanism that connects project parties, investors, industrial parties, FAs, parks, incubators and industry service institutions.

Through structured information collection, AI-assisted content generation and manual review mechanism, 36Kr hopes to help more projects complete the transformation from "I introduce myself" to "the industry can understand me".

I. There are a large number of projects, but few of them are truly easy to understand

Today, there is no shortage of entrepreneurial projects.

New products, new technologies, new brands and new business models are emerging constantly, and new entrepreneurs are continuously emerging in various niche industries.

However, for investors, industrial parties and even potential customers, the more information there is, the higher the screening cost will be.

What problem exactly does a project solve? Why do customers need it? What stage has the product reached? What is the real business progress? What is the difference between it and the existing solutions in the market? Why does the team have the opportunity to make this happen?

These questions truly determine whether a project is worth further understanding.

In reality, many entrepreneurial teams do not lack content, but lack a systematic organization.

Some projects devote a lot of space to technical parameters without making clear the business value; some projects have good customer cases, but lack complete business logic in the materials; there are also some projects that have made phased progress, but it is difficult for the outside of the industry to quickly understand them due to the lack of professional public expression.

There is often a gap that is not easy to cross between the value of the project and its expression.

What 36Kr "Project Recommendation" hopes to do is to help projects shorten this distance.

Through structured questioning, we sort out the key information of the project, such as products, team, customers, business model and development stage step by step, and then combine the content production capability to organize the originally scattered information into content that is more in line with the industry's reading habits.

The final presentation is not a simple "project self-introduction", but a project content that can help external readers quickly build cognition.

II. Starting from one submission, to give the project a more complete public expression

For entrepreneurial teams, it is often not easy to introduce the project to the public for the first time.

Enterprises are familiar with their own business internally, so a lot of information is "self-evident" in the eyes of founders, but for people who come into contact with the project for the first time, the necessary background may be missing.

Therefore, "Project Recommendation" structures the project submission process.

Project parties can submit information around the basic situation of the enterprise, products and services, target customers, industry market, business model, competitive advantages and development stages.

In this way, project parties do not need to conceive a complete article from scratch, but first make clear the real situation of the project.

Subsequently, AI can participate in information sorting and draft generation to help reduce the time cost of content production.

But AI is not the end of the whole process.

The project content still needs to go through manual review.

Because the core of project content is not rhetoric, but authenticity, logic and information value.

AI is suitable for processing a large amount of information, sorting out expressions and improving efficiency; manual review is responsible for content boundaries and basic quality.

After the combination of the two, project parties can complete a relatively complete public expression with lower communication cost.

III. A piece of project content can also become a long-term precipitated brand asset

Many startup companies will repeat one thing at different stages:

Sending BPs to investors, introducing products to customers, sending company materials to industrial parties, and explaining business models to partners.

Each communication requires reorganizing the language.

However, if the enterprise already has a relatively complete set of public content, these communications will have the opportunity to become more efficient.

For project parties, the sorted project content can become part of the enterprise's external introduction system.

It can help investors quickly understand the project, and can also be used as a public information reference when FAs, industrial parties, parks and partners further introduce the project.

This is especially important for startups in the early stage of brand building.

Enterprise brand cognition does not only come from advertisements.

A professional industry report, a clear project introduction, and a piece of public information that can be understood by the outside world are also building market cognition.

Therefore, "Project Recommendation" does not only solve the problem of "whether to publish an article today".

More importantly, it helps projects gradually form their own public content assets.

IV. Bring the project into a larger industry context

The real value of a startup project rarely exists only in the project itself.

A company that provides enterprise services may correspond to new changes in enterprise digitalization;

A company that develops AI applications may represent that a traditional industry is undergoing efficiency reconstruction;

The growth of a consumer brand may reflect the changes in the needs of the new generation of consumers;

A seemingly very vertical industrial project may also be solving a long-standing industry problem.

