Concrete operations: basic operation skills and common tools!
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I often hear Internet professionals say: "Products give birth to children, and operations raise them." The words are rough, but the truth is there, and it's worth pondering. "Product" is a "child" created for the purpose of meeting market demand and helping users solve their needs, while "operation" is to stand on the standpoint of a "parent" to make this "child" known to more people and better serve the public. So, what are the similarities and differences between the two? How can such an abstract name as "operation" give you a more concrete understanding of it? I hope you will get the answer after reading this article. The common thinking between product and operation Whether it is product or operation, the positions and problems to be solved are different, but the working mindsets have many similarities. 1. Output demand solution PM (in order to distinguish product practitioners, PM is referred to as PM in the following text) as a product builder, the demand solutions he thinks about are all from the perspective of users and the market. PM needs to consider the feasibility and usability of functions from the user's perspective, so that users can truly solve certain needs through the product or make their daily lives more convenient after using the product; The solutions to the needs of "operations" are all based on the company's standpoint. It is necessary to propose what mechanisms and means to achieve the operational goals based on the company's current goals. 2. Phased planning For PM and operations personnel, the ability to plan in stages is also one of the criteria for measuring whether a practitioner is qualified. Generally speaking, PM's phased planning can be achieved through a fixed version iteration rhythm. After all, in the current fast-paced Internet environment, one of the requirements for products is to quickly iterate to find the optimal product model function. This will involve a fixed version release cycle, temporary version release, etc., but the details will not be elaborated. "Operation" is to make phased plans for the product based on its iteration cycle and the company's stage goals. Through activities, more new users are constantly informed of the product and use the product. Through content, the stickiness of the product is increased, prompting these users to gradually move closer to core users. Through some special operation methods, users are given unexpected surprises and become one of the product's disseminators. 3. Data-driven Judging from the JD on the recruitment website, whether it is PM or operation, one of the key requirements is sensitivity to data and certain data analysis capabilities. From the surface text, it seems to be an extremely abstract sentence. In fact, if we break it down, for the PM, we first need to get feedback from user usage data to find out whether anyone uses this function, how many people use it, and which link has problems with the function with low usage? When users communicate with PM, they may not give real feedback, but the data on the server cannot lie. The same goes for "operation". Whether the means of operation are effective and whether the operation activities can be paid for by users, the data of each corresponding functional module can tell you the answer. I never think that PM is just PM, and operations is just operations. Their fundamental ways of thinking are similar and their work thinking has a lot in common. They just start from different standpoints and consider different issues. Concrete "operation" The points mentioned above are all common features of the abstract working thinking of operations and their PMs. So, how can such an abstract name as "operation" give you a more concrete understanding of it? What skills are needed after “operation” becomes concrete? 1. Classification of operations There are many operation modules, and the focus, methods and approaches of each aspect of operation are different. In the following articles, the operational focus of each module will be analyzed. Here we will mainly list the various modules of operations from a relatively general perspective, because each company's organizational structure is different, and some modules may be placed in the marketing or product department. Of course, this is just an introduction to the work content and has nothing to do with the specific organizational structure. 2. Basic skills of operation Operations are divided into many different branches, and the skill focus of each branch is bound to be different. The specific module operation skill points will be mentioned later. Here we first talk about some relatively common skill points: 1) Please understand your product, please understand your product, please understand your product: (Important things should be said three times!!!) No matter which operations position you are in, you must have a certain understanding of the product. What is the user base of the product? What is the core value of the product? Only by understanding what sword you have in your hand can you make better moves. Only when you truly understand the product, will there be no deviation in the process of delivering product value. 2) Grasp human nature: It is said that products need to grasp human nature as their demand, and operations are even more so. Always remember that although the product is built by the entire team, the owner is always the user. You can guide users to use functions, but remember that operations must be based on human nature when guiding users to use value points by outputting value points. Take taxi-hailing software as an example: on the surface, the point that encourages users to use the software is that it is more convenient to use a car. In essence, what users care most about is the reduction of car use costs. For operations, the means to encourage users to use the software is to continuously output the value point of "reducing users' car use costs" to cultivate users' habits of using related software. Of course, companies are not philanthropists and it is impossible for them to always encourage users to use the software by reducing car use costs. Therefore, timely response, good service, etc. become the main value points. 3) Make good use of the Internet: Every job is not done behind closed doors. Internet practitioners in particular need to be exposed to a large amount of new content every day. Making good use of relevant content on the Internet will make your work more handy and more well-founded. Have other teams done the same case? What is the effect? Can we learn from it or avoid it? Can you learn the team dynamics you want to know through some Internet third-party tools and websites? Take competitor analysis as an example: product information of competitors can be obtained through data capture on some application market monitoring websites (such as appannie ); team information of competitors can be obtained through recruitment websites, Weibo, Zhihu, Maimai and other products to understand the other party’s recent recruitment dynamics, as well as some basic information of team members and even personality traits and preferences, etc. The Internet is very big and very small, but its existence will inevitably leave traces. As long as you want to know, the information you know can be used by you, and the information you want can always be obtained. 3. Essential tools for operations As the saying goes, "If you want to do your work well, you must first sharpen your tools." Many tool software will also be used in the operation process. Some commonly used operation-related software are listed below. Of course, with the serious homogeneity of Internet products today, everyone is accustomed to different products. The recommended ones may not necessarily be suitable. The ones that are convenient are the best. After reading this article, you should have a certain understanding of the work of product operation . Next, in the following articles, we will conduct a detailed analysis of each operation module. I hope it will be helpful to you who are interested in product operations. Want to promote products and get accurate users, click: ASO optimization service Cucumber Advertising Alliance The author of this article @粥粥compiled and published by (APP Top Promotion), please indicate the author information and source when reprinting! |
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