Talking about the product manager of O2O industry: We are not forced, we just do it.

There is such an industry that when you talk to others as an insider, the other person will raise his eyebrows and stretch his expression on 20 14: Ah ~ ~ ~ promising! 20 15 The other person's eyes will droop and his face will look slightly dignified: Oh ... it was quite hot last year! Yes, this is the O2O industry that has been won and thrown out in one year. As a product manager in the O2O industry, I also grew up in this ups and downs.

As the product manager of O2O industry for more than 2 years, he participated in and led the product design and operation of three business modules, namely, APP, 1 light application and 1 suite background. Take stock of some experience and talk to friends in the industry or at the door. Of course, it may also be biased. Please correct me.

First, the correct way to open the O2O product manager

Let me say some humble opinions first. O2O products are essentially connected, connecting services and users. From the product point of view, it seems inaccurate to generalize with C2C or B2C. "CPU" seems to better define this multilateral service system: customers (service providers), platforms (product platforms) and users (service consumers). Therefore, the entry point of O2O products must be mature offline businesses. No matter Didi, Beaver or Meituan, there is no manufacturing business. They are carriers of offline business such as taxi, manicure and takeaway. The value of their products lies in successfully diverting the bottleneck of offline business through the Internet. Therefore, product managers in the O2O industry must understand the business, business scenarios and roles involved in the value chain, and then you can define the target users and product requirements.

But what if you don't understand the business? Bubble! Bubble market, bubble users, bubble promotion ... well, the three-view destruction mode is on.

1, bubble market, the purpose is to find a pattern. (BTW, in the past, most of the Internet's gameplay was to circle users first, and then think about the mode, but O2O was not good, and the mode was not clearly thought out. Blind scale was costly. Such cases abound. Isn't this market research, analysis of industry reports, competing data, interview sales, marketing and operation? Don't! Not enough! Especially as a brand-new product line, this stage can be understood as the conception stage in the early stage of entrepreneurship. No one in your team knows what you want to do and how to do it. You must make yourself an expert, at least the one who knows this business best in the company. For example, what we were doing at that time was "maintenance" products, and there are already a number of home appliance maintenance products on the market, such as Easy Home Appliances and Universal Brothers. So where is our living space? We collected the number of users, the number of units and the unit price of competing products in order to see the doorway behind them through these operational data. We need to know how these data come from, or use our own pockets to experience their services, so that when the little brother of E-Home Appliances came to my home to serve, he was embarrassed to charge more than 200 yuan to wash a range hood that didn't need washing.

2, bubble users, including server users and consumer users. Because the company's overall business is around community service, we also soak in the community and other people's communities and observe the service points around the community, such as repairing home appliances, unlocking and dredging. Chatting with the uncle of security guard and the owner of hardware store will improve the flirting skills with Han and make her more feminine. Because our market entry point is the differentiation of "order source", uncle security is one of the important links, so if we have nothing to do, we will go to the community to chat with uncles and brothers with various accents. Don't think that people with clean faces will sympathize with jade. No, to make a good impression, you must sell it and scatter it. Once, you won the trust by helping the security uncle "quarrel" with the physics master. And boys may just need to send a cigarette.

3. Push the ground. The mentality of just entering the business is like this. At least it's a decent well-known company, a small white-collar worker. Even if you play O2O, you have to play with some style, right? For example, can you try to avoid pushing something so low? No way! It is not unimportant for the product manager to sit in the office and draw prototypes, write documents, write reports and read data, but he needs to make room when necessary, and the links that do not require cooperation (such as developing requirements and budgeting with finance) can only be done by himself after work hours. Because it is a new business, all the routines have not yet taken shape, so the product manager should take into account the market operation, and of course thank the company for its authorization. I have the opportunity to ask myself this question. Fortunately, I am from the market, and there are not many operational problems in a small scale. I have to follow up from the scheme to the overall planning and implementation. Of course, it is definitely not enough to rely on me alone. How to mobilize resources for work is another topic, so I won't expand it. What impressed me more was the second push, which coincided with the end of the year. Many masters returned home in advance, so the push date had to be adjusted, and the master resources were in short supply. At that time, I found it by pretending to be a property manager, calling the masters in various small advertisements, and then interviewed them. One of them is very nice, but the mobile phone is not a smart phone. I asked the master to register with my mobile phone, and then followed the master to come to the door one by one. It was the coldest winter in Shenzhen, only 4. What's the advantage of following the door-get the most real user needs first hand. It is worth mentioning that the master called me as soon as he returned to Shenzhen for the New Year and told me that he had changed his smartphone. This is the first time I feel the joy of "changing the world"!

The first version of the product was completed within 1 month, including the client APP and the master APP. When you understand the business form, the people in the business process and what they have to do are very clear. What is the core information of user reservation? What is the core information of the master's order? Is it a grab order system or a dispatch order system? Are there any restrictions on online payment? How to show the informatization level of maintenance projects? Through all kinds of bubbles, everything has an answer. The first version of the product is very simple, and the core goal is clear business logic. I don't care too much about the details such as buttons, font colors, and easy viewing of orders, so I decided quickly and everything was verified by the market. Facts have proved that users are most concerned about the service connotation, that is, the "multilateral" circulation efficiency. Otherwise, even if the interaction is cool, no one will solve the toilet blocked by his house for an hour, and the product will inevitably fall to the end of being deleted by seconds.

Second, pain and happiness.

? This may also have its disadvantages, such as distraction, I can't give a 360-degree high-fidelity prototype without dead ends, I don't have time to carefully evaluate every test case, I don't have time to carve every interactive page, and I don't have time to participate in development and design review. So extra time is needed to communicate and deal with some implementation details, such as branch process and delivery schedule. But it's all worth it.

1, because you have a more comprehensive vision, you will feel more about the control of the product life cycle. You will know the future development direction of the product and how to meet the different development stages. During the interaction between product iteration and operation iteration, the collection and screening of requirements are more efficient and accurate. Because your requirements are focused, the feedback data is also focused, which has clear guiding significance for product improvement.

2. Because reasonable product demand is not divorced from business reality, there is also market feedback. Therefore, although developers, testers and designers will help you find out the missing parts from time to time, everyone will know more about the business, and most of your feedback will be positive, which will avoid many meaningless tears and doubts.

Individuals' abilities will be fully exercised, and their knowledge will be expanded in an unprecedented way. Whether external or internal, you will find the most effective communication methods from the adjustment of communication objects and communication purposes, including how to mobilize resources, the ability of project management, the ability to target, the ability to decompose and land. These can not only achieve themselves, but also achieve the team.

I really appreciate this assignment, which gives me a chance to review this unforgettable "entrepreneurial" experience. The sky in front of Tibet is open and the air is thin. This is the way I want to go.