What does product planning mainly do?
Investigate the market, provide suggestions to the company based on market demand, and guide the company's next product development direction
Product planning What is it?
Product planning generally includes the following aspects:
1. Research on product market demand, strategic positioning, popularity, advertising slogans, selling points, etc.
2. Product brand planning and image packaging design
3. Definition and research of product target audience
4. Production of basic product promotional materials: product manuals, promotional materials, etc.
5. Planning of soft articles for product promotion
....... Wait, we need to study the specific details, lanhos, I hope it can help you.
What are the main functions of Tencent’s product planning/operation positions?
Tencent’s product planning/operation positions are mainly:
1. Tencent, Alibaba, etc. The product planning and operation positions of the giants are relatively more detailed, with dedicated personnel dedicated to the posts; while for the majority of start-up, Series A and Series B Internet companies such as Koala Network, the same positions are responsible for relatively rough work.
2. Product planning, commonly known as the PD position, belongs to the same system as the PM product manager, that is, designing the functions of the product, including what functions a product wants to achieve, how to implement it, and what functions need to be added , what form of expression should be used, etc. Literally speaking, it means thinking and planning.
3. Product operations, commonly known as PO, are more clearly distinguished in large companies. In small companies, the distinction between PO and PD is not very clear. Many operating personnel are also responsible for some product planning.
4. Product operation is more about how to encourage users to participate and then gain profits for the company. That is, operational revenue, including how to attract more users to visit, how to guide users to register, purchase, and convert, how to promote products, how to enhance user stickiness and increase activity, covers a wide range, involving community operations, user operations, There are different tilt points in product operation, content operation, etc., but the essence remains the same, all in order to obtain more users and benefits.
5. The Internet is changing rapidly, and job content is often adjusted and focused. The author may wish to go to different types of Internet companies such as Tencent, Alibaba, Koala Network, 51 Credit Card, 19th Floor, etc., and read the recruitment job descriptions, so as to better understand the different responsibilities of the same position in different types of companies.
What are the main responsibilities of Internet product planning?
1. Market research and user research
That is, studying the market to understand user needs, competition conditions and market forces, discovering and grasping the changing trends of the target market and user needs, and planning for the future. Make predictions about the products and services that will be needed in the market. For Internet product managers, market research and user research are mainly conducted through communicating with users and potential users, communicating with front-line colleagues who directly face customers, such as sales, customer service, technical support, etc., studying market analysis reports and articles, and trying out competitive products. , user behavior observation and other methods, and finally form a business requirements document, detailing how to take advantage of potential opportunities, etc.
2. Product Planning and Design
This stage is the most valuable part of the work of an Internet product manager, and is mainly divided into the following four aspects:
1 , Product planning: Determine the target market, product positioning, development plan and roadmap
2. Demand management: Collect, summarize, analyze, update and track demands from the market, users and other aspects
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3. Product design: write product requirements document (PRD), including business structure and process, interface prototype, page element description, etc.
4. Version management: maintain the functions of each version of the product List
3. Project management
That is to lead people from different teams, such as QA, UI designers, marketing, customer service, etc., to develop and release products on time and within budget.
At this stage, the main responsibilities of the Internet product manager are to organize and coordinate marketing, R&D and other departments, assess needs and confirm the development cycle, track project progress, coordinate project parties, promote project progress, ensure that the project is completed as planned, and cooperate with testing The department completes relevant product testing work and is responsible for BUG management, etc.
4. Product Operation
For Internet product managers, the value is second only to product planning and design.
Responsible for organizing customer service, operation and maintenance departments, establishing customer complaints, feedback and other product-related work processes, division of labor, response time requirements, answering or coordinating the resolution of product issues raised by customers, and coordinating with company leaders , Relevant departments coordinate resources, communicate product development plans, current status and existing problems, summarize and analyze failures and problems that occur during product operation, and formulate solutions to include in product improvement plans.
What are the main functions of Tencent’s product planning/operation positions?
First of all, understand that the product planning and operation positions of giants such as Tencent and Alibaba are relatively more detailed, with dedicated personnel and dedicated posts. ; And for the vast number of start-ups and Series A and Series B Internet companies such as Koala Network, the work for the same position is relatively rough.
Secondly, product planning, commonly known as the PD position, belongs to the same system as the PM product manager, that is, designing the functions of the product, including what functions a product wants to achieve, how to implement it, and what functions need to be added , what form of expression should be used, etc. Literally speaking, it means thinking and planning.
Product operations, commonly known as PO, are more clearly distinguished in large companies. In small companies, the distinction between PO and PD is not very clear. Many operations personnel are also responsible for some product planning.
