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作为流量产品,定价0元是最大的流量。但是0元产品漏斗很大,对团队而言利润率裂变率低打击大。50元是分界线,也是分销分界线,不做分销裂变效果差。
没有既可以赚钱又可以做裂变的课程。要么要流量,要么要流水。
199 299通常是知识付费变现的最后一个阶段。基本超过299 都会配社群,做咨询和服务比较重的 转化环节,慢慢走进教育的流程里面。
两种转化方式:
1、1000-3000 左右课程适合做课程和私聊转化,比如核桃编程,轻课,属于低单价转高单价的核心,也是录播课盈利的关键,标红的动作缺一不可。比较好的模型就是不要在信任模型内磨叽太久,在49以内做出信任产品,出现溢出价值,然后直接转1000-2000的产品。
2、5000-1w区间的转化方式,建议直接上电话销售。电销可以做到5%-10%,1000-2000跑起来25%-40%的转化率。刚刚上市的跟谁学也是典型的社群转4999课程,转化率基本在个位数2-7%,目前微信红利期已经过去,复制模式比较困难。
3、转介绍到续费部分,基本也是5000以上。用户价值这么高的情况下,不能做太低的价格。
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跟上时代,才不会被新玩法新模式新文化颠覆。
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在k12的 赛道里面,以周期长续费高著称,每一年有1.6亿在校生,每年新增600w一年级学生。6-18周岁长达12年的周期,所以这一赛道上不断有人布局。每个家庭的教育预算也是除去房产和衣食住行最大的一笔消费。
一二三线的参赔率并不像城市经济体量差别那么大,但是主要的教育大品牌都在争夺一二线市场。用知识付费,流量课的打法,去做二线以下的下沉市场,把1000-3000以内开拓市场,忠诚度高。
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1、独立特区:CEO管理增长负责人,直接对老板汇报独立运作。
2、功能主导:增长团队在市场部和产品部之下,已有成熟的原有模型成熟企业,找一个负责人去试错,调动的资源的部门级的。
3、咨询师模式:也就是中台模式,经常用户上百家机构的教育集团。服务性角色,试验好好的模式到分校进行线下培训与复制。调动的资源是集团级别的但是沟通成本很高。
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简单的流量增长公式模式: 流量-转化-流水
获取流量(购买,投放,裂变分销合作)把用户导流到下一环节,得到企业流水。
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增长团队的日常就是:把转化流程所涉及到的所有产品用户体验的路径去优化。比如将活动转化和教学服务反馈的每个点当做变量去优化。测试,找到适合企业的方式。比较统筹性的工作。
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第1周 :和公司核心层碰未来1个月或1个季度1年内最需要的指标,目前最重要的数字和目的是什么。拆解KPI做出月度季度的增长计划;
1个月:一边搭团队一边跑模型。确定增长团队的各个细分目标之后,开始4-5周的循环测试。每周测一个模型,第一个月的模型出来结果,决定了后面2个月的改进和复制方向。
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