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Introduction to B2B Product Theory

2024-12-02 11:01:20  137  1  Report

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Definition of B2B products

The difference between B2B and B2C

to customer products

The users of the customer's products are individuals, and common monetization methods include advertising, paid subscriptions or memberships, platform commissioning, etc.

Advertising, of course, is almost always present in the final business model for customer products.

Paid Subscription

Members: For example, common video memberships

Most of the apps on our phones are customer products

B2B products

B2B products are aimed at enterprises, mainly to solve the efficiency problems in their business operations, and ultimately achieve "cost reduction and efficiency improvement".
Common B-end products include business support and office collaboration categories, such as customer relationship management systems, warehousing and logistics systems, etc.

The object of B2B products is enterprises, but currently the object is the employees within the enterprises.

Classification of B2B products

By operation and maintenance deployment method

Deployed in the cloud or locally, centralized or standalone deployment.

Public Cloud

Resources, data, and applications are stored on IDC servers provided by IDC service providers or third parties,
and users access these products through the Internet. For example, Alibaba Cloud and Amazon Cloud.

Private Cloud

A cloud service built individually for a customer, with data and applications stored in the location specified by the customer.
Generally, it is large groups or governments, with high requirements for data security.

Hybrid cloud

Combining public and private clouds, unimportant applications and data are deployed on public clouds,
critical applications and data are placed on private clouds.

On-premises deployment

Store the product's applications and data in one computer, not connected to other servers or computers.

Classified by cloud service model

SaaS (Software as a Service)

Enterprise Collaboration Management Tool

ERP (Enterprise Resource Planning Management System)

CRM (Customer Relationship Management System)

OA (Office Automation System)

Platform as a Service

Firewall

Container

CICD Tools

API Service

Application Management

Application virtual hosting

Development assistance tools, etc.

IaaS (Infrastructure as a Service)

Hardware devices, such as servers, interactive machines, etc.

Cloud rental, low cost, high efficiency and flexibility

Explanation

A system's normal operation requires support from three parts.

Software: Application, Data

Platform: Operating System, Middleware

Infrastructure: including network, storage, servers, virtual services, etc.

corresponding

SaaS products: all infrastructure, platforms, and software are sourced externally.

PaaS products: infrastructure, platform outsourcing, self-built software

LaaS products: Infrastructure sourced externally, platforms and software self-built

Classify by product value

reduce costs

Reduce labor and management costs

Improve efficiency

Improve management or work efficiency

Enhance management

Fine-grained and transparent management

Reduce the risk

Reduce risks in specific areas.

The development stage of B2B products

Development stages: Customization → Commercialization → Diversification → Platformization

Customization

Verify the commercial value of the product

Does it meet the business requirements?

Is the function complete?

Is the experience good?

Is the performance stable?

2. Commercialization

When product customization matures, there is enough commercial prospect and value, start the commercialization of the product.

Diversification

Business diversification

Development from a single business to multiple business areas

Industry diversification

Solutions for a single industry evolve into solutions for multiple industries.

Deploy diversification

Deploying a single network environment to support multiple network environments

Terminal diversification

A few terminals to multiple terminals, mobile terminals, PC terminals

Platformization

Establish platform rules

Introduce multiple players

Output professional solutions

Build a platform ecosystem

Six Thinking Dimensions of B2B Products

User level

The payer and user are separated, the payer is the enterprise, and the user is the employee.

There are many users, so try to pay attention to the needs of different user roles as much as possible.

Users play different roles, with corresponding business processes.

The permission setting of B-end products is extremely important.

The demand level

The business is complex, making it difficult to master enough business knowledge in a short period of time.

Lack of general experience, unfamiliar with the field, unable to understand the requirements

The more familiar a product manager is with the business, the more主导权they have.

Product roles are significantly different, and we need to resolve conflicts and make trade-offs.

The requirements are relatively clear and stable.

strong sense of collectivism

The collective interest comes first.

The demand for roles is converging.

Task collaboration with multiple people

complicated logic

The process and rules are complex.

A good logical thinking and abstract ability is required.

Qualitative research为主

Iterative level

For customer products, we can adopt the MVP approach, take small steps and iterate quickly.

MVP: Minimum Viable Product. Minimize risk and cost, implement a product with the smallest cost, and maximize the understanding and verification of the product's ability to solve user pain points.

However, B2B products are a heavy investment, with high trial and error costs and high replacement costs.

B2B products are small steps and slow running, steadily launched, first polished products, and then towards commercialization

Design aspect

B2B products are used internally within enterprises, with low requirements for interaction and UI.

Pay more attention to the realization of product functions

As flexible as possible, low coupling, and scalable for each module.

Ease of use is relatively important (SaaS products may require higher standards)

Sub-theme

Operational level

Acquiring seed users is difficult.

Building customer confidence is difficult.

Designing and developing a B-end product requires a significant investment,
More will directly purchase existing products.

Customers need to have great trust in the product when purchasing it,
The purchase cost is high, the usage cost is high, and the replacement cost is also high.

The customer's motivation is purely utilitarian, unlike the novelty-seeking mindset towards customer products.

The focus of operation is different from C-end.

B2B products are all based on organizational demands, and users are also forced to use them due to organizational requirements,
so there is no need to spend time on activation, the focus is still on maintaining old customers + expanding new customers

The user loyalty is very high.

The replacement cost of B-end products is too high.

High learning cost

Data accumulation

Sense of trust

User habits

Zero-sum game

The B2B product does not exist for colleagues to purchase and use, and your competitor's gains are your losses.

User growth is slow and steady.

Limited access to customer channels

Customer decision rationality

Business aspect