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B座12楼的《如何撰写商业计划书》一文现在在网上流传甚广。经常听到创业的朋友说正在按我们的方法准备计划书,简明扼要而且还很实用。希望我们的分享能给大家带来更多的价值,这已成为我们坚持每天写文章的动力。

在 《如何撰写商业计划书》一文中,第一部分就是要用一句话说来概括项目。这里面包含的深层意思是“要专注”,但不同的人对这个词的理解也不同。怎么才算专注,简单的判断标准就是你的产品只要解决一个核心问题。

很多人也明白这个道理,在计划书中也这样去定位。但创业前行的过程中渐行渐远,忘记了当初为了“做什么”而出发。今天我们就最近遇到的一个创业项目聊聊这个话题。

活动自组织平台

这位创业者用一句话概括他的项目是“活动自组织平台”。目标是协助中国都市年轻人,找到心有灵犀的玩伴,结识志趣相投的朋友。定位的是一个垂直化的兴趣活动社交网络: 以兴趣图谱与算法匹配为纽带,以线下活动为体验,面向陌生交友的弱关系,一切产品、服务都围绕找寻心有灵犀的玩伴而展开,最终打造一个活动自组织平台。

但当我打开产品后,要是不跟我说这app做“活动组织”的,还真没看出来可以用来组织活动。一点进去,给人一种“陌陌”的感觉,隐约感觉这是一个交友的平台。相反,我想发布一个活动都找不到地方,一问才知要到web网站上去发布。同样,我想参加活动、拉朋友一起参加活动的体验都不好。而这些应该是“活动自组织平台”的核心基础功能,难道创业者没定位产品?

与创业团队就项目进行了深聊之后,发现了其中的问题:

1. 已忘初心,产品定位开始模糊。创始团队的产品已经运营了三个多月,发展了近十万用户。但产品的整个运营效果没有达到预期,这批小白用户没有给产品指出明确的方向。创始团队已经多方寻求解决方案,从原来的web版 ,到手机app。手机app也开始开发校园版、拉拉版。他们听了太多的建议,想多个版本切入以寻求机会。十个人左右的团队,运行这么多版本,我难以想像他们的技术和运营团队是否可以支撑。显然他们已经有点乱了方向,用他们自己的话说做着做着就忘了当初的产品定位。

2. 团队技术控。团队核心技术人员国外博士毕业回来,技术能力非常不错。就像我们看过的许多团队一样,这样的团队往往是技术控。他们很迷信技术,期望通过实现高难度技术来获得产品设计的认可。所以他们产品里设计了很多非常炫的功能,比如AR技术可以通过拍摄现场场景实现签到。技术团队还化费了大量时间研究视频压缩和处理技术,以及实现以视频介绍来组织活动。我是理解不了,这两个高难度技术对一个活动组织平台的重要性有到底多大。只感觉他们在试图证明自己,用技术能解决问题。

3. 缺少精益创业方法指导 。产品设计每天都在想法设法增加新功能,产品一上手我就发现功能过多,但你不知从那里下手。与团队沟通后了解,每个功能确实有那么一点必要性。但每块小功能也都有那么一点缺陷,就像前面说的,结果忽略了基础的功能需求。精益创业的话题我们一直在大力传播,但理解和实行需要创业团队自己去摸索。

4. 对用户价值和赢利模式缺少思考。创业团队,还是选择了较轻的活动组织作为创业项目。这类项目的特性是一定要达到百万级用户规模才会有一定说服力。我们抛开有没有风投和团队会陪你走过这个过程,就说达到几百万用户后又如何?这类用户有没有共同特性,能不能积累规模性的价值数据。很多人说只要有用户就不愁赢利,其实不然。不同的用户、不同的数据价值不同。赢利模式你可以没有仔细规划,但精确定位用户的价值你一定要清楚认识,知道他们的能给你带来的潜在利益是什么。

关于产品定位的建议

分析完这个项目案例,我们给了创业团队一些建议,这里同12楼的各位朋友分享一下。

1. 思考、学习成功产品。微信是App产品设计的典范,我们应该用心去研究学习。微信5.0即将出来,会发现他们始终牢守自己的价值。主要两个按钮永远是“微信”“通讯录”,熟人沟通才是微信这个产品的灵魂。打开频次很高的“朋友圈“为什么不放在下面?很有意思和技术含量的”摇一摇“搜歌,每次我向别人介绍时都会是”惊喜“。这是很多产品经理、技术控们不理解的。

2. 产品设计要“舍得”。如本项目做“活动自组织平台”就应该围绕这句话,来设计自己的产品,功能围绕活动组织,把不相关的都剔除掉,不要太心疼,尽量把产品做“轻”。既然“活动自组织平台”,用户一上来,肯定是冲着活动,而且肯定是先想知道附近有什么活动、怎么发布活动、怎么和朋友一起参加活动。冲着这些需求,再来设计产品,更能帮助用户来解决需求。 其他的都是浮云。

3. 产品定位即品牌印象。每个出众的app都有简明扼要的一句话来告诉用户它是用来干什么的,能解决用户什么样的需求。这句话是宣传app的利器,把这句话植入用户脑海中是,让这类需求触发时,用户立马能想到这个app。试想一下,唱吧、虾米、航班管家、超级课程表这类都有那么一句来简明扼要的概括它们是用来解决怎么样的需求的。

4. 专注即速度、唯快不破。理解精益创业,用一两个强需求功能直击用户要害。在产品运营过程中,慢慢迭代出更多的功能。只有单点突破,才能更快更有力量。移动互联网创业,专注、极致、口碑、快,不用惧怕巨头来袭。

5. 试试加定语,专注细分。如今app产品众多,很多基本需求都被一些早的创业公司占领。因此用一句话来概括app时,可以试试在前面加个定语,帮自己行业收缩下。譬如,“活动自组织平台”,可以加个定语“校园活动自组织平台”。主动把自己的市场缩小一点,精耕细分市场,更能把产品做精。能在校园内火起来,这个市场也足够足够大了。抓取的用户类型更为精确,更有利于今后的盈利模式的转型。校园用户相对集中,这部分用户也有共同特点,用户的价值和赢利模式很好想像。

公众微信名称:B座12楼 微信ID:B1-12F。


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