Discussion on the website of account Guest (financial guest)

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Discussion on the website of account Guest (financial guest)

Recently in many media, the word online bookkeeping began to appear more frequently. May be the media found a fresh point, but more likely some of the accounts of some of the Web site to do some promotion. I have a general look at the search engine compared to the front of the account of the customer's web site, did a brief flow of research, to talk about my account of the customer's view of the model of the Treasury. Of course, there will be a lot of extensions and some of my ideas about general project planning.

First, the feasibility analysis before the project

(Here only analyze the project itself, the feasibility of the market this article does not discuss.) It also does not do detailed analysis. )

As the beginning of a project, we need to ask ourselves why we have to move the bookkeeping online.

In China, there are a lot of people who start a business or do new projects, and they all like to start with a concept without taking full account of the feasibility and implementation of the concept. Even some people will simply put the concept as a business model, thinking that a good concept is a good business model. What to provide to users, to solve the user's problems, is a basic problem for the development of a project user. To the King (here refers to support the project operation of the source of funds, may be business enterprises, of course, can also be users) can provide what can solve the problem of the Lord, is relying on the basis of income; To the user and the Lord to solve the problem at the same time, through what way to let the project operators get the benefit, this way will be the user and the king caused unacceptable threshold, but also the establishment of the project is an important judgment condition. The latter two questions are the so-called profit model. Some people think too much about the first aspect when considering the business model and put the profit model into later consideration. If there is a lot of money to do backing, and the profit model has a basic idea, it may be feasible. But if you don't have a lot of money to back it up, or you're vague about the profit model, there's no basic idea, it's recklessness. Others are to ignore the user's feelings, but only consider the wishes of businessmen, consider how to profit, in the end is the user does not accept, the business of all the Desire without foundation, the basis of profit is not.

1, to address the needs of users

Wordy so much, back to the account site. There are already a lot of small family financial management software, such as wealth and wisdom family finance, financial intelligence books, excellent treasure, and similar housekeeper such a long time software. Generally speaking, the function of family financial management, these software can have. In this case, we need to ask ourselves a question, whether we move these functions to the network is a network account? The answer is obviously not, the same function, installed on the PC can not get, why move the Internet. So what we need to do is look at what financial functions the average user needs most, and how these functions can best be combined with the advantages of the network. There is no need to move all of the powerful financial functions on the PC to the Internet, but 80% of the financial management software users will use the functions should be put online. These need to be carefully analyzed, and then summed up the site needs to provide financial aspects of the function. This is what we said above the first aspect of the problem, the user development base. To meet the needs of users, there is the possibility of development.

2, whether there is a profit model

Then the need to consider is that the user is satisfied, the user will pay to use it? If the user does not pay for the trial, or if only a portion of the user will spend a small amount of money to use, then this site how to operate? In fact, Chinese netizens only have three kinds of circumstances willing to pay money to buy services. The first is to spend money to buy face, such as QQ show, online games (I think online games are actually social entertainment, equipment, status is face, social is related to the second). The second is to spend money to buy pornography, make friends, this needless to say, look at the SP money and the popular website of the page to know. The third is to buy money, that is, to have a sense of the opportunity to make more money, users are willing to pay. You blow the hype, if not the above three kinds of situation, Chinese netizens basically is "free only". I said this means that the account of the website, unless you can fry online (this is not part of the account), otherwise rely on users to pay the more difficult. Therefore, the customer site to be profitable, in addition to a small number of special value-added VIP services to obtain income, but also rely on a third party to pay. The plain thing is an extended application like advertising. This is the feasibility analysis of the profit model.

The core of the customer's website is to write down the daily accounts and to analyze the reasonableness of their income and expenditure. Therefore, the user's expense item is very easy to obtain, the advertisement is easier to have the targeted release, the effect will be more obvious. Of course, whether this advertising will violate the privacy of the user and how to solve our later talk.

Simply publish browsing ads, its income model is no doubt too narrow, but also need to expand the application, the account of the characteristics of the site and user characteristics to better play out. Since users come here to finance, is to optimize their own income and expenditure situation, but also in order to make their own financial more ideal or even value-added. So in the case of user permission, according to the user's income and expenditure, the corresponding introduction of various financial investment advice or products, can be quite a number of users to identify and accept. Of course, these investment and financial products are part of the nature is accurate advertising, but also naturally have income. Ordinary people's income and expenditure is actually based on wages, daily consumption mainly, then the daily consumption of users to provide targeted services will become a reasonable assumption. One of the most easy to think of is discount information and business rating reviews recommendations, especially discount information, is also very attractive to users.

