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创业者在开发产品的时候常会有这样的问题:什么样的功能对我的客户才是有价值的?什么样的功能是客户需要的而我现在还没有提供的?一般情况下,回答这些需要通过大量的数据分析和客户调查。而创业公司通常没有大量的数据,更没有资源进行大规模的客户调查。

Eric Ries在他的The Lean Startup(精益创业)一书中提出过一个叫做minimum viable product (最基本的能用的产品)的概念,意思是做出一个最基本的产品,看看有没有用户使用,如果有用户使用的话再对产品进行完善。

今天讲一小招,把minimum viable product的概念发挥得更进一步:做一个空壳产品。别紧张,听我说下去。

举个简单的例子,如果目前为止你的产品都供客户免费试用,现在想看看有没有客户愿意为你的增值服务付费。把一个付费功能的前台后台都做出来需要不少精力,同时还需要把增值服务做出来。所以,不妨先把增值服务的开发放在一边,只是在网站上对你想提供的增值服务做一个简单的介绍;把付费功能也放在一边,只是在前台做一个“支付”键。客户在按了支付键以后,你可以选择打电话向他们解释服务暂时处于维护阶段,或者给他们发自动的邮件。这样一来,你可以迅速的调查到有多少客户愿意用你的增值服务。如果有足够多的用户愿意用你的服务,你就可以考虑去开发支付功能和增值服务。

当然这样的做法也有两面性,实际操作的时候需要创业者者自己去衡量利弊。试想,如果客户迫不及待的想使用你的付费功能,却被一封自动邮件告知系统维护,客户很有可会失去对你的产品的好感和信任。一个能更好的利用空壳产品的例子可能是邮件提示。比如说,你想看看有没有用户愿意从你那边收到每周收到一次周刊总结,不妨就在前台提供这个选项,如果用户足够多就可以开发这个功能。和支付不同,这个周刊不必即时发生,让你有了更多的时间可以开发这个功能。

所以说,空壳产品,有利有弊,在不同情况下的使用效果也不同,具体操作起来就要靠创业者自己去拿捏了。


7条评论

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