Analysis product to find prospective users to do an entrepreneurial "old cannon son"--Sima Liang Business Memoirs (ii)

users can not leave the product, that is, the "commodity" in economics. The essence of a commodity is value. In layman's terms, it is how to let users like your products, and even willing to pay to buy your goods.

This plan to rush out of this article before New Year's Day, but 2015 past too fast, in the blink of an action, Sima Liang already can't say "Ben three" as before, but has moved to "stand" threshold. As the saying goes, men 41 flower, then 30-year-old man, should be able to be a bud (shy). This age of men, less than more than 20-year-old reckless, a little more calm, but also without losing his spirit, the man, in this time should choose to start a business, this time the venture to enjoy the days of the people and.

Well, there's not much to gossip about. Today chat to "user", the user this word in the Internet industry is a very sensitive and escape the word, to its views, benevolent see. Whenever there is a certain amount of user-based applications, it is necessary to experience this user-volume growth process. Naturally, many people are willing to share their "users", such as how to get the first number of users at a minimum cost? How to increase user stickiness and so on.

these "user by" whether or not use, certainly useful. But to see people, for entrepreneurs with a certain operating experience, these "users" are extremely easy, natural use up handy, and for some novice entrepreneurs, Sima Liang advise you, or cautious line, otherwise the foundation is unstable, counterproductive. Today's article is written to start-up people like the start-up of the tiger. The full text does not talk about methodology, but from the phenomenon to the essence of the analysis, if you are a methodological take doctrine, then you can leave, because this article you do not see any of the "user through".

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First, the ability to think determines the competitiveness of entrepreneurs to learn to understand the nature of things

The so-called insight into the essence of things is through the phenomenon of things to see the real cause of the problem, thereby exporting a truly effective solution. We often put "through the phenomenon to see the essence" this philosophical proposition hanging on the mouth, but really encountered the phenomenon, many people confused, confused to the wrong phenomenon as the essence, then the solution will not naturally solve the essence of the problem.

For example, we talk about the user this topic, we want to solve is how to improve the user volume, increase user stickiness and other issues. So is that the nature of the problem?

Users can not leave the product, that is, the "commodity" in economics. The essence of a commodity is value. In layman's terms, it is how to let users like your products, and even willing to pay to buy your goods.

Many people on the internet industry and the traditional industry has drawn a clear dividing line, that the Internet industry will have to use the Internet industry way to do things, do not use the traditional industry thinking to open up the market. Sima Liang believes that the Internet industry is based on the traditional industry, the birth of the product, like the first with electricity, and then a computer. The Internet industry must not only have the traditional industry thinking, but also in the traditional industry based on innovation, into the internet gene, this is the new era of Internet entrepreneurship.

When we make an Internet product, we first need to understand the "market value" of this product, that is, what problem he can solve. U-ber brought a taxi industry reform, "hungry" brought the reform of the takeaway industry, "rain Doctor" brought the innovation of mobile medicine ... The essence of products is to meet the needs of users, to solve the problem that society needs to solve in the process of development. That's what every entrepreneur needs to think about.

Ii. the process of user psychology which stage are you in?

Here we have analyzed the user is because of the existence of goods, then is not to say that the product is to solve the user This problem is the essence of it? Read my previous article, "to avoid its edge, flank attack." --The readers of Sima Liang's memoirs should remember the "unspoken rules" of product iterations mentioned in the article, which is what many entrepreneurs call a big move to turn over a number of competitors. For the moment, no matter how good or bad the method is, but at least that entrepreneur has analyzed this: the essence of a commodity is value. Consumers like the natural is inexpensive products, according to this logic, then we only need to make the product should be able to win the user likes, the user's natural increase, user stickiness also naturally increased.

is that true? Next Sima Liang will continue to analyze with you, to find out what is the essence of solving user problems. We want to let users like my door products, then we need to know what users like my door products, in other words, we need to analyze the user's psychology.

users in the download your application (in fact, can also say that the purchase of your product), the psychological process is more complex, in accordance with the user's decision-making level, I will user purchase psychology into the following three kinds of realm. In accordance with the user's three decision-making realm, I also analyzed our three kinds of common market strategy. Everyone can be in accordance with their current situation.

(1) Product stage

users buy goods at this stage without having to think too much and make less decision. Like the young couple live, wood rice YOUYANJIANGCU tea These basic materials procurement, relatively fixed and will not be more to compare. This stage is the product stage for the user, that is, the goods purchased only to meet the basic needs of life, or a product of light decision-making.

Speaking of which, some readers may disagree, which is irrelevant to the Internet business, Sima Liang This is not a mouthful of running a train? If you think so, it means you really need to read what I'm going to tell you next. < smile >

believe that the people who have done sales know the word "sweep Lou", "Sweep Lou" as the name implies is to take products and product information in the customer floor carpet-style visit and promotion, it is the traditional industry inside the salesman growth must walk. Here needs the salesman to own the product quite to understand, in the contact user's time, can methodically the product function narration clear.

the same is true in the Internet industry, whether it is e-commerce products or financial products, are inseparable from the recognition of products. I have been in contact with an entrepreneur, about 40 years old, he told me this is his first business, to tell the truth I admire him, because this has a small middle there is a car loan environment, he has the courage to come out for the first time, this is absolutely rare. But when he said he was looking for a "product manager" to help him make a product, and the demand for the product was not very clear, I felt he might not be a good start. Imagine that a boss is not clear about his product needs, just expect himself to seize the internet this wind to get a certain reward, then his probability of success is very low. Because he does not understand the real features of his products, it is certainly not able to accurately locate the users of their products. It's better to be an investor than that.

