This article is based on my experience of three months of training camp. The article has a total of 4321 words. It is estimated that it will take about 15 minutes to read the full text~

1. About imagination?

So what are the most original imaginations of companies and users behind the form of paid knowledge training camp teaching?

When the granaries are full, one knows etiquette; when one has enough food and clothing, one knows honor and disgrace. Most people need to satisfy basic needs of food, clothing, and security before they want to pursue higher spiritual goals . Only after I have eaten and drunk my fill will I think about who I am? What kind of person do I want to be? Looking at Maslow's needs map, the rise of various knowledge training economies in recent years is related to the respect needs of a large number of people. It is the user's most original imagination of self-realization.

The Internet is a traffic business, acquiring traffic at a low price and monetizing it at a high price. We say that knowledge payment is to package knowledge into commodities and services to realize commercial value and reap the benefits. So whether it is selling courses or training camps, they are all just a means of reaping the benefits based on the commercialization of traffic. How can we use training camp teaching to make this knife reap more benefits and realize more commercial value? It is the company’s most original imagination about training camp teaching.

2. What is a training camp?

Since both are based on the means of commercializing traffic, the customer value delivered by courses and training camps is different.

For the former, users can only study independently after purchasing courses on the platform. Teaching and learning are disconnected. We know that in order to transform knowledge into ability, it requires constant practice. Without the practical link, knowledge cannot be transformed into ability. For example, if you learn a fitness course, you need to practice continuously. Even after studying English courses, you still need to communicate with foreigners and read a lot.

In order to deliver a better learning experience to users, unify teaching and learning, and allow users to gain offline experience through online learning. There are new learning methods on the market that use courses as the main body of learning, supplemented by homework, communities, and event operations. This highly immersive form of learning is collectively referred to as boot camp teaching.

3. Why do we hold a training camp?

In contrast, ability-based courses are more suitable as training camps. For users , ability-based courses combined with training camps can provide effective feedback on learning outcomes. For teachers, this high-interaction training camp model allows them to communicate directly with students and collect first-hand opinions on course iterations. For institutions, a companionship period of at least 7 days and at most 21 days can develop user stickiness, cultivate a group of loyal fans, and store traffic pools for further monetization.

How can we use training camps as a monetization method to make this knife cut more leeks and realize more commercial value? Can we become rich if we have traffic?

4How to conduct a training camp?

①Product system

1.Why do we need to build a product system?

① It is also a response to changes in consumer market segmentation and consumer purchasing preferences.

Generally speaking, products are designed to meet the specific needs of a type of user in a specific scenario. Therefore, when facing customers in different regions with different needs and purchasing preferences , companies can build a stepped product system to meet the differentiated needs of increasingly segmented customers. Use a stepped product portfolio to cover the market segments that the company wants. It is also a response to changes in consumer market segmentation and consumer purchasing preferences.

②The promotion of high-priced products requires a complete system of customer acquisition, activation and conversion.

At first glance, whether the market segment you enter is large and whether the product highlights are attractive enough seem to be prerequisites for the hit training camp. However, the promotion of high-priced products requires a complete system of customer acquisition, activation, and conversion. It is necessary to accumulate a certain base of fans before you can jump to products with high average order value. That is to say, from free customer acquisition in the early stage, to mid-term operation promotion and activation, to late conversion, and then to fan sedimentation and reserve. A complete system is needed. The training camp is definitely a systematic operation project, and achieving perfection in one aspect is just a drop in the bucket.

However, different companies can mobilize different operational resources and mentor resources, and the training camp products planned by each company are often different. Of course, good brands will quickly conduct internal testing among seed user groups to obtain feedback and iterate.

Notes:

① Fission for the purpose of conversion is different from simple traffic-generating fission. The former requires a smooth conversion path to follow after attracting users, especially in the absence of strong manual operations and high-quality content on the corresponding topics. Considering the short life cycle of community users, there must be strong continuity before and after.

②Using free community lectures as the entry point, guide students and teachers to have positive interactions within the community. Users with high intention and good feedback can be directly guided to convert to the 399 yuan training camp. Users with low intention and who are still on the sidelines, and users who want to have a deeper understanding of the platform, mentors, and content, can be guided to the 99 yuan deposit experience camp.

