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快看這家發(fā)展速度堪比谷歌的酸奶公司

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How do you get from zero to $1 billion in revenue in five years?

如何在五年內(nèi)使公司收入從零達(dá)到10億美元?
Google (GOOG) did it by organizing the world's information.
通過組織全世界的信息,谷歌(Google)做到了。
Facebook (FB) did it by making the world more open and connected.
通過讓這個(gè)世界更開放和聯(lián)系更密切,F(xiàn)acebook也做到了。
A hyper-growth trajectory, you might assume, requires a world-changing idea, brilliant programmers, and a Silicon Valley address.
你可能認(rèn)為,這種超速增長(zhǎng)需要能改變世界的創(chuàng)意、頭腦聰明的程序員和一個(gè)位于硅谷的辦公室。
Not necessarily. Hamdi Ulukaya borrowed $1 million to buy an 85-year-old factory in upstate New York, came up with a new recipe for an ancient product and took on Fortune 500 giants in a consumer category that most experts figured was locked up.
其實(shí)不一定。哈姆迪•烏魯卡亞借了100萬(wàn)美元,買下了紐約北部一家有85年歷史的工廠,并找到一種傳統(tǒng)產(chǎn)品的最新秘方,然后就開始在大多數(shù)專家認(rèn)為已經(jīng)飽和的消費(fèi)市場(chǎng)向《財(cái)富》美國(guó)500強(qiáng)公司(Fortune 500)發(fā)起了挑戰(zhàn)。
Five years after selling the first case of his Greek-style yogurt, Chobani, in October 2007, Ulukaya reached $1 billion in annual revenue. This kind of growth is unheard of, particularly for a startup, in the packaged-goods business—and rare in the tech world.
2007年10月,烏魯卡亞賣出了第一箱喬巴尼(Chobani)希臘酸奶。五年后,這家公司的年收入達(dá)到了10億美元。這樣的增長(zhǎng)速度前所未聞,尤其是對(duì)于包裝商品行業(yè)的一家初創(chuàng)公司來說——即使在科技行業(yè),這也非常罕見。
But Ulukaya has landed in the league of tech's fastest-growing companies--and can claim something that Facebook founder Mark Zuckerberg and Google's Sergey Brin and Larry Page cannot: He owns 100% of his startup.
但烏魯卡亞確實(shí)成功實(shí)現(xiàn)了科技行業(yè)增長(zhǎng)最快的公司所創(chuàng)造的奇跡,而且有一點(diǎn)連Facebook創(chuàng)始人馬克•扎克伯格和谷歌創(chuàng)始人謝爾蓋•布林與拉里•佩奇都要自嘆弗如:烏魯卡亞擁有這家公司100%的所有權(quán)。
On Saturday night in Monte Carlo, Ulukaya, 41, was named Ernst &Young's World Entrepreneur of the Year, copping the grand prize in a competition that pitted him against 48 entrepreneurs whom E&Y designated tops in their own countries. Ulukaya's win was a surprise only because many of the 1, 000 attendees at the professional services firms' annual confab guessed that the judges—successful entrepreneurs from across the globe—wouldn't bestow the top award on a U.S. founder. But Ulukaya, who emigrated from Turkey to America at 22, impressed the judges and everyone else with his up-from-nothing success story.
一個(gè)周六的晚上,41歲的烏魯卡亞從安永會(huì)計(jì)師事務(wù)所(Ernst &Young)挑選出的48名企業(yè)家中脫穎而出,在蒙特卡洛獲得安永年度全球企業(yè)家獎(jiǎng)(World Entrepreneur of the Year)。安永挑選的候選人都是在各自國(guó)家出類拔萃的企業(yè)家。烏魯卡亞的成功之所以令人吃驚,是因?yàn)閰⒓訒?huì)議的1,000名與會(huì)者中,有許多人猜測(cè),由來自各國(guó)的成功企業(yè)家組成的評(píng)審團(tuán)不會(huì)把這個(gè)獎(jiǎng)項(xiàng)授予美國(guó)創(chuàng)業(yè)者。而22歲從土耳其移民至美國(guó)的烏魯卡亞憑借其手起家的成功故事打動(dòng)了評(píng)審和所有人。
Over breakfast in Monte Carlo last Thursday, Ulukaya told me about growing up in a tiny village in eastern Turkey, working on his father's dairy farm and moving to the U.S. hoping to learn English and go to business school. New York City's hubbub overwhelmed him. So he moved upstate, took some classes at the Albany branch of the State University of New York, and started a wholesale feta cheese business called Euphrates.
