What is SP Planner?

There is only one purpose of SP planning, which is to plan a plan to create customers for SP.

For the purpose of the enterprise, potential customers have no meaning. Only through marketing and innovation can enterprises attract and promote prospective customers to become customers, and the purpose of enterprises can be realized at that moment.

Planning is the strategist, adviser and consultant for enterprises to achieve this goal.

The value of customers is often unclear. Customers may have obvious unmet needs. But more often, customers don't know what they really need. For example, before there was super girl, who could have predicted that TV viewers needed such programs? When the computer was just born, who could have predicted that it meant such a huge and rich market? Therefore, planners need to communicate and confirm, technicians need to develop and realize, and marketing personnel need to inspire and wake up.

Therefore, planners need to understand customers, understand the market, understand technology, and more importantly, understand customer value trends.

Therefore, planning needs creativity and systematic and organized innovation.

With good ideas, planners need to have enough passion to interpret, enough calm to analyze, enough imagination to integrate existing resources and provide value to customers at the lowest cost.

In a word, planning is a knowledge, a deep knowledge, a deep knowledge about innovation and marketing.

Sp planning skills daquan

1. What do you plan to do and what role do you play?

Planning can engage in different specific work according to the nature or business scope of the enterprise. For example, if an advertising company has an advertising plan, what it naturally does is to design a plan that can attract customers' attention and interest, and how to design some of its own products, how to improve them, how to push them to users, and how to open up the market. The audience is planning to make a film, and there must be someone planning to hold a party, but this is not clear in informal activities.

What is the specific plan? Many people ask me that. In fact, as the name implies, planning is planning, and planning is planning. The combination of the two is naturally a feasible and concrete strategic plan for some things that will happen in the future. If you want to ask him what kind of role he plays, my general metaphor is similar to that of an ancient strategist. Of course, the most famous one is our Mr. Zhuge Liang. Nowadays, shopping malls are like battlefields. Business planning naturally requires you to have the same "battlefield" analysis ability. But according to different industries, there are considerable differences. If a business planning elite is comprehensively said, the requirements are really high. Generally speaking, some wise men with careful thinking, strong economic awareness and rich experience can plan and win the battle after the n day of a month. But in some industries, such as sp, the requirements are relatively low …

2. What are the general sources of existing Sp planners?

In fact, the planning of any industry is generally evolved by others, because as far as I know, there is no university offering planning specialty at present. In fact, an excellent planning often depends on talents. Of course, you can reach a certain height through natural efforts, but there will never be talents in this position.

As an sp planner, even all sp staff should. As we all know, sp industry is a new industry, and no part or institution has set up a training institution with professionals. Perhaps after several years of sp development, universities will increase sp-related majors, regardless of technology, marketing and planning, which generally come from other industries. Of course, a few years is not a long time. After several years of adventure, some newcomers have also become senior predecessors, and now the scale of sp personnel is constantly expanding. In my opinion, the supply of sp talents seems to be in short supply.

As far as I know, planners who have been in the industry for one or two years now usually enter the industry by accident or are dragged in because the boss thinks that there are many ideas or good writing, but there is almost a very blank stage at first. Then they got on the right track step by step and had a clear working idea. Other planning mostly comes from editors or some employees who have performed well in other positions, because they have been in the industry for a long time and have a certain understanding of industry knowledge and products.

Generally speaking, sp planners have two sources. One is that they are transferred from related or unrelated industries because of their active thinking and good writing style, and the other is that some other employees' understanding of the industry has changed.

3. How to create a product plan?

Systematic and comprehensive analysis and consideration, compared with similar products, the reasons for product demand or potential demand, preliminary market forecast, etc. Make a systematic arrangement in your mind, then make a simple preliminary discussion through some simple investigations, and then start to form a complete project proposal.

What is a project proposal? What is a product planning case?

The project proposal should be regarded as the second stage of a product, and its main content is to clarify the cause of product demand, product introduction, realization principle, simple process, business model, input forecast, income forecast, promotion plan, etc. As the name implies, it is for your boss to see and discuss. If you think it is feasible, you must be clear about your reasons, including from production to promotion, from input to recovery forecast, if it is passed through discussion or decision.

The main points of the product planning case and the project proposal should be similar, but the difference is that the product planning case is more detailed, more accurate and more focused on the product process, because the product planning case is a product process to be developed by the technical department, and the product design guide must be detailed and feasible. In addition, it has all the characteristics of the project proposal, because it is not only a process guide for the technical development department, but also a preliminary plan for the whole product from input to promotion.

5. How are they written?

At least the following points should be made clear from the general aspect, but the specific situation can be further subdivided.

1. product background. Why do you want to develop this product, why is there such a demand, and why is there such a market? )

2. Product introduction (explain what kind of products you want to make, functional features, etc. )

3. market positioning (which user groups will you plan to target this product? Why? Of course, what you want here is the reason)

4. Business process (specific to the design of some products, the operation of users, participation methods, etc.). )

5. Business model (who is the target of this product and how to determine tariffs)

6. Promotion plan (write down how your products will be promoted according to the characteristics of your products. If you can't expect a better promotion plan, how can you invest? How can you plan? The whole series of work should be considered. It is said that you should be strategic, comprehensive and careful. )

7. Input prediction (generally including pre-development, post-maintenance and promotion in different stages, which can be subdivided into human input and material input).

8. Income forecast (make a preliminary analysis of the market, and predict the income that will be brought according to the product situation, tariff situation, market situation you expect and promotion investment situation,)

9. Comprehensive analysis or summary

Make a final summary of the whole product, advantages and disadvantages, and can be supplemented if necessary.

6. What is a statement? What's the difference between a manifesto and a compelling proposal or product planning case?

The declaration is submitted to the operator for approval. It's usually a formality. Although it is a formality, this step cannot be ignored. This is also what you should do well in planning. The biggest difference between the two should be that the focus of the project proposal is to show the decision-making level of the company, and the focus is on the explanation of the reasons for demand and the analysis of the market and income. The product planning case is more specific, but more focused on business processes. Because it is mainly aimed at the development department, the declaration is aimed at the operators. Of course, the content may be very different. After all, what you say to your family is different from what outsiders say, or the project proposal and product planning case are very true. The declaration form is relatively more grandiose, and the main concerns are the demand background, product characteristics and functions, and detailed product process description. Of course, some formal and slogan-like things are indispensable.

General companies will provide you with some references or templates, such as company profile, product background, market analysis, product introduction, product characteristics, product market positioning, detailed process description, business model, cooperation model, promotion plan, customer service strategy and so on.

7. What is the general workflow of planning?

How to turn your ideas into specific product planning schemes? In fact, this is also an assessment of your ability, because as a planner, you need to know the knowledge and analysis ability of the whole industry and surrounding products, as well as the ability of language organization and system analysis. When you have these abilities, it is naturally easy to plan a product with ideas and creativity.

Of course, the first step should be creativity-project proposal-= product planning case-investment development-promotion.

With the necessary ability and clear working methods, do you think you will still be at a loss? Are you still at a loss? If your answer is yes, it is a question of your personal ability. If you are confident, you still have potential!