As a mobile phone application software, aunt, has completed from 0 to tens of thousands of users of primitive accumulation

As a mobile phone application software, aunt, has completed from 0 to tens of thousands of users of primitive accumulation. Compared to many of the market's main female menstrual care app, the commercialization process of Aunt is earlier, and it has been no taboo on the pursuit of commercial attitude.

In the second half of 2013, great aunt, the movement frequently, from the company was invested to release the 2013 Chinese Women's Physiological health white paper, to and the intelligent Digital Health company PICOOC to launch the intelligent weight scale, and then to buy aunt, Dysmenorrhea and other domain names announced will be platform operation-- This is interpreted as a radical development by many outside voices.

With the radical development of great aunt is different, the whole mobile internet industry's inertia thinking is: the demand for traffic is far greater than the focus on commercialization. It's a typical way for apps to make money by first-lap users.

In this respect, the founder of Rauschecker very disagree, and said that the great aunt not only not to the commercialization, on the contrary, it should accelerate the commercialization of the attempt.

Rauschecker told "World Network business manager" reporter, aunt is trying to find a healthy profit model.

Before, the profit of big aunt is mainly through advertising position, traffic interchange way to achieve. But, Rauschecker is only willing to call it a profit method, it cannot construct a profit model.

According to the data he provided, is it that in the second half of 2013 on the basis of advertising to get 2 million or 3 million per month of water, "but this has been a more extreme state, in the future as a listed company, only 30 million or 40 million of the income is not complete, may not even cover the cost."

Rauschecker has his clout. From the user's just need to start, provide auxiliary software "aunt", according to the accumulated data to excavate the law behind the phenomenon, and then provide information services, solutions (including software and hardware)--the whole operation of big aunt is a self-contained system of smooth logic, on this basis for commercialization, in Rauschecker view, is a natural transition process.

Deep digging the internet just needed

Rauschecker has had several internet startups since he was a family of medicine, and he has been trying to do things that link medicine to technology. These projects are not successful, leaving Rauschecker a lot of reflection, and the deepest reflection is on the understanding of just need.

Everyone is stressing that the user just needs, in many cases, may be unpredictable. Rauschecker cited an example: eating is just needed, the toilet is also just needed, but these two just need to touch together, it is not just needed, because the time will not eat the toilet, the toilet will not want to eat at the same time. The same applies to the Internet and health two new needs. The internet is a need for rapid feedback media, and health is a long-term management of the project, a slow, how to properly meet user expectations is critical.

Rauschecker told the World Network Business Manager reporter, the final foothold is actually to provide users with what kind of information.

For example, when a female dysmenorrhea, someone told her to listen to a joke can secrete dopamine, it will ease her pain; the second way is someone directly told her a joke to amuse her, she secreted dopamine, alleviating dysmenorrhea symptoms. "This means that information to a certain extent can solve the problem, but in what form to convey information, we need to summarize the method in combat." "Rauschecker said.

Is it a software that provides information to help women solve each month's problems, the initial function is to provide a method of estimating the female menstrual cycle, and the corresponding knowledge of each time node. The first week of 2011 on line, without any promotion, was the official recommendation of Apple's App Store, with the initial user-day growth approaching 1000.

But big aunt? Not the first software on women's menstrual cycle, foreign countries in 2007 has appeared similar projects, domestic attempts have some, but has been tepid. "Big Aunt" is the first to stand in the user's perspective to really do this thing deep. Rauschecker explained that this kind of software was mostly used as a tool to make money, or to sell software to make some users ' money, or to accumulate Internet activity to make some investors ' money. And big Aunt? In the beginning to see the point: the menstrual cycle of women and menstruation accompanied by her golden age, the emergence of a lot of demand is closely related to her cycle, so not afraid of the future can not find patterns.

Pay attention to the needs of users, most directly reflected in the more than 80 versions. Its product ideas are made from the outside and the mainland to do products, from the inside and outside to find problems, that is, when the product from the external data and user behavior; When the user asked the question, first look for their products where not good. Under such a train of thought, big aunt? has undergone four major revisions, from the initial 24-hour community operation, to the professional statistical analysis, the experience of flat, and then to the medical level of professional content and sophisticated algorithms are driven by the needs of users.

