What is the experience of doing operations?

What kind of experience is it to operate in a startup? Recently, I reviewed my days working in an entrepreneurial team and talked about some feelings.

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Before the product goes online, the operation will recruit seed users to carry out the cold start of the product. The role of seed users is mainly to assist product experience feedback, investigate users' preferences for functions, and complete the cold start of product content.

Seed users of products are divided into two categories:

The first is accurate target users, invite them to the place where your target group is located. For example, my product is a screen recording tool, and my target user group is players who record game videos. Then we will send out invitations through channels such as BiLi, AiPai and Youku Game Channel.

The second is professional product managers, who give us useful advice from a professional perspective. I will hang it out on social channels such as simple book product group, everyone is a product manager group, and self-media writers group. I know a lot of big coffee and some partners who have unique opinions on products, and I can be your beta member.

In addition, some products have their own fan aura, which can bring initial exposure if they are forwarded in Weibo or friends circle.

How to recruit seed users of products?

You can write a sentimental recruitment post, or use the benefits and privileges to plan an activity to invite these seed users, such as participating in the internal test, drawing a 10 user-sent 100 yuan JD.COM card movie ticket, participating in the VIP privilege of the product, and attracting users to join your internal test team.

Of course, few startups have their own traffic slots to promote you, and many times you have to pull seed users one by one. The seed users of the founder's letters went to Twitter one by one, and the seed users of Xiaomi Circle were privately invited by the founder to Feng Dahui, Caoz and other big coffees.

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Start-ups are often due to insufficient product revenue and limited operating budget, and sometimes you need to promote them without spending money. What are the free promotion methods?

1, apply for software recommendation

If the user experience of the product is good, you can apply for promotion on the application recommendation website, such as the most beautiful application, 36R Next, Appso, niche software and so on. The audit standard of these platforms is product quality, and the corresponding official website has the way of submitting instructions. After the approval, some editors may recommend it on the official account of WeChat, which has good exposure and strong freshness.

2. Exchange of resources

The friendly links at the bottom of the website, the soft-text mutual push of the official WeChat account, and the built-in application recommendation bit of the APP are all common ways of resource exchange. Many startups have insufficient traffic. You can take the time to find startups with similar target groups but non-competitive business, and jointly promote and push them with many companies.

Some partners say that we have nothing to offer each other for resource exchange. Actually, resources can be packaged.

Take chestnuts for example. I once sought the official account of WeChat, a tool, to cooperate, and wanted them to send Weibo about our products. But at that time, our products were very small, and the company had few interchangeable resources. So I packed the communication resources: customized posters on the product launch page, copywriting descriptions in the app store have been recommended by a well-known official WeChat account, long-term friendship links at the bottom of official website, and thanks for the PR draft.

Although it was a routine, the official WeChat account was finally deceived and cooperated with us. They exchanged tweets for the "resource bits" we packaged.

3. Free media promotion channels

Zhihu column, Zhihu Q&A, Baidu knows that there are many free promotion channels on the Internet, such as today's headlines, uc headlines and Daily Express, which can be used reasonably. A tweet can be published on multiple platforms at the same time, increasing the exposure.

4. User communication

A good product, there will be users willing to help you share. Of course, in addition to users' self-sharing, operations should also stimulate users' sharing in some ways.

Think about the scene where players are most eager to share, and then zoom in. For example, in the glory of the king, when the player has a wonderful kill, there will be screenshots or friends with "AppStore rating of five stars" to share after the game. For example, when I finish singing a song in a singing bar, the system automatically gives a score, "Congratulations on beating 99% of the people in the country".

Friends invitation generally uses material incentives to attract users to share themselves. The most common way to play games is to let players forward download links. Some players can get game gold coins by clicking the link, and more gold coins can be obtained by successfully scanning and downloading the game.

When people share a product, they either get some material incentives, or hope to be seen by others to improve their self-image, or even get praise and encouragement from others.

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Please tell me the best thing you have done? This is a classic interview question.

A fan of the operation said that the interviewer asked him such a question and he didn't know how to answer it. He said that what he did in the startup company was complicated and there was no plan. Most of what he does is small-scale activities and promotion, and he has never done anything awesome.

In fact, startups can make you look better, such as:

How to make the product self-driven?

How to build user reputation?

How to plan a creative operation activity?

How to let 36kr, Tiger Sniff and other media report your products by themselves?

How to push the number of users to 1 10,000 without budget?

…

Therefore, sometimes don't attribute all the pits to bad products, and take what you haven't done to the extreme. In a startup company, you should pay more attention to operation and practice doing every little thing well, so that you can get greater growth.

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Other feelings:

The operation should be innovative. The content of products, the novelty of activities and the sensibility of copywriting are all different from competing products. The homogenization of products is becoming more and more serious, and it is necessary to highlight the differentiation by the differentiation of operations.

The operation should be calm. Most of the products of many startup companies are not popular overnight, but are slowly pushed up after completing one important little thing after another.

Liu Qin of Morningstar Capital said that I met too many people smarter than me and didn't stick to it. I have met too many people who are better than me and don't want to do small things. In fact, I have been doing small things for more than ten years. I just did it for 16 or 17 years in a row.

Be sure to make a good operation plan. What time, what resources, and what effect should be achieved must have a clear direction. Don't fool around, don't want to do anything, and don't be result-oriented.

Don't fight guerrilla warfare with limited resources. When there is no firepower, don't disperse resources, but choose a place where you can cut in and make a single breakthrough.

A reliable tutor is very important, which largely determines your growth space.

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