The most overlooked thing for user growth is the growth front.
Editor’s note: This article is from the WeChat public account “Second Lords” (ID: huangyongpeng_com), author Huang Yongpeng.
We often see a lot of products gaining good growth in a short period of time, but users are quickly lost, and the final product is dead.
For example, let’s look at two examples:
Case 1: The bullets of the relatively hot bullets in 2018, through the influence of founder Lao Luo and the self-propagation of a large number of media, gained 4 million active users in just ten days, but the final result is known to everyone. Did not do it. Almost no one has used it until now, that is, almost all of the users acquired at that time were lost.
Case 2: When the capital was very hot in 2015, there were a lot of O2O products that came to the door, such as door-to-door haircuts, door-to-door massages, home cooking, etc. These products were acquired in a short period of time through the power of capital. Good user growth, but did not do it in the end.
Why do these products have achieved rapid growth in users in a short period of time, so that they cannot break through the cycle of user growth?
Because, we often drive user growth through launch, A/B testing, promotion, social communication, etc., but ignore the most fundamental factor in user growth: user growth.
The so-called user growth pre-position, that is, before we start to acquire, activate, retain, cash, and other growth behaviors through various means and methods, in fact, user growth has begun, and we will begin to think about user growth.
User growth front-end is the most fundamental driving force for driving user growth, and is the basis for user growth. Otherwise, user growth will become a passive source of water, and there will be no roots.
Specifically, user growth has three dimensions:
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Discover and verify pain points and needs
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Value Analysis of User Growth
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Developing a growing Polaris
Discover user pain points and needs
Discover and verify pain points and needs, that is, we need to achieve product-market matching before we grow, we call P/MF, and PFM is an abbreviation for Product-Marketing Fit. That is, we need to find the user needs and pain points of the product.
If the user’s pain points and needs are not found, the product-market is not matched, and the products produced will not grow for a long time, no matter what way and means are used for user growth.
Next, let’s see how to find and verify the pain points.
pain point defining triangle
The so-called pain point is the point of pain. It is the problem that the user encounters in the process of satisfying the demand. This kind of problem hinders the achievement of the demand and causes the pain of the user. When the user’s pain points are discovered, the opportunity points and fundamental drivers of growth are found.
To find pain points, you must understand three things:
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Users: Who are our users
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Scene: What to do under what scene
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Question: What issues are preventing user demand from reaching
There are users, scenes, and problems. These three elements constitute the pain point defining triangle. The lack of any element in the triangle to talk about pain points may lead to inaccurate judgment of pain points and the occurrence of false pain points. Because different people, different scenarios, different problems will be encountered, there will be different product solutions.
There are users, scenes, and problems. These three elements constitute the pain point defining triangle. The lack of any element in the triangle to talk about pain points may lead to inaccurate judgment of pain points and the occurrence of false pain points. Because different people, in different scenarios, the problems encountered will be different, there will be different product solutions.
What is the pain point for “meal”? If I ask this question, maybe the answer will be varied and no one can say it clearly. But through the pain point triangle, we put the matter of eating into three elements, and it will be clear at a glance.
Zhang San worked overtime in the company, didn’t have time to go out to eat, and used the hungry to order the takeaway, solving the problem of eating.
Zhang San’s pain point: Because there is no time to go out to eat. The solution is