1. Market Segmentation

Market segmentation refers to dividing a large market into several smaller markets according to different characteristics or needs in order to more effectively target customers and provide differentiated products and services. Market segmentation can help enterprises identify market opportunities, competitive advantages and potential risks, and formulate more reasonable market strategies and marketing plans.

There are many ways to segment the market, and the common ones are based on geographic, demographic, psychological, behavioral and other factors. Different market segmentation methods are suitable for different industries and products, and enterprises should choose the right method according to their own situation.

Champu Consulting once provided market segmentation consulting services for an online education platform. The platform offers several types of online courses, covering all stages and disciplines from primary school to university. Through the analysis of the platform's user data, Champ Consulting found different needs and preferences of users, such:

-Some users need systematic and normative courses mainly to improve their academic performance;

-Some users mainly for interests and hobbies, need flexibility and interesting courses;

-Some users are mainly for career development and need practical and professional courses.

Based on these findings, Shangpu Consulting recommends that the platform segment the market according to the user's learning goals, and design different course content, format and price for different target users to improve user satisfaction and loyalty.

2. Value Proposition Design

Value proposition design is about defining and communicating what value a product or service can bring to the target customer and how it differentiates from competitors. Value proposition design can help companies identify their core strengths, address customer pain points and expectations, and enhance customer awareness and trust.

The value proposition design process involves the following steps:

-Understand customers: Collect customer information, including their needs, pain points, expectations, behaviors, etc., through research, interviews, observations, etc;

-Analysis of competition: analysis of competitors' strengths, weaknesses, characteristics, etc. through research, comparison, evaluation, etc;

-Creating value: designing the functions, features, benefits, etc. of a product or service through creativity, testing, iteration, etc;

-Communicating value: expressing the value proposition of a product or service through language, images, stories, etc., to attract and convince customers.

Champu Consulting has provided value proposition design consulting services for a health management application. The app provides users with personalized health assessments and recommendations through smart devices and algorithms. Champ Consulting helped the app design its value proposition:

-Understand customers: Shangpu Consulting Company found that the target customers of the application are mainly young people who pay attention to the quality of healthy life and pursue the sense of science and technology and fashion. Their pain point is the lack of professional health guidance and feedback, and the expectation is to improve the health level and quality of life through science and technology;

-Analysis of competition: Shangpu Consulting found that there are two main types of competitors for this application. One is traditional health management services, such as hospitals, clinics, gyms, etc. Their advantages are professionalism and authority, and their disadvantages are high cost, Low efficiency and poor convenience; the other is other health management applications, such as exercise records, diet recommend, sleep monitoring, etc, their advantages are convenience and popularity, while their disadvantages are single function, poor accuracy and low degree of personalization;

-Create value: Shangpu Consulting Company suggests that the application should take **intelligent health management** as its core function and feature, collect users' health data in real time, such as heart rate, blood pressure, body weight, body fat rate, etc., and analyze users' health status and risks through algorithms, and give personalized health suggestions, such as exercise plan, diet plan, sleep habits, etc. The application can also allow users to share and interact with other users through social functions, forming a community of health management;

-Convey value: Champ Consulting has designed a concise and powerful value proposition statement for the app: **Make technology your personal health steward**. This statement highlights the sense of technology and personalization of the application, and also expresses the care and service of the application to users.

3. Business Model Canvas

The business model canvas is a visual tool for describing, analyzing, and designing an enterprise's business model. The business model canvas consists of nine elements: customer detail, value proposition, channel, customer relationship, revenue stream, key resources, key activities, key partners and cost structure. These elements can help companies sort out their business logic, identify their strengths and weaknesses, and identify their opportunities and challenges.

The business model canvas is used in the following steps:

-Fill in the canvas: according to their own actual situation, fill in each element on the canvas, try to express their ideas concisely;

-Verify the canvas: verify whether each element on the canvas meets the real needs and feedback of the market and customers through research, testing, feedback, etc;

-Improve the canvas: According to the verification results, modify or optimize each element on the canvas to make it more suitable for the market and customers;

-Iterative canvas: As the market and customers change, constantly update and adjust every element on the canvas to keep it up to date.

