After reading this, do you still think product operation is a simple job?

Its keywords:

Operational_Effective_Accurate_Analytical_Strategic_Coordinated_Execution

From the English translation, we can have a clearer understanding of the specific definition of product operation. When we think about real life and work, operations are everywhere.

For example: teachers’ lectures are a kind of operation, which is to explain the content of the textbook to students more deeply, so that students can accept it more easily;

For example, when a doctor treats or performs surgery on a patient, it is also a kind of operation, which is to cure the patient through medical equipment and drugs according to the cause of the patient's illness;

Another example: When fighting a war, we must launch targeted strategic strikes based on the enemy's situation. ...There are many examples of operations in reality.

But summarizing these operation cases, we can find that product operations are often closely centered around three elements of the goal: products, users, and channels.

Without product operation, it is pure nonsense; without channel operation, the product will have no influence; and without users, the product will be meaningless. The goal is to create a stable triangle that supports the healthy cycle development of products, channels and users.

Any mobile Internet product or service product should start from the user. Understand user needs and realize user needs. Looking at operations through the eyes of users , operations are actually about how to help users find the answers they want faster.

Successful operations can deeply explore the characteristics and needs of users.

For example: Vancl finished products.

Before bidding for VANCL's advertising creative, the team conducted in-depth research and analysis on the characteristics of VANCL's two spokespersons (Han Han and Wang Luodan) and the brand's appeal. They believe that Han Han and Wang Luodan are both representatives of the post-80s generation who achieved success through self-struggle and hard work. Their personalities are in line with the growth mentality of modern young people and can be well integrated with the VANCL brand. So the team came up with the idea of ​​using this highly personal and self-expressive language as a source of creative ideas and thoughts.

The success of Vancl comes from its grasp of the psychological characteristics of its target users (they love to express themselves). This grasp and mastery of specific user psychological characteristics and the thinking behind creative activities are worth learning from. Only in this way can we truly impress and retain users. This is what we often say, starting from the user's perspective, allowing users to experience a sense of value in the activities and enhance their favorability towards the brand. The decline of Vancl is also closely related to its subsequent emphasis on halo, marketing and neglect of operations.

What are the specific tasks of product operation?

The work of product operation is relatively messy, including: operation planning, BD, media, activities, data analysis, and market monitoring.

1. Operation planning: mainly product operation plan planning based on data, this is the focus. Basically, every product operation must do this.

2. BD: Operations will be exposed to the conversion efficiency of different channels, so it is necessary to deal with channel dealers or internal sales staff of the company. This actually involves certain communication, coordination and public relations work.

3. Media: This includes copywriting, topic planning, soft article publishing, etc.

4. Event marketing: Combined with product promotion or brand publicity, plan event marketing plans and implement them effectively to achieve the goal of increasing product and brand awareness. As well as user surveys, rewards, etc. of the activities.

5. Data analysis: Data determines the execution of operations.

6. Market monitoring: mainly at the strategic level, including: monitoring of the industry market and monitoring of competitors.

…

The specific definitions of operations vary greatly among many companies, but generally around 80% of the work is dealing with routine maintenance. These constitute the main body of the operation. You may not feel any progress while doing it, but the consequences of not doing it could be devastating. Suppose, what will be the consequences if the news is not updated continuously? Users are gradually lost. Therefore, good product operation execution and efficiency are the key points

Operations have costs so he has very clear goals.

To sum up, the goals of operations are generally no more than three:

1. Revenue : Operations need to find a business model or expand revenue for existing products.

2. Expand the user base : The more people know about the product, the more successful it will be.

3. User activity: Silent users do not have much commercial value, only active users do.

Operational goals must be reflected in reality. The release of Commandos 3 caused a large number of loyal players to leave, and this was due to the failure of team goal positioning.

What is reality? The reality is the needs of your target users, and whether you have accurately grasped them on this basis.

Of course, for product operations, the reality is:

A good product may also fail in operation; a good product requires good operation; and a bad product can become a good product and succeed through repeated operation.

Someone once said: Internet products are products that need to be constantly operated and polished. Good products are operated, not developed. Good Internet products have two characteristics : first, they must be able to impress users at one point, and second, they must be something that relies on continuous improvement and continuous operation. The essence of the Internet is service, and user needs are constantly changing, so you have to adjust at any time.

