*254 Four dimensions of identifying the truth of a need: pain point (strong), immediate need, high frequency, and prevalent

Part I ? How to Detect User Needs at an Early Stage

Part 2 ? Practice Questions

According to Mr. Xiong Jun's theory of product requirements, please analyze the user needs that are mainly satisfied by several successful or failed products, or find a few needs that can be called "pain points" through your own analysis (not limited to Internet products), and choose one to analyze other means of meeting the needs.

There is no effective means to help you find the exact need, and there is always a gap between what entrepreneurs imagine as a pain point and what is really happening. In fact, the whole process of entrepreneurship, is in the process of finding a pain point, although not necessarily find a real pain point, a single from the following three aspects to try to find:

1. their own needs

2. the pain points of others

3. from other people's failures, bad reviews to learn At the same time, it must be noted that the user's needs are not necessarily the real needs, the user can only say that his obvious needs; the same demand can be a good way to find out what the user needs. The obvious needs; the same needs can have a painless way to solve the need to find an effective entry point. There are only two ways to make money in the world: "Save Time" and "Kill Time". What users want is actually Solution, not Function, the real value of the product is to solve the problem.

The four dimensions of identifying demand: pain point (strong), just need, high frequency, universal

On the issue of identifying demand, Zhou Hongyi and Zhou Hang (founder of ETSI, a serial entrepreneur, and now investment partner of Shunyi Capital) have both mentioned this issue, and Zhou Hang mentioned three points in his book "Re-understanding of Entrepreneurship: Reflections on the Way of a Startup Entrepreneur" to identify demand. Zhou Hang mentioned in his book "Re-understanding entrepreneurship: a startup on the way to think" that the three points to identify the true and false demand are strong, frequent and common, and Zhou Hongyi's method to identify the true and false demand is just need, pain point, high frequency. In the actual process of entrepreneurship, the order of thinking is: pain point (strong) → rigid need → high frequency → universal. The following first explains each concept, and then say how to identify the true or false demand.

Rigid demand:

From Maslow's hierarchy of needs theory, physiological needs and safety needs are rigid, involving the needs of the enterprise are rigid, for example, your business needs financial systems to calculate the accounts, then the enterprise needs to go to the procurement, otherwise the financial colleagues did not have a way to work properly, of course, in the case of a certain size of your company.

Physiological needs is our daily life in the clothing, food, housing and transportation, of course, sex for men is also just need.

Security needs is the sense of security, girls get married to house is for the sense of security, antivirus software is to meet the human security, some entrepreneurs immigrants are also for the sense of security, even if it is now the knowledge of the payment, but also to meet the security needs of the middle class (because it is not easy for the middle class to climb up to this class, especially afraid of the decline of their own class, so especially anxious.)

Pain point (strong)

This point is to see whether the user is willing to pay for your product as a judgment standard. This is the same as many girls to judge whether the boys love her a reason, why many girls to the man is willing to spend money and time for her as a standard of judgment? Because money and time are the things that most men value most. Willing to spend time for you to spend time of the man does not necessarily love you (such as some rich, idle rich second generation, they have all the time and money, but does not mean that he loves you), not willing to spend time for you to spend time must not love you.

Doing products we face is the market users, users are willing to spend money, willing to spend a lot of money, must be the pain point of the market, on the contrary, not willing to spend money, on behalf of the pain point is relatively low.

High-frequency

The so-called high-frequency, that is, the user's need to generate how often, such as meals, is a high-frequency demand, but *** enjoy the umbrellas are not high-frequency demand, because, after all, it is not raining every day, but it is to meet the immediate need, the pain point of these two points.

Universal

The so-called universal is the number of users must be huge, such as product training, this market is not very large, after all, the whole of China's product managers should be added up to about a million, compared to the market of the drip taxi, it is not worth mentioning, which is why Zhihu from the early gathering of Internet personnel, expanding to all walks of life because the Internet personnel put into the national population. Internet personnel to the national population, after all, belong to a minority, can not afford to support the valuation of tens of billions of yuan, so can only expand the coverage of the user group.

In the actual entrepreneurial process, these four dimensions vary in importance.

The pain point (strong) and immediate need are the conditions that must be met in order to choose a startup project, while high-frequency and universal have to be combined with the actual situation of the entrepreneur.

Low-frequency demand, you can also start a successful business, if you can get enough users, as well as success, such as only do villa design studio;

Not universal demand, you can also start a successful business, just the scale of the development of a small slow, for example, to do the training, I earn more or less, that are mine, as long as they can feed themselves can be slow;

Meet the just demand Generally to make the business bigger and stronger, financing and listing, easy to form a unicorn, but also a high demand for entrepreneurial teams.

So when choosing a project, in addition to considering the market demand should also consider the entrepreneurial team's own conditions, and choose the road with the highest probability of success is the most appropriate.

References:

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