Champu Consulting once provided a business model canvas consulting service for a shared bicycle platform. The platform provides users with convenient and low-cost travel services by deploying a large number of smart bicycles in the city. Champ Consulting helped the platform design its business model canvas in the following ways:

-Fill in the canvas: Based on the initial ideas of the platform, Champ Consulting filled in each element on the canvas, such:

-Customer segmentation: The target customers of the platform are mainly young people in cities, who need a fast, cheap and environmentally friendly way to travel;

-Value proposition: The value proposition of the platform is to provide a shared bicycle service with no piles, no appointment, and per-minute billing, so that users can find and use bicycles anytime, anywhere;

-Channel: The main channel of the platform is through mobile applications, allowing users to scan the code to unlock bicycles, view the distribution of bicycles nearby, pay fees, etc;

-Customer relationship: The main customer relationship of the platform is to encourage users to use bicycles through points, coupons, members, etc., and to communicate and interact with users through customer service, social media, etc;

-Source of income: the main source of income of the platform is the expenses generated by users using bicycles, as well as additional income generated through advertising, cooperation, etc;

-Key resources: The key resources of the platform are a large number of smart bicycles, as well as the data analysis and operation system in the background;

-Key activities: The key activities of the platform are to maintain and update bicycles, as well as to analyze and optimize the distribution and use of bicycles;

-Key partners: The key partners of the platform are bicycle manufacturers, suppliers, repairers, as well as city governments, transportation departments, advertisers, etc;

-Cost structure: The main cost of the platform is the purchase and maintenance of bicycles, as well as the payment of channels and partners.

-Validate the canvas: Champ Consulting has conducted trial operations in some cities and collected feedback from users and the market to verify whether each element on the canvas is effective and feasible, such:

-Customer segmentation: Champu Consulting found that in addition to young people, there are other types of customers who are also interested in sharing bicycles, such as the elderly, tourists, etc;

-Value proposition: Shangpu Consulting found that users' demand for shared bicycles is not only travel, but also other aspects, such as fitness, entertainment, etc;

-Channel: Shangpu Consulting found that although mobile applications are convenient, there are still some problems, such as unstable network signals and code scanning failures;

-Customer relations: Shangpu Consulting found that users have different reactions to incentives such as points and coupons. Some users find it useful and some users feel indifferent;

-Source of income: Shangpu Consulting found that the cost of using bicycles for users is stable, but also low, while additional income such as advertising and cooperation is higher but unstable;

-Key resources: Shangpu Consulting found that the quality and quantity of bicycles affect user experience and satisfaction, while the back-end data analysis and operation system affects the distribution and use efficiency of bicycles;

-Key activities: Champ Consulting found that maintaining and updating bicycles is a time-consuming and labor-intensive task, while analyzing and optimizing the distribution and use of bicycles is a complex and delicate task;

-Key partners: Champu Consulting found that partnerships with bicycle manufacturers, suppliers, repairers, etc. affected the quality and cost of bicycles, while partnerships with city governments, transportation departments, advertisers, etc. affected the size and revenue of bicycles;

-Cost structure: Champ Consulting found that the purchase and maintenance of bicycles is the main cost of the platform, while the payment of channels and partners is the secondary cost of the platform.

-Improve the canvas: According to the verification results, Champ Consulting has modified or optimized each element on the canvas to make it more suitable for the market and customers, such:

-Customer segmentation: Champu Consulting recommends that the platform expand its target customer range to include users of different ages, different purposes and different preferences;

-Value proposition: Shangpu Consulting recommends that the platform increase the diversity of its value proposition, provide different types, different functions, different prices of bicycles, to meet the needs of different users;

-Channel: Shangpu Consulting recommends that the platform optimize the performance and stability of its mobile applications, and improve the convenience and reliability of users using bicycles;

-Customer relationship: Shangpu Consulting recommends that the platform customize its incentives based on user feedback and behavior to increase user enthusiasm and loyalty to use bicycles;

-Source of income: Shangpu Consulting suggested that the platform balance the structure of its source of income, not only to ensure the stable income generated by users using bicycles, but also to develop additional income such as advertising and cooperation;

-Key resources: Shangpu Consulting recommends that the platform improve the quality and quantity of its bicycles, as well as the capabilities of the back-end data analysis and operation system, to improve user experience and satisfaction;

-Key activities: Champ Consulting recommends that the platform simplify and automate its process of maintaining and updating bicycles, as well as methods to analyze and optimize the distribution and use of bicycles to improve work efficiency and effectiveness;

-Key partners: Shangpu Consulting recommends that the platform strengthen coordination and communication with bicycle manufacturers, suppliers, repairers, etc., as well as collaboration and negotiation with city governments, transportation departments, advertisers, etc., to enhance cooperation and benefits;

-Cost structure: Champ Consulting recommends that the platform reduce its cost of purchasing and maintaining bicycles, as well as paying channels and partners, and improve profit margins.

-Iterative canvas: As the market and customers change, Champ Consulting continuously updates and adjusts every element on the canvas to keep it up to date.

4. growth engine

Growth engines are the systems and mechanisms that an enterprise uses to achieve sustained growth. Growth engines can help companies attract, retain and convert more customers, increasing market share and revenue levels.

