Union operation: Capture enterprise users need to use external force

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The domestic mobile Internet development momentum is strong, the study of enterprises specific combat cases, will be able to give practitioners and want to dabble in this field of reference to some people. Tencent technology to visit many of the pioneers in the forefront of the pioneering, launched the "Mobile Internet Business Practice Guide" series of articles, as far as possible to talk about theory, more talk about practice. This article is the 6th article: Pay attention to mobile Internet service products combat.

Photo of the founder of Lanci (Tencent Science and technology with map)

Digging gold may not necessarily make money, but selling water to a gold digger will make money. Providing services to people who are likely to make money is a business that is not going to be a loss. This law is widely established in many industries. In the traditional Internet industry, for example, the popular video site is still in the red, but for video sites to provide bandwidth acceleration and other services manufacturers have profited, the popular electric business site is still burning money, but the corresponding electric business outsourcing company's days are very good.

Similarly, there are similar services opportunities in the mobile Internet arena, where everyone is bullish and determined to make money. August 2010 on the line of the alliance, is the mobile Internet services in the demand, positioning themselves for a large number of mobile internet developers "water man" role to cut, carry out to B services.

Focus on the Friendship Union product positioning thinking, pay attention to this service platform decision after the details, we can harvest a lot.

Product Positioning: The first consideration of users and opponents

In the first half of 2010, Lanci has had two years of experience in mobile technology development, because he has been involved in time and space data mining at Google, and he has had contacts with the Innovation Factory, Kai-Fu Lee (Weibo).

At this time, the mobile Internet industry in the forefront of the lanci to see the booming domestic smartphones. "The Daily News about smart-computer-related mobile internet positives is on the rise. Lanci realizes, the time does not cut, the opportunity will pass by. "You can't wait any longer, you have to take the first step for your dreams." ”

Judged the overall mobile internet trend, but specifically from which direction to cut?

"At the time, I decided that the domestic mobile internet had a bright prospect and was going to be a mobile internet app, but apps for free end consumers were springing up." The phenomenon of homogeneity has been highlighted and the competition is too fierce. "I went in, and like everyone else, it was hard to compete for users," Lanci said. This is like digging gold, people enter the mining area first, you and others to dig in the same way, it is difficult to ensure that you can dig more chances than others. ”

At the same time as the free end consumer app research, Lanci, in exchange with many mobile internet entrepreneurs, found that almost all mobile internet entrepreneurs are concerned about the flow of their apps, the length of their users.

"Data is the core of operations. For the mobile game, the electric business, is to see how to obtain users, how to achieve the lowest flow cost, how to become present. These are all ultimately data. ”

To do a job to meet the needs of the developer data rigid requirements, there must be users, and the industry has not been involved, no opponents to seize the food.

Therefore, May 9, 2010, Lanci launched a special for domestic mobile internet developers to customize the free, Cross-platform mobile application statistical analysis tools-Alliance statistics. January 2011, the product officially launched, Lanci into mobile Internet service Platform field.

Photo of the alliance's Entrepreneurial team (Tencent Science and technology with map)

In fact, any entrepreneur must consider the product positioning and market positioning of its own enterprise. The so-called market positioning, refers to the enterprise to target consumer market choice, and product positioning, refers to what kind of products to meet the needs of the target consumer market.

In general, market positioning, before the product positioning. For example, Lanci in the venture, the market positioning is a service demand for many mobile developers, product positioning, is the Ufida statistics this tool to meet users at this stage of the core needs.

"You have a thing that users like, products to survive." Lanci said, must obtain the good user reputation, is the real localization.

In addition, the domestic use of this specialized service mobile Developer Tool class application is still a blank, and potential mobile developers are more and more. The alliance can also smoothly become the mobile developer Service platform pronoun, this is advantageous to the brand accumulation.

Market positioning, only the 1th and second place, is most often mentioned. If two years time, cannot crowded to the first two, is forgotten by the user, the business basic failure.

"For people who do mobile internet products, you have to consider who your users are and who your opponents are." And it's the first thing to consider. After that, we need to make macroscopic consideration to the user's usage rule, user's habit, customer's appeal and so on. Lanci so stressed.

Capture users: To do a good job of cultivating work by external force

With accurate product and market positioning, how to quickly get users? After a product is launched, you must grasp the time point.

In Lanci's view, users will not wait for you, must be in limited time, first let the core user satisfaction, spend 80% of energy, at a point to dig water, and then gradually adjust.

But how do you get the first batch of valid users?

"At the beginning, the league is not famous, well-meaning and developers say ' you free with my things ', but more difficult to push." Lanci said, later, in the brand promotion, we rely on "innovation factory incubation" this name, many developers will be in the heart to accept. ”

When the first group of users tentatively adopted, because the product's practicality, word-of-mouth dissemination, users will be more and more. But the first step to promote more difficult, entrepreneurs need to rely on external forces, and the early market education is essential.

It is understood that the Innovation factory in addition to the initial expansion of the League of friends to increase the score, but also to the early league team to stimulate the positive.

