Training camp operation strategy from 0 to 1 million!

In 2020, I was not satisfied with the status quo and wanted to make some changes while I was still young, so I resigned and chose to go south to Shenzhen during the epidemic.

But dreams are always beautiful, and reality is always so surprising. During the job search period, I was deceived by various schemes and had in-depth conversations for more than 2 hours, trying to understand the details and background of your entire project, but was told simply, "Sorry, we have found the right person." I once doubted myself, wondering if I was really that bad. I even doubted my own choice.

Later, I accidentally posted a Tik Tok video and received 52 messages encouraging me. It was also because of seeing these messages that I regained my motivation.

But fortunately, everything works in my hands. After many setbacks, I finally got on the right track. The article I wrote today is about how I grew a product with low awareness, high threshold and high average order value from 0-1 to 1 million.

Through my experience, you will learn how to run a training camp and community, how to recruit students, how to do private domain, how to generate traffic and the entire closed loop, all of which are practical experiences. I am not sharing this to show off, I just want to review and record my experiences of this year, so that I can have a good start at the age of 25. It would be even better if it can bring you some inspiration at the same time.

1. Being assigned a task in a critical situation and taking over a new project that you know nothing about

At the end of last year, I was busy with the finishing work of another project: leading them to write sops and reviews. Suddenly, my boss pulled me into a group and asked me to plan and do this after the Spring Festival.

So, after finishing the project at hand, I started my vacation, but I knew nothing about this new project. How can I do this if I don’t even understand what this product is? So the first thing I did was to understand what the product was and what the whole process was like. During the Spring Festival holiday, I learned about this and came up with a general system.

2. How can I achieve 0-1 and run MVP if I don’t even understand the product?

After the holiday, I started thinking about how to plan this project, how to run it, what the whole rhythm is, what effect I want to achieve, how to achieve this effect, and especially the incentive mechanism. Because this is the core of the training camp and plays a key role in the final effect of the training camp.

So I thought about this seriously for a long time and sorted it out into a mind map.

At that time, I was the only one there. In addition to thinking and thinking, I also had to implement them one by one, typing out every word, every sentence, every copy, etc. I wrote a total of 13,780 words, but this is only part of it.

In fact, the original project needed people at that time, so I could go back to continue working on the original project and get several times more material rewards. But I know in my heart that I have succeeded in that project, and led them to write a SOP of more than 20,000 words. Continuing to do that will bring me far less challenges and growth than this project. This is a project that started from scratch and is a rare opportunity. Even if it is difficult and even if I am the only one doing it, I will do it.

Yes, it was difficult because it was challenging me and I even suffered from severe insomnia during that period. Even if I am very busy, I will still find time to go out for a run to relieve my stress. After each run, I would open my arms to embrace the world, and feel the stress flowing out of my body.

Finally, it was the early registration period and a person came. His arrival made me feel a ray of light. So, I assigned him a lot of executive work, and spent more time thinking about how to solve the students' problems and help them get ashore, how to increase the students' sharing rate, how to improve the enthusiasm of the sea-going team, and how to lead these newcomers well.

Fortunately, all of these were resolved later, and we received very good feedback. The overall score reached 9.65 (the number of participants accounted for 71.2% of the total number of participants), the homework completion rate was as high as 96.54%, and 256 pieces of useful content were produced. The user also said that this training camp had the strongest learning atmosphere and the best sharing atmosphere in all his learning processes.

Later, I reviewed and sorted out the first issue, and the review alone took a full 2 ​​hours.

At the same time, I also asked my team members to do a review, which totaled more than 7,000 words, from which I could feel the growth of my team members.

If you are also doing a training camp now, I have written down a few important experiences that may be helpful to you.

1. The incentive mechanism is very important. How should it be formulated?

Before we go any further, we need to clarify the goals of the training camp . You may be wondering why you need to think about goals, because delivery operations are linked to goals, and the corresponding goals and corresponding operational actions are different.

This goal refers to the training camp goal and also the students' goal. What do students want to gain through this training camp?

The goals can be divided into 2 categories:

1. One type is practical, such as earning money through training camps, such as Zhihu Haowu;
2. The other type is virtual and more experiential, such as allowing you to learn a skill, such as learning to write, learning Python, learning to open a store, etc.

After clarifying the goals, the indicators that should be focused on during the delivery process will be different.

