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文/iDoNews著名作者 杨涛

昨天去朋友的创业公司待了一天,到现在他们创业已经有五年时间,期间也调整了数个方向,在缺钱的时候也自己做外包维持生计。他们大概就是投资人眼中“死不了”的公司,坚持走在路上的创业家们

讨论最多的话题当然是他们的新产品,他们面临一个众多创业者们共同的问题:产品很难说领先,干瘪的功能点之外,如何找到能够驱动产品快速成长的卖点?朋友跟我分享了他自创的爆点论,虽然无助于真正解决问题,对创业者对产品的思考是有帮助的。

陌生社交、搭讪与约炮的区别

颇受关注的陌生社交应用“陌陌”,用户数超过1000万,日活跃超过200万,B轮融资估值1亿美元。这样一款产品,流行起来的一大原因是号称“约炮神器”。

仔细分析及结合周边朋友的使用情况看,大多数都是无法通过这款应用完成约炮的,除非是那些提供服务的兄弟姐妹们,因为约炮是否成功的影响因素实在太多,这是无法仅仅通过一款应用来改变的。它无法改变电工、死宅、码农们的异性沟通障碍,无法让他们走出“你好”、“你在做什么”、“你在哪里”三大困局。

但是“约炮”这个词勾起了大量寂寞男女,潜藏在内心深处的那一丝悸动,在夜深人静的时候打开陌陌,希望能够找到一个未知的“炮友”。在这里是否真的能约到炮友并不重要,而是这个需求让大量用户知道了这款应用,并且都抱着试一试的心态进行了使用。

剩下的,就是陌陌如何提高用户转化率、停留率、启动率的产品问题了。

屌丝创业的idea困境

别人做照片,你做照片,别人做圈子,你做圈子,别人做关注,你做关注。

别人有的你也有,别人没有的你也有,甚至不比那些流行的产品差。但除此之外就讲不出太多了,这是典型的屌丝创业,思路仅仅停留在码农、产品的阶段,远离市场与需求,这是陌生社交阶段。

如果你能够花时间仔细想一下用户需求,也许你可以总结出一些卖点,帮助用户解决衣食住行或者娱乐、沟通的问题。但这样的说法是缺少足够吸引力的,可替代产品太多,没有太强的使用动力,这是停留在搭讪阶段。

如果有一天,你们在朋友的闲聊中得到一个灵感,可以帮助人们解决一个存在却一直没被发掘的需求,市场仅你一家,快速投入市场并获得良好的营销推广效果,这时候你就已经成功进入约炮阶段了。

一个好的、优质的产品卖点,能够帮助产品获得十倍、百倍的的营销效果,甚至都不需要你进行主动推广,它能给你带来数倍的收入与融资额。它的重要性,并不比产品与创意差,建议大家多花点时间,找找自己产品的“爆点”是什么。

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24条评论

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