The growth engine is built in the following steps:

-Determine the growth target: according to their own business model and market conditions, determine a specific, measurable and achievable growth target, such as the number of users, activity, conversion rate, etc;

-Design growth strategy: according to their own value proposition and customer segmentation, design a series of growth strategies, such as acquisition strategy, activation strategy, retention strategy, revenue strategy, recommend strategy, etc;

-Implement growth experiments: according to your own growth strategy, implement a series of growth experiments, such as A/B testing, multivariate testing, penetration testing, etc., to test the impact of different assumptions and variables on growth goals;

-Analysis of growth data: according to their own growth experiments, collect and analyze relevant growth data, such as traffic, click-through rate, registration rate, payment rate, retention rate, etc., to evaluate different experimental results and effects;

-Optimize the growth process: According to your own growth data, optimize and adjust your own growth strategies and experiments, retain effective methods, eliminate ineffective methods, and continue to improve and innovate.

Champs Consulting once provided consulting services for a growth engine for an online video platform. The platform provides users with entertainment and learning services by providing massive video content. Champ Consulting has helped the platform build its growth engine:

-Determine growth targets: according to the business model and market conditions of the platform, Shangpu Consulting has determined that its main growth target is to increase the number of users and activity;

-Design growth strategies: Based on the value proposition and customer segmentation of the platform, Shangpu Consulting has designed the following growth strategies:

-Acquisition strategy: through search engine optimization (SEO), social media marketing (SMM), content marketing (CM), etc., to improve the platform's exposure and visibility on the network, to attract more potential users;

-Activation strategy: improve the attractiveness and stickiness of the platform to users by simplifying the registration process, providing free trials, pushing personalized recommend, etc., and promote users to complete registration and watch videos;

-Retention strategy: improve the platform's satisfaction and loyalty to users by updating video content, providing interactive functions, sending notifications and reminders, and promote users to visit and watch videos regularly;

-Revenue strategy: by setting up membership system, providing value-added services, display advertising, etc., to improve the platform's profitability and profitability to users, to promote users to pay and watch videos;

-recommend strategy: by setting up sharing function, providing reward mechanism, establishing community atmosphere and other ways, improve the platform's influence and reputation on users, and promote users to invite and watch videos.

-Implementation of growth experiments: According to the growth strategy of the platform, Champ Consulting has implemented the following growth experiments:

-Acquisition experiment: Through A/B testing of different keywords, titles, descriptions, etc., test the impact of different SEO strategies on the platform's ranking and click-through rate on search engines;

-Activation experiment: Through A/B testing of different registration methods, trial duration, recommend algorithms, etc., to test the impact of different activation strategies on the registration rate and viewing rate of the platform;

-Retention experiment: test the impact of different retention strategies on the retention rate and repurchase rate of the platform by A/B testing different content update frequencies, interactive function types, notification and reminder methods, etc;

-Revenue experiment: A/B test of different member prices, value-added service content, advertising forms, etc., to test the impact of different revenue strategies on the platform's payment rate and revenue level;

-recommend experiments: A/B tests are conducted on different sharing channels, reward mechanism design, community atmosphere creation, etc. to test the impact of different recommend strategies on the recommendation rate and communication effect of the platform.

-Analysis of growth data: based on the platform's growth experiments, Champ Consulting collected and analyzed relevant growth data, such as traffic, click-through rate, registration rate, payment rate, retention rate, etc., and evaluated different experimental results and effects, such:

-Get data: Shangpu Consulting found that SEO strategies such as long tail keywords, eye-catching titles and detailed descriptions can improve the ranking and click-through rate of the platform on search engines;

-Activation data: Shangpu Consulting found that activation strategies such as using mobile phone number registration, providing 10-minute trial viewing, and pushing popular videos can improve the registration rate and viewing rate of the platform;

-Retained data: Shangpu Consulting found that the retention rate and repurchase rate of the platform can be improved by using retention strategies such as updating content daily, providing interactive functions such as comments and likes, and sending notification reminders such as weekly selections;

-Revenue data: Shangpu Consulting found that using the 9.9 yuan/month membership price, providing value-added services such as unlimited viewing without advertising, and displaying video-related advertising and other revenue strategies can improve the platform's payment rate and revenue level;

-recommend data: Shangpu Consulting Company found that recommend strategies such as using WeChat, microblog and other sharing channels, providing reward mechanisms such as free members, and establishing community atmosphere such as stars and mentors can improve the recommendation rate and communication effect of the platform.