"Because at the time of innovation workshop, people will feel that the corporate brand is not too bad, in specific business cooperation also to enhance the credibility of partners." "Lanci said, including follow-up finance, law, financing and so on by the innovation workshop to help, so that my friends in the early can gather products, so as to better win the user's approval."

From the propaganda strategy, the consumer's cognition is not necessarily the whole objective fact, but has the original brand the backing, but will have the imperceptible even decisive influence to it.

In order to accurately grasp the needs of users. The alliance is dedicated to communicating with developers through online microblogging and offline activities. "We organize nearly 20 events each year and set up a dedicated service team to butt in with developers." ”

After the introduction of the simple traffic mobile Developer's statistical tool into the mobile Internet field, the alliance launched the trend analysis, user analysis, channel effect, and released the mobile Internet Industry Report, test water mobile advertising related products.

Among them, the trend analysis includes the mobile product real-time start times, the number of users, the number of new users, the cumulative growth trend of users, the active degree of different versions of users, etc. the user analysis includes the user's geographical distribution, user device distribution, user's use time, page jump tracking, etc. And the channel effect includes each channel new user, accumulates the user, measures each channel value.

As of February 2012, more than 20,000 mobile applications were using the alliance's statistical analysis platform, with a daily request of 200 million times.

In Lanci's long-term planning, the Alliance's Data tool is only the first step in its strategy. The data is the operation component, mainly transforms to the function, based on the mobile developer's comprehensive service platform.

"To be a 2B (to business) company in China, it's hard to get money directly from the user-developers on this service platform. Can only be open win-win, to help developers start, make money, and then into. This business model is similar to the advertising revenue model. "Lanci said," Whether it is advertising, or application-side services, now a lot of people to advertise the alliance, but the data this piece no one attaches importance to the AU is an opportunity. ”

Capital choice: The market is good enough to need quick financing

For entrepreneurs, the reserve of funds is a vital step. Financing is too slow, facing the risk of capital chain breakage, financing too fast, inevitable equity is diluted. In this respect, Lanci has his own opinion.

November 2010, the Alliance won the Innovation Workshop Angel Investment, half a year later, the union won the latitude and longitude to receive the 10 million dollar a round of financing.

When the capital market is bad, do their own products, the capital market is good enough to consider rapid financing. "Last year was the best time for capital markets after the 2008 financial crisis," Lanci said. A lot of VC looking for us, give us an offer, financing no need to wait, from the market best forward or later, are not very good. ”

There are entrepreneurs who are more worried about cash flow problems. If pay attention to cash flow will inevitably affect the expansion of market share, but if not pay attention to cash flow, there is a risk of ischemic shock, how to grasp the cash flow and market share of the balance between the relationship? Should we be steady or fast?

Lanci think, if you are very early into an industry, has been lurking, the future of the development of your probably grasp, then it must be stable! If you enter the time is not the first, there are many enterprises are doing the same thing, then need to quickly financing, fast investment. And the alliance is going the first way.

It is worth mentioning that in the 2012, the mobile internet sector is still subject to a lot of wind, and its concern over the field of electrical business.

Jingwei Venture partner Zhang Ying (Weibo) has said that the reason for investing in the league has three reasons: one is to value the entrepreneurial team, the second is the Friends of the league has achieved the user performance, the third is the League of Friends will become the future of mobile Internet infrastructure platform.

2011, the domestic mobile internet start-up companies, the need for funds not like the electric dealer or video site as a large-scale burning of money, in general, a round of financing 3.005 billion U.S. dollars, B, 10 million-dollar level.

Lanci to Tencent Technology, the domestic mobile internet field is now mainly small team operation, the cost is mainly concentrated in research and development and servers, services mainly through a third party, burning money slower.

Many entrepreneurs are anxious to spend money to promote, to choose which channel to worry about. In this respect, Lanci suggested that early product promotion do not spend money, but through word-of-mouth retention, until if the product is good enough to do, and then spend money.

However, the alliance's profit model is still relatively vague, and Lanci preliminary idea is: first, the provision of customized fee services, the second is to carry out mobile advertising, through the "free Service + mobile advertising" profit.

Excerpts from a wonderful dialogue

1, Tencent Technology: Why choose Mobile Service platform in this field?

Lanci: I believe that the domestic mobile internet is promising, I go in, and everyone else, it is difficult to compete with others for users. This is like digging gold, people enter the mining area first, you and others to dig in the same way, it is difficult to ensure that you can dig more chances than others. And to do a developer to meet the needs of data demand matching things, there must be users, and the industry has not been involved, no opponents to seize the food.

2, Tencent Technology: How to choose the pace of financing?

Lanci: When the capital market is bad, do their own products, the capital market is good enough to consider rapid financing.

3, Tencent Technology: How to obtain the first batch of effective users?

Lanci: When the first batch of users tentatively adopted, because the product's practicality, word-of-mouth dissemination, users will be more and more. But the first step to promote more difficult, entrepreneurs need to rely on external forces, and the early market education is essential. From the propaganda strategy, the consumer's cognition is not necessarily the whole objective fact, but has the original brand the backing, but will have the imperceptible even decisive influence to it.