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PD (Product Director) is a product manager, PM (Project Manager) is a project manager, both are managers, but they do different jobs.
"Internet product managers are usually those who are responsible for the management and marketing of existing Internet products, and are also responsible for the development of new products."-"Jiewang" second edition, Wang Jian
"The project manager is responsible for implementing quality, safety, schedule, and cost management of the project, comprehensively improving the level of project management, leading the project team to complete all project work content on time and within the budget, and satisfying customers."-Excerpted from "Baidu Encyclopedia"
Simply put: the product manager is responsible for the operation of the product, and the project manager is responsible for the resources of the product. The two work together to make their own contributions to the creation of high-quality products from different aspects.
The product manager does not necessarily have project management experience. He thinks more about why and what to do. He is probably not an expert on how to implement product ideas. The project manager is an expert who uses limited resources to accomplish things within a time limit. He is only responsible for the project. He is responsible for the planning, execution and acceptance of the project, and is not responsible for the entire product.
Blue Sea and Red Sea
The blue ocean refers to an unknown market space, that is, a market where no one has entered, or a market where only a few people have entered and not much success has yet been made. Such a market, if you successfully enter, it will be an excellent period, because during this period you are in an absolute monopoly position, until your competitors catch up. Doing a good job of core business and making sufficient differentiation can help you extend your blue ocean time period as much as possible and ensure your interests.
The Red Sea refers to a relatively mature and highly competitive market that has already developed. It is usually difficult for newcomers in the Red Sea to make achievements in a short period of time, unless you have a greater advantage than your competitors in a certain aspect, or you let investors and early users see your huge development potential, or you are in Another piece of the Red Sea has an excellent reputation, and now it crosses into this industry.
C2C
C2C has two meanings. One is Customer to customer. Customer-to-customer service usually exists in the form of a platform, a bit like an intermediary or a notary. For example, Taobao is a typical C2C platform.
There is another meaning, Copy to China, which is an act that has always been called "plagiarism" by the public. In fact, from a professional point of view, in addition to patents, domain names, user databases, design elements, program source codes and other “private resources” protected by law or as trade secrets protected by the owners themselves, there are many public resources in the world. Resources. The so-called “identity” phenomenon caused by the use of public resources is actually just the understanding of laymen who don’t know the truth. A product does not mean that it must be a brand-new invention or design from head to toe to be considered original. The act of "reinventing the wheel" is actually undesirable. Apple was not the first to invent the mobile phone, Windows was not invented by Microsoft, Google did not invent the search engine, and Facebook was not the first to propose the concept of social networking. These companies that are hailed as "really innovating" are not actually invented. Inventors, they just did the right thing at the right time, integrating many things that were still public resources at the time. In fact, in this mature world, there are not many things that can be "invented", and more are improvements, and the existing things can be made better. So C2C is not shameful, and the premise is not to copy it all.
Barriers to Entry
Entry barriers refer to the difficulty of entering a certain market. This height depends on one's own technology, cost, possession of specific resources, and the level of development of the opponent. If the barrier to entry is too high, for example, if you want to be a search engine that surpasses Google, few people on the planet can do this; if the barrier to entry is too low, everyone can do it, that means your blue ocean time. It will be very short, and it may be difficult to obtain a user scale sufficient to support long-term development.
commercial value
The business model refers to how a product creates value. In a narrow sense, it is how to make money. In a broad sense, in addition to economic value, there are social value and other forms of value. For example, many open source organizations, although they are not profitable, rely on some foundations to maintain their own operations, they create a lot of social value. Although there is no taste of money, it is still called "commercial" value.
industry
The traditional industry division is "agriculture-industry-service industry", corresponding to the primary industry, secondary industry and tertiary industry. But Alvin Toffler proposed a new classification method in the 1970s, namely "manufacturing (commodity industry)-service industry-experience industry"
If you charge for goods and tangible things, then you are engaged in manufacturing (commodity industry); if you charge for your own activities, then you are engaged in the service industry; only when you are with you for consumers You only enter the experience industry when you charge for the time. -"The Experience Economy" Joseph Pine II & James H. Gilmore
Platform products
The so-called platform products are products that can pull other products through their own resource advantages. Platform products have strong vitality and pulling ability. If successful, they are often the cornerstone of a company. For example, QQ, Baidu, Google, Microsoft, etc.