(2) Demand phase

A lot of people say that salespeople are especially able to trick you into buying his products and services without realizing it. I think if and you need this product, and others to introduce you to this product, you buy, that is called sales. If you do not need this product, and he introduced you to this product, you also buy, then he is a fool (of course, except for your own brain short circuit).

Here we are involved in the 2nd user psychology, that is the user demand point. Aside from the "flicker" salesman just mentioned, users really want to get the products they need, which is in line with the principle of supply and demand in economics. In other words, for our entrepreneurs, we need to create a product feature that is the function of your users ' needs in order to form the market.

A, a need must be useful

This view is largely known because we are out of the pure product phase, which means that we are starting to develop our products in a user-centric approach. Many theories say that finding the pain points to demand is based on this.

b, the usefulness does not necessarily have the demand

I think that although a lot of entrepreneurs know, but also to make such a mistake. What is useful does not necessarily have a need?

As An example of exaggeration, the quality demand control of A4 paper is put on the production of toilet paper products, and the results are conceivable. Many entrepreneurs in the process of entrepreneurship is prone to the problem of closed doors, this with me in the previous article "to avoid its edge, flank attack." --The iterative unspoken rules described in Sima Liang's memoirs of entrepreneurship are similar. Once the user is behind closed doors or deceiving, then the entrepreneur will go alone to try to figure out the needs of users or simply create user needs, pseudo-demand was born. Next you and your team will be going through a period of unproductive struggle.

For example, in today's society, although many people need a car to travel, but considering a lot of factors, perhaps at the moment for him the car is not really demand.

At this point, I would like to say:
Powerful not equal to the user needs ...
Good quality is not equal to user demand ...
Useful to customers is not equal to customer demand ...
To develop products that have a real need for customers, rather than useful products. There is a need to be useful, but not necessarily useful.

(3) Perceptual phase
Before the start-up company, I have a habit, is like to pay attention to some big brands of advertising language. So far, I remember the slogan "All the Silk", and always let me have a sweet and warm scene in my head. There is also a possibility that many men are familiar with the slogan "The greatest feeling is no feeling", the phrase "Okamoto 003" to the market set a brilliant record.

Needless to say, we can also understand the above two advertising words unique. That is to allow users to visualize the sense of convergence. It's not necessarily about the taste of Lourdes, but for the sense of "all the silk". Buy "Okamoto 003" I think it is not necessarily directed at the thickness of the 0.03mm to go, but for the "no feeling" feeling and go.

So how do we make users feel a sense of convergence for Internet products? This involves a psychological stage, that is-the perceptual phase. The perceptual stage is a user's deep-seated demand embodiment, and what we want to think about is how to grasp the user's perception to build your product. We can use more sensory words when describing products. Like the one mentioned above, the chocolate and Okamoto advertising language, so that users have a desire to be tempted.

The nature of the goods in the market is not the same as the "product stage" described by the flicker, also not only stay in the "demand phase" on-demand customization, the market is to let customers have a good feeling, so that customers feel the value of goods. You know, what consumers really need is a sense of satisfaction, a feeling of superiority.

The psychological state of people buying luxuries is not just the basic function of the product. Many are for the sake of face. Then if the sale of luxury goods (in fact, Internet products is a pan-luxury), you need to let users feel the grade, status, identity and so on. Satisfying a person's psychological needs is often more likely to produce results than rigid requirements.

Below we can reverse thinking, analysis of the user to choose the psychological needs of product selection trajectory:

(1) The user chooses our product the premise is likes. Once the user likes our products, we can only talk about user stickiness and daily activity and other data.

(2) And like the premise is to understand, that is, only to understand to talk about the likes.

(3) Understand the premise is to hear or know this product. This is going to involve the chocolate-style marketing that we said earlier.

In general, the user first through a certain channel to know our products, and then may be able to understand, and then there will be like or not (of course, there are two cases, one is affordable, one is not afford, can not afford the time, a lot of users will choose to remember it), this process is finished, the final purchase decision. and what we have to do is let the user in each process has a sense of convergence, so that the training of users will be our loyal users.

Write at the end:

If you are a start-up entrepreneur, or are planning to look forward to the attack of the loser, and you insist on reading my article, I think you must be in the bottom of my heart for the user has a whole grasp. Learn to analyze your users, understand their psychology, to be able to play, do not fool the "toilet paper" made of "print" quality, but also filled with expectations of users.

Analysis product to find prospective users to do an entrepreneurial "old cannon son"--Sima Liang Business Memoirs (ii)