The product is still in the development stage, what operations must do?
|
Many people say that products come first and operations come later. However, today when the cycle has been shortened to days, we should plan ahead and do all the operational work before the product comes out. This is especially true for start-ups. The product is still in its infancy. As an operator, what should we do to pave the way for the launch of the new product? What needs to be emphasized is that different product attributes will use different operating routines when they are cold-started or just started. Therefore, when operating your own products, you must first understand your competitors, product positioning, crowd positioning, etc. before formulating an operating strategy. 1. Understand the market and identify competitors Since ancient Chinese wars, the emphasis has always been on "knowing yourself and knowing your enemy, you can fight a hundred battles without danger." Today's Internet business world is also like a battlefield . If you want to "conquer the market" and seize market share, you must first know where your competitors are, understand their size, target population, activity strategy, market share , and what advantages my competitors do not have if I want to enter this area. The purpose of studying competitors in such detail is nothing more than one, which is to make the launch of your next new product go more smoothly. Because if other companies' products can survive in the market, it means that they have already mastered the market rules and understand the market better than you. When doing competitive analysis , never fall into the trap of doing it just for the sake of doing it. Always remember the purpose of doing a survey. Nowadays, many operators know where their competitors are, but sometimes in order to make their competitor analysis reports more beautiful, they will add some useless content in them, completely deviating from their original intention when they did the survey. When the report is made, it cannot just be a written report, but should be a competitive product analysis with practical guidance, mainly showing what are the disadvantages of the competitors? Where are our opportunities? This allows you to seize an early opportunity in this market. Where can I find data or information on competitive product analysis? I have several channels here, you can try to combine them to find your solution. 1. You can learn about the basic situation of competing companies (including number of employees, financing status, patents, etc.) through IT Orange, Lagou, and Tianyancha ; 2. Find the download and ranking of competing products through appAnnie, Zen Master , etc.; 3. Use Google advanced search to estimate based on the number of results; 4. Go to platforms such as Analysys, iMedia, and Penguin Intelligence to find industry data, research reports, etc. The above are some good ways to find competitor data. If you have some technical skills, you can also write a crawler, and it is not impossible to crawl out some explosive news. (People are alive, data is dead, you have to go find them, not wait for them to find you!) 2. Think about where the seed users come from? Whether it is a product incubated internally by an Internet giant or a product newly developed by a start-up company, it needs users to use it, otherwise it has no value. Therefore, many products have to think about where their seed users will come from as soon as they come out. Of course, there is often no shortage of users for the products of large companies. If you give you a product with high traffic and direct traffic to it, you can get over 10,000 monthly active users, such as Weibo's Xiaokaxiu , Yizhibo , and Toutiao's Huoshan Video . But many start-up products are often not so lucky. Many of the first batch of users were attracted by the founding team step by step and were earned through hard work . For example, when Didi first acquired its first batch of users, it asked the team to do ground marketing and directly cooperate with taxi companies. At that time, there were approximately 189 taxi companies with a total of 70,000 taxis. Cheng Wei's goal was to install 1,000 clients within two months. At that time, the team took it for granted that since we provide you with free services, it should be very easy to negotiate. But what I didn’t expect was that every company would ask whether there was a contract document handed over to the committee, and if not, there would be no cooperation. So Cheng Wei went to talk to the Transportation Commission, who asked him to wait. Later, some people in the team couldn't wait any longer and felt that this was completely unreliable. Cheng Wei said that we should persist a little longer and visit these 189 companies. If no one really wants to cooperate with us, we will give up. Perhaps this kind of fighting spirit has created the Didi of today, but if we look at it from the other side, which company’s new product can be launched with the CEO personally taking charge? More often than not, the technical staff makes the product and then passes it to the operations staff. If the team has a responsible and senior operations staff, it’s fine. But if it’s an unreliable operations director , he or she may give you a ridiculous KPI of “attracting 10,000 users a month”. Therefore, a senior operator, in the absence of a CEO to personally support you, must think in advance about where the first 10,000 users will come from, and what to do to retain them and enable them to spread the word for you. When cold-starting a product, there are many channels. Baidu Zhihu has already listed a large number of source channels for seed users for you. For example, free social media , self-media platforms , invitations from friends and relatives, paid joint influencers , various alliances, etc. can all directly acquire the first batch of users. But it is very important to understand the attributes of your product and the current problems of your users, and then think about your cold start channels. Because the birth of a product must have its demand value, otherwise, no matter how flashy and beautiful the UI is, it will not exist for long. So when you promote this product, you must think clearly about the value of the product. At present, many product operators promote their products just for the sake of promotion. They work hard on promotion plans, and the promotion methods are all Ctrl c + Ctrl v. They are mechanically executed according to the PPT plan, such as posting on the forum first, and then answering a soft article on Zhihu, and other mechanical operations. 