What new product operators must know about operational planning!
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As a programmer who switched to a product manager , I have recently started to get involved in product operations , or more precisely, mobile app product operations . I used to work on products and have a little knowledge of operations. Know that in addition to product operation, there are also content operation, event operation, channel operation, community operation, etc. It all seems simple, but when I really got involved in these things recently, it was actually very difficult to operate well, especially when there were no resources. It's more about details and execution. Recently I have been hanging out with some friends from Internet companies. After communicating with them, I found that they have a systematic methodology for operations and abundant market resources. After getting to know them in depth, I found that there are many things that need attention in the operation of the product. First of all, you need to make an operation plan in advance. This plan includes many aspects, generally including the following aspects: 1. App product status It mainly includes the relevant content of the current version and the functional requirements of future minor versions. These need to be briefly introduced and listed. 2. Division of work among key personnel Mainly the persons in charge of the relevant parties and their contact information, to ensure that when a problem occurs, the person who can solve the problem can be found as soon as possible. (It is best to have A/B angle) 3. Operational objectives The main thing is what problems will be solved within the planned time: such as promoting DAU, MAU, DAU/MAU of the App, promoting installation volume and registration conversion rate, improving user retention rate , increasing product purchase rate, etc. Specific data indicators can be formulated based on actual circumstances. Another point that needs attention is the issue at the data level. Operations actually require data support, so it is necessary to propose data needs in advance. 4. Operational activities Operational activities include version activities, festival activities, market/channel activities, etc., among which: 1) Version activities Whenever a major version is released, we can carry out related version activities, such as promoting new features. 2) Festival activities For some traditional holidays, we can also carry out related activities during these periods. For example, the Spring Festival is approaching, so we can organize some activities to give away air tickets and train tickets during the Spring Festival to acquire new users and activate old users. At the same time, we can also narrow the distance with users and increase humanistic care. 3) Marketing/channel activities This part mainly involves market-related departments, and it is necessary to cooperate with them. In addition to daily media-related marketing activities, cross-industry cooperation can also be carried out, and traffic can be directed to each other by exchanging resources. Channel activities are mainly concentrated in major application markets , which is mainly to promote the download and installation of apps. Currently, commonly used activities include first-release activities, editor recommendations, download rewards, etc. Specifically, the quality needs to be analyzed. If cheating or inflating the volume is encountered, it needs to be stopped in time to avoid wasting money. In addition to the above-mentioned accidents, the relevant demand sorting and submission, data basis and data evaluation also need to be carried out simultaneously. We need to track and collect data for the upcoming activities throughout the process. Only after the event is over can we analyze the effect of this event, so that we can gain something and make optimization. 5. Time node control In addition to the above points, time nodes are also crucial to operational planning. The version launch nodes, activity nodes, and all other work nodes must be clearly defined and must not be vaguely advanced. Otherwise, it will be difficult to control the entire operation plan and it will be easy to miss the critical period. 6. Customer Service In fact, many times, we easily ignore customer service. As the front-line personnel who come into contact with users, they are also the ones who can best reflect users' real thoughts and opinions. Therefore, after a new version or new activity is launched, in addition to the active feedback from daily users, we also need to take the initiative to contact relevant users and listen to their opinions on the new version or new activities. User feedback needs to be recorded in detail and promptly, and fed back to operations staff on a daily basis. 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