文档介绍：该【在线教育app产品分析方案 】是由【青山代下】上传分享，文档一共【9】页，该文档可以免费在线阅读，需要了解更多关于【在线教育app产品分析方案 】的内容，可以使用淘豆网的站内搜索功能，选择自己适合的文档，以下文字是截取该文章内的部分文字，如需要获得完整电子版，请下载此文档到您的设备，方便您编辑和打印。目录需求背景介绍··············································································································································································1这次项目需要解决的问题·················································································································································1谁买单···························································································································································································1现有付费客户的研究·························································································································································1未付费客户的研究·····························································································································································1让谁买单最容易··········································································································································································2现实环境研究······································································································································································2那究竟是谁买单好·····························································································································································2怎么说服他们买单·····························································································································································3没空关注小孩成绩的·························································································································································4陪读型家长··········································································································································································4没办法的家长······································································································································································4具体的操作方案··········································································································································································5APP功能需求·····································································································································································5推广文案··············································································································································································5技术架构··············································································································································································5建议·······························································································································································································6总结·······························································································································································································6附录·······························································································································································································,直接打住,到了支付页面就关闭应用,这是因为他们不想付费。,不使用APP去解决自己的问题。现实环境研究如果只是从互联网的市场角度去设计这个付费过程是不合理的,首先,互联网,特别是移动互联网要求面对的客户很单一,就是所谓的目标客户要聚焦。但是在现实商业环境确刚好相反,举个例子:例子1i包包店里面挑包选包的是女性,但是那张信用卡用的可以是她男朋友的,或者是她自己的,但是还款的时候是她老公的,或者某个倒霉的男人。例子2学生的学费是家长给的,但是不一定是父亲给的,也可以是母亲给的,甚至是爷爷给的。所以,可以看出,如果互联网产品设计的时候,只盯着目标客户,并且是使用APP的客户的话,那么背后复杂的市场关系就被忽略了。因为互联网的巨大弊端就在于和客户隔着一条网线。那究竟是谁买单好一定是家长。而且必须是家长去买单。我们可以轻易的类比下市场就知道了。线下家教市场是多么庞大的市场,包括补习班和大学生家教兼职之类的衍生市场。下面我们模拟一个付费案例就知道了:例子1首先,小孩四年级数学很差,一直都是60分左右,然后,小孩拿着试卷回家给家长看,家长看了之后和班主任或者是数学老师说,”我的小孩数学差,怎么办?”,老师回答“小孩经常上课分神,作业不认真做,底子也比较差。。。“推卸完责任之后,下一次小孩的作业还是考60分。家长找了邻居问小孩数学差怎么办,邻居说要不找个家教,然后,家长通过百度,或者是邻居介绍,或者是在小区内的宣传单上面看到家教的信息,然后就报名给钱了,然后小孩就在周六日去上补习班了。到此为止,一般商业逻辑走通了:问题产生-》看到信息-》产生购买-》问题被转移到商人身上-》问题产生者减少了对问题的关注度可以这么分析,小孩成绩差的问题产生是因为有家长的存在,所以,小孩成绩差并不是小孩自己的问题,而是家长的问题,因为小孩成绩差并不会让小孩自己产生解决这个问题的念头。(如果小孩对于自己成绩差负责任和代价的话,那么天下的小朋友们成绩都会很好^_^)。最火网|2所以,需求的产生是家长完成的,那么要解决这个问题,也应该是解决家长的问题。产品的设计应该是围绕着家长的痛点进行设计。在这点设计上面,我们咨询的有些项目一开始就是错误的,围绕着学生进行产品设计,会变成一个游戏APP。怎么说服他们买单这是一个有趣的过程。看下图的社会关系设计:;;;;;;上面是一般的三者关系模型。可以推论出,最好的教学模式,并且也是最正常的教学模式如下:家长信任老师信任学生所以,这种体验在家长这端的关系如下:家长给钱老师,老师义务教育学生在老师这端看来如下:收取家长的钱,有义务服务学生在学生这端看来如下:家长给钱是家长的事,老师信任我,我有义务学习所以,在现实社会,为什么有些小孩在上一个月3000多的补习班,就是因为商品的购买者和消费者并不是一个人,并且,购买者并不了解商品的实际质量,而消费者则对于价格不敏感,导致了高利润。类比下生日蛋糕,水果礼品,月饼券就知道了。在收取家长的钱的时候,就应该结合三者关系去设计了。下面是一个产品宣传设计案例:;(把已有的家教市场的客户导到线上,利用互联网的集约成本模式)(潜意识把家长的教育责任转移到老师身上,让家长寻找精神的释放点)(继续让家长把教育责任推卸),清华名牌师资力量(只有通过互联网的方式才可以搞定这个事情,线下成本太高),错题立即会做(坚定家长的问题可以被解除)以上不是细节,细节在下面:从最火网咨询的案例来看,家长的需求真是千差万别,举几种情况吧:最火网|,每两周见一次孩子,孩子被亲戚照顾着,家长只知道孩子学习差,没办法,给老师送了好几次礼了也不见效果。(请问这可以见效果吗?),平时不理孩子,不担心孩子的成绩,母亲是全职太太,天天陪小孩做作业,,基本也知道小孩成绩不会好,但是希望可以每次及格就行对于这些细节我们就不再描述了,我们直接分为下面几类,然后每个类型提供不同的说服系统:没空关注小孩成绩的这类人群的特点是用心赚钱,或者是被金钱所控制的人群。那么对于金钱的使用习惯是买到结果就ok。说服系统:,特别是考试的试卷和平时的习题,只有长期投入教育,成绩才会变好,,解答他的问题,有了专属老师,就可以管好孩子平时的学习了。,学校老师要照顾太多的学生,每个学生不可能都照顾到,所以,我们提供一对一老师的服务。,这样就可以放心他的学习了。关键点在于照看学生的负责感传递陪读型家长这类家长很有空,天天和小孩在一起,但是家长也不太相信自己的教学能力,要不然也不会送小孩去上学。说服系统:,我们使用的是北京高校里面的师资资源,并且这些老师都很负责任。,这样答案会更准确。,家长比较难。关键点在于学生和家长配合度,不如老师好没办法的家长这类家长对于教育基本是无从下手的,要不就是教育程度不高,要不就是实在搞不懂怎么教育的。说服系统:,比如:黄冈,清华附中。。。,一步步来最火网|,就找平台老师交流就可以了,老师很负责任关键点是凸显平台的专业度在企业明确目标客户和痛点解决之后,就是需要具体的操作步骤了。最火网咨询团下面给出具体的做法。,包季,包年服务。让客户一下投入一笔大费用,而不是一点点的收取,宁愿不要小额充值,明确充值客户就是家长。因为这做才有利润,才有核心客户存留。,并且绘制学习曲线。(如果下个月还要家长付费的话,需要告诉他们效果和答案),必须物理分开,再做关联。,提醒老师的问题描述方式。具体的细节细化,请见产品原型图的设计。,因为我们的产品具有市场竞争力,标个最低价,,不用美化自己产品,比如,为小孩请个家教;放心让小孩在线上学习;,不要服务号,直接建微信群维护未购买客户关系,直接购买了的客户通过一对一微信交流,未购买用户才拉进微信群养起来具体的设计样稿,,借助第三方语音工具,两年内不考虑自建通信服务器;,我们计算过,比自己买磁盘便宜;,支付宝,其他的不考虑最火网|5具体的技术架构设计图见,最新的UML结构图在付费客户获取这端,前期一定是一个一个客户搞定的过程,不要借助流量获取渠道和广告宣传渠道,因为客户来源系统并不完善,人员管理上面也还没有磨合好,需要专人专职分析前面的一百个客户,写成经典案例,并且做客户研究。不要相信功能的神话,功能多最好的方式就是砍掉功能,优化核心功能,特别不需要营销类的功能上线在这个时期。最火网咨询团认为K12的在线移动教育市场是个煤炭市场,先挖最优质的客户,然后再去吃掉很难转化的客户,最后死守住现有的付费客户关系。单靠邻居,朋友,亲戚的口碑相传已经具有收支平衡的基础,一下子搞10万客户只会让客户流失99%。最火网|6最火网|8