評論
打印
I can take questions at this point. Answer one question.
大家現在可以向我提問。就問一個問題
Yeah. One question? So one question online was,
我在網上看到一個問題
if your users have a product that they're already somewhat comfortable with,
在你進入這個市場之前，人們已經在用著一些不錯的產品
how do you get them to switch to your's?
那么你如何讓這些用戶成為你的客戶呢？
Right so, there's a switch over costs. I'll tell you the example of Homejoy.
好的，這就需要用到轉換成本。給大家舉一個Homejoy的例子
So, Homejoy, we actually were creating a new market in the sense that
有兩種情況，如果客戶之前從沒有
a lot of our initial users never had cleaning before.
雇傭別人打掃房間的話
So, it was pretty simple to get them on board.
那么說服他們選擇Homejoy是比較容易的
And a lot of people who have cleaners already, really trust their cleaner and they will.
實際上，很多人之前有過請別人打掃房間的經歷，已經有了熟悉信任的清潔公司
To get them to come and use something else is actually, probably the most difficult task in the world.
要想得到這些客戶這是非常非常困難的
And so, when you're billing things and trying to get people to switch over to you,
那么如何使這部分人轉變呢？
what you really need to do is find the moments where your product or what your offering is much better
那么你就要找到你的產品優于其他產品的地方
or very much differentiated from the existing solution they have.
或者說你們的解決問題方案與眾不同
So, an example is someone who had a regular cleaner
例如，有位用戶之前有一位固定的清潔工為他打掃
and maybe they had a party one day and they needed a cleaning almost the next day.
某一天，他舉辦了一場派對，第二天需要整理派對現場
And because Homejoy, in most of the areas has next day availability,
Homejoy當時的日程安排比較寬裕
they would just come to Homejoy and use it, because they knew they couldn't get their regular cleaner.
而那位固定的清潔工沒有時間。于是，這個用戶就選擇了我們為他打掃
And once they start using the product, then that's when they start realizing the advantage,
一旦他選擇了我們，就會發現我們的優勢
the little advantages of using Homejoy which adds up to a big advantage.
日積月累，慢慢地就會發現用Homejoy有很多方便
So, a lot of things are, realizing that, leaving cash out, or leaving checks was really annoying,
比如，以前用現金或者是支票結賬很不方便
and so billing through online payments was more convenient.
現在Homyjoy可以用網上支付，更加便捷
Being able to book, cancel, and reschedule, according to your own schedule was very convenient and so and so forth
在網上還可以預定、取消或者是修改預定時間完全根據用戶的時間，非常方便
And so, it's just, it's really hard to, a lot of people when they build the product,
很多人在設計產品的時候
they're like, and these 50 things are better than, a little bit better than, the existing solution.
想讓它有50多個優點優于傳統的產品
It's really hard, even if the benefits outweigh the switch-over costs.
但是即使成果高于轉換成本，接受度也會受到影響
It's really hard to actually tell that to a user
要想讓客戶把一種新產品的
and try to get them to aggregate all those benefits over many little things.
所有優點都接受這是非常困難的
It's better to just have one or two things that clearly differentiate yourself from the product so.
起初最好只有一兩個明顯優勢
Thank you very much. That was awesome.
謝謝。太棒了。