The most terrifying aspect of platform products is the "last come first" effect. With platform products, a company can wait for a competitor's concept to have experimental results before copying it on its own platform, and use its user base size and ability to reach users to quickly surpass the first-launched products for later products. A new concept must first educate users and tell them what benefits they can bring, and then users will try to use it. Companies lacking a platform will have to invest a lot of time and money at this stage. Platform products have ready-made users, and the products to be promoted can be delivered directly to users.
Cash cow products
Cash cow products refer to products with extremely high profit margins, and profits account for a large proportion of the company's total profits. For example, World of Warcraft, which once accounted for 90% of Ninetowns' revenue, was once the most important cash cow in Ninetowns. Some platform products themselves are the biggest cash cow products, such as Baidu's search, which is both a platform and a cash cow.
Financing process
If an Internet startup company wants to take the financing route, if it goes smoothly, it will generally be like this:
- Angel investment of 100,000 US dollars, accounting for 10% of the shares;
- The first round of venture capital investment is 1 million US dollars, accounting for 20% of the shares;
- The second round of venture capital investment is 10 million US dollars, accounting for 30% of the shares;
- IPO (Initial Public Offering, that is, going public) raised 100 million US dollars.
【Tips】
The difference between angel investment and venture capital is that angel investment mainly uses its own personal funds to invest, and will invest funds in the startup phase of startups, while venture capital is a professional investment company that has more funds and usually does not consider 100 Investments under US$10,000.
The process of continuous financing of a startup is essentially a process of rapid business development and constant lack of money. It needs to purchase a large number of servers and bandwidth, it needs more talents, and it needs to do more marketing. If there is money to enter, it will be able to run quickly, all the way to the IPO, then all investors in the middle of the process can get high returns. The reason why angel investment and venture capital are not interested in the profit of 200,000 yuan a month is because they do not see the prospect of it going public.
However, not all Internet companies can use money to go all the way to IPO. Some small companies, venture capital funds, and even angel investment are enough to make them run well, and their employees and bosses have a very good life. Moisturized. At this time, it is not necessary to continue financing. Because at this time there is no particular direction for lack of money, a direction where users can grow exponentially as long as the money is invested.
PDD
PDD (Product Design Document) product design document is an important tool for connecting the concept and implementation of the entire life cycle of the product. It helps the product team and the R&D team and senior leaders reach a consensus, and then clarify the R&D plan and guide the R&D process.
PPD mainly includes three types of drawings: Website Architecture Map , Website Blueprint ( Wireframe or Mockups ) and Page Description Diagram .
The website structure diagram is usually displayed in the form of a mind map, which is used to describe the structure of the entire website and determine the module division of the website and the number of web pages. Some places are also called " site maps ". When drawing a website structure diagram, pay attention to the MECE principle ( Mutually Exclusive Collectively Exhaustive ). The Chinese meaning is " mutually independent and completely exhausted ", which means clear classification, lower barriers to understanding, no duplication, and no omissions . You can use MindManager, Omnigraffle, XMind, etc. to do it.
The blueprint of the website , and another name called " Interaction Design ", describes the layout of the basic elements that need to be included in a webpage on this page, and it will be finally perfected by a graphic interface designer into a beautiful webpage design. It is usually done using Axure, Visio, Fireworks, Photoshop, Balsamiq Mockups and other tools. In small companies, the product manager is usually responsible for it alone, while in large companies there will be specialized interaction designers to work together.