Product operation is more about how to encourage users to participate and then gain profits for the company. That is, operational revenue, including how to attract more user visits, how to guide users to register, purchase, and convert, how to promote products, how to enhance user stickiness and increase activity, covers a wide range, involving community operations, user operations, There are different tilt points in product operation, content operation, etc., but the essence remains the same, all in order to obtain more users and benefits.
Finally, the Internet is changing rapidly, and job content is often adjusted and focused. The author may wish to go to different types of Internet companies such as Tencent, Alibaba, Koala Network, 51 Credit Card, 19th Floor, etc., and read the recruitment job descriptions, so as to better understand the different responsibilities of the same position in different types of companies.
Purely made by hand, I hope you will adopt it! Thank you
What kind of work does planning do?
Planning work is divided into many parts, especially depending on what company you are doing planning for...For example, the planning of public relations activities is much different from product planning. ~
However, the main work of planning is:
1. Collect relevant information
2. Conduct analysis
3. Based on your analysis The results will give the company a corresponding plan
Because I don’t know what exactly you want to do, so I can’t tell you in more detail. You are welcome to ask.
What is product design? What do you mainly do?
Product design is appearance design, structure design and functional design (basically, customers provide functional requirements now, unless you are very good at developing new products yourself)
What do you mainly do? Type design, the main focus is to develop the appearance to make the product more user-friendly, more novel and more selling point.
Structural design is to develop the internal structure after receiving the exterior design, such as motor products, where to place the motor, where to place the heat dissipation holes, and where to drive the screws... Another important point is to pass safety standards.
What exactly does marketing planning do?
Market planning
- It is to engage in the application of scientific thinking and methods to systematically and scientifically create, conceive, plan and design the overall activities of social and economic organizations for the purpose of profit. , professionals who want to achieve the best results.
The main work includes: planning target positioning, planning diagnostic investigation, planning creative ideas, planning plan demonstration, planning implementation operations, planning evaluation services, etc.
l Responsibilities sketch:
ü Plan the market strategic target system based on the actual situation of the company and products;
ü Research the macro-level information of the market , including market dynamics, technology development dynamics, national and local policy changes and trends, etc., and collecting product and market information;
ü Formulate and plan the company's brand strategy, including the positioning of new products, marketing plans and overall Design to increase brand sales;
ü Responsible for the planning and management of corporate image, brand image, and commercial packaging, organize and compile large-scale market planning and design plans, and guide the production of various promotional materials, product manuals, and sales Support materials, etc.
l Core competitiveness:
Knowledge requirements: Bachelor degree or above in marketing, advertising, communication or related majors, able to independently organize and formulate market regulations, market sales strategies, and product development Waiting for work.
Skill requirements: Have strong market perception, the ability to keenly grasp market trends and market directions; have on-site management capabilities for large-scale events, have strong expression, understanding and public relations skills, and teamwork Spirit.
Experience requirements: More than three years of experience in relevant positions. Have experience in market development and sales of large-scale projects as well as business negotiation experience.
l Occupation status:
my country's marketing planning industry originated in the early 1980s, initially in the form of idea companies; in the mid-1990s, a large number of foreign planning companies entered our country , since then the planning industry has bid farewell to the "idea" era and entered the stage of professional development. There are now more than 10,000 professional planning companies in my country, with as many as 1 million employees. However, there is a certain contrast between the current situation of the industry and the needs of economic development. On the one hand, the industry itself lacks policy guidance and standardized operations, and the entire market is in a spontaneous and chaotic situation; on the other hand, there are very few personnel in enterprises who have received systematic and professional planning training. , leading to the low overall quality of planning practitioners and their inability to adapt to the growing needs of enterprise management innovation. Professional planners with strong planning expertise, familiarity with China's national conditions, and practical planning experience have become talents in short supply in the market.
l Career trends:
Development path: Currently, there are three main categories of people engaged in market planning in China: First, those majoring in business planning, marketing, Chinese, economic management, etc. in colleges and universities students; second, those engaged in planning, consulting, advertising intermediaries, etc.; third, employees of marketing, planning, public relations and other departments of enterprises and institutions, staff of social groups, freelance planners and editors and reporters of the media, etc.
