Wen | Matt Division teams, Source: PR House
The first time I know this title is a product manager in 12 years, 12 years is my first year of employment.
Because I read in Zhejiang energy engineering, so the logical graduation went to a new energy company.
This scale of hundreds of new energy company later became a turning point in my life.
Here I met a friend of a development, the company also developed a unique, responsible for maintaining a simple inventory system.
He graduated from high school, self-learning technology, the company is also his first job, when I came in he had spent 2 years.
He is a great idea, and very willing to share, and then I met him soon to talk hot.
Some understand his mouth a lot of knowledge about the Internet, from software development.
So that software development is also the time to start the germination of interest, to coincide with the entire Internet industry was surging, and began the eight children of the attention of Internet content, learning operational knowledge.
Because companies do good, then later the CEO took me and another four people venture out, this is not the first time being started, have the opportunity to say.
And he is also from a traditional engineering-type company's technical support, a step by step to do now certain class TOP1 auction unicorn's technical director, the cross, he was gone for eight years.
Only to see a lot of value through time, allow yourself to become more valuable, must first make themselves strong enough ability.
Define how valuable
One of the more simple definition is: the market most companies are willing to pay to how much you pay (instead of your current salary) is 10k, 20k, 30k or 50k?
Society in general companies are willing to pay for your basic average salary represents the value of your career, just a note here your workplace value. And this does not include your remuneration other values, such as you good at playing games, live chicken every night, but also additional earn extra money.
The second definition is: How much can you give the company to create value
For example, a broadcast network mcn agencies red A, each field can live with a cargo of 10,000, sales of 1 million, net of costs 700,000 square brand to live Cooperation fees 200,000, then the value of the company she created every day is 50 hundred thousand? In fact, and not just because such an excellent effect is bound to bring more live stronger brand strength side to cooperate, this cooperation will lead to a corresponding rise in costs, to talk about the point deduction will be higher and higher, until the total earnings reach a stable peak.
This combination of factors is essentially the earnings peak number of fans of the red network, influence, and effectiveness per game live, live the selling situation and other decisions.
Of course, this was kind enough to scarcity, and if the agency has a lot mcn this level of net red, although it brought A value on the market average term is already high, but his output value in this institution in only accounts for a small proportion of its scarcity value and therefore not so big.
So the value is the sum of the actual value and hidden value.
The actual value creation = A right to participate in matters of weight coefficient * value of the matter (here to mark down the value does not necessarily represent income, it could be the amount of users, platform trading volume ... etc)
Implicit value = A potential value of influence brought about by the
So from this definition, to enhance their value would have to upgrade their actual value and influence. The following will talk about a real value.
What is the actual value of the product manager?
I believe there will be a lot of product managers have a question, what my core values are?
Can not measure the value of product creation, you do not know the main reason of their own worth.
So let's talk about what a product manager to create value?
The first layer of dimension values: product realization (do it)
This is a lot of product managers, especially new entrants to sprout, they are specific to a product designed.
May not have a clear market positioning, there is no detailed research based support, not a good user experience, no rigorous functional logic, does not do small-scale market-proven, just this product according to customers and leadership to convey, in his own thinking "draw" out and do some basic functional annotation and logical instructions, product can form a closed loop.
This works great uncertainty, high risk of failure in the preparatory work may be hidden a large number of potential pit until it is put back into the market, will expose all kinds of defects, usher customers Tucao, and do not accept the market.
The value of the first layer dimensions: as a product manager, you just implemented a product / feature, in essence, if it is not accepted by the market, then it will not create any value, it is probably the only value: improved product manager prototype painting Ability.
The second layer of dimension values: resolution analysis needs (choice of doing)
Select the right to do more than just make out even further away from success.
We are doing the B-side of the product, there will be a variety of needs, a large part of them tend to have more mixed, false, weak features.
And more - the number of very much, because it involves various aspects of the B-side scenes, especially the large number of customers of the product;
Miscellaneous - many types of customers, from small to large, from simple to complex pattern, not a customer is exactly the same;
Pseudo - customers want features, not necessarily really solve his problem, or only short-term solutions to current problems;
Weak - not a core part of the core business needs of customers, and has a certain individual needs so that it does not matter.
You see, there are so many confounding factors interfering with product manager, a little inattentive, will put some invalid demand mistaken as a high priority, then pit pit once again to lead the team of dozens of people took a month to do it found that the beginning is not enough, this silence cost is very high.
Analysis of the correct high-priority demand is to create product value of core areas.
The correct high-priority needs must be
1, focus on product strategy
2, firmly positioning the target user
3, firmly positioning the core business
4, with a strong versatility
5, with sufficient authenticity
6, important and urgent properties
7, can bring great value
According to this principle to distinguish / correct analysis of these high-priority needs to do, is a long cyclical factors to the success of the product.
The so-called long-periodic refers to long-term sustainable distinguish the correct high-priority needs and landing iteration, push it gradually become increasingly user satisfaction, and have highly competitive products.
The value of the second layer dimensions: users began to recognize your products / features, and are willing to continue to use, its value to be reflected, selecting the right requirements, making each iteration more reasonable, customer satisfaction, continuous improvement, reputation tendency to it is good.
The third layer dimension value: product planning (choice of direction)
Although every time you have chosen as the basis for the demand, but there is a big problem if you in the direction of the initial plan, the value of the final creation will be greatly reduced, and may even cause the entire outcome from initial success to failure.