The web page description table is the most consistent with the concept of "document" in these three types of diagrams, because it can be just a word document. It contains the elements that need to be displayed in a web page and the logic behind it, and does not include the layout of these elements on the page (this is in the website blueprint). For example: domain name, title, Logo, module name and description, copyright information, etc.
The target users of PDD are first the product team , which needs to reach a consensus within the team; then the R&D team , which is used to confirm feasibility and R&D costs; and then, together with the evaluation opinions given by the R&D department, they will be handed over to senior leaders to confirm the project cycle , Approve resources; after the project started, PDD returned to the R&D team to guide specific R&D work, and at the same time entered the test team to help formulate the test plan. Sometimes, external partners will also need to check PDD in order to complete some cooperative projects. Among them, the most important target user is the R&D team, because they are the core force to achieve all designs. As for the leader, it is most effective to use ppt and keynote to get it.
CRUD
Create (Create), Retrieve (Retrieve), Update (Update), Delete (Delete) , sometimes also referred to as "addition, deletion and modification" These are the four most commonly used basic methods in object-oriented design. Said this is the necessary knowledge in the database, but as a product manager of an Internet company, this is also a feature point that is often mentioned.
Closed loop of user tasks
Refers to a series of links that help users complete tasks, and these links can deal with various situations that may arise in the task.
Murphy's Law
The original meaning of Murphy's law is that if something has the possibility of going bad, no matter how small the possibility is, it will always happen. Simply put, "the more you are afraid of accidents, the more accidents will happen".
Put it in the Internet industry usually like this:
- All input boxes will encounter watering, SPAM (the phenomenon of spamming advertising messages everywhere on the Internet), and script injection
- All points will be swiped
- All content pushed to the homepage of the website will appear pornographic and political
- Any communication channel between users will be used by advertising robots
For project management, it may be like this:
- If only one person is responsible for a job, that person will definitely take a vacation or leave.
- It is believed that where there is no technical difficulty, it will become a technical difficulty or a performance bottleneck
Website packaging
Explain in one sentence what is a good "website packaging": Logo + what (Slogan) + what benefits it brings, always follow this principle, let users know what your website does at first glance.
Chinese complex
Chinese netizens have varying levels of education. If a website is not designed to be more complicated, some users will think that it is not strong enough. Many netizens don’t use channel navigation to view the content they’re interested in, or even turn pages. Stacking as much content as possible on the homepage can indeed help these users. Unfortunately, this kind of Chinese-style complexity and the smell of bad money driving out good money has caused the design of Chinese websites to enter a vicious circle that dare not be uncomplicated.
The more complex things are, the more difficult it is to understand, learn, and remember, so keep in mind the "Occam's Razor Law"-if not necessary, don't add entities. It takes a lot of courage and perseverance to keep it simple like Google, but it is much easier to make the interface of a product very complicated. Fortunately, today, there are courageous and simple products such as search engines, online payments, Weibo, and group buying, which can help users gradually understand what good products are and how to use Internet products.
Destroy the numbers
Users like to eliminate numbers, such as "Unread Emails (3)", users will click on this link during the free time of tasks and tasks, so as to achieve the purpose of eliminating numbers. A small number of numbers can stimulate the user's desire to click, if the number is too large, it will in turn create pressure, and the user is too lazy to look at it one by one. Therefore, you need to set an upper line for this type of number, such as 100. When the number of messages is greater than 100, it will be displayed in a form similar to "100+".
PDCA
This is a framework for continuous product improvement, plan (Plan) + execution (Do) + inspection (Check) + processing (Act) , determine the development goals and the key tasks required to achieve the development goals at an early stage, and then follow the plan Implementation, and constantly check the implementation of the plan, and give timely handling opinions.
