Course address: http://class.sanjieke.cn/online/course/cid/1061396.html
Product Lifecycle
introduction period
1. The product has just been put into the market, and the number of users is low due to lack of understanding
2. High cost
3. Low profit margins or even losses
4. Fewer competitors
growth period
1. With the deepening of cognition, the number of users gradually increases
2. The user scale expands and the cost begins to decrease
3. Significant and rapid increase in profits
4. Competitors start to join and competition intensifies
maturity
1. The number of users gradually reaches the maximum, remains stable, and grows slowly
2. The number of users reaches the highest point
3. Costs continue to be reduced to a minimum
4. The profit of the business reaches a maximum and begins to gradually decline
5. A large number of competitors have joined, and the competition is the most intense
Recession
1. The number of users is in a stage of rapid decline, gradually shrinking
2. Costs are rising rapidly
3. Significant decrease in profits
4. Competitors launch one after another, and competition gradually weakens
Operational logic
Over-catalyzing user numbers can backfire and encourage growth.
This is because there is a natural upper limit on the number of users that each product can serve well at a certain stage, and too many users are beyond the scope of service.
A large number of users poured in, resulting in a decline in user quality (Case: Baidu Knows)
The early product focus should be on serving innovators and early adopters. The influx of large numbers of users may cause the loss of old users.
introduction period
Goal: Find user pain points, do a good job in functional analysis, quickly go online for verification, and seed user approval
①Find user pain points through market research;
②According to user needs, do a good job in demand analysis; at the same time, establish a self-media channel to lay the foundation for seed users and later operations;
③Complete the prototype quickly, do a good job in design, rapid development, do a good job in product testing , and ensure user experience;
④ Obtain torrent users, track and give feedback, do a good job in data analysis, and continuously improve and enhance the product experience to gain the approval of torrent users.
growth period
Goals: Acquire users, convert and monetize, build a brand, and make a name for yourself
①利用前期积累的种子用户迅速推广，扩大影响力；
②加强运营团队建设。主要围绕运营展开工作，一方面做好拉新，促活和留存工作；另一方面搞好品牌建设；
③继续建设好官方自媒体通道，同时与外界媒体保持联系并搞好关系；
④做好数据分析。用户方面要重点关注用户留存率，DAU（日活跃用户数量），MAU（月活跃用户数量），以及付费用户数据和ARPU（每用户平均收入）等数据；推广方面要重点关注推广渠道数据，根据数据优化渠道组合；品牌方面要重点关注百度指数等等数据；产品方面要重点关注页面访问数据，跳转数据，访问时长，用户使用路径等等方面
⑤产品方面，要围绕数据和用户做好功能更新和产品迭代；
⑥采取各种激励手段将流量转化为用户，将用户转化为付费用户，在这里需要精准的选择好付费用户对象，有时候并不一定所有的用户都是产品的付费转化目标
成熟期
目标：活跃并维系好老用户，同时保持新用户增长，继续稳定地实现创收盈利
①活跃并维系好老用户，主要利用运营手段，采取激励体制激活他们；
②继续数据分析以及产品迭代工作；
③继续做好用户转化变现工作，进一步提高营收能力。
稳定期
目标：尽力做好用户回流工作，同时更新产品线，寻求创新和转型，以求解决用户新的痛点，从而继续占领市场。
①想办法了解和触达流失用户，然后通过运营将他们最大程度的回流
②继续做好其他方面运营工作，数据分析方面重点关注回流率；
③关注竞品的动态，做好竞品分析，借鉴竞品模式，提升产品竞争力，以求从竞品手中抢夺用户，或者不被抢走用户；
④进行市场调研（包括竞品分析），寻求新的项目机会，或者更新产品线，想办法满足用户日益增长的新需求的目的。
技巧
探索期获取口碑：给用户超出他们预期的东西。例如，买一双鞋，配一件小礼品。
