When I was young and ignorant looking for a job, I often saw recruitment requirements saying, "Responsible for the operation of a product from 0 to 1." I felt very depressed at the time. What kind of work can the operation do after a new APP is launched on the market? In fact, the operation staff have already started their work before the new APP is launched on the market.

I was checking websites and reading books and found that there are already a large number of articles discussing user portraits , user surveys, seed users , etc. before the APP goes online. Therefore, this article only introduces the operational strategies and data preparation before the new APP goes online.

1. Clarify the focus of product operations

1. Seed users

Before the APP goes online, the operation staff has completed the reserve of seed users. Seed users are the users with urgent needs for our APP and have a high tolerance for product errors. Through seed users, we can find out whether the process of the core experience of the product is perfect. In the operation of seed users, we can focus on the length of time, frequency and reputation of seed users using the APP.

2. Verification of APP demand and product value

Although we have created user portraits and completed user research before the APP was launched, is what you provide really what users need?

There was once an interesting thing. The host was planning to host a banquet and asked the guests in advance whether they wanted to drink juice or wine at the banquet. The guests all said that they should drink wine at the banquet, so the host prepared a large amount of wine. As a result, on the day of the banquet, the juice was drunk up, but there was a lot of wine left over. It turned out that the banquet was held at noon that day, and the guests either drove or had something to do in the afternoon and were unable to drink.

In fact, your users don’t even know what they want. There are a lot of interference factors in the process of using the APP, so only by observing your users can you find out their real needs.

3. Find problems in user usage

Operations and data are closely related. By analyzing user retention rate , activity rate, and new natural user growth, we can discover problems that users encounter during use. Other data analysis platforms such as Umeng can help operations personnel do data statistics.

2. The foundation of APP – content preparation

For an APP to run smoothly, it needs the support of content producers and content consumers. Before the APP goes online, it is necessary to complete the content preparation. There are two specific ways to do it.

1. Operate and enrich APP content

If your app is content-driven, you need to fill the app with content in the early stages. For short video apps like Meipai , if users enter the app and find that there is no content to watch, they will not stay in the app, let alone rely on users to produce content.

2. Find KOLs and introduce them into the APP

When Zhihu first started operating, it invited industry leaders such as Kai-Fu Lee and Ma Huateng to contribute content to Zhihu. At that time, Zhihu was still a closed community and one needed an invitation code to join. Relying on the contributions of industry bigwigs, when Zhihu was officially opened, a large number of users rushed to register.

3. Necessary document preparation

The preparation of copywriting is divided into external copywriting and internal copywriting.

1. External publicity copy

The copywriting published externally includes soft articles, hard advertisements, and some articles related to brand stories.

2. Internal operation documents

(1). APP content type specifications, APP content recommendations, changes and some special instructions.

(2) Sort out the personnel that will be involved in the APP operation process. If customer service, sales, etc. need to be involved, you need to prepare consulting documents for them. In addition, if the documents need to be explained, relevant training is required.

4.Channel Selection

Before launching a new APP, you need to find a good channel. As long as the circulation route that can meet or achieve product distribution and download to obtain users belongs to the channel. Channels can actually be divided into two types: paid and free.

1. Paid channels

(1) Paid promotion in app stores

The above is the paid promotion page of a certain app store. Through paid promotion in the app store, 85%-99% of real users can be obtained. App stores like PP Assistant , Huawei, Wandoujia , Baidu, Xiaomi, etc. all have paid promotion services. However, the cost of app store promotion is generally too high and is not suitable for small teams.

(2) Mobile Alliance Platform

When using a mobile ad network platform to promote an APP , the installation volume increases very quickly. However, these users do not download the app because they have a need, but rather they download it to complete a task. This is not suitable for promoting new APPs because the majority of users are silent, and the uninstall rate is high, with almost no retention .

(3) KOL promotion

Nowadays, KOL promotion has become a new way to promote APP. By finding KOLs who are similar to the target group of your APP and conducting paid promotion, you can also bring considerable downloads to the APP. Fashion guru Yu Xiaoge once used his WeChat public account to promote his own APP.

2. Free promotion channels

(1) APP first release

The App Store provides first-launch promotion for high-quality apps, and apps that are successfully first launched in the App Store can get recommended spots .

The following is a recommended diagram for an app store.

It should be noted that before applying for the first launch, you should be familiar with the platform's first launch rules and prepare the information to avoid being in a hurry when applying for the first launch. In addition, a large number of new APPs ready to be launched will apply for the first launch, so it is common to spend several months applying but still fail. It is very important to set aside time and be patient.

(2) Where the target users hang out

Screen the promotion channels according to the target users of the APP. Wherever the target users are, there is the promotion. If your APP is a literary reading community, you can go to Douban to promote it through soft articles. If your APP is a beauty APP, you can choose various fashion websites to promote it through soft articles.

Summary: The above is my experience sharing on what preparations need to be made before the APP goes online. In fact, it is not difficult for an APP to achieve from 0 to 1. The operation of an APP, after all, is a test of the patience of the operators. As long as you complete the operation work and serve your users tirelessly, one day your APP will become a well-known product.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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