Yangfan: Website Product planning and Operation planning

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The nature of the planning work:

Through my own work experience, the planning is divided into 2 major types: Product planning, Operation planning.

Product Planning:

What is the product planning? According to the literal meaning can easily understand, product planning is a product of the general designer, for different industries different enterprises, their products are not the same, but the concept is the same. I like to use analogy to make it easier for readers to understand what I mean, take the movie industry as a metaphor for the internet industry, and the jobs that follow will be likened to the corresponding jobs in the film industry.

Product planning just like the director of the film industry, he often plays the role of a screenwriter, who needs to co-ordinate the business logic of the entire product (clearly directing every mirror of the film): Remember the business logic, not the system or product structure logic, which is done by the system architect.

Get business requirements, write the product execution planning document guidance (script): The most important part of the work itself, will be described later.

Select qualified team members (for actors, photographer, film post-production, sound efficiency, props, etc.): Most of the work is done by the project manager, but I think a qualified product manager should be responsible for his own products, which requires the ability to choose the right work partner. Ability to identify other work skills, especially in the technical department, because once selected core technology backbone, experienced and excellent technical staff will achieve a multiplier effect, and in other technical work link personnel selection, technical backbone will also play a crucial role.

In the development process to coordinate all aspects of work, for the logic is not clear or changes in demand to make timely reflection of feedback (to explain the purpose of the film, adjust the mood of the actor, to the Non-linear editor to produce the visual needs of post-production, etc.).

In the product development process as a certain user testing work (watch film clips): Of course, I mean the test is not a unit test or integration test, these will be in the technical staff daily work black box completed, product planning only need to be user testing.

All in all, product planning is to use your expertise to translate this requirement into a guidance document for practical work by acquiring business needs (usually from operations, boss, or self innovation) (that is, the Planning Guide section of the Fool's Delusion foolsidea.org) , at the same time with other work links to carry out a series of related work. According to the Business Project to divide the position, can be called the demand Analyst (requirement Analyst), I prefer to call myself as a demand analyst or interactive Designer (consortium Designer), to show the confusion with the "planning" of the concept.

Product planning is a connecting point between business and technology, and it can be said to be a central conduction system.

Some large company personnel, the project is also open several at the same time, the product planning will be divided into a more detailed, functional subdivision will be more professional, large to the chief planning, small to internship planning, different names, but the work involved is still interlinked.

Operation Planning:

What is the operation planning? The film industry as a metaphor, the operation planning is like a film before the warm-up workers, after the hype, the overall planning operators, of course, not limited to this, but also includes a lot of other work.

The so-called operation, is to put existing products effective packaging publicity (film advertising campaign).

Integrate the surrounding resources (production of peripheral products, find partners, increase influence).

Organize corresponding activities to promote (various activities to support incentive incentives).

A big comment on the success, hype their own value (a wave of film review over a wave).

In fact, the operation of the Internet and other industries do not have the essential difference, just because the resources and industry users are different, the implementation of the means is not the same. In a word, the main task of operation planning is to grasp the market price in time, integrate the surrounding resources, through a series of operating means, for its own products to promote and achieve profitability.

Simple speaking can be understood as marketing department workers, but unlike the traditional marketing department, most of the so-called operations planning takes on a lot of performance-supporting roles (a bit like the publishers in the film industry), the traditional sales department, largely because of the lack of clarity in the profit patterns of most companies in the Internet industry, Not only does the company need a promotional Superman who will spend money, but he also needs to be assured that it will bring real profits to the company, because the profit model is not clear and policymakers cannot determine whether a certain scheme will work when it is well promoted (and, of course, it is a different story if it is a business relationship This will greatly improve the operation planning of a grade requirements, in other words, good operation planning not only to channel a wide range of friends, but also have a unique vision and market sense of smell, can accurately predict the actual effect of the promotion, the latter is to evaluate this person is excellent operation planning or ordinary operation planning of the essential standards.

Skill Requirements:

Product Planning:

First of all, a qualified product planning is the most should have the ability to describe a thing.

What do you say? As I said before, product planning is actually a bridge between business needs and technology development, if the operation planning represents demand, technical director represents the development unit, then product planning is the effective communication between them, the interface of lubricants, catalysts. An excellent product planning, can transform the operational requirements into a development guidance document or other forms of information, express transmission to the technical staff, the use of communication between technical personnel language, to express the business requirements of the logic and requirements.

Furthermore, product planning requires the ability to quickly accept new things.

Why do you say that? The reason is very simple, a product planning if the design of the product in the industry do not understand, not proficient, he can design a good product? Even if the operators put forward their needs, but if the product planning itself does not understand what they say, then what to do? so that Good product planning may not be familiar with the areas of your product, but you have to be in a very, very short time, to be able to communicate with relevant people in the industry, mainly operators, to understand business needs, understand business logic and processes, One of the key assessment points for evaluating the excellence of product planning is this: the ability to quickly recognize unfamiliar areas of the product.

