Different product strategies to be adopted at different stages

The author of this article is the Product Manager, guide the World Tourism Network founder Sun Qingwin (Weibo), reproduced please specify.

Kpi,key configured indicator, Internet products work can not be separated from KPI. Product design at the beginning of the conversion rate, user registration, active user, UV/PV, and so on, and in the future of product growth for these indicators are responsible for continuous improvement, complete the stage goal KPI. At the same time can play a second imperceptible effect: exert certain pressure, urge product manager to work.

These are understandable, but many companies blindly in order to complete a variety of KPIs and lost direction, in order to upgrade and upgrade, in order to improve UGC and resort to all means, the current version has not been stable, began to increase the performance of the Sibuxiang of the KPI, the product to engage in a quick buck, trifles.

I mean, the current version of the user is still very little, began to do the details of the difference function, is wrong, the beginning of the concise function can quickly and effectively educate users, and limited energy, should focus on the real keyperformance! Unless all upgrades are planned, not from temporary brooding, Analysis of competitive goods. Product phase is not the same, can not rely on competition to improve their products!

1. Clear the core positioning, solve what problems, first verify that this judgment is correct.

Some product positioning itself has problems, claiming to solve a lot of problems, so avoid user verification, the user does not pay the blame on the product function is not perfect, so constantly enrich the product shape, every day is very busy, but in fact is in the escape or hope in the "side do look, from the practice of looking for opportunities", the whole process seems to have planning, Because he has to do a lot of things, but users see, the product is getting more and more confusing.

Some products themselves positioning no problem, the idea of solving the problem is very clear. But in the user's small size when the rush to differentiate, wrong understanding of the meaning of "fast", the version of the iteration to join the KPI assessment, forcing product manager differentiation, update, the result of a lot of fancy features, the product characteristics destroyed.

PS: On this issue, I think the product manager and the boss should first understand the different product phase to adopt different product strategy, product cycle has four: import period, into long-term, mature and recession period. The keyperformance of the import and growth periods should be "authenticate users with core features", around the core positioning of the user experience to achieve the ultimate, with the market No.1 competition, 80% of the general demand users will choose our products (if seen), this premise, accumulated a large number of users, To start planning for differentiation.

The import period and growth period can not be too short, because this stage is the user pool accumulation stage, with the least noise, the simplest core functions to convey the concept of the product is the easiest, and users familiar with this product features, have the opportunity to educate them to use the new features. The result of fast iterations in a small number of users is that users are getting confused and old users are abandoning your product unless you are Steve Jobs.

2. Rational planning, quantification, refinement, splitting, rather than temporary planning.

All say that the Internet is developing fast and cannot think too far. This is the truth, but also hurt a lot of product managers, there is a reason not to go too far, reasonable by the arbitrary Act. Many products in the online before the planning is very good, did a lot of research and scheduling, on the line after the rhythm has changed, the plan did not change fast, the stage goal is not planned, often become headless flies, follow the race goods run, look at the competition products This function is good or find someone else's product a bright spot, but also to join their own products. Here is a key problem: the product phase is different, many things can not be replicated, because the user base and user habits, user genes are different.

PS: This question I think the product manager in the heart to have with the main line: the goal of their own products and phased milestone to be clear, each phase to verify what? Verification succeeds then implement a scheme, verify unsuccessful B scheme, or delay continue to validate. Instead of being on the run with a competing product or KPI, the product is obsolete, just like half-cooked. Verify the User: whether successful or unsuccessful, find out why.

3. Where do you come from? Users are not competing goods or bosses.

I believe most product managers don't have the ability to make demands, and without Mr. Jobs ' judgment, there are three main sources of demand: 1. The boss or the leader or the colleague ask for the demand; 2. Demand for product verification; 3. User feedback or research or data observation requirements. The first two are dominant. And the need for the establishment of the most likely to produce differences and disputes, many times are based on personal judgments, no data to prove the "dispute of Faith": I think this is very important, I think no one to use, I think this function can be done first. Wait a minute.

Recall that many products have experienced the birth process: competition products analysis, brainstorming, needs assessment and other processes. This process produces n-ary requirements, which require very high product managers ' ability to summarize and plan, what needs to do, what not to do, what to do first, what to do, and perhaps just by adding a demand to a person's face or not convincing, it can lead to a total collapse.

PS: On this issue, I think the correct approach is a word "qin". Put the core function online, let the user vote, including with the foot vote. Use their own products to continuously verify the needs of their users, according to the situation to be verified constantly adjusted. The so-called small steps run, I understand so. In short, do not try to use "I think the existence of the needs" to educate users, but to dig and meet the needs of users, no, no, and then change the idea, do the product should also dare to self-denial.

Do not expect to add functionality to meet more requirements to complete KPIs, the right time to do the right thing is right.