The product of a harmonious operation is not easy

Objective

The beginning of the autumn night, the breeze slowly, everyone is the product manager community everyone interviewed QQ group ushered in the second phase of the online guest interview, the interview guest is Sohu content of the new Media Center Deputy Director, a number of best-selling author, known as the sharp Knife Tsing Yi Professional Internet person.

This interview focuses on the things that are running in the product. A product from the project to the determination of product requirements, from prototyping to development, from testing to online operations, on the surface, the operation seems to be only a product life cycle of a certain stage, but in the result-oriented, market-oriented competitive environment, the impact of operations has been far beyond this.

The following is the main content of the interview after the small compilation.

The intersection and difference between doing the product and doing the operation

Do the product and do the operation of the person is the same as the same gate, the product should be good at operation, the Operation manager should also be the product, the two ends, the table of a branch, with the Sword Royal qi or Qi Yun Jian, simply lies in the position and timing. Sharp knife Tsing Yi said that the image: "Operations and products are in harmony, why like men and women toilets as distinct?" What really matters is that the product and operation of the two shoulders parallel, double swords, to ensure that the team in all aspects of the kneading of a fist.

"The product is easy to dig into the details, and forget the direction you should stand." ”

Product managers, because of their location, are more likely to fall into the perfectionism trap of product features or representations, immersing themselves in interactions and product details. In particular, some of the less powerful product managers, they prefer to say "I used the Facebook timeline" "I This function is TW" and so on, but, which user will care about this?

Therefore, in the market results-oriented today, the best operation is from the beginning to join the product development work, and product managers do a good job of division and research. The beginning of a project, the operation must be from the project to join. Responsible for market research, user research, contact with the partners, operational content preparation. and products mainly to do project planning, product sequence, product planning and direction. Only in this way, in the process of doing constantly to amend the product error. Otherwise, the final product is finished, it is done, operations to run and maintain a do not like things, products found that you operate his things, you are not happy. Everyone is in negative energy.

"Operations need to tell PM the users of this product, where the market and the way out." ”

Operations can be divided into user operations, content operations, business operations and so on. A product facing the crowd who is the north of the canton, or the official use of the town KTV? Product market demand is different, then their product shape and structure must be different. For example, if you want to do the application of a stranger, the operation should say to the product: "Now there is a mo, you fucking don't work on the other!" We don't need to reinvent the wheel!! Operations also need to dig more accurate vertical requirements to give the product more accurate positioning. For example, Baidu's PK Big coffee, in fact, their face recognition technology has been. And the scientists who dug it up from America. But there were no previous operations that could suggest a good break and exploit point. You can also find things and trends that others cannot see from the data and provide proof of the iteration of the product.

Product online operations

New product on the line, the Operation Manager faced with a variety of tasks and conditions, such as raising children like to do all kinds of hardships, must be conscientious, dedicated. Everyone interviewed deliberately selected some of the products on the line after the typical problems and conditions, to take a quick knife Tsing Yi wonderful sharing.

"The first batch of seed users must have the ability to sprout to grow into towering trees." ”

They are the first batch of seed users that affect the product's target users. So this user, not the quantity, but the quality! You're not going to wait for them, you need to run to dig. It is not advisable to wait for a while. For example, the application of the Stranger friends, then its seed users must be some single beauty, such as amateur car models/showgirl and so on, and then rely on them to attract the first batch of men to come in. To give these seed users some dreams, some room for growth. Let them become so-and-so some county town, such as the district flowers. Then they will spontaneously let the side of the cock silk come up to see their own brilliance. Sina Weibo, for example, has just come out with celebrity and opinion leaders to attract the participation of fans and users.

Evernote when he first came out, the sharp knife in Tsing Yi because he saw a Canadian friend's blog to share to use, after using, he gave the department's people to recommend. So the first batch of seed users is very important, which leads to a problem, why do these seed users choose your product? This is the means of operation. For example, yy,9158, six rooms, the host can have income, so they are happy. Sina, for example, is signing a contract to send money to a big shot. To the grassroots is to give you the opportunity to become a big shot. Depends on the product and the resources to be controlled to determine how it operates. Attracting users to keep users is a goal, and everything else is a means. Means are diverse and fickle.

"Operations need to educate the boss, and many times it pays to be rewarded." ”

Many bosses do not understand the business, do not feed chicken, but let the chicken lay eggs, such a boss, really a lot. This is Mas.

Focus on the boss of which products in the industry are more like and respected, and then to analyze the resources of others. Look at their input-output ratios. Is oneself really did not do well, or the boss mentioned an impossible task. Then decide what to do next. If it is a brand new business, then the first thing to do is to do the business market and the status quo analysis, good think tank, and first to the boss to a preventive needle "you have to do this new business, you have to be willing to take money." There are risk estimates, and many operations overlook this. It's easy to draw a pie in everyone's report.

Where there is a product there is a risk. Risks include a variety of aspects, such as the risk of not being able to launch a product when resources are not in place; Depends on whether the boss can afford it.

"Analysis of operational data, the most important is willing to learn to throw away some data noise." ”

Want to know what the product is, the core of the data field is what is clear, the most important thing is to think about what the original purpose of this product? What is the result of wanting a goat? Is it money? Or do you want to install the quantity? Or do you want to solve someone's problem? Follow the results to reverse the desired operating data metrics. If it's money, so maybe it has something to do with it. The average fee per user, fee frequency, profit margin, etc., if the installation volume, that concern is active, retention rate, loss rate, etc. if it is the other, then you should focus on what your boss wants? fields are tightly connected relationships, But not every one needs to be analyzed. The human body, for example, is sacred and indivisible, but a cold does not have to be an MRI. In particular, many times, some data can not be explained, it is easy to fall into the NIU.

Conclusion

In a short two-hour online interview, Sharp knife Tsing Yi to the group members of the problem of in-depth and unique sharing and exchange, the entire interview such as Mountain and mountain, the operation of those things flow among them, is cheers, is laughter, but also sad, is frustrated. In fact, operation is the means, the hope is that the goal is more advanced, do not engage in the base, is the method, advocating that the product better, not good. Thanks to the fast knife Tsing Yi sharing, let us know more about operation.