Okay, now let’s talk about the underlying logic of the incentive mechanism design. The design principles make every action reasonable and purposeful. Let’s take the student incentive mechanism as an example:

(1) Learn to disassemble and grasp indicators

Let’s list the indicators first. Taking the training camp as an example, it is inseparable from various indicators such as attendance rate, homework rate, output of practical content, landing rate, check-in rate, conversion rate, etc.

Then focus on the core indicators or the indicators that determine the core indicators. This needs to be based on the training camp goals:

• If it is about sharing content, then capture the number of content outputs;
• If the goal is to help students land a job and help them make money, then the core indicator is to grasp the indicator that determines the landing rate.

(2) Assigning value

After clarifying the core indicators, we need to find ways to achieve them. The method is basically to design a points system. For example, the core indicator is to share xx content, which can earn xx points. After getting xx points, you can get something, such as Dragon Balls for writing an essential post, which can be exchanged for money, or you can enter the Dragon Ball Club, etc.

What they get must be valuable and attractive to them. At this time, you have to think back and think about what the user wants? Just give whatever. Like status, like Dragon Ball Club. Coming back to the training camp, users definitely want the captain's special training. After all, with someone to guide them, they can avoid many detours.

(3) Punishment mechanism

A team must have rewards and punishments, and the same goes for the incentive mechanism of a training camp. We also have a corresponding punishment mechanism for students with poor performance. For example, if they fail to complete their homework for two consecutive times, they will be demoted to auditors. By setting rules, it can serve as a warning to students and lay the foundation for creating a good atmosphere.

2. Course content: It is recommended to combine theory + methodology + case studies

The underlying logic, such as why this section should be discussed and the importance of this section, can generally be explained at the beginning so that users can understand it from the deepest level.

By explaining the theory, everyone can understand what it is and why; by explaining the methodology, everyone can know how to do each step. If the methodology you summarize in the end is a formula, it would be better to apply it directly; by explaining the cases, everyone can have a further understanding of the theory.

3. Summary

I think that subsequent training camps are more about paying for supervision and services. At the same time, training camps are not just about giving lectures and urging homework, but a combination of community + supervisory services + lectures and Q&A. If there is a community, it is necessary to create a circle atmosphere and users are required to actively produce content. The focus is on how to get users to produce content; if there are supervisory services, there needs to be an online team. The focus is on how to recruit and manage the online team and how to help students achieve their goals.

3. After a big blow, we returned from 2 people to 1 person and started to take over recruitment

At this point, we have made it from 0 to 1, and the next step is to solve the problem of sustained growth. When I think things will develop well, reality always slaps me in the face. My friend has resigned and is leaving.

To be honest, I was in a lot of pain at that time. Because the people I personally trained are leaving, it means that all the hard work I put in before has gone down the drain, and at the same time I am alone again. At this time, the boss gave me the task of recruiting, and my next goal was to recruit people first.

But this area was also an unknown circle for me, so I asked others for advice and continued to learn relevant knowledge in this area. At the same time, I started writing recruitment copy and JD, hanging out in various operation communities and recruitment websites, and started looking at resumes, making appointments, interviewing, and notifying people. Finally, I recruited 4 people.

4. After recruiting people and regaining business, the first thing to do is to solve the enrollment problem

Now that the staff had arrived, we could resume our business, so I provided them with training and mentoring, and at the same time, I started working on the projects and guided them in their work.

The first and foremost problem was to solve the enrollment problem, because the first round of enrollment was not ideal. It was my first time doing this, I had no experience, and I didn’t know how many internal tests I should set, which led to the goal being set too high. At the same time, we discovered that this is a new market and we need to educate users. Many people don’t even know what it is, and our average order value is not low. For users, this is a product with low awareness, high threshold and high average order value, so I have been thinking about how to do it.

My strategy at the time was to produce a series of articles on what it is, students’ performance, and students’ growth stories for the problems of low awareness and high average order value; and to solve the problems of threshold and high average order value through appointment groups.

Later, the results exceeded our expectations. Everyone said it was harder than getting into Tsinghua University or Peking University. The second phase could collect over 900,000 yuan.

But at that time, the service could not be delivered to so many people, so I chose to only recruit 300 people. However, doing so was still accused by others of cutting leeks, and what happened in the subsequent three phases was a big lesson for me.

