Three things to figure out before moving Internet products to the elderly

Hear the White Crow to do the old man mobile phone, I am very pleased to have more entrepreneurs focus on the elderly field. The last item in our car escape team is the family SNS community that serves the elderly, although it has failed a lot, but I am very willing to reveal my scars and share our experiences and lessons. First of all, I would like to say that, whether it is to do the elderly mobile phone, the elderly community, or even intelligent hearing aids, must always remember that entrepreneurship can not be carried away by passion and ideals, this is the mother is always a business. No matter how great you do, how moving, you are in the operation of a business, not charity, the profit model is facing the elderly products of the huge problem, this problem does not solve, products do good is the martyrs, do not good as we do, cannon fodder. It and the Internet for the elderly field is a piece of blue sea, this is our parents before the home by the imagination of the conclusion. After entering we found that this is the blue sea, this is a desert, ruthless more normal world of thinking and rules are no use, as if suddenly from the Earth to Mars, gravity is not the same. This is not only because the old people this group and the young people's habits and habits of use itself is very different, but also because the differences between the old people are very large, this is the historical background of this generation decided. I give a simple example, some old people can play QQ hard ripe, but also on the photographic forum to show their works, while some are not literate, you say you this product how to do? So, then we summed up why the failure, we think that we do in three big things too bad, or even did not seriously do, but in such things as user experience, product icons and other trivial matters repeatedly force, resulting in a lot of team did not work hard, failure from the beginning is doomed. If we are not in a hurry to produce products, but first three big things to understand, may be the result of a ruthless difference. These three events are: User positioning, customer positioning, just need. User orientation we thought at that time, this is not simple, a word, facing the elderly, finished. Then we found out how stupid we were. Because of the huge differences within the elderly group, this user positioning must be very carefully and carefully investigate to make a conclusion, according to the parameters, to select the largest group of their own, product promotion The easiest type of talent line. I casually say some parameters, such as approximate age, sex, marital status, retirement status, health status, children's living status, family wealth, education, it products and Internet use, network dependence, the proportion of household expenses. If you ask me now for the user orientation of the products for the middle-aged and elderly, I will not repeat the naïve words of the 40-70-year-old middle-aged and elderly. I would say, for example, 50 years of age, good health, have retired or half retire, spare time ruthless many, children usually not around, the family financial situation is good, happy to accept new things, daily average of more than 1 hours online, willing to learn, willing to communicate with people, pinyin can type, but also in the browser upload pictures of aunts and uncles. You stay out of it. How many people will end up in this group, at least firstSift through it, or you'll run into a wall when you make a product. In a moment, you'll think, "is this the symbol of this icon that they understand?" "And then you're going to think," I'm afraid they won't use the upload button. Then you'll be stuck in an endless network of basic technological innovations in the whirlpool, you will want to change the browser, transform the operating system, and even change the keyboard and mouse, yes, you will find all the technology is with your users to do, because your user is a piece of white paper, Nothing, and now all the technical implementation is too complicated for them, the young people do not want to think of the operation can not be used, they can not very easy to teach them will forget, and finally thank goodness they finally learned, ah, then their computer poisoning. Yes, you do not laugh, is poisoned, still can't open your website, you say how do you do? Therefore, the first step must be very clear to the user positioning, so that not only to make the team's goals clearer, but also to avoid the subsequent malicious more to their own trip to the place. Customer orientation is where your income comes from. Sell equipment, sell advertising, sell space, you love to sell anything, but must think clearly who is the money, this is to do the middle and old areas the most challenging and most skilled place. Are you going to let the old people pay for themselves, or do you want to make money for their children? If the previous step of user positioning directly affects the product strategy, then this step is the positioning of the marketing strategy. For example, you do the elderly mobile phone, children propaganda, hope that children bought to parents, that is bound to take a variety of holiday routes, with the brain platinum is a routine, you can reach the brain platinum brainwashing level of 60%, you this mobile phone must have a market, at least can also like the PU advertising business through mobile phone as ruthless good to feed the entire team. But in this way, your propaganda can not be a technical language, because all you to the children of the function of the point of propaganda to parents will eventually be relayed: "Mom, I give you a mobile phone, now there is a XX mobile phone, can xxx, but also yyy, but also to zzz." "35-Year-old children to send 60-year-old parents things, I am afraid will not like 35-year-old parents to send a 10-year-old child to buy things as a gift and surprise, children are usually asked to ask their parents advice, you think the above problem parents will answer it?" I think nothing but a few: 1, "I now this mobile phone is very good, do not have to buy me a new, new I also use, you keep money to eat more good, do not old overtime to eat takeout, pay attention