Evaluate from product value see high heart map

I try to evaluate frame to analyse high heart map with value. Need specification falls here, this " blame trade property " the assessment that consumes form corporation frame, carry value to do to map APP client merely evaluate, as to Gao De the map is in whole A the strategic value in the group and the value that have the value of aptitude of mapping of map of N much certificate, open platform, value of car navigation is not done etc etc evaluate.

SarahTavel of copartner of Greylock of orgnaization of top class and inchoate investment puts forward Silicon Valley this evaluates frame, she says for " participate in administrative levels theory " . It can help the analyses a product value of our system, and the way that extends product border. PS: About extending product border this thing gets sheet to open a card, case analysis can write a 800 words.

The word says to apply this to cover theory, found after 2000 appear on the market company of science and technology shares 5 (include Facebook, Linkedin, Airbnb) , total market prise 10 billion U.S. dollor, greylock invested among them 4.

This academic core is the user is participated in degree. Evaluate frame to grow such:

"Blame trade property " value of product of consumptive level company evaluates frame

What behave in the process that different product is increasing an user to count is very different, for instance Snapchat (the picture is burned to share namely after reading) it is fluctuation growth; Musical.ly (nearsightedness frequency community) it is to erupt grow. Small letter of home, early days is fluctuation growth, the gender erupts to grow 100 million users after the person function around is opened.

A lot of enterprises the index of assault fortified positions with add an user newly to should do very main, but the addition that says here user, the key is us what should pay close attention to is not integral growth, the user that completes set of product core task however rises a situation. For instance: Small gain is to send a small gain, comment, transmit; Pinterest is to collect a picture; Gao De is to finish navigation. This ability is representing the cornerstone user that it draws a product, blind pursuit adds be no point newly. Resemble a lot of APP, have the support that discharge enters the mouth at the beginning, the upgrade that adds loiter loiter newly goes, after one cheers, discharge entrance closes, the product presents declining tendency immediately. PS: This part also can lead indirect report to come out through keep.

Next the problem is, the user of set of task of core of the product that finish whether " dimensions is changed " to certain amount level. If do not have, be about to examine a product afresh, whether is the core viewpoint of value of the product delivered correct, and analysis why what the user participates in is not quite deep, still be this market gave you illusion.

The expression of high heart map in this one class: Tell the truth, statistical data did not see all the time since entering office, can undertake judging so only by the sense that makes a product, organic meeting can use data test and verify after the hope. The high heart expression in the first class should be first-rate, as the map kind the tool satisfied an user to go out of travel just needed, should not exist in the first class " participate in degree " insufficient circumstance, this kind of tool is opened even if operate to finish core, unlike small gain, open me to may look only, next what also did not work to go.

Plus the map kind tool the market share of the 2nd an ancient folding chair, gao De is gotten in the first class tall " participate in degree " the volume level of the user should be very considerable.

Tarry user

How to judge whether tarry user? Seeing keep lead only is insufficient, because that is a number only, the meaning need of digital backside is more meticulous unscramble.

We can think, the use that why can we last a product? Satisfied just needed. What is Na Gang needs backside?

After the user is participated in, the accrual of generation. Alleged accrual, it is the Yue Qin that the user uses, results is more. This much behaves the data to add his to arrive product, next the product optimizes an user to experience with this share data. After the user leaves, their loss. Alleged loss, it is an user those who use is longer, the loss after out of service is bigger, the product became the dependence of the user.

The core here is, product whether offer objective, of progressively growth " accrual " , emphasize the severe loss after out of service. This namely the origin of product viscosity.

Cite a few case:

Evernote, you are in use process, recorded more note, you cannot leave it more, because the advantage of note was me to bring profit, losing these note is my immediate loss.

Small gain, what you collect is more, of attention more, the iformation flow that you get adds individuation more, more the anticipation that accords with you; After your concern net is formed, out of service, you concern net disappeared, this is the loss that cannot offset.

But some products are not, for instance secret, explore. They are OK very easy get an user, but user of very difficult tarry, for instance explore, above after finding a girl how follow-up connection? Most person is to add the development after small letter to communicate; Whether do I leave to there is the loss that cannot offset after them? little sound sound still has road, a pair of much impacts in sound sound are OK very easily divert other tool, so they defeat this kind of product was in the 2nd class.

