To help you understand the "mantra" of the product manager.

If you are a designer, the person you most often contact with in the company, must be the product manager. Then you're bound to have this problem: Product managers often say words that we don't understand, or that we can only understand. You must want to know what those words mean. This article has sorted out some of the author has heard, once confused, now understand those the so-called "professional terminology", one of this is also known as industry knowledge, for everyone to exchange, and this is also to do a note for themselves, this is my original intention to create this blog --Learn notes. If there is a wrong place in the article; or you know the common language of other product managers, there is nothing here, or if you are not sure about the "words" you want to know, you can respond directly to my dot com blog "child", which I will add in later updates.

As a learning process, the knowledge must be constantly accumulating, a one-time write, can only write a little, write a little, constantly updated. So, if you are in other platforms, or dot network of other blogs to see this article reproduced, welcome to point dot net light blog "Child" (http://tonghuashuo.diandian.com/) to see the latest version of the original, I will not regularly updated, I Promise.

1 difference between PD and PM

PD (product Director) is the production manager, PM (project manager) is the program manager, is the manager, but the job is not the same, this is some first into the workplace people often confused two concepts (in fact, I have not been clear).

"Internet product managers are usually responsible for managing and marketing existing Internet products and developing new products," he said. ”

--"Networking" second edition, Jian

"The project manager is responsible for quality, safety, schedule, cost management, overall improve project management level, within the budget to lead the project team on time and quality to complete all project work content, and customer satisfaction." ”

--Excerpt from "Baidu Encyclopedia"

Simply put: The product manager is responsible for the operation of the product and the project manager is responsible for the product's resources. They work together to create their own contributions to quality products from different aspects.

The product manager does not necessarily have project management experience, he considers more why to do and what to do, for how to put the product idea landed well, probably not an expert. The project manager is the expert who uses limited resources to make things happen within the deadline, and he is only responsible for the project. He is responsible for the planning, execution and acceptance of the project and is not responsible for the whole product.

2 Blue ocean and Red Sea

The so-called blue Sea, refers to the unknown market space, that has not yet been involved, or only a very small number of people involved in and has not made much success in the market. Such a market, if successful entry, it will be an excellent period, because during this time you are in absolute monopoly, until your competitors catch up. Doing your core business and being differentiated can help you extend your blue sea time as much as possible to ensure your interests.

The so-called Red Sea, refers to the development of the relatively mature, very competitive market. Usually the new people in the Red Sea are hard to make in a short time. Unless you have a greater advantage in one area than your competitors, or if you allow investors and initial users to see your great potential, or if you have an excellent reputation in another Red Sea, now cross the border into the industry.

3) Consumer-to-consumer

Consumer-to-consumer has two kinds of meaning, one is customer to customer, client service, usually in the form of platform, a bit like intermediary or notary role, such as Taobao is a typical Consumer-to-consumer platform.

There is also a meaning, copy to China, copied to the Chinese, which is always known as the "plagiarism" behavior. In fact, from a professional point of view, in addition to patents, domain names, user databases, design elements, program source code, such as protected by law or as a trade secret by the owner of their own protection of "private resources", the world there are many public resources, due to the use of public resources caused by so-called The phenomenon is actually just unknown layman's understanding, a product is not to say that must be from head to toe each place if the new invention or design can count as original, this "reinvent the wheel" behavior is actually undesirable. Apple is not the first to invent mobile phones, Windows is not invented by Microsoft, Google did not invent a search engine, Facebook is not the first to put forward the concept of social networking, these are known as "truly innovative" companies, in fact, are not inventors, they are only in the right time to do the right thing, Integrate many of the things that were at that time as well as public resources. In fact, in this already mature world, can be "invented" things are not much, more is to improve, to do things better. Therefore, Consumer-to-consumer is not shameful, the premise is not without the brain to replicate the whole.

4 Entry Barriers

Entry barriers are worth entering a market, which depends on its own technology, cost, ownership of specific resources, and the level of development of rivals. If entry barriers are too high, such as trying to make a search engine that goes beyond Google, this is something that few people on earth can do, and if entry barriers are too low for everyone to do, that means your blue sea session will be short and you may not be able to get enough support for long-term growth.

