Tik Tok Training Camp Project Promotion Practice

Have you ever seen videos on Douyin about improving academic qualifications, financial management, or finding a side job? How are the projects of these courses or training camps pushed to us positioned? What is the training camp MVP product model? How much do you know about product model design from 1-N?

1. Training camp project positioning

When using TikTok, you will often see videos pushing related courses such as a certain course for free, a 3-day special training camp for only 1 yuan, etc. Common courses include improving academic qualifications, finding a side job, financial management, stocks, etc. The user end can be divided into the following steps:

1. Go to the relevant course details page;
2. Sign up;
3. Add a senior student on WeChat (this can include sales, teaching assistants, operations, etc.);
4. Add group;
5. Live classes;
6. Paid large classes;
7. There is no fee to attend the next camp.

Compared with traditional advertising push, the steps and features of the above training camp have relatively more operational steps, but they provide more buffering opportunities and are more in line with the user experience and the post-decision-making psychology.

Traditional advertising business has a high average order value for its products and a high advertising cost, and relies more on the salesperson’s conversion ability. However, users have high intention and are relatively easy to convert. But if they cannot be converted in the short term, conversion in the later stage will also be more difficult. This is mainly because sales will focus more on the latest leads. Once the business is suspended, the business will also be suspended accordingly.

The business positioning of the training camp is to attract traffic through low-priced small classes , conduct live broadcast operations within the group for a few days at the beginning, and focus on conversion after class. Compared with direct sales follow-up conversion, a buffer is created, and the platform gains an opportunity for itself to show itself, while also changing the user decision-making process from immediate decision-making to delayed decision-making . As a result, users will not feel pressured by instant decision-making.

To give a vivid example: SEM delivery is like a backcourt player on a football field getting the ball and then passing it directly to the forward player. If the forward player can score the ball, then the conversion is successful, but if he fails to score in time, then the opportunity is basically lost.

The training camp is like a midfielder on a football field. After the backcourt players get the ball, they pass it to the midfield commander, who can advance or retreat, attack or defend, and control the rhythm himself. Take the entire game into your own hands.

2. Training Camp MVP Product Model

1. Business Model

Training camp businesses in the education industry are already ubiquitous in the current market, and in some educational subjects, the corresponding conversion effects have also been verified by the market. Therefore, for those who have just entered the education and training industry or want to try to find new growth points through training camp business, they can verify the market conditions of the current subjects based on the training camp MVP model.

MVP is short for Minimum Viable Product. To determine the MVP model, you need to first find the key path in the bootcamp business:

Students sign up –> add senior students on WeChat –> add to group –> students attend class –> convert in class –> if conversion fails, keep the students and continue related operations

2. Product Model

Then split the key paths one by one to see which links require product intervention:

• Sign up –> Configure the landing page product. This landing page needs to have the functional logic of the form;
• Add the senior’s WeChat –> After successful registration, the student needs to be presented with the senior’s QR code. This logic is also implemented in the landing page product;
• Add to group –> In this step, the senior student needs to add the students to a WeChat group for unified maintenance. This step does not require product support;
• Students need to have a live broadcast room for class. There are many standardized live broadcast room products on the market. You can choose any one (Xiaoetong, NetEase Live, Tencent Classroom, etc.);
• In-class conversion –> There needs to be a trading platform product that can support online purchase of corresponding course products. In this link, the live broadcast product platform usually provides corresponding functions for matching use, and of course the platform will take a commission;
• If conversion fails, retain the content and continue related operations –> you can experience the training camp again.

Abstract product model:

1. Landing page product (supports registration and display of WeChat);
2. Live class products;
3. Payment for goods.

3. Model construction and implementation

(1) Landing page product

Landing page products need to be displayed in pictures. The product architecture is mainly divided into three aspects:

• 【Design Page】: There is a visual page and the domain name link needs to be configured.
• [Registration Form]: Students can register by entering their mobile phone number on the visual page.
• [Payment] (optional): If you want to increase the user's intention, you can set up paid registration. Usually the price of the training camp will not exceed 10 yuan.
• [Senior QR Code]: Displays the next steps that students should take after registration.

