钉钉产品策略

How do we know when a product is solving a significant problem in a growing market? Do we need to build a brand and defend it with barriers against competitors? Read further in this article.

我们如何知道产品何时在不断增长的市场中解决重大问题？ 我们是否需要建立品牌并以对抗竞争对手的壁垒来捍卫品牌？ 在本文中进一步阅读。

Notes on Des Traynor’s talk from Web Summit on developing a product strategy based on his experience at Intercom. The original article has been written by Vit Myshlaev and translated by Alconost.

Web峰会上 Des Traynor关于基于 Intercom的经验制定产品策略 的演讲的注释。 原来的 文章已被写入由维生素Myshlaev和翻译 Alconost 。

当真正解决重大问题时，您怎么知道？ (How do you know when you’re really solving a significant problem?)

If you can’t answer in the affirmative to the below three questions regarding your product, it makes no sense to move forward:

如果您不能肯定地回答以下有关产品的三个问题，那么继续前进是没有意义的：

• It is viable. Can it make money?这是可行的。 能赚钱吗？
• It is feasible. Can it be done?这是可行的。 能做到吗

• It is desirable. Does anyone want it?

  这是可取的。 有人想要吗？

确定产品的可取性 (Determining product desirability)

Determine the types of problems a product can solve. We recommend analyzing how often a problem occurs and what its scope is:

确定产品可以解决的问题类型。 我们建议分析问题发生的频率及其范围：

• Necessary — a large and frequent problem. Example: Slack solves the problem of collaborating with colleagues almost every minute.必需的-一个大而频繁的问题。 示例：Slack解决了几乎每分钟与同事协作的问题。
• Good to have — a big rare problem, holiday booking, for example.很好-例如，一个难得的大问题，假期预订。
• Good to have — a frequent, small problem. Example: ordering coffee every morning.很好-一个常见的小问题。 例如：每天早上点咖啡。
• DOA (dead on arrival) — small and rare problems.DOA(到达时死亡)—小而罕见的问题。

Example of a DOA idea: the fridge is full of food, and there’s an app that helps select a recipe based on ingredients left over. However, this doesn’t happen often, and consequently, the problem is not very serious.

DOA想法的示例：冰箱里装满了食物，并且有一个应用程序可以根据剩余的成分帮助选择食谱。 但是，这种情况并不经常发生，因此问题不是很严重。

评估产品可行性 (Evaluating product viability)

How to charge for a product:

如何为产品收费：

• You can either charge a lot of money or a small amount. You can spend a lot of time communicating with potential customers or a little bit of time.您可以收取很多钱或少量。 您可以花大量时间与潜在客户交流，也可以花一点时间。
• But you can’t take little money and spend a lot of time on sales. This is the case when the sales process is expensive and the price is small. Example: if you’re charging $9 per month and you need to personally meet each customer to get them signed up, your business is doomed to fail.但是您不能花很少的钱就花很多时间在销售上。 当销售过程昂贵且价格低廉时，就是这种情况。 示例：如果您每月要收取9美元的费用，并且需要亲自与每位客户会面以使他们注册，那么您的业务注定会失败。
• Ask yourself: how much money, time and work does it take to engage a paying customer, and how do we recoup it?问问自己：吸引付费客户需要花费多少金钱，时间和工作，我们如何获得回报？

客户的成本与收益 (Cost vs benefit for a client)

Do you know how much incentive (benefit) your client needs in order to work with your product?

您知道客户使用产品所需的激励(收益)多少吗？

• High cost and little benefit: Google+ offered the idea of communicating with users using “circles” to make it easier to communicate. But you needed to find friends, understand how circles work, organize a lot of things, just to receive a small benefit from a very complicated process.成本高且收益低：Google+提供了使用“圆圈”与用户进行交流的想法，从而使交流变得更加容易。 但是您需要找到朋友，了解圈子的工作原理，组织很多事情，只是要从非常复杂的过程中获得一点好处。

• Cost is not just money, but also user effort.

  成本不仅是金钱，而且是用户的努力。

  Example of mistaken thinking about low cost: $0,99 + installation time + need to understand how to use app + another icon on my smartphone screen that I need to remember to check + they’re going to start emailing me and I have to read more email + then I need to press something… In the end, $0,99 isn’t such a small cost for users as it might seem.

  误认为低成本的示例：0.99美元+安装时间+需要了解如何使用应用+我需要记住检查的智能手机屏幕上的另一个图标+他们将开始向我发送电子邮件，我必须的电子邮件，然后我需要按一下...最终，对于用户来说，0.99美元的费用似乎并不小。

创建产品 (Creating a product)

To build a product around a large and frequent problem, ask yourself how often do you experience and understand the problem, and don’t make things up.