-Optimize the growth process: According to the growth data, Shangpu Consulting optimized and adjusted the growth strategy and experiment of the platform, retained effective methods, eliminated ineffective methods, and continued improvement and innovation, such:

-Acquisition optimization: Shangpu Consulting Company suggests that the platform continue to use SEO strategies such as long tail keywords, eye-catching titles and detailed descriptions. At the same time, it also tries to use multimedia forms such as videos, pictures and audio to improve the collection and display of search engines;

-Activation Optimization: Shangpu Consulting Company recommends that the platform continue to use activation strategies such as mobile phone number registration, 10-minute trial viewing, and push popular videos. At the same time, it also tries to use novel registration methods such as face recognition and fingerprint recognition to improve users' interest and sense of security;

-Retention optimization: Shangpu Consulting Company suggests that the platform continue to use retention strategies such as updating content daily, providing interactive functions such as comments and praise, and sending weekly selections and other notification reminders. At the same time, it also tries to use more interactive functions such as live broadcast, question and answer, voting, etc. to improve users' participation and sense of belonging;

-Revenue Optimization: Shangpu Consulting Company suggests that the platform continue to use 9.9 yuan/month membership price, provide value-added services such as unlimited viewing without advertisements, display video-related advertisements and other revenue strategies, and also try to use more payment methods such as reward, subscription and crowdfunding to improve users' willingness to pay and gratitude;

-recommend optimization: Shangpu Consulting Company suggests that the platform continue to use sharing channels such as WeChat and microblog, provide reward mechanisms such as free members, and establish community atmosphere such as stars and mentors. At the same time, it also tries to use more sharing methods such as SMS, email and two-dimensional code to improve the convenience and scope of sharing for users.

5. Growth Hacks

Growth hacking is a method of using data analytics and creative thinking to quickly grow a product or service. Growth hackers can help companies find and exploit vulnerabilities and opportunities in the market to achieve low-cost, high-impact growth.

The implementation method of growth hacking has the following steps:

-Define growth indicators: according to their own business objectives and market environment, define a specific, measurable, trackable growth indicators, such as the number of users, activity, conversion rate, etc;

-Looking for growth points: according to the characteristics of their products or services and user behavior characteristics, looking for a key factor or link that can affect growth indicators, such as registration buttons, sharing functions, evaluation systems, etc;

-Design a growth plan: according to your own growth point and market situation, design a plan that can take advantage of loopholes or opportunities in the market to achieve rapid growth, such as changing colors, adding tips, implanting viruses, etc;

-Perform growth experiments: Perform a simple, fast, and low-cost experiment based on your own growth plan to test the impact of different variables on growth indicators;

-Analyze the growth results: according to their own growth experiments, analyze and evaluate the results and effects of the experiments, and judge whether the expected growth goals are achieved;

-Optimize the growth process: optimize and adjust your own growth plans and experiments according to your own growth results, retain effective methods, eliminate ineffective methods, and continue to improve and innovate.

Champ Consulting once provided growth hacking consulting services for an online music platform. The platform provides users with music listening and downloading services by providing massive music content. Champ Consulting helped the platform implement a growth hacking scheme:

-Define growth indicators: according to the business objectives and market environment of the platform, Champ Consulting has defined its main growth indicators as increasing the number of users and downloads;

-Looking for growth points: According to the product characteristics and user behavior characteristics of the platform, Shangpu Consulting has found a key factor that can affect the growth index is the sharing function, that is, users can share their favorite music with others;

-Design growth plan: according to the sharing function of the platform and the market situation, Shangpu consulting company has designed a plan that can take advantage of the loopholes or opportunities in the market to achieve rapid growth is to implant a virus, that is, to add a slogan or logo of the platform to the music shared by users;

-Execute growth experiment: according to the platform's virus implantation scheme, Shangpu consulting company carried out a simple, fast and low-cost experiment to test the impact of different advertising slogans or logos on the number of users and downloads, for example:

-Advertising language: Shangpu Consulting Company has tested different advertising language, such as "this song comes from XXX platform, you can also download it for free", "XXX platform, your music paradise", "listen to XXX platform, enjoy the fun of music", etc;

-Logo: Champu Consulting has tested different logos, such as the platform's LOGO, name, website, etc;

-Analysis of growth results: According to the growth experiment of the platform, Shangpu Consulting Company analyzed and evaluated the results and effects of the experiment, and found that using "this song comes from XXX platform, you can also download it for free" and the LOGO of the platform as the method of implanting viruses can significantly increase the number of users and download volume;

-Optimize the growth process: According to the growth results, Shangpu Consulting optimized and adjusted the platform's virus implantation scheme and experiments, retained effective methods, eliminated ineffective methods, and continued improvement and innovation.