At the beginning of 2018, I transformed from the C-side Internet to the SaaS field. At first, I had this idea: although purchasing software is a corporate behavior, the users who use the mobile terminal are single individuals. If I do things according to the previous toC ideas and methods, there should be no problem.
Until one day, I called to do a user research. One of the customers, Dr. Wang, was very excited and said why you didn’t improve the problems you reported before. The free version of the xx product is supported. If it goes on like this, I will switch to another manufacturer. . I'm a little confused: how can these users be so powerful?
Later, in the process of work, I slowly found that there are really many different toC and toB products.
1. From insight into human nature to insight into business process
There is a relatively popular saying that if Internet products want to be popular, it is enough to make good use of human nature.
At the beginning, I also had this idea. I felt that as long as I had insight into human nature, I could make a good product; but the more I did, the more I found out that "human nature" has little to do with SaaS products.
Enterprise-oriented SaaS software is to let different individual roles in the enterprise perform their own duties to help the enterprise achieve an overall goal, which may be anti-human in terms of individuals.
In order to help enterprises achieve their goals accurately and efficiently, it is necessary to have an in-depth understanding of the business process of the enterprise, realize the functional coverage on the process link, and include various participating roles in the business process at the same time; therefore, the design of toB products must be country email list rooted in the industry. .
Although I understand the difference between the two, in practice, it is inevitable to do things according to the inertia of the toC product idea; for example, the "recommended and polite" function that invites them to live motivated - almost every app now has this function; I originally Full of hope that this function can become the "starter" of the company's SaaS online marketing, and provide real cash red envelopes to recommenders; after the results were launched, the data was very bleak, and only sales comrades regarded it as a single tool.
Later, I reflected on it, and the main reason for the failure of recommending politeness is that the user and the decision-maker of the B-end are not the same, and the decision-maker must be precisely reached to ensure the effectiveness of this mechanism.