From this, I deeply understand the difficulty and sadness of the product people. Because of high-intensity work and long-term high load, the resistance decreased, so I fell ill. Originally, the probability of product success is not very high. Behind every successful product, I don’t know how many people’s heartache, bitterness, and even blood and sweat are condensed. The strong tenacity of the product people aims to create a product that users need and love, even if they die.
The third step of the ten-step method is the strategic direction and product positioning. In the final analysis, it is actually "how to seize the opportunity". In order to seize the opportunity, what needs to be done and how to do it, which will use the common strategies mentioned in the previous chapters. Planning tools and product positioning. This is what we will focus on in the third step.
1. Strategic direction
(1).
In the second step of the ten-step SWOT analysis, the SWOT analysis has been described and four combined strategies have been obtained. The essence of strategy is choice. What we choose to do is determined by our advantages. Internal advantages are enough to resist external threats. What we choose not to do is determined by our disadvantages. If external opportunities can make up for us The disadvantage is that you can choose to do it at this time. Based on the SWOT analysis, the strategy can be derived: based on the core advantages, take advantage of external opportunities, staking the position, continue to expand the advantages, and then widen the gap with the competitors.
(2). How can value chain analysis
solve the pain points of consumers' lack of confidence and trust? This question can be transformed into: how to establish and strengthen the trust relationship between the community and consumers, the trust relationship between the community and producers or suppliers, the trust relationship between consumers and producers, the relationship between consumers and consumers trust relationship between. Here, we focus on how to establish a trust relationship between producers and consumers. There are five main ways to build trust relationships: personal and offline experience (qualifications such as standards, credit, certification, guarantee, endorsement, etc.), recommendation from opinion leaders, word-of-mouth recommendation among acquaintances, real-time video, open, transparent and traceable production and circulation records . From the perspective of the user's human nature, the user's cognition is always greater than the fact. For example, even if the producer has some international and national-level qualification certification, due to the lack of trust culture in the whole country and society, it will lead to interpersonal, interpersonal and interpersonal Trust with government agencies and between people and businesses will also decline, and consumers' trust in producers will not be much higher. It can be seen that consumers' trust in producers runs through every key link of the value chain from the source of production to the final sale, and every link needs to be open and transparent. Based on the value chain analysis, the strategy can be deduced: we need to build an acquaintance community, build a communication bridge between producers and consumers, and establish and strengthen mutual trust.
(3).Basic competitive strategy analysis
How to establish your own core competitive advantage? Mainly from two aspects of market segmentation and differentiation. Differentiation is mainly reflected in how to establish a trust relationship between producers and consumers and how to strengthen and maintain this trust relationship. Once this trust relationship is established and continuously strengthened, the link from the producer to the consumer can be used. Reduction can go directly from the producer to the consumer, and there is no need to go through other redundant links in the middle. It reduces the links of circulation and reduces the influencing factors of many uncertainties. In this way, users can be firmly grasped, and users can even be snatched from giants, and then users of giants can be diverted, so that they can fight against giants, and even kill giants and other competitors. Based on the basic competitive strategy analysis, the strategy can be deduced: seize the upstream of competitors, divert users, and then firmly grasp users.
(4).PEST analysis
With the development of social economy, CSA (Community Supported Agriculture, also known as socialized agriculture) model appeared. CSA means that everyone in the community makes a commitment to the operation of the farm, so that the farm can legally and spiritually become the farm of the community, allowing farmers and consumers to support each other and share the risks and benefits of food production. This is a small regional economic cooperation mode in which urban and rural communities support each other and develop local production and local consumption. On the basis of this cooperation, on the one hand, CSA attaches great importance to the community relationship that is shared and shared under the protection of ecology and resources, and the transmission of emotion and culture in the community. On the other hand, CSA often promotes healthy farming practices and sustainable living. and an integrated concept of health including body, mind and spirit. Based on the PEST analysis, a strategy can be derived: integrating the CSA and the family farm model to build a trusting relationship between producers and consumers.
2. Product positioning
Once the strategic direction is determined, product positioning is not that difficult. Product positioning methods are as follows:
1). What industry, what type of product? Organic food industry, Internet and mobile Internet community-based products.
2). What kind of target user groups are you targeting? Producers (family farms) and consumers, including first-tier cities, 20-45-year-old female users (middle and high-end) with children under the age of 12, higher income and education level, and users and families who have suffered from certain diseases, And users who get sick from eating certain foods are the main target user groups.
3). What problems do you solve for users? It mainly solves the three pain points of consumer information asymmetry, lack of confidence and trust, and high prices.
4). What value does it bring to users? For consumers, it mainly brings values such as safety, health, nutrition, fashion and benefits; for producers, it mainly brings values such as reducing costs and increasing income.
5). Where is the differentiation from competitors? Differentiation is mainly reflected in how to establish a trust relationship between producers and consumers and how to strengthen and maintain this trust relationship. Once this trust relationship is established and continuously strengthened, users will be firmly grasped, and it can even be obtained from giants. It can grab users from here, and then divert the users of the giants, so that they can fight against the giants, and even kill the giants and other competitors.
6). How to match and strengthen the connection between the product and the user's mental model? CSA model version of the crowdfunding network (Chinese version of Kickstarter).
It has been emphasized that the direction is wrong, and no matter how hard you try, it will be in vain. This is the importance of strategic direction. Commonly used strategic planning tools may be easy to master, but how to effectively derive strategic direction is not enough just to master the tools, but also requires a deep understanding of the industry. It’s like, basically everyone can use pens, but the characters they write are very different, some are like the characters of elementary school students, and some have the style of calligraphers, and the strategy is the same.
Learn to use strategic planning tools such as strategy map, PEST analysis, value chain analysis, SWOT analysis, basic competitive strategy, gap analysis, BCG matrix and other strategic planning tools to deduce the strategic direction of the product. It is not enough to just master the tools. Deep understanding and insight. The strategic direction is not static, and needs to be adjusted according to the actual situation, which is a dynamic process.