(2) Live class products

The core content section of the live class product architecture is the class session:

• [Academic Affairs Operations]: This is a business process that requires creating a live broadcast room, arranging the live broadcast room (course map, course content outline, related activity description information, etc.), helping lecturers upload courseware, and using the academic affairs identity to interact with students.
• [Lecturer side]: The lecturer needs to have a separate entrance to enter the live broadcast room, and can push the stream through software and hardware. The lectures are taught through live video, operation courseware, screen sharing, etc.
• [Student side]: Enter the live broadcast room through the student side link, and you can apply for online interaction and text interaction with the instructor, and come and go as you please.

(3) Product payment

Live classes usually last about 3 days. On the 2nd or 3rd day, the instructor will start live streaming to sell goods after or during the class. At the same time, the operations sales staff will also begin to actively convert products in the live broadcast room and WeChat group. Orders can be placed directly in the live broadcast room, and some promotional copy will be pushed in the group. At this time, if the students are interested in the course, they will pay and place an order.

The core of this part is: [Products] and [Services].

[Product]: Send to the group via a link, users pay through Alipay or WeChat, and an order can be generated after payment. At the same time, you can enjoy the service of this product after placing an order.

【Service】: After placing an order, users will immediately enjoy the paid product. The smoothest option is still to do it on the live broadcast platform, but in order to better serve users, other clients such as APP are usually introduced for learning.

3. Design from 1-N product model

Not all courses are suitable for the boot camp model, and not all courses can make the business line profitable through the boot camp business model. Whether to continue this business line can be verified through the MVP model.

Once the training camp model has been verified, the next step is to scale up the training camp model to further amplify the advantages of the training camp and form a replicable, scalable, and data-traceable form. The product model starts with iterative design from 1 to N. Then, based on the MVP model, the iterative steps are as follows:

1. Training camp management part

The product system of training camp management includes: training camp management, camp period management, student management, and class data management.

(1) Training camp management

Scenario: Mainly distinguish different training camp subjects, and each training camp may be an independent operation project.

structure:

• 【Training Camp Name】: Name of the training camp project.
• [Subject Classification]: The system subject classification to which the current project belongs for the overall business. For example: certification category, subject category, skill category, etc.
• [Training camp related introduction settings] are used to create a complete training camp product structure for front-end presentation. Includes: details page, introduction, instructor-related information, original price, and related pictures.

(2) Camp management

Scenario: Each training camp has a sustainable business, so there will be multiple camps in the same training camp.

structure:

• 【Camp Period Name】: You can configure it yourself.
• 【Camping period】: includes the course start and end time, and the delivery start and end time. The cycle of a camp starts from the enrollment of students for that camp and ends with the completion of the camp courses. For students, it is necessary to know the class cycle. For operational business, it is necessary to understand the enrollment period.
• [Live Course]: Need to be configured as the live broadcast room data for students to take classes.

(3) Student management

Scenario: After students place an order and register, the relevant data will be entered into the corresponding camp period. Therefore, student management is under the next level of structure during the camp period.

structure:

• [Username] [Mobile phone number] [Registration time]: These are the basic information of students, and will be obtained when students register.
• 【WeChat】: After registering, students will add the senior’s WeChat (corporate WeChat is recommended). Afterwards, the senior student will try her best to synchronize WeChat with the student management to facilitate the subsequent management of students.
• [Assignment of senior students]: Initially, after students register, they will be assigned a specific senior student. However, due to the expansion of the scale, one senior student was unable to take over all the students in the same camp. Therefore, there will be an allocation strategy, and here the senior students only need to look at the students they are responsible for.
• [Channel]: You need to mark the channel source of the student’s registration. The operation will not only be carried out on Douyin, but also on other related channels. The quality of students related to different channels can be counted here.
• [Converted]: Mark whether the learner finally converted to the course. The core data conversion rate of large courses can be counted.