②Price system

The pricing of online education products usually refers to the following three models:

1. Cost-based pricing

After inputting all data on teaching, R&D, marketing, operations, fixed asset allocation, etc., a profit model is obtained.

2. Strategic pricing

Philip Kotler briefly described nine pricing strategies based on price-quality:

Unlike offline institutions, due to the transparent nature of the Internet and the increasingly high cost of acquiring customers, the development strategy adopted by most online education companies is to grab land first, and only after they have built a good reputation, achieved fission, and become leading enterprises, will they gradually settle down and consider the issue of higher profit margins.

Correspondingly, most start-up Internet education companies also choose to take a safe and conservative pricing route within the price range of similar products, namely the 9-6-3-2-1 pricing strategy.

This also explains two phenomena in the field of Internet education that seem strange to outsiders but have been reached consensus among insiders: one is that the speed of financing and IPO is getting faster and faster; the other is that companies that seem to be large in scale and well-known have profit margins that do not match their brand value.

3. Market Pricing

Combining the above two ideas, some newly established startups have adopted a more intelligent tiered pricing strategy, which ensures that the product gradually approaches the optimal profit point while meeting market demand. Their pricing order is as follows:

Use cost pricing to develop a base price that meets cost expectations;

Launch MVP at 30%-50% of base price;

Keep iterating on the MVP and gradually increase the price by 5%-10%;

Until a suitable base price is found, with the maximum total sales (not profit) under the current curve;

With the help of the 9-6-3-2-1 strategy, gradually raise the sales curve;

With the leading advantage, it has the ability to change the slope of the sales curve and earn a premium.

③Channel control

1. How to acquire new users?

Last year, I read Qu Hui's new book "Silicon Valley Growth Hacker's Practical Notes", and some of the ideas in it had a great impact on me in terms of growth and operations. In particular, she mentioned an eternal formula for acquiring new users from channels: LTV > CAC .

The value (LTV) that users create for the company throughout their life cycle needs to be greater than the cost of acquiring new users (CAC) in this channel. Otherwise, the company will be losing money and will sooner or later go bankrupt.

How to calculate CAC and LTV?

CAC = (Total marketing expenses + Total sales expenses) / Number of new users in the same period

LTV is 1. How many months a user will use your product 2. How much money you can earn from each user on average each month.

2. What are the promotion channels? What are the corresponding advantages and disadvantages?

(The so-called fleet distribution of knowledge payment is essentially KOL agency, which encourages them to forward and share through certain incentives. Although it can achieve a certain degree of exposure and screen-filling in the circle of friends,

However, most people who are engaged in distribution in the field of knowledge payment can only achieve distribution effects on courses in the price range of 9.9-99 at most due to the low-end nature of the audience. If the unit price is high, the distribution effect is not good. It is necessary to emphasize the adaptability of the product and the corresponding promotion and marketing population in the early recruitment process . Having said that, the number of powerful KOLs is limited after all, and they need to be continuously explored and maintained over the long term. ）

The most important thing to consider when collaborating with other industries is the target audience of your product. If many of your users are using products on another platform and have a high degree of overlap with the user profile of that platform, then collaborating with that platform is a good channel.

3. How to select the appropriate channel?

1. Know your product features

(Object-oriented, product form, industry...)

2. Understand your user base

(The more accurate the user portrait, the more accurate the channel matching)

3. List possible alternative channels

4. Screen the initial acquisition channels

5. Operate, optimize and expand user acquisition channels

Many online education startups usually adopt one or a combination of the above six strategies as the starting traffic when acquiring the first batch of seed customers. According to the characteristics of knowledge-based paid products, training camps are ability and quality courses, and users are more concerned about cost-effectiveness and process experience. Coupled with the audience characteristics of knowledge-based paid products, most users are concentrated in the WeChat ecosystem.

Compared with other promotion channels, companies can directly consolidate, expand and catalyze user relationships through communities. It has the shortest interaction path with users, low marketing costs, fast growth, and retention, activity, and fission through social networks. It is one of the tools for many knowledge-based payment companies and online education companies to increase users.

