Crayfish explodes taste dish one year to sell give 4 100 million, hemp hot temptation captures a whi

Hello, I am golden wrong knife, the class of actual combat business that welcomes to me -- " explode taste actual combat 60 tell: Teach you from 0 to 1 make explode paragraph product " .

Should tell today explode tasting actual combat key to nod is: Find the one class pain spot of the user.

Above all, I tell a real story to everybody. We have a student make liquor product, had done 15 years. One day, he took a bottle of liquor of new research and development to give me, say what had not done to this liquor is others, ask I feel this product how.

It is good that I ask him this wine where be? He says golden teacher, this is the alkalescent liquor of 15 years of my professional research and development, it is more healthy than average white spirit. More healthy wine, listen suddenly very interesting. But I tell him at that time, this liquor sells very hard for certain explode.

Why? Because " alkalescent liquor " this word I am to be heard for the first time, so the issue came, does this kind of health that the user brings to alkalescent liquor after all have demand? If have, does demand have how old? Does the user have many to be willing to buy sheet for this demand? The answer is, such user demand is done not have almost. Because, user dialogue wine has a lot of demand to nod, mouthfeel is for instance good, not above, sober up is fast wait, the pain spot that this alkalescent liquor solves is healthy, and nonabstainer, it is healthy to the demand scarcely of wine, such pain spot is bogus pain spot. Regular meeting of the classics when a lot of people are making a product is immersed in bogus pain spot, a lot of products, do poineering work especially project, the hole of a the biggest death is the fault regards bogus pain spot as true pain spot, go to slant more more then. How should we avoid to choose bogus pain spot then, find the true pain spot with the most painful user?

Here, I should explain an idea for you: One class pain spot. The pain spot cent of the user is a lot of class, than consistent class pain spot, 2 class pain spot, 3 class pain spot. One class pain spot to the user, it is the demand drop with first the highest, most imminent step, it is the user does not buy earthborn demand to nod. Find and hold one class pain spot, can capture an user, because lack gets the competition ability that decides an user continuously,meet otherwise, very easy by adversary dry. How can that just hold one class pain spot? Here has 3 core point:

1. must make investigation of user pain spot

No matter any products are mixed,serve, must face an user to make investigation of a pain spot: User what is the biggest demand to this product? Whether did your product satisfy the biggest requirement of the user?

Bogus pain spot has a very big feature, it is the boss thinks very good, company interior thinks very good, but the opinion that did not pass an user is investigated and poll, make then entire company is immersed in a kind to act blindly from hey, this also is regular meeting of classics of a lot of people regards pain spot of 2 class, 3 class as the reason of one class pain spot. Remember, the user can be one class pain spot only, namely to satisfy him the dot of the biggest demand buys sheet. Accordingly, in the process that investigates in user pain spot, you should eliminate bogus pain spot not only, need to be found in numerous pain spot more the firmest a that when need.

In addition, the one class pain spot of different user group is different. Look after children for example go cafeteria, meal scarcely wants too hot, take a girlfriend to go dining-room, have dinner environment must have shift, the dining-room that often goes with the colleague, must sexual price is compared tall. In early days, the target user group that must be aimed at you goes making pain spot survey, can bring about the pain spot that seek to forbid otherwise incorrect perhaps, cause a product to go then slant.

2. deepness is dug " the user is not bought the meeting is dead " pain spot

One class pain spot is the demand of life and death of a product is nodded, it is deepness moves the user is the most principal one is nodded, it is the user does not buy earthborn place. Want to dig the one class pain spot of the user, must search big the demand of the mainstream, is not the demand of mainstream of the sort of particularly small numerous, special blame.

Cite a case, everybody knows, millet earphone sells very explode. Lei Jun is the product manager of millet earphone, why should he do earphone? Because thunder army one's early years makes angel investment, want to make the telephone call of several hours everyday, the greatest anguish comes from Yu Er machine. What is everybody guesses this the greatest anguish?

