Do tool products need to be operated?

First of all, it should be clear that no matter what product, breakthrough points will be discussed before starting operation.

The entry point is crucial because it is related to the following factors:

User Attribute: Who is the target user of the tool?

User needs: What are the needs of these users?

User scope: where can I find these users?

User suitability: Is it possible for users to use my product?

User acquisition: how to make them really use my product?

Active users: How can I make them use my products as often as expected?

Users pay: how to make them willing to pay for my products?

What's in the box?

Is the user operation work.

You Mei and her period are concerned about women's health, and the starting point is menstrual health management. Can the future be extended?

For example, from menstruation to pregnancy to postpartum to parenting and then to parenting?

But no matter how extended, where is the starting point?

That's the entry point.

Scanning omnipotent king and business card omnipotent king, the core technology is text OCR, scanning is aimed at customers with scanning needs, and business cards are aimed at business customers.

Scanning Almighty King helps customers save paper materials, invoices, PPT lectures and other written information;

Business card king helps customers save the exchanged business card information.

Can they expand in the future?

For example, scanning almighty king cuts into education, teaching materials, enterprise file management, and ancient books archiving; Business card omnipotent king cuts into business socialization (although I think this practice is debatable).

So, where do these extensions start?

Therefore, the starting point of tool-based product operation is to find the right entry point.

If you can't find the correct starting point, the subsequent operation can't be carried out.

User perception should be clear.

What are tool products afraid of?

I am afraid that the user's perception is not clear, and I don't know what you do and what you can provide.

Ink weather, initially based on weather information, later added a lot of things, including community and photo sharing.

I don't know how ink weather did photo sharing and community work later, but we can ask, what would have happened if ink weather had done this in the first place?

I think it is necessary to do anything that affects users' perception before the product can make users have clear cognition and enough trust.

Until today, public comments have been believed by users, which is the core perception of users to help them solve their dining decisions and entertainment decisions. Even if users are cheated after screening restaurants through public comments, users still think that this may not be the fault of public comments, but their tastes are different from others.

This is because from the early days, comments have been around the core function-users' comments on businesses, from early open comments to now standardized content filling in the blanks. Because of standardization, it looks very professional-even if there are promotion links, selling advertisements to businesses, anti-spam and water army, it still looks very professional.

Fast Didi is to solve people's car demand, hoping to efficiently match taxis and passengers, and later turned to matching private car owners and passengers, and even carpooling between passengers.

But in any case, when it comes to fast Didi, you will think of using the car, which is for sure.

There are some examples of positioning:

Coca-Cola Company is the first company famous for its cola drinks. Kodak Company was first known for its low-priced films, and Xerox Company was first known for its ordinary photocopiers.

Take the word "coke" as an example. Because of the success of Coca-Cola, the alias "Coke" has acquired the so-called second meaning in semantics.

Do you use the word "food left over after burning coal in the air" or the common name of hallucinogenic cocaine to name a soft drink?

Because the second meaning of "coke" is too strong, Coca-Cola Company need not worry about its negative meaning at all.

Although we are talking about "brand association" in traditional marketing, in fact, keeping users' perception clear is also the most important operation action of tool products. Yesterday and reader Hou Wanchuan

This is the product trial experience that I discussed with her.

Their product is to provide truck reservation service for C and B. The logic and operation of the product are very simple and clear, but there is a debate about whether the name of a button should be called "payment".

My suggestion is not to call it "payment", but to call it "reservation". After the user clicks, tell the follow-up process in a more interesting way, such as paying first and then using the car.

The reason is simple:

For new products, users have no trust or even cognition, and the possibility of directly making payment actions is almost zero.

At this time, what the operation needs is to guide users to have a clear understanding of themselves and gradually trust them before they are willing to try to pay.

Avoid bringing worthless users.

Anyone who has used financial instruments should have seen the so-called virtual principal, and may also have experienced the income of virtual principal that can be extracted.

But after extracting it, will you become a user of this financial instrument product?

I won't.

Because I don't have this demand myself-if you remember, I once said in the article of Alipay 9.0 that married men pay wages.

However, I will try, because I can keep the interest you gave me for free, even if it is 10 yuan 8 yuan, is mosquito meat also meat?

Especially for some price customers, this cheap price does not account for at all.

You will find that your customer acquisition cost is high, because many users who pay you will not really use you.

Their award is only profit-driven.

Not only tool products, how many zombie fans and lottery professions have been created by Weibo forwarding activities?

Interest is a double-edged sword. Before giving it out, think about how to maximize the benefits of your users, otherwise don't give it. Because it is worthless.

Before, my good friend Li Yang's website, Gudong.com, made its own intelligent hardware. Later, it raised funds to make a sports social circle.

I once joked on Zhihu that it is very difficult to make an appointment for running, but it may be less difficult to make an appointment for sex.

Sports socialization is an area that many intelligent hardware want to cut into. It can be done, but how to do it is still difficult.

If you want to spend money to solve the problem at this time, I can only say, local tyrants, let's be friends!

Let users spread spontaneously

Of course, the premise is that the product is really good.