評論
打印
So you have all these ideas in your head now,
現在你已經明確了
you kind of know what the core customer base you want to go after is.
目標客戶群體
And you know like everything about the industry, what do you do next?
你也了解了這個行業的情況，那么接下來應該做什么了呢？
So you start building your products.
你要開始創建你的產品了
And you know, the common phrase
流行的觀點是
that most people use these days is you should build a minimum viable,
現在我們應該推出最簡單最具有可行性的產品
the MVP, minimum viable product.
也就是MVP
And I know I'm viable because I think a lot of people skip that part,
很多人忽略了可行性
and they just go out with a feature
他們只是推出一種功能很簡單的產品
and then the whole user experience in the very beginning like is flat.
這種產品用戶體驗很不好，所以我強調“可行性”
So the minimum viable product pretty much means you know,
因此，最簡單最具有可行性的產品
what is the smallest feature set that
意味著，要用最簡單的功能
you should build to solve the problem that you're trying to solve.
解決我們要解決的問題
And I think if you go through the whole storyboard experience,
像我剛才告訴大家的那樣，在推出產品之前
you can kind of figure that very quickly.
把這個流程在腦海中想一遍，這樣就會好很多
But again you have to be talking to users right, potential users,
但是，你還是需要和潛在的客戶群體進行交流
you have to be seeing what exists out there already
了解已經目前存在的問題
and what you should be building to solve their immediate needs.
這樣就可以定位出我們可以為他們解決什么難題
And the second thing is, before you put in things in front of a user
另外，在推出產品之前
you should really have your simple product positioning down.
你應當有明確的產品定位
And what I mean by that is that you know,
我的意思是說
you should be able to go to you know a person,
你應當用簡單明了的
and you should be able to say, hey you know this does x, y, and z within a sentence.
最好是一句話來定位你的產品
And so for example you know, at Homejoy we started off with something actually super complicated.
舉個例子，定位Homejoy的時候，我用了非常復雜的定位
We're like we're an online platform for home services
“我們是一家網上的家政服務平臺
We started with cleaning and you can choose you know, blah,
我們為您提供清潔服務……”非常復雜
and it just went off for paragraphs and paragraphs.
用了大量的篇幅來描述
We were present and we want to you know potential users to come onto our platform.
我們通過闡述產品定位讓客戶了解我們
They just get kinda get bored after that first few sentences.
但是客戶聽了前幾句便覺得很無聊了
And so what we found out was that we really need this one liner,
我們覺得應該用簡練的話
the one liner is very important an it kinda describes the functional benefit of what you do,
來定位我們的產品，描述產品的優勢是什么
you know, in the future when your trying to build a brand you should,
如果你們要建立一個品牌的話
you know, be able to describe, you know what are emotional benefits and stuff like that.
你要描述你推出的產品的優勢
But, you're starting with new users, you really need to tell them what they're gonna get out of it.
你會面對新客戶，你要用簡潔的話語表達出來
So we simply, after we changed our positioning to get your place clean for
后來，我們用簡潔的話語對產品重新進行定位
$20 an hour, then everyone got it,
“20美元一小時，你的房間就會潔凈如新”
and we're able to get you know users to, users in the door that way.
通過這種方式，客戶秒懂了我們的產品，我們也贏得了客戶
