Thinking about the start-up of mobile internet

Product managers should never expect a product that has no marketing genes or social attributes to make a night of the market. If the product has no marketing genes, it is difficult to reverse the situation after the on-line.

As a mobile internet entrepreneur, I have personally participated in the mobile internet business, and also contacted many mobile internet friends, and they discussed many mobile internet entrepreneurship topics.

This is the "mobile internet Entrepreneurship Cold Thinking" series of the second article (the first see "Entrepreneurship different, death is the same as the same" link: http://www.tmtpost.com/71302.html), hoping to be inspired by entrepreneurs, but also welcome to pat Bricks.

Before starting a business, entrepreneurs do not want to dream products can be a night of red, after all, all the fruit is due. The success of the product even if there are occasional opportunities, but most of the inevitable reasons. When you build your product, you have to ask yourself, do you have an "exploding" gene in your product?

In my opinion, there are at least two factors in these genes that are critical, first, to meet the real needs of people, and secondly, whether they have the marketing characteristics or the potential to develop viral marketing.

First of all, why is it so important to really meet the needs of human beings? Maslow divides human needs into physiological needs, security needs, emotional and attribution needs, respect for demand and self-realization. This demand-level theory is still valid in the mobile Internet industry.

The satisfaction of physiological needs is sometimes related to morals and law, but products with this demand can often get a better load. such as the physiological needs of sex, is a complete just need. Under the conditions of legitimacy and moral restraint, a successful record of a product around sex will be great. Especially in China, sex is still a vague topic. And we can verify by looking at Google's market, where most of the popular apps, especially health apps, are related to this "physiological need."

Then we look at the security requirements, such as 360 security aides and Tencent mobile phone butler, and other security-like apps, most of them are installed in billions and highly active. and security class software Access is also very high, you need to be protected security will need to hand over the door key to "it." That is why the 360 of the security sector's hegemony has been so dreaded by other giants, and why Tencent was in the 2013 to move its security products to an important strategic position. There is also the need for emotional and attribution, respect for demand, self-realization, and so on, we have a little analysis of these needs can be found in the corresponding popular app.

Next, the second consideration is "viral marketing genes".

Product managers must not expect a product that has no marketing genes or social attributes to be a hit in the marketplace overnight. Product manager should know some marketing knowledge, at least should study the cause and mode of viral marketing. This is very beneficial to the product in the late marketing. If the product is online, then add some social elements and share the button, the effect will be greatly reduced.

Good products are seamless, excellent products from the very beginning with excellent genes. The core features of the product, basically from the 1.0 version should have, and then all the new features are optimized and beautified. If your product from the first line is bad, unless you change him into a completely different product, otherwise it will always be a defective.

So, how can a product have a marketing gene, hmm?

For example, you are a game, then you must simulate the player's psychology, for example, in what circumstances will the player be willing to share the game? Of course, when you can show off, when the player gets high score, wins the good equipment, obtains the honorary title and so on, this situation appropriately reminds the player to share to the micro Bo, the micro-letter, the friend Circle, And is a key to share success, rather than the blunt put this share of the button to let users to share the same micro-blog ads, nor what lottery activities to encourage users to brush the screen.

In general, is the marketing into the product design, so that users can have the initiative to disseminate products, this is the marketing of the gene.

If, you still think I do not explain white, then look at micro-letter, micro-Bo and other social networks, users of various Third-party products to share content, these cases are particularly valuable research.