Those who make Lei Jun the most painful is earphone line. Earphone line often pesters posse, when be being used every time, wear will circle it is very painful to go, and become very easily dirty, very ugly. When so millet does earphone later, below the premise that solves good acoustic quality, spend very big energy to solve the problem of earphone line. They found a kind of compressed line first, it is not easy knot, but the other demand that can not make sure the user uses earphone, because this is not best solution. They find a kind of line that makes Kaifula finally, what install inside it is cupreous core, this kind of line makes sure acoustic quality is good on one hand, put in the pocket at the same time won't knot, can bear even a few kilograms pulling force, not allow to be broken easily. So this product sells very later explode, why? Because it solved the one class pain spot of the user.

3. undertakes an analysis to the competitor

What pain spot searchs is accurate, an important judgement method is right the competitor undertakes an analysis. You can look advocate the product that makes a certain pain spot, have in the market deny similar competitor. The competitor exceeds the main trend formidably more, explain this demand is bigger, pain spot is more painful, customer base is richer. For instance, "Alkalescent liquor " this pain spot is not quite painful, a core consults even if very successful alkalescent liquor product is had on the market.

After understanding the 3 core point that holds one class pain spot, next we carry a typical case, will see this how undertake specific fact is held.

We have a student to call hemp hot temptation, it is dining-room of chain of a plain food. My tax passes on his author, he says at that time, hemp hot temptation wants to hit to explode taste dish, they find a way -- crayfish, do not know how to should be hit however. After the lesson that finishs me, they spent a long time to seek one class pain spot, rolled out a crayfish to explode finally article, sold 4 the first year 100 million. Hemp hot temptation captures the particular operation of one class pain spot to be as follows:

1. competitor pain spot is analysed

Serve as in crayfish of make choice of explode before the direction that tastes dish, hemp hot temptation has several equipment option, hemp is for instance hot river snail, Mao Xiewang. They chose crayfish finally, because give priority to the competitor that makes crayfish,have a lot of namely, also there is no lack of the very big dining room that make, for instance, be in Beijing, have advocate the net red dining room that makes crayfish, call Hu Da, scope is not little, this explains, the Chinese is very big to the demand of crayfish, the customer base of crayfish is very rich.

2. makes investigation of user pain spot

The dining-room of hemp hot temptation basically leaves wide on north city of this kind of a gleam of, the user is centered at white-collar crowd. I ask hemp the father of hot temptation at that time, what is white-collar user group take the biggest pain spot of hemp hot crayfish? They sought a lot of pain spot, for instance, fear dirty hand, shrimp is bad to pare. But, after doing user pain spot to investigate, they discover these are bogus pain spot.

3. deepness is dug " the user is not bought the meeting is dead " pain spot

Through deepness mining, hemp hot temptation found white-collar user to take the one class pain spot of hemp hot crayfish, namely: Shrimp wants clean. Because a lot of white-collars feel crayfish is sordid at that time, raise in smelly ditch even. To find clean crayfish, hemp hot temptation costs time of half an year to be searched in the whole nation, find shrimp of a kind of white cheek eventually later. Of this kind of shrimp branchial it is white, look to know very clean. In the meantime, hemp hot temptation also emphasizes in their dining-room: "The crayfish of white cheek just is true good shrimp " . The fact proves later, "Clean " this pain spot, it is the one class pain spot of the white-collar user that has crayfish really, crayfish of this kind of white cheek very welcome of benefit from door.

Will do a summary finally, basically told to explode today the crucial point that tastes actual combat -- find an user one class pain spot. Find an user one class pain spot has 3 core point: Do investigation of user pain spot, deepness to dig " the user is not bought the meeting is dead " pain spot and do an analysis to the competitor.

The recommendation letter book now is " pain spot: Dig little data, contented user demand " , this also is the best seller of new York Times, this book will let you learn how to dig user demand!

Are you seeking an user for the product on one class pain spot most what is headaching problem? The welcome leaves a message please in the comment. I can be in the 2nd board piece answer undertake solution on doubt class.

Good, today's course arrives here, those who thank you listen, issueing what my general and you share section class is " how to find true wind gap " . We fall period see.