5 Business Value

Business value refers to how a product creates value. Chivalrous, is how to make money, broadly speaking, in addition to economic value, there are social values and other forms of value. For example, many open source organizations, although they are not profitable, rely on some foundations to maintain their own operations, but they create a lot of social value. Although there is no taste of money, it is still called "commercial" value.

6) Industry

The traditional industrial division is "Agriculture-industry-service industry", corresponding to primary, secondary and tertiary industry. But Alvin Toffler a new division in the 70 's, the "manufacturing (commodity)-service-Experience Industry"

If you charge for goods and tangible things, so what you're doing is manufacturing (still goods); If you charge for your activities, you're in the service industry; you're in the experience industry only when you charge for the time you spend with your customers.

--"The Experience Economy" Joseph Pine II & James H. Gilmore

7 Platform Products

The so-called platform products, that is, through their own resource advantages to pull other products. Platform products have a strong vitality and pull ability, if successful, is often a cornerstone of a company. such as QQ, Baidu, Google, Microsoft and so on.

Platform Products The most frightening point is the "after the first to" effect. With platform products, a company can wait for the concept of competitors to have experimental results and then copy to their own platform, the use of their own user group size and reach the user's ability to quickly surpass the first hair products. A new concept is to educate users first, tell them what benefits they can bring, and then users will start experimenting, and companies that lack the platform will spend a lot of time and money at this stage. Platform products have ready-made users, but also to promote the products directly to the user.

8 Cash Cattle Products

Taurus is the product of the high profit margin, and profits accounted for a large proportion of the company's total profits, such as World of Warcraft, once occupied nine city 90% of the revenue, was the most important cash cow nine. Some platform products themselves are the largest cash cow products, such as Baidu's search, is both a platform and cash cow

9 Financing Process

An internet start-up company, if you want to take the financing route, the smooth words will be generally such a process:

Angel investment 100,000 U.S. dollars, accounting for 10%;

The first round of venture capital 1 million dollars, accounting for 20%;

The second round of venture capital 10 million dollars, accounting for 30%;

IPOs (Initial Public offering, IPO, or IPO) raise $100 million trillion.

"Tips" The difference between Angel Investment and venture capital is that angel investment mainly use their personal funds to invest, will be in the start-up phase of start-up companies to invest money, and venture capital is a professional investment company, its funds more abundant, usually do not consider 1 million dollars below the investment.

The process by which a start-up company keeps financing is essentially the process of its business developing too quickly and constantly lacking money, it needs to buy a lot of servers and bandwidth, it needs more talent and it needs to do more marketing. If money comes in, it can run fast and go all the way to the IPO, so all the investors in the middle can get high returns. Angel Investment and VCs are less interested in earning 200,000 yuan a month because they don't see the prospect of it being listed.

But not all internet companies are able to go through the IPO with money, and some small companies, VCs, and even Angel investments, are enough to keep them running well, and the days of employees and bosses are very good. This is not the time to continue financing. Because there is no particular lack of money in the direction, a as long as the money hit the user can be a geometric progression of the direction of growth.

PDD)

The PDD product design document is an important tool for connecting concepts and execution throughout the lifecycle of a product, helping the product team to reach consensus with the research and development team and senior leaders, and then identify the development plan and guide the development process.

PPD consists mainly of three types of drawings: Site map (Website architecture map), Web site Blueprint (wireframe or mockups), and Web page description table (pages Description Diagram).

The site structure chart is usually presented in the form of a mind map, which describes the structure of the entire site, and determines the number of modules and pages in the site. Some places are also called "Sitemap." When drawing the website structure chart, should pay attention to the mece principle (mutually Exclusive collectively exhaustive), the Chinese meaning is "mutually independent, completely exhausted", namely requests the classification to be clear, reduces the understanding threshold, does not duplicate, does not have the omission. You can use MindManager, OmniGraffle, Xmind, etc.