要围绕一个大而频繁的问题构建产品，请问自己自己经历和理解问题的频率有多高，并且不要弄糟。

• How well do you personally understand the problem?您个人对问题的了解程度如何？
• Does this mainly solve my problem?这是否主要解决了我的问题？
• Does the rest of the world need this?世界其他地方需要这个吗？

您可以不用时间和技术来解决问题吗？ (Can you solve the problem without being tied to time and technology?)

If you want your product to last more than 3–4 years, you need to think about this.

如果您希望产品使用寿命超过3-4年，则需要考虑一下。

Example of uncertain value: “exchange phone numbers via Bluetooth with people nearby.” But people call less and write more, phone numbers become less used, and there're easier protocols for exchanging data than Bluetooth.

不确定值的示例：“通过蓝牙与附近的人交换电话号码。” 但是人们打来的电话少写得多，电话号码的使用也越来越少，并且与蓝牙相比，用于交换数据的协议更容易。

Example of copying bits of features: we’re going to copy part of Intercom’s feature “send automatic messages when users trigger events in a web app.” But the real problem is already beyond email (messengers). And triggers are now not just events: web apps are boosted with bots, intra-platform pages, etc.

复制一些功能的示例：我们将复制对讲功能的一部分“当用户在Web应用程序中触发事件时发送自动消息”。 但是真正的问题已经超出了电子邮件(信使)的范围。 现在，触发器不仅仅是事件：机器人，平台内页面等增强了Web应用程序。

了解市场趋势 (Understanding market trends)

• Will this problem be around for the next 5 years?未来5年会出现这个问题吗？
• Will these problems grow or shrink?这些问题会增长还是缩小？
• Will the problem be more or less painful?这个问题或多或少会令人痛苦吗？

Let’s have a look at the Intercom example. Intercom helps internet business grow customer loyalty through messaging. The market trends are:

让我们看一下对讲机的例子。 对讲机通过消息传递帮助互联网业务提高客户忠诚度。 市场趋势是：

• There will be more internet businesses.将会有更多的互联网业务。
• Customer loyalty will matter more.客户忠诚度将更为重要。
• There will be more tools to solve these problems.将有更多的工具来解决这些问题。
• Messaging will eventually replace email.信息最终将取代电子邮件。

You can practice analyzing market trends based on the examples below: Almost everyone is looking for a niche in larger markets, but is there a market in these niches?

您可以根据以下示例练习分析市场趋势： 几乎每个人都在较大的市场中寻找利基市场，但是这些利基市场是否存在？

不断增长的市场与稳定的市场 (Growing vs stable markets)

A growing market has customers with unsolved problems. In a stable market, all companies are established. The question is: do you need to study a new market or update an existing one?

不断增长的市场中有未解决问题的客户。 在稳定的市场中，所有公司都成立了。 问题是：您需要研究新市场还是更新现有市场？

A good comparison is selling something new or something established. Here’re some considerations:

一个很好的比较是出售新的东西或已建立的东西。 这里有一些注意事项：

• Users will adapt to your tool vs you’ll need to adapt your tool to an established market.用户将适应您的工具，而您将需要将工具适应已建立的市场。
• In the case of a burning need and in the best-case scenario, customers need to optimize existing solutions, but mostly it’s not needed.在急需的情况下以及在最佳情况下，客户需要优化现有解决方案，但大多数情况下并不需要。
• Customers with unsolved problems are willing to take a risk, whereas established companies are afraid to disrupt what works.有未解决问题的客户愿意冒险，而老牌公司则害怕破坏有效的方法。
• To update existing solutions, the customer has to go through the new product approval process.要更新现有解决方案，客户必须经过新产品批准流程。

IT产品品牌 (A brand for IT products)

A brand helps shape expectations from a product. This is the most overlooked instrument for software companies. Among others, the brand is addressing the following issues:

品牌有助于塑造对产品的期望。 这是软件公司最容易忽视的工具。 该品牌正在解决以下问题：

• What can and can’t your product do?您的产品能做什么和不能做什么？
• What can and can’t your company do?您的公司可以做什么，不能做什么？
• What will your company talk and not talk about?您的公司会谈论什么而不会谈论什么？

Decisions you make on your product drive your brand. What words do you most often use to talk about your product to customers? If you’re consistent in your talking about your product, you are forming expectations.

您对产品做出的决定会驱动您的品牌。 您最常使用什么词向客户谈论您的产品？ 如果您在谈论产品时始终如一，那么您正在形成期望。

Example: what do you expect from Google Maps and Apple Maps? What about Facebook Messenger and Google Messenger?

