Industry tracking Canvas and Auction Analysis canvas

If you decide to do a product, then analysis of this product in the industry and the development of the situation is very necessary. We need to know the specific situation of this industry, so that the positioning of our products, products in the industry to a large extent determines the final development of the product.

Do industry analysis, we should focus on the following issues: industry is chaoyang industry or sunset industry? is the market the Red Sea or the blue sea? The industry has undergone several developments, what are the major turning points? Are there trends in technological change? What new trends can lead to industry change?

Industry tracking Canvas

The ultimate goal of industry analysis is to have a good understanding of the industry and to be able to forecast the trend of the next 1-3 years. In order to more standardized and systematic industry analysis, we introduced the concept of industry tracking canvas, a complete industry analysis canvas should contain the following indicators:

A. Industry development and change

B. Major turning points

C. Impact of technological change

Industry tracking Canvas has a horizontal timeline, a section on the upper side of the timeline, divided from left to right to several development stages. The lower side of the timeline has several axes that are parallel to the timeline, and each axis represents a different external condition.

Below we take the SNS industry as an example, to explain how to use the industry tracking canvas.

STEP1, we first need to determine the scope of the timeline. We need to find the starting point of the timeline, the first SNS site was founded in 1999 Chinaren, so we will be 1999 as the beginning of the timeline.

STEP2, we want to present the representative products that appear in 1999 to the timeline. and labeling the development of major products.

STEP3, we enumerate the important external conditions and mark the major changes on the timeline.

STEP4, combining all the conditions for comprehensive analysis, the development of the industry is divided into different stages. STEP5, according to the changes in external conditions, forecast 1-3 years of industry development.

From the industry tracking canvas, we can see that SNS has gone through four stages in China:

In the ~2005 of 1999, the Internet was only tens of millions of, and computer hardware and internet tariffs were expensive. Only by the end of 2005, 51.com and the emergence of the net, the industry appears to be alive.

2005 ~2010 Year is the development and outbreak period, this stage the number of Chinese netizens rapid expansion, computer hardware rapid price reduction, Internet tariffs, the rapid development of the network at this stage, accumulated over billion users.

The 2010 ~2012 was the mobile internet era, with the iphone and Android smartphone shipments surging since 2010, while mobile internet tariffs slashed and mobile users grew from 100 million to 400 million. Mobile SNS users grow rapidly. With the use of mobile Internet characteristics (call, LBS, mobile, etc.), 2011 before and after the introduction of rice chat, micro-letter, MO, and so have accumulated tens of millions of users to hundreds of millions of.

Advantages of Industry Tracking canvas:

The industry tracking canvas allows us to analyze industry trends from any dimension or cross section at any time. For example:

It is clear from the above that with the advent of the iphone and Android smartphones, as well as mobile internet tariffs, the size of mobile phone users began to develop at the end of 2009, the 2010 into the outbreak period, the user size reached 300 million. If you enter the mobile Internet industry before and after 2010, it is the best time to cultivate users and take investment.

From the above picture can also see a trend, since 2012, the size of mobile internet users has been similar to the size of the PC netizens, coupled with the "cloud" concept of the popular, for many products to open up a platform for seamless service is a top priority.

In addition, compared to desktop computers, mobile phones are the most characteristic of mobility, so when the 2009 advent of lbs (Location Based

Services), we are aware that lbs will revolutionize some products, such as maps. And many other products can also use LBS to optimize their service experience.

Summary: There are a lot of articles on the Internet to predict the industry, and even some content of the view is full of contradictions. Using the industry tracking canvas allows us to have a clear grasp of the general direction. After finishing the industry analysis, we have to conduct competitive product analysis in conjunction with the products we are going to do.

Competitive Analysis

Competitive analysis refers to the analysis of the competition with you to form the product, learning its advantages to make up for their own product deficiencies. In order to succeed in a product, in-depth competition analysis is necessary to do the homework. The analysis of competitive goods mainly has the following functions:

1. Learn from the industry benchmarking:

For a new product, if the industry has a mature product, the product for the full deconstruction of the research industry, products, the most convenient shortcut.

2. Understand the user needs from the side:

In addition to the direct study of users, the tracking analysis of competitors can let us from another dimension to understand the needs of users, we make more reasonable decision.

3. Analyze the development of the industry and accurately position yourself:

For example, if our product has 1 million users, several of our competitors are also 1 million users, indicating that the industry is still developing a user period. If the last six months, our product users from 1 million to 10 million, and competitors are the same situation, indicating that the entire industry is in a breakout period, is the industry explosion led to the growth of users. If our products have 1 million users, but one of our competitors to reach tens of millions of users, indicating that the industry has passed the user training period, and our products are far behind.

