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The network effect refers to the connection between the users of the product, and the number of connections rises exponentially with each additional user node. Share a case: there is a video playback technology called P2P, the more people watch the video image, the clearer it is called the network effect, each increase in the network node, will bring more benefits to other users.

Table of Content

How to become a growth master?

To become a master, through “thinking model + deliberate practice + coaching correction”.

Thinking Model

This time, we have compiled 54 core thinking models in the field of growth, including AARRR, key behavior, loss aversion, worry elimination, ah-ha moment, growth experiment, replacement cost, fission logic, private domain flow, etc.

Deliberate Practice

Practice is the only standard to test the truth. In order for you to better apply the thinking model, we have also prepared the necessary process for practice – the “Growth Gossip Model”, which represents the underlying thinking of growth. It divides the user lifecycle into 8 parts: first order, use, contact, awareness, churn, share, habit, and repurchase, and the whole process forms a complete closed loop.

Growth Gossip Model

In our daily work, we can’t always have someone around to remind and supervise us, so we need to rely on tools as benchmarks and measure the scale of work in practice. The 54 thinking models we share are scattered in the 8 segments of the Growth Gossip, which can be scaled down to a certain part of user operation for practical implementation, and scaled up for a panoramic view of the user’s life cycle, which can not only improve the thinking mode of operators, but also serve as a check list for work in the enterprise.

This time, we mainly focus on 4 thinking models to share with you.

Second, the focus of dismantling the  thinking models

Free strategy: free is not for nothing

The first thinking model is free strategy, it is in the growth gossip model, contact this link, is one of the ways to win the traffic.

Free will often automatically form the traffic entrance: the first ad on the home page of the former group purchase is always free lottery, in fact, is acting as a traffic entrance; 360 is through the free antivirus software, access to a large number of users, and then in the browser, security and other business to make money.

The “free” strategy has two important principles.

① value.

② Marginal cost tends to 0.

Value is the scarcity of target users; marginal cost of 0 refers to each additional user, the cost does not increase. 360 antivirus software for each additional user, and does not increase the cost of new, that is, the marginal cost tends to zero.

Network effect: the more users the more difficult to leave

The second thinking model is the network effect, which is in the growth gossip model in the repurchase this link, is one of the ways to increase the replacement cost of users.

The network effect refers to the connection between the users of the product, and the number of connections rises exponentially with each additional user node. Share a case: there is a video playback technology called P2P, the more people watch the video image, the clearer it is called the network effect, each increase in the network node, will bring more benefits to other users.

When doing growth, the network effect is to transplant the user’s social relationships into the product, once the user chooses to leave, the replacement cost will be very high. This time the user leaves not a product, but a segment of the relationship. WeChat has a network effect, and each additional node adds multiple layers of relationships, which are beneficial to other new users. Mobay and Drip are not, it only has the scale effect, 20 million units a day, 30 million units a day, but there is no relationship with the user.

Habit loop:2 make users addicted

Habit loop is the core strategy of the habit segment in the growth gossip model.

Habit this link is special, it does not apply to all products, only to the user is relatively high-frequency products, because low-frequency products are difficult to form habits.

The formation of a habit, consisting of three parts, combined called the habit loop, which is the supply strategy in the habit of this link. It contains three parts, hint, habitual behavior and reward feedback.

The first is the cue, which is the equivalent of a switch that initiates the habitual behavior, and can be an image, a sound, or a time, place, or emotion.

The second part is the habitual behavior, which is initiated automatically without thinking, perhaps physically, mentally or emotionally, and may be simple or complex.

The completion of the habitual behavior is rewarded with a “reward” that reinforces the return of the cue, which is the third part of the habit loop, when the cue reappears and initiates the habitual behavior again. The reward does not have to be monetary or material, but it must be of value to us. The combination of these parts is what we call the habit loop.

4. PMF: the prerequisite to do growth

Finally, I want to talk about under what circumstances we can not do growth? This is the PMF model of thinking: P is the product, M is the market, and F is the match, that is, the match between the product and the market.

Growth is the process of studying a product from 1-10, or from 10-100, rather than studying a product from 0-1. In other words, don’t drive growth before the breaking point, and don’t use growth methods to try to get the product established, but complete PMF first to confirm that the product can form a closed loop in the market first, and then use growth methods to achieve scale growth.

There are three types of PMFs.

The first type of PMF is to satisfy an existing market with a better product experience. This is summarized as “better”.

The second type of PMF is to use a product to satisfy an existing market that has an unmet need. This is summarized as “different”.

The third type of PMF is to use a product to create a new market. This is summarized as “New Life”.

PMF can be tested by MVP (Minimal Viable Product), i.e., by testing the market’s response with a product that minimizes but meets the core demand. The standard of verification is “fast money”. Fast, the user growth is not relatively fast. Come, the user is not the initiative to come. Money, the user is willing to pay for it. If the above three elements are met, we can say that the PMF is validated and we can proceed to design a growth strategy.

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