to the body." "2," This phone is so good? How much will it cost? "3," buy what mobile phone ah, do not buy, we open the card to send a mobile phone, I now this is sent, save 500 of the bill, monthly return money, not satisfied with the return to him to get some money for a better, do not buy, not worth "4," when you buy the iphone 5? You bought the iphone 5 to get your iphone 4 out of your hands? I'm good at playing chess with Lao Wang. "5," "Good, you buy, you buy what I use" ... I bet there's a 5th of these 5 kinds of answers.is far less likely than the first 4. You can disagree, you can go to research, but I can tell you that older people are very unwilling to change the status quo, and change means to them to learn, to adapt, to start again, so don't blame them for not being willing to try something new, when you have lived three-fourths of life, After more than half a century of industrial age, what you most want to do is not likely to be in the digital world All day long. Therefore, the customer positioning decision marketing strategy, and marketing strategy is a part of the whole product, do not think of marketing strategy as a product out of how to promote the problem, not, it is part of the product, complete, indivisible part, or even directly determine what the product should be. For example, if I had to do the old man's cell phone, I'm not going to do my own hardware. Selling mobile phones, I will do the ROM and even the iphone transformation, specifically to face the children out of the smart phone, so that children brush the ROM after the parents to use, so that parents do not spend a penny will be able to enjoy the convenience of smartphones, so, How can parents not accept it? Just need to say in front of the user positioning and customer positioning, user positioning decision product strategy, customer positioning decision marketing strategy, these are virtual, ultimately you have to implement to the product specific what is the problem, this is just need to solve the problem. Must grasp the first need of the middle-aged and old! Just need it! Just need it! Just need this word no matter tens of thousands of times is not excessive, whether can grasp just need to look before you to the precise level of user positioning, as long as the user positioning in place, seize this kind of user's just need is not difficult, the rest is how you play it and the Internet's expertise to help them solve these needs. Just need is always a very obvious problem, can find only with you enough to know about the user, and your IQ is irrelevant, you sit in the office racking your brains out of the just need that will never be just need. I give an improper example, I am riding a bicycle to work, winter cold hand, I must buy gloves, I may be cold legs, to buy warm knee pads. If you are a car, leather seat electric heating, I'm afraid you are in the office is hard to come up with a bicycle plush set this market segment, even if you think for a long time finally a pat thigh yell I think out of this idea is really very good I am a genius ah hahaha, the result is also go out casually find a bicycle shop to see, People are already selling all over the street. What I mean by that is, we do it and the Internet is easy to be their enthusiasm and technical ability to be moved, but your enthusiasm and technical ability in front of the user needs ruthless may be insignificant, or even the road, what you can do is not important, it is important that users need you to do. Why did we finally give up mom and dad's house? It's not that we don't have the ability to continue to transform our parents ' homes (though the version is really bad now), but we found that really want to do something for the middle-aged and elderly users, rather than do digital products or community websites, and so on, it might as well open a medical center that can take care of other parents as their parents.It makes sense, and it earns a lot of money. You as a child, you do not spend a little money every year to give parents a complete physical examination, you are OK? Conversely think, take physical examination this matter with the old person mobile phone a ratio, the image of the old person mobile phone suddenly weak burst. This is just the force needed, but also we finally gave up the cause of parents home. Whether it is in the field of the elderly or other areas, the most sad thing about the entrepreneur is to think of their own needs as just need to push to the user, which is also a very stupid mistake we made before. For example, you are designing old people's mobile phones, you may feel that remote help, home sharing, location for help, handwriting + voice input, integration 116114/12580 of services, etc. are just needed, you will feel that these features are very useful, how did not have a mobile phone before, I am a genius, The product comes out absolutely popular with the old people ... well, what happens? I have a very skeptical attitude, I don't think these are just needed, the reason is very simple, now the mobile phone although not these functions or do not good enough, but now the elderly people are also very good ah, using mobile phone is also very smooth ah, at most only in some function or situation of a slight inconvenience. Do you want to create the same myth in the Old World as the Apple iphone in the young? Well, it's not impossible, but you have to know that the pursuit of fashionable digital products itself is young people's just need. The old man's just need is definitely not here, but where is it? Do not know, we need to enter the middle of the elderly, standing in the perspective of the elderly to find. Full text end, thanks for reading. Best wishes to the white Jay this time in the middle and old areas of the attempt to bear fruit, so that our parents can easily enjoy the convenience of technological development. By the way, my mom uses the iphone, my dad uses a Nokia straight machine, and if the next car escapes a lot of money, I'm going to give my current iphone to my dad and I'll buy an iphone 5. Android Old man machine? At least I won't buy it. I want my dad to say, "Look, the iphone was given to me by my son." "And not" you see how well my Android machine works, "I think, my dad would have thought.