Rauschecker: How to make a 200 million dollar worth of female health apps in two years

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

I black Horse Note: June 5, 2014, Women's Health management app? announced the completion of the C round of financing, the amount of 30 million U.S. dollars, by the strategic source of investment, Sequoia Capital and Bertelsmann to vote. After this round of financing, aunt is valued about 200 million dollars. Just 2.5 of the time, the aunt has accumulated 100 million of the download volume, 50 million registered users, 30 million active users.

The founder of Rauschecker is just 28 years old this year, but has been in business for 5 years and has experienced 8 entrepreneurial projects. The age of mobile internet is a time to try and make mistakes quickly, but the key is whether you can accumulate quickly after you try to make mistakes. 85 after the entrepreneur Rauschecker, the deduction of a more and more brave entrepreneurial story.

1986-Born Rauschecker, is the entrepreneurial circle of the rich second-generation, his father is a listed company in Guizhou Hongyu Pharmaceutical founder, but Rauschecker to this identity is not taboo, because he thought he did not enjoy a few days rich second generation of life.

"My father is an intellectual, that time not to make money, he was a college assistant before starting a business, and then slowly do the university teacher, and then use their own medicine to venture out." In fact, my family in my 12 years old began to really rich, had been very poor. ”

Rauschecker as a child had to go to his father just started factory helper, to the senior three went to Canada, where the university. Family's strict tutor, has been let rauschecker "self-reliance", he graduated in Canada after two years of work, the room is his own rental, the car is their own wages to buy.

"Because my childhood is poor, my subconscious has always felt that there is no money at home, nor the habit of asking for money at home." ”

When he returned home to start a business, also do not intend to use the relationship between the family, their own savings in the money Wangjing rented a dwelling began to venture.

"My parents support me to start a business, but the company's board wants me back." They discuss that our board gives you 500,000, this as your start-up seed fund, but the condition is that the 500,000 run out, you do not do it, you come back to take over. I do not want their money, once you start using other people's things, there will be commitment and pay, I thought my own money spent still can earn. Many people think I am crazy, the family has a Rolls-Royce does not sit, it is necessary to crowded bus in Beijing. ”

But entrepreneurship is not smooth sailing, Rauschecker said: "In great aunt, the previous projects have failed, there is nothing to be taboo." I did too many attempts, diabetes community, Chinese Medicine massage, weight loss community, Chinese Medicine Fitness, health quiz, medical sales personnel out of position system-these six are related to health care. There are two is not relevant, is outsourcing, one is the high-end membership card system, there is a taxi software. ”

From July 2009 to November 2011, Rauschecker in the area of health to try 6 entrepreneurial projects-all failed. They earn some money by outsourcing projects.

Rauschecker, who worked in Canada for two years in 2009, went back to his primary school classmate as a partner, and began his first venture project, the diabetes community, in a residential home in Wangjing. In the PC end of the community, because of the low base of diabetes, and to do not use the Internet for the elderly, hard to do a year, only accumulated 10,000 users, Rauschecker decisively gave up.

Drawing on the first venture, "cut into the population base too small" problem, Rauschecker decided to do a large user base in the area of health community-lose weight. Because of modern society, more than 60% people have the worry of weight loss.

The weight-loss community is still on the PC side, and Rauschecker first tried to use tools to serve the community, allowing users to input daily data such as dietary campaigns, and then feedback a sports diet that paid users can get one-on-one professional guidance.

The weight-loss community quickly accumulated 10,000 users, but Rauschecker found himself "not aware of the problem of weight loss people", weight loss is very "heavy" behavior, but the weight loss community only provide information is unable to let users pay action, "Human nature is lazy, you can not say to provide a run three km of information, others will run three kilometers." Rauschecker found his weight-loss community, and could not solve any real problems of the weight loss population, he wanted to solve the problem is too "heavy".

Rauschecker said: "The internet is looking at the active degree, health to see the resolution, the previous product I two things have not done." I did not help users to complete the weight loss, I have no word of mouth, when I help you do one thing, even if it is trivial, will have spread. It is very difficult to help people solve their health problems through information, it is difficult for you to get a good reputation. ”

Rauschecker's first mistake was basically the same as starting an entrepreneur in the Internet field-blindly seeking what is called "just need." Simply think that information is just needed, health is also just needed, two of things abruptly stuffed together.

Rauschecker a rethink of his top two projects: "There is a huge gap between health and information services", and the key to health problems is "resolution", and simply providing information is not enough to solve health problems.

After thinking about it, he decided to cut it in another way, "not medical, not health," "Light health." It is light to usable, use will be better, but it can slowly precipitation data, slowly let users rely on you. ”

At this point, Rauschecker began to try the ' light health ' product model.

Rauschecker that his "slightly feel a little bit right" product is "light inquiry", "light interrogation" is grafted on Sina Weibo medical question and answer product. At that time, light interrogation to the Butt doctor's question and answer mode, to solve the user's some health counseling needs, soon "light inquiry" on the accumulation of 300,000 of users. This is the largest number of users since Rauschecker made the product.