The goals determine the data sampling for the operation.

Many people say that data determines everything, but this is actually wrong. Without clear goals, allowing data to develop will inevitably lead to confusion and unclear development, which will eventually lead to user loss.

Data is the weapon of product operation, and data determines execution. The first thing a product operator should do when turning on the computer every day is to look at the data analysis data, then find the data that needs to be adjusted in time and carry out subsequent execution work.

When it comes to specific analysis on the data side, many people will be annoyed first. I am afraid of data analysis. In fact, for product operations, it is relatively better to master several data screening principles: first, there must be data, second, accuracy, then the data must be consistent, and third, all data must be comparable to be valuable, and finally, there must be conclusions. Without conclusions, everything is empty talk.

In addition, based on the above data screening, it is crucial to find the key values ​​that you can continue to work hard for. It is also a magic weapon for operators who really hate data.

Excellent product operation does not lie in analyzing a bunch of data, but in finding a key value and achieving the ultimate . All other data are just branches of this value, or arguments to improve this value.

Key value : It can be revenue or number of users. It must be a data indicator that you can use to find the specific execution direction. Personally, I prefer data such as rate and degree, such as activity rate and ARPU value. Those who are in the business of generating revenue can consider more about the revenue contributed by the average visiting user. Compare with similar products to see if you are efficient; for free products, take a look at the average PV and activity indicators.

At the same time, key values ​​are an important link, which can save effort and be efficient; but only by continuously working hard on this value every day can there be real improvement.

1. Cost & Output

Operations have costs, but many product managers in large companies often do not have this concept because the resources they use are free. Being cost-conscious at all times is important for personal growth.

Costs include: manpower, channels, equipment... If you leave a large company and start your own business, you will find the constraints of costs. But only under the constraints of cost can your product be truly successful. When it comes to product experience in large companies, you should pay attention to whether your channel investment is greater than your output. Even if the internal channel is not open to the outside world, you still have to convert it into a price. In addition, whether your output is greater than the company average. If not, sorry, your product is likely to be eliminated.

As for output, everyone in the company is keeping an eye on it, so you can actually let go and work as hard as you can; but at the same time, on the pricing side, sometimes an appropriate price increase may increase your output, rather than just considering price cuts.

2. Focus & Segment

There is no doubt that segmenting the market and operations will maximize efficiency. But what is the reality? Are we maximizing? No. Why? Because we haven't done a good job of focusing on many things in the first place, and the operational strength after segmentation cannot keep up, resulting in failure to maximize efficiency. It would be better to focus hard instead.

For the mobile Internet, focus is equivalent to a page. Can you accommodate the needs of different users and allow users to quickly find what they need on your website? Although the display space on a mobile phone is not as wide as that on a PC, it is generally sufficient. Of course, in theory you can customize it, for example, a new user will see one page and an old user will see another page. In the past, Guangdong’s traffic share has always been above 30%, and we have also created a page for Guangdong users to enter. It often starts out well, but ends badly. When 1 is divided into 2, 3 or more, can the operational strength keep up? Is the cost input greater than the output? Truly focused content is often liked by the vast majority of users. Good products in different channel locations often have good outcomes. I’m afraid that you will recommend inappropriate products or products that are not adequately updated and maintained.

Adhere to the principle of segmentation: If you can ensure that the intensity of daily operational updates after segmentation is the same as when you were focusing, then you have met the requirements.

3. Efficiency & Scale

Operation is efficiency, and efficiency is life. This is something every product operations manager must always keep in mind. If efficiency cannot keep up with the growth in scale, it means that cost investment is wasted and target users are not accurately positioned. There will inevitably be a lot of invalid users, increased churn rate and some users will be disappointed with the product.

Efficiency is the true measure of a product operations manager's value.

4. Prelude & Climax

Finally, let’s talk about the prelude and climax.

Many times our focus is on the climax. Although the climax is important, a good prelude will be more conducive to the climax.

The prelude to product operation is actually continuous warm-up, warm-up, and warm-up again, so that users can have some understanding and expectations first, and the final use process is smooth. This way the efficiency value will be higher. The climax will be higher.

Product operations should not rely on one final blow to hit the user's real needs, but the focus should be on a stable and effective step-by-step process of contact, guidance, trial, cognition, penetration, and familiarity. If the prelude is done well and subtle, the climax will come naturally.