示例：您对Google Maps和Apple Maps有什么期望？ 那Facebook Messenger和Google Messenger呢？

您的品牌可以扩展吗？ (Can your brand extend?)

The listed companies have a certain set of expectations from customers. But they have already expanded beyond the original ideas. Their brand name doesn’t prevent them from growing past the original idea.

上市公司对客户有一定的期望。 但是它们已经超出了最初的想法。 他们的品牌名称并不能阻止他们超越最初的想法。

您应该向哪个方向扩展品牌？ 软件与问题解决 (Which direction should you extend your brand in? Software and problem-solving)

Each product is brought in to do a specific job:

引入每种产品以完成特定的工作：

• Solve one problem in a lot of different ways (for example, for different types of customers).以许多不同的方式解决一个问题(例如，针对不同类型的客户)。
• Solve lots of different problems for existing clients and/or in the same or similar way.为现有客户和/或以相同或相似的方式解决许多不同的问题。

保护您的产品 (Protect your product)

Be ready: every single feature in your product will either fail or get copied.

准备好：您产品中的每个功能都会失败或被复制。

竞争对手的壁垒： (Barriers against competitors:)

• Economies of scale. You’re able to sell cheaper than your competitors if your overhead is lower (you buy cheaper) or you can have a smaller margin due to massive volume. Example: Amazon.规模经济。 如果您的间接费用较低(购买便宜些)，或者由于数量巨大而利润可能较小，则您可以比竞争对手便宜出售。 示例：亚马逊。
• Network effect. Your product becomes more valued as the number of users grows. Example: Facebook.网络效应。 随着用户数量的增加，您的产品变得越来越有价值。 例如：Facebook。
• Patents. Make copying your product illegal.专利。 禁止复制产品。
• High switch-over costs. If the customer is buried in a ton of information and has important processes locked in using your product, the benefit from switching is hard to justify based on price and/or new features. Example: CRM with a large database, hosting for a large project.高昂的转换成本。 如果客户沉迷于大量信息中，并锁定了使用产品的重要流程，则很难根据价格和/或新功能来证明切换所带来的好处。 示例：具有大型数据库的CRM，托管大型项目。
• Customer loyalty.客户忠诚度。

设置障碍 (Making barriers)

• Platform, ecosystem. This answer is easy to explain but it’s hard in practice: build a platform on which your customers rely. Example: switching away from the SalesForce family of products is nearly impossible.平台，生态系统。 这个答案很容易解释，但实际上却很难：建立一个客户依赖的平台。 示例：从SalesForce系列产品中退出几乎是不可能的。
• Community. You can’t copy satisfied customers. Meet with your customers, create groups/clubs/forums/meet-ups, know your customers.社区。 您无法复制满意的客户。 与您的客户会面，创建小组/俱乐部/论坛/聚会，了解您的客户。
• Unique messaging, ideology. What is the most unique thing you can say about yourself so that customers remember you? Example: Hubspot sells itself through Inbound Marketing, Drift calls itself Conversational Marketing.独特的讯息传递，意识形态。 您能说出什么关于自己的最独特的话，以便客户记住您？ 示例：Hubspot通过入站营销进行销售，而Drift则将其称为“会话营销”。

从内而外建立良好的产品策略 (A good product strategy is built from the inside out)

1. Start with a serious problem that happens often.从一个经常发生的严重问题开始。
2. Create a solution that will not be tied to time and technology.创建一个不受时间和技术约束的解决方案。
3. Grow a brand that creates clear expectations among customers that your product will solve this problem.发展一个在客户中产生明确期望的品牌，您的产品将解决这个问题。
4. Talk about your product in the growing markets.在不断增长的市场中谈论您的产品。

您可能还会发现有用： (You might also find useful:)

The Hook Model: How to Make Using a Product into a Habit 10 Takeaways for Startups from 20 Lessons at Stanford University

挂钩模型：如何使产品习惯成为习惯 斯坦福大学从20堂课中吸取10项创业知识

关于翻译 (About the translator)

This article has been translated by Alconost, a global provider of localization services for apps, games, videos, and websites into 70+ languages. We offer translations by native-speaking linguists, linguistic testing, continuous localization, project management 24/7, and work with any format of string resources. We also make advertising and educational videos and images, teasers, explainers, and trailers for Google Play and the App Store.

本文已由Alconost (一家为应用程序 ， 游戏 ，视频和网站提供本地化服务的全球提供商)翻译成70多种语言。 我们提供由母语为母语的语言学家提供的翻译，语言测试，持续本地化，24/7项目管理，并可以处理任何格式的字符串资源。 我们还为Google Play和App Store制作广告和教育视频和图像，预告片，解释器和预告片。

翻译自: https://habr.com/en/company/alconost/blog/485046/

钉钉产品策略