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Didi and her story
The creator of DiDi is Cheng Wei. In 2012 he created DiDi, which has a very similar concept to Uber and the rest of the alternatives.

At the time, Uber dominated the Chinese market, and Wei probably had no idea what he would accomplish with DiDi. An ambitious project, but with a road ahead that is far from easy.

For a long time the competition was fairly even. Both companies received considerable investments until an agreement was reached to merge, after this merger Didi Kuaidi was born. After the merger, the growth of the company was impressive in every way, becoming those who dominated the market.

DiDi vs. Uber
Uber tries to compete with DiDi in 2015. However, a year later the company announced that the competition was lost since the company was losing more than 1,000 million per year to be able to face DiDi.

After this, DiDi acquires the Uber division in China for 35,000 million dollars. Uber took over 5.89% of the company's shares. All this did was further reaffirm the DiDi's position in the market and take it to the top in a way that no one would have imagined. But all this is accompanied by a low price strategy.

DiDi and his story for the world
Although DiDi dominates China, it was not until relatively recently that it was announced that it would start operating in Mexico, Japan, Australia, Chile and Colombia. So the expansion plans for this company are on the table and possibly in the coming years it will be available in other countries.
As if this were not enough, the company invests in different competitors to get more users and obtain more income. It is currently estimated that the price of the company is around 50,000 million dollars.
Different kinds of services
The application has a section to choose what kind of service you want. You can go by DiDi Express or DiDi Premier with which you can choose the car with which you want to travel in case you are really demanding in this regard.

It also has another alternative called DiDi Luxe with highly experienced drivers and high-end cars. Although this service is focused on long journeys and they must be planned well in advance.
In a few words, DiDi started as a fairly basic but functional service that little by little not only expanded, but also grew to become the leader in China.

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KFC
Their beginnings were in 1939, when Sanders started with a restaurant in the city of Kentucky, with a fryer where he created and patented his well-known Original Recipe based on 11 spices. But the success it had achieved in sales lasted until the 1940s when a highway was built where the Colonel sold his famous fried chicken. As a result of this, he had to sell his premises, pay debts and declared bankruptcy.

His return to the market consisted of selling franchises of his recipe. Despite being rejected by many restaurants, one of them believed in this idea, opening its first KFC restaurant in 1952 in Utah. Within 10 years of opening the first restaurant, it had 600 franchises in the United States and annual revenues of $300,000. However, Colonel Sanders decided to sell the Kentucky Fried Chicken brand to a group of investors for $2 million, including a lifetime salary of $40,000 a year for being the face of the brand.

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For decades, Marvel was the undisputed leader of comics. However, in 1993 the market -the bubble- of comics collapsed and Marvel, which had entrusted the distribution of its products to intermediaries, was doomed to bankruptcy in 1996. But it knew how to reinvent itself and took advantage of the best assets it had. : the rights to the superheroes in its catalogue. And instead of bringing them to life with ink on paper, superheroes invaded the screens. Marvel managed to recreate in the cinema and on television a universe with interconnected productions. Just like he had done with the comics.

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General Motors

What was the world's leading car manufacturer for decades faced its worst crisis in 2007. With outdated products, production overcapacity and a global crisis in between, it had to declare bankruptcy in 2009. Fearing disaster, the The federal government was thus able to approve some loans for General Motors and entering as a shareholder as a guarantee. Today, General Motors is once again a 100% private group and is the third largest manufacturer in the world with 9.8 million vehicles sold in 2015.

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The well-known American sneaker brand has a long history.  Founded in 1908, it was a world leader in sports footwear.  With a wide variety of colors and models, all Converse shared a common denominator: a canvas upper and a rubber midsole.  James Dean, Elvis Presley or Kurt Cobain wore them, among many other celebrities and ordinary mortals.  However, a series of poor decisions and different changes of ownership, in addition to increased competition, caused the company to lose its way for several decades.  In 2001 it was forced to declare bankruptcy.

