How to stand out from the young master meat clip

The story of young Master meat clip is recently hung over the micro-faith circle of friends, and we only know its marketing side, and do not know its real product side, and my interview with Master Xi let me understand this team is not doing a meat sandwich, but in a product, a project, is to re-enter the traditional industry with a way of thinking about products. In the interview, "Master XI" founder Meng his company as an internet company rather than a company, then let us see how the meat sandwich is through the big companies learned product thinking to achieve.

1, research and analysis, positioning

In the publicity story "Why I quit my job to sell meat and buns", the founder wanted to make meat buns in the first place, but not in practice. In fact, Meng a long time in the four first-tier cities north of Guangzhou, where he was fascinated by roadside snack stalls, had a very careful observation and then concluded:

First, some of the more geographical characteristics of snack products can not be circulated to all cities, such as donkey meat Fire in addition to Beijing, it is difficult to penetrate other important cities.

Second, a lot of universal snacks have a great universality, such as rice noodles, jelly, egg cakes, meat folder, such as steamed bun. And this universal product is the team should consider, then the next is to consider how to combine their own advantages in these universal products to do a better product of the same kind.

Third, the next founder by comparing with his hometown of special snacks, to find a most suitable product, first of all, Shaanxi snacks are very many, such as mutton bun, potato powder, gourd head, stick chicken, soup dumplings and so on, but many of these snacks are just locals like, once out of Shaanxi is not in line with the public taste, So several founders after several rounds of screening finally put the eyes on the meat folder bun body. Meat sandwich is the characteristic and universal product of Shaanxi, it is a way that they can try.

Of course, the choice of meat is not only because the founder of his hometown familiar with the reasons, which also has a desire to bring home products to the general public aspirations in the inside. And this research process is the most pure product line of the first practice.

2, research and development and beta

Development：

When several founders focused their attention on the meat sandwich, the first position is resolved, but the second position also followed, after all, learned from Shaanxi meat Pinch steamed bun production method can only let Shaanxi people like it, but not to everyone like, and this is the product manager needs to consider the problem, The so-called product is to make most people satisfied with the 10, as long as there are 7 to 9 people say like, that is the success of the design.

Meng know that to make the same taste as the chef to make a meat clip is not the biggest problem, the biggest problem is how to make this product outside Shaanxi people like, so a few founders spent half a year of time is not used in learning, more is used in the product of the inside, the Meat folder steamed bun to upgrade, So as to preserve the characteristic taste of Shaanxi, and can make most people satisfied, but also in the production process to do a lot of optimization, but also to consider how to ensure that the oven can also make and traditional production of the same crisp dough taste, and so on, which requires the team to redesign the entire process, and personally develop the oven equipment.

At the same time, in the meat of the development of the bun itself, in the number of salt, cut the amount of meat, the thickness of the bun, the diameter of the bun and so on design, the founder together with a set of calculation formula, each through fine fine-tuning to adjust the taste, and through user feedback for the taste This approach may be related to the founder's background, there are two founders have been in Baidu, have been a senior engineer, the nature of the search engine is a set of calculation formulas, and algorithmic engineers is through the constant adjustment of variables to control the quality of the site rankings, and this fine-tuning needs to be carried out every day, and

The founder told me that the research and development of a meat-sandwiched bun is no less than a search engine. And this use of formula to make meat pinch bun, on the one hand is their painstaking efforts to create, but on the other hand, is also very grateful to the big companies such as Baidu to bring their vision and pattern, can so cross-border.

The founders spent half a year basically on research and development, of course, do products are known to do product design is the most taboo is to be self-centered and ignore the real user needs, what they want as users want, so the process of research and development needs to test, and then continue to improve the iteration. Here is the test section.

Test:

Beta Beta1.0, tester for 10 people, and constantly bake repeatedly taste taste, and then constantly change the composition of staff (relatives and friends), repeatedly testing the taste.

Beta Beta2.0, testing staff of about 20 people, and constantly expand the scope of the tester.

Inside Beta3.0, tester for 30 people, began in Beijing Street School and other random pull people to taste.

Inside Beta4.0, this is the final version of the test, the team held a final test, located in Tsinghua, testing staff of 100 people, and finally determined that the majority of the 100 people are very satisfied with the taste.

Of course Meng in the test did not say very specific, but I believe that based on product testing ideas, they will certainly test the sample range of the characteristics of the selection, male, female, age and so on reference dimensions for their products to consider.

Official 1.0: Five opening, the same day, the user's team seems to be a growing rope, the head was cut off after the tail will not stop growing, during the sale has been maintained fixed length.

3, continuous iteration

Meng told us that they are still demanding on the optimization process, and that the team's rules of action are small steps, fast iterations, and are still underway. Meng as the founder of these days, the average time of work nearly 20 hours a day, 9 team meetings, and constantly discuss how to better optimize the process, such as how to cut the meat more quickly, in the collection of links to enable users to pay more quickly, How to make a long line of users have a better mood and so on in their consideration.

All internet companies don't have a good thing just like the product, it has to be constantly adjusted so that the results of the more optimized are presented to the user, so that users only need to get the most optimized results, but actually pay a large group of engineers, product managers, designers, interaction designers, and so the results of a concerted effort. Meng meat clip also so, users queued to buy meat from the whole process of the bun, is the team together to get through and optimize the results of each link, and from the process to taste still in the continuous optimization, expect them to give us more performance.

