Beginner operations cat, how to deal with the first demand output!
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A year ago, when I first joined a unicorn company focusing on O2O services, I wanted to label myself as passionate (not chicken blood), wise, fearless, and forward-looking. Looking back at the first month after I started working, I fearlessly asked my boss for the first “big” project in the workplace. Now I think about it, “my boss is quite generous.” Submit operational requirements to the product manager and build a data funnel model that meets operational needs. Now, as a one-year-old operations rookie, I would like to share this experience. I welcome all the experts to criticize me, but please be gentle. When my boss told me in a serious tone, "I've already given instructions to the heads of each department, and the rest of the work is left to you. If you don't understand, you can ask your seniors or me, but I certainly don't have time to teach you step by step. Unless you are at the end of your rope, you have to rely on yourself." At that moment, I was confused, what? ! Baby just started working! There is no other way. You have to finish the work you find, even if you cry, and do it well. Fortunately, the ideas that I had when I was struggling to write the essay were flexibly applied in my work. I would like to thank my supervisor again. What is the funnel model? What is the funnel model? Regardless of whether you are a novice or not, I believe that the readers can understand the basic meaning just from the literal meaning: there are layers from the entrance to the exit, each layer will produce a certain amount of loss, which decreases in sequence, and each layer has a conversion rate . Operations can determine the pros and cons of each step and whether there is room for optimization by analyzing the conversion rate of the key path, thereby improving the conversion rate of the ultimate goal. For example, the browsing path of users of a life service APP. From exposure, to attracting consumers to the landing page, and then to consumers making payments, operations can intuitively see the key nodes of each path and find solutions to node problems. The conversion rate, as the name suggests, is the ratio of the number of people who go from one page to the next page. For example, the click-through conversion rate only accounts for 2.05% of the exposure , which means that only 2 people visited the page. The purchase conversion rate only accounts for 16.03% of the clicking users. After explaining the funnel model, let’s go back to the project’s funnel. There are several key points. 1. Grasp the core requirements of the project and write the requirements document (1) Clear project background In order to improve operational efficiency and promptly discover and solve problems in the product operation process, the boss hopes to reach an agreement with the product, data, technology and other departments as soon as possible to build a real-time monitoring online data funnel model to open the black box of operation. 2. Understanding operational needs 1. Extract project key points from the boss After just one month in the workplace, I knew that I couldn't start blindly. It was very necessary to have a thorough communication with my boss. I believed that my boss would let go and hand over the task to the newcomer. In addition to giving him ample opportunities, I would also have a clear understanding of the entire project in my mind. Therefore, absorbing the essence of the project from your boss in a timely manner can help you get twice the result with half the effort and avoid detours. Of course, since it was a rare opportunity when my boss was free, I simply used Xmind to draft some of the things I wanted to know. There may be incompleteness or redundancy, but after gaining rich experience in projects, each time you only need to know a few key points, such as the timing, purpose, how to achieve it, and whether Plan B is arranged. 2. Clarify operational needs and understand the data funnel It is not enough to understand the boss's intentions. Because the boss does not actually operate the product, he still needs to learn from department seniors and product colleagues about each aspect of the product and the funnel model that his seniors expect. (PS: What we operate is an Internet advertising product. Since it involves company information, we will not publish the backend screenshots here.) (1) Be clear about the product links, including material production, review, system splicing, budget allocation, channel allocation to exposure, and ultimately effectively generate consumption; (2) The possible losses in each link and the ratio of past losses; (3) Understand the background data so as to select dimensions and indicators that are convenient for establishing operational monitoring needs (III) Writing operational requirement documents As we all know, the most important thing for product managers is to write requirement documents (PRD for short). The most straightforward purpose is to let technical staff know what your product looks like after reading the PRD. And what is the purpose of my requirements document? First, the product faces thousands of demands every day. How can I make my demands be taken seriously by the product and put on the schedule as soon as possible? Second, after reading the product, the product will know what I need and how to achieve it best, saving the cost of repeated communication. (1) Highlight the importance of demand (based on the development trend of the entire large advertising platform, highlight departmental performance indicators, and consider personal KPI) (2) Present in the form of pictures and texts (the picture below is a screenshot of the original sketch made in Word) 2. Product, Data, and Operations Tripartite Meeting (a) In the first informal meeting, I privately discussed the entire requirements document with the data side. After the boss took a glance at it, he nodded in agreement and said, "Go and do it. If you need any help, you can ask for help." To be cautious, we first brought in our data partners to sort out the entire funnel and discuss the feasibility of implementing the funnel model. (ii) Preparations before the second formal meeting : requirements document, schedule (the bottom line in mind), and responding to Q/A questions from products and data. Through emails and meeting reminders, partners from all three departments were informed and everything was ready. But when the day of the meeting actually arrived, unexpected situations still occurred. The boss happily stood up the offer. Well, I can only rely on myself and withstand the pressure from all sides; the product is questioned sharply. Questioning the feasibility of data realization, questioning the role of the funnel model on the operations side, playing Tai Chi on scheduling... Fortunately, we communicated with the data side in advance, and the voices of doubt and the sense of pressure in the venue were much smaller. After the meeting, we successfully persuaded the product to be launched within the same month as scheduled, and received recognition and praise for the product in the requirements document. 3. Experience 1. No matter how careful you are, there are still things you miss. After the meeting, report the situation to your boss. A few questions left me speechless. Has the schedule been caught up and a consensus reached with the product on follow-up? Once every few days, or once a week? The schedule is to go online at the end of the month, and the department needs data this month. How can this be achieved? Have you communicated well with the data group? If there are any abnormal consumption during the period leading up to the end of the month, have temporary solutions been discussed? How to solve it? What is the mechanism? …….Experience : Only by standing at a higher position and thinking about the problem can we solve it more comprehensively! (2) It is better to talk things out in a trench than to keep trying to persuade someone. When communicating with the product manager for the first time, it is inevitable that you will be silently called back by high-end product terms or scheduling issues, and wait for your supervisor to teach you. Looking back, the crux lies in the gap between users and products and technology. Product developers are required to fully realize their own needs while fully meeting the reasonable demands of users. In addition to the beautiful operation girls who use the beauty trap, what is more important is to stand in a community of interests with the product. The realization of this function, to put it simply, is related to your and my KPI, and to put it more grandly, it is also related to the daily profit of the entire company. However, product managers are often very supportive of the work of operations people, after all, operations are the closest to users. In operations, in addition to the basic skills required for the job, I look forward to creating more sparks along the way.
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