Product operation experience Sharing: I do online education this three years

3years ago today,2013years7Month1Day,51CTOCollege on-line, after we and a few teachers after simple acceptance began to advertise in the community, the next day ushered in four paid course users, since then opened a pay-based model of online education platform journey. Until now,2016years7Month10Point, a full three years, has produced an originalITTechnical Courses4000doors, Video80000more, the total video length is more than40000hours, students over600million people, expert lecturer1000The number of courses, the number of users, the number of lecturers exceeded allITthe sum of online education peers. Yesterday's three anniversary of the launch of a large-scale activities of preferential courses, the daily consumption of lessons are nearly300million, this revenue figure is equivalent to someITOnline education platform for a few months income we've become verticalITthe largest online education platform in the world. It should be said that these three years is a ups and downs of three years, online education from obscurity to abnormal hot to the operation of winter, we also from0to the1to do the subdivision of the field boss, but also only to now have a little growth, after the proven product operation thought, dare to come out to share.

Mission and positioning of products

to tell the truth, before reading the article is very annoying to read this part, it seems dull, vague and correct, but it is the root, is this, is a big tree to survive, the reasons for the leafy, adhere to only the result, deviate from the problem, no also died. It's not sacred, but the hardest part is sticking to it.

to the2013years, I was51CTOThe technology community has done five years of operations and product work, which is aITtechnology practitioners to exchange and learn the place, I have run blogs, forums, downloads, homes and other interactive products. Why did you do it?51CTOCollege, at that time happened three things, is to do the college's important starting point: first, the end of a community expert exchange dinner, a veteran blogger with my clink, apologized to me, said: "A break, really sorry, six months did not update the blog, recently is too busy, but also children to school, but also to buy a house, This is not a job to go to the pre-sale. "Later I went to his blog a look, good guy, there is a year has not been updated, but in the blog prominent position on a bulletin board, wrote" recently updated article is not timely, but if users have Project outsourcing, internal training and other needs, you can contact me. " I see that it is busy with his family and career goals, and should, he should be fulfilling his family dream. Only, the user can no longer see his high-quality blog. The second thing is, at that time the forum monthly moderator assessment, answer fewer questions or not arrive in time to a certain value will be warned or even stop the moderator identity, but there is a point in the back of the moderator once told me, "This month busy projects, often travel abroad, too busy." There is my answer to the question every day is a lot of simple repetition of the problem, I do not have the technical progress ", said the more wronged. But I know, in fact, not a person repeatedly asked a lot of simple questions, but a number of learning users to mention similar problems, the face of the problem is often very urgent, and hope that more timely answering service. But the moderator is also very reasonable ah, because he has the right to pursue his professional dream. But, if our mechanism can not be very good to keep them to answer more primary small white question, why do you want to come to the forum? We can't solve user problems, the community is worthless. The third thing is, we have a Download Center channel, which has a lot of documents, source code, software, there is a kind of video tutorial classification, then the product owner showed me the data, video is the most downloaded, the largest number of people to download a class. But we created this channel, the main body is to define the technical documents to share the place, so upload attachments maximum50m, most downloaded4a link to the next Full video tutorial topic, you have hundreds, hundreds of download links, but also to merge, slow, error-prone, download is really laborious, but no matter how limited, also can not block the huge demand of users. I know that the video courses here are structured courses and are works by well-known universities or experts. We feel that the community users of online learning, there has been a new trend, that is, from acquiring knowledge to want to obtain authoritative, systematic knowledge content, users want to be outside the knowledge, to enjoy more timely answering service. Up to now, three years, we still in the content and service two aspects, continue to optimize the upgrade, in order to achieve better learning effect. It can be said that to provide students with quality content and services, to achieve better learning results, to help career growth is our mission and the starting point.

But how the contradiction between learner and professor is solved, we think of starting a new learning platform. But this time, the logic is not based on the community's past free, but rather paid. I only need a batch of high-quality content and services to pay for the users, while I want to find a batch of products can provide quality and trouble-free answers to the experts, the return is paid, preferably not less than do other projects. We also hope that experts will find a place where new technologies can become available, and knowledge services are valuable. When we say "sharing economy" without drip, we are "sharing economy". We require access to the actual field experts, in the enterprise has been a senior engineer, technical supervisor, technical director, to ensure that the quality of the content of dry goods, can be used in enterprises, to apply. Remember there was a time, many platforms hype "Internet education" concept, the development of a lot of free courses, inviting teachers to settle in, especially to BAT , I had a point of view: All can not let the instructor earn money online education platform, are bullying. We insist on making fees from the moment the college was born.

It must be said that at that time "online education" is not at all, when we started not to put a "Internet education" tag, in fact, we are to solve a netizen problem and exist, I think this is a vitality, this is to do the core point of the product, our core is to solve the actual problem , not to do it, to chase a concept.

