Dry Goods: How to solve the six major problems of Internet products and operations

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Editor: Fast Knife Tsing Yi, the inaugural Sohu, responsible for the various content channel product development and a small number of operations.

1. On the interaction between product and operation

Products and operations do not need to be so fine, we are all versatile, and then there is a special highlight: for example, strong logic, good picture, then to do products, affinity strong EQ High spirits, can do operations.

A 100-point product manager, doing operations can also do 80 points. The reverse is the same. What needs to be considered is actually the team. To ensure that the product operation design technology testing and other aspects of the process of kneading a fist, is enough.

In the process of product planning, how should the operation cooperate with PM to perfect and standardize the product planning? For example, to be a stranger in the application of friends, operations need to do is to find their own users where. The product manager is easily immersed in the interaction and product details, especially some of the less powerful product managers. They prefer to say "I used the Facebook timeline." But who cares?

The product is easy to dig into the details, and forget the direction you should stand.

Operations need to remind and tell PM, this product-oriented crowd is who, is North Canton Deep, or So-and-so town KTV official application? Product market demand is not the same, then their product shape and structure must be different. If you want to do a stranger's application. Operation should be to the product said: "Now there is a stranger, you fucking don't shut up!" We don't need to reinvent the wheel!

Operations need to tell the product: Do not be strangers, but to be a 20-25-year-old strange young woman around you. The demand is accurate. Especially now, everyone is shouting to do platform, but in fact, many more vertical and small and beautiful demand has been there, this is the need to operate to explore.

MRD,BRD,PRD ... This, in fact, anyone can do, it depends on the taste of your leadership. These documents, you can write weekly, but for the product, is not necessary. Operations need to be more accurate and vertical demand, in order to give the product more precise positioning. For example, Baidu's PK Big coffee, in fact, their face recognition technology has been, and specifically from the United States to dig scientists to do, but before the operation can be put forward a good break and use point.

Operations need to tell pm the user of this product, on the other hand, you should also tell pm the market and the way out of the product. Therefore, the operation of this position, in fact, if the refinement, it can be divided into user operations, content operations, business operations. See these words, basically can find, in fact, operations need to do a lot of work. A good operation, but also to be able to find out from the data other people do not see things and trends, for the product iteration to provide proof.

Operations must be in the beginning to join the product development work, and product managers do a good job of division and research. The beginning of a project, the operation must be from the project to join. Responsible for market research, user research, contact with the partners, operational content preparation. Products mainly to do project planning, product context, product planning and direction. Only in this way, in the process of doing constantly to amend the product error. Otherwise, the final product is finished, it is done, operations to run and maintain a do not like things, products found that you operate his things, you are not happy. Everyone is in negative energy.

2, when the new product on line, how cold start, get first-hand high-quality seed users?

The first batch of seed users, must have the ability to sprout can grow into towering trees. From them, affect the target user of the product. So the seed users need not quantity, but quality. Instead of waiting for them to come, you need to run and dig. It is not advisable to wait for a while.

For example, the application of the Stranger friends, its seed users must be some single beauty, such as amateur car models/showgirl and so on, and then rely on them to attract the first batch of men to come in. To give these seed users some dreams, some room for growth. Let them become so-and-so some county town, such as the district flowers. Then they will spontaneously let the side of the cock silk come up to see their own brilliance.

Sina Weibo, for example, has just come out with celebrity and opinion leaders to attract the participation of fans and users.

Why to become a seed user, this is the means of operation. For example, yy,9158, six rooms, the host can have income, so they are happy. Sina, for example, is signing a contract to send money to a big shot. To the grassroots is to give you the opportunity to become a big shot. Depends on the product and the resources available to determine how it operates.

Attracting users to keep users is a goal, and everything else is a means. Means are diverse and fickle. When Evernote first came out, I just used it because I saw a Canadian friend's blog share. After I used it, I recommended it to the people in the department. This is the importance of the first batch of seed users.

3, the product on-line, increase the number of registered users and other indicators become the focus of operation, this case how to get the real user's favor?

Different products, in fact, different stages of measurement indicators are not the same: the number of registered users for some applications is very important, but for the electric business class, may not be so important.

Most of the time, data also needs to be packaged. Perhaps the same data, just a different scale, see the curve is completely different. and operations to learn to package products and their own achievements.

4. After mastering the user data, how to analyze and excavate the operation data?

Analysis of operational data, the most important is willing to learn to throw away some data noise, not all data are useful. For example, if you make a paid flashlight app, you may have a very high level of user activity because of the power outages in this area. But does this have something to do with the core of the product? NO, the focus should be on the amount of installation and profitability.

First want to know what the product is, the core of the data field is what, the most should be to think about what the original intention of the product, that is, what kind of results, is to make money, or to install the amount, or to solve someone's problem?

Follow the results to reverse the desired operating data metrics. If it's money, so maybe it has something to do with it. The average fee per user, payment frequency, profit margin, etc. if it is installed, then the attention is active, retention rate, loss rate, etc. if it is the other, then you should focus on what your boss wants?

5, the product new on-line, the boss hoped that the low investment high return, encountered this kind of question, the operation schoolmate should solve?

The operation needs to educate the boss, many times is pays can have the repayment. Many bosses do not understand the business, do not feed chicken, but let the chicken lay eggs, such a boss, really a lot. This is Mas.

Focus on the boss of which products in the industry are more like and respected, and then to analyze the resources of others. Look at their input-output ratios. Is oneself really did not do well, or the boss mentioned an impossible task. Then decide what to do next.

If it is a brand new business, then the first thing to do is to do the business market and the status quo analysis, good think tank, and first to the boss to a preventive needle "you have to do this new business, you have to be willing to take money." There are risk estimates, and many operations overlook this. It's easy to draw a pie in everyone's report.

Where there is a product there is a risk. Risks include a variety of aspects, such as the risk of not being able to launch a product when resources are not in place; Depends on whether the boss can afford it.

6, the operation of strange products do not work, product blame operation did not operate, the two sides disjointed, how to solve?

The World martial arts, only fast not broken. First push out, then let the operation to collect user feedback, to see how users look at this product. For many users, they do not care whether the site is more functional or not, and care about the features they want to implement. For example, 12306 of the Railways Ministry, do they care if they do a social waterfall? All you have to do is buy a ticket! So just say that, look at the function of operation concern is missing, the user whether care can.

Written in the last

Index is only the purpose, operation is only means! The purpose is fixed, the means are diverse, different products, not the same market, the various factors of the interwoven formation of the various operational differences. Bases, are you ready?