Although this product, the information and mildly solve the health problem of the model to pass, let Rauschecker accumulated a large number of users, but Rauschecker found that the active degree is a big problem.

"One morning I found 300,000 registered users, active users only two people, I fell apart", Rauschecker found that the consultation is not actually a person's daily health needs of things, users basically have to use a very long time, he decided to start doing new "light health" products, do a People's daily use, Have a high degree of active health products.

He later moved closer to the health of everyday life and made a "click where" to help people find a massage regimen, but "where" is still developing slowly.

At that time Rauschecker more confused, take part in some offline entrepreneurship discussion salon. In July 2011, rauschecker with his own project to participate in the "it Longmen", his project was shot a lot of bricks, but also let him understand that "in the Internet to do health, rather than using the Internet method to do health."

Rauschecker began to think with a real internet approach. Make it clear that you want to do a "frequently used, and can solve the problem of products, active products." After the two months Rauschecker and the team discussed the "great aunt" the initial model, Rauschecker decided to use the Internet to play, "like QQ, find a point cut, like a needle into a field, and then find ways to expand." Rauschecker decided to start with women's worries every month. "This has the user activity (at least once a month), but also in line with their" light health "concept (through recording physiological cycle can really solve some of the pregnancy calculation, menstrual cycle calculation and other small problems, resulting in user precipitation and Word-of-mouth transmission).

In the first half of 2014, does big aunt help 750,000 girls to get pregnant successfully. (refers to the use of the software record ovulation or record temperature, and open the "pregnancy mode" of the user, until menstruation stopped began to conceive children. )

(I black Horse Note: 750,000 people, according to the Chinese newborn 16 million proportion of the year, about 5% of the newborn and the tools related to aunt, this is not only Rauschecker stressed that "solve the small health problems, at the same time can accumulate user data and Word-of-mouth." )

My aunt? Six months after the online, the rapid accumulation of 1 million of users. And as of this June, do you have accumulated 100 million of the download volume, 50 million registered users, 30 million months active users.

How does a tool get to the community, and what is the relationship?

Rauschecker summed up the experience is: "We from the very small head into, and then have the opportunity to break a big hole." ”

2012 he wrote a "tool plus community of ice-breaking trip", describing how the primary development of the old aunt how to shape. Rauschecker think "In this thing is here, not in this thing it sooner or later have to go"--the tool is the beginner of the aunt.

"First of all, do a health software, you want to know what the girl downloads it beginner." Must be a dirty pants, or do not remember their own cycle, worry about their own pregnancy, or want to go to pregnancy monitoring their ovulation cycle, or want to contraception, because of these reasons, if they have access to the channel to know aunt, she will go to download. I think this is the cause. This software is already here, when you do this thing to the extreme, is the most fundamental problem. ”

The community is "secular"

"' Earthly ' things are born and die, and there is always a cycle-the community is the world, the thing that is attached to the" beginner "tool. Now that there are so many social products, why do users come to the society? ”

"For example, a lot of problems can not be achieved through tools, such as the girl's recent menstrual age, she looked at the tool worried, want to find someone to communicate." About menstruation, pregnancy, and even sexually transmitted diseases, girls dare not say in other social networks, even bad to friends around, said, we have to find a channel for her. We want to create a place where women's health needs are nowhere to go, tools and communities that are actually solving the problems that come together and they naturally ferment. ”

is not a small

Mobile internet speaks of traffic, retention rates, and the deposition of social relationships. In Rauschecker's plan, the present aunt is only the primary stage of his female health. He hopes to solve the light problem first, accumulate word-of-mouth and user volume, to fix the investment, and then gradually penetrate into the female health field. In an interview, Rauschecker demonstrated a companion to the app's smart hardware, which detects the intensity of ultraviolet light and gives female users a guide to skin whitening. My aunt? In the future, I am afraid to introduce more tools for women's health.

Rauschecker's micro-letter, in the name behind the "rhythm of the most important" five characters. Rauschecker that his goal is not the community, but the first day of business to think of the good-"do the Internet health care services."

Rauschecker said: "This road is very scary, very long, but we think that this is a greater opportunity in the future, rather than put today we have to do a lot of traffic and users to do the game, the electricity business so simple commercialization." This will prematurely drain the market's patience. Out of 100 points, I think we've only scored 30 points. ”

Rauschecker in the interview handed me a black horse toothpaste, which he and his father research new health products, he was very excited to introduce "this ointment can be directly edible, especially healthy ..." Rauschecker said he particularly likes to work with his family on a variety of health products, and in the future will join hands with his father to launch some female health products.

On Rauschecker, persistent is not the Internet, nor the mobile community, not even entrepreneurship, but to do "health care" idea, this is the reason for rauschecker at the beginning of detours "in the Internet to do health, rather than using the Internet to do health," Rauschecker began to be too obsessed with health, But now he's finally learning to use the logic of full Internet to do things.

But clinging to health services itself is also the reason for the future rauschecker may go further.