The website blueprint, also called "Interactive Design Diagram", describes the basic elements that a Web page needs to contain and its layout in this page, which is eventually perfected by a graphic interface designer (or visual designer) into an aesthetically pleasing web design. It is usually done using tools such as Axure, Visio, Fireworks, Photoshop, Balsamiq mockups, and so on. Small companies are usually directly arranged by product managers, and there will be specialized interaction designers in large companies to work together.

The Web page description table is the most "document" concept in these three categories, because it can be a Word document. It contains the elements that are required to be displayed in a Web page and the logic behind it, and does not contain the layout of these elements in the page (which is available in the site blueprint). For example: domain name, title, Logo, module name and description, copyright information.

PDD target users, the first is the product team, need to reach a consensus within the team, then a research and development team to identify feasibility and research and development costs, and then with the development department to give the assessment of the senior leadership, confirm the project cycle, the decision resources; After the project starts, PDD back to the research team , and enter the test team to help develop the test plan. Sometimes, external partners will also need to view PDD to complete some collaborative projects. One of the most important target users is the research and development team, because they are the core of all the design, as far as the leadership side, or with PPT and keynote to do the most effective.

One) CRUD

Create, retrieve (Retrieve), update (update), delete (delete), sometimes referred to as "additions and deletions" This is the most commonly used 4 basic methods in object-oriented design. This is a necessary knowledge in the database, but as a product manager of an Internet company, this is also a function point that is often brought up.

12 User Task closed loop

Refers to a series of links that help users complete their tasks, which can be used to deal with various situations that may arise from a task.

13 Murphy's Law

Murphy's law meant that if things were to get worse, no matter how small the possibility, it would happen. Simply put, "the more afraid of an accident, the more it will happen."

This is usually the case in the Internet industry:

All input boxes, will encounter irrigation, SPAM, script injection

All points will be brushed

Anything pushed to the homepage of the site, there will be pornography, political

All channels of communication between users will be used by advertising robots

And for project management, it may be:

A job if only one person is responsible, the person will be on leave or leave

Where there is no technical difficulty, it will become a technical difficulty or performance bottleneck

14 Website Packaging

One sentence to explain what is good "website packaging": Logo + What is (Slogan) + bring what benefits, always follow this principle, can let users know what your site is for the first sight.

15 Chinese-style complex

The educational level of Chinese netizens is uneven, if a website is not designed to be complicated, there will be users who think it is not enough strength. Many netizens do not use channel navigation to view their content of interest, not even page, put as much as possible in the same heap to the home page can indeed help these users. Unfortunately, the Chinese-style complex is very bad currency to expel the taste of good currency, leading to the design of Chinese websites into the vicious circle dare not to complicate.

The more complex things are, the harder it is to understand, learn, and remember, so keep in mind the "Arcane razor law"-don't add entities if necessary. It takes a lot of courage and perseverance to keep it simple like Google, but it's much easier to make the interface of a product very complicated. Fortunately, today there are search engines, online payments, micro-blog, group buying and so have the courage to simple products, can help users gradually understand what is good products and how to use Internet products.

16) Elimination of digital

Users like to eliminate numbers, such as "Unread messages (3)", the user will be in the task and task of the free time to click on this link, so as to eliminate the purpose of the number. A small number of numbers can stimulate the user's desire to click, if the number is too large will in turn form pressure, the user lazy to go to a look. So you need to set a line for such a number, such as 100, when the number of messages is greater than 100, it is similar to the "100+" in the form of display.

) PDCA

This is a framework for continuous improvement of products, plan + execute (DO) + check (check) + process (ACT) to identify development goals and key tasks to meet development goals at an early stage, and then implement them as planned and continually review the implementation of the plan and give timely feedback.