What is Plan B for the end product:
Follow the industry trends, development of the industry is the stage.
Development of information technology to the clinic as an example:
The earliest example of many small clinics and village clinics are handwritten medical records and prescriptions;
Later, the clinic started with a localized system to write his medical records and prescribing;
Now and then a large number of clinics started using saas access network systems to perform these routine diagnosis and treatment;
And some high-end chain of large customers for data security and control began to deploy a private service.
Of course, there are many trends in other dimensions, such as an increasing number of clinics operate from small workshops gradually turned to large-scale, standardized chain management, a growing number of clinics with a prescription from a profitable business philosophy gradually shifted to improve high treatment services and user experience as the core value of the business philosophy, these are some of the branches of trends in various dimensions.
Each stage has a business model for each stage of the degree of information technology, business philosophy, team management, and even decor.
Shape of the industry is actually a different stage of a consensus in society at that time, science and technology, human environment industry practitioners formed, which has a strong temporal characteristics, just as there will be a clinic in the 1980s to user service experience as the core business philosophy.
So it is important that planning is the time to do the right thing.
If your industry is currently in the early stages of development, then the line under the original line up of the most core business pain points that would replace most parts of the thing;
If your industry is currently in a stage of rapid development, and facing opponents more and more competitive products, so it is necessary to do the core part of the business, but also to find their own core positioning, and continue to strengthen the competitiveness of the difference ( for instance, your chain system to do better than other competing products) will be the most that piece right thing;
If your industry is currently in a high degree of maturity of development, then the customer will be the most important needs of the full channel capacity from the early acquisition (CPA) to meet management capabilities, to meet the late, how to help customers improve revenue and efficiency, comprehensive reduce costs, optimize the cost structure would be that most of the pieces of things.
These are just an example, different industries in different circumstances, can not be generalized, but we have to understand one thing: planning is based on objective may be, what kind of business objectives determine what kind of product target, what kind of product target to decide what kind of product planning.
In simple terms goals can be divided into short-term goals, medium-term objectives and long-term goals.
A goal is a long-term vision for the product.
For example, over the next 10 years of your plan target is to become the world's largest second-hand car trading platform for more than 100 million consumers with second-hand car trading services.
It takes a long time to achieve this goal, the role of long-term goals to guide us more is not lost, forgotten early heart. But his influence is small for short-term operating strategy.
Medium-term goal is to achieve a closer, the higher the feasibility of the target.
For example, the goal is to be in three years saas system serving more than 10,000 customers of high-quality target.
Generally medium-term goal would be broken down into short-term goals, such as three years to reach 10,000, then reached 2000 this year, nearly half a year to reach 800 (this is a short-term business goals).
Short-term goals, since given the short-term business goals, we look back, now is a molding in anything? Already it has sufficient market competition yet? Positioning is clear? Whether to use user satisfaction? Function is perfect? Whether it is capable of carrying 800 customers' needs?
If customers have signed up higher KPI, it means that the system must function better, and have strong market competitiveness.
If customers have signed lower KPI, it is not so high requirements for the finished product, there is a long time to go to polish the details.
The fourth layer dimension values: the commercial viability of mining products (creation of product revenue)
When we choose the right high-priority needs to achieve, we have to consider the commercial viability of the product.
Commercial viability: the line after the product, whether the user is willing to use / continue using this product, and are willing to pay for.
If you can do this one, that you have already started thinking of commercial products of the. Products / features you do will have a more clear objective, and that is to create business value, allowing for self-hematopoietic capability.
How the commercial viability of mining?
For example, they had no time to online shopping, we all have to go along the street shops, department stores or buying goods and Taobao more convenient by providing a new experience, allowing users to stay at home will be able to buy the things you want in the world for this reason, users are more willing to buy goods on Taobao.
This is innovative technology and user behavior patterns change, leading to new business opportunities.
Let me give an example, such as you link up 10,000 Taobao business, average per store sales reached 2 million a day, distribution cost 1 million, because Taobao 7 days no reason to refund rules, once the dealer is unable to immediately get this 2 million, so each merchant to bear seven days Distribution costs, which is the pressure on cash flow 7,000,000, the entire platform will have 7,000,000 * 10,000 = 700 million of cash flow pressure.
This time you also thought, why can not we provide financial services to these businesses? They help ease cash flow pressure.
That's when you serve enough body mass of the B-side customers, the excavated business opportunities.
The larger the output value of the B-side of the industry, the higher the total cost, then the business opportunity behind the greater.
The commercial viability of mining there is a benefit that is capable of pushing forward towards a more complete and powerful product development, and made available to paying customers a wide range of levels of service to provide the difference to the general customer service, so that different levels of product features to maximize the value.
to sum up
This is the 4-dimensional value of the product manager:
Product realization (do it)
Resolution analysis needs (choice of doing)
Product planning (choice of direction)
Mining commercially viable (revenue)
Of course, there are more higher value:
1, B-side around its own products, customer-centric establishing ecological, so that different roles entire ecosystem in cooperation with each other, and can make money from this product is eco-architecture capabilities;
2, from 0-1 hatching a product, and to achieve high growth and among the industry top level, which is the insight and ability to grow;
3, develop effective goal alignment mechanisms (such as OKR) and scientific management team to improve the product - quality and efficiency of research and development, and the ability to fully support the demand side of the business, which is the team management products. .
What stage, what environment, what power, you should decide how to achieve value.
Clear objectives and clear ideas, the right way, you can from the rapid growth so that they become more valuable!