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Nike seized the opportunity.  He bought and saved the company.  It was an operation with great cultural significance in the US.  The most innovative company in the industry swallowed one of the most traditional.  The giant radically changed Converse's strategy, until then focused on basketball, and focused on making a name for itself in urban culture.

The iconic Chuck Taylor All-Star was the antithesis of Nike's approach, incorporating little technology and very basic materials.  The client was looking for comfort.  In 2005, Nike relaunched the model and made it a cultural phenomenon once again.  There were changes, of course.  The Chuck II incorporated Nike's Lunarlon technology, which is used in the latest basketball shoes.  The price was higher than that of the originals, which were still selling so as not to infuriate those who are passionate about the old Chucks, which, without a doubt, are still a mine for Nike.  The brand that dominated basketball in its early years is now focused on dominating the streets of the world.

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Airbnb. Airbnb CEO Brian Chesky co-founded the company in 2008 along with Joe Gebbia and Nathan Blecharczyk. It is estimated that it has around 150 million users and more than 6 million accommodations published between almost 200 countries. Chesky, who moved out of her apartment in 2010 and has stayed in an available Airbnb option ever since, promotes a good company dynamic and tries to get to know each new member of staff, in fact stating, “Culture is so incredibly important because it's the basis of all future innovation. People with passion can change the world”

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MANAGING RISK
Urban Messengers

Before turning Mensajeros Urbanos into one of the most used applications by Colombians, which already operates in more than 10 cities, Santiago Pineda, creator of this app, went from failure to success by not losing hope in each of his ideas and projects.
He was fully involved for more than five years in StartBull, a technology platform that reached more than 50,000 monthly active users. However, the struggle with the competition and the lack of attention to his business model led him to close an idea that was beginning to consolidate in its fifth year of operation.
However, without giving up, he launched Mensajeros Urbanos, an application with more than 10,000 monthly active users and which opened operations in Monterrey, Mexico. From the experience of failure, the entrepreneur understood the importance of the details to avoid falling into the unfortunate task of closing: "Be very aware of the risks that exist in the company and mitigate them immediately.
mitigate them immediately.

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Nintendo dominated the game console market in the 80s and 90s, with products such as the Nintendo 64 and game boy, but in the mid-90s, SONY launched the playstation. Between 2001 and 2002, Microsoft's xbox came to market. Between these two ended sales of nintendo consoles.

The Japanese company responded with the cube a playful and non-technological aspect but the public and game developers had bet on SONY and Microsoft. Nintendo managed to turn the tables by betting on their difference. Launched the Nintendo ds, ds lite and Wii, with their games designed to take advantage of the game controls that use accelerometers and infrared detection.
With more than 100 million consoles sold in the world, it attracted casual players and people who appreciated the fact of exercising with these games.

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Honda

Soichiro Honda was the creator of the very famous Honda brand, however at the beginning he founded an industrial company called Tokai Seiki that was dedicated to the production of piston rings for engines. This company failed in a resounding way, since the founder did not have the scientific knowledge that he required, it is due to the failure of this company, which fell into a depression, but nevertheless, he did not give up and Soichiro Honda went to the University to train on the manufacture of pistons and thus obtain the necessary knowledge to be able to create high quality pistons, where years later, he created Honda Motor, one of the best known companies in its sector and which is responsible for manufacturing motorcycles, which is what this company is best known for.
It is clear that he was looking for new opportunities that would allow him to grow and create a new company, not closing himself off on the negative aspects of his first attempt.

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The history of Hugo Boss is a story of perseverance and knowing how to seize the moment. Hugo Ferdinand Boss opened a shop for his garments in a small German town in 1924, but by 1931 he was bankrupt. After an agreement with his creditors, he manages to return to business, mainly manufacturing uniforms for the Nazis. However, it was not until the late 1970s that Hugo Boss established itself as a prestigious brand present in more than 110 countries.

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In Lego's case, being close to failure was what ultimately led to success.

In 2001 the toy company was struggling to innovate and stand out in the market. Despite being successful, the innovation was not making them money, in fact it was costing them.

