Analysis method of 5 kinds of scene competitive products

Competitor analysis in the product manager's work to occupy a very magical position, some people may work for several years did not write a copy, some companies interview homework to provide the corresponding standards of competitive analysis, may be felt this is the intern or junior product manager's work, But the real business model and market situation is not the old driver simply can't write. Therefore, the competition product analysis This small matter seems to be able to say a few words, but is an expert to see the doorway, the layman to see the busy work.

There are many scenarios for the analysis of competitive goods, and there are many forms of competitive product analysis. The following is from a few need to use to the competitive analysis of the scenario to say, how to analyze.

Analysis of competitive products for interview

Scenario Analysis:

In the interview, sometimes to the shallow product manager to ask for a competitive analysis, may be a verbal inquiry, it should be prepared in advance of the interview, perhaps after the interview, for the interviewer's ability or qualifications have some doubts, this is likely to ask for the next interview with a competitor analysis or other "homework."

Pointcut:

Ah, as an interview, that is the first affirmation is the attitude ... At least show that the submission of this thing is spent time, serious to complete (if you do not want to seriously complete, you can reject the interview, go directly to prepare the next, if you are prepared to really waste time).

Secondly, is the logic of the work, for a work, is a certain logic to deal with the completion, or to think where to write where, of course, there are many models on the Internet to learn from.

Finally, is the ability to identify problems and solve problems, after a lot of review and analysis, you find out what problems, draw conclusions.

Output:

Maybe you do it very seriously, but what I want to tell you is that no one will look closely, so the focus is on the map! Figure! Figure! The requirements of the page clean, uniform tone, clear structure, the conclusion is clear. Atmospheric calm, noble and elegant, eight-star eight-diamond.

Can be exported to PDF according to the situation, attention to detail, file names do not mess up.

If is asked to analyze the product of the interview company, carefully say the pros and cons, try to keep objective and strive to decently.

individual competitor Depth Analysis Scenario Analysis:

When the product ran for some time, suddenly one night, the leader turned a new competitor product marketing article into the group, said, this you look at ...

Then, you probably looked at the discovery that the goods are likely to become your main competitor, so decided to make a more comprehensive experience for the sake of the enemy, but also for the leadership to ask the words.

entry point:

First of all, from the beginning, first browse the site, if there is customer service can also try to ask, see the speed of response and training efforts. Feel the entire registration process is smooth, have a comprehensive novice guide, or have done simple enough, low learning costs.

Secondly, experience the competitiveness of product key functions, and their product differences, whether there are more prominent advantages and disadvantages, and even can continue to pay attention to the product update iteration of the speed and functional optimization of the focus.

Finally, a summary of business models, operational discussions, if there are relevant investor news or research site data can also be used for reference.

Output:

It is best to make the document combined with documents, convenient to store, if there are new employees can also be used as training reference. It is better to have a catalog summary or even a log to facilitate quick access by interested people.

"The following directories are available for reference"

New Product Project Research Scenario Analysis:

Three days in a row, you see several high school students in the bus, you do not understand the app, so you secretly write down the name, came to the office search, I went, originally so interesting, and our company has experience and resources can do ah, now similar applications only two or three, and the function is not very perfect. If we push ourselves to other markets, that's not a profit. So you decided to do a competitive analysis, to the company to apply for the project.

entry point:

First of all, to the company's leadership to raise the project, do not open the big recruit how? There must be dry goods, there are loaded force, there is a classic analysis framework, there are foreign research reports, visual data, or accumulate thin hair, ease ...

Second, the data for the king, it is best to see all types of competition, but only focus, there is data support, there are relevant conclusions.

Finally, be sure to say things from the strategic level, let the leaders see your unique vision, let you go to do.

Output:

The demonstration must have the data chart, the conclusion is concise and powerful. You can also have a more detailed comparison table for participants to see after the meeting. You can choose the framework you like for analysis, such as strategy, scope, structure, framework, performance. Statistical data can be used more graphically. Conclusion remember to highlight the achievable and differentiated, PPT and keynote are good choices.

"But I like to use axure how to break."

key functions for reference Scenario Analysis:

To do a certain link, suddenly do not go down, feel the body is hollowed out, and so sober, has opened the platform of competitors ... After seeing a few more, sure enough, I found the inspiration of Chao (xi) ...

entry point:

First of all, pay attention to the differences, even the same competitors, may be due to customer groups or operating style different experience and effect of the difference.

Second, you can perform multi-state testing, even extreme state experiences, intentionally entering error messages or trying to jump out of the middle.

Finally, you can also try to find the evaluation of the competition, look at the user's experience of these features is how to see, sometimes interactive experience good but easy server error, users may also give two words, spicy chicken ...

Output:

Because only in the work need to draw on, use your favorite way to record clearly, your own use of the mind map can be completely, if the requirements are more complex, need to persuade research and development colleagues, must be sure to use the flow chart, focus on logic.

"Tear Force Necessary flowchart"

Take a look . Scenario Analysis:

As a mobile phone only 16g users, usually a feature I only keep one app, so when I have this kind of demand, I will download this kind of app, each try and then delete, leaving only "glorious and unique" last.

entry point:

First of all, as a grumpy user, registration is the first mark. I always want to have a quick experience, it is best not to register, if you have to register the best can be other account authorization, if this is not possible, the entire process of registration should not exceed 5 seconds.

Secondly, as a picky person, the main function of the implementation is not smooth I will immediately uninstall, and design style can not be too ugly, the interaction experience is too old I will be very disappointed, completely impatient and so on you slowly update the optimization.

Finally, as a pessimistic dog son, completely do not expect surprises, please plain and simple to keep good, do not zooey update some things I do not feel completely.

Output:

The final output, is the rest of the app, the left is king.

Analysis method of 5 kinds of scene competitive products