20 ways to help you acquire the first 1,000 valid users at low cost!

A community that brings together operation experts, conducting remote topic discussions, case sharing, and hot spot analysis every week. We are not in the same city, are not in the same product category, and are not in the same age group, but we have the same goal: to be the most fun and practical operator!

The "Research Club" aims to organize operations practitioners to think independently, analyze Internet cases from multiple dimensions, and output the results of the analysis, so as to cultivate practitioners' summary and analysis capabilities and help members find their operational expertise.

Background of this report

The first issue of the research club discussed "WeChat withdrawal fee announcement from the perspective of operations". This topic is too broad and not suitable for new operators, and the threshold for participation is a bit high. So we adjusted the direction of the topic, focusing on the business, discussing problems that everyone may encounter, and even paying attention to specific operations. Based on this topic principle, the second topic of the research society is "How to acquire the first 1,000 effective users at low cost", which is something that most people should be concerned about.

Outstanding Members of This Issue

Before sharing members’ research results, there are two concepts that need to be distinguished: the difference between seed users and effective users.

Seed users: refers to users who can "sprout" and have the potential to grow into towering trees. Referring to the individual character rule of the tipping point, the role of seed users in products can be divided into the following three categories:

1) For insiders, you can understand it as the group of seeds who are willing to share content for the product. A typical feature is that they often do not obtain information passively, but actively collect first-hand and second-hand information, process and compare the collected information, and then share it on the product without hesitation so that more people can know about it.

2) Contacts are the seed users who can spread the content of the product. They may not be good at creating content, but they know a lot of people, and the people they can connect to are definitely not limited to one or several fields, but should be of different ages, different occupations, different life forms, and even different nationalities. Many experts believe that some special professions are areas where contacts are more densely distributed, such as journalists, lawyers and other professions.

Following this definition, let me share a cold start case about "Youwofan" that I heard at a Tencent Internet Salon. Since some of the founding team of this product came from the journalism field, they made use of media resources and often invited reporters from various portal magazines and newspapers to dinner for free. The only thing the reporters needed to do was to post to their Moments after the meal, saying that the dinner was organized using the product "Youwofan"! Isn’t this a smart way of making full use of contacts?

3) Salesmen and contacts help you let more people know about your product, while salesmen are the ones who get more people to use your product. Salespeople generally have a positive and optimistic nature. They always have a happy expression on their faces when they speak. They are very confident in the views they express and pass this confidence on to their audience. They are good at "interacting" with their audience, etc. Under the influence and persuasion of the salesperson, consumers will be more impressed by the information they receive and find it more credible and willing to accept it.

As a public account that dares to share practical things, Xiaoxian will tell you another case here. In December 2015, for the Mr. Gift Box marketing campaign of Tiantian Orchard Orange, he not only managed the contacts, but also mobilized salesmen. For example, my good friend Xiao Liu is a salesman. He took the initiative to send invitation codes in the community and personally taught everyone how to redeem the code, so my circle of friends was flooded with messages one day in December.

The above is the definition of seed users with reference to the rule of individual characters, but the protagonist discussed in this article is not them, but effective users. What does a valid user mean?

They are the real target users of the product, including seed users, lurking users, and onlookers. They are not zombie users or non-target users. Therefore, on the basis of clarifying the difference between seed users and target users, if we want to truly acquire effective users, we need to position the current product before the promotion begins. Only in this way can you know where to acquire users.

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. For example, if you are running a mother and baby community, you might define your product as “using videos to guide mothers on how to feed their babies healthily.” This short sentence not only explains the selling points that can be used to acquire users during the promotion process, but also clarifies the attributes of our target users.

① Age: 23-40 years old

② Gender: Female

③ Income: middle and upper class

④ Hobbies: Childcare

⑤ Identity: Mother

⑥ Others: Baby-related diet topics

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