Misunderstandings in the analysis of competitive goods

1. Analysis of products that produce direct competition only:

Analysis we often fall into a misunderstanding in the competitive analysis, that is, and we form a direct competition (the same as our form) of the product analysis, and do not pay attention to the indirect formation of competition relations opponents.

I have a friend who makes electronic payments, and their company is going to develop a product that uses mobile phones for electronic payment. Their applications need to be matched with a hardware card reader to use. When they do their bidding analysis, they think their products are superior to Lakara products in terms of price, size, speed and so on. So think the market and user response will be very good. I don't know if their product will be successful in the end, but they made a mistake in the auction analysis-no analysis of potential competitors.

First of all, use their products need to have a smartphone, need to be able to connect to the network, need to install the corresponding app, need to buy supporting hardware. And their target audience is young people who are skilled in using the Internet--people who make money transfers that are typically for online shopping--and those who are accustomed to online shopping usually have Alipay accounts. For these people, it is more convenient and safer to use Alipay to transfer money.

When they conduct competitive analysis, they should include traditional payment, network payment and mobile payment as potential competitors into the competitive analysis system, because in essence they rob users with these kinds of payment methods, not just compete with similar Lakara.

2. Simple Functional Indicator Analysis:

In the competitive product analysis, it is often easy to go into a misunderstanding, too concerned about the function of comparison, to the end of the "others have we must have", we learn from each other (plagiarism), once a product added to the new features, other products are swarming like the same function-the final product from the user needs, Become more and more bloated. We often hear similar conversations:

Researcher: Why do we have to add this function?

Product Manager: Other products have this function, so we also want to have!

To the product personnel, we are making the product, but to the user, they are using our service. They care about who provides the services more in place and can better meet their needs rather than who has the most functionality. We do competitive analysis, more in order to understand the situation of similar products, as for our own products should be, or to be based on user needs--around user goals and behavior of product design.

3. Sliced Competition Analysis:

At present, everyone in the analysis of the competition, is generally a period of time (weekly, monthly) for competitive products to carry out a comparative analysis. If you do more professionally, you will add some metrics to your customer satisfaction. However, this product is only for the same time all competitive products for slicing analysis, not to each product for separate tracking analysis, is a fragmented analysis method.

Competitive Analysis Canvas

In order to better carry out the dynamic and comprehensive competition analysis, we have introduced the concept of "competitive analysis canvas": The analysis canvas can be regarded as the refinement and extension of the industry analysis canvas. The Competition Analysis Canvas is an analysis of competing items from a smaller particle angle. A complete competition analysis canvas should contain the following metrics:

1. External changes:

Only the most important trends are presented in the competing analysis canvas, and detailed industry conditions are typically presented separately using the industry tracking canvas.

2. Direct competing goods:

The function change and version update of the direct competition product.

3. Indirect competing goods:

The function of indirect competition, the change of version. Do the analysis of the competition, in addition to staring at direct competitors, but also pay attention to some indirect products, because it is likely that your product is in with other types of products to preempt users.

For each competitive product, the following aspects should be analyzed:

Functional changes:

The time of each version update and the functionality changes that are brought by each version update.

Number of users:

The number of users changes, the user's active situation.

Experience Change:

The experience changes that are brought by each version update.

Changes in user satisfaction:

Changes in the degree of subjective satisfaction of the user for each version update.

Different periods, everyone's expectations of the function and experience is not the same, such as the 2000 before and after, there is a colorful mobile phone, we are very satisfied; Around 2007, Nokia's Symbian Smart machine is the object of the pursuit of everyone; in 2007, the iphone became a goal for everyone- This is why the competitive analysis of the canvas is more valuable reason, he can let you from macro to micro have a whole concept.

Changes in functional importance:

Changes in the importance of each function throughout the product.

When the internet charges expensive, who can save more traffic, who has more access to users. It is likely that your overall experience of the product is lower than that of similar products, but can save a lot of power, users will choose your products. But once the Internet tariffs have been slashed and users are less concerned about traffic, it is possible that users will instead opt for more aesthetically pleasing products.

Use of competitive analysis canvas:

When the competitive analysis canvas is drawn, we can visually and visually view the development of any product, and can also take any point of time as cross section, and compare and analyze multiple competitive products. Try to put the competing analysis canvas to a conspicuous place as much as possible so that you can analyze competitive products anytime, anywhere.

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