THIS
Customer Engagement, user participation . This is a very important piece of Web2.0 thinking, that is, leveraging on collective wisdom. Although product managers can constantly discover problems through frequent use of products, their personal power is limited after all. By allowing users to participate together, they can discover more problems and listen to the voices of users. (In Tencent, "Central CE" has become a trend, and it is implemented by every Tencent person)
The main method of CE:
- Provide an obvious feedback portal, guide users to the feedback forum to post their complaints and suggestions, and respond and deal with them in a timely manner
- Subscribe to product keyword search, learn about feedback outside the official feedback forum, and also give feedback and processing
- Establish or join a core user group, get their ideas the first time, and test some product concepts easily
- Through user behavior recording tools or the method of going home with the user, track the usage behavior of a single user, find out where his usage obstacles are, and solve these problems
- Revisit the lost users, analyze the reasons for the loss, improve the product and reduce the loss rate of users
KPI
Key Performance Indicators, key performance indicators . It simplifies the evaluation of performance to the evaluation of several key indicators, takes key indicators as evaluation criteria, and compares the performance of employees with key indicators. To a certain extent, it can be said to be management by objectives and Pare. An effective combination of Thor's law. Key indicators must comply with SMART principles : Specific, Measurable, Attainable, Relevant, Time-based .
Closed experience
If the user's experience of using product A is superimposed on the experience of using product B, which can gain added value or low cost compared to competing products using product A and product B, then we can say that the combination of product A and product B forms a "closed experience" .
The closed experience , together with the display area, the overlap between the platform users and the target users of the pulled product , constitute the determinants of the conversion rate .
MVP
Note that the MVP in the mouth of the product manager and the MVP on the basketball court are not the same concept, although many companies will also award MVP (Most Valuable Player) when rewarding employees. This is extended to be the most valuable employee. , The word player is a lot more explanation), but more often, the so-called MVP of the product manager refers to the Minimum Viable Product, the smallest viable product , that is, to achieve a product that shows the core concept as much as possible at the lowest cost, the product team You can collect as much user feedback and data as possible through it, so as to evaluate the benefits that this product can bring.
What is SaaS?
Software-as-a-Service means software as a service , that is , providing software services to customers via the Internet. The SaaS platform provider will uniformly deploy the application software on its own server. Customers can order the required application software services from the manufacturer through the Internet according to actual needs, pay the manufacturer according to the number of services ordered, the length of time and other factors, and pass The Internet obtains the services provided by the Saas platform provider. SaaS defines a new delivery method, and also makes software return to the essence of service. The essence of enterprise deployment of informatization software is for its own operation and management services. The appearance of software is the informatization of business processes, and the essence is still the first service model. SaaS has changed the way of providing traditional software services and reduced the need for local deployment. A large amount of early-stage investment has further highlighted the service attributes of information software. Together with SaaS (software as a service) , there are also IaaS ( Infrastructure as a Service ) and PaaS ( Platform as a Service ) that are listed as cloud computing technology service models . The relationship between the three can be used Eating cake is a popular description:
IaaS : Buy the finished product directly from the cake shop, and bake it in the microwave oven when you go home, and then you can eat it on your own table. You only need a supplier of finished cakes for the whole process. (Customers do not need to build a data center by themselves, but use infrastructure services, including servers, storage, and networks, by renting them.)
PaaS : Open a takeaway app and directly order the takeaway to deliver the cake to your home, and you can eat it on the table. You need to provide a place to eat the cake throughout the process. (A complete software development and deployment platform, including application design, application development, application testing and application hosting, are provided to customers as a service.)
SaaS : Eat cakes directly in the cake shop, choose the type of cake you like at will, and do not need to prepare any materials, including finished cakes, microwave ovens, and dining tables. The cake shop will provide you all, and the whole process only needs to sit down and eat. Cake is fine. (The application software is uniformly deployed on the manufacturer's server, and customers can choose the application software services they need according to actual needs, and obtain the services provided by the Saas platform provider through the Internet.)
The three cloud computing technology service models have their own advantages, but for most enterprises, the SaaS model does not need to bear all kinds of unnecessary technical worries and the influence of uncertain factors such as design and network, which undoubtedly makes it one of the three. One of the most popular service models.
