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Author | 77
review | gongyouliu
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auroral-L
4 large mental model with household growth In the last issue of the article, we mainly understood the basic concept of "user growth" and the three stages it is divided into. In this issue, let's learn the four major thoughts involved in it.
In the process of achieving user growth, we often encounter the following problems:
The company needs to develop a new product, but does not know where to start.
The product is made, and it has obviously added many functions in accordance with the user's request, but the user does not like it.
The product is clearly very good and solves the pain points of users.But it has been unable to break through the bottleneck of user growth.
……
In fact, the main reason for these problems is that our existing knowledge and experience are dotted, scattered and messy, and often just stay at the level of knowing, so we need to model Way of thinking and methodology.
The first user thought:
Think about the problem from the perspective of the user. The starting point is the user and the foothold is the problem. Have the ability to become a "fool" in seconds. The fool here is not a real fool, but refers to the standpoint of ordinary users to use and think about products, completely forgetting their professional background and experience Only then can we get an accurate insight into the user’s pain points. For example, we often encounter in life, although there are many holes in the socket, and the distance is very close, it is easy to have the problem of mutual exclusion. This obvious pain point has existed for many years, until a company in the Netherlands, from the perspective of the user, changed The structure and location of the socket perfectly solve this problem. This is the embodiment of the user's thinking, and everything must be based on the user.
The second essential thinking:
There is a classic case saying that "the user buys not an electric drill, but a hole in the wall", Ford founder Henry Ford once said: "Before there is no car, the user will not tell you that what he wants is a car, only that he wants a faster carriage." , Essential thinking is to think about the most basic causal relationship. From complex relationships and connections, discover the most important goal or purpose of users, and discover the essence of things to drive growth.
The third value thinking:
business value refers to what can be brought to the enterprise by satisfying user needs. We think from the following three dimensions and processes: value prediction (preliminary analysis and estimation of the entire market size, user structure, user dependence, and judgment of the size and value of the market)-value model (what profit does the product rely on? , Is it relying on advertising, value-added services, or platform sharing, etc.)-value indicators (what indicators are used to judge the value, such as turnover, DAU, repurchase rate, etc.). User value is the prerequisite of commercial value, and commercial value is derived from user value, and they complement each other.
The fourth system thinking:
refers to when we think about the growth of users, we use the whole and connected thinking as a cognitive system to study and consider the object Three characteristics: integrity ,That is, everything is a system composed of many elements, and when we analyze each specific system, we must put it into a larger system for thinking. For example, the "Ele.me" takeaway platform, as a service platform that solves users’ food and beverage delivery, is a system, but it is composed of many elements, such as users, platforms, food delivery staff, merchants, etc. It is not enough to understand these. He puts it into the larger catering industry, logistics industry, retail industry, payment, technology and other systems to think about, they are all closely related to growth. Another feature, , both horizontal thinking, but also vertical thinking, such as a product's user growth, in the horizontal, we should consider its target users, whether it is competing products, competition How are the opponents doing, etc., through analysis to find direct connections and laws. Vertically, we also need to think about which stage of the company’s industry is currently in development and what will be the future trend, and put the problem in the entire time process to think about; the last feature It is dynamic , which is to adopt different response strategies according to the continuous development and changes of the system.
These thinking modes seem to have no direct relationship with user growth, but in fact, the fundamental thinking that we must have to do user growth runs through the entire series.
This issue of "user growth" four major thinking is here, the next issue we will explain in detail how to find the root cause of user growth.
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