In addition to the two basic skills just mentioned, the third is the watershed of advanced product planning and general product planning, what is that? is the ability to innovate.

This ability in some enterprise projects demand analyst, rarely see, because they mainly do business processes and logic, an enterprise operating mode is already very mature situation, will do information work, so they do not need too much innovation. However, the Internet industry is not the case, innovation is everywhere, especially in the operating mode and with the integration of related technologies, very prominent. I remember a friend once said this, in the Internet industry there are 2 kinds of people have the most innovative potential, one is to eat the relevant technology of the people, they can be fundamentally innovative technology itself, as well as the closest to the customer's operators, they can from the customer's most basic point of demand to find innovative services; But both of these potentials have fatal drawbacks that are difficult to discover, technicians are too focused on technology, and they don't know what fields or applications The technology can be applied to, and marketers are too focused on demand to know how this needs can be realized and often fall into endless fantasy situations. At this time the most likely successful innovation is limited to the intersection between them, that is, people often say, in the Internet industry only 2 kinds of people will succeed, understand the technology of businessmen, as well as market-literate technicians. A simple sentence outlines the ultimate goal of a good product planning.

Operation Planning:

Back to Operation Planning, what is a qualified operation planning? The same business plan also needs to be comprehensive within the scope of his work, summarizing the above:

Planning is to be comprehensive, not comprehensive, you do not have the means to co-ordinate the overall situation, the difference is a comprehensive range of areas is not the same.

Operational planning is the most important ability to organize, a good business planning, can be a variety of resources planning, according to the actual needs of different work and plan.

If the product planning is at a point of time planning, then the operation planning is on a timeline to plan. Since the integration of all relevant resources is to be arranged, then an operation planning has to have good interpersonal communication skills, he needs to know clearly what they are available, what is guaranteed, what is not controllable, which is the risk, and so on, and so on, the operation planning is not as some people think, I'm going to stay up all night and get a plan. Those are something, is the natural things come out, when the operation planning in the changing environment to adjust the changes in the resources, can clearly manage their work outline, a clear can really carry out the planning of the case naturally reflected in the eyes, Otherwise, just like some young planners, the document is out, it seems a good plan, but a implementation, it is not feasible.

The operation plan also needs is the channel conformity ability, Qiao Fu is difficult to do bricks.

The reason lies in this, did not say that the operation planning what resources are not planning what things out, it is blind, do success is also blind cat met dead mouse. Perhaps some people say, you say these work is the external union personnel to do the thing, the operation plan sits in the draperies to co-ordinate the overall situation to be good. Oh, yes, this is the work of the breakdown after the different division of labor, I said that the operation planning, must have these external resources integration experience, he knows how to integrate, how to open up, how to guide the actual staff to carry out work, or just on paper. Moreover, the reality is that some of the major resource integration work will have to do, because the following people can not be the overall planning of a smooth display in the resource side, even need the company leader to assist the operation planning, Operations Manager to do this work.

The same business planning also needs innovative capabilities, and product planning is different, his innovation can be rambling, what to say, as after dinner, the most suitable for the Big hill, a humble little mantra, perhaps become world-famous innovation classic it. In fact, the purpose of the innovation of Operation planning is analogy, do not care whether the reality, illusory things may be ridiculed by others, but the more so, the more easy to develop the conditioned reflex of innovation, one day must be harvested.

Summary：

There is a reason for planning according to these two classifications, because they are different in terms of skill requirements and personalities.

Maybe the work you're doing includes these 2 kinds of planning, but keep in mind that the thinking styles of the two planners are different:

One is divergent thinking, more inclined to brainstorm, one is introverted thinking, better at inductive summary.

At this time the two kinds of work can be done very good people are really rare, after all, rational and perceptual with a person too few. However, sometimes the work needs to change, there is no way to do things, because the superior leaders do not recognize the difference in this respect, that is also planning, why there is such a big gap? You see how people are. This "one mountain looks taller than a mountain" phenomenon, is not uncommon. At this time we need to stand up and say to him, you are wrong, they are different, planning also need to subdivide, I know what I am doing.

Read the above description, you can reflect on their team in the 2 kinds of planning roles in the end who is, to be honest, many team composition is imperfect, Including Yangfan's www.ccyyw.com hundred people planning team needs other links of staff to fill the actual role needs, but most crucially, the parties are not aware of the differences in the content of the work, as well as the specificity of personnel skills. The most common is that sandwiched between the technology and operation of the product planning role, often by technical personnel or operators, there is no specialized product planning, at this time because of the lack of lubricants, or product planning itself skills, experience, can not play an effective coordination of the role, resulting in the product development of ideas can not be unified, contradictions occur frequently