1, community realization
Based on the users accumulated by tool products, build a content community, improve user activity and retention rate, and then cooperate with e-commerce to realize payment. This method does relatively little harm to the user experience, but it is difficult to implement based on the user characteristics of K 12. The main questions are:
Low community activity: At present, the online education tool app K 12 provides mainly services such as image search, homework service, question and answer service, question bank, score checking and so on. Most users of these tools are students. Due to heavy schoolwork and parents' restrictions, students can stay in the community for a while. High cost of community: as a learning tool, community is basically learning-oriented, but children are weak in self-discipline, naturally fond of playing, and the quality of content published by community is relatively low. This year, two major K 12 tool apps were also released due to community content. The conversion path is very long: users are students and payers are parents. 2. The service is realized.
Based on tool products, value-added services are derived, that is, service charges derived from free tools. This includes charging original users and charging third parties. The difficulty of this method lies in whether the derived service has paid value, whether it is a core function or an accessory function. If it is a core function, paid conversion is acceptable, and if it is an accessory function, users probably won't pay. However, in order to attract more users, many products often drain the core functions for free in the early stage, but they can't do anything at the stage of paid realization, which is very embarrassing.
Charge the original users, such as searching questions for free, answering questions manually, checking the weak knowledge points in the live lesson, and enjoying the tuition fee of 1 to 1. However, as far as the current attempts are concerned, if these methods are used to realize payment, the users accumulated by tool products can only be used as seed users in the early stage, so as to better start paying. Large-scale paid realization still needs to rely on high-quality education services to support and enhance the spread of users' word of mouth.
Charge to the third party: the wool comes from the dog, so the pig can pay, for example, to provide strong demand tools for the B-end (school or teacher), and then charge the C-end (students and parents) after the number of users, so as to realize the realization of the payment. At present, there are relatively many ways to achieve this. Because students and parents are almost completely obedient to the school teachers, after the completion of B-side cooperation, C-side charges may be realized through a letter from the school to parents, but the amount of payment is not easy to be too large. But the difficulty is that the cooperation between B-end schools is limited by the education system and will not be smooth sailing.
3. advertising realization
This way is more common, so I won't go into details.
Answer: Alisa, caught in marketing operation, invites you to pay attention to WeChat official account to market flights.