For many budding newcomers who have just started to make or produce products, there is always a question in their hearts. How does the product work? How does the operation work? What are operational thinking and product thinking? Here, I will share some experiences with you and make some answers. I. Products &; The definition of the second half of the Internet operation is really vague. In terms of differentiation, the definition is gradually blurred, because Internet products tend to be homogeneous, common functions and designs are basically fixed, and the dividend period of user growth has passed, so many times products and operations work together with departmental products, so it is necessary to distinguish how products and operations actually start to work. Second, the difference of workflow 1. Product workflow Product work is a work that needs thinking and communication, from the beginning, thinking about users, business processes, business models, communication with users, boss communication, development communication, follow-up and communication after going online, etc. It is a very detailed work, starting from excavating user needs, completing functional design, outputting prototypes, outputting PRD documents, product development review meetings, and finally developing online testing. If you don't think carefully, you don't have certain communication skills, and your thinking logic is not clear enough, the final product will inevitably have problems. (1) Demand analysis can be divided into active and passive. Initiative: according to your own observation, product usage data feedback can bring users or revenue growth to the company to do demand mining. For example, an operation needs a sharing tool, and sharing is convenient for active communication; Passive: the boss gives the demand, what function is needed, and says that the product does the function. The beginning of requirement analysis is a series of processes under certain rules based on the user's role-location-relationship. First, we need to know who the users are. What is the business model? (1) do business drawing, user portrait, understand the whole company's business and users; ② Analyze competitive products, get to know competitors, interview users of other products, and get to know user habits and user experience. ; ④ Requirements review, generally a BRD/MRD is needed here, and even some companies need PRD(2) prototype design, which is a very important part and a demonstration of the basic functions of future products. From the functional structure diagram-information structure diagram-product structure diagram, considering the needs and paths of the whole function, the optimal scheme is made; Improve the operation process path and complete the prototype framework; Draw a prototype and make a real minimum living standard prototype; Internal requirements review, product, UI and development participation to determine the technical realization of the function; If it fails, modify the optimization until it passes. (3) Interaction and visual interface interaction and visual interface design here, some products don't need to be done, just need to hand over the design requirements to UI and UX, and finally take shape, but in this process, it needs to be followed up constantly, and finally form a prototype with high guarantee; The content includes page style, layout, text, tone and so on. (3) The product development review will hold the final high-fidelity prototype design at the final meeting, and give the high-assurance cutting diagram and logic of development. Arrange the development time and then follow up. (4) Follow up the daily development and communicate some details with the development, and follow up the development progress, which requires the products to be completed according to the schedule. (5) After the testing and online work function development is completed, in the testing environment, basic testing is carried out according to the flow-operation-data dimension of the prototype, and bugs are fed back to the development; Follow up other aspects of professional testing; BUG handling is perfect, and after the function is finally realized, it will be updated normally according to the agreed online time; Test in a formal environment, feedback bugs and follow up bug handling; When publishing, it is best to distribute relevant manuals, and follow up the user's operational data and feedback for continuous iteration and optimization. My product works SOP- Part 2. Operation workflow The beginning of operation is a top-down process, from the initial global analysis, internal resource inventory, setting indicators, etc. &; Reward and punishment mechanism, the operation without goals and rewards and punishments is hooliganism, and the operation without resources investment is inefficient squeezing. In some offline companies, the operation is like a soldier fighting a war, and there is no plan, so I don't know how to lose the company. This article does not involve too specific content (1). It analyzes the whole industry from a global perspective, including but not limited to the financing trend of the industry, the company's internal resumption, competitor data and trends, the stage in which the industry is located (initial stage, dividend period, maturity period,), major events and so on. The control and analysis of a series of information can help enterprises make reasonable decisions at the beginning, whether to burn money or not. Which sites do you want to expand? Input budget and match the