Entrepreneurship app, 7 things to do before going online!

Author's case: In order to relax everyone's tense operation life, Xiaoxian plans to plan the most beautiful operation selection activity at this weekend's product rookie meeting and seek local tyrants who are willing to sponsor gifts. You can talk about brand and QR code exposure. If you are interested, you can chat privately on the official WeChat account. -From the beginning, everything from a product to an h5, a startup company or an internal incubation project is necessary and necessary. Combined with my own experience in making new products and functions, this paper talks about seven things that need to be done well before the products are put into operation. 1, product positioning is a cliche, but many designers of new products are easy to forget in the process of making it. /kloc-At the end of 0/5, an app dedicated to providing services for text interpretation game enthusiasts melted millions in the cold winter of capital, and there were more and more super apps. Now what you can produce in the cracks is the vertical demand of the minority. The more accurate the positioning of start-up products, the better. In short, what functions are used to meet the needs of what users in what scenarios. The first edition of Little Red Book, a shopping guide in Hong Kong, aims to provide urban women with the latest information on discounts, shopping malls and experiences in Hong Kong. Another example is the video maternal and child community, which can define its service as "using video to guide mothers how to make their babies eat healthily". In a short sentence, it not only clarifies the selling point of the product in promotion, but also clarifies the target user attributes of the product. 2, low-key things are quite a lot of good products now. Seeing it flashing financing information everywhere, it is estimated that this is the money that people got in six months ago. They won't know about Grandpa's financing until the next round of money comes (even has come). There are a lot of sophisticated operations now, and the next stage of operations has been laid out, so I will talk about my actual combat experience. In short, keeping a low profile in the IT circle and high profile will expose you to the radar of the product manager prematurely and attract too many competitors to join. Take less part in some industry sharing activities, unless you want to promote a case that Kan Kan can do in public some time ago. 3, the function is simple. When making products, many people will choose to learn from the excellent apps in the current application market. These apps have many contents, activities and functions, and the user's points system is also very good. Then, sadly, some founders will ask their team to do a lot of columns and functions (discovery page, smart recommendation, drift bottle) to design an integral system over level 6 ... What is the result? Employees work overtime every day. It's not that employees don't work hard. In fact, they didn't mention the good products on the market in the first edition. They mistakenly regard good products that have passed at least 30 functional iterations as their current product development goals. The correct way is to collect the media public relations articles when the good products are launched, because you can see their appearance and core functions in the first edition. It is the "MVP" P (minimum feasible product) mentioned in the book Lean Entrepreneurship. The general principle is that the primary products must be simple, and the core functions of the products should be polished to make the products very impactful when they are released. If the core functions cannot impress the market, there is no need to continue to develop secondary functions such as points and recommendations. 4. As the name implies, the pre-operation of the product is the operational preparation before release, just like the shell will be decided by local experts before opening the city. Similarly, after determining the functions of the first version of the product, what needs to be done for the operation before going online is content filling and seed user operation, including startup page, guiding slogan, seed user and product vest management (vest operation skills can reply to the keyword "community atmosphere" in the official WeChat account "Product Rookie Exchange"). If it is an e-commerce platform, some orders may need to be washed before going online to enhance the trust of users. In the process of early operation, we can take the products to the places where the target population is concentrated to do user research. If it is a cross-border product, you can go to the local visa office to expose the functional or operational deficiencies of the product in the use of real users, and strive to improve the product before it is officially launched. 5. Embedding statistical code in the user's critical path of data deployment products, analyzing the conversion rate and page views from download to registration, from home page to classified column to specific content page in the user's step size, and counting the user's comments, sharing, likes, purchases, clicks and other data in user interaction, so that the subsequent function and content optimization can be followed, and it is also convenient to convince investors with the rising trend of data in product financing. At present, there are quite a few professional data institutions providing data statistics services in the market, and there are about 3 or 4 mobile application statistics platforms. Flurry, which is popular abroad, has a very comprehensive function. In addition, GoogleAnalytics has also launched a mobile version, but it can't be used normally in China. At present, the most famous statistical analysis platforms in China are Youmeng and TalkingData. In addition, some application markets also have special statistical analysis tools to provide data services for their developers. These statistical tools can not only provide statistics of users' daily activity, weekly activity, monthly activity and the usage of specific functions of products in various channels, but also provide social sharing SDK and user feedback SDK to help developers pay attention to the development of core functions. 6. Product testing Although this is not a pure operation activity, in order to have a good operation effect and avoid unnecessary customer service pressure, before the product is officially launched, it is necessary to test the experience of the front end of the product at each terminal, how many users can support concurrent, stable and smooth access by the back end, and establish a user feedback collection and processing mechanism for new products; And the tracking code is implanted, which is convenient to measure the effect of promotion in different channels and the differences between users. Regarding product testing, there are two suggestions from the operational point of view. First, start-up products should start with IOS, so that not only there are fewer types of terminals to be tested, but also the quality of the first batch of users is relatively high. Second, you can find some testing service platforms to apply for free testing services. At present, quite a few third-party development platforms also provide such services, similar to the testing service of Nativeapp provided by Baidu developer platform, which tests 5,000 real machines and verifies the compatibility of APP from different dimensions, including terminal compatibility and installation/. Description of Nativeapp testing service provided by Baidu developer platform 7. Promotion preparation does not mean that users will come to you on their own initiative as soon as the product is launched. Before that, you need to be prepared for promotion, so that the product will have a very low download volume when it goes online. The preparation here is to choose a day when users have great demand for products, then add QQ group in advance, write forum douban soft text, optimize brand keywords of knowledge marketing, and do some initial applications of entrepreneurial media and application market. If you have a budget, you'd better buy one or two advertising spaces and an overall wall to ensure the effect. In addition to the preparation before promotion, you can write a product description and comment on the application market before promotion, so that the star rating of the product is as high as possible, which is also conducive to improving the traffic conversion rate of the whole product. All the above contents are ready, and everyone thinks it's time to take a walk in the application market! Wait a minute, please make sure that the following user vulnerability model is smooth before it is officially launched. Selection of promotion channels In the early stage of promotion, in addition to selecting channels with concentrated target groups, we should also pay attention to the promotion of cost performance and design different publicity programs according to different target groups. There are four basic principles for the initial channel selection of startup companies: the path from channel to product download is short. There is a strong correlation between channels and products. The potential users of this channel have a large inventory. Channels can be adjusted and optimized. Promote the optimization of landing pages, and do everything possible to speed up the landing guide pages to make them static or minimal. High compatibility is the foundation; If it is an application, you need to provide users with enough download instructions on the download page, and then users click to jump to the application store. If you want to promote on WeChat, you need a landing page, because it blocks all app download pages except App Bao. (Promote landing page optimization /h5) Improve the retention rate. Use the startup page to let users know what services the product provides and what benefits it can provide them within 10 seconds; Think about what you want users to do within 3 minutes, and do a good job in operation guidance; Do a good job of content presentation, put the best quality content classification on the home page, and put on vest service for users who leave interactive content. For more user retention methods, please reply to the keyword "retention" in the official WeChat account "Pin Cainiao Hui". (A well-known community start page)