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这一课邀请了Homejoy创始人，她结合自己创业的真实感受为我们讲解了她的创业经验：第一，选择行业，并对该行业有所了解；第二，简单定义企业特点，明确客户群体，实地营销；第三，关注客户价值；第四，建立良好的宣传和推荐机制；第五，三种增长模式——高粘度增长、病毒式增长以及付费增长模式。她用自己创业的真实经历，告诉我们：要坚持创意同时也要在适当的时机学会放弃，找到最适合自己的创业路子。
vt. 描述，画(尤指几何图形)，说成
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- So you have all these ideas in your head now,
- 现在你已经明确了
- you kind of know what the core customer base you want to go after is.
- 目标客户群体
- And you know like everything about the industry, what do you do next?
- 你也了解了这个行业的情况，那么接下来应该做什么了呢？
- So you start building your products.
- 你要开始创建你的产品了
- And you know, the common phrase
- 流行的观点是
- that most people use these days is you should build a minimum viable,
- 现在我们应该推出最简单最具有可行性的产品
- the MVP, minimum viable product.
- 也就是MVP
- And I know I'm viable because I think a lot of people skip that part,
- 很多人忽略了可行性
- and they just go out with a feature
- 他们只是推出一种功能很简单的产品
- and then the whole user experience in the very beginning like is flat.
- 这种产品用户体验很不好，所以我强调“可行性”
- So the minimum viable product pretty much means you know,
- 因此，最简单最具有可行性的产品
- what is the smallest feature set that
- 意味着，要用最简单的功能
- you should build to solve the problem that you're trying to solve.
- 解决我们要解决的问题
- And I think if you go through the whole storyboard experience,
- 像我刚才告诉大家的那样，在推出产品之前
- you can kind of figure that very quickly.
- 把这个流程在脑海中想一遍，这样就会好很多
- But again you have to be talking to users right, potential users,
- 但是，你还是需要和潜在的客户群体进行交流
- you have to be seeing what exists out there already
- 了解已经目前存在的问题
- and what you should be building to solve their immediate needs.
- 这样就可以定位出我们可以为他们解决什么难题
- And the second thing is, before you put in things in front of a user
- 另外，在推出产品之前
- you should really have your simple product positioning down.
- 你应当有明确的产品定位
- And what I mean by that is that you know,
- 我的意思是说
- you should be able to go to you know a person,
- 你应当用简单明了的
- and you should be able to say, hey you know this does x, y, and z within a sentence.
- 最好是一句话来定位你的产品
- And so for example you know, at Homejoy we started off with something actually super complicated.
- 举个例子，定位Homejoy的时候，我用了非常复杂的定位
- We're like we're an online platform for home services
- “我们是一家网上的家政服务平台
- We started with cleaning and you can choose you know, blah,
- 我们为您提供清洁服务……”非常复杂
- and it just went off for paragraphs and paragraphs.
- 用了大量的篇幅来描述
- We were present and we want to you know potential users to come onto our platform.
- 我们通过阐述产品定位让客户了解我们
- They just get kinda get bored after that first few sentences.
- 但是客户听了前几句便觉得很无聊了
- And so what we found out was that we really need this one liner,
- 我们觉得应该用简练的话
- the one liner is very important an it kinda describes the functional benefit of what you do,
- 来定位我们的产品，描述产品的优势是什么
- you know, in the future when your trying to build a brand you should,
- 如果你们要建立一个品牌的话
- you know, be able to describe, you know what are emotional benefits and stuff like that.
- 你要描述你推出的产品的优势
- But, you're starting with new users, you really need to tell them what they're gonna get out of it.
- 你会面对新客户，你要用简洁的话语表达出来
- So we simply, after we changed our positioning to get your place clean for
- 后来，我们用简洁的话语对产品重新进行定位
- $20 an hour, then everyone got it,
- “20美元一小时，你的房间就会洁净如新”
- and we're able to get you know users to, users in the door that way.
- 通过这种方式，客户秒懂了我们的产品，我们也赢得了客户
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