Why is the plan written so comprehensively but useless?

Understand the general product situation step by step and break down the goals

1. Sort out the current status of the product

2. Fishing for data

First export the recent active data and churn data. If there are business indicators, then extract the business data.

Some relatively basic data can be directly stored on the general data monitoring platform, and business data is normally self-built.

1. Basic data: Check Umeng , Baidu, and GA
2. Business data: Filter through self-built business data platform or query from database

After reading the first and second points, you will know how heavy a responsibility you have shouldered.

Don't panic, we can win.

3. Think about how to improve active indicators on the existing basis

As an operator who loves learning, I have read hundreds of articles of this type. A search on Baidu will yield all kinds of articles such as "Top 10 Ways to Quickly Increase App Activity", " User Loss Because You Ignore These 3 Points", etc.

So we quickly wrote down dozens of active methods, and then sent the mind map + PDF directly to the boss, saying, "This is my ideas and plan details."

At first glance, there is no problem. All the ways to promote activation have been written in, and it is not easy to achieve the target. A targeted operational plan was listed in a lengthy manner: it seems to be just one word: complete. Basically, everything that can be thought of is included in it, including various routines and activation methods that appear in articles on the market.

Many people will encounter this kind of problem-solving scenario, but the result of doing it this way is that you have to arrange many things without prioritizing them.

Are you done yet? Will doing these things definitely produce results?

If you have enough time/manpower/resources, you can try to do this, but if not, how to do it requires fine-grained operations and the ability to evaluate and discard.

Refined Operation

Evaluation mainly refers to finding the core influencing factors of indicators and resource inputs, screening reasonable solutions, and discarding some things that are not important for the time being and can be left alone or postponed. We need to use our resources in the most effective way and not cast a wide net.

1. Factors affecting indicators

For example, if you need to increase activity, you can compare active users VS inactive users from multiple angles.

• Login regularity (once, twice a week?)
• Comparison of key function usage
• Activate a service to compare active
• User component conversion
• Comparison of participation in activities

Etc. List all the factors you can think of that may affect user activity. It is best to combine them with the actual business of your product. It is meaningless to just look at some simple data.

How to do it?

(1) Bold assumptions

Whether to open this service has a greater impact on user activity

(2) Obtain the corresponding data based on the hypothesis

• The user composition of this service
• Composition of users who have not activated this service

(3) Data verification hypothesis

Here is a comparison chart of mine, which verifies multiple factors according to a certain dimension, and the specific values ​​have been erased.

The first column is the average value, bi is the various factors

(1) It can be seen that the numerical differences of the items marked in red are relatively large, indicating that factors g and h have a greater impact on promoting user activity.

(2) i has a significant impact on user activity

By comparing the data, we can see the impact of various factors on whether the service is activated and the user activity/churn, which helps us find some key influencing factors.

Following this approach, we can verify each of the methods listed previously to determine whether the factor has a significant impact on our indicators.

Can be replaced by 1-5 (5 is the most important, 1 is the least important)

2. Resource investment

The methods you listed are all aimed at 1-2 influencing factors. The investment of resources should take into account the previous input-output data and this year's budget. The reference data are as follows: personnel, resources, budget, time

This depends on your own project. It is similar to the principle of investment. Some are large in quantity but expensive, some are small in quantity and cheap, and some are moderate. A reasonable assessment of the resources required to optimize each factor should be made.

Can be replaced by 1-5 (1 uses the least resources, 5 uses the most)

3. Method screening

With the conclusions of 1 and 2, we can list the following table to optimize this solution

This table is just an idea, and the specific values ​​are important. The purpose is simple: to find the solution with the greatest impact and the least resource investment and give it priority. According to the project goals, for example, if the time is tight, priority will be given to those with greater impact, and cost will be considered second. If resources are tight, priority will be given to those with less resource investment. This way, priorities can be set and targeted plans can be made.

In fact, this small table can also be expressed in the form of coordinate axes. You can find the right method in each area according to different business goals. I hope this idea can help you improve your work efficiency and reduce detours.

Having said so much, the plan will eventually be implemented, otherwise it will just be talk on paper. However, the various methods and relevant data you listed will be used to support your actions.

Note: This is carried out under the condition of data support (including historical product data and market data). If there is no data support and there is no similar data in the market to use as a reference, it is recommended to try it out with methods that have successful experience in related industries, but you must control and stop losses in time.

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

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