How to deal with resource shortage problem?

resources are always inadequate, especially in the start-up phase, but the first problem in the face of resources is how you perceive your own resources and what resources are. You can see a few people, how much money is resources, or know how many users are resources, but it is likely to ignore the brand, network, team experience, the centripetal force of the partners and other virtual factors, but the invisible power can be transformed into the resources of the entity. For example, there are many kinds of online education models, especially people like the self-made mode or buy-out copyright, we adhere to the cooperative mode, in addition to the user needs a rich variety of content, there are "Dedaoduozhu". At that moment many people were financing, money to do the market, we have no money, no one, but I have a common future. I said, so to do a good success, and teachers do not have a half-dime relationship, the future is theirs; but we and teachers together big cake, share fruit, we have no money each, teachers will help us, support us, endure our shortcomings and rough, in fact, a lot of teachers help us out of product advice, educational advice, Even there are direct help documents,PPT template, unity of centripetal force, which is also a resource.

51CTO Web site in the IT technology crowd has nearly ten years of accumulation and influence, with nearly million precision IT users, at that time the surplus funds almost did not give, personnel also no new preparation, It looks like there's only a bit of traffic to calculate resources. So I was optimistic that: we do online education, rather than BAT, others good products, good technology, traffic, brand Strong, is Gaofu, but we are not in the flat field to pull out an online education brand dwarfish Poor, we are economically applicable male, we are small but accurate flow, We don't have the money, but the teachers are willing to work with us to pay for the split, we don't have a video production team but the teachers overcome their difficulties. Later, many of the newly created online education brands could not continue to operate very important factors, reflected in the brand. In particular, online education is a prepaid business, which is not yet subject to payment, but the course can not be placed on their own hard disk, if the site is closed to be unable to access the content, the service will not be able to continue (there are several such things), the brand to solve the trust problem of pre-payment, and our main site over the past decade IT Technology people, technology-oriented, so that everyone feel trust. There are also ready-made precision user traffic and instructor-related resources. From this point of view, the development of the college is largely related to these factors, and we cannot mistakenly attribute the platform's achievements to my personal and our team.

Secondly, it is how to use resources. All that can have a positive effect on this matter, visible, unseen, self-mastered, not mastered, are resources. Specifically, the first is to squeeze resources, such as I did not add to the establishment, that is to do, I was in control of the Community department and10individuals, divided into three groups, three people a group plus I, in the college business gradually have data, validated the pattern, continue to add strength to try, I put each group from3individual cut to1Personally, give this person a promotion, the rest of you come to the new business, the result is very good, to trust our teammates, they are very powerful,1the individual did the original3personal affairs, and the performance did not fall but rose. The second is to squeeze the time. The whole rhythm of the past two years is very fast, but there are times when we meet snag. In the first year, we pulled the product and technology to the farm house in Beijing and Hebei to do closed development, a development of one months. It was hard to say that I would never go again. The second year again encountered problems, said normal company work to dry how long, answer at least half a year, we an analysis, six months later come out, this matter we later also have no effort necessary. Go up the hill. 30personal products and technologies, closed for development for two months. Wearing this big underwear into the mountain, when the mountain has been wearing a down jacket. Closed development exercise Our team, many new colleagues quickly understand the business, mutual trust and appreciation of each other. The third is the effective configuration. For example, the platform mode, traffic is never enough, especially when the beginning, the approach is to focus, focus on strength, to build team confidence. On-line at the beginning, completely by virtue of the relationship, so that everyone has confidence, but still very disturbed. Then a few battles, the first battle is the Battle of faith. Audience1discount, all the income to the teacher. The ads are full and the community is draining. We found that the course has income, it is quite magical, have confidence. But we found that the share of each person did not divide hundreds of thousands of, this time we put forward an operation strategy called "Wanyuanhu", must build a million yuan income teacher, how to do it. Focus all resources push a teacher (Han Ligang teacher), the next day, advertising, I then described a sentence: "Suddenly as the night breeze come, everywhere are Han Li just." Han Ligang Teachers and wanyuanhu concept of the proposed, greatly excited the hearts of people, and once again measured the future of things. But then there are questions, said Han teacher is the network system class,51CTOThe Institute can also have "Wanyuanhu" in the development class, we are very skeptical, because3years ago the Development Class Foundation was still weak, not as good as another veteran technology website (now the academy has been outright). Then we do the same, and another teacher came a moment, smoothly million. In fact, to produce a continuous effect, the teacher in the second month did not come down, and then there is a voice, said a person can be million, two people can cross million? The answer is born. Of course, later we have10million yuan, annual income100million of teachers, the goal is higher. Finally, it was outsourced, and I distinctly remember when resources were tight and people talked about mobile. Of course, everyone said that mobile is the future, but there is no bird use, how to guide the practice. First there is better, outsourcing solutions. Pain, of course, pain, grief, there are a lot of follow-up questions behind. But you really want to a footrace, the test is reliable, this time is not suitable for perfectionism and the so-called extreme. Entrepreneurial period, there is no extreme conditions, can not pursue perfection, we do not have this qualification. Of course later, with the condition, became the mobile team, constantly optimized, and now I look51CTOThe academy's clients areAppStoreThe best-selling list in education category11name.

