Why not knowing how to operate a product is not a good business!

Preface-We are all moving forward on the road of zhuangbility

Not understanding product operations is not a good business.

After struggling in the hot waters of mobile Internet for a while, many businesses or operations will take this sentence as their motto (see the QQ and Moments signatures of some friends for details, of course I am not criticizing you). Of course, there are variations: a business that doesn’t understand operations is not a good product, a product that doesn’t understand business is not a good operation, and so on. Putting aside the high-brow and interesting words, as a business person, from a business perspective we can explore why we think so, and why many people will silently and heavily nod their heads to express their inner recognition and affirmation even if they don't quite understand.

Why does business need to understand products?

To find out the cause, you must first understand the principle. Before answering this question, the author briefly interviewed the company's product dog - Brother ZQ. As a product manager of a TOP1 application in a category, what does a product do every day? He summarized it into four points: demand, interaction design, user experience and aesthetics. As the name suggests, business needs to understand some functional requirements and product development needs, some logic of interaction, how to make the product easy to use and considerate to users, and how to make it more beautiful.

After understanding these, I can summarize it in six words: good at doing things and good at being a person.

Psychologically, people are more likely to have a common language with those who have a certain understanding of the areas they are good at, have less psychological defenses, and communication and cooperation will be smoother. Not to mention that business people are well aware of the three-word truth of "getting close", being able to understand the idea of ​​the product can also help themselves better express the needs of business cooperation. What is the logic of achieving something, where is the mechanism for cooperation, and how to achieve the goal most efficiently are all reasons.

To give the simplest example, a business wants to add a banner to a product. This banner can effectively help increase product volume, sales, and brand exposure, but the product manager believes that it will harm the user experience, so it is often difficult to meet this requirement. The benefit of understanding the product is that you can tell them how to promote product activity through banner online activities. The hideability of this banner (click X in the upper right corner to close it) allows users to choose independently. The banner can push high-quality content to promote more clicks and exposure of product content. And precisely because they understand the product, the business department will respect the demand for the product and make some concessions in the choice of banner content and location. After all, the activity and addition of products are the foundation of survival.

"ZQ, we want to cooperate with the Erhua family next door and join forces."

"How to cooperate?"

"Let me draw a prototype for you. This is the logic."

"I understand. No problem!"

Why does business need to understand operations?

Operation has many meanings, including event operation, brand operation, data operation, content operation, and community operation. In fact, in today's highly developed Internet, the boundaries between business, operations and brands are becoming increasingly blurred, and they all fall under the category of the market. In the company I work for, apart from the content partners in the community, the business operation brand is inseparable.

Why understand operations?

The essence of business is commercial cooperation. In simple terms, you use the company's money to buy resources from the company, use the company's resources to sell them to the company, and exchange the company's resources for other resources. Business is business. Business is business. Businessmen pursue profits. Just like if you don’t know how to sell products well, if you don’t understand operations, how can you have the best cooperation?

In an era where channels and traffic are king, is your money worth spending? Today, 10,000 new users were added, and retention and duration were no problem, so everything seems to be ok. But is the user behavior correct? How many times a single user opens the app a day? Is the total duration correct? Is the PV ratio of key pages correct? Is there any abnormality in the ratio of new users to registered users? Is the UGC data growing steadily? Is the device correct? Is the UID correct? Is the region correct? Is the activity distribution curve correct? Is the new number distribution curve correct? Is the 7-day retention correct? Have the function setting logs been uploaded accurately?

From the data back to the event, are the prizes for this event reasonable (scattered money, eye-catching), what is the click-through rate of the same push, is the number of participants high, is the event process optimal, is the brand exposure large, is the pre-promotion well prepared, how to communicate with users, how to avoid lottery users clearing IE cache and cheating, when to arrange mailing, is there any in-app feedback and channel feedback after the user receives it to help you better summarize the experience, what is the cost of a single new user, and what changes have occurred in activity.

Recently it is very popular that 9 APPs jointly make special recommendations on Sina Weibo . After trying it, many CPs find the effect is good (the cost of each one is so low), and they come to do it whenever they have time, which is a business instinct. However, after I understood the operation, I found that: the choice of large account is crucial - it directly affects the number of people covered by the topic; the topic must be combined with the right time and place. For example, after 315, the automobile topic was obviously more popular with Sina bloggers, and the Women's APP was popular for a while on March 8th; the frequency of doing topics and covering different topics can make the cost of new additions and brand exposure lower and lower, because after watching for a few times, users' willingness and trust in downloading are obviously strengthened; in addition to APP joint topics, are there other forms of recommendations that are better? (The author tried it once and tells you that the first mixed topic was not very good).

Here's another piece of gossip. The author recently received news that since Sina Weibo also paid attention to the joint topic of 9 APPs, the traffic of large-scale promotions may be cut directly in half. Of course, the authenticity is not verified, please make your own judgment.

Why Business Needs to Understand Technology

Have you ever been fooled by a technical guy?

The author burst into tears as he wrote this. Looking back on when I started my business , I hired an outsourced team to do the data background for the software for promotion. It took them a week to add new active time, and another week to do the logging. Not to mention IP deduplication, MAC deduplication, etc. As time went by, my business failed.

Jokes aside, I later discovered that when business operations require technical requirements (such as the front-end page for an event), knowing some simple technologies can help technology complete the work more efficiently (the technical guys won’t fool you), and will also appropriately compromise on some technical and time problems to seek better ways to implement them. Technology is not omnipotent, but understanding some of the logic of technology can help us do some wonderful things.

ASO is very popular recently. As point walls become more and more difficult to build, and the cost and time of ranking optimization are getting higher and higher, we also find that businesses can also DIY some ASO knowledge. It includes determining related keywords, analyzing the hot words covered by yourself and your competitors and the relevance of the hot words, selecting hot words, and tracking ranking data. My aunt’s several articles all go into detail, you can take a look at the historical news. Through your own practical optimization, covering more important hot words, and constantly optimizing comments, duration, and activity to increase weight, it will be of great help in the growth of quantity. The author has optimized a new small APP, constantly adjusting the keywords, and even modifying the subtitle and description of the application for the keywords. After optimizing for several weeks, it finally ranked fourth for two very popular keywords, and the scale naturally increased a lot. Later, when I contacted a professional ASO team, I was able to discuss cooperation better, but that’s a story for another time.

Because users' usage habits are similar, whether it is the App store or the Android application market , as long as they can get a copy of the market's search ranking data (such as the search ranking of weekly hot words), they can be used for reference.

Oh my god, why do you need to know so much about business?

This is a painful reality, and it is also a true proposition that a business must ask itself in the process of seeking itself. The Internet is fast and business is moving forward at a fast pace, not to mention that most businesses are still working diligently and overtime in start-up companies. Knowing things that you don’t know can allow us to look at our own products and promotions from a higher perspective, and can also provide some non-perspective suggestions for the products, technologies, operations, etc. around us. When you are willing to understand what they are doing and share your own work with them, you will create a wonderful sense of identity and participation.

In the process of doing business, as more and more colleagues begin to realize the importance of product commercialization, I have gradually begun to think about the productization of business and operations. Everything has its own rules to follow, this applies to people and to doing things, so why not give it a try.

In the Age of Discovery, there was no completely independent department system. Knowing ourselves and our opponents in competition can help us win better, and knowing ourselves and our opponents in cooperation can help us grow better. Anyway, we are a team, right?

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