Therefore, the project content should not only answer "who we are", but also answer:

Why did this project appear now?

Why is the demand it solves worthy of attention?

What is the relationship between the changes it is undergoing and the whole industry?

This is also the value that 36Kr's long-accumulated content capability can provide.

Compared with simple information release, 36Kr is more familiar with the relationship between startups, the capital market and the industrial environment, and better understands the information that investors and industry readers really care about when reading a project.

What "Project Recommendation" hopes to do is to add such a layer of professional information expression between the project and the industry.

Let a project not only "appear on the web page", but be understood in the industry environment it belongs to.

V. Provide a new entrance for project parties as well as people looking for projects

The value of "Project Recommendation" does not only belong to project parties.

For FAs, it can become a content supplement in the process of project service, allowing projects to have an additional public expression channel in addition to BP, roadshows and private domain communication.

For investment institutions, it provides a content entrance to observe new projects and niche industry dynamics.

For parks, incubators and industrial service institutions, they can also let their high-quality projects gain more external recognition through project recommendation.

For industry readers, the project itself is also a window to observe industrial changes.

The new products that appear today may correspond to the market demand of tomorrow;

The business model that has just been verified today may become a new paradigm of industry competition in the future;

A startup company that is not large in scale today may also become an important participant in the industrial chain in the future.

What Project Recommendation connects is actually not a single content release, but the relationship between the project and more possibilities outside the project.

VI. We do not pursue to package every project as a "big project"

Project recommendation does not mean that all projects need to be packaged as "trend", "unicorn" or "disruptor".

On the contrary, being real, clear and having actual progress may be more important than a loud enough label.

A project can be in the early stage;

It can come from a niche field that is not popular;

It may not have completed large-scale financing yet;

It can even still be in the stage of continuous business model verification.

But it should have real products or services, clear business logic, and be able to answer why the project deserves further attention.

What 36Kr hopes to reduce through project recommendation is the cost of content expression and projects entering the industry's field of vision, rather than lowering the requirements for information authenticity and content quality.

What we prefer to see is:

Products that truly solve problems, markets that truly generate demands, teams that truly promote business,

And new opportunities that are gradually forming commercial value.

VII. Make one project submission the start of more connections

Entrepreneurship itself is a process of continuous connection.

Connecting customers, connecting talents, connecting capital, connecting industries, and connecting those who can help the enterprise continue to grow.

In this process, clearly expressing yourself is one of the prerequisites for getting connections.

What 36Kr "Project Recommendation" hopes to provide is such a more professional and lower-cost public expression entrance.

Project parties can start to organize their own stories from here;

FAs and institutions can supplement project services through this platform;

Parks and incubators can display high-quality projects through this channel;

Investors and industrial parties can also discover more ongoing changes from here.

We do not create non-existent value for projects, nor do we define every project as "the next trend".

What we are more willing to do is to sort out the products, capabilities, customers, progress and business judgments that the project truly has, so that it can enter the industry information flow in a clearer way.

Because for a startup project, the truly valuable exposure is never just "being seen".

It is to let the people who see it further understand it and take the next step.

A further understanding, an exchange, a cooperation, or even an investment judgment may all start from a clear piece of project content.

Submit your project to 36Kr now

If you are starting a business, or serving a group of noteworthy entrepreneurial projects, no matter you are a project party, FA, investment institution, park, incubator or industrial service institution, you can submit projects through 36Kr "Project Recommendation".

After the project information is reviewed, projects that meet the content requirements will enter the subsequent content production and release process.

If your project already has products, customers, technical accumulation, business progress, or is verifying a new industry opportunity, then now may be the time to seriously introduce it to more people.

Free project submission link:https://36kr.com/seek-report-new 

Contact email for 36Kr Project Recommendation: aireport@36kr.com

You can scan the QR code below to contact customer service~

Scan the code to add

Let the project make itself clear first.

As for how far it can go, leave the answer to the market.