Therefore, precision advertising is the main revenue model, and once the site is mature, can also go to provide online financial investment products, business sales and other routes expansion. Of course, in the case of a single product model, advertising revenue should be able to support the operation of the site independently.

The above is about why to do online accounts, if we can convince ourselves, online accounts for users, for us, for advertisers are good, then why not do it? Here's how to do it.

Second, function design

The website core function design must according to the previous project analysis, from satisfies the user the demand and satisfies the advertisement accurate release two aspects to consider. Even taking into account the lack of time and money in the case, you need to try to take into account the functions listed and in the development of a certain set of interfaces or space.

1. Function selection

In fact, the user itself is also complex, the needs of different users are not the same. Therefore, a method is needed to analyze what the user needs to do, what is to be done, what can be done and what is not. The easiest way to do this is to analyze the method. is to brainstorm the potential needs of all users and the team's own functionality for profitability and management, regardless of the feasibility and importance of the list. At the same time, the relevance level of the project core (accounting), the technical feasibility level, the user demand desire level, the correlation level with the income model, the implementation of the possible time and the level of human estimate, as well as other important factors are listed, and then to analyze the scoring. Scoring can also take the form of brainstorming, the single more than 8 points to be singled out as a required function, the rest of the score weighted to sort, arrange the implementation order or batch.

When each batch function is realized, it needs to take care of the space and interface required for the next batch of functions. This will ensure that the second batch of function development does not have a significant impact on the existing functionality or the stability of the project or even damage.

2, the user needs the function--the core function

Because I write this is a person, can only follow my personal thoughts to filter the function.

The first is the key function of the bookkeeping itself. The best reference is the family financial management software and the existing billing website. A simple analysis of each function and the use of other sites is probably known. In fact, the arrangement of functions on a competitor's website often reveals their judgment of the importance of the function, and if done better, some competitors will adjust the function according to the operation of their website. (In fact, it is said that our own projects in the course of doing it also need to be based on the actual operation of the function to optimize the collation, this is what must be done)

A reference to financial easy and financial www.coko365.com online, I think the two accounts of the main function of the site is relatively complete. The online function of the guest is very detailed, and the money is less easily. In fact, this is very much like the project analysis, the function of the Treasury online is that we list all the user needs, financial easy is our analysis of the first batch of functional requirements. In fact, the merchant tools in financial management I think we can also transfer the second instalment. On the contrary, the function of the stock fund in the online market can be used as the first batch. Because people who have time to play online do not necessarily have their own business activities (there is also no need to record online), but there must be amateur investors or the basic people. Expand, plus a little bit of government debt management.

I think the basic functions include: income record, running expenses, capital account transfer, expenditure budget, target deposit, investment management, income statement. The basic functionality will not vary too much, but the details of the implementation are different, and the user experience will vary greatly. For example, a very user-friendly function of financial management is to design a cyclical concept of income and expenditure. For example, wages every month will be issued, rent loans to pay every month, such expenditure does not need to record, can be set up after the system automatic accumulation. When spending, there are a lot of repetitive spending items, although the time is different, but the name is the same, set up a common item label will make bookkeeping easier. This kind of detail in the functional design of the time to think about it, can give users a completely different experience.

Here is a statement of income and expenditure. We must be sure of one thing, that is, users are not accountants, so if we simply list the revenue and expenditure situation, it is not very useful to users. Faced with a bunch of numbers, users are easily irritable and impatient. Therefore, how to make the report more humane, more intuitive, more intelligent is very important. Pie and column charts are indispensable, but they are not the best. According to the user income and expenditure situation, gives the user an appropriate commentary, lets the user know oneself is belongs to what kind of income and expenditure situation, which aspect needs to raise vigilance is a very humanized setting. For example, users buy clothing for more than 50% of the total cost of money and accounted for more than 40% of the total income, then we can give such a hint: "You are a fashion-seeking person, the different dress is your life center of gravity." From the perspective of reasonable financial management, it is recommended that you take out 20~30% in your clothing and clothing expenses every month and save it to the bank, which will be of great benefit to your future wealth. "Of course, the concrete implementation of the time, need to be more rigorous analysis, here is just an example." In addition, if the user set a goal shopping plan, then, according to the user's expense situation, may give the user a reasonable access suggestion. For example, if the user set a six-month deposit of 10000 yuan to buy a computer program, then according to the user's income and expenditure structure, you can give users which aspects of expenditure anomalies, from which savings is the most feasible proposal. Like。

3, the user needs the function--Extend the function

The second is to have some relationship with the billing extension function. Even some functions may not be closely related to bookkeeping, and may not necessarily bring benefits, but to increase the user's viscosity and profitability, there is always one side is effective. Therefore, like "financial easy" such a complete single bookkeeping management, not necessarily by the user's favorite.

