I have been learning product-related knowledge before, watching various product-related open courses online, listening to the practical sharing of experts , learning fragmented knowledge, and systematically learning product-related knowledge. I have also read many books directly related to products, both domestic and foreign. I have also read some books indirectly related to products, such as psychology, sociology, marketing , philosophy, etc., but I still have a vague feeling and don’t know where the problem lies. Later, I spent a long time thinking about and organizing the entire process of a product from 0 to 1 before I suddenly understood. It seems that it is true that "knowledge gained from books is shallow, and one must practice it personally to truly understand it."Below I will share with you my thinking and analysis process of the entire product from 0 to 1. This is the third project in my product career before I even get started, and it is also the most complete one. The first one is an imitation work when I first learned about product development. It is a BRD, MRD and PRD document written in an attempt to implement an idea. The second one starts from the preliminary planning and analysis, to the business process, product structure, requirement list and preliminary version planning, and produces a detailed PRD document.This one starts with preliminary planning and analysis, analyzes the current situation of the industry, combines its own resource characteristics, and conducts preliminary product positioning after finding a suitable entry point. After competitive product analysis, we conducted user interviews. After the user interviews, we carried out precise product positioning and reasonable version planning, and produced a detailed PRD document. Due to my limited personal ability, my considerations may not be comprehensive. I hope that seniors can give me more advice. Some of my considerations may not be correct. Please point them out. I would be very grateful.The following figure shows the documents produced during the entire process of this product from 0 to 1:1. Preliminary planning and analysis1. Market analysisIn recent years, everyone has been talking about "pigs on the wind" and going with the flow. The "wind" and "trend" here refer to the determination of the general direction. Although the degree of effort is also important, choice is more important than effort. In the words of Mr. Lei, "don't use tactical diligence to cover up strategic laziness." The choice of the market is also reflected in the prediction of trends. The methods for trend analysis are usually:
Analogy method: By analyzing and studying the development history of the Internet in foreign countries, combining it with the domestic conditions to conduct trend analysis, or analogizing the development history of the Internet to find some regularities in the mobile Internet ;
PEST analysis method: PEST stands for Political, Economic, Social and Technological. It analyzes and judges from four macro perspectives: policy, economy, society and technology, to determine which favorable conditions may lead to new opportunities in a certain market.
Analysis of existing markets and incremental markets: Analyze the scale of the market to determine which markets are huge and still have business opportunities, and which markets are growing extremely fast and may have opportunities.
When I was doing the preliminary planning and analysis, I was thinking about some current situations, such as the "baby show-off" phenomenon that often appears in the circle of friends, and I went online to find some information on the maternal and infant market for analysis. Analyze from the perspective of stock and increment:Combined with PEST analysis, see the figure below:After analysis, it was found that the maternal and infant market is a market with huge stock and maintains a steady growth rate every year. In addition, the latest "two-child policy" has further favored the maternal and infant market. It is determined that there are opportunities in the maternal and infant market and further analysis can be carried out.2. Industry SegmentationWhen deciding to enter a certain industry, you should analyze the industry, understand the characteristics of the industry, the key factors that restrict product development in this industry, and also understand what product forms are currently in the industry, the development status of different forms of products, the business model, and the competitive landscape for different forms of products. In the existing competitive landscape, do you have an opportunity to enter?By analyzing and comparing the existing product models in the maternal and infant market, it is found that the existing maternal and infant applications on the market are mainly divided into the following four categories:
Mother and baby community;
Maternal and infant e-commerce ;
Maternal and child health aide;
Useful gadgets .
For a summary of industry segmentation, see the figure below:3. Preliminary positioning (ps: from the perspective of Camera 360)The initial positioning usually combines the industry structure and its own resources to determine what can and cannot be done, so I used the SWOT tool to conduct the following analysis:The important thing about SWOT analysis is the result, not just a simple listing of SWOT. The results are as follows:Maternal and infant community: The number of users is large, the concentration is high, and the user activity is also high, but it has already begun to take shape. As a UGC community, it is relatively difficult to acquire seed users and cold start in the early stage. The company has no experience in running community products, so it will not be used as an entry point.Maternal and infant e-commerce: The user scale is small, but the growth rate is fast. Building a platform requires the introduction of both B-end and C-end users, which requires high investment costs. There are already many e-commerce companies in the industry. Vertical e-commerce requires the support of the back-end supply chain, and the company has no experience in operating offline businesses, so this is not used as an entry point.Maternal and Child Health Assistant: The user scale is small and the growth rate is slow. The number of apps in this category accounts for the largest proportion in the industry, up to 45.6%. In addition, the user usage scenarios are single, the user stickiness is low, and the competition threshold of the app is low, so this is not used as an entry point.Practical gadgets: The user scale is small, the growth rate is slow, the user usage scenarios are single, and the user stickiness is low. However, the company has experience in successfully running hundreds of millions of tool apps, and there are many categories in the tools. The industry concentration is very low and the application level is uneven, so this can be used as an entry point.4. Competitive product analysisOnly after preliminary positioning and determining the general direction can competitive product analysis be carried out. This does not mean that all products are competitors. Competitors can be divided into direct competitors, indirect competitors and potential competitors. Because the initial positioning has been positioned as a practical gadget, I looked for several direct competitors in the practical gadget category. The selection criteria are application coverage and activity rate. The data comes from TalkingData, as shown in the figure below:So I