As the head of operations, how do you coordinate projects?

This article introduces in detail the process of the entire project on the operation side, such as department structure, department responsibilities, tasks of each operation department, etc. I hope it will be helpful to you.

The author once worked for a leading local life platform and went through the entire project process. This article will take you through the process and show you how to coordinate the operations side as the person in charge of operations.

1. Department Structure

Based on the business, we divide the department structure into front-end, middle-end and back-end.

1. Front Desk

The business center is responsible for developing the market, signing up merchants to join the platform, and providing preferential packages;

2. Middle Office

Copywriting Department: After signing a contract with a merchant, we will go to the store to conduct store visits and photography, as well as subsequent copywriting and public account operations;

Operations Department: responsible for the operation of platform traffic, management of mini programs, product operations, and activity execution;

Customer Service Department: responsible for user pre-sales and after-sales services;

3. Backstage

Technology Center: responsible for the development, iteration, and maintenance of mini-programs and cloud platforms;

The departmental structure required by the business has been built. Next, let’s talk about how to carry out the business as the person in charge of the middle office (focusing on the operations side).

2. Operation

1. Community Operation

Build a community operation system: Analyze the business type. Local life communities are mainly operated around promotions and activities;

Formulate operational strategies: Generate targeted strategies based on members’ feedback;

Formulate operational SOP: Output community operation manual and give it to members for execution;

2. IP Operation

Character: A food recommendation officer, with a cartoon foodie avatar;

Moments operation: Plan the content plan for Moments. Moments is an important part of IP creation and user reach. The transaction volume brought by Moments is greater than that of social networks, so Moments needs to be managed. Control the number of advertisements, create more IPs, post daily life content, and get closer to users.

User private chat: Private chat is a strong reach. Every private chat group will cause some user loss. In order to reduce the loss rate and carry out precision marketing, it is necessary to label users. According to marketing needs, select corresponding tagged users and optimize the copywriting;

3. Product Operation

Product quality control: When BD is discussing products, it will confirm the preliminary product plan with the merchant. Operations will need to intervene to analyze whether the product is attractive enough. Quality control mainly revolves around merchants and products. Merchants mainly look at brand awareness (affecting conversion rate), category (affecting the number of potential users, popular categories have more people, small categories have fewer people, so priority is given to mass categories), number of stores (affecting traffic coverage), geographical location (affecting the write-off rate, business district stores are better than street stores), while products mainly look at selling price, settlement price (affecting platform revenue), consumption scenarios, package structure (how to match meat and vegetables), plan combination (whether selling vouchers at the same time will cause conflicts with the package), and inventory.

Product marketing: For better products, marketing is needed

Preheating: The mall provides banners and pop-ups, and social networks and WeChat Moments are promoted to ensure exposure;

On sale: Design activities, for example, after ordering a specified set meal, you can get a red envelope by checking in at the store and posting a photo; also design two waves of prices, 99 yuan for the first 100 pieces, and then increase the price to 129 yuan, increase the conversion rate through activities, and promote through official accounts, and recommend through private chats with users to quickly consume inventory.

Build momentum: Prepare trading reports, publicize them in social groups and WeChat Moments, and convert users who have not yet placed an order;

4. Event Operation

Customer acquisition: There are two stages in customer acquisition, one is the initial stage of customer acquisition, and the other is the stage of user growth. For the initial stage of customer acquisition, we use subsidies, polish the ultimate product plan, launch public accounts, acquire customers, and then replicate; when it comes to user growth, we can use the existing user pool to split, and guide users to attract new users by setting incentives and rewards.

Promotion: For self-built local life platforms, private domain traffic pools are a must. After users enter the private domain, they need to be promoted in many aspects. The essence of promotion is touchpoints + methods. List all the touchpoints in our private domain, such as official accounts, mini programs, Moments, communities, video accounts, and then choose the activity method. We will hold a free meal lottery every week, with no threshold for participation, the purpose of which is to cultivate the habit of users logging into the mall.

5. Data analysis (time dimension: day)

Transaction data: transaction amount, number of orders, average order value; these data are then broken down according to the source channel;

Traffic data: UVPV (24-hour trend), user profile

Product data: sales rate, sales ranking, product visit UV, product conversion rate

As a reminder, there are more data indicators to look at than these. They are just the basics. It depends on the specific business. At the same time, the more indicators you look at, the more control you will have over the results.

6. Mall operation (Mini Program)

Conventional operations: basic mall operations, such as new product listings, position adjustments, pop-up window settings, etc., are relatively trivial and require attention to detail.

Module operation: The mini program mall will include some systems, such as the common membership system, activity system, and points system, which require data management. For example, whether the threshold for upgrading the membership system is too high, which will cause users to give up because they cannot upgrade;

Function iteration: Add, remove, and iterate functions on the mini program. Everything should be based on business needs. For example, I changed the activity of manually sending red envelopes into a red envelope task. Users can receive tasks through the mini program and get rewards after completing the tasks. This saves labor costs and can also collect statistical data.

3. Conclusion

As the head of operations, you need to constantly follow up on the business, iterate the business, always be on the front line, sort out the operation processes, produce operation strategies, and be responsible for the results.

Author: Wu Yiji from Southern Fujian