I vaguely remember that after dealing with all this negative information that day, all my energy was gone. I lay down completely and just focused on eating because I felt so tired both mentally and physically. My teammates kept asking me if I was okay.

The enrollment was completed smoothly as scheduled, which is a major milestone and the result of the team's joint efforts.

But enrollment does not mean the end, it is just the beginning. There are a lot of changes in the second phase, and a lot of new things have been added, such as flash events, and the period has been extended to 50 days, so the challenge is not small. During the delivery process, we encountered many problems and often had meetings until the early morning.

But seeing them achieve 0-1 one by one, receiving orders, and all kinds of positive reviews, I feel that it’s all worth it. A user said that he started to try knowledge payment in 2018, and has joined many paid circles this year. The overall operation and design of our training camp is really the most attentive and best paid circle he has ever participated in.

If you are facing a similar situation, I have summarized a few experiences that may be helpful to you.

1. Regarding user cognition issues, solving what and believing issues

Believe in the problem, and get the result by one person, and keep getting the result continuously. At the same time, this person led one person, two people, or a group of people to produce results. This result is still spoken by the users, and then it is constantly made known to everyone. Naturally, over time, other users will believe it, and their understanding and belief in this matter will increase.

2. The appointment group is crucial. It is necessary to improve user awareness, user achievement rate, and user conversion rate.

To achieve the above goals, it means that the reservation group needs to be operated, and the weekly rhythm points and communication points need to be arranged. Take our example. Our reservation group has been running for 4 weeks. Please see the figure below for details↓

A key point is to combine reservation quotas with improving user awareness to create a welfare event. How to do it specifically? Let students write their own real stories, which are the most touching . Let them explain how they achieved 0-1 as a novice, and let the appointment group partners read and take notes. Among them, many young men said that I seemed to have found a ray of hope , which gave them great confidence.

At the same time, we will publish articles to inform everyone that they need to have the right mindset if they want to join the game, lower user expectations and inform them of risks, and have the right mindset to enter the game and tell everyone the pros and cons.

3. Use 5-day increments before posting to Moments, one step per day

The 4+1 steps are: investigation, announcement of results, activity progress, prize announcement + official release.

The synchronization status in progress, after it is disbanded, the subsequent Moments synchronization needs to be posted. If everyone thinks it is the same as the release of college entrance examination results, it can stimulate the curiosity of users who have not registered and attract their subsequent conversions. The situation and progress of subsequent training camps should also be released simultaneously.

4. Any group must have a period. Don’t create a permanent group easily.

For targeted groups, such as appointment groups, disband them once registration is over, don’t delay. For students who have not registered, we can give them benefits and reserve places for the next session.

5. Summary

The content involved in conversion and monetization is too broad, such as the rhythm of the circle of friends, the rhythm of the appointment group and other details.

5. Develop new products as a traffic generator and solve user threshold issues

On the one hand, it is found that it is quite difficult for novices to complete this threshold, and the process is extremely complicated. On the other hand, if we want this project to continue, we have to solve the conversion problem. To this end, we created a community. We encountered some difficulties in community positioning, pricing, content, enrollment, delivery, etc., but overall it went smoothly.

This is a user who graduated from the community and then the training camp.

If you are facing a similar situation, I will mention a few key points, which may be helpful to you.

1. Clarify your goals

There are two kinds of goals:

1. One type is real, practical, and can make you feel, such as how many fans you gain, how much you realize, etc.
2. The other type is virtual and more experiential, such as learning to review and learn to think.

Therefore, you need to think clearly about what specific problems you want to solve with this product and how many problems you want to solve. For example, taking this community as an example, one of the problems to be solved is the threshold problem. You need to think about how many thresholds there are and what each threshold is.

2. To address the entry-level issues, list the course content outline

After clarifying the goal, the next step is to simulate the target user, the problem that needs to be solved, what he needs to see and do, and in this way the course outline content will basically come out.

At the same time, please note that for good communities and training camps, course content and delivery are not independent, but should complement each other.

For example, if a person’s Tik Tok account needs to have more than 10,000 followers, a novice needs to be able to register an account, operate it, edit videos, etc. Naturally, the course will involve the above sections. At the same time, during the delivery process, I need to grasp what needs to be achieved through operational actions.

3. Summary

How to design a product, such as how to attract traffic, how to set prices, what the rhythm of the community is, what content to publish, how to deliver it, and other details.

