Without operational resources, how can a product be operated on its own?
| If there are no operational resources, we can find a way. Should we apply for more support from the company or expand new resources? If you don't want to invest in operational resources, feel that operations are not necessary, and expect to achieve product success through zero operations, it is basically impossible. First, let’s sort out what the operating resources include? Shirasaki believes that it is divided into two parts: internal and external. The internal part is money and people, and the external part includes all available resources that help achieve the overall goal of the product. 1. Money operation is actually a job where “you get what you pay for”. Don’t expect tens of millions of users to fall from the sky. Don’t be too greedy. Articles like "XX Director Tells You: How to Make a Hot Product Without Spending a Penny" circulating online will only teach bad bosses, and then turn around and tell you "Look at other people's company operations, they have achieved such good results without spending a penny, why can't you do it?" There is actually hidden and opaque money behind the so-called "no money spent". For example, the three most common ways of online communication are finding big Weibo accounts, publishing articles on self-media, and hiring internet trolls. These cannot be disclosed publicly, so people just say that no money was spent, pretending to be sophisticated. Money has two major meanings for operations: only with money can you dare to recruit people, especially experienced people; only with money can you dare to do promotion arbitrarily, whether it is laying channels or doing operational activities, money determines how far you can achieve. No matter how hard you try, you will eventually encounter this bottleneck. How many startups have suddenly ceased to operate because their funding chain was cut off when they were at the peak of their careers? 2. Some bosses like to say: Don’t talk to me about money, I can get the job done by just spending money, why do I need you? Not everyone spends money. Where to spend? How to spend? Given the same budget of 1 million, an experienced operator and an inexperienced layman will inevitably produce different results. Shirasaki believes that the advanced stage of operations is a sensitive and rational judgment ability, knowing what to do to bring the greatest benefits. People also have two major meanings for operations: one is intellectual resources, knowing how things should be done. The second is time, which can be accumulated step by step. Take Didi Chuxing as an example. There are so many offline operation personnel behind it who install the software for taxi drivers across the city and teach them how to use it. This is all accumulated through hard work. In a city like Beijing, there must be at least 1,000 offline operations. Faced with competitors operating in the same way, they need to race against time. 3. Externally available resources ① In large companies, there is a tradition of introducing new products from old products into sister product lines , which is seen as a product matrix by outsiders. For example, if Sogou Input Method becomes very powerful, it can bring in new users to Sogou Browser and Sogou Search. Sogou Input Method acts as a locomotive for Sogou Company. With a group of carriages following it, it becomes a high-speed train. There are also QQ, Baidu, 360, Kingsoft, NetEase, etc. The new products launched by these companies can all rely on the help of brother product lines that already have a certain user scale. ② In-circle connections: The Internet circle is actually very small. Everyone jumps around and has more or less resources. If you do me a favor, I will help you next time. We can all achieve our goals and everyone is happy. When you are really short of resources, try going out and showing your face. ③Media resources Although Sina has been advocating that the emergence of Weibo allows everyone to speak out quickly, the fact is that the right to speak is still in the hands of the media. Just because everyone can speak doesn’t mean that what everyone says can be heard by hundreds of millions of people. ⑤KOL Every time I talk about KOL, I have to mention Zhihu. In the early stages of Zhihu's development, its seed users relied on big Vs such as Kai-Fu Lee and Lei Jun, and gathered a group of high-quality Q&A users through an invitation system. Do you think this was the most important operational resource for Zhihu in its early days? ⑥ The government/operators have a category of products for schools. As long as they get the education authorities in place, they can basically cover all schools. For some markets, once you understand the internal mechanisms, all you need to do is focus on fixing the faucet, and everything will fall into place naturally. Governments and operators fall into this category. The ultimate question of operations: Who are the users, where do they come from, and why do they stay? So, in the absence of money, people, and external resources, can the product run on its own? Bai Qi believes that it depends on the type of product: 1. Tool-type products Purely tool-type products are the only products that can operate independently, provided that the products are perfect. Tool-type products are the interaction between people and machines. The products only need to complete the requirements that people want to achieve. Please refer to Office2003 for details. Nowadays, most tool-type products have entered a process of integrating community, information content, social and other elements in order to improve user stickiness. For example, Sogou Input Method's account system, skin attributes, cloud vocabulary, etc., these are functional points with strong operational intervention. 2. Content-based products include content providers, such as video websites. All parties have entered a stage of frantically spending money to buy copyrights. Content is the foundation. Without money, there is no content, and the product will naturally not work. The other type is UGC content products, which leave content production to users. However, the current UGC community also needs a large number of operations personnel to fill in content, edit and review, and the cultivation of the UGC atmosphere in the early stage also requires a lot of thought. 3. Social products For social products, both product and operation must be strong. The introduction and sedimentation of user relationship chains and the maintenance of social atmosphere all require strong operational intervention. Behind the success of WeChat, the product manager’s brilliance is so bright that everyone ignores the contributions of operations staff. What will happen if the operation of social products is not done well? Please refer to Renren.com. 4. Business products (including O2O products) Business products have always been dominated by operations. Alibaba, a well-known company in the industry, is an example. In business products, operational requirements are always higher than product requirements. Take the hottest O2O product nowadays as an example. If you lack people, money and resources, it is recommended that you give up directly. Don’t ask me why. |
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