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At the end of the product manager practical course, let’s summarize how the product manager conducts product analysis, that is, what information should the product manager pay attention to when experiencing an APP?
1. Product analysis and competitor analysis
First of all, let's distinguish what is competitive product analysis? What is Product Analysis?
The starting point of product analysis is understanding, learning and inspiration. You and your own products are separated from this process;
while the starting point of competing product analysis is confrontation and coexistence. You and your own products are a very important part of this process. .
Next, let's sort out how to experience the product after downloading an app?
2. Use Cases
The first point to focus on is called a use case .
So what is a use case? Use case is when we design a product, what actions we want users to complete in this product, what process to use, and what value to create for users.
Guess first , get an APP, we first guess, guess what this APP can do according to the introduction, description and all the information we can see of this APP?
Try again , let's see how the interaction involved in these use cases is done, whether to use buttons or boxes; whether to use a graphical interface or a text interface, etc. In this process, we look for the magic moment of this APP, that is, at which node, or when we use which function, we are suddenly hit by this APP. We feel that it really meets our expectations, so that We feel very happy.
3. Information Architecture
After reading the use cases, we should expand from the use cases and look at the information architecture of the product.
Looking at the information architecture is actually looking at the conceptual entities in the App, and how the conceptual entities are composed here.
After we analyze all the conceptual entities that may be mentioned, let's see how the App uses its interaction design and visual design to reflect this structure.
4. Content supply chain
Simply put, the content supply chain is the producer and the consumer. The producer is who supplies all the content in this App.
UGC is produced by users. For example, it is a community, or it is a community. Then the content in the community is usually produced by users.
PGC is produced by experts. In this product, not all users may be able to produce content, and only some certified or invited experts can produce content in it.
5. Operations and Growth
In addition to the content supply chain, another thing we need to analyze is operations and growth. That is to say, after the App is made, how should it operate.
Acquiring customers, how does it acquire customers, whether it is spread through Moments, Weibo, or by posting advertisements in the AppStore to let new users see the product.
Activation, the so-called activation, is how to turn a new user into a real user after entering the product. We need to pay attention to whether it has a novice guide. For example, we will check to see if it has a registration wall, whether it must be registered before it can be used, and other specific details.
Retention, that is, what method is used in the design of the App to allow users who have used the App to stay in the App for a long time. We may see if it has some specific wake-up strategies, such as through the App's Push, or by email, or by other means, to get users who have used the App to come back again.
Dissemination, this is also when a user feels that the effect of using it is not bad and becomes your actual user, what incentives or product mechanisms allow us to spread this product to more target users.
We also need to pay attention to whether there is a network effect in this product. The so-called network effect we have shared before is whether more users will use this product, which will make this product more valuable.
6. Business strategy
The next thing to look at is called business strategy, that is, we need to pay attention to how a product makes money.
First of all, pay attention to the charging model . For example, do you charge membership fees, charge according to resources, or charge according to time, and even the charging model may be commissioned based on transactions between users, etc. It is also possible to use advertisements to pay, so the logic of this product is to collect a large amount of traffic, then add advertisements to the traffic, and rely on advertisements to charge.
Then analyze the cost and profit , that is to say, what resources need to be invested and the approximate cost to make the product a decent scale. Here, we need to pay attention to whether the cost of this product is fixed or variable if it is scaled up. Regarding the profit part, we can look at whether it will continue to increase after reaching a certain profit point, whether there is enough marginal effect, and so on.
Next, analyze the pricing , that is, how much it should charge based on this charging model. For example, whether the membership fee is collected on a monthly basis or quarterly, what is the price it charges, and what are other similar products like? We can make a comparison to know its pricing method.
Finally, analyze the market size , that is, use this price and charging model, the cost and profit structure, where is the ceiling of the people it may serve, what kind of market size is it likely to reach, what is its current progress, and what is it? What is the future development space like?
7. Other
We can also focus on other aspects of this product.
For example, we can look at how its competing products are doing, such as reading software, we can look at many reading software, what are the different models, such as WeChat reading, it may be profitable by selling books alone, We saw snail reading, which has some free reading time every day for you to read, and after you finish reading this part of the time, you can buy it.
8. Summary
The above are just theories, and in the end we need to transform theories into reality, and use these theoretical knowledge to guide us to experience a product. We should try to experience some applications in depth and for a long time.
PS: The above notes are compiled from "Qiu Yue's Product Combat" by Geek Time