How to build a high-priced online training camp delivery system?

Today I want to share with you an article about how to deliver a high-priced online training camp . The high price here means that the average customer price of the training camp is at least one thousand yuan.

As mentioned earlier, we have discovered two phenomena. One phenomenon is that there are more and more founder IPs now, and some of them will realize them through high-priced online training camps. Although short-term monetization conversion is not difficult, how to provide service through high-priced training camps, build reputation, and continue in the long run is something that needs to be considered.

Another phenomenon is that low-to-high conversions are so common in the market that users are immune to them. Therefore, we need to think more about how to better serve these converted users and make them feel Wow and valuable. Outsiders think that training camps are just lectures and answering questions.

Personally, I think that training camp = community + supervision service + lectures and Q&A . If there is a community, it is necessary to create a circle atmosphere. So how do I do all these? Please see the catalog. You can read it as needed. Enjoy:

• Clarify the goals of high-priced online bootcamps
• The underlying logic of designing high-priced online training camps
• Delivering high-priced online training camps from three major perspectives
• How to create a community atmosphere for high-priced online training camps

1. Clarify the goals of high-priced online training camps

You may wonder why we need to think about goals when this article talks about delivery. This is because delivery operation actions are linked to goals, and the corresponding goals and corresponding movement actions are different.

This goal refers to the training camp goal and also the students' goal. What do students want to gain through this training camp?

Goals can be divided into two categories. One is real and practical , such as allowing you to make money through a training camp, such as Zhihu Good Things; the other is virtual and more experiential, such as allowing you to learn a skill, such as learning to write, learning Python, learning to open a store, etc.

After clarifying the goals, the focus on indicators in the corresponding delivery process will be different.

After clarifying the goal, the next step is to design the gameplay, that is, the incentive mechanism, which is the core of the entire training camp.

2. Designing a high-priced online training camp gameplay

The underlying logic design principles make every action reasonable and purposeful. Let’s take the student incentive mechanism as an example:

1. Learn to disassemble and grasp indicators

Let’s list the indicators first . Taking the training camp as an example, it is inseparable from various indicators such as attendance rate, homework rate, output of practical content, landing rate, check-in rate, conversion rate, etc.

Then focus on the core indicators or the indicators that determine the core indicators . This needs to be based on the goals of the training camp. If it is aimed at sharing content, then focus on the number of content outputs; if it is to help students land and help students make money, then the core indicator is to focus on the indicators that determine the landing rate.

2. Give value

After clarifying the core indicators, you need to think about how to achieve the indicators. The basic method is to design a points system. For example, the core indicator is to share xx content, which can get xx points. After getting xx points, you can get something, such as writing an essential post to get Dragon Balls, which can be exchanged for money or enter the Dragon Ball Club.

What they get must be valuable and attractive to them. Then you have to think back and think about what users want. Just give what? Like status and position, such as the Dragon Ball Club; on the other hand, for the training camp, users definitely want the captain's special training. After all, with someone to guide them, they can avoid many detours.

3. Penalty mechanism

A team must have rewards and punishments, and the training camp's incentive mechanism is the same. We will also have corresponding punishment mechanisms for students who perform poorly. For example, if they fail to complete their homework for two consecutive times, they will be demoted to auditors. By setting rules, we can serve as a warning to students and play a fundamental role in creating a good atmosphere.

After talking about the core design of the entire training camp, let’s talk about how to deliver a high-priced online training camp from three major aspects.

3. Delivering high-priced online training camps from three major perspectives

It mainly talks about how to provide services and deliver services after the students are recruited, so it is divided into the following sections:

1. Preparation period

(1) Project schedule

That is, what needs to be done and when.

Generally, a Gantt chart is used to divide the period into six major sections: group recruitment period, camp opening, group operation period, student operation period, camp closing, wrapping up and review period. Specific time nodes are written out for each section, and then each section is refined, working backwards to determine the time nodes and executors required to complete each specific matter. See the table below for details:

(2) Group Recruitment Period

The teaching assistant team is the online team of the training camp. Their purpose is to serve the students and assist in operations. They are extremely critical and important, so it is particularly important to select a good teaching assistant team. How to select them? I have summarized three angles to consider:

• Whether it is professional and keeps pace with the times . (Like some training camps in the bonus period, such as the foreign version of TikTok, many rules are changing. As an online group, whether they understand the latest rules and whether they have corresponding solutions. Of course, professionalism that keeps pace with the times is a must for the instructor team, but it would be better if the online group has this);
• Whether you have management ability (because you have to manage 10-15 students). As for how to judge management ability, ask participants to give examples to prove their organizational ability and talk about their management experience.
• Do you have enough time and patience (because many newbies ask stupid questions that don’t require any thought).

2. Operation Period

(1) Opening of camp

In addition to the strong sense of ceremony of the opening of the camp, it also lets them know how to spend the next month or so, when to attend classes, when to complete homework, and how to become an outstanding student and get a scholarship.

