mvp产品概念_MVP概念以及为什么需要它

mvp产品概念

Many corporations today only a few years ago started their business with MVP. The only MVP allows you to take a look in a very short period how your business will move. By this way, you can notice at the first reaction of the target audience, see all the shortcomings, and exactly decide how to proceed further: develop the idea and invest in or completely modify it in an absolutely different product.

仅仅几年前，今天的许多公司都是通过MVP开展业务的。 唯一的MVP可让您在很短的时间内了解您的业务发展情况。 通过这种方式，您可以注意到目标受众的第一React，看到所有缺点，并精确地决定如何进一步进行：开发该想法并投资或完全修改它以生产完全不同的产品。

Imagine you have a business idea and it seems very good and feasible. No rush to order full cycle development with tremendous investments and the same uncertainty. Test your business hypothesis with an MVP.

想象您有一个商业想法，这看起来非常好且可行。 无需急于命令巨大的投资和相同的不确定性进行全周期开发。 使用MVP测试您的业务假设。

An MVP, or a minimum viable product, is a product that includes only few core features of the conceived full-service product. But in the same an MVP works and can be used by early customers. If we are talking about software, it can be a website, a landing page, an application which is far from full-service but can be a basis for further product development and a tool to validate business ideas. MVP answers the crucial question: Do customers need your product?

MVP或最低限度可行的产品是仅包含设想的全方位服务产品的几个核心功能的产品。 但是，MVP同样可以起作用，并且可以由早期客户使用。 如果我们在谈论软件，则可以是网站，登录页面，远不能提供全面服务的应用程序，但可以作为进一步产品开发的基础和验证业务构想的工具。 MVP回答了关键问题：客户需要您的产品吗？

Aims of MVP development are the following:

MVP开发的目标如下：

• testing of hypotheses about the product with minimal costs
  以最小的成本检验关于产品的假设
• getting quick feedback needed for further decision making
  快速获得需要进一步制定决策的反馈
• time saving on development
  节省开发时间
• quick product launch to early customers and gaining first brand evangelists
  快速向早期客户推出产品并赢得第一品牌传播者

An MVP is a perfect tool providing it is understood and developed correctly. The success of the MVP development depends on a startup even more than on a development team. Proper preparation is needed to get the maximum effect of an MVP.

只要正确理解和开发MVP，它就是一个完美的工具。 MVP开发的成功取决于启动，而不是取决于开发团队。 需要适当的准备才能获得MVP的最大效果。

MVP is not a rough draft, it is a serious product requiring thorough preparation. Its mission is to present and sell product’s value proposition to customers.

MVP并不是草稿，它是需要认真准备的严肃产品。 其使命是向客户展示和销售产品的价值主张。

Good MVP:

好的MVP：

• serve at least one specific audience
  服务至少一个特定的受众
• address at least one key problem
  解决至少一个关键问题
• have a well-designed UX
  精心设计的用户体验
• easy to build and launch quickly
  易于构建和快速启动

MVP in process

正在进行MVP

Let’s talk about how a startup should prepare for creating effective MVP.

让我们讨论一下创业公司应该如何为创建有效的MVP做准备。

如何建立有效的MVP-创业算法 (How to Build an Effective MVP — Algorithm for Startups)

第1步 (Step 1)

确定目标受众和产品要解决的问题 (Define your target audience and problems your product is to solve)

To succeed, a product should meet its customers. For whom your product is designed? What problems does it solve? Give your prospects the reason to buy it.

为了取得成功，产品应该满足其客户。 您的产品是为谁设计的？ 它解决什么问题？ 给您的准客户购买它的理由。

Conduct careful target audience research. Understanding your prospective customers and their needs will give you the view of your MVP. Consider demographic and social factors, pay attention to interests and lifestyle. Don’t try to cover all customers groups at once. Choose one specific audience, describe a buyer persona in detail.

进行仔细的目标受众研究。 了解潜在客户及其需求将使您对MVP有所了解。 考虑人口和社会因素，注意兴趣和生活方式。 不要试图一次覆盖所有客户群。 选择一个特定的受众，详细描述购买者的角色。

Target audience and problems definition

目标受众和问题定义

Conduct a little survey: interview 15 or more potential customers to measure their interest in your product. Ask them several questions: 1 — How important is the problem you are aiming to solve for your customers? 2 — Are they trying to solve it with other products or own methods? 3 — Are your respondents involved in the interview? 4 — Are they okay with one more interview? 5 — Are they ready to pay for your product right now?

进行一些调查：采访15个或更多潜在客户，以衡量他们对您的产品的兴趣。 问他们几个问题：1-您要为客户解决的问题有多重要？ 2-他们是否尝试使用其他产品或自己的方法解决问题？ 3-您的受访者是否参与了访谈？ 4-再接受一次采访是否还可以？ 5 —他们准备好立即为您的产品付款吗？

Measure the answers on a scale for one to ten. If a total constitutes 31 and more — you are moving in the right direction.