chose Qinbaobao and Baobao Shiguangshu as the objects of competitive product analysis. Later, when I was downloading apps from the App Store, I found an app that was not in the rankings, but it had a high user rating, a large number of reviews and positive reviews, and it was similar to the direction of the initial product positioning, so I compared and analyzed them together. The analysis is as follows:After analysis, it was found that the three directly competing apps are all dedicated to being baby growth record tools, recording every detail of the baby's growth, but the development routes of different products are still different. Among them, the core function of Qinbaobao and Baby Time Tree (now renamed Xiaoshiguang) is no longer recording, and many extended functions have weakened the core function, while Xiaobudian does not have a good profit model for the time being. Two of the other three products do not have image editing functions. Only the small one can process images, but the number of materials is very limited. These happen to be the advantages of Camera360. Therefore, it is determined that tool-type products can be used as the entry point, and rich stickers, filters, and labels can be used as breakthrough points to enter the maternal and infant market.2. User Analysis1. Target UsersBy searching for some information on the Internet, we can get some basic characteristics of the mother-infant group from the data results of the sample survey:The above data are all from the Internet. It can be seen from the data that the mother-infant group is mainly distributed in first-, second-, third- and fourth-tier cities. They have a high level of education, and their ages are mostly concentrated in the 21-30 year old range, and the children are mainly concentrated between -1 and 7 years old. In addition, we conducted a survey on the usage habits of target users and found that the main types of Internet services preferred by mothers are: social platforms, e-commerce shopping guides, maternal and child care, and video entertainment.2. User rolesBased on some basic attributes of the user group, several user portraits were established, mainly including the user's name, age, baby's age, education, occupation, mobile phone usage, hobbies, personality tags, etc., as shown in the figure below:3. User InterviewsThe user interviews were conducted during the Chinese New Year. During the visit to relatives and friends, I told my older sister or the relatives and friends of my classmates and friends in advance the purpose of my visit. While chatting with them about children, I asked some questions that I had prepared in advance. These were all about verifying some ideas about the product and getting a deeper understanding of the user's usage habits and real psychological demands. The interview questions prepared in advance are as follows:4. Interview ReportAfter user interviews, some assumptions were verified and some things were adjusted. In the process of user interviews, some favorable situations were found, and some unfavorable situations were also found. The comparative analysis is as follows:It can be seen that mothers are accepting of the phenomenon of showing off their babies, but during the user interviews, the following problems were also discovered:
The product is a tool-type product with a relatively single usage scenario and poor user stickiness;
The users interviewed felt that third-party cameras were troublesome to start and that photos were over-processed, so they preferred to use the system's built-in camera.
Concerns about privacy.
The following conclusions can be drawn from user interviews: the product needs to be streamlined, the application needs to be launched quickly, and photos need to be easily processed and edited. At the same time, ways should be found to increase user stickiness and improve user conversion costs.3. Product Analysis1. Product positioningProduct positioning in one sentence: An app that helps mothers beautify and edit baby photos and use cloud albums to record their children's growth.2. FeaturesThe featured functions are launched based on the shortcomings of competing products in the early planning and analysis, as well as the product positioning and its own resources. The main featured functions of the product include:image processing - rich filters, themes, photo frames, label materials;intelligent classification after photo import;baby events;growth system.3. Product PlanningThe plan is based on the Internet industry's practice of a major version change every three months. The first version is mainly used to verify assumptions and be as concise as possible, and to adjust or repair any problems that arise. The second version is to start operational promotion, expand the user base, and increase user stickiness. The third version is to maintain stable growth. Of course, this is just an ideal situation...4. Profit modelThe profit models are all mature models in the industry, mainly in the following categories:Provide value-added services for C-end users, such as cloud space, more themes, photo processing, calendar production, etc.;After having a certain user base, you can introduce B-side users to place advertisements, and the main revenue comes from advertising;Other possible sources of income include commissions, transaction differences, etc.4. PrototypeThe initial idea was to use a tab bar, but later I thought that for such a tool-type app, there was no need to frequently switch between different entrances, so I used a side navigation. The first version of the product planning was relatively simple, mainly including the following functional modules:
Photo module: Users can open the camera in the app to take photos, add frames, filters, cartoon themes, and labels, or import photos from the album and edit them;
Timeline: Photos taken by users in the app will be displayed in reverse order in the form of a timeline;
Albums: Photos imported by users will be automatically categorized, and can be sorted by time and added tags;
Login and Register: Users can use it directly without registering, or they can register and log in to use it.
I drew the wireframes for each page in detail and added a navigation bar to facilitate jumping between different pages. I also added the necessary interaction instructions and display rules where interaction instructions were needed, and wrote out the calculation methods that needed to be given. There are too many masters, so I won’t show them all. The general style is as follows:The above is the entire process from 0 to 1 of a recent product. Everything is in place, except for a programmer ... Does this sentence sound familiar to you? To be honest, it is already quite difficult to conceive a complete product. Whether it can be implemented is another matter. In the process of implementation, you will encounter various problems that were not considered at the beginning. In addition, in the process of implementation, how many ideas can be perfectly executed according to the original idea without any compromise or concession? I really think it is difficult to make a good product with heart...APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing dry goods. Welcome to follow the official WeChat public account: appganhuo
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The author of this article @王家郴 is compiled and published by (APP Top Promotion). Reprinting this article must be approved by Top Promotion , and please attach the link to this article!
