The entrepreneurship story of the father of menstruation

Chai Ke, A boy born in 1986 in Guizhou province, claims to be very lucky. His female period management APP "Aunt" has tens of millions of users, and has won angel investment from Xu Xiaoping's Zhenzhen Fund and A round of multi-million dollar financing from Bertelsmann. Why would a boy born in the 1980s want to start a woman's business? How did he go from zero to ten million users? Take a look at the father called aunt Chai Ke after 80 business stories!

How were aunts born?

Chaika was born at 6 o 'clock on June 6, 1986. He graduated from the Public University of Calgary in Canada. This is not Chai Ke's first venture, but his previous products and experience were not successful. He started a website called "Youlelive", which helps people record their health during the day. Later, he started a website to monitor the public opinion of enterprises, but both failed. "We met almost all the investors in Beijing, but none of them liked our products."

"Doing the B-side [browser] is not something that small companies can do." Afterward, Chai Ke concluded, so he started to do C-terminal (client) -- do quantitative health and visual health, including weight loss diabetes, and so on. While working on these projects, he had his first inspiration collision with Aunts.

"I found that the mobile phone is a medium that carries text messages, sound messages, and picture messages. Such things are suitable for the mobile phone, and health is a constant input, which can be transmitted to you for a long time. So if you're going to do a fast feedback thing like health on a slow feedback vehicle like mobile, it's a contradiction."

His girlfriend's experience was a direct trigger for the birth of his aunt. He once noticed that she had a headache before every period, and the doctor diagnosed that she had consumed too much caffeine before her period. Then he found that every girl would have similar symptoms before menstruation, which was in line with his understanding of the slow feedback business of health, so he had an inspiration to develop a tool for girls' menstrual cycle management.

How is it promoted?

In January 2012, the online service was launched, including menstrual records (for doctor's consultation), menstrual prediction, menstrual disease self-test and advice, easy pregnancy/safe period prediction, and daily beauty and health tips. After the launch, the aunt is also faced with a most realistic problem - promotion. How does Chaiko solve this problem? Good name, good word of mouth.

"Our users from 0 to 10 million, each cost less than a dime, people would not believe it, but we did it, the reason is that we adhere to the right business strategy and good product word-of-mouth communication ideas. I WAS VERY WORRIED ABOUT THE GIRL TO MENSTRUATION THIS MATTER WON'T COME OUT TO SAY, THE LIKELIHOOD INSTALLED A MOBILE PHONE TO PUT IN THE LAST SCREEN, FOR fear of others see, GAVE a HOW TO CALL the name, I don't CALL WHAT PINK flowers, CALL BIG AUNT.

Our promotion on the outside will also be menstruation this thing we will not say in the public, we will draw the kind of unmoral cartoon, such as comparing egg pain and menstruation which is more painful. With only 5,000 followers on our Weibo account, the cartoon was forwarded 120,000 times. It's an embarrassing topic that we talk about openly, it's fun like sex is also hidden, but it's something that Durex talks about openly. We can say in the micro-blog promotion of some of their experience. In addition to the promotion on Weibo, he also sticks to the idea of refined operation: they can have a 24-hour online consultation with only 10 or more teams to help girls answer their questions.

After the launch of the ios version, the number of users of Aunt's period has achieved explosive growth, and it has long occupied the forefront of the ios platform APP download list without brushing the list. "I later reflected that the reason why it was so popular was that we made a good product."

The entrepreneurial team has suffered setbacks after departures

When the number of users continued to grow and the financing institutions took the initiative to come to the door, the team was confronted with a setback -- 4 of the 9 people in the entrepreneurial team left successively, which gave Chai a heavy blow.

"It was my fault, the first two years were so hard, you didn't give them any financial return, they worked with you for two years, and in March or April, they still had no money. At that time, an investor made a clear statement, but I was adamant that the valuation was too high, which led to the team's idea. People think that after two years of working with me on a product that the market likes but investors don't like, they don't understand that I'm trying to get a higher valuation. They think it's about me, but it's not about me. If the team told me I'm leaving if you don't raise money, I would raise money."

After that, Chai reorganized the team and organized a 30-day "military training" to cultivate the team's feelings and tacit understanding. He also tried to pace himself, even bringing in financing to keep the team excited. He also considered the team's equity stake.

How does Aunt make money?

Many apps face the problem of not being able to make money, and Chaike has this in mind.

"In addition to the low threshold advertising services, which are visible and have no barriers to income, we can also start from the menstrual problems of girls to solve many other health problems of girls, such as poor skin before menstruation. We can provide good value-added services for them. The biggest challenge for us in the future must be ourselves. When I saw Chinese partners a few days ago, I learned about New Oriental. New Oriental has never seen how its competitors do because New Oriental goes too fast. After all, it sees too many customers, and so do we."

Wood can be said; "Aunts' biggest vision is that aunts are essential for Chinese girls. Just like every girl should have an earring or a necklace, we need to make our functions more precise, and our prediction services can bring healthy returns to girls. It's a long road, but that's our ultimate goal."