This may be the most down-to-earth and clearest way to write an operation plan!
Friends who do operations will know that there will be various plans to write during the operation process. For example, you will often encounter the following scenarios at work: Boss: "We want to build a community , you go and write a community operation plan !"; Boss: "National Day is coming, we are going to do a National Day event, write me an event plan before tomorrow night!" Employee: "I think the activity of our product is not very high recently, the reason is...we can do this... to increase the activity." Boss: “Well, your idea is good. Please write a plan first!” Boss: “Our mobile product is going to be online soon. Please write a mobile operation plan!” Operations are basically a process of constantly writing plans, modifying plans, and executing plans. Many friends may feel overwhelmed when they hear the word “plan”. They will feel sad and depressed! Not to mention that the plan will make you want to die after being revised, just the idea of writing the plan is enough to torture you to the point that you want to beat up your boss. In fact, is the plan really that difficult? Why do many of us rack our brains until late at night and still have no idea where to start? Or you may stop halfway through writing a plan, run out of ideas, and then start to doubt the content of the first half. The so-called plan is the idea and plan before you do something, and it has two purposes:
1. Key ideas for writing a proposalThe plan is used to sort out our ideas and guide our practice. We can recall that in fact, we will follow such a key idea when doing anything: 1. In what context are you doing this? 2. What is your purpose in doing this? 3. What goals do you use to measure the success of what you do? 4. What is your specific implementation strategy for doing this? That is to say: clear scheduling of people, things, money, resources and time. The background of the plan is to better clarify the purpose of your doing this thing, the purpose is to clarify the direction of your work, the goal is to measure the effectiveness of your work, and the strategy is to clarify how you should execute this thing, that is, what kind of people do you need? What to do? How much budget is needed? How many resources will be needed? How long does it take? What to do at each stage? The most critical step here is to clarify the purpose, because all the subsequent things to be done are centered around this purpose. It is the direction in which you do things. If the purpose is wrong, all subsequent work will be wrong. So before you do something or write a plan, you must be clear about the purpose of doing it?Key ideas to use when writing a proposalBrother Chao mentioned an example in the article. If you were asked to associate the word "apple", what would you think of? The wrong way of thinking is to directly give the result word that comes to mind, such as thinking of Apple computer, then thinking of eating apples, and then thinking of Apple mobile phone. The result of this wrong thinking is that your thoughts are confused and the final result is incomplete. This is the key reason why many people often have a confused mind when doing things. Let's take a look at the correct ideas. We can use the thinking decomposition method to think about it. The specific ideas are as follows: The above is a breakdown of the associative thinking associated with the word “apple”. How to break down ideas and goals during actual operations? Let’s take the operation of self-operated e-commerce platform as an example. Brother Chao has never done e-commerce operation, but as long as the purpose is clear, the ideas can be thought of, so here I will try to use the method of thinking decomposition to sort out the ideas of e-commerce operation. Anyone who does e-commerce should know that there is a universal formula for e-commerce: sales = traffic * conversion rate * average order value. The most direct purpose of e-commerce operations is to increase sales, and the goal is how much we want to increase sales? For example, if we want to increase sales by 10 million in a month, whether this goal is achieved is a basis and standard for measuring our operational work. Of course, the setting of goals must not be made on a whim, but needs to be calculated based on actual conditions. Let's sort out our ideas first: Purpose: To increase platform sales Goal: To increase sales by 10 million in one month Three factors that affect sales: Traffic, conversion rate, and average order value (universal formula for e-commerce) First. Based on the three factors that affect sales, we can divide the work into three aspects: 1. Increase store traffic 2. Increase store conversion rate 3. Product pricing Secondly, set goals and break down the work according to the breakdown. For example, in order to achieve sales of 10 million, how much traffic do we need to attract and to what extent should the platform's conversion rate be increased? What kind of price promotion strategy should be adopted? The traffic goal can be divided according to channels, and traffic targets can be set for different channels at different stages based on the promotion effect of the channels. In order to improve the conversion rate of the store, we need to consider the factors that affect the conversion rate, and then take corresponding measures around these factors. For example, we can improve the conversion rate through the following aspects: 1. Improve product packaging 2. Optimize the pictures on the details page 3. Optimize the introduction copy on the details page 4. Optimize the consumer order payment path and experience 5. Customer service order promotion skills 6. Do a good job in consumer evaluation management 7. Implement price promotion strategies, such as full discounts, full gifts, discounts, etc. How to improve product packaging, product photography and image processing, what kind of copy can attract consumers more, optimize the order and payment path, how to improve customer service sales skills? User evaluation management skills and other specific optimization work involve the division of labor among personnel, and professionals do professional things. Of course, this is just an example of part of the work of e-commerce operations, because the actual operation work also involves product category planning, store decoration, etc. If you think about it carefully, you will find that if you clarify the above purposes and goals, break down the purposes and goals, and then refine the specific strategies and work content according to the actual operation situation, and then further clarify the division of labor, time node scheduling, operation budget and required resource support, then it will be an e-commerce operation plan. Of course, this plan must not be imagined out of thin air like what Brother Chao did for the sake of example, but should be formulated based on the current situation of the store and data analysis , but the specific ideas are similar. The above ideas also apply to product operation plans. You can recall the universal e-commerce formula mentioned above: sales = traffic * conversion rate * average order value. If the average order value is 0, that is to say, if we are operating a free product, then the sales volume will also be 0, because the direct purpose of operating a free product is not to increase sales volume, then the only work we