APP front-line practical summary: How to operate a product line externally from 0 to 1?

Before I start writing, let me explain my background: I am a TO B product manager with almost one year of work experience. Although I have worked on many new product lines since joining the company, this is my first time to officially launch a new product line on a large scale.

The product being operated this time is a cloud computing TO B storage product. It has been online for about 2 years, but has never been operated externally. In the first two years, user growth was steady as a rock, but the data was very bad, so I won’t tell you. After this operation, the growth rate of trial users increased by about 2500% year-on-year. It has a small effect, so I write it down here and discuss it with everyone.

Table of contents

1. Methodology

The above three stages can be summarized as three early, three fast and three more.

2. Key work points for external operation of product lines

3. Specific work content

3.1 Operational Planning (5w2h Rule)

1. WHAT
2. WHY
3. WHO
4. WHEN
5. WHERE
6. How
7. HOW MUCH

3.2 Product Line Operation Plan

1. Operational Background
2. Analysis of current industry and competitors (mainly describing the industry situation, competitor operation strategies, competitor operation activities, etc.)
3. Product positioning and status (mainly explain the positioning of this product line and its position in the industry)
4. Operational goals (Is the main goal of this activity to attract new customers , retain customers , or promote activation? Who is the main target group?)
5. Operational cost control description (estimated results, estimated investment, and approximate cost-benefit ratio)
6. Operational specific plan and schedule:

• One-time operation or continuous operation, the points and rhythm of continuous operation (TO B and TO C, different in different industries)
• Determine the contact persons and work-related contents of each business party that need to be designed

7. Preparation of operation materials

• Determine the main operating point: price or function or performance or stability or scenario-based problem solutions
• Operation methods and various channels , pay attention to the following points:

1. Activity operation (activity method, expected target user type)
2. Community operation (V2EX, Zhihu, Nuggets, oschina, etc., QQ groups, WeChat groups , etc.)
3. We-media operation ( WeChat public account , Zhihu enterprise account)
4. SMS and email operations (note the need to bury the dots)
5. Search engines (Baidu, Google , Soso, 360)
6. other

• Product Design

1. banner (PC, mobile, pay attention to the traffic conversion entrance)
2. Operation details page (pay attention to traffic conversion and sharing, pay attention to data embedding points)

• Operation materials

1. pr material
2. SMS and email marketing copywriting
3. Community operation materials

8. Operational plan communication

• Explain the reason for operation
• Achieve a common goal
• Determine the contact persons for each group
• Negotiate overall rhythm
• Confirm the specific tasks, delivery quality and date requirements for each task

3.3 Project Implementation

1. Project Management

• Product Review
• Schedule
• Research and Development
• deliver
• test
• Go Live

2. Training for sales and customer service

• Summarize the possible problems and provide training to customer service
• Communicate with sales to promote product usage and feedback from key customers and marketing customers
• Organize user return visits with students from the operations/user care group

3. Data that needs attention for continued operation after launch

• Traffic Class
• Order Class
• User Class
• Sales
• Risk Control

3.4 Operation Summary

1. Effect evaluation

• Product line influence (operation assistance required)
• user
• Revenue
• flow
• Order

2. User analysis

• User requirements collection
• User feedback summary
• User Profile
• User behavior analysis

3. Market analysis

4. Lessons Learned

Although I stepped on many pitfalls this time and there were many shortcomings. But there are also many gains and conclusions. In addition to the actual growth in operational data, we also found many things that were inconsistent with our previous assumptions, and gained insight into some idiosyncratic behaviors of users in the cloud computing industry. Very interesting!

3.5 Post-Sequence TODO

3.6 Sharing

Analyze results and lessons learned with partners, brainstorm and improve processes.

at last

A few days after writing the first draft, I suddenly realized that the whole process of selecting channels and finding seed users and channels in TO C products and conducting the first round of operations was exactly the same. The theory behind the product is absolutely the same. No matter what product you are making now, it is really important to accumulate methodology. Think more. Things that you may not understand now will become clearer to you in a few days.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article is @janezhang   Compiled and published by (Qinggua Media), please indicate the author information and source when reprinting! Site Map