*254 Distinguish the four dimensions of demand authenticity: pain point (strong), just-needed, high frequency and universality.

Part one? Key Points of the Course "How to Discover User Needs at an Early Stage"

The second part exercises

According to Xiong Jun's product demand theory, please analyze the user's demand mainly met by several successful or failed products or find some "pain points" by yourself (not limited to Internet products) and choose another means to analyze the demand.

There is no effective means to help you find your needs accurately, and there is always a gap between the pain points of users imagined by entrepreneurs and the real situation. In fact, the whole process of starting a business is the process of finding pain points. Although you may not find the real pain point, you can try to find it from the following three aspects:

1. Your own needs

2. The pain points of others

3. While learning from other people's failures and bad reviews, we must pay attention to the fact that users' needs are not necessarily real needs, and users can only explain their explicit needs clearly; There can be an innocuous solution to the same requirement, and an effective starting point needs to be found. There are only two modes of making money in the world: "saving time" and "killing time". What users want is actually a solution, not a function. The real value of products lies in solving problems.

Distinguish the four dimensions of demand authenticity: pain point (strong), just need, high frequency and universality.

Zhou and Zhou Hang (the founder of Easy Car, a serial entrepreneur, and now a partner of Shunwei Capital Investment) both mentioned this issue. In his book Re-understanding Entrepreneurship: An Entrepreneur's Thinking on the Road, Zhou Hang mentioned three points to distinguish the authenticity of demand, namely, strong, frequent and universal, while the methods to distinguish the authenticity of demand by week are just need, pain point and high frequency. In the actual process of starting a business, the order of our thinking is: pain point (strong) → just need → high frequency → universal. Explain the concepts first, and then talk about how to distinguish the authenticity of the requirements.

Just need:

From Maslow's hierarchy of needs theory, both physiological needs and safety needs are just needed, and those related to enterprises are just needed. For example, if your company needs a financial system to settle accounts, then the company needs to purchase, otherwise the financial colleagues will not be able to work normally, of course, provided that your company has a certain scale.

Physiological needs are the basic necessities of our daily life, and of course sex is just needed for men.

Security demand is security. Girls get married and want a house as security. Anti-virus software meets human safety. Some entrepreneurs emigrate for safety. Even if they pay for knowledge now, they meet the security needs of the middle class (because the middle class has finally climbed this class, and is particularly afraid of the decline of its own class, so it is particularly anxious. )

Pain point (strong)

This is based on whether users are willing to pay for your products. This is the same reason that many girls judge whether boys love her or not. Why do many girls take men's willingness to spend money and time for her as the criterion for judging? Because money and time are the most important things for most men. Men who are willing to spend money and time for you don't necessarily love you (for example, some rich and idle rich second generation have plenty of time and money, but it doesn't mean they love you), and men who are unwilling to spend money and time for you don't necessarily love you.

When making products, we are faced with market users. Users are willing to spend money and spend a lot of money, which must be the pain point of the market. On the contrary, being unwilling to spend money means that the pain point is relatively low.

high frequency

The so-called high frequency is the frequency of users' needs, such as eating, which is a high frequency demand, but * * * enjoying umbrellas is not a high frequency demand, because after all, it doesn't rain every day, but it meets the needs and pain points.

universal

The so-called universality means that the number of users must be huge, such as product training. This market is not very big. After all, the total number of product managers in China should be around one million, which is nothing compared with the Didi taxi market. This is why Zhihu has expanded from an early gathering place for Internet personnel to all walks of life. Because Internet personnel are placed in the national population, after all, they belong to a minority, so they can only expand the coverage of users.

In the actual entrepreneurial process, the importance of these four dimensions is different.

Pain point (strong) and just need are the conditions that entrepreneurial projects must meet, and high frequency and universality should be combined with the actual situation of entrepreneurs.

In the low-frequency demand, you can also succeed in starting a business. If you can get enough users, you can still succeed, such as just being a villa design studio;

In the unusual demand, you can also succeed in starting a business, but the scale is small and the development is slow. For example, training, I earn more and earn less, all of which are mine. As long as I can support myself, I can take my time.

To meet the characteristics of just need, high frequency, pain and universality, the competition will be fierce, because everyone wants a bite. Generally speaking, it is easy to form a unicorn to make the enterprise bigger and stronger and raise funds for listing, and it also has higher requirements for the entrepreneurial team.

Therefore, when choosing a project, we should not only consider the market demand, but also consider the conditions of the entrepreneurial team itself. It is most appropriate to choose the road with the highest probability of success.

References:

/a/283396 167 _ 120056078

?