In my personal experience, I have worked on both ToC products and ToB products. The next step is to summarize the difference between ToC and ToB products with my personal knowledge.
First, the difference between the products
1. the users
In fact, the core difference between ToC and ToB products is the difference in the object of the service, because the difference in the object of the service also results in the decision of the value of the product when the two have a certain difference.
ToC is faced with individual users, ToC product managers need to accurately portray the user profile of the target group, in-depth understanding of the user's psychology to tap into the user's needs, and define the value of the product to the user.
ToB is faced with enterprise users, ToB product manager for enterprise users need to have a deep understanding of the industry business, to build a set of process system, for the enterprise empowerment to improve efficiency and reduce costs to create value.
ToC product managers are facing scattered groups, so they need to have a deeper understanding of the characteristics of the user group. Because users are scattered, it is more difficult to conduct user research.
ToB product managers are oriented to enterprise users, so the users are clearer, easier to conduct user profiling, more convenient to conduct user needs research.
[if !supportLists]2.??? [endif] Services of the product
ToC's services are more lightweight and provide more unified services.
ToB services are more heavyweight, and may provide somewhat differentiated services for different users, and require more work in the after-sales service process.
3. Product focus
ToC products focus on mining user needs to increase user stickiness, focusing on the user experience.
ToB products focus on efficiency, can improve efficiency, reduce costs, create revenue, so as to create value.
4. The complexity of the business
ToC product process scenarios are often more clear, the difference between different users is very small, the operation process is shorter, if the operation is too complex will lead to a decline in user experience.
ToB product process is complex, involves more links, there will be some differences between the various enterprises. To do a good job of ToB products need to have a deeper understanding of the industry.
5. Profit model and customer acquisition
ToC profit model has a variety of modes, such as value-added services, traffic cash and other modes.
ToB's profit model is relatively simple, one hand to pay one hand to deliver.
ToC is geared towards a wider range of customer groups, and can even tap into a wider market by tapping into new customer needs, focusing on customer acquisition and creating product business value through traffic.The switching cost of ToC products is very low, and customers are more likely to be lost, but even if they are lost, they can be compensated for through more customer acquisition.
ToB oriented enterprise users in a certain area of the number of often limited, need to focus on the track share. ToB product switching costs are very high, in terms of strategy, you can create a benchmark user, expand the scope of the user, to provide high-quality after-sales service to retain customers, possession of the market.
Second, the difference in ability
1. Demand mining
No matter what the product manager, need to carry out demand mining related work. However, due to the different user groups for ToC and ToB, there are some differences in the requirements for some of the capabilities in demand mining.
The ToC group is more decentralized, so the ToC requires a higher level of analysis of the characteristics of the user group and the user's psychology, which makes the ToC product manager need to pay more attention to the study of the user's psychology, and the test of empathy is higher.
ToB products pay more attention to the design of the system process, so the product manager needs to have a more in-depth knowledge of the industry, so as to dig deeper into the process of empowering the demand.
ToB product managers in the research demand can be directly through the way to visit the user, while ToC product managers in the user research need to make clear the user profile and how to select the typical user to carry out user research.
2. User experience design
ToC products need to pay more attention to the user experience, the switching cost of the product is very low, so in order to make the user to retain the need to pay more attention to the user experience. ToB product users often use the product is due to the needs of the enterprise, switching cost is higher, the relative experience is more important to the creation of value, if you really create a lot of value, you can tolerate a certain experience on the lack of. Therefore, ToC product managers should pay more attention to the user experience involved.
3. Business model
ToC products can be used in the business model optional more, ToB business model is more clear, so the ToC product manager needs to have a higher understanding of the product business model, so that you can better manage the profitability of the product.
4. Product promotion
ToB product managers need to do more work on product promotion and publicity than ToC product managers, especially with sales or service teams to support key users.