They had innovated too much, and had lost their identity. They opted for an unusual strategy to save the company and hired designers who were true fans of the product. And it worked.

The lesson they learned is that innovation is important, but strategy must never be lost sight of. In this case, failure allowed Lego to find its identity.

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Things weren't going well for Starbucks in 2008. The company was one of the many victims of the financial crisis, it had grown too fast and in 2007 its shares had fallen 42%.
Former Starbucks CEO Howard Schultz took the reins again to try to salvage the situation. Just one day after taking up his previous role again, the shares rose 8%.
Shultz focused on listening to suggestions from the public to improve stores, training employees to improve service, and taking a different approach to his marketing campaigns, with a special focus on social media.
In my opinion, it was good that he listened to his public since he risked change as in the stores and in his service.

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In 2011 Netflix lost 800,000 customers, and its shares fell almost 80%, according to data revealed by Entrepreneur.  The reason was a sudden rise in prices, for which users stopped trusting the company.

Company founder Reed Hastings learned an important lesson: If you don't listen to and care for your customers, you will fail.  They listened to the requests of their users and managed to come back, to become the king of streaming today.

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Yamaha was established in 1887 as a piano and reed organ manufacturer by Torakusu Yamaha as Nippon Gakki Company.

When World War II began, Nippon Gakki plants produced propellers for Zero fighter planes, fuel tanks, and wing parts. In the meantime, Nippon Gakki had to stop making musical instruments altogether in 1945.

Only one Nippon Gakki factory survived the wartime U.S. bombing raids. After the Allied powers approved civilian trade in 1947, Nippon Gakki began once again to export harmonicas.

After World War II, company president Tomiko Genichi Kawakami repurposed the remains of the company's war-time production machinery and the company's expertise in metallurgical technologies to the manufacture of motorcycles.

The YA-1, of which 125 were built in the first year of production (1958).  In 1959, the success of the YA-1 resulted in the founding of Yamaha Motor Co., Ltd.

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Bill Gates and Allen.
Traf-o-Data was their first business. The goal of it was to be able to read information from roadway traffic counters, and then help traffic engineers by creating reports. This worked by having Gates hire some young students from school in order to read paper-tapes, and then copy the data onto computer cards. Each student that did this received 50 cents per tape from Gates.
The company didn’t have success, so it had to stop. “Traf-O-Data was a good idea with a flawed business model. It hadn’t occurred to us to do any market research. Traf-O-Data might have been a failure, but Gates and Allen do not regret it. The success might have been limited, yet it was necessary for their Microsoft adventure later on. Microsoft was founded while Traf-O-Data was still a running project, but even after it failed, it still managed to give them something for their big business. Apparently, Traf-o-Data was what helped them gain the essential for making the first Microsoft product later on. Also, his story can teach us that, sometimes, even the things that we fail in can give us something for the future.

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She was a successful salesperson in the different companies for which they worked. She was never recognized by her peers and tired of feeling undervalued for being a woman to give up and write a book with the intention of helping other business women trapped in a man's world. Rereading his work, he realized that he had designed the marketing plan for the company of his dreams. Today Mary Kay Inc. bills $4 billion a year and its products are sold in more than 35 markets around the world. Mary Kay Ash left a company where she was not valued and looked for a way to be satisfied with her professional life by creating the company of her dreams.

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Converse

Converse is an American clothing and footwear company founded during the 1900s, created by Marquis Mills Converse, who after falling down the stairs decided to create a shoe with a rubber sole and better grip to prevent it from falling again this just for the winter time, but these were seasonal sales, so there were few sales. So he created an opportunity to create a line of sports shoes in 1915 to have sales throughout the year. Three years later they launched the sneakers that would become an emblem of the brand, the Converse All-Stars. The company is a clear example of entrepreneurship since it was at risk with its low sales but it created a new opportunity to have income at all times

