Entrepreneurial star interview: Selling "fun" social app little Love

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Editor's note: 2013 China Internet Entrepreneur Conference (http://2013.loohua.com/) will be officially opened in May this year, before the formal opening of the General Assembly, the Technology media Surf Network, TechWeb and the Conference Organizing Committee jointly launched the "mobile pioneering star" series of interviews, Show the style of mobile internet-goers.

En love founder Huangyu (TechWeb map)

Tao Chianan (special) Joint report

Compared with Facebook, a social network that wants to connect with the world, Little Love may be "the world's smallest social product" because it is a product designed for two people.

"In fact, the world's smallest social products," is a friend jokingly said, conveniently put into the App Store profile to play, purely to feel interesting, but with our service and the concept of little relationship, this sentence has not existed for a long time. "says Huangyu, founder of En love.

In Huangyu's eyes, en love is mainly to help achieve three things: promote communication, improve understanding, enrich life. In short, it is selling "fun". For example, "Want to Love", "I know a man who hears his girlfriend or wife make this request will be elated." ”

The fact that this concept and direction is still more reliable. From the fiery moment of Sina Weibo's chum client, to the rapid emergence of intimate applications of all kinds of couples, a common message has been conveyed-the internet hangs a private breeze after a general social intercourse. Because users have a pervasive need for privacy--some content "don't want" to share with others, some content "can't" share with others, some content "not" to share with others.

This "private" concept even into the en love product concept. Huangyu said, we also have some things are not done, but also clearly communicated to the user, such as map positioning, which can make one side of the function of causing discomfort, the user's needs again large, we will not provide. Although many couples put forward the demand for positioning, it is in the love and passion stage, once the quarrel, this function is likely to let one of them start to be used for regulation, the harm far outweigh the benefits.

En's other product idea is to listen to the advice and needs of the users and not to listen to the experts.

For such a target user is a couple or couple of products, some of the same type of marriage products are more willing to introduce the elements of emotional analysis in product design. As a serial entrepreneur in the field of love and marriage, Huangyu has not added any emotional analysis to En's design.

Huangyu said that the initial received a lot of expert advice, the result is that the market does not accept such products. In fact, the product design is not as complex as the emotional experts imagine, the more integrated into the emotional professional analysis to design products, users will be more pressure. After a trial and error, "A few months later, we quickly made a happy decision, no longer listen to experts, only to listen to user advice and needs, based on the early user feedback comprehensive analysis of the decision, and ultimately to the product concept clearly positioning."

After experiencing a "loss of fortune" business failure, Huangyu for the venture "Feel good." After all, pay a lot of tuition fees, so that this venture to go a lot of detours, and less mistakes. ”

For 2012, Huangyu scored 80 points (100 points) for the team. "The team is relatively high, product design is legendary, the user growth is more and more beautiful." Our goals are clear in the next two years, but the speed is bound to change. 2013 we rely on capital run-up, members are expected to break through tens of millions, this is a vertical market, but not niche market, there are people who have the opportunity to become customers, the current operating situation has been a small verification of this point. Huangyu said.

The following is a transcript:

Q: En love is inspired by pair, inclusive, or from the needs of people around you?

Huangyu: En love to launch the first version of the time there is no pair and inclusive, initially just want to do with the girlfriend of things, only because of the strong reaction around friends, and then decided to set up a company to develop and operate products.

Q: People are thinking about making social products bigger, and you're determined to be the "world's smallest social product".

Huangyu: Like playing in entrepreneurship. In fact, the phrase "the world's smallest social product" is a friend joked that, conveniently written into the App Store profile to play, purely to feel interesting, but with our service and the concept of little relationship, this sentence has not existed for a long time:

Q: I heard that you have done dating sites, as a continuous business entrepreneur in the field of love and marriage, you feel that in product design, the need to integrate into the emotional analysis of the factors accounted for a large proportion?

Huangyu: Although very familiar with marriage products, but did not do, when the decision to do small love together with marriage products to do, successful members can introduce a little love to continue to provide services, but because the marriage market relative to the start-up company does not have any chance, so so far the most correct decision: Focus on only one thing, Focus on small and loving, dedicated to provide services for couples.