Transformation opportunities: Transforming from a market planner to a "business planner" is a shortcut to improving self-worth and career "gold content".
l Salary status:
Most of the well-known market planners have annual salaries of more than 700,000 yuan, and the salary is composed of a basic salary and product sales commissions.
l Risk and reward:
Market planning is the overall design and implementation of a systematic project. It is not only an independent profession, but also a profession that penetrates into various industries of the social economy. In today's society, various types of planning, including advertising planning, marketing planning, etc., have a considerable market. We can feel the beautiful whirlpool carefully created by master planners every day, and we will be willing to fall into it if we are not careful. The development of the knowledge economy is making the planning industry attract more and more young people with its charm of "strategizing and winning from thousands of miles away".
What is a planning specialist! What to do?
Nature of work:
What exactly does planning do? Some people say that he is the soul of a product; some people say that he has to figure out how to operate it; some people say that he is nothing, as long as he has innovative ideas, it is enough; and so on, there are too many ways to say it. Through my own work experience, I divide planning into two major types: product planning and operations planning.
Maybe some people will question how it can be divided, or what else should be included. I won't defend anything here, just express my own opinion. There is nothing to argue about, because there is no unified conclusion. Why is it so divided? The main reason is that these two types of planning work are quite different, require many different skills and qualities, and also have different requirements and impacts on personnel personalities.
Product planning:
What is product planning? It can be easily understood based on the literal meaning. Product planning is the chief designer of a product. Different companies in different industries have different products, but the concept is the same. I like to use analogies to make it easier for readers to understand what I mean. Let’s use the film industry as a metaphor for the Internet industry. The following positions will also be compared with corresponding positions in the film industry.
Product planning is like a director in the film industry. He usually also plays the role of screenwriter. He needs to coordinate and guide the business logic of the entire product (clearly guide each shot of the film): remember it is business logic , rather than system or product structure logic, which would be done by the system architect.
Obtaining business requirements and writing product execution planning document guidance (writing scripts): This is the most important part of the work, which will be described in detail later.
Select qualified project team members (looking for actors, photographers, film and television post-editors, sound effects engineers, props, etc.): At present, most of these tasks are completed by project managers, but I think a qualified product Managers should be most responsible for their own products, which requires the ability to correctly select work partners and the ability to identify the work skills of people in other work links, especially the core personnel of the technical department, because once the core technical backbone is selected, they have rich experience and Excellent technical personnel will achieve twice the result with half the effort, and technical backbones will also play a vital role in the selection of personnel in other technical work links.
Coordinate all aspects of the work during the development process, and provide timely feedback when the logic is unclear or there are changes in requirements (explaining the purpose of the film, adjusting actors' emotions, proposing visual requirements for post-production to non-linear editors, etc. ).
Responsible for certain user testing work during the product development process (watch the video clip): Of course, the testing I am referring to is not unit testing or integration testing. These will be completed in the black box during the daily work of technical staff, product planning Just do user testing.
All in all, product planning is to obtain business needs (usually obtained from the operation department, Boss, or self-innovation), and use one's own professional knowledge to transform this demand into practical work that the technical department can carry out. Guidance document (that is, the content of the planning guide section in Foolsidea), and a series of related work in conjunction with other work links. If the positions are divided according to enterprise projects, they can be called Requirement Analyst. I prefer to call myself a Requirement Analyst or an Interaction Designer (Interaction Designer) to distinguish it from the confusing concept of "planning".
Product planning is the connection point between business and technology, and can also be said to be the central transmission system. Some large companies have many employees and several projects are launched at the same time. At this time, the product planning will be divided into more details, and the job functions will be broken down into more professional ones, ranging from chief planner to internship planner. They are called different , but the work involved is still the same.
Operational planning:
What is operational planning? Using the same metaphor of the film industry, operations planning is like a warm-up worker before a movie is released, a hype person after the movie, and an overall planning operator. Of course, it is not limited to this, but also includes many other tasks.
The so-called operation is to effectively package and promote existing products (large advertising in movies).
Integrate related peripheral resources (produce peripheral products, find partners, increase influence).
Organize corresponding activity promotions (various activities support rewards***).
Massively comment on the good performance and hype its own value (the film reviews are getting higher and higher).
Wait, wait, etc. In fact, there is no essential difference between Internet operations and operations in other industries. It is just because of different resources and industry users...
Product Manager and Product Planning What's the difference?
In terms of job responsibilities, product managers are higher than product planners, and their tasks are also heavy
1. In terms of job content, product managers are responsible for: product planning, product design , product operation;
2. The focus of product planning is product prototype analysis, market research, user research, mainly the preliminary work of product development;
3. The product manager focuses on the product The planning work includes product prototype design and demonstration analysis, and realizing it into products;
4. More senior product managers are also responsible for the operation work after the product is launched, and responsible for promoting and optimizing the product;