We say that the essence of community is a vehicle for gathering and retaining people. Through the form of free trial classes, more users can access the platform's courses with zero threshold and obtain a large number of free users. Then we will do it through community goals, community culture, content with attitude and warmth, and high-frequency and high-quality activities. Transform the relationship between the enterprise and potential users from a weak relationship into a strong relationship. Strong relationships are what we call fans. Once users become your fans, they will naturally buy your products at all costs.

④Flow system

Now that we have explained why we should attract traffic through social networks, let’s now explain how to attract traffic to social networks .

Community Drainage·Three-stage Rocket Strategy

① Sort out user touchpoints and user guidance paths, and build enterprise traffic pools and customer pools

② Establish user operation and interaction models, catalyze user relationships, accumulate seed users and prepare for fission growth

③ Through social fission of stock resources, various strategies of old bringing new are formed to achieve exponential growth

1. User touchpoints

Public account silent link

Public Article Poster

Friends circle poster

2. User Path

The public account is closed silently - free community lecture poster - join the group - forward the friend circle fission (forward the poster/invite 3 people to join the group) - add the senior sister's personal account - formal group learning - answer questions - community disband

Public account soft article—99 yuan deposit to punch in the experience camp poster—add the senior sister’s personal account to register—group study—class—punch in—share—graduation

3. User Pool

At the same time, the community encourages users to spread the message through sharing, forwarding, and check-in incentives. Standardized community operation strategies quickly established its own traffic pool . Then, through further content and services, we can catalyze and cultivate user relationships, promote conversions, accumulate more fans and customers, and quickly build our own customer pool.

⑤Transformation system:

We know that sales conversion is far from being as simple as sending a training camp poster and a promotional copy to a group and then sending out a red envelope. The first thing a user needs to buy something is that he has the need and the ability to pay. The first thing a user needs to buy something from a brand is that in addition to having the need and the ability to pay, he must also trust you before he will have the desire to buy.

Then the key points of building a transformation system are:

1. How to stratify users and screen those with needs and paying ability

2. Make users trust you and know why they choose you over other brands among similar products

1. User Trust

①How can we make users feel trust?

② How can we make the audience who pays for knowledge feel trust?

③What to do specifically in the community scenario?

Well-known brand IP, authoritative and influential KOLs, and user experience that exceeds expectations are all effective means of building trust. Of course, different products must have different sales strategies.

For knowledge-based paid products:

First: Because the learning effect of knowledge-based paid products is not obvious and the cycle is long, users themselves pay more attention to process and experience .

Second: When users with the same characteristics and needs gather together, a subculture will be developed, forming a community effect. For example, when everyone is having a heated discussion around a knowledge point or topic and is immersed in a learning atmosphere, they will no longer be sensitive to price. At this time, users' willingness to consume is more determined by the experience of the consumption scenario rather than the price. Consumption behavior will burst out in a concentrated manner within a specific period of time.

Therefore, scenario-based communities can effectively solve the trust problem for users who pay for knowledge! The construction of scenario-based communities is usually reflected through a sense of ritual, participation, and connection.

① Increase user participation through a sense of ritual (users go from unfamiliar to trusting)

The purpose of establishing a language from unfamiliar to informed is to let users have a certain degree of understanding of the platform, mentors, products, and content.

②Systematic services to build emotional ties (from trust to transaction)

Trust-Transactions require a lot of service and the establishment of emotional bonds in order to continue to generate transactions and accumulate seed users, so as to prepare a stock reserve for the subsequent fission growth of old users bringing in new users.

Community camp process analysis: preheating + class opening + brand introduction + instructor introduction + achievement display (excellent case) + course outline + rules description (management mechanism) + user self-introduction

2. User stratification

Among the many customer relationship management (CRM) analysis models, the RFM model is widely rumored in the market. The RFM model is an important tool for measuring customer value and customer profitability. However, since I come from a liberal arts background, I have no control over how to import user data into Excel spreadsheets and use correspondence to calculate the corresponding RFM values, and I often come back empty-handed. In this regard, I have summarized a method to stratify users based on user behavior and user portraits to conduct a preliminary stratification of users.

Source: Growth Black Core (bfbz931023)