最近在蒙特卡洛的早餐期間,烏魯卡亞跟我講述了他在土耳其東部一個(gè)小村子里的成長(zhǎng)故事,他在父親的奶牛場(chǎng)工作的經(jīng)歷,以及為了學(xué)英語(yǔ)和讀商學(xué)院而來到美國(guó)的過程。紐約市的喧嘩令他不知所措。于是他搬到了北部,在紐約州立大學(xué)(State University of New York)奧爾巴尼分校攻讀了幾門課程,并創(chuàng)辦了一家名為Euphrates的公司,做羊奶酪批發(fā)生意。
Everything changed one day, a decade later, when Ulukaya opened a piece of mail that said: "Fully equipped yogurt factory for sale." Defying the advice of cautious friends and advisers, he borrowed just over $1 million from the SBA and Key Bank (KEY) to buy the Breyer's yogurt factory that plant Kraft Foods' (KFT) was shuttering. He recruited four workers from the plant and a "yogurt master" from Turkey and started work on creating the best-tasting, highest-quality yogurt.
烏魯卡亞的人生在十年后的一天被徹底改變。那一天,他打開一封信,里面寫道:“出售設(shè)備齊全的酸奶廠。”雖然朋友和顧問都提出了謹(jǐn)慎的建議,但他依然從SBA和Key Bank銀行貸款100萬(wàn)美元,買下了卡夫食品公司(Kraft Foods')正準(zhǔn)備關(guān)閉的布雷耶酸奶廠。他從工廠里挑出四名員工,并從土耳其聘請(qǐng)了一名“酸奶大師”,開始創(chuàng)造最美味、最高品質(zhì)的酸奶。
Ulukaya has no serious business training, no corporate role models ("I never worked for anyone except my father.") and no investors except for himself. So it's natural that Chobani's strategy is based on instinct—the founder-CEO's. The organization is flat—"no layers," Ulukaya says. He employs 3,000 people in New York State and Idaho and at a dairy he bought in Australia. His corporate motto: "Nothing but good." From the start, Ulukaya has allocated 10% of Chobani's after-tax profits to philanthropy. Chobani's foundation is small but growing rapidly.
烏魯卡亞沒有接受過正規(guī)的商業(yè)培訓(xùn),也沒有可以學(xué)習(xí)的創(chuàng)業(yè)榜樣(“除了我父親,我沒有給任何人打過工。”),而且除了他自己,沒有任何投資人。所以,喬巴尼的策略自然是依靠公司創(chuàng)始人兼CEO的直覺。公司實(shí)行扁平化的組織結(jié)構(gòu)——“沒有層級(jí),”烏魯卡亞說。現(xiàn)在,公司在紐約州和愛達(dá)荷州,以及他在澳大利亞收購(gòu)的一家乳品公司,共擁有3,000名員工。他的公司口號(hào)是:“只要好的。”從一開始,烏魯卡亞就將公司10%的稅后利潤(rùn)投入到慈善事業(yè)當(dāng)中。喬巴尼的基金會(huì)雖然規(guī)模很小,但卻發(fā)展迅速。
A billionaire at least on paper, Ulukaya says he longs to inspire other entrepreneurs to do some version of what he's doing—that is, make real stuff in real America. "I want to help bring entrepreneurship back to small towns, or else wealth will be only on the coasts," he says.
如今,烏魯卡亞已經(jīng)是理論上的億萬(wàn)富翁,他表示自己希望能激勵(lì)其他創(chuàng)業(yè)者去做類似的事情——在真實(shí)的美國(guó)創(chuàng)造實(shí)在的事物。他說:“我希望幫助創(chuàng)業(yè)者們回到小城鎮(zhèn),否則財(cái)富將全部集中在海岸城市。”
As for the glamorization of the tech and social-media crowd, he adds, "Who says you have to be a certain way to be a cool entrepreneur?"
至于科技和社交媒體的光環(huán),他補(bǔ)充說:“誰(shuí)說必須要走某一條特定的路才能成為出色的創(chuàng)業(yè)者?”

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bestow [bi'stəu]

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vt. 授予,適用,利用

 
address [ə'dres]

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n. 住址,致詞,講話,談吐,(處理問題的)技巧

 
competition [kɔmpi'tiʃən]

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n. 比賽,競(jìng)爭(zhēng),競(jìng)賽

 
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