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Fedex
Frederick Smith is the CEO of Fedex, before they got their success, Frederick found himself in a tight spot. It was founded in 1971, he started with $4 million, but the first year didn't go well as planned. They had 8 planes covering 35 cities but he realised he didn't have enough funds to pay the airplane's bills. He looked for a loan but it was rejected. So he took the last $5,000 of the company, flew to Las Vegas and played Blackjack, risking it all, he successfully won $27,000, which was enough to pay the debts and operate for another week. And that was the perfect time to allowed the company to ride out this period.
In my opinon, Fedex CEO was very smart with his decisions, because he used resources smartly and he managed the risk of the company! :) That are a great characteristics of an entrepreneur!

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Airbnb
Airbnb was founded in 2009 by two designers and one developer. They came up with this idea when they needed to share a department with strangers just to assist to a design conference in California.  Their first problem was the money, they didn't have any money and they used all the ircredit cards to pay all the company's costs, but at one point, they had a enormous amount of debt and they decided to change the business model and started selling cereal jeje. Surprisingly, they sold 30,000 USD in cereal and then returned to the logdging business. A few years later, they faced another problem, with the Samwer Brothers. They wanted to copy Airbnb for Europe 🤬.

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Hershey Chocolate Company

Its founder, the philanthropist Milton S. Hershey's.

In 1876 he opened his first candy business that he himself created thanks to his aunt and mother, unfortunately he had to sell the business because it was not profitable, later he opened a store in Chicago, New Orleans and New York were a failure. After a while he returned to Lancaster together with his friend in 1886 they opened a candy store again so that finally in 1900 he dedicated himself to the manufacture of chocolate.
The characteristic that was used in the situation was "Using resources smartly" since Milton had knowledge and skills on the creation of sweets and discovered that the milk together with the sweet was a perfect mix, he knew how to plan when to invest his capital obtained to Through the years to lead the market since his goal was to make his chocolate factory.

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The co-founder and CEO of Rappi, Simón Borrero, before founding Rappi, He went through modeling agency ventures, pages of new mothers and a Rappi-like business model that was named after Tim Martin.

Along with college friends, they stayed up late, invested, and ran various experiments that didn't work out. Until one day he decided to study programming issues and with the experience previously acquired, he set out to create the Rappi home app, a company with an average monthly growth of 25%.

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In the 1990s Apple was almost bankrupt, and if it hadn't been for rival Microsoft they might not have been able to recover.
Since in the years 1985 to 1999 this company was falling down due to the absence of its founder, and when Jobs returned he INNOVATED and accepted the help of his competition which in this case is Microsoft, thus achieving to be now in the top 3 of the best brands, thanks to his innovative spirit.

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Seeing and creating opportunities:
In 1938, customers associated the brand with products for older men, which ruled out the opportunity to generate sales in different demographic segments.
Starting in 2008 there were changes to their ads, featuring muscular men. Two years later and with the famous "old spice guys" ad, their sales increased 55% after the ads aired.

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Mary Kay. She was a successful saleswoman in the different companies she worked for. She was never recognized by her peers and tired of feeling undervalued for being a woman, she quit and wrote a book with the intention of helping other business women trapped in a man's world. Upon rereading her work, she realized she had designed the marketing plan for the company of her dreams. Today Mary Kay Inc. turns over $4 billion a year and its products are sold in more than 35 markets around the world. Mary Kay took the managing risk as she left a company where she was not valued and sought a way to find fulfillment in her professional life by creating the company of her dreams.

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MARVEL
The Marvel Entertainment Group  faced declining revenue,in the late 1900´s. To top it all off, the company ended up filing bankruptcy.
The key to Marvel’s turn around was deciding to selling the license of their comic properties to other film studios for hits like “Blade,” “X-Men” and “Spider-Man”
The characteristic that Marvel used to face their problem was "Managing risk"cause they had to sell their license to prevent the ultimate bankruptcy.

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Select a company that failed at first but then became successful. Comment how the crew faced the situation. (Which characteristic of the entrepreneurial mindset they used)