At present, in mainstream entrepreneurship projects, the desired seed users can be divided into approximately six categories. Each type of user responds to different characteristics and to different needs of seed users, as reflected in different kpi and different data on operational data。
These six categories are: builder seed users, certified seed users, diffuse seed users, community seed users, marketing seed users and data seed users, each of which has different values and significance。
Building communities: building seed users
The so-called build-up seed users, which generally apply to large ugc communities, claim that the seed users want to have ugc quality and a good start-up atmosphere。
Two well-known web sites are available to users of built seeds: soybean petals and knowledge。
In the early days, the first seed users found by the bean petals came more from “abei” (the founder of the bean petals, yang bo)’s own “circle of friends”. North is a well-known programmer in the pascal community in the country, so early users of bean petals are almost exclusively from the pascal community. The members of the entire pascal community had a wide range of hunting, with philosophical books, high-quality literary books, personal books, etc., and the programmers of the entire community were using a product called blog at the time, so they were well-trained ugcs and they were used to writing long scripts. This makes them a very good source of seed users in the early stages of bean petal construction。
This example of finding a user of a built seed is actually anti-intuitive. Intuitively, it might be better to go to the college to find some students, but students do not have a good habit of writing ugc texts. So from this perspective, what paul graham said at stanford's entrepreneurship class was very important: a lot of the early days of entrepreneurship were anti-intuitive. If some paths are counter-intuitive, it may be very accurate。
As entrepreneurs, it is important first to know where the users are, then to die, and then to acquire the means of durability and lack of depth。
2. Validation needs: certified seed users
Construction seed users can build a ugc atmosphere, while certified seed users can test whether demand is real。
Valid seed users apply to the electrician sector to verify whether the market is large enough, how much can be sold, how much conversion rate, whether market demand is small or mass demand, etc. So the core point for a certified seed user is to define the user's boundaries。
Valid seed users resemble sample questionnaires from consulting firms and a sample of entrepreneurs must be sufficiently representative and broad. Therefore, it is important for start-up companies to be sufficiently representative of users of certified seed。
3. Impact building: diffuse seed users
Many communities want to find diffuse seed users to help achieve impact, but access to such users themselves is particularly difficult。
For example, when millet is used as a diffuse seed user, the first target product, miui, is not a milliphone. During the miui period, the acquisition of seed users did not take advantage of the influence of the mine personally, but rather came from what was then known as 100 super-users。
People who travel frequently to fan forums find that many active users do not really have influence, while influential users are not necessarily active, so rice actually spends a lot of time studying what is a forum's super-user and who is more influential in the rom ecology of the internet。
There's an error zone here, and many people think that diffuse seed users are kol, but they're not. Kol sells its own traffic for money. So they're very different from diffuse seed users: diffuse seed users can actually follow up, and kol uses the product once, and it's never used again。
4. Identity: community-based seed users
Users of such seeds need to identify one another, that is to say, it is necessary to know that the person who joins the community and “i” are an identity to be willing to join. There are two points in such a community: the first is to identify and the second is to find these people。
In general, such communities have a strong invitation mechanism, which is not the same as a known invitation, which is the ability to screen users, who need ugc requests; the community filter wants users to have an identity。
For example, the network of lost mothers needs children born at home to become part of the network. For example, it is a social platform for high-end entrepreneurs, which requires enterprises to earn $100 million in sales over the previous year, without major disciplinary records for three years, and to comply with a set of similar precepts on the island itself。
Community-based seed users have a strong community atmosphere. For example, the seed users of the network are very precise, highly active and highly identified. Other mother-and-child communities have identity problems, and if a woman feels in the community that other mothers are not like me, it can be very detrimental to the user experience。
People with an identity are bound to form a circle in real life, so when looking for seed users, it is important to find such micro-clinics or old forums to infiltrate and “finish all”。
5. Post-kol construction: marketing seed users
Marketing seed users are looking for a bunch of kols。
For example, the search for fox weibo is a totally famous microblogging, for example, when there was a group of celebrities in beijing doing a public ad: i'm looking for fox weibo, i'm looking for fox weibo, and many people have been registered by celebrities。
Marketing-based seed users may be more suitable for later development, and the effects of their use in the early stages of entrepreneurship are not evident。
The search for fox microblogging described above is a case in point, and although the celebrity effect has gained users, the follow-up has not worked well。
Because there was a new wave of microblogging at the time, the search fox should have attracted community-based seed users who recognized each other to play on it. And celebrities are marketing, and they have no other claim to create a virtuous atmosphere。
6. “clipping up” for financing: data-based seed users
This type of seed user is unique and requires strong entrepreneurial capabilities. Why do you call a data seed user。
To put it simply, entrepreneurs want to eat investment, and each issue is based on core data or the stories and logic that entrepreneurs tell investors. From this point of view, if the entrepreneur is experienced, he knows exactly what he wants, and if it is hard to hear, the seed users he is looking for are trying to find this “number” to finance the next round。
A product is designed to maintain basic data, user volumes, user activity and some core marketing data for a product. So, what the users need is what i give them, but it must also be clear that there is another logic: if you have a profit statement, the profit statement comes from a windfall. Thus, on the one hand, the product is made available to users, and on the other hand, the product has a strong framework standard and objective of evaluation required to complete the windfall. On this basis, it is important to know what data you want, which is actually very relevant to seed users。
Entrepreneurs, on the one hand, think about the real needs of users and, on the other hand, think about the nodes of each component of financing, which is the next round of financing. What kind of data? What kind of users do this data need to achieve? What kind of means to match? This is very important。
