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It’s time to spend ten minutes clarifying the definition of product operations
Product operation is the process of attracting a large number of loyal users based on Internet products with the lowest budget, optimal path, most efficient execution, and most effective means, establishing competitive barriers for products in the market, and ultimately achieving product market success. For many practitioners, even if they are unable to give a definition of the operations they are engaged in, it will not affect excellent operations in leading their teams to achieve user "acquisition", "activation" and " retention ", thereby generating "dissemination" and "income". However, when we calm down and sort out the knowledge system of operations, many students will be troubled and wonder whether they should give a definition of "product operation". Traditional enterprises define operations as follows: Operations are the planning, organization, implementation and control of the operations process, and are the general term for all management tasks closely related to product production and service creation. This concept is very complex, and in summary it is the general term for all management work. This also explains why operations are not as popular as product managers , and even most practitioners who have just entered the industry do not quite understand the reason for operations. From planning to official launch of a product, the corresponding operational work is often very complicated, from the early preparation of various operational plans and proposals, to the organization and implementation of operational plans when the product is launched, and effective monitoring of various promotion effects. These are all tasks that operators need to do. To break it down a little more, it involves everything from SEO , publishing soft articles, editing and reviewing content, to acquiring seed users for the product, operating core users , planning events, and even the work of some companies and media. The scope is quite broad. Another very important factor is that it is closely linked to the production and service of the entire product. Without the product, the value of the operation cannot be reflected. The operation must be dependent on the product. In short, any trivial matters that help increase product user data, increase activity, or obtain revenue for the entire site are related to operations. So how do we define Internet product operations?Product operation is the process of attracting a large number of loyal users based on Internet products with the lowest budget, optimal path, most efficient execution, and most effective means, establishing competitive barriers for products in the market, and ultimately achieving product market success. The first is that product operations must be based on the product itself. All operational strategies and marketing methods are formulated based on the product. This is also the most obvious dividing line between ordinary operators and excellent operators. There are thousands of ways to operate, but if they are separated from the product, no matter how cool or gimmicky it is, it will be futile if you ultimately cannot acquire users or improve various data indicators of existing users.The second dimension of understanding operations: The characteristics of operations determine how this job is done.The first point is the lowest budget. Whether we are operating in a mature project or cold-starting a product in a startup project, we are facing a realistic problem - the budget is very small and the promotion funds are stretched. At this time, operators need to be able to make the most of small amounts and quickly acquire a large number of users. Especially for the promotion of mobile products, most startups are unable to acquire large-scale users through market launches, and must rely on a certain selling point or event to spread virally and achieve explosive growth. Therefore, operations do not win by budget. On the contrary, in most cases, operations do not have much budget and can only win by creativity or service. Therefore, extremely low budget is the first problem every operations staff encounters in their work. However, having no budget doesn't mean you have to slow down your work. Salary itself is a kind of budget. If a zero-budget activity requires operators to invest several weeks or even months, plus the time of designers and technicians, the cost will be very high. Therefore, the lowest budget is often the cruelest reality, and we need to establish the first understanding of operations. The second point is the optimal path. The optimal path means that product operations should not take detours. You should use solutions based on the problems the website is facing and the problems you urgently need to solve to achieve your goals. Is it to increase user activity, increase the number of user registrations, or increase user stickiness? The starting point for designing activities for these goals will be completely different. You need to use targeted plans to carry out activities instead of taking detours. This requires operators to reduce desires and shorten the path, and in this process you need to clarify your goals. Next, you need to break down the goals, break down the entire promotion path into each node that takes conversion rate into consideration, and then optimize them separately. For example, for the O2O projects that were popular in the past two years, ground promotion would be their preferred promotion method. Every day, we would receive a large number of flyers from food ordering websites in places with large traffic such as office buildings and shopping malls. In this field promotion process, from the company to the field sales staff, from the field sales staff to the consumer, from the consumer to the flyer recipient, from the flyer recipient to the downloader, from the downloader to the user, from the user to the long-term user, this constitutes the entire path of this promotion activity. At each communication node, you need to consider the conversion rate. For example, from the company to the promoter, the company requires the promoter to distribute flyers in places where there is a high overlap with the product user group. When distributing flyers, they must smile and use standard language to guide users to read the content of the flyer. However, in the actual implementation process, the effect will definitely be discounted and the conversion rate becomes uncontrollable. As an operator, you need to consider the path of this conversion node and how to make the person distributing flyers understand the term "high user group overlap". How can standard scripts be put into practice? According to the speed at which users move, the entire contact