) CE

Customer indicators, user participation. This is a very important part of Web2.0 thought, that is, to borrow the wisdom of the collective. Although product managers can often use products to constantly find problems, but the individual strength is limited, so that users can participate in the discovery of more problems, listen to the voice of the user. (in Tencent, "Universal CE" has become a trend, the implementation of every Tencent)

The main methods of CE:

Provides a clear feedback portal that directs users to feedback forums to post their complaints and suggestions, and to respond and address them in a timely manner

Subscribe to search for product keywords, get feedback from official feedback forums, and give feedback and deal with

Build or join a core user base, get their ideas for the first time, and easily test some product concepts

Track the use behavior of a single user through the user's behavior video tool or go home with the user, find out where his use is, solve these problems

Make a return visit to the lost user, analyze the reason of the loss, improve the product and reduce the user's loss rate

) KPI

Key configured depicting, KPI. It simplifies the evaluation of performance to the evaluation of several key indicators, the key indicators as evaluation criteria, the staff performance and key indicators to make a comparative assessment of the method, to a certain extent, can be said that the goal of management and Pareto law effective combination. Key indicators must conform to the smart principle: specificity (specific), metrics (measurable), accessibility (attainable), relevance (relevant), time limit (time-based).

20 Closed Experience

If users use the experience of a product to use the B product experience, compared to the use of a product price B products can gain value or low cost, then we can say a product and B product combination formed a "closed experience."

The close experience, together with the display area, platform users, and the overlap of the target users of the driven product, constitute the determinants of the conversion rate.

MVP

Note that the MVP of the product manager's mouth and the MVP on the basketball court are not a concept, although many companies will award MVP (Most Valuable Player, the most valuable player, which is the most valuable employee, the player is more than the word) title, But more often than not, the product manager's so-called MVP is the minimum viable product, the smallest viable products, that is, with the lowest cost to achieve a display of core concepts as far as possible, the product team can collect as much user feedback and data, To assess the benefits of this product.

22) Catfish Effect

In the past, sardines had a low survival rate during transportation. It was later found that if a catfish was placed in sardines, the situation was improved and the survival rate increased significantly. Why is that? Originally catfish in a strange environment, will be wandering around, this for a large number of good and quiet sardines, undoubtedly played a stirring role, and sardines found more such an alien molecule, naturally also very nervous, accelerated swimming. So the sardine-starved problem is solved, and sardines will not die.

Enterprises to continue to replenish fresh blood, to the team to introduce new thinking and agile catfish-type talent, can arouse sardines of survival awareness and competition to win the heart, is the enterprise leadership to stimulate the vitality of employees one of the effective measures. In the team should not engage in Yiyantang, to allow the voices of different opinions exist, to discuss issues as far as possible democracy, to promote the enthusiasm of everyone, can establish a number of catfish-type team members as a benchmark, to maintain the team's active.

23 Herding effect

Where the goat goes, the sheep in the back follow. Frankly speaking, it is the herd mentality.

24 Broken window theory

A house if the window breaks and no one fixes it, after a while, other windows will be inexplicably broken, a wall, if some graffiti has not been cleaned, soon the wall is full of messy content; A very clean place, people are embarrassed to throw rubbish, but once the ground has the rubbish appears, People will not hesitate to continue to lose, the slightest feel ashamed.

Not only can we not do the first n times to break the window, we have to work hard to fix the window. Even when we are unable to choose the environment or even the inability to change the environment, we can work hard to make ourselves not a broken window.

Fix online bugs are always the highest priority task, to create an urgent atmosphere, to eliminate online bugs, can not make the online bug into a broken window, there is a repair, so also in line with the user's expectations.

25) 28 Law

Also known as the Baledo Law, Baledo, an Italian economist at the end of 19th century, said that the most important of any group of things was only a small fraction, about 20%, while the remaining 80% per cent was secondary. About 80% of the community's wealth is concentrated in 20% of the workforce, while 80% of the people have only 20% of the social wealth. 80% of the return comes from 20% of effective pay. This statistical imbalance is ubiquitous in society, in the economy and in life, and this is the rule of 28.

A person's time and energy are very limited, to really do everything is almost impossible, to learn to grasp the main contradiction, reasonable allocation of our time and energy. To be more comprehensive than to focus on breakthroughs, the 80% of resources spent on the key benefits of 20% of the area, which 20% of the areas can lead to the rest of the 80% development.

26) Matthew Effect

The stronger the strong, the weaker the weak. There is a famous saying in the Bible-Matthew: Whoever has it, add it to him, and let him have more than he can take. Sociologists derive the concept of Matthew effect, which is used to describe the polarization phenomenon in the field of social life.