用一到十的量度答案。 如果总数等于或大于31，则说明您朝着正确的方向前进。

You can measure interest with the help of other communication channels:

您可以借助其他沟通渠道来衡量兴趣：

• blog or social networks
  博客或社交网络
• questions & answers services like Quora
  问答服务，例如Quora
• landing page with a registration form
  带有注册表格的登录页面

第2步 (Step 2)

进行竞争分析并证明您是最好的 (Conduct competitive analysis and prove you are the best)

Even if you consider your product is unique, spend some time to find and analyze potential competitors. Learn primary and secondary sources, test their products. Find out what their customers say about their service, learn their feedback to find weaknesses and bottlenecks. Answer the following questions:

即使您认为自己的产品独特，也要花一些时间来寻找和分析潜在的竞争对手。 了解主要和次要来源，测试其产品。 找出客户对他们的服务的评价，了解他们的反馈以发现弱点和瓶颈。 回答以下的问题：

• Why are you better than competitors?
  您为什么比竞争对手更好？
• Can you offer something unique to the market?
  您可以提供市场独有的产品吗？

Сompetitor analysis

竞争者分析

You can analyze other market players with free and paid tools like Alexa, Similar Web, Ahrefs, Apps Annie, MOZ etc.

您可以使用免费和付费工具(例如Alexa，Similar Web，Ahrefs，Apps Annie，MOZ等)分析其他市场参与者。

第三步 (Step 3)

考虑用户流 (Consider the user flow)

User flow is a route a customer should pass to reach the core goal of the product. It should be logical and clear.

用户流是客户应达到产品核心目标的途径。 它应该是逻辑清晰的。

User flow consideration

用户流程注意事项

第4步 (Step 4)

形成一组必要的功能并确定其优先级 (Form the set of necessary features and prioritize them)

You already have the user flow, now you can proceed to the features list. Figure out what particular features you need on every stage of the user flow. Divide the features to mandatory, desirable and minor and place them in order of decreasing priority. Then choose the features to include in your MVP. Keep in mind the Pareto rule. Then you can go to your technical team and start developing MVP. Features formation and prioritization

您已经有了用户流程，现在可以进入功能列表。 找出在用户流程的每个阶段需要哪些特定功能。 将功能分为强制性，理想和次要功能，然后按优先级从高到低的顺序排列。 然后选择要包含在MVP中的功能。 请记住帕累托规则。 然后，您可以去技术团队开始开发MVP。 特征形成和优先级

第5步 (Step 5)

建立MVP，收集第一批用户的反馈意见，然后再回到开发阶段 (Build an MVP, collect feedback from the first users and go back to development)

Present the MVP to your target audience and collect the first feedback. Use relevant marketing metrics like registrations, orders, downloads, time spent, conversion rate, mentions on social media, etc. Use the interview to collect customers’ feedback, learn it and make further decisions. If everything goes as it should, return to successful features refinement. Then test the product again. In other cases, you’ll have to pivot your business in a new direction or even abandon it. Users feedback

向目标受众展示MVP，并收集第一批反馈。 使用相关的营销指标，例如注册，订单，下载，花费的时间，转换率，在社交媒体上的提及等。使用访谈收集客户的反馈，学习反馈并做出进一步的决策。 如果一切正常，请返回成功的特征优化。 然后再次测试产品。 在其他情况下，您必须将业务转向新的方向，甚至放弃它。 用户反馈

您最好避免的错误 (Mistakes You’d Better Avoid)

Why such a good tool as an MVP fails? Startups make critical mistakes:

为什么像MVP这样的好工具会失败？ 初创企业犯严重错误：

1. They don’t make proper homework including competitors and customers research.
   他们没有做适当的作业，包括竞争对手和客户调查。
2. They build MVP for all platforms at once — mobile, web, application etc. and spend a lot of time and money.
   他们一次为所有平台(移动，Web，应用程序等)建立MVP，并花费大量时间和金钱。
3. They prioritize features wrong.
   他们将功能优先排序错误。
4. They offer raw bad-designed product and overestimate its value.
   他们提供原始设计错误的产品，并高估了其价值。

MVP is not just a game, it can be a full-fledged start-up that will bring you only the benefits and satisfaction from running a business. It will never be a disaster if you approach it seriously and with full dedication. MVP will show you the real way of developing your business. If an idea of creating your own business long ago lurking in your thoughts, we will help you to create the right and working MVP project. We'll tell more about the process, show everything with our real examples and make completely right decisions.

MVP不仅仅是一个游戏，它还可以是一个成熟的初创企业，它将为您带来仅因经营业务而带来的好处和满意度。 如果您认真认真地全力以赴，那将永远不会是一场灾难。 MVP将向您展示发展业务的真实方法。 如果很久以前就潜藏了创建自己的企业的想法，我们将帮助您创建正确且有效的MVP项目。 我们将详细介绍该过程，并通过实际示例展示所有内容，并做出完全正确的决定。

翻译自: https://habr.com/en/post/498514/

mvp产品概念