5. Start private domain exploration, deploy Xiaohongshu, and solve growth problems

If I want to keep a project going for a long time, I have to constantly solve the problems of traffic and monetization. So I also started exploring private domains and traffic, and started to build a public account; directed traffic to the private domain; and started to do Xiaohongshu, which also broke through 4,000+ fans.

If you are facing a similar situation, due to limited space, I have picked out a few important points to talk about, which may be helpful to you.

1. Labeling is the beginning of refined operations

Fixed labels, such as date+channel.

Behavioral labels include what products were purchased, what products were consulted, etc.

Layered labels are layered according to specific situations, such as layering based on business nodes. For example, for this low-awareness, high-threshold, and high-unit-price product, I divide it into newcomers who don’t know anything, newbies who haven’t reached the threshold yet, those who have reached the threshold but haven’t taken action yet, and those who have achieved the goal, etc. If you are working on products with high average order value, you can divide them into users who have never chatted with you, users who actively asked, users who have been introduced but have not purchased, users who have purchased, repeat purchasers, super users, etc.

2. From the moment a user is added, different scripts are set to guide the user's response and stratify the user

3. In the circle of friends, you need to provide value and act like a person

It’s okay to swipe the screen, but it must provide value. How can you act like a human being? Just like when you post to your Moments, after you post to your Moments, do you cannot help but see who commented on you and who liked your post? If you can do the same when posting to your work circle of friends, you’re halfway to success.

4. Material collection is important

This requires daily accumulation. I asked my teammates to build a material library table.

5. All accounts must be unified

Don’t have one nickname for Xiaohongshu, one nickname for the official account, and one nickname for the private account.

6. Achieved 1 million

The 3rd round of enrollment has made me step on many pitfalls. Here are a few important points:

(1) I did not have a good grasp of the market and had some cognitive problems. I thought that out of the 300+ people who were not admitted in the second phase, at least 100 would come back. But reality told me that this was not the case. After all, at that time we refused because we really couldn't deliver so many talents, and we also persuaded some people to withdraw. The right thing to do is to let the right people pay first and let them wait in line for the next issue.

(2) Because the last round of enrollment went well, they thought this round would be no problem, without a respectful attitude. But later I thought about it in retrospect, and realized that I had thought of many ways in the previous period, so no matter what achievements I had made before, I needed to treat them with awe.

(3) Evaluate the rationality of target setting. After the evaluation is completed, the goal should be broken down into how much each channel should achieve and how each channel should do to achieve the goal. The more detailed the better.

(4) One thing you need to understand is: don’t assume that just because you post your content repeatedly on multiple channels and in multiple places, others will see it. What’s more, the opening rate of public accounts is so low now, and the viewing rate of Moments is not high either. Even if they see it, will users remember it? Remember the user and take action? I wonder how many people will be filtered out at each stage of this process.

7. Final Thoughts

(1) Yang Si believes that the subsequent closed loop of knowledge-based paid projects can be divided into: products, traffic and growth, marketing and monetization conversion, and delivery.

(2) Yang Si believes that the future trend of paid knowledge will be more towards training camps, circles, private board meetings, etc., which are more practical and resource-oriented. Users will subsequently pay for supervision and services. Among them, Yang Si thinks that training camp = community + supervisory services + lectures and Q&A. It is very important to provide good service and delivery, and growth should be achieved through word of mouth.

(3) As the leader, you are the ceiling of this project. You need to keep learning, make long-term plans, and layout in advance. You need to constantly look for new growth points, make decisions carefully, and think clearly. Otherwise, the whole team will just be messing around with you.

(4) If you want to accomplish something, the team is very important, especially the early team members. You need to build a strong team and lead them to victory.

(5) Everything should be streamlined, fixed, and SOP-ized , which can greatly improve team and work efficiency.

This year, the projects I personally managed grew from 0-1 to 1 million, but I also suffered from insomnia several times; this year, I became a regular employee ahead of schedule and received two promotions and salary increases, and started leading a team, but I also went to the hospital several times; there were gains and losses, but no matter what, I have no regrets about this year, because I have made a lot of progress and my cognition has improved a lot compared to last year, which can be regarded as a perfect end to my 24-year-old year.

But there is still a long way to go. I need to continue to think, constantly break through my own boundaries, and look for new growth points . I hope I can keep thinking on the road, and I hope you who are reading this will do the same.

Author: Yang Si | Youth

Source: Yangsi365