Today I chatted with a partner who has just been engaged in operation, and he told them that the company needs to write an operation plan to push all products, which is useless and annoying.
I laughed and didn't say anything about it.
Is it useful to write an operational plan?Many operators in the market may feel that writing a plan is useless, because when they are operating, they often find that the direction of the plan is too far behind the actual operation.
In fact, I also had this idea when I first engaged in operations, but the longer I have been engaged in operations, the more I have found that writing a plan is a very necessary thing, if in the process of operation, the sales trajectory of the product is very different from your plan, then there is a high probability that there is a big problem with your plan itself.
First of all, my personal view is that operations should be goal-oriented, and then the goals should be broken down until they are broken down to actionable details.
Let's take the first operation as an example to explain the writing process of the entire single product operation plan.
Actually, in my opinion, there are only two core elements of the program, the goal and the goal, and all the other elements are broken down from these two elements.
First, let's talk about the purpose.
What is the purpose?Purpose refers to the preconceived goals and results of the behavior of the agent according to his own needs, with the help of consciousness and concepts. The simple question is, what kind of effect am I trying to achieve? Each of your actions should have a clear purpose.
If you want to promote the product, your ultimate goal is to make money, but that is only the ultimate goal, but the short-term purpose may not be, it may be brand promotion, it may be for the cold start of the store, it may be to make an image, etc.
There should also be a clear purpose for every detail of the action. For example, what are you looking for someone to make up the order?Do you need a review or do you want to gain search authority through this action?Of course, your purpose may be to use both, but there must be only one core purpose, because only by determining the core purpose can you determine the details of your operation. For example, if your core purpose is to make a review, then just share the link directly, if you are for authority, then it will definitely be much more troublesome.
Another example is the operation of the through train, at different stages, you should have different purposes. It may be for model testing, it may be purely for sales, it may be for mapping, and it may be for output, etc. For different purposes, the metrics you need to focus on are definitely completely different. For example, the core indicator you pay attention to is that the number of clicks is on the line, as for the other indicators are not outrageous;Another example is that you just can't meet the sales requirements, and you need to quickly get sales to meet the requirements of a certain activity, and the core point of your attention at this time is sales.
Let's talk about goals.
How does the goal come about?
Many people may think that this thing is very empty and can only pat their heads, but in fact it is not.
For example, if we operate a single product, we set a goal at random, which is to achieve monthly sales of 200,000.
So let's look at how we can achieve this goal. At this point, you need to analyze the entire market data and the resources you have.
For example, if you have good live broadcast resources, then your goal of 200,000 may be achieved in one live broadcast, then this goal is obviously unreasonable;For another example, if you are sure that you only have search traffic, but the merchant with the highest search traffic in the market only has 100,000 transactions a month, then your goal must be too high.
After knowing these big picture, then start with the traffic channel that you are most sure of, subdivide the goals, subdivide the operation steps, and subdivide the expenses and resources required for each step.
Take search traffic as an example, whether we need to test the money in the early stage, how many clicks are needed for the test, how much does each click cost (if we have been engaged in this category for a long time, we can probably estimate the approximate click cost of a single click according to ** data and historical operations), how much does it cost, what kind of data can be used to proceed to the next step, and what if the data is not up to standard;Then do you need evaluations, then how many evaluations are needed, how to get them, and how much it costs to do this action.
It's been broken down like this, and every detail is implemented down to the responsible person and the expenses and resources needed, and then you find that many things in it are controllable.
If you need a more realistic and controllable plan, the goal, cost, etc. should be a range value. It could be like this: the target - a minimum of 150,000, and a hopeful rush of 200,000;Fees – minimum 10,000 and maximum 20,000.
The reason why it is an interval value is that you leave room for those uncertain factors, of course, provided that you take most of the uncertainties into account when making the plan.