To operate a startup app, here are 7 things you need to do before launching it!
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Whether it is as big as a product or as small as an h5, a startup company or a company's internal incubation project does not have a product that can be operated and promoted right away. It also needs to and must go through the product's project establishment, design, development, content filling, testing, listing, and promotion. Based on my own experience in developing new products and new features, I will talk about the 7 things that operations need to do before the product goes online. 1. Accurate product positioning This is a cliché, but many new product designers still tend to forget it during the process. At the end of 2015, an app that specifically provided services for text interpretation game enthusiasts raised several million in the angel round during the capital winter. There are more and more super apps, and now the only thing that allows you to produce in the cracks is the vertical needs of a niche group of people. The more precise the positioning of a startup product is, the better. In a nutshell, it is about what functions should be used to meet the needs of what users in what scenarios. The first product of Xiaohongshu was the Hong Kong Shopping Guide, which was positioned to provide urban women with the latest information on product discounts, shopping malls, and user experiences in Hong Kong. For example, a video-based mother and baby community can define the service it provides as "using videos to guide mothers on how to make their babies eat healthily." This short sentence not only explains the selling point of the product being promoted, but also clarifies the target user attributes of the product. 2. Keep a low profile There are many products that are doing well now. When you see them posting financing information everywhere, it is estimated that this is the money they raised half a year ago. They will only disclose the financing situation of this round when the next round of funds is approaching (or even has already been raised). Nowadays, many experienced operators will only share their practical experience with others after they have planned the next stage of operations. In a word, keep a low profile in the IT circle. Being high-profile will expose you to the product manager 's radar too early and attract too many competitors to join. Attend fewer industry sharing activities, unless you want to do promotion and can talk about the cases you worked on some time ago in public. 3. Simple functions When making products, many people will choose to learn from the better apps in the current application market . These apps have a lot of content, many activities, many functions, and a great user points system. Then the tragedy is that some founders will ask their teams to make many columns and many functions (discovery page, smart recommendation, drift bottle), and design a points system with more than 6 levels... What are the consequences of doing this? Employees have to work overtime every day, the progress of technical development is slow, the quantity and quality of content are unsatisfactory, and the products are delayed in entering the application market. It’s not that the employees don’t work hard. The truth is that they don’t refer to the first version of good products on the market, and mistakenly set a good product that has undergone at least 30 functional iterations as their current product development goal. The right approach is to collect media and public relations materials about good products when they are launched, because you can see what their first version looked like and their core functions. This is the "MVP" P (Minimal Viable Product) mentioned in the book "The Lean Startup". The general principle is that the primary product must be simple, and the core functions of the product must be polished to make the product very impactful when it is released. If the core functions cannot impress the market, there is no need to continue to develop secondary functions such as points and recommendations. 4. Product Pre-operation As the name suggests, it is the operational preparation work before release, just like Guokr "Zaixing" will invite local experts to settle in before opening a city. Similarly, after determining the functions of the first version of the product, what needs to be done for operations before going online is content filling and seed user operations, including startup pages, guiding slogans, invitations to seed users and management of product vests. If you are an e-commerce platform, you may need to increase some orders before this to enhance user trust. During the pre-operation process, we can take the product to places where the target population is concentrated to conduct user research. If it is a cross-border product, we can conduct it in the local visa location, so that the product can expose functional or operational deficiencies in real user use, and strive to improve the product before the official launch. 5. Data deployment Statistical codes are implanted in the key user paths of the product, and the conversion rate and page views from download to registration, from the homepage to the classification column to the specific content page are analyzed in terms of user steps. In terms of user interaction, user comments, shares, likes, purchases, clicks and other data are counted. This will provide a basis for subsequent function and content optimization, and it will also be convenient to use the upward data trend to convince investors in product financing. There are many professional data organizations on the market that provide data statistics services. There are about 3 or 4 mobile application statistics platforms that are widely used. The more popular one abroad is Flurry, which is very comprehensive in terms of functions. In addition, Google Analytics has also launched a mobile version, but it can basically not be used normally in China. Among the domestic statistical analysis platforms, the more famous ones are Umeng and TalkingData. In addition, some application markets also have specialized statistical analysis tools to provide data services to their developers. These statistical tools not only provide statistics on daily, weekly, and monthly active users from various channels and users' usage of specific product functions, but also provide social sharing SDKs and user feedback SDKs to help developers focus on the development of core functions. 6. Product testing Although this is not a purely operational job, in order to achieve good operational results and avoid unnecessary customer service pressure, it is necessary to test the front-end experience of the product on each terminal before the product is officially launched, and how many users the back-end can support for concurrent, stable, and smooth access, and establish a mechanism for collecting and processing user feedback on new products; and implant tracking codes to facilitate measuring the effects of promotions through different channels and the differences in users brought in. Regarding product testing, there are two suggestions from an operational perspective. First, start-up products should start with IOS. This way, not only will there be fewer terminal types to test, but the quality of the first batch of users will also be relatively high. Second, you can look for some testing service platforms to apply for free testing services. Currently, many third-party development platforms also provide such services, similar to the Native app testing service provided by Baidu Developer Platform, which conducts tests on 5,000 real devices to verify the compatibility of the App in different dimensions, including terminal compatibility, installation/uninstallation compatibility, etc. Description of the Native app testing service provided by Baidu Developer Platform 7. Promotion preparation It is not the case that users will come to you as soon as the product is launched. Before that, you need to do preparatory work for the promotion so that the product will have a considerable number of downloads when it is launched. The preparation here is to choose a day when there is a high demand for the product among users, then add QQ groups in advance, write soft articles on the Douban forum, optimize brand keywords for knowledge marketing , and apply for the first launch of some entrepreneurial media and application markets. If you have a budget, it is best to purchase one or two advertising channels and point walls to ensure the effect. In addition to preparations for promotion, you can write a good product description in the app market and increase the number of reviews before promotion to make the product's star rating as high as possible. This will also help improve the traffic conversion rate of the entire product. All the above content is ready, and everyone thinks it’s time to launch it on the app market! But wait, before the official launch, please ensure that the following user vulnerability model process is smooth. Promotion channel selection In addition to selecting channels where the target population is concentrated in the early stage of promotion, we must also pay attention to the cost-effectiveness of the promotion and design different promotional plans according to different target populations. There are four basic principles for startups’ initial channel selection:
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