How to deal with chicken eggs or eggs and chickens?

from 0 to 1 of products, especially platform products, this is a difficult problem, but is actually a simple problem. The more complex the problem, the more simply you have to deal with it, but you're likely to be struggling with who's going to waste a lot of brain cells. My experience is that no one who first who after, also does not matter who first who, at the same time do, which is relatively easy to do, but not a pole inserted too deep, to a certain extent hurriedly to the other end. Libra never flat, to do is the dynamic balance, rather than the absolute balance, here add a little, immediately over there add a little, to achieve dynamic balance. Two aspects of contradiction, is embracing, twist-style rise in the development trend. Take us, first develop the teacher (course) or first develop the user. We are: First, a large number of people to pick up free courses, platform one on-line, the course has more than a dozen, to ensure that everyone has a learning. Second, when the product is not on-line, a set of people and lecturers contact, talk about cooperation, signing agreements, the preparation of original paid courses, platform one on-line, there are teenagers pay courses first, the teacher is to see if there is no income to continue the next door, there will not be too much. The other is the flow, just said we have a community, a set of people constantly in the community propaganda, all things are running at the same time, cross. Who first who is not important, the key is to be quick.

How can you build competitiveness at the top of your potential rivals right now?

3 years ago, the technology community is not the most powerful 51CTO, we were in the second, then how to do in the boss's eyes to do something beyond the Boss? Of course it's low profile. We think this is a new form of learning, then the team has a request: "Quietly into the village, shooting not." So in the first year of nearly a whole year, no new department, this matter even the Department of colleagues may not be clear, the product is the Community Department of Products, Technology is the company's technical department, different people sitting in different positions, few people know there is a physical separation, the spirit of the college team. Until this thing gradually surfaced, the industry "boss" after 1.5 only follow up this product, all the way imitation, but can not follow up, product, operation, influence has been unable to reverse. In the early days, focus on the things themselves, formal things are not important, life and death out of the most important, poor conditions, grasp the essence can even not underwear.

Do lowbrow or spring snow?

all tall things are not tall on the beginning, grounding gas is the core, but also the initial fundamental force. In fact , at the beginning of the 51CTO College name is not this, is the soil of the dregs but a look at the "51CTO Video Course", tell you my form is a video course. Later, we thought we should work the service before we changed the name. It is important to be concerned about the way out, and everything else can be changed. Of course, I am still serious for it handwritten a sentence slogan:

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we have been doing for two years, we think a lot of products are very good, but there is a we thought that is not the focus of the heart of the product, well received by everyone. Its name is the Learning Roadmap (now renamed "Career Road Map"), the interface is very general. But what this means is that the product is deeply in the nature of learning and does not degrade the value of the product on the client side because of the visual UI. Therefore, we should adjust their own ideas in a timely manner, to avoid "take for granted" thinking, because we also have limitations, users will always be our teacher.

Life is a constant self-adjustment,

things are developing and changing, but people always have limitations. Everyone is like a frog in the well, the difference is that everyone's wellhead diameter is not the same. Excellent people, constantly self-adjustment, can be from a diameter of 1 meters in the well, jumping to the diameter of 5 meters in the well, and then to the ten meters of the frog.

People's limitations determine the limits of things, product patterns should be constantly optimized and adjusted. Video course, this is to serve for 1-3 years of in-service technical person, but for a career change, or college graduates, is the 0-1 stage, we need to do more research on content design, service control, more models, also launched a training course. I think we've done a lot of upgrades, but we can't say that direction changes are based on the depth of the expansion. We are not only to let genius learn to learn, but also to let "learning weak" also to be able to learn.

How to deal with the question of up and down?

the more promising things are, the more people question them. Do not change your original intention, do not easily change their own path. Something that makes sense doesn't necessarily have a way. The pointing mark should be the real information of your own hands. I am always told that video courses are not online education, or that video courses have no future, and that they have not bothered me. Forums are online education, and video courses based on more systematic content and on-time services are not online education? Many people love to follow the crowd, but I have mastered a lot of real data, I know how many people each month to learn video lessons, every day for a few hours of learning, they learn not to solve their project problems, skills promotion has no effect. Many people on the mouth always hang the concept of what-to-do , consumer, Peer, andthe. I just want to say that history is written by the victors, and these so-called nouns are. Things in the world, always the first facts, after the concept. Concept can not guide innovation, the concept is only used to popularize, to the public to listen to, entrepreneurs are elite, inflexible concept. Only with innovation, there is the next new concept. Not deep in our, few people know that our IT engineers on the internet to learn 2,3 hours is normal, they have a strong learning ability, perseverance is strong, can persist. Remember the first year, the marketing department colleagues said to do influence, arranged a few media, the result I said, less than five minutes, people feel that the concept is not good to doze off, and then I was hit by the blow will not go out. The next year, when the initiative to interview more than the time, the reason is that we have data growth, many of the current concept of a lot of the present no data. Therefore, the founders should grow and evolve in the sound of questioning.

to the tuition and doubts, thousands of years of endless. We want to be fashionable and efficient in a new way. Road to how to go, but also to users to learn, adhere to the value of learning, user-centric. This is the constant value of all product operations.

This article is from the "51CTO Academy Hugh" blog, please make sure to keep this source http://yixiu.blog.51cto.com/112942/1794764

Product operation experience Sharing: I do online education this three years