(2) Opening session

• Notice: Inform students in advance about the opening ceremony and let them know the time and format of the opening ceremony, etc. This can be done through various means such as posting group announcements, changing group nicknames, etc.
• Warm-up: Let everyone post a self-introduction in the circle’s self-introduction section in advance. On the one hand, it allows everyone to expose themselves and connect with others; on the other hand, it makes the community active.
• Formal introduction: speech by the organizer + speech by the captain + online team appearance and video + course introduction + introduction to the incentive mechanism.
• Ending with a screen-filling speech: The type of speech used is extremely important. For example, encourage trainees to share more valuable information throughout the training camp. At the same time, they are very attractive for the captain's special treatment. Therefore, the speech at the end of the opening ceremony can be written: I will share X pieces of content and get the captain's special treatment. Attached is a reference for the words, as shown in the picture below.

(2) Group Operation Period

This is the most core part, because how they provide service determines how the students feel. Serve with all your heart and do it with a clear conscience is what I tell myself every time I go to a training camp. Next, I will talk specifically about how I use psychology and plan small activities to improve the enthusiasm of the online team.

① Using various psychological

Taking advantage of the herd effect , everyone copies each other's homework and praises others.

Take advantage of the fact that everyone likes to be praised , and praise them for good performance, thereby guiding everyone to move in a better direction. This will also influence their willingness to share their things and motivate them.

Taking advantage of the fact that everyone wants to be valued , I basically respond to what they say. If that person rarely speaks, I will pay extra attention to him once I pop up.

② Plan some small activities

Plan an activity of guessing homework completion rate by competition , similar to guessing the size, to increase the fun while improving the homework completion rate. Update new gameplay for each guessing game, such as giving XX points for guessing correctly; next time you can change it to allow a floating error range, etc.

In order to better help students place orders in the medium term , we have planned order assistance benefits. The gameplay is very simple. You can get X points by helping a student place an order. At the same time, if the student shares, he can get X points again.

(3) Trainee operation period

On the one hand, let users know the next arrangements, and on the other hand, solve user problems and serve students well.

How to solve user problems? In terms of attitude, never abandon or give up on anyone. In terms of action, users will be stratified according to the training camp goals. Meetings will be held with teaching assistants every week, and different meeting templates will be given to them, as shown in the following table

At the same time, find out most of the existing problems. For example, take the foreign version of Douyin as an example, which aims to increase fans. Finally, it is concluded that the existing problems are black screen, 0 broadcasts, limited flow, and low playback volume. Then start from the content and service ends.

The content side improves tutorials on black screen, account, material, editing, and other aspects, and outputs content in the form of welfare for teaching assistants to claim. At the same time, a daily promotion table of useful information is formulated and shared in the group at 11:30 every day;

In addition, we invite relevant important guests to share solutions to current problems. As for the server side , we let the teaching assistants create groups according to their own situations. As shown in the following table

(4) End of camp

According to the "Peak-End Principle" in psychology: if the user's experience is pleasant at the peak and the end, then the entire experience will be pleasant ; the same is true for training camps, so users should feel warm and cared for on the day of the camp.

• So how do you do that? First, you can find a song that fits the entire training camp;
• Second, we can make an adaptation based on this song. Our online team made an adaptation based on this song before the camp ended.
• Thirdly, we should develop the habit of recording materials at any time and any meaningful moments. At the end of the camp, we can make a video to let them feel the warmth of the online team and the entire training camp.

3. Closing and review period

(1) Review

Review the project, continue with the good parts, optimize and improve the bad parts, and use the section-by-section mind map format for the review.

(2) Sop

Talk about each section and write down how to do each step in the form of pictures and texts, make it process-oriented and procedural, and then continue to optimize and iterate, and expand it. Not only training camps can be SOPs, but any other content can be SOPs, even the new employee onboarding process can be SOPs.

4. How to create a circle atmosphere?

Let me give you an example. Why do we feel solemn and sacred as soon as we enter a temple, and want to worship? This is because of the architecture and atmosphere. Returning to training camp, the same is true. People who come in see a lot of order reviews and sharing content in the circle, and they will naturally be amazed and influenced by them. So how do you create a circle atmosphere?

1. Carrier

Find a carrier to carry the content, such as Knowledge Planet and DingTalk Circle. Most of the platforms on the market use Knowledge Planet.

2. Content column planning

After finding the carrier, divide the columns. The division principle is determined according to the actual situation of the training camp, and select the parts that need to be precipitated for precipitation, such as the order review area, sharing area, question area, etc.

3. Content Production

(1) Find out why users do not write and the solution

If she is afraid to write or thinks her content is not good enough, then you should encourage her ; you can also tell her the benefits of writing: in the process of writing, she can sort herself out and connect to personal resources; she can also get some material rewards.

If they don’t know how to write, then provide them with templates and ideas.

Either there is insufficient motivation for writing, and the reason may be that the incentive mechanism design is not attractive enough , in which case we should return to the gameplay design; or the incentive mechanism may not be well publicized, in which case we should continue to publicize it to everyone from the pre-camp manual, the opening of the camp, and even daily.

(2) Let writers continue to produce content

For them, we should publicize widely and give them enough sense of honor, value and satisfaction , such as publicly praising them in the group and guiding everyone to like and comment. Taking such measures will allow writers to continuously produce content, and will also encourage other people to produce content, forming a positive cycle.

If this positive cycle continues, it will create a herd effect where everyone will output. Output becomes the standard, and it will be embarrassing if you don't output in the future.

Author: Yang Si | Youth

Source: Yangsi365