How do we acquire the first batch of seed users?

Before acquiring the first batch of seed users , I first sorted out the current status of the product and the resources I had:

1. The product is positioned as a content platform and payment tool . The content is presented in the form of short videos and live broadcasts , and the payment system is self-built. The initial market mainly covers the US market, starting from town A.
2. The first phase of the product has been initially developed, mainly including short video and live broadcast functions, but it has not yet passed the review of the electronic market.
3. The product team is focused on the development of the second phase and is unable to provide human resources.
4. The operation team can assign one person to support the expansion of seed users.

Next, we start thinking about how to acquire the first batch of seed users?

We have a purpose for everything we do, so we need to determine the purpose of acquiring the first batch of seed users.

1. Understand the concerns of the seed user group and obtain their needs
2. Help us to conduct product trials, let users participate in product design, and optimize products

After determining the purpose, all subsequent work needs to be carried out based on these two points in order to find seed users who meet the requirements and to guide subsequent user operations .

First of all, we need to define seed users, that is, what kind of people are we looking for?

First of all, they are the audience of our products, and they are also the main user group of short video and live broadcast products, and they are interested in experiencing new things.

From the above situation, we can see that our initial audience group is the people in town A, and our seed users also come from here. They may be students, teachers, staff, town residents, shop owners, etc. in the university town.

From another perspective, he also needs to be the main user group of short video and live broadcast products to meet our requirements. Who are the main user groups of short video and live streaming products? I don't know how to find foreign data for direct comparison with domestic data because my English is too poor. Links and data:

• Live broadcast user population analysis: http://www.wosh ip m.com/user-research/418778.html
• Analysis of short video user groups: http://www.woshipm.com/operate/583345.html

From the above analysis, we can determine that the group of people we are looking for are mainly concentrated in college students in Town A, high school students in Town A, and young people in Town A.

Next, how do we find our seed users among these people?

Since we are unable to recruit locally now, we can only adopt the strategy of acquiring these users online. First of all, we need to know where these people appear online so that we can let these recruitment information reach them.

We sorted out where most seed users might be gathered and where we can reach them more easily:

Comparing the places where people live and the information publishing platforms in China, we can think of: QQ groups, Weibo, Douban , Tieba , local forums, Ganji/58.com, short video platforms/ live broadcast platforms , etc. If we look at foreign countries, we can lock in:

1. Facebook private message people in town A, Facebook group, Facebook homepage of town A
2. Instagram private messages, users under public topics related to town A
3. Private message on Twitter, users under the hot topic of town A
4. Find some users related to town A through videos related to town A uploaded on youtube
5. Similar to the gathering place of Tieba forum, the A town related channel of reddit, and the posting of Facebook location
6. Cragislist posts recruitment information in the same city

Taking into account the amount of our own resources and the cost-effectiveness of the channel selection, we plan to directly find users mainly through Facebook, YouTube, and supplemented by Instagram and Twitter, and start by recruiting by posting on reddit and Facebook.

Combining the above channels, we can see that there are two ways to reach users:

• Find target users from the platform and contact them directly
• Post recruitment information on a user gathering platform where information can be posted

If you want to find users from the platform and contact them directly, you need to think about two things? How to find these users on the platform? How can we find these users and communicate with them so that they can become our seed users?

Take Facebook as an example:

1. The first step is to find users

(1) Search for keywords such as "A Town, A Town Branch, A Town Senior High School" to obtain topics and users or groups, and directly find users to send private messages.

2. Communicate with users

(1) Hello, we are XXX. We are now looking for Davis users to participate in the design and trial of our products. You can get a lot of benefits from it. Are you willing to try it?

(2) Regarding the answer:

If the other party answers "yes, can you tell me more?" or something similar, we continue chatting.

About the product: We are making an app where you can buy discounted pizza/coffee, and you can get the latest discounts from merchants around you. In addition, you can also get some live broadcasts and videos on it, but we need your suggestions on the specific content direction?

About us: We have our own payment company, a professional development team, and good investors behind us. We want to use Town A as our base to develop our products so that everyone can buy more favorable things and get the latest information about life.

About benefits: As someone who participates in our product design and trials, you will be the first to receive benefits, ranging from a one-dollar pizza, one-dollar coffee, to an internship opportunity.

About what to do:

• We will set up a WhatsApp group. We have also set up our own FB page and FB group, and we will invite you to join.
• We regularly hold online events for soliciting suggestions and trying out our products.
• We will hold gatherings and parties offline and invite everyone to participate in discussions and dinners.

If the other party answers "no" or refuses,

Probe: First of all, thank you for your reply. May I ask why you rejected it? Is it because you are too busy? We won’t take up too much of your time. If it’s because of distrust, we have already established an office in Town A and you can go there to learn more.

Clearly refuse: OK, thank you for your reply anyway, and look forward to seeing our products!

PS: For other issues, the person in charge of communication is free to express his/her opinions

3. Next, after the user enters the group, they can proceed to the next stage of operation.

If we post recruitment information on a platform where users gather, we need to think about how to post the information so that more people can see it and be attracted?

1. Think about the topic and content of the post. Examples are as follows:

Topic: A town is recruiting seed users, massive benefits are waiting for you!

Activity benefits:

• Priority access to app benefits, such as $1 pizza and $1 coffee
• Participate in product design and product trials
• Those who perform well can receive cash rewards or even internship opportunities.
• Participate in offline party in town A
• Have the opportunity to become the product ambassador of A Town

Personnel requirements: College students, high school students or residents of town A

Contact information: Facebook homepage link, email address, or reply under the post. If you want to know more, please contact us

2. If interested users contact you, communicate according to the previous step.

Through the above methods, we can obtain our seed users. This may be a tedious task because we need to communicate with each user one-on-one, but in this process we can also better understand the user's situation. For some valuable information, be sure to record and analyze it.

Throughout the process, we also need to constantly adjust our dialogue techniques and directions based on actual conditions to improve the efficiency and quality of our user recruitment.

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

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