(4) Class data management

Scenario: Although the training camp only lasts for 3-4 days, the class data, homework data, form data and other data collected during these days are also important analysis links for the subsequent conversion analysis funnel.

structure:

• 【Live broadcast data】: students’ attendance time in live broadcast courses.
• 【Homework Data】: The status of students completing homework in live classes. (Usually 10 multiple-choice questions or less is recommended)
• [Form Data]: Mainly to investigate some basic information of students before class, so as to provide accurate services to students later.

2. Landing page management section

The landing page management part includes: landing page module management and delivery rule management.

(1) Landing page module management

Scenario: Each training camp has its own landing page, and the same landing page may not be used all the time. Different channels may have different effects on different landing pages.

structure:

• [Landing page template name]: Name the landing page template.
• [Landing page link]: Each configurable landing page is a front-end visualized landing page. Therefore, a standardized page link is needed here. In subsequent use, some parameters will be added through rule settings.

(2) Delivery rule management

Scenario: In actual business, the demand for each enrollment campaign will be slightly different. Including the price, time, assigned students, set channels, etc. of each launch.

structure:

【Delivery Channel】: Each training camp needs to have a specific delivery channel. In order to better count the effectiveness of this channel, it is necessary to configure a certain channel for the landing page link before delivery. For example: utm_medium=douyin(抖音).

[Price]: Set the price of the training camp for this period. Generally, the price is between 0 and 9.9 yuan, with 0 yuan and 1 yuan being more common. If you need to raise the user threshold, set it to 9.9 yuan. If you need more users, you can set it to 0 yuan.

[Configure senior sister]: The WeChat account of the senior sister who will serve students after they register. It can be allocated according to proportion, number of registrations, or channel.

[Landing page information]: Instructions for customizing the landing page.

3. Order management section

Order management includes: small class orders and large class orders.

Scenario: The core registration data of the training camp business includes the training camp small class orders and the converted large class orders.

structure:

Large and small class order management.

[Basic order information]: [Order number] [Order status] [Payment price] [Payment time] [Payment platform].

【Product Information】: Product information related to training camps, camp periods, and large classes.

[Basic user information]: [User name] [Mobile phone number].

[Operational business information]: [Assignment of senior students] (excluding large-class products) [Channel source].

4. CRM system

The CRM system includes: CRM system and senior WeChat management.

Scenario: Further standardize the business data system. Users who have registered for the training camp course can enter the CRM system. Because from a strategic perspective, the training camp business is just one of the user data source entrances for CRM. It can serve more business forms. At the same time, after entering CRM, it can extend the corresponding user value through subsequent customer system circulation.

structure:

【CRM system】: This is a complete user flow system. The design includes the distribution, follow-up, order formation, and high seas of user leads. This article focuses on the training camp business. For CRM, please pay attention to subsequent articles.

[Senior Sister WeChat Management]: The reason why WeChat senior sister management is also included in the CRM system is mainly because senior sisters are likely to also play a sales role in the CRM system. Therefore, merging senior students and sales is also a way to maximize the use of relevant resources.

IV. Conclusion

In the initial training camp model, whether it is registration-class-conversion, it can be used in conjunction with third-party tools. Some third-party platforms can even provide integrated product services, and users only need to provide on-site operations. This stage is mainly to verify whether this direction can achieve profitability. Usually, if ROI>1.5, execution can basically continue.

In the later stage, as the business scope and scale expand, the training camp products can be modeled, and a series of data can be stored on your own platform. At the same time, you can also make some personalized rules. For details, please refer to the relevant details in this article.

This article mainly analyzes the training camp project architecture from the perspective of the product, and will share some articles about the operation ideas of the training camp in the future.

Author: Xingfeng

Source: Xingfeng