在线教育app产品分析方案

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·······························································································································································································7最火网|HOTTESTWORD.COM1需求背景介绍这次项目需要解决的问题针对最近咨询的三个K12在线教育项目，设计一个可以解决移动在线教育的收费方案，目标在于获得客户之后，收取客户的费用，实现APP的盈利。谁买单现有付费客户的研究学生现在基本这些APP都是学生在用，用于线上学习课程，难题解疑，包括线上老师和学生的一对一辅导，甚至有个APP还可以做到线上老师和学生使用白板和语音实时交流，一道一道题进行解答。学生付费的钱大概是10元到80元之间，很少超过100元的。可见学生是使用自己的零钱进行消费的，并且这些题目都是高年级的问题，学生愿意花钱弄懂一个他感兴趣的问题。可以见得这类是学霸。家长家长在自己孩子是低年级的时候，会求助于老师解题。因为对于一些小学的题目，家长也是大部分不懂的，但是为了和小孩一起学习，很多题目小孩是需要问家长的，家长也是没有办法解答不出了，就求助于APP，自己先学会然后再告诉学生。这类付费用户，充值都是整数倍的，如50元，100元，500元之类的。因为家长使用APP的习惯和学生不同，家长不喜欢一点点的充值，而且也讨厌充值的这个用户流程。所以，很多充值了的现金也会留着不用。如果孩子是初中生的话，家长就基本不会来请教老师了，而是帮助孩子充值，直接让孩子问老师就可以了。未付费客户的研究对于已经使用了的用户，但是没有付费的情况研究，大概是下面的情况：1.这类客户在推广活动的时候，获取的免费可以使用的积分会短期内使用掉，但是一旦没有免费的午餐的时候，这些客户又会静默了。2.注册体验后，并没有使用核心功能，只是点击几下就关闭了，但是也不删除APP。这种客户最多。3.安装了也不注册，然后就是浏览，然后，再也不打开APP。可以了解到未付费用户其实是使用了其他途径进行需求的满足，比如下面的情况之一：1.直接不想解答他不了解的题目了，直接放弃。这种客户最多。最火网|HOTTESTWORD.COM22.看到解答题目需要付费，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。3.直接问老师和同学去了，不使用APP去解决自己的问题。让谁买单最容易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1Gucci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