have to do is traffic*conversion rate. If our plan is to attract new users for the product, then the above formula becomes: registered users = traffic * conversion rate. Therefore, our work direction can be clearly divided into two directions: 1. Traffic diversion (promotion) 2. Improving product registration conversion. All subsequent work can be carried out around the two aspects of traffic diversion and improving conversion. Any plan is the same. The focus of making a plan is on ideas. After clarifying the background, first determine the purpose, then set specific goals and break them down around the goals, and then determine the implementation plan. All subsequent content is based on the purpose and goals. In the process of making a plan, you can use the currently more mainstream idea-organizing tools Xmind and Visio. These two tools can quickly help you organize your idea system. Taking the establishment of operational processes and standardized systems as an example, this is a relatively large and complex task. The actual operation is not as simple as imagined, because it involves various processes, specifications, rules, definitions, and various standardized template forms in the operational work. So how should we proceed with this work? We still adopt the previous method of disassembly, which can be simply disassembled as follows: Different from the activity plan, in the operation plan, the "things" among the elements of "people", "things", "finance", "resources" and "time" in the specific implementation strategy are more core. In the operation plan, it is necessary to plan the subsequent operation work from the "matter" level. We can still break down the ideas for the "things" in the operation plan: For any operation work, we can divide it into routine operation actions and non-routine operation actions. To make an analogy, it is the relationship between health supplements and Viagra. Health care products need to be taken regularly and over a long period of time to improve body functions, and their effects are relatively mild; whereas Viagra is a strong medicine that provides a temporary stimulation. In operations work, routine operations and mechanisms are health products that ensure the continued activity of users, while irregular activities, product revisions, and major content strategy improvements are the Viagra that stimulates users in stages. Therefore, the direction of executing strategies in the operation plan is basically clear, which is divided into two aspects: routine operation work and non-routine operation work (generally innovative work content). Routine operation work is the establishment of a fixed operation mechanism, that is, the fixed work that operation personnel need to do every day, every week or regularly; non-routine operation work is some irregular innovative work. How to establish a regular operating mechanism and what fixed and normalized work should be done? What kind of activities or product strategy adjustments can promote the faster achievement of operational goals needs to be combined with the actual operational status of the product. The decomposition of the ideas mentioned above needs to follow a principle: exhaust each other and do not include each other. Here I will use Brother Chao’s previous article “Ideas + Steps + Methods, Three Steps to Teach You How to Quickly Build User Portraits?” 》 is used as an example to illustrate: The division between explicit and implicit has been exhaustive, that is to say, you cannot find a third dimension parallel to explicit and implicit. In terms of complementary inclusion, it means that the dimensions of each level must be in an AND relationship. If there is an inclusion relationship, then it must be wrong. The inclusion and included relationship can only exist in the upper and lower dimensions.Example of proposal writing ideasWhen writing a proposal, you should follow the principle of being concise, direct, and no nonsense. A complete plan should include the following aspects: 1. Project background . Do not write too much. Limit the number of items to 3. 2. Project purpose (1) Direct purpose (there can be only one, and all subsequent work must be carried out around this purpose) (2) Indirect purpose (related purposes, no more than two, and other related effects that can be brought about by doing this) 3. Project goals must be quantified. This is the most direct measure of operational results. Take community operation as an example. For example, a community is positioned for high school students, and all content is centered around high school students' learning and life exchanges. However, after users enter university, the content of the community can no longer meet the needs of this group of users entering university. If we want to retain this group of users, we need to open a new section suitable for college students. The direct purpose here is very clear, which is to solve the problem of user retention after graduating from high school. So when setting goals, quantitative goals can be set like this:2. Operational StrategyIf it is an activity plan, the activity object needs to be included here: 1. Activity time 2. Activity form 3. Award setting 4. Activity process 5. Corresponding copy content and material preparation. If it is an operation plan, we take the operation of a new community section as an example, which includes: (a) section positioning, content positioning (b) content operation 1. Content production method: PGC&UGC, as well as the phased target planning of PGC and UGC output, as well as the source and incentive method of UGC output. For example, how to select moderators and produce content, interact and motivate sections, as well as motivate and promote expert users. 2. Section content standards. Section posting and replying standards, content management, etc. 3. User incentive system. For example, member growth mechanism, incentive system, points, posting and replying reward and punishment mechanism, etc. can be divided into routine operation actions and non-routine operation actions. Due to time constraints, we will not make a specific division here and just give a reminder. (III) Early promotion strategy Such as key user invitation, section exposure, event promotion, etc. (IV) Preliminary promotion plan.3. SchedulingThe purpose of scheduling is to clarify who will do what and when. The time nodes, work items and responsible persons must be clearly defined.IV. Resource Support1. Promotion resources (resource positions, promotion channels, etc.) 2. Demand support (design requirements and development requirements) 3. Department support5. Operating BudgetThis involves the formulation of a cost budget. For example, in the operation of a community or a gold coin mall, gold coins will be used as an incentive. In this case, the cost needs to be converted according to the ratio of gold coins to RMB. In this plan, purpose and goal are the most important. When writing the plan, of course, including in the specific operational work, you must make the purpose clear and confirm it with your boss, and then carry out subsequent work when the purpose is correct.Mobile application product promotion service: APP promotion service Qinggua Media information flow The author of this article @豆包 Compiled and published by (APP Top Promotion), please indicate the author information and source when reprinting! |
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