3 Operation plan
3.1 Preface
Good products are operated, not developed - Zhou Hongyi
In essence, operation is to provide users with better services.
An excellent product that lacks operational planning may fail in operation; while an ordinary product with operational specifications can become a good product and succeed through continuous improvement.
3.2 Contents of operation planning
*Data analysis: user data, browsing access data, hot houses, hot properties, hot indicators, hot topics, hot portals
*Content planning: real estate needs, increase housing listings, push housing listings, establish employment relationships, news exchanges, new functional applications
3.3 Business Development
*Channel expansion: online network promotion, offline intermediary companies
*Branding: product promotion, branding, marketing implementation, increasing product and brand awareness
*Market monitoring: Industry market monitoring and competitor monitoring
*Common Internet Marketing Channels: SEO, PPC, SMM, Display Advertising, Affiliate Advertising, Internet PR, Email, Viral Communication
3.4 Operational Activities
*User maintenance: actively invite users to experience, timely solve user feedback, reconcile conflicts between home buyers and brokers, help system, official website image
* Planning content products: key applications, content value system
*Analyze similar products: learn from the advantages, analyze the ideas to expand the profit model, and segment the population
*Incentive users: Encourage brokers to add listings, push listings, encourage home buyers to hire brokers, and encourage positive interactions
3.5 Data Mining Analysis
*Data assessment: assessment of the operation team, channel promotion, operation planning
*Registered users: number of home buyers, number of brokers, number of actives, number of hires, number of messages
*Quantity of content: broker listings, broker introductions
*Number of advertisements: total during the period, per capita
*Employment Relationship Volume: Conversion Rate
*Cost-benefit ratio: expenses/employment, per capita
*Number of messages: message volume/employment volume
*Client analysis: web page, iphone, andriod ratio, conversion rate
3.6 Initial operation strategy
* Form a 9-person team: 12321 rules, one leader, two elites, three mid-level, two training, and one maneuver
*Platform construction focuses on long-term planning: intensive cultivation
* Reasonable installment, pragmatic and efficient: One year is the medium-term business point, half a year is the short-term goal, and three months is the short-term goal. After completing the tasks of the stage, new members will be added.
*Focus on training: let salespeople have confidence in products and common goals
*Accumulate registered users: pilot first, then promote
* Control costs
3.7 Mid-term operation:
* Expand your team: boost morale
*Optimized platform: meet user feedback
*Company business training system: corporate culture
*Occupy the market: expansion, growth, careful research, careful analysis, grasp the pace, avoid blindness
* Cultivate high-end users: form word of mouth
3.8 Advanced Stage
*Team collaboration, personnel training
*New demand collection, launch competitive new application products
* Give full play to the role model of high-end users and comprehensively promote the market
* Further improve data analysis capabilities
4 System operation
4.1 Hardware, software and network
4.2 Daily monitoring and management
* System monitoring: AdvenNet OpManager
*Security Management: Deksi Network Inventory
*Product data analysis: Google Analytics, Alexa
4.3 Common indicators
*User scale: PV (Page View), IP (Independent IP), UV (Unique Visitor)
*User Stickiness: Loyalty Visit Index, Loyal Visitor Volume, Return Rate (Number of Return Visits), Average Duration, Visit Depth
*Content access indicators: home page return rate, most visited pages, entry page traffic, exit page traffic
4.4 Business Indicators
*Employment per home buyer
*Number of employed per broker
*Ad volume per broker
*Advertising volume year-on-year trend
*Advertisement-to-employment ratio
4.5 Data optimization operation
*Improve user satisfaction
*PV/UV ratio change
*Optimized for user pages: user clicks, IP location city
*Analysis of active users and lost users
*Optimize on-site search
*See through user psychology: access depth, traffic source
*
5 Build an efficient and competitive knowledge team
5.1 Preface
The world is flat, smart and proactive people, no matter where they are, can immediately challenge your business - Thomas Friedman
The efficiency of knowledge workers will not be the only competitive factor in the world economy, however, it may be the determining factor, at least in most industries in developed countries. ---Peter Drucker
Knowledge workers must manage themselves, they must be autonomous. ---Peter Drucker
5.2 Principles for managing knowledge work
* Management must trust knowledge workers and teams to manage themselves
*The knowledge work team must be trusted. Must be willing and able to manage oneself
*Management systems must rely on facts and figures to make decisions
*Quality must be the first requirement of the organization
*Management must provide knowledge workers and teams with the leadership, training, coaching and support they need to manage themselves
5.3 Must ensure quality first
*Using a measured and managed quality strategy saves money
*A good or bad quality management strategy means business success or failure
*Sources of quality problems: old management structures, poorly prepared technical staff, ineffective quality strategies
*Quality strategy needs to consider: the nature of software work, the existence of a large number of defects, the limitations of testing
* Try to eliminate all defects before starting the test
* Must rely on highly motivated, skilled, and responsible employees for the quality of work
5.4 Facts and figures as the standard
*Data can measure whether the team is good or not
*Collected data cannot be used in a threatening way
*With high-quality data, it is possible to analyze: Productivity Analysis, Benchmarking Analysis, Quality Cost Analysis, Customer Satisfaction Analysis, Employee Satisfaction Analysis, Site Facilities Analysis, Organizational Structure Analysis, People Support Analysis, Tools Support Analysis, Financial performance analysis
*Communication is based on data
5.5 Implement TSP (Team Software Process)
*TSP self-organizing team role, with leadership designated by management
*TSP requires team members to decide, plan and manage their own work
*TSP requires teams to discuss commitments with management
*TSP does not require any special method for performance evaluation, performance evaluation is still done by management