Here are 6 points of knowledge about product cold start!

To put it simply, cold start means that your product is directly pushed to new users without any users.

Let’s first take a look at the overall process and how to quickly accumulate the first batch of users for the product:

1. Create a product

2. Initially determine the possibility of target users

3. Create marketing content

4. Verify business model and target users

5. Create marketing content

6. There are users who continue to use and share the product

Specific process:

1. Create a product

Creating a product means that you have found the specific needs of a certain segment of vertical users and have a way to solve this need. You have already figured out in your mind “who the product is for” and “what problem it solves”.

Cold start layout means that you have found the specific needs of some users, and you need to make the product to verify this demand.

Example: I didn’t discuss or communicate with anyone. I just thought that you needed knowledge related to entrepreneurship, operations, and projects. Then I immediately created a website and started promoting it. This is a cold start.

2. Initially determine the possibility of target users

The prerequisite for accumulating the first batch of users is to know who the target users are. Before promoting your product, you need to select specific groups of people for several categories of products. The identities here need to be specific, and the specific identities include: college students, entrepreneurs, mothers, etc.

For example: The first group of friends who follow my official account will receive an automatic reply and fill out a questionnaire, which requires them to fill in their age and occupation. These options are the possibilities of my initial target identity.

3. Create marketing content

Use high-quality content to attract users. The content can be articles, videos, or audio. Use existing self-media platforms with large traffic to publish content. (Practical information + confident advertising = accurate traffic)

For example: You did something that takes others a long time to complete, which means you saved time for others and provided value. Not only will they be willing to pay attention to you, but they will also do some small actions to help you promote and inventory your resources, which will always be useful.

4. Verify business model and target users

When you bring in some of your initial target users through content, you need to verify the business model. Simply put, it is the conversion path, which can be membership, community, micro-courses, products, etc. If there are many people paying and the benefits are greater than the investment, it means that this is a sustainable money-making model. Further user surveys are needed to determine the identity and age of paying users.

Example: Suppose you created a public account and planned to teach others how to write a resume and interview, so you opened a micro-course, wrote the copy, and posted it in the menu bar of the public account.

By publishing high-quality content on Zhihu in the previous step, you attracted users with the categories you initially set to follow your official account, and some of them paid, and the benefits outweighed the costs. So, if you want to continue doing this, you need to conduct one-on-one investigations on the identities of users who have already paid for your courses. These users will be the main group for your next promotion.

5. Re-create marketing content

Through surveys of paying users, we have become more certain about the user identity of the product. For example, if there are 50 paying people and 40 of them are college students, then the college students are your main group, and you need to create content targeted at this group to attract their attention.

6. There are users who continue to use and share the product

No matter how many users there are here, at this step you will have the real first batch of seed users. You have found the target users needed for your product, and this group of users will continue to use your product, promote your product, and continue to bring you profits.

The products mentioned in the sharing, taking the official account as an example, have common thinking and apply it flexibly.

Welcome to give advice, exchange and learn.

Author: Yuege, authorized to publish by Qinggua Media.

Source: Yuege