Scale: Since the "project" itself is difficult to develop into a large scale, and the labor costs cannot accommodate large-scale "projects", the goal is to be "small but beautiful".

After introducing the idea, you need to evaluate the HE Tuber feasibility of the idea. Next, use market analysis to collect cases or data to assist the evaluation.

2.1 Demand scale

It can be seen that in the past month, weight loss related topics ranked 50th and 74th respectively in the total number of hot words, making them relatively unpopular topics.

This shows that this entrepreneurial idea will not have much user scale. The following is my speculation:

It may be due to the change in the views of the female group, from "catering to the secular pursuit of thinness" to more of "confident aesthetics".

Maybe exercise and dieting are choices that go against human nature, and choices that go against nature won’t be the choice of most people.

2.2 Competitive product research

Who are the players in the industry? What is the relationship between them?

How will the industry change in the next few years? What opportunities arise from these changes?

How will players in the industry seize the changing opportunities?

Since it is a "small project" and we cannot think about the next few years, we can start with the analysis of "players in the industry" and divide it into surveys of APPs and similar communities .

Determine the feasibility of this "small project" by examining the research situation of enterprises and individuals.

2.2.1 APP research

Mainly investigate the community construction of fitness/weight loss related APPs, explore the footprints of predecessors in this field and the ecology of existing fitness/weight loss communities, so as to judge the feasibility of this "small project".

2.2.1.1 Keep community

① Interactive community under the course

It mainly provides interactive methods for discussion and check-in.

② Public community module

Allow users to send public customized content. Most of the topics in the community are fitness and weight loss related content.

There will also be officially organized weight loss activities. You can participate by submitting a certain amount of registration fee, and you can get corresponding rewards after completing the designated challenge tasks.

Judging from the official price display, users will make money as long as they insist on participating in the activity.

③ Vertical circles for certain types of content

In the keep community, there is also a module called "circle", where users gather around a certain topic (such as "running", "cycling", "rolling iron", etc.) to discuss issues.

The panels in the circle are divided into "discussion area", "check-in area", "essence area", "course area", and "weekly list", which cover user-defined content and provide KOL essence or official courses.

2.2.1.2 Mint Healthy Partner Circle

You can form a friendship circle through matching, invitation, and self-building. In the circle, you can follow the weight loss trends of your friends and encourage each other.

2.2.1.3 Fanju companion circle

Fanju's companionship circle seems to have more of its own style than the other two. Users can form companionship circles through matching, self-building, and invitations. Within the circle, they can record check-ins and share, interact in chat rooms, and urge others to persist.

2.2.2 Research on similar communities

There are many weight-loss communities on Xiaohongshu, which organize users to join the group to lose weight through postings, and the comment data of these posts are not low.

2.3 Feasibility of aggregated information analysis

From the market analysis stage, we know that most weight loss-related APPs have established communities and provide forms of opening and companionship. In terms of private communities, there are also many such communities being established.

The following is a feasibility analysis of "small projects" based on the survey results. Here you can use the SWOT framework to sort out the feasibility of the project according to strengths, weaknesses, opportunities, and threats.

① Advantages:

Compare the APP community. Advantages based on private domain ecology: In the WeChat community, information reaches more frequently, users are more active, activities are more effective, and it is easier to transform from strangers into mature people; Advantages based on acquaintance circles: In the early stages of community construction, This will create a good atmosphere and make it easier for new members to be attracted when they join the group.

Compared with similar Xiaohongshu communities, the advantages are not necessarily obvious. However, due to the limited coverage capacity of individual-centered communities, it means that there are always groups that are not covered by other people's communities. We may be able to get a share of the pie in this field.

As mentioned earlier, there is a certain amount of potential demand around the object, making it easy to get started.

The object has been persisting, and the operating costs are relatively low. This is a low-cost attempt, so why not give it a try.

② Disadvantages:

Compared with APP communities, the form of community presentation is relatively weak. The APP will have special functions for weight loss-related activities such as check-in, sharing, rankings, etc., and the user's participation experience will be relatively better. If you want to make up for these shortcomings, additional operating costs will be required, such as the need to produce beautiful pictures, videos and other content.

The user coverage is narrower than that of the APP, and growth may stagnate after recruiting dozens of people.

It is difficult for users to persist, and the group quickly falls into a "dead group" where only the group owner is active.

③ Opportunity:

Although Xiaohongshu’s weight loss-related content is relatively low in popularity, there are many successful cases in the weight loss communities above, and it has certain market potential (although it needs to be verified).

④Threats:

The competition for users from similar Xiaohongshu accounts may lead to poor results when we import users from Xiaohongshu.

The development stages of products can be divided into "MVP stage", "PMF stage", "rapid growth stage" and "maturity stage".

For our "small projects" that are difficult to scale, the problems that need to be solved are "MVP" and "PMF".

The previous 5H2W has roughly listed how this "small project" will be implemented. The verification steps of the MVP-PMF stage are mainly organized as follows:

Carry out basic construction around community building, and achieve basic content design, community building, and active activity design to achieve the purpose of "stable and continuous user links."

Without investing capital costs, first observe the user activity and user scale to see if the effect is in line with expectations.

If it meets expectations and the group can continue to be active, you can conduct PMF verification, that is, try to monetize it. Methods include offline teaching, paid groups, group buying, advertising, etc. mentioned above.

Generally speaking, when working on a "small project", you need to first think about what you want to do, and turn the abstract ideas in your mind into a detailed plan.

Then, through market research, we will understand what this "small project" can be done, what competitors there are, what we can refer to, and whether the competition is fierce. Finally, we came to a feasibility judgment of our "small project", adjusted the plan based on product iteration ideas, and then implemented it.