How to make a good product operation plan!

This document introduces two contents: the first is that we need to understand the various issues that need to be considered when launching a product, and the second is that we need to master the basic ideas of formulating a product operation plan .

1. Purpose of product launch evaluation

Case 1: For example, a new product has just been launched and has no users.

The purpose of launching this product is to explore

The operational focus is: to find seed users with relatively high fault tolerance in a small range, focus on testing demand and product value, and pay attention to user usage.

Pay attention to the indicators of users' potential data: user usage time, frequency, retention rate, activity, user reputation, and new organic users.

Case 2: For example, a taxi-hailing product’s main function may have been to hail a private taxi. The 4.0 version that was launched recently mainly updated and launched functions such as carpooling and bus; (that is to say, a product has good performance and user accumulation in the early stage, and wants to develop a new function point and business line in the future.)

The purpose is to promote new business restriction functions.

Operational focus, new function resource reserves, (for example, for newly opened buses, are there enough bus routes?) Compatibility between new and old businesses (for the promotion of new functions, are they sufficient for old users and can old users terminate them, otherwise it will damage the experience of old users.) New function promotion status, user usage status, customer service/user maintenance.

Potential data indicators: new function promotion methods (what methods to use), user feedback, promotion conversion, user stay time, and user usage activity.

Case 3: A social platform with 1 million users. Currently, version 2.0 is online, adding a user points system and online interactive functions. It is hoped that the number of users will grow to 5 million after March.

Product launch purpose: to increase specific data (user growth data)

Operational focus: target splitting/refining, data analysis/strategy adjustment (whether to increase the intensity of communication around users, rather than to do more activities)

Potential data indicators: decomposition of key target data, implementation of operational measures, and execution effectiveness.

To sum up: the first is how to find seed users who belong to our product and are fault-tolerant, and ask them to use our product. The second thing is to promote one of our functional points, so our focus will be on whether our new function is fully prepared and whether all kinds of information are sufficient. The third one is: focus on how to split, how to implement, and whether it is ineffective.

A complete operation plan has three major aspects

Perfect and maintain product value

Is there any core value of the product that must be provided to users by the operations side? (For example, content-based products)

Is there a part of the core value of the product that needs to be constantly maintained by operations? (For example, news products)

In order to build complete product value, is it necessary to introduce more resources?

User notification/product promotion

After the product is launched, how to inform existing users to use it

After the product is launched, how can we speak to and promote it to new users to better drive user growth?

What form of informing users is more effective and can bring better conversion rate (is it better to send a text or a picture? Logically, is a story better or data better when promoting)

Are the existing promotional resources sufficient? Should we explore more resources?

Promotion/user notification within the site: EDM push various recommendation positions, user guidance positions outside the site: social media, external channels, activities, etc. Method (email, system push, banner, promotion location, external channel promotion location)

How to build and maintain a good product ecosystem (operation is the connection between products and users. On the one hand, we need to focus on user experience and value. On the other hand, we need to consider how to make our products more valuable, the number of users, and the proportion of active users. E-commerce products may have the frequency of user consumption and the amount of consumption)

From the perspective of the path of new user addition-retention-activity-dissemination, what links need to be focused on and implemented with the help of operational means after the version is launched? (As shown below)

To summarize:

Any good operation plan can be achieved through continuous iteration and self-completion.

Deming PDCA cycle

Plan - Do - Check - Act

Author: Cat is slow 180113

Source: Cat is slow 180113