The expression of high heart map in the 2nd class:

Gao De also does not have an advantage in the 2nd class. Although use the person is much, road data meets the likelihood more detailed, road condition will be truer, but this is belonged to " Matthew effect " the definition that does not belong to user of tarry of the 2nd class (the profit that leave and departure loss) . Leave to use Baidu after Gao De, can satisfy most user greatly to the map kind the core of the product appeals to beg (positional search, navigation) . Some people may say, high heart atlas is accurate, if left to use Baidu, baidu forbids ~ ! Hear these words the head with my automatic metropolis fills one is proud charming face.

Appeal to when the core of the user get contented time, the user can be in his " intelligence a flight of stairs " in locate for this product, once determine the position, change very hard, be similar to think of a map, what is the first reaction. Appeal to when user core beg satisfied why should change another? What the user needs is a tool only just, your have to says " Hui word has 3 kinds to write a law " can draw laughter only.

The user keep rate that I guess Gao De will be very high, at the same time of Baidu also meet very tall, this is a map completely in the user " intelligence a flight of stairs " direct response, can not saying is them in the 2nd class " tarry user " those who do is good.

The ability that after leaving, cannot satisfy through other product cries " loss " , be opposite for instance certain user, like speech navigation of Lin Zhiling, after leaving, other place is done not have, this is his loss.

So Gao De does not have an advantage in the 2nd class.

Circular benefit

After having stable user growth and the product that let a person do not have a law to leave, next the problem is: How does the user arise " circular benefit " .

Ritzy circular benefit resembles Pinterest: More person collects content,----Content is more------, the thing that jumps over much person to find them to want------, more person is collected

Should add here thick emphasize falling, "Circular benefit " very special and god-given, the attribute of oneself of a lot of products does not have such requirement, this also is the reason that a lot of products extend product border to be done so that be in a complete mess as a result forcibly. But be in a complete mess not to do not have value on behalf of the product, we can say what the product does to be finished only but we love him as before, raise some treasure for instance.

Did not extend product border, but the 3rd class fails as before also can be found everywhere: For instance Evernote, it can win out in the first class, the 2nd class, but the 3rd class is accomplished very hard, because of it apt user oneself produces value and not be a loop more. Have circular beneficial result for instance Facebook, small gain.

The expression of high heart map in the 3rd class:

My individual thinks more person is used, road condition data allows this thing to belong to Matthew effect more, belong to data mining, not be the result of benefit of loop of the generation after user of the core in this frame is participated in in great quantities. Because consider what the user uses little, as map tool you should allow as before, your accurate the devoir that is you is not the result after be being participated in by me, perhaps say you become more accurate little, should not be the circular beneficial result that user place produces, however yourself should the place that essence of life takes; Perhaps say again, benefit of so called loop is not in high heart map on the core logic of the product.

So high heart map is in the expression of the 3rd class, do not have basically.

Gao De serves as a tool kind product, contented user and give a demand, in the first class (get an user) the respect does not have any problems.

But in the 2nd class, what tarry user respect does is more general, because use Gao De's accrual and leaving loss, can be made up for, can replace namely. (the statistical data that did not see Gao De, the keep rate that I guess Gao De will be very high, but the definition that this does not accord with the 2nd class, probable it is the high heart rank in user intelligence only just)

The 3rd class (circular benefit) , because of the problem of attribute of high heart product, return nonexistent loop benefit at present.

Gao De serves as a tool kind product, saw a lot of places try to extend product border, place detail is for instance medium, village information has afforest rank and village house price actually (diving with me the master's word says is supercilious look should cross the sky) , extending product border forcibly is breakneck. Trial and error of alleged and fast iteration is wrong change immediately, after going up, a function does not have the effect to be expunged immediately, but product function is at present redundant, look in me, respect of Gao De products plan is not outstanding, but the map that this affects this Gao Decheng to force for an ox, because core appeals to,beg can contented, place accurate navigation is firm OK, rot the place that loses sight of in me is indifferent to otherly.

What I think Gao Deying should be done is fractionize target market, seek accurate market room, accomplish Gao De industry the first went, the user is participated in spending is the model that promotes a company to move toward market prise of billions of U.S. dollor, and some products do not have such attribute to also need not be importuned, this is product fatalism.

As to market room and the user that how change a competitor, train of thought already had, time leaves additionally full length.

Author: Dawn (the field search of poem of date of small letter subscription and distance: Shyfdty) . Experience of research and development of 2 years of Android, experience of products plan of 4 years of Internet, ever assumed office contact interactive, sina, touch dominate science and technology, ideal world, become the product inspector general of ToB in company of platform of a SaaS at present. Hope and everybody share the dribs and drabs in growing.

The article is achieved formerly by @dawn be being released at everybody is product manager, without the license, prohibit reprinting.