How to crack the operating code

It was an unusual night: the sharp knife of Tsing Yi, professional spoof self-deprecating, good at urban emotion, and the campus and short stories of the literary youth; operating a famous blog "Comedy Without Limit", will laugh all over the world bloggers; there have been countless fans late at night waiting for Crazy press F5, there are countless monitors were sprayed out of the water caused by short circuit. Like to use words to all serious things become not serious, like to spoof, like self-deprecating, like the belly Black Sohu Deputy director. Tonight, with you and I meet everyone is product manager, and you and I discuss the operation of the mystery.

Sharp knife is different from our understanding of product managers, user experience, prototyping, interaction, operation, bases Master of everything, but pain, all kinds of bitter force. But feel very alive wave, very outgoing, like Xiaobao, there is a little bit of anger, there is a little bit of gangster gas. Lovely, a gangster gas, but without losing the chivalrous, difficult to conceal the sharpness.

Sharp Knife Tsing Yi People

Sharp knife Tsing Yi, male, married already have a woman. Sohu Professional Internet person, now mainly responsible for Sohu various content channel and center product research and development work and a small number of operating work. have been wandering around in the Internet circle. Bitter force PM, over three Ben Siwang five can't afford a cemetery ... Strive to be the most pmer.

Chivalrous, has been very low-key, never write it articles. Later, I found that there were too many Internet analysts online, so I began to write something. is to let everyone know that the Internet workers, there is nothing to be mysterious. From this into everyone's vision.

Each product manager himself is a product. To ensure that the product of their continuous update iteration, to grasp the direction! And today, why choose to operate this topic, because many product managers, blindly advocating the prototype advocating function, and neglected a product the most important link: Operation!

Many big companies have big companies, and that's cumbersome processes and procedures. One department wants to solve all the problems internally, resulting in a lot of failures and death lessons. A department to solve the controllable link, and the product process is far from the link needs close cooperation. Not a bad street words ah, products, children, transport nutrition children. In fact, it is not difficult to have children. But the process of raising a child is very difficult! Different stages use different methods to constantly analyze your child's situation and then improve it.

Question and answer stage

What are the characteristics of products and operations? Products and operations do not need to be so thin, sharp knife is more recommended that product managers can have some operational thinking, operators, have some PM thinking. 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. Originally, the operation and the product is the harmony, why like men and women toilets as distinct? Because 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, this is enough!

Products and operations like two people, they can be brothers, can also be a base friend ...

In product planning process, how should the operation cooperate with PM, improve and standardize the product planning? For example, I want to be a stranger to make friends with the application. What the operation needs to do is find out where your users are. Product managers can easily sink into the details of interactions and products. In particular, 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 is facing the crowd 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. For example, 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. For example, once a Frenchman, did a website, that is, from the Intragram to get a lot of many a lot of beautiful women's chest self-portraits ... This is precisely the demand! 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 the scientists who dug it up from America. But there were no previous operations that could suggest a good break and exploit point.

Operating on the one hand, you need to tell pm the user of this product, on the other hand, you also have to tell pm this product market and the way out where! So the operation of this position, in fact, if the refinement, you 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.

Each product, is not the same, in different companies are not the same, there is no template to say. There are no identical two leaves in the sky! The most important thing is to be fit! Some people attach importance to the sense of form;

Product planning, the focus of the product and operation is inconsistent, how does the operation convince the product to focus on profitability?

Try to deduct his salary for one months (of course, this is not possible!)?

All ideals must be based on their own lives very well on the basis of! Moreover, the user experience and profit is not antagonistic, who said that no user experience can not be profitable? It's just that the point of attention is different. So it should be the product intentions to do user experience, operations to think about profit, everyone together, is standing on the money earned! Two people in love will also have conflicts, the focus is to seek common ground. Very early to find the problem, to reach a consensus, happy! Most workplace conflicts can be solved by good communication. A strong one is to slap a table and scold him. This is no emboldened performance. People who cannot speak the truth or reason will use this Harting way.

Before the product development, how should the operation grasp the intensity of the promotion, in order to avoid the loss and risk caused by premature or excessive promotion?

Advance publicity and promotion are very important. There are also a number of classic cases, such as those spy photos, internal mail and so on, basically in front of the line out. Because in this era, the wine is not afraid of the alley deep is not applicable. If there are two liquor stores, the façade of the street, selling 100 kg a day, another in the alley, 10 kg a day, before a home in two years can eat the back. So be sure to publicize it in advance! Especially in this era, it is difficult to have creative really is the market blank, first release the wind, at least occupy the moral highlands. Even if someone else's product is done first, others will feel inspired by you. As for hammers and millet. In fact, the problem is not whether you should be in advance, but in your own products have confidence!

Millet before the launch, there are MIUI, there are a lot of brush machine madman. These people in Andri is a small universe. So millet know what they have? The quality of millet mobile phone is standard, but it looks good, suitable for students, the user is very accurate. And the hammer? All we see is a fine, gorgeous old man. In advance hype, the need is your product has reached 60 pass, and then to hype to 80 or even 100 points. Instead of skipping all the time! Including the final, old Luo's press conference, also was criticized various unprofessional. This is the line before the product is not ready, how can it be successful?

People have self-knowledge, first of all to know how much their appetite. Old Luo gives a person's feeling is cavity blood, want to do anything. Like Zhou Botong, Kung fu is very high. But Wang Zhongyang to preach the whole true teaching when still gave Ma Yu.

When the new product is on line, how cold starts, obtains the first-hand high-quality seed user?

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, not the quantity, but the quality! You're not going to wait for them, you need to run to dig. It is not advisable to wait for a while. For example, the application of the Stranger friends, then 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.

Of course, this is a stranger application. Each application is different and has its own unique characteristics. 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 to be controlled 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.

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.

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 is 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 purpose of this product? What is the result of wanting a goat? Is it money? Or do you want to install the quantity? Or do you want 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, fee frequency, profit margin, etc., if the installation volume, that concern is active, retention rate, loss rate, etc. if it is the other, then you should focus on what your boss wants? fields are tightly connected relationships, But not every one needs to be analyzed. The human body, for example, is sacred and indivisible, but a cold does not have to be an MRI. In particular, many times, some data can not be explained, it is easy to fall into the NIU:

On one occasion, the flow of a product jumped 600% in a week .... I looked through all the possible factors and couldn't find it. How painful it feels!

Product new online, the boss hope that low input high returns, encountered such a problem, the operation of students should be how to solve? Operation needs is to educate the boss, most of the time is to pay to be rewarded. 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.

Operation of strange products, product blame operation did not run up, the two sides disjointed, how to solve?

The World martial arts, only fast not broken. Push it out first, then let the operation collect the user's feedback. See what users think of 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?