APP operation: To make an APP from start to finish, what operations are required?

I have been working in the product field for more than a year, but I have been suffering from one confusion or another. Many people want to work in the product field, or bosses want to start their own business and take on the product position themselves, but they have an unclear understanding of this position. Some think it is purely about drawing prototypes, some think it is about project management and tracking project progress, and some do competitive product analysis for the boss. In fact, these are not the core and focus of product managers .

In more mature companies, as products grow and staff increase, positions are clearly broken down to facilitate collaboration and communication, such as product managers, interaction designers, UI designers, user experience analysts, data analysts , operations , and so on. However, product managers in startup companies often have to take on multiple roles. Startup companies pursue maximizing efficiency and minimizing costs, and they simply do not have the energy to divide positions so finely. Next, I will examine the entire process from the perspective of an entrepreneur or a product manager in charge of a product project to see what a product manager needs to do to build a product from scratch.

From product concept to output to process

Before doing anything, you must first consider the user needs, business value, and technical difficulty behind it. Only when users have demand will your product be used; only when its commercial value is established can it bring profits to the company. After all, the most basic goal of a company is to make a profit; only when the overall technical evaluation is feasible can the entire project be executed. In today's Internet startups , everyone is pursuing "speed", such as raising funds in 2 months, having over a million users in 4 months, and being listed on NASDAQ in 3 years. However, these are just superficial manifestations of other people's successful entrepreneurship. What people don't know is that the premise of doing anything is that you have to understand what you are doing. Admittedly, there are some people who are bold and lucky and succeed just by doing it, but those are just individual cases and are not worth investigating.

1. User needs

1.1 Product Positioning

During the execution of the project, we often fall into a situation where a bunch of people are together and the atmosphere of discussion is very emotional. A says that the button here is not good, B says that this place should be done like other people's APP, and C says that you are all wrong and this module should not be replaced with this one, and so on. Frequent participation in such discussions would consume an enormous amount of time and energy. Several hours would pass easily, but once the meeting was over, it would be found that no results had been achieved. In most cases, there must be something wrong with the product positioning. The person who is going to execute it must clearly understand what the product is used for and who it is for before they can discuss the specific details properly. If you discuss for a long time with great enthusiasm and pride, but find that there is no result and the discussion has gone off track, you might as well return to the basics and think about what our product positioning is.

Product Definition:

Product positioning includes two major contents: one is product definition and the other is demand definition. The content to be analyzed in product definition includes the product’s user groups, main functions and product features.

For example, if you want to start a business and develop a mobile recruitment app, what should you do first as a product manager? China has a huge number of employed people every year, and there are many different industries. So you have to think about what kind of people your product is going to provide services to. If you want to serve people in all industries, that is impossible. First of all, it is very difficult for a small company to integrate recruitment information from so many industries. In addition, not people in every industry are so receptive to the Internet.

Through data analysis and research, we found that the country now encourages entrepreneurship, and the peak period of entrepreneurship will inevitably generate a large demand for manpower. In particular, almost no entrepreneurship mentioned on the scene is unrelated to the Internet, and people engaged in the Internet are also very receptive to APPs, or at least are willing to try. So you treat people working in the Internet industry as the users of your products.

After analyzing other recruitment apps, you will find that these apps have many problems. For example, I want to find a job in Xi'erqi, Beijing, but many apps currently do not have position screening; although you can apply for jobs everywhere, the feedback you get is very few; there is too little information about companies to learn about; before submitting an application, job seekers want to know who the boss of the company is; now is the Internet age, electronic resumes are completely sufficient, so why do recruiters need to print their own resumes every time they are recruited? You should know that printing resumes is not very convenient for job seekers because they can be changed at any time, which is very inconvenient for job seekers. So you plan to make this app, its special function is

1. Classification of the location of the position support enterprise;

2. Employers should always give job seekers feedback;

3. Cancel paper resumes. The main function is recruitment. Now we name the APP Fei Ge Recruitment.

Requirements definition:

The analysis of demand definition includes three aspects: target users, usage scenarios, and user goals. The target users are the types of people who will use your product. The main function refers to what your product is used for, whether it is a tool , a social network , or something else. What is the difference between your product and other products on the market? This is the product feature.

We have just clarified the applicable population, main functions and product features of the APP. Some recruitment apps on the market are headhunters specifically targeting people who want to change jobs. Who are the target users of your app? Based on the analysis of special functions and user pain points, it is found that the target users of the product are those who want to find a job in a specific location . For example, someone who has settled in Houshayu, Beijing, hopes to work in Wangjing; when you have just moved to Huilongguan and are faced with a job change, you may tend to look for a job in Xi'erqi.

1.2 Requirements Analysis

That’s all there is to product positioning. After completing these, the next step is competitor analysis and user research. On the one hand, this is a certain verification of our needs, and on the other hand, it is also an opportunity for us to directly contact users and see what needs they have.

1.3 Demand Screening

Early demand screening is a very difficult task. If the product manager is the boss himself and has a clear mind, it is fine. However, it is easy to get bogged down in the massive demand and go off track in the discussion. After the discussion, it seems that all functions are needed. This function is useful and must be added; that function is so fun that users will definitely find it interesting. These statements are always based entirely on personal subjective conjectures, and often sound reasonable at the time, but cannot stand up to scrutiny afterwards. Therefore, we need to always grasp our product positioning and priorities, and never blindly make a lot of fearless sacrifices and struggles in this area (make fewer decisions without thinking, without thinking, and without thinking).

Requirements record form:

During the early demand screening period, many demands of one kind or another will appear. Some of them we cannot immediately judge as good to do. These ideas may become the inspiration for our product iteration in the future and will also bring broader ideas to product development. Good management, respect for everyone's ideas, and record and download when ambiguity arises will be of great help in promoting and progressing the meeting.

2. Commercial Value

Market requirement documents and business requirement documents are generally more mature in large companies. In small companies, most decisions are made by the boss himself. The boss may not prepare this or that document, but he will definitely gain a basic understanding of it, or he may be very familiar with a certain industry. These two documents are neither redundant nor cumbersome. It is very necessary to spend some time to gain an in-depth understanding of the industry and users before starting the project. The specific document details are not elaborated here, there are many references on the Internet.

3. Technical Assessment

As I am not from a technical background, I will not waste my time here. Respecting developers and getting along well with them will be very helpful in promoting the product.

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 information. Welcome to follow the official WeChat public account: appganhuo

[Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials]

This article was written by @操作小咖秀and published by (APP Top Promotion). Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!