GE share: Basic logic of Internet product user operation

GE share: Basic logic of Internet product user operation

In the early days of entrepreneurial projects, no money and no famous products, can not be compared with the rich and wayward large enterprises, the money hit the cash, domineering exposed, even so, the product early also need to carry out user operations, step by step solid foundation, which is the basic logic? The user operation of an Internet product will show different characteristics because of the different development stage of its products, and also need to have corresponding and different user operation strategy.

1, early project operations in the early stage of product operation, is generally open beta version of the product, its user operation is the core goal of the discovery of seed users, as well as the operation of seed users to maintain, and in the case of minimum user size, to maximize the detection and correction of user requirements of the change factors, and quickly iterative products. At this time the entrepreneurial team facing the situation is often no more marketing costs, that is, the poor white stage, at this time the user operation, in the strategy and skills to highlight the concept of operation, so-called operation more is the minimum cost to achieve maximum efficiency, directly into the creative planning resources effective integration of factors, Around the core seed users close to point to point, a one-on development, or a strong relationship between the transformation of friends, in the cost of investment in the use of lean methods, rolling development users, with the user word-of-mouth to absorb users, and truly achieve product user experience under the premise of user natural absorption. 650) this.width=650; "src="/e/u261/themes/default/images/spacer.gif "style=" Background:url ("/e/u261/lang/zh-cn/ Images/localimage.png ") no-repeat center;border:1px solid #ddd;" alt= "Spacer.gif"/>

2, medium-term project operations in the middle of the product operation, that is, the product growth period, with a certain number of seed users and early users, the core goal of user operation is weak relationship between the user's excavation and absorption, and at this time the core competitiveness lies in the product brand, so the first priority of user operation at this stage is to achieve product brand communication , in order to achieve a weak "relationship + brand" Trust above the natural absorption. At this time the entrepreneurial team often has a certain amount of wind investment, compared to the early project poor white at least can move a wealth of wayward ideas, promote their own force lattice, but still need to clear this phase of the core goal is the product brand building. 650) this.width=650; "src="/e/u261/themes/default/images/spacer.gif "style=" Background:url ("/e/u261/lang/zh-cn/ Images/localimage.png ") no-repeat center;border:1px solid #ddd;" alt= "Spacer.gif"/>

3, mid-late project operation in the late period of user operations, that is, the outbreak of product users, such as the operation of the current tenderness, must be in the early and medium-term good accumulation on the basis of user operations, the number of seed users and loyalty, as well as the establishment of product brands have achieved certain results, At this point, the core goal is to achieve the fastest reach of the target user group full coverage spread, as well as large-scale conversion, the requirements of the user operation strategy is to hold high hit, money exchange, and full coverage and full arrival, as well as short time efficient completion is its basic characteristics. 650) this.width=650; "src="/e/u261/themes/default/images/spacer.gif "style=" Background:url ("/e/u261/lang/zh-cn/ Images/localimage.png ") no-repeat center;border:1px solid #ddd;" alt= "Spacer.gif"/>

4, product user operation of the 0 and the effect of entrepreneurial project early user operation, the choice of strategy and the difference between operating methods will often determine the final success or failure of a product, and different operational strategies and operating methods in different stages of the selection and utilization of the difference is the core essence. 650) this.width=650; "src="/e/u261/themes/default/images/spacer.gif "style=" Background:url ("/e/u261/lang/zh-cn/ Images/localimage.png ") no-repeat center;border:1px solid #ddd;" alt= "Spacer.gif"/>

To summarize the uncertainty of the project direction and development prospect, and the lack of related resources in the early project, the core strategy choice of its operation should be the strategy and practice of the rolling development and minimization of the Lean method to realize the operation cycle and the goal, the small step quickly iterate the user operation. At this time, the wrong choice of large-scale capital investment, often due to the lack of product user experience, as well as product instability factors in the concentration of the risk of increased, will also lead to product feedback load increase and make the operation of the product can not be supplied, but also easy to cause early user's choice after the loss, It is not possible to achieve high product activity and user retention. In the middle and late projects, the project development direction and prospects have been basically determined, at least by the investor's pro-gaze, it means that it needs to pursue resources (money for users) operating logic, at this time the operation of resources to run, it must be from the early stage of the project rolling into the Lean method of the set, need to hold high, In the shortest time possible to achieve the target users of the full range of three-dimensional depth coverage of the spread of a one-time fission effect, only such resources may not be delayed by the delay, and multi-platform load of the impact of decentralized forces and greatly reduced. Product operation at different time stages of the strategy and method selection is a zero-sum game, at the right time to choose the right method may be the result of maximum efficiency, if not it means all the consequences of naught, choose the time need to clear their core objectives and suitable means, success or failure may only be in a moment. Product operational risks vary, and you need to be cautious before choosing.

Zhuge

http://zhugeio.com/news/?p=185

GE share: Basic logic of Internet product user operation