A cold start project from 0 to 1: My operational thinking

This series of articles mainly discusses the four parts of a cold start project from 0 to 1: the current situation layer, strategy layer, execution layer, and iteration layer. Today we enter the next part of this series - the execution layer and iteration layer. I hope this can bring some thoughts and inspiration to you who are currently doing operations .

We often say that strategy is the way of operation and execution is the art of operation.

With strategic support, project execution will be easier. Of course, the specific implementation process cannot be achieved overnight, but requires a series of steps.

For operators, during the entire execution process, it must be understood that no matter how perfect the initial plan is, the execution must be a coordinated result.

What is more important than a perfect strategy is execution. No matter how capable the operation is, deviations will occur during the actual execution of the task.

At this time, you must not pursue perfection excessively. Constantly worrying about the effect being different from what you imagined will only waste time and energy.

An efficient approach is to compare the results of the activities with the established goals in a timely manner, make adjustments and corrections, so as to achieve the goals.

As mentioned above, the strategy of the Product Experience Officer is to select high-quality users, establish a Product Experience Officer community , conduct refined community operations , and cultivate them into loyal users; providing them with more accurate and more humane services. And based on the real experience feedback from loyal users, timely improve product value.

Any plan is the same. The key to making a plan is the ideas. After clarifying the background, first determine the purpose; then set specific goals and break them down around the goals, and then determine the implementation plan ; all subsequent content is based on the purpose and goals.

1. Execution Layer

Step 1: Build a community management framework

(1) Community name

Fanxun Chief Product Experience Officer Community.

(2) Vertical positioning of the community

Product community: product fans and loyal users.

(3) Value design of community operation

1. Sense of ceremony: such as welcome to the group, red envelopes for joining the group, self-introduction, etc.;
2. Sense of participation: for example, participating in product launches, new product internal testing, group discussions and sharing, product feature feedback, etc.;
3. Sense of organization: Topic discussion, if conditions permit, users can even be invited to participate in company annual meetings and other activities;
4. Sense of belonging: For example, issuing the "Fanxun Chief Product Experience Officer" certificate, public thank-you session at the press conference, etc.
5. Motivation: When group members have good output, they should be given certain rewards in a timely manner;
6. Sense of crisis: Implement an elimination system to improve the quality of membership.

(4) Community norms

1. Threshold rules: Invitation system, the official will recruit and invite high-quality users to ensure that the early community is small and beautiful.
2. Group entry rules: group name, group information, group announcements, member names, self-introductions, etc. are all in a unified format.
3. Violation treatment: one reminder, a warning; two times, ask you to leave.
4. Elimination mechanism: If there is no speaker for 15 consecutive days, the person will be kicked out of the group.

Step 2: Build a community value system framework

(1) Priority experience of the company's latest products and latest versions

After completing the development of new product features, invite users to participate in internal testing, experience product features first, solicit users' suggestions and opinions, and reward users who make suggestions and opinions.

(2) Network ( social ) resources (agents who are as good as you)

Communicate with many real estate elites: company management, work processes, business skills and other related industry knowledge.

(3) Sharing of high-quality content

1. Operations staff will share real estate-related information, interesting pictures, and short videos in the community;
2. Other high-quality content such as basic tutorials on the company's software;
3. Sharing platform WeChat public account articles;
4. We regularly invite industry leaders to share their experiences online.

(4) VIP customer service

We provide a complete pre-sales support and after-sales service system, and expert customer service responds promptly to ensure that customers can use the software stably and smoothly.

Step 3: Build a community membership structure

（1）What kind of person can become a Chief Product Experience Officer?

• Have a deep understanding of the real estate industry and extensive experience in using the company's software, and have a unique and mature methodology;
• Actively participate in product exchanges and maintain a friendly atmosphere in the community;
• Actively cooperate with staff and recognize Fanxun culture.

(2) Recruitment of community members

• Product experience officer recruitment soft copywriting and poster design to attract users to sign up;
• Organize user application information and preliminarily screen candidates;
• Learn about referrals through business personnel;
• Communicate with customers one-on-one to understand whether they meet the standards of Fanxun Product Experience Officer and screen high-quality members.
• Invite people to join the group and clarify the responsibilities of the community;
• Post-maintenance.

2. Iteration Layer

The essence of our establishment of this product experience officer community is to conduct refined operations based on the stratification of user behavior attributes. Refined operations are a systematic discipline, which includes the following parts:

01

The organization itself must first have the driving force to attract users to join and be able to continuously attract new users. If there is not enough value to continue to attract users, the subsequent iterations of the community will basically not be very good.

Therefore, we need to establish a user attraction mechanism to accumulate more high-quality users. High-quality users are the lifeblood of a platform. We must set a certain entry threshold and never lower the screening standards even at a later stage. Only those who meet the requirements can gain access.

02

Secondly, the organization must have some rules to maintain the health of the group. At this time, it is necessary to design and improve the incentive system from the user's perspective to extend the user's active cycle.

If new members who join subsequently cannot adapt to the rhythm of the community in a timely manner, the valuable content they can provide will be greatly diluted, which will inevitably lead to a decrease in the usefulness of the community's overall content. In serious cases, it may even cause old users to leave, and the core users who were brought in by the community will probably have to find other ways out.

Therefore, we must pay attention to both the retention and activity of old users and the uncontrollability of the platform caused by the large influx of new users. Even if there is no way to achieve absolute fairness, we must try our best to avoid unfairness.

As for the incentive system, pure material incentives are no longer what they value; it is more about taking every suggestion made by the customer seriously, and giving corresponding feedback regardless of whether it is adopted or not, so that users feel valued, which can further motivate users to produce content.

03

Finally, we must continue to satisfy the uniqueness of users in the community, give them some privileges, and make them feel more honor and belonging.

For example, every time we release a national product upgrade, we will publicly thank the members who provide us with help, so that users can be proud to become members of the Chief Product Experience Officer.

3. Final Thoughts

Regarding the workplace, I believe that there is not only fighting among colleagues, but also mutual learning. I hope to communicate with you and grow together. I am Lu Renjia. I hope my independent thinking, free spirit and keen insight will be with you.

I hope you can gain something from the above.

Source: Lu Renjia