time will not exceed 5 seconds. So what kind of scripts can be both operational for the order sender and useful for the user to listen to and proceed to the next step? To give a common example, there is usually a QR code on a flyer. This QR code can be a QR code of a website address or a QR code of an App download address. So the question is, what will be the conversion rate of this node? If users take a quick glance and enter a website, they will be willing to set it as a frequently used website, but the conversion rate will definitely not be high. If they enter the download page of the application market , you have to set two QR codes for different user groups of Apple and Android, or directly jump to the download page, and then you will face the problem just mentioned again. Users have no retention of the web page, and at the same time, due to the network speed, very few users can make a download decision at that time. The flyer will not last more than 100 meters in the hands of most users. Because they will encounter trash cans, the path of this node will be very important. If you can direct the traffic directly to the App that users often use, wouldn’t it be more effective? For example, the QR code on the flyer page is directly a WeChat public account , and then you can enjoy discounts by following it. At the same time, it reminds you to download the App or register on the website. Wouldn’t it be better to direct the traffic to the ultimate goal? Of course, the specific results still depend on different products and their test results, and testing is a process of path optimization. The third is the most efficient execution. Every product has its window of promotion, such as the group buying websites that were popular in 2010, the online education that was popular in 2012, and the Internet finance that was popular in 2014. When these concepts were already very popular, there was very little space and time left for new entrepreneurial teams. Because before these Internet products or concepts became popular, there were already people with great vision who had invested in them. For them, the biggest challenge is to effectively grasp the window of opportunity, establish the position of their own products before the concepts become popular, and gain the favor of capital to accelerate their development. Therefore, this requires operations personnel to push products to the target market quickly and efficiently in a low-key manner, verify the product's value hypothesis and growth hypothesis, and thus gain a large number of users. When the window period for this field comes, all entrepreneurs turn their attention to this field, and all technical products and even operational strategies are copied unscrupulously. What ultimately determines success or failure is the strict and efficient execution of each promotional activity. In July 2011, after Meituan.com completed its second round of financing, Wang Xing persuaded Gan Jiawei, Alibaba's vice president in charge of B2B sales, to serve as Meituan's COO, responsible for Meituan.com's supply chain, sales department, quality control department, editing, customer service and other operations. Gan Jiawei launched the famous "Three Axe" policy, namely, in terms of hardware, changing the organizational structure and introducing the regional system; in terms of software, establishing a sales management system; and implementing the business strategy of "crazy visits and crazy orders", laying the foundation for Meituan's performance growth in 2012. It is precisely because Meituan.com efficiently implemented the strategy of "crazy visits and crazy orders" that Meituan.com's online SKUs achieved explosive growth and its transaction volume soared, quickly widening the gap with other competing websites, standing out from the "Hundred Regiments War" and achieving final victory. The fourth is the most effective means. Operational work is complex and tedious, and various problems that arise every day need to be solved quickly. However, even so, we cannot use the mentality of robbing Peter to pay Paul to solve superficial problems. Only by addressing the root of the problem and solving it with the most effective means can we make complicated work more controllable. For example, when a product is born, it faces the question of whether the chicken or the egg came first, that is, whether the content came first or the users came first. There is no point in dwelling on this issue itself. Just solve what you lack. This involves the question of means. For example, if content is a bottleneck, one method is to use a program to grab content. The advantage is that it is fast, but the disadvantage is that the content is not organized and may not be what users want. The second method is to edit and organize the content yourself, and guide a small number of active users to contribute content. The advantage is that the content is available for consumption, but the disadvantage is that you have an additional job as an editor. The third method is to establish an incentive mechanism to allow users to produce high-quality content themselves. The advantage is that once there is a good incentive mechanism, the subsequent work will become quite easy and will immediately enter a positive cycle, but the disadvantage is that it takes a lot of time and energy, and may not achieve the desired effect. Effective means cannot be taken for granted. They need to be formulated in combination with the positioning of the website itself. For example, a pure SEO website can generate content by optimizing data collection rules. For community websites that focus on problems, the second method introduced above is the most effective means in the early stages. And for online education websites where content production methods are very important, the third method introduced above is an effective means. The third dimension: All means are aimed at achieving only one goal - attracting loyal users. The most valuable value of a product lies in having a group of loyal fans and then forming a good product atmosphere. Loyal users can help the product a lot. They act as both testers and product managers, and also have operational attributes. They constantly feedback their needs and dissatisfaction during use to producers, and constantly share product features that make them scream with their friends and even influential users on social media. Even logging into the website every day and refreshing the webpage to contribute PV is a great encouragement and affirmation to entrepreneurs, products and operations. Their contribution to the website is very large.Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @章鱼怕黑 ( Qinggua Media ). Please indicate the author information and source when reprinting! |
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