3. Develop a relatively complete operational strategy The operation strategy generally includes content operation , event operation , user operation , brand operation, and many infrastructure details. As for me, when I take over the operation of a product, I will first prepare according to the first two steps, and then formulate a rough operation strategy based on the attributes of the product. This strategy will change during the execution process, but if the planning logic is correct, the changes will not be too big. Therefore, it is necessary to make a plan before operation. If the product you operate is a content-based product , such as information news, community Q&A, etc., then your strategy at this time will be more inclined towards the source of high-quality content and the content model adopted , whether it is PGC or UGC , or both in parallel. If a single model is adopted, will it affect the future operation direction? In addition, the product itself relies on high-quality content to attract users, so monitoring the quality of the content is also one of the key points. If you are operating an e-commerce product , you should be more comprehensive when formulating your operating strategy. Because e-commerce involves many activities, you need to make an operation plan for the frequency of activities during and after the launch to continuously maintain your high exposure rate . E-commerce companies are relatively complex and often have to take into account things beyond operations, including users and logistics, so the comprehensive capabilities required of e-commerce operations are relatively high. If you are operating a community product , the focus of operations at this time is more inclined towards user operations . What value does your community provide to users, who should be invited as seed users of the community, how to maintain them, and whether the invitation system is open to all members or only to some members for registration. Since almost every current product can have a predecessor or competitor, we should try to identify the weaknesses of our competitors and then develop corresponding strategies. We should also put some effort into infrastructure construction, which mainly includes brand building ( SEO , encyclopedia entries, PR, etc.) , media matrix construction, dual micro-operation strategies, VI design , etc. 4. Two Situations of the Founding Team The first type: the startup team takes care of operations Many start-up companies do not have a complete operations team during the product development stage. The founding team members focus more on polishing the product and find it difficult to balance operations. Admittedly, the most important thing at this stage is to quickly iterate your product in small steps . However, at this time, competitors (potential opponents) may have already seized the market opportunity, which will be even more fatal once user awareness is formed. Therefore, while the founding team should focus on the product, they must not forget to work hard on marketing and product promotion . The second type has an operations team Generally speaking, if there is a small team trying to build momentum for a product, most of them are a group of people with insufficient operational experience trying to attract big names for a product that is about to be launched, privately chatting with many experts to use the product (internal testing), or spreading content on search engines and social media. But I suggest that you don’t promote the product before it is fully developed . This "promotion" includes what can and cannot be done. What you can do is to find and note the source of content, determine your own product positioning, explore the scenario needs and channels of target users , how to maintain close communication with users, fill content on social media, etc. What you cannot do is not give people expectations. I once encountered a community-based product that invited me to join as a seed user, but their product had not yet been released. Through chatting, I learned that the person who contacted me had just entered the operations industry. I think this approach is very immature. Before your product comes out, don't invite those big names and make them wait, and don't give them expectations. Conclusion There is no trick to operations. All you need to do is watch more, think more , and learn more. Don't try to reinvent the wheel, but think and innovate. The above is my routine for operations. The rest depends on yourself. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @宇林小艺 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
<<: 3 tips for paid promotion of APP applications on Android channels
>>: 10 ways to hold back tears. What are some ways to hold back tears?
Recommend
How to completely deal with broken links on a website?
If there are broken links on the website, they mu...
Brand crisis public relations trends in 2021!
It has to be said that brand crisis public relati...
5 styles of playing Douyin live broadcast!
It is becoming increasingly difficult to live str...
How to promote a new brand?
The relationship between brands is like the relat...
What procedures are required for the Zhongshan local classified information mini program?
With the increasing popularity of mini programs, ...
Douyin store false shipments, what are the situations in which Douyin stores false shipments?
If a merchant engages in false shipments on the D...
"Superkids Season 1" Baidu Cloud Download Link Address
Welcome to Aixue Knowledge Network, where you can...
Huang Yongsheng's resume: website promotion and marketing skills
Website promotion and marketing of pharmacies 1. ...
It turns out that the Apple developer account [Chinese registration entrance] is here. It is said that 99% of people don’t know it~
When Apple announced the launch of Search Ads, it...
How to use Zhihu to effectively attract traffic and promote products?
What kind of platform is Zhihu? To study traffic ...
Which SEO training is best? Which SEO technical training is the best?
For many friends who are new to the SEO industry,...
How to acquire seed users without money or resources?
When a new product is just starting to operate, I...
5 ways to quickly understand your users
When doing operations work, you often need to sta...
Mo Xiaoqi's constellation code mind reading
Mo Xiaoqi's Constellation Code Mind Reading R...
How to acquire a large number of accurate users at low cost?
In 2017, the operation method of increasing fans ...