In fact, the product design is not as complex as the emotional experts imagine, or the user has so many demands, the more integrated into the emotional professional analysis to design products, users will be more pressure. At first, a lot of expert advice, the result is that the market does not accept such products, a few months later, we quickly made a happy decision, no longer listen to experts, only to listen to user advice and needs, according to the early users of the comprehensive analysis of the feedback decision, the final product concept positioning, and constantly iterative product features and services.

En love to help three things: promote communication, enhance mutual understanding, enrich the lives of two people. To be blunt is to sell "fun". The fact has been verified that such a concept and direction is still more reliable, but we also have some things are not done, but also clearly communicated to the user, such as map positioning, all can make one side of the function of causing discomfort, the user's needs again large, we will not provide. Although many couples put forward the demand for positioning, it is in the love and passion stage, once the quarrel, this function is likely to let one of them start to be used for regulation, the harm far outweigh the benefits.

Q: En love Sina officials on the micro has a sales director, hanging the head of the dog, this thing seems relatively fresh.

Huangyu: Sell Meng Director of the flesh is a pull more than a dog, called Huang Many, is en love of the founding dog, mainly responsible for the company selling Meng and opinion Center customer service work, "pull Baba" function is in the process of walking it generated inspiration.

Toto is I 45 days old to get back the Labrador dog, after starting a business has been following my commute. Once I saw a similar product customer service in micro-blog claiming that "Little love", I was wondering, originally we intend to en love gentlemen dress called Small grace, Lady service called Small love, how to let others to use it? Of course, we also do not care, is similar to the same product customer service name sincerely feel no meaning, Give my dog a title on the blink of an unthinking, "en love the original dog," Sell Meng Director ", to it applied for micro-blog and certification, became the history of the first plus V of the dog Weibo, and then the small loving all customer service avatar and identity all changed to" sell Meng director. "

In fact, behind the company's beautiful colleagues in the operation, the user also only know, it's just that we're going to deliver. The director is a real dog, so when the end of the reply will always bark, we also want to let the user feel is really a dialogue with a Wang Xing, users are also accustomed to call the director of Sales Meng Wang total.

Responsible for customer service colleagues every day disguised as doggy people like to provide customer service is really fun, users also like. We are proud to say: En love gold medal customer service is a dog, selling Meng Director!

Q: How did you come up with the idea of a dog refereeing?

Huangyu: Back to my parents home must take my dog, met the parents quarrel, sell Meng director both back and forth licking parents a saliva, parents smiled, not in the mood to quarrel, this dog than quarrel more interesting ...

Q: A new version of the spoiler?

Huangyu: function is no longer a drama, we can always bring users surprises, super User expectations is also our constant pursuit of a thing, like in the hotel to enjoy the five-star hotel just like the treatment, particularly stimulating.

Q: July 2011, en love beta version was born on the "Angel Bay Venture" injection, the future direction will be controlled by the capital power and change?

Huangyu: The direction is unchanged, our goal is clear in the next two years, but the speed will certainly change. 2013 we rely on capital run-up, this year is expected to break through tens of millions of members, this is a vertical market, but not niche market, there are people who have the opportunity to become customers, the current operating situation has been a small verification of this point.

Q: You once said that en love these three words will not just be an application so simple, it will be a brand. What do you think of future brands?

Huangyu: En love to focus on solving three needs: communication, enhance understanding, enrich the lives of two people. Through private communication as the theme cut, gradually build a couple brand, for couples to provide "one-stop service." In front of a pragmatic point, but you can joke for example, small love brand condom, haha ha! (with the brand has been launched deep cooperation, will not really own production, haha)

Q: Are you afraid of failure to start a business?

Huangyu: Has failed once, lose money, this time to do a very sense, and the past experience, after all, paid a lot of tuition, so that this venture to take a lot of detours, mistakes are less.

Q: If the full score is 100 points, give yourself 2012 years of entrepreneurial hit how many points?

Huangyu: The team is relatively high, product design is legendary, the user growth is more and more beautiful, so I feel good, playing 80 points. People always have to grow up, to 100 points alone to be defeated without meaning. For example, I play live football, in the network against the platform to fight all over the country without rivals, can not find an opponent is a very lonely thing. (I am not welcome to learn from you, only to play away, but also to abuse you.) Small love in the industry is the same, only do No.1.

Note: This article by discuz! The Entrepreneur (stationmaster) General Assembly authorizes to publish.