4, the ultimate and feelings

In fact, from the research and development to the test and then to the iteration is the team's pursuit of the ultimate performance, but there is a particular detail in this I moved, Meng said that the ordinary meat and steamed bread vendors are taking a bad plastic bag for you to install, such user experience is poor, so only they are wrapped in paper bags, and is imported safety materials. Instead of wrapping them in paper, they want to do something even more extreme, and their paper is still able to get through the oil, so the user experience still can't satisfy Meng, so they are looking for a mesh that can penetrate the water molecule but not through the oil molecule, And if they can't find it, they're probably looking for cooperation. Specially developed such a paper bag, not only to ensure the safety of food, but also to achieve the results of optimization.

Yes, just for a paper bag can do so, for the user experience at all costs, then more can imagine their meat folder is what kind of extreme.

In addition to the extreme, the founders have the kind of feelings learned from the big companies, to do, it is necessary to do so that all can use the product, so in the pricing they will be the price of meat sandwich is cheaper than Shaanxi Local, a five at the junction of the meat shop, under various pressures, they still insist on selling only 7 yuan, For the hope that more people will be able to taste the products they do, while making money is second.

In addition, Meng also told us about the opening of the shop in just 8 days to meet the two pieces of their team is also greatly touched by things, the first thing is that there are two friends in Hunan special warping class and then from Shandong do Gao Tielai Beijing to eat their meat sandwich, after eating they are very happy, and then do the subway from Beijing back to Hunan. The second thing is that a friend in New Zealand saw their story, share the story to his parents in Beijing, and let his parents to buy meat sandwich, and the day two old people came a little late at noon did not buy, and then sat there until 4 o'clock in the afternoon opened to buy, bought after eating back, also very happy.

Meng regrets that their meat folder steamed bun Absolutely dare not to claim what the top food, if the food itself is not so attracted to them, and they certainly not to eat a meat folder steamed bun, but for some kind of common ideal.

1, the product is the marketing

Many people will think they are an "internet thinker" who is adept at manipulating marketing and dying of fire, and that's why they don't really know their products. I've had this idea more or less before interviewing them, but when I really knew how they made the product, at least I was in awe.

In the definition of Meng, is always the product first, marketing second. They believe that a truly good product has the ability to propagate itself, and that users are involved in the same way as tornadoes. It was really an accident that the Chinese youth reported at first, and then they were in the micro-blog and the Circle of Friends is a real fire. But a few founders have been very abstemious on the marketing thing, in the beginning of the shop there are many media to rush to report their time is refused attitude, just hope to be able to at the beginning of the product can be done on the line, hoping to spend more time on the product, It is also until the current stability of the production process has some time to accept a part of the interview, and now there are television stations ready to interview them, and Youku is also preparing for their video.

But they did not mention these things, just buried in the product, enough to be seen how low-key.

2, 40-person think tank

Of course, Meng said it is not that they do not pay attention to marketing, marketing since they put to the second strategic position, it shows that they attach importance to marketing, they actually in marketing also spent a lot of Kung fu, here is going to mention 40 people think tank things.

Around the three founders, relying on the connections they had built up in the big companies, there were about 40 core foreign-aid think-tanks to advise them, including the CEOs of big companies, small companies, and award-winning writers ... Around them are the first level of excellent network resources, so that they have sufficient resources in the planning of reserves.

The article "Why I quit my job to sell meat and buns", which they fire in their micro-trust circles, comes from a gifted screenwriter and their three marketing strategies under the article: "1, open for free." 2, Internet company people eat for free. 3, share the point of praise free to send. "The marketing strategy behind not only their team's discussion and decision-making, but also have the experience of the expert in the back for their guidance."

Their think tank model reminds me of the original ROM design of millet, is that how to push through with the ability of a fan to do it? And with such a group of top think tanks helping them, maybe fire is taken for granted.

The team is also very grateful to these Internet companies to bring their accumulation, so the opening, all with NetEase Sohu Baidu Tencent Ali employee card colleagues can be exempted from single, which in a sense is also a kind of Thanksgiving bar.

Meng finally said, after graduating should go to Baidu, Tencent such a large company, to obtain real experience, to go there you just know what you want, but also have the opportunity to contact excellent like-minded talents. In fact, the company and the school are all circles, circle the experience and resources you want.

Rome Rome, Meng, and the other two founders of what they learned in bat, let them have today and sincerely bless them.

Final conclusion:

Maybe it's because of the conversation. So Meng also revealed that they are in fact not a bit of cooking will only do the meat folder steamed bun things attracted us to laugh together, and he also revealed that he insists on drawing a hobby, but also play some instruments, ostensibly an engineer, in essence or an artist ...

I feel very fortunate to be able to chat with such people and learn a lot from him. I anticipate that there will be more and more cross-border products like Meng to use real products in the Internet company thinking, to down-to-earth transformation and optimization of the original traditional industries, will upgrade, let us see a more different world.

"It is in itself the greatest significance to show you the larger world," Meng in his micro-letter signature. ”。

Yes, we all run in the pursuit of meaning, because we all believe that the world must be more than just the way it is.

Master XI Meat Sandwich public number: "Young Master Meat folder bun." My personal public number: "Lead speaker". Because of the infection by this interview, so now made a decision, if the start-up companies need, welcome to me to interview.