Product Cold Thinking (2): Model is important, but solving key issues is more important

Edit Introduction: For product managers, it is necessary to have iterative thinking and evolutionary thinking. Any product grows from small to large, fission from less to more, or integration from more to less. It supports the underlying logic of product evolution. The author of this article has conducted cold thinking about product model. Interested friends, let's take a look ~

1. Model is important, but solving key issues is more important

Recently, I heard that there are too many business models, and some models are even difficult to understand at once and understand. Why do many people open their mouths and close their mouths? I feel that the design of a bullish business model cannot be acting. Putting the business model first is because the business model is the foundation of the company's money. The company's entire profit process is made clear, and then studying other fundamentals will be clear. It is with market space and core competitiveness. It has a very big relationship.

The business model is the transaction structure of enterprises built by enterprises to maximize the value of the enterprise. In layman's terms, this is the whole process of what a company makes money and how to make money.

The business model canvas is the most commonly used business model expression tool. For the business model canvas, you can refer to the article I wrote before: "Product Strategy can be simple, but the direction must be clear".

But no matter how complicated the business model is, how delicate and advanced, it is nothing more than asking the following questions:

Who is your customer? What value can you provide? Why is you? How can I make money?

If the business model can be abstracted, no matter how complicated the business model can be abstracted: trading model and traffic model, and the combination of the two?

To B partial transaction mode, to C partial flow mode, 2B2C may have both. For example, the regional informatization project that the author is responsible for, if the customer pays the construction, this is the trading model; if the customer does not contribute, the construction is free of charge, and the operation is realized through operation, it will become a traffic mode. In the medical industry, some are silver medicine projects. Customers are medical institutions but do not contribute. The funding party is a bank. What is this model? In fact, for the construction party, it is a trading model, after all, there are direct buying. But for banks, it is a traffic mode, because it benefits in flowing water instead of direct service.

Therefore, from a abstract perspective, the business model is very simple. In fact, the more simple the business model, the more vitality. So no matter how complicated the business model is disassembled, it is basically the arrangement and combination of these two models and stakeholders.

Can a business model be successful? Certainly not! Otherwise, there will not be only Meituan dominant world in the war, and the social map is not Tencent's spending thousands of households, and we may have succeeded. The business model is just a path to success, but the real determination and whether the people who can fight and the key issues that can fight in the process of overcome the process are the core and often neglected factors.

When participating in some business model discussions, many designers often say that if the policy is liberalized, what we do! If we have traffic, how we make a profit method and ability. We described the ultimate state too much, but ignored the obstacles through the ultimate state, or we did not put our energy on how to clean up these obstacles, that is, the conditions of assumptions turned into reality.

Next, we do a simple pattern analysis and key issues analysis with the business form of B2B2C, and try to find a solution.

Second, B with C with B, how to use customer private domain flow

As a company that mainly faces the business in the field, we have always wanted to do the business of TO C, because once the business of To C is done in scale, it will have a great effect on the company's financing and monetization capabilities. For giants such as BAT, they have begun to penetrate like the industry Internet and start deep cultivation in the fields of To B. This is really a siege. The viewing of the city outside the city is very lively, and the world outside the city is wonderful.

However, the business of To B and to C is very different. This is also a place where it is difficult to infiltrate and transform, but the two are not unable to transform each other. For this reason, I wrote an article in the past few years: "The Evolution Path of the C Products Under the Industrial Internet", analyzed the evolution path of to B to TO C in actual cases. Unfortunately The C -side ignores the importance of the intermediate process, which has led to a state of inconsistent desire.

The conversion of to B to To C requires the business form to become B2B2C model. We are the first B, the customer is the second B, the customer service is C. At the beginning of the C The C of B we served, and we jumped to the C -end prematurely, which caused us to grab users to customers. The more we strengthen the C -terminal brand, the more we cause the customer's loss of the C -end, because no one wants to share its own private region flow, unless you can help him input traffic.

For private domain traffic, either owns it or use it, otherwise it means that the direction of B with C is not established! But the private domain flow is selfish, how can it come to you easily? This is the key issue we need to solve in this business model! There are two paths here for reference:

First, what is the most direct difference between the public domain traffic of the customer's private domain flow to form a platform for forming a platform? One is limited to tools and one provides resources. This is like a SaaS product is an architect that built a house and decorate the house. As for what to do after check -in, he does not care. The platform is like a real estate developer. He built a house for you, but built a shopping mall to plan business projects; you take a bag to stay, and the hydropower decoration is all available. Do advertising.

SaaS products are essentially TO B business, and platform products are to b and to C pass through, because his main function is to match transactions. Therefore, the platform products control the C -terminal traffic, and the C -end traffic of the SaaS product is in each B of each B, that is, the private domain flow of B. But the advantage is that the carrier of these private domain flows is on a SaaS product, which is the basis of To C. When the private domain flow is superimposed on the C -end, the initial B2C supply mode may increase the C2B demand model, and the supply and demand relationship is gradually established. Domain flow, public domain flow can be imported to private domain flow, ecological collaboration relationship is born, and the Internet platform of To C is also established.

Youzan Mall is actually in line with this model. From the tools of tools to form a private domain traffic. When the supplier and the demand party reaches a certain degree, the public domain traffic is opened to form an e -commerce ecosystem. Following this model, although we are now mainly to B, service agencies, through the Internet diagnosis and treatment from the B -end service C end, the future TO C will also do something.

Second, provide some traffic for third -party services to its own platform

Many people may ask that our products are not products of the SaaS model, they are localized products. For example, many medical products are like this. We don't master data or traffic, can we do the business of TO C? The answer is difficult but not without a chance!

The opportunity is whether you can provide the B -side service or resources that cannot be satisfied, but it is also a C -end service or resource, which integrates the service into the C -end product of the B -end customer, so as to divert some users to their own services, thereby indirectly realizing the indirect realization of it. The purpose of to C.

For example, in the grass -roots medical projects, the C -end APP belongs to the B -end customer, but if the business of our pharmaceutical e -commerce can integrate it into the customer's APP, thereby providing online drug sales services. In fact, it is also from B to C to C. Model implementation.

In addition to e -commerce services suitable for this model, in fact, the content services, community services, and high -threshold services such as artificial intelligence are suitable for integrated models.

This chapter mainly reflects on how to locate the main key issues of business models and effectively solve it. We can't always stay in the macro -macro pattern thinking, but to solve the key issues of the establishment of the model. If you dare not face the problem, you cannot effectively solve the key issues, and the road to success to the model will inevitably hinder heavy.

In the next chapter, we have a cold thinking related to product (FIT).

#Columnist#

Caigen Lao Tan, WeChat public account: CGLT_TAN, everyone is a product manager columnist. Those who have gone through a variety of positions such as programmers, technology Leader, product manager, and research and development Leader. He is currently responsible for the development of a certain technology company's overall product, and is good at enterprise IT architecture and Internet product architecture.

This article was originally published in everyone's product manager. Reproduced without permission

The title map is from Unsplash, based on the CC0 protocol

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