Let's analyze first what is the purpose of the user's bookkeeping? It needs to be understood that bookkeeping is a process, an action, not a user's purpose. No one will account for the bookkeeping, so the simple bookkeeping is not much significance. I have a simple analysis that generally, the main reasons for bookkeeping are as follows: Moonlight clan (loss of control type), economic constraints (income is not high), always feel that spending money is not the place (expenditure impulse unreasonable type), for investment and financial management to establish a reasonable view of money (value-added demand type) and so on. The purpose of the survey is to get reasonable revenue and expenditure advice, find ways to save money, find ways to make money.

We design extended functionality as much as possible from the user's point of view. Reasonable revenue and expenditure proposals, on the one hand, we have mentioned earlier in the user statements in the statement to give some intelligent advice, on the other hand, the interaction between users can be resolved. The introduction of a "My financial experience," such as the column, encouraging financial success of users to write their own experience, with the vast number of users to share interaction (the early stage can be started in manuscripts form). Want to save money, then introduce some "promotional discount" information, the establishment of the city's discount marketing database. In fact, the discount information can be established by us and the user, after all, now is the era of web2.0, users submit their own access to discounted promotional information, and other users to share, can quickly enrich content. At the same time, open user reviews for each discounted promotional message, as well as a system of credit scoring, is good for future development. To make money, a "investment classroom" can be set up, which will be used by some financial experts to teach financial knowledge, or to open an interactive classroom.

For PC online bookkeeping is not so easy to do anywhere, so in the mobile phone access to more and more popular situation, the introduction of additional mobile phone accounting is more and more important. Because I am engaged in mobile phone application product planning industry, this aspect and the job has conflict, I will not elaborate.

If you do this, you need to design each function carefully, truly humane and attractive.

4. The function of profit mode--narrow-report system

Narrow Sue is now a more popular form of advertising, to see the market value of the media and development will know. And the profit model of the account net is the most essential is to rely on narrow, also have natural advantages. The so-called narrow, is "narrow and tell", "special" advertising, refers to the narrow customer launch directly to the content of the ads. In other words, the target users of narrow ads and advertising content have a strong correlation, and this correlation can be quantitatively selected before the release.

The advantage of the account is that the user's habitual consumption type is very clear, even can get the user's impulsive consumption type. The other narrow and narrow, only one purpose is to hope that these users are their own target consumer groups. If let a female clothing brand advertisers choose advertising is issued to the "Beijing has 10w annual salary of white-collar women" or released to "Beijing does not know what type of people but every month more than 30% of the expenditure on the purchase of clothing women", the conclusion is obvious. Narrow-Charge unit users also have a much higher value than normal advertising.

There are two problems, one is the privacy of the user information how to ensure that? The second is to ensure the privacy of user information how to post ads.

The first issue needs to be the user rating, and obtain the user's permission, while giving users some promise. At the bottom, if you don't want your information to be statistically available, you need to sacrifice some functionality (it's clear that report intelligence analysis is not achievable) while limiting some of the activities that can be involved. Intermediate users to take limited public, data by the user selectively to the system, and can not be disclosed to the third party (including advertisers, narrow the actual system is automatically matched, can not distinguish between specific users). These users should be the majority. Special users are mainly for the establishment of model user groups, these users choose to completely open to the system, and to other users of the public data, can take the appointment, as a financial example to the user display. Narrow is only intended for intermediate user groups. In addition, we need to give users a number of commitments to ensure that all data will not be disclosed to third parties, and only limited to the system automated analysis to provide the site's own intelligent advice and advertising services (the recommendations are clearly stated). In fact, it should be done, because it involves the privacy of the user, but also the financial privacy, need to have a good credit.

How to publish is simple. The system automatically collects the user to the system public data and carries on the analysis marking, when the advertisement releases only then chooses the region, the release time, the key words, the user characteristic then, by the system automatically matches. Advertisers and other third parties can not query the data of individual users, but to meet the narrow conditions of the number of Users group data. After the advertisement is published, the user automatically appears the corresponding narrow report in the corresponding page after login.

When implemented, it is necessary to determine which pages the narrow announcement will be published, and then to determine the release conditions for narrow announcements, and finally the detailed statistical analysis of the effect of narrow publication.

5. Operation Management function

This needs to be based on the actual design of the site to design, there is no more talk.

PostScript: Originally wanted to carefully write a account of the planning of the website, but on the one hand fear of conflict with their own work and do not want to spend too much time so can not be too meticulous, on the other hand, and want to integrate some of their own product planning some ideas, write a little Sibuxiang, I hope to see the number of people who can benefit a little bit better.