On the other hand, user demand does not necessarily reflect just need, to be biased. In addition to the basic statistical analysis function, the most active block of aunt is gynecological and emotional. Rauschecker revealed that the former is a focus of their operations, but the latter is not, because the emotional appeal to where there will be, any community can be hosted.

From data to information services

As of December 2013, the number of registered users of Aunt breakthrough 30 million, the number of active users remained around 2.8 million, the user retention rate reached 47%, far higher than the average level of 5%. Large enough data volume and depth of data, let big aunt in data mining has a foundation.

Because to keep the privacy, the way the anonymous registration, so that its data than other public data also have a difference. Rauschecker introduced that, because the topic of women's menstrual period is very private, users often do not want to disclose their identity information, but once anonymous, they will be easy to remove psychological defense, in big aunt, frankly record, share their situation. Therefore, although it is not possible to get the user's real information, in the background can accumulate a lot of real usage data. On the other hand, if the system is hacked, the data taken is useless, "they can only see information about people who have no mailboxes, no cell phone numbers, and a 30-day menstrual cycle called Zhang old."

My aunt? The 2013 white Paper on Chinese women's Physiology and Health, released at the end of last year, was based on this data and focused on 20.11 million female figures. Apart from that, is there more than 10,000 users have launched a further investigation, a return visit. Because of the trust of the brand, a considerable number of users to provide their own real information.

In the white paper, do you think of a lot of things that can not be explained in medical science today, such as the early menarche of girls, the difference between the two women menarche is very large, and then, for example, what is common in dysmenorrhea women. Rauschecker said that although these phenomena do not point to any results at present, but very well worth digging, can be based on the logic behind these phenomena to solve the user's troubles.

My aunt? Three months of data have been used to help a user discover her early benign uterine fibroids.

The scientific way to interpret the real data, and then find a scientific solution, will be the future of the business focus of aunt.

Big aunt? After that, women's menstrual software has sprung up, but a lot of it is just a form of imitation. Rauschecker the app as a cure for headaches, and smashing money is like eating a lot of painkillers, must be effective, but do long-term health applications need a lot of data accumulation, no shortcuts, and big aunt? In the data accumulation than similar software at least 20 months earlier, the data will always be more than 20 months, in the competition has also formed an advantage, The software that appears later can only be imitated.

Targeting women services

Understand the user's pain point, the next step is to find a way for users to solve the pain. To be a provider of solutions for female demand service companies, it is the location of aunt. "The location of the aunt is not only the female menstrual assistant, but also information services provider." We're not doing apps, we're not a mobile internet company, we're doing a lot of other things that aren't app. "Rauschecker said.

Growing up in the process of medicine surrounding the knowledge, so that Rauschecker has been in his career to highlight the medical professional side. However, the greatest difficulty in specialization lies in the talent and the huge expenditure, which is to employ an expert-level doctor with five years of experience, and the expenditure of one year is close to $1 million. Therefore, until March 2013, big aunt did not start to have the funds and ability to professional direction of efforts, hired more than 20 part-time doctors for the users of Great Aunt FAQ, of which five are experts.

Rauschecker himself thinks this approach is almost crazy: "A year to spend 7 million or 8 million building a team of experts, this is a peer would not think of things." We want to go along the natural cycle to solve the real problems of women, she used the software, with our information services, with some things, let her not feel bad. I want to reach the medical level service, this is our next key point. ”

Outside of the software, do you try some hardware?

Before, big aunt and PICOOC cooperation launched the intelligent Weight scale, five days time received a hundred thousand of trial orders. Rauschecker said that the key to cooperation is that both sides are good at doing data collection and mining companies, can be quantified to enable users to understand their own health changes are occurring, and this is what users care about and need.

Next, the aunt will also try to launch their own brand of hardware products. In line with the previous concept, its own brand products will also have medical functions of professional products.