Last week, I watched an interesting open class in the workplace for operators, and the sharing guest asked a question at the beginning:
"How to make 1 million for the company in 3 months? How do you think"
Many friends responded:
"Increasing Traffic Channels"
"Spend more money on advertising"
"Buy one get one free product, or sell it with a low price strategy"
The small partners who have been responsible for commercialized revenue have been asked the above questions, how to achieve the goal of revenue commercialization? Some people give the implementation plan directly, and some people give the methodology. Looking at the replies in the live broadcast room, I seem to see countless former self.
I used to be a small operation that would directly give implementation plans. I remember once the boss asked: Why did you give such a solution? What is the reason? The young I swore to answer: "Because I have been doing this all the time, and based on past experience, this method is effective." Later, I had an epiphany after being called by the boss.
Telling this little story is not to deny the previous answer. I would like to talk to you about the thinking of commercial dismantling.
Everyone is talking about commercialization. What does commercialization do? make money? Expand traffic? Is there a replicable approach to commercialization?
1. What is commercialization?
What is commercialization? According to Baidu Encyclopedia, commercialization refers to the behavior of rights holders using free and equal exchange as their means and profit as their main purpose.
To put it simply, commercialization needs country email list to make money, and commercial operation needs to shoulder the burden of making money for the company.
Second, what does commercialization do?
Commercialization can extend many related words, business thinking, business model, profit model, business strategy...
So, does commercialization equal business thinking? Is the business model the same as the profit model? Many users like to confuse these concepts.
The scope of commercialization is very large, involving not only business models, but also profit models and user models. The key is to find a golden route that suits your products.
This golden route should be based on the dismantling of business goals, and a subdivided goal plan should be formulated; the achievement of each small goal means a contribution to the business model; the connection between each point will finally outline the perfection. commercial routes .
Regardless of the product, what problem does commercialization need to solve? Where should the flight depart from? (The previous tweet "Product Operation Doesn't Understand Data Analysis, How to Carry 100 Million KPIs" mentioned the universal formula)
I think that commercialization is actually the most urgent to solve three key problems - increasing traffic, increasing arpu, and increasing user utilization. Based on this, the product operation strategy is continuously optimized .
1. Increase traffic
In the era when traffic is king, there is no exposure without traffic, not to mention the paid conversion of subsequent products.
When we are talking about commercialization, the first question to be solved is - where does product traffic come from and where to get traffic.
Common ways to obtain traffic are: increasing cooperation channels, placing effective advertisements, offline push, fission activities, etc.
The variables of cooperation channels will not be particularly large. Usually, a few channels where the target users of the product are gathered are selected for long-term cooperation, and other channels in the sinking market are further expanded. If there is no sudden change, it is not easy to change channels. .
Advertising costs high customer acquisition, and the ad click rate is around 0.5%; customer acquisition costs vary greatly depending on the type of product, ranging from a few yuan to several hundred yuan.
Activity fission is the method with the lowest customer acquisition cost, and it is the most effective way to get traffic outside the AARRR model .
2. Improve arpu
In mathematics, there is a relationship called proportional relationship. Simply put, it is two related quantities. One quantity changes, and the other quantity changes with it. If the ratio of the two numbers corresponding to these two quantities (that is, the quotient ), their relationship is called a proportional relationship.
Return the proportional relationship to the commercial revenue formula. When the number of paying users of the product is constant, the higher the arpu value, the higher the overall GMV. This is a proportional relationship.
There are three strategies for improving ; the specifics need to be adjusted according to product planning and the impact of changes.