target, etc. Generally speaking, these tasks are completed by the director of operations or the chief operating officer, and may directly overthrow the existing business model. (2) After the operation strategy is formulated, it is necessary to set the tone for the future operation at this time, which refers to the operation strategy. To put it bluntly, this is the way to play. In my personal understanding, the operation strategy is actually what angle or dimension to cut into the operation after integrating the internal and external resources of the company. Cut into the angle and make rational use of local and company resources, which will save a lot of money and probably get twice the result with half the effort. For example: case 1, activity operation, setting the tone for 2020, adding new users from February to May, and awakening old users, then the activity design should tend to spend money for new users, and the consumption and secondary retention after spending money will be very key and core indicators. When designing activities, we should design promotion channels and communication mechanisms, and at the same time give preferential treatment and stimulation to old users. Case 2, opening up new markets in China, for example, people have deep roots in the Yangtze River Delta and their own companies are mainly in the Pearl River Delta. If they want to enter the Yangtze River Delta market, they need to choose appropriate strategies, such as digging people-increasing rewards, harvesting users through the same channel-preparing activities, or doing something involving their experience in their good city-Shanghai, and then rapidly expanding other cities. (3) When the operation plan is formulated, the grass-roots managers need to participate in it and give suggestions to the leaders, such as what the goal is, whether the KPI to be assessed is reasonable, the resources to be prepared, the coordination department, the personnel to be prepared, the financial budget and the ROI model, and finally form the Gantt chart of the operation plan, which lasts 1 month, and lasts for half a year or even a year. PS: You must find out how much you invest, how many new users you will generate, sales performance and so on. And tell the boss, otherwise the boss will panic. (5) The SOP of the daily work of the implementation plan is completed by the operation director and supervisor, and then completed one by one according to the set time point, such as material preparation, expense application, personnel recruitment and configuration, personnel training, etc. The final effect depends in part on whether the team has unified its thinking, the actual implementation effect and feedback adjustment, and the handling of unexpected events (such as technical bugs). Such as setting up mechanism, daily meeting report, communication and feedback mechanism, weekly meeting and next week's plan. (6) When operating the rewinding, it is managed for each operation. If the team is small, everyone needs to output their own results, and the resumption can be optimized and insufficient. Third, the difference of thinking mode 1. Product dimension products must think of who the demanders are from the beginning, and then what functions are needed, what is the process of this project, and what kind of data will be produced? In terms of product thinking, we don't think like an operation from the beginning, what is the goal of this month, and how to dismantle it. This is the biggest difference; When the product drives the development of operation, it is the following thinking path. In addition, we will think about what products can provide from the aspects of product communication incentives, practical value (tools) and social currency, or let the products spread themselves after the product mechanism and game rules are established. For example, add a group sharing tool, optimize the interface to meet the target customer base, and provide the services that businesses just need. 2. The initial thinking of operational dimension operation is what is the goal, what is the task, how to disassemble the task, and then what needs to be done (activity-planning-execution-material preparation-budget, etc.). ), top-down thinking, thinking from the role and angle of the executor, rather than starting from the user, and finally forming the implementation plan. Under the existing resources, there are also a series of management work for user growth, such as pushing, setting up stalls, online and offline, marketing activities, promotion activities and saving users, as well as data monitoring and final effect calculation in the process. 3. Balance between products and operations There are many similarities in the ability under the iceberg, such as thinking logic and business process understanding. So finally, if a company's products &; The operation needs to reach a balance point, that is, the goal is unified and it grows towards users. Sales growth &; If you work hard to improve management efficiency, you can't go wrong, because you are thinking about what the bosses are thinking, and you can properly look at them. Four. Other explanations: I am a senior operation and product, a serial entrepreneur, and now I am the product director of a company. I have worked in 0- 1 & operation experience, large-scale event planning, national operation promotion, product demand mining and online products. This paper only represents personal views, and the analysis results belong to the author's research in this field. Welcome to communicate ~