When taking over a new project, how can we quickly develop a reliable operation and promotion plan?

When taking over a new project, how can you quickly understand and develop a reliable operation plan ? As our capabilities grow, we will have more and more opportunities to come into contact with more new projects. At this time, we must have the ability to quickly understand new projects and develop operational plans. This ability is increasingly becoming a must-have skill for operators.

Operators have a greater chance of being exposed to new projects

In January 2017, LinkedIn and management consulting firm Bain released the "China Business Leadership Insight Report", which pointed out that the Internet industry is the industry with the most job hopping, without a doubt. The high turnover rate in Internet companies is a reflection of the rapid development of the industry.

LinkedIn pointed out in the report that in the fast-paced industry environment, few companies have enough time and resources to cultivate an effective internal talent system, and a large number of talents are recruited through external recruitment. In such an environment, operators need to constantly and quickly adapt to new businesses and products.

Exposure to more new projects helps improve personal abilities

From the perspective of personal development, exposure to more new projects will help improve personal abilities. "Deliberate practice" emphasizes that if you want to make progress, you need to step out of your comfort zone, and only practice in the "learning zone" is effective. This also means that if we want to make further progress, we need to explore new projects outside of our comfort zone. "Being well-informed and knowledgeable" makes our operational knowledge system more complete.

Since the ability to take over new projects is important, how can we quickly understand and develop a reliable operation plan? Is there a basic routine to practice this skill?

1. Clarify business logic and find key elements

When we first start a new project, we’re always eager to get started as quickly as possible, so we make a list of plans: How should the content be updated? How to implement the new customer acquisition plan? What kind of event do you want to plan? If you start working at the tactical level right from the start, it is easy to overlook the key elements and goals in the entire business logic, and it is also very likely to fall into a low level of diligence. What we should do is to clarify the basic business logic and business goals.

So how can we sort out business logic and business goals? We can use system thinking to help us sort out business logic :

1. What are the key elements in the entire business?
2. What is the relationship between these elements?
3. What elements and concerns need operators to pay attention to and promote?

Take the new project I took over, the shopping mall for smart TVs, as an example.

(1) Through research, we found that the entire business has several key elements: users, shopping malls, operators, business, and partners (merchants).

(2) What is the relationship between them? The relationship between elements can be shown through a flow chart.

(3) After understanding the basic logical relationship, we can see that in order to achieve basic operation of the mall, in addition to controlling daily product selection, listing and updating, we also need to pay attention to other key links in the business logic, as follows:

• Can users successfully enter the mall and place orders?
• Does the partner deliver goods to users in a timely manner? If after-sales problems arise, can its solutions satisfy users?
• What is the settlement status between partners and businesses? Is it consistent with the data you have? If there is inconsistency, what could be the problem?

2. Determine business goals and key influencing factors

After clarifying our focus, what is the most critical task for us? As shown in the business logic diagram, our most important tasks seem to be product selection, listing, and updating. But these are just observed surface behaviors, and the business goal behind them is to increase mall revenue. So what are the key factors that influence our goals? We can use the formula to decompose the factors that affect business goals and analyze which factors have problems. These factors and problems are the focus of our solution.

The business goal of the mall is revenue. We can use the formula to find the focus:

Revenue = Number of visitors * Order conversion rate * Average order value (the formula has been simplified for ease of understanding, and is more complicated in practice)

From the formula, we can see that the key influencing factors are the number of visitors, order conversion rate, and average order value. How to improve these three key influencing factors?

Taking the shopping mall as an example, the data analysis for the recent period is as follows:

1. Currently, the number of visitors to the shopping mall is relatively small, and compared with other modules, there is still room for improvement in the number of visitors.
2. Compared with peers, the conversion rate is a bit low.
3. The average order value is almost the same as the industry average.

Now we can determine the focus of our work:

1. How to increase the number of visitors?
2. How to improve order conversion rate?

3. Develop targeted operation plans

After determining the focus of the current work, further problem analysis is needed in order to formulate targeted operational plans.

Still taking the shopping mall focus problem as an example, if we further break down the problem using the formula, the solution will often surface on its own :

Focus question 1: How to increase the number of visitors?

Number of visitors = exposure * click rate

1. Are there enough entrances at present? Are there any increased possibilities?
2. Is the quality of the imports good? Is there any possibility of improvement?

In addition to formula decomposition, some elements and problems are not well suited to formula decomposition. For such problems , we can also take a step back and explore the reasons why they are being hindered.

Focus question 2: How to improve order conversion rate?

The problem behind the low conversion rate is:

1. Have you screened out more products that can meet user needs?
2. Is the user's ordering process smooth?

Through the above three steps, you can quickly sort out the new project and basically formulate an operation plan with a score of more than 70 points. At the same time, it should be noted that in this process, you need to communicate with your leaders constantly to ensure that the goals you set are consistent with the goals of your leaders or the company. After gaining an in-depth understanding of the new project, you will need to sort out the business logic again, find key elements, etc., in order to optimize the initial rough plan.

The author of this article @Awei compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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