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20160622 小賴-成長駭客-第二章-創造正確的產品
1.
2016/06/23 主講:小賴 作者:范冰
2.
創造正確的產品 凱文是管理學院出身的高材生,對於程式設計,剛畢業的他可 謂是一張白紙。晚上業餘時間自學技術 Burbn是一款類似於結合了地圖位置服務Foursquare與Zynga 熱門社交遊戲《黑幫戰爭》中主要元素而創造出的手機App
一、繼續添加功能 二、調轉方向,精簡功能,孤注一擲地抓住一兩個用戶核心需 求做精做專。
3.
創造正確的產品 從數據看,使用者喜歡使用Burbn的照片分享功能 做成獨立產品。
從Burbn的早期用戶中篩選出一百人,向他們一一發送了通知 郵件,介紹這款新產品並邀請試用。 第一週,註冊用戶竟然輕鬆突破了十萬人。是Burbn的一百倍 之多。(Burbn約一千)
4.
創造正確的產品 幾天之後,警報器響,日本流量白噬伺服器的頻寬。 一個月後,一百萬用戶。
「Burbn出師不利,是一個錯誤的開始,但世界上最好的公司 都曾經脫胎於其他產品。你需的是發現,讓它進化成別的東 西。」 2012年4月,創立551天,被facebook以十億收購。
5.
Instagram 一個錯誤的開始讓Instagram重生
6.
PMF,探尋產品與市場的完美契合 創業失敗的二十大主要原因,其中「沒有市場需求」以42%的 絕對占比成為首要因素。 創業團隊早期的首要任務,就是找到產品與市場的契合點,而 不是盲目的埋頭苦幹。
「產品與市場相契合」的這一狀態稱為PMF(Product/Market Fit) 在達成PMF之前,過早的推廣和過多的優化都是不必要的。 產品達成PMF之前最重要的任務是從一小部分早期使用者那 裡獲得回饋,並以最低成本持續改進產品。
7.
PMF,探尋產品與市場的完美契合 中國一款名為「足記」,在探尋如何讓用戶發現電影取景地的過程中,足記始終保持著不溫不火的狀態, 而在某次版本更新中,偶得的「大片」效果濾鏡,一個月內獲得一百萬用戶
8.
足記
9.
PMF,探尋產品與市場的完美契合 大眾點評 Yelp,指在提供基於電子交友服務,結果反響平平, 一部分用戶卻樂於用它來給本地商戶寫點評。
Yelp從「朋友黃頁」轉型成「商戶黃頁」 Youtube,影片約會→線上影片分享 Flickr:線上角色扮演遊戲的衍生副產品 QQ、百度、盛大網路、聚美優品、動網、立間房、博雅互動。 最終調整或轉型,達成了PMF階段。
10.
PMF,探尋產品與市場的完美契合 拒絕昂貴的失敗:叮咚社區 這是一款從需求把握到策略設計都存在弱點的產品。
但最致命的是豪擲千金地大做特做,只是在更快更廣地累積負 面評價,加速它的垮塌。 檢討結論:缺乏成熟產品做依託,再強力的推廣也無濟於事。 在展開野心勃勃的擴張計劃前,還是先小心地為產品驗證市, 確保達到PMF狀態再大肆鋪開為宜。
11.
如何進行用戶需求分析 1.需求是真實存在的還是偽需求:需求應當源自客觀實際,而 非主觀臆斷。→QQ信箱附件功能的設計案例。 2.判別需求是否屬於剛需: 真實需求分為剛性需求(受價格影響較小的需求,必需品)、非 剛性需求
3.研究需求是否夠大,市場是否夠肥。 4.衡量需求的變現能力
12.
用最小化可行產品驗證需求 最小化可行產品(Minimum Viable
Product,簡稱MVP) 精實創業是指開發團隊用提供最小化可行產品獲取使用者回饋, 在此基礎上持續快速反覆運算,直至產品達到PMF階段。 包含三個要素 1.最小可行產品:是否能滿足使用者需求 2.用戶回饋: 3.快速反覆運算:盡早發布,並針對用戶提出的回饋以最快的 速度進行調整,融合到新版本中。
13.
著名產品的MVP案例 Dropbox:虛構Dropbox產品功能 https://www.youtube.com/watch?v=OFb0NaeRmdg
Groupon:WordPress搭建,商品資訊由營運人員 keying,製作PDF禮券,電子郵件發送。 Zappos:鞋類電商平臺,隔壁鞋店拍攝批到網站上,網 上下單 再買。 大眾點評:沒有合作餐聽,將旅遊手冊郵登到網站上。
14.
著名產品的MVP案例 釣魚網站, Sendwithus
Zero http://www.hksilicon.com/articles/414691
15.
Sendwithus Zero 您想要使用這個功能是嗎?我們也覺得這是個不錯的需求,並 且正在努力實現它。請您留下電子信箱,並告知您目前正在使 用哪家競品的服務。我們會在第一時間通知您產品上線了。
Sendithus Zero會記錄下使用者的這一次點擊,泉對功能需求 的一次投票。
16.
微信公眾平台 聚美優品,「女神進化史」,用MVP驗證,使用微信公眾平 台,發佈一盤文章,容是「女神」變美前後的照片和方法,文 未鼓勵廣大粉絲參與分享自己照片並附上活動詳情連結。 沒人點選活動細則,更別提參與和傳播。
17.
MVP的三大必備模組 開發一個MVP必須具備哪些模組? 除了待驗證的基本功能外,
回饋管道、公告看板、自動升級和使用行為統計這四件事必須 納入考量。 一、回饋管道:產品內部回饋機制、網站頂部的留言版入口、 手機Ap中的提交回饋頁面、產品體外設置獨立的回饋管理(如 微博、微信、QQ) 二、官方公告:首頁醒目橫幅、個人中心的系統消息、群發的 郵件、用戶端及手機APP內公告、推播通知 三、自動升級
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