The author is recently sorting out his work experience in government affairs informatization projects (hereinafter referred to as government affairs projects), and sharing some personal thoughts by the way. This article is the second article in the series. It mainly discusses the characteristics of government projects from the four dimensions of construction goals, customer characteristics, user groups, and commercialization.
1. Construction goals
The goal of toB products is to reduce costs and increase efficiency. Government departments and enterprises have certain things in common. They both exist as social organizations. Therefore, cost reduction and efficiency increase are also the consumer email list construction goals of government projects.
However, this statement ignores the particularity of government departments in their social and political functions. I prefer to describe the construction goals of government projects as follows:
Achievement of leadership achievements: If the project is named and praised by the superiors, it will give the leadership a consumer email list lot of honor, and it is also a reflection of the leadership performance. It will even attract waves of people to visit and exchange, which is also a very good opportunity for propaganda for the owner;
Form a positive social impact: For example, through service measures such as "no meeting for approval" and "one trip without running", the service level of government departments is improved, and it is convenient for the masses to handle affairs, which is conducive to the establishment of a good government image and a positive social impact;
Improve internal efficiency: For example, through big data collection and analysis, it can identify the social relationship of suspects, provide key clues for case detection, and then improve internal efficiency.
2. Customer characteristics
Yu Jun said "product value = (new experience - old experience) - replacement cost". For customers of government projects, the replacement cost is very high, and generally at least the following types of costs are included:
Data migration: Data is the core asset of government affairs projects. To launch new projects, data migration is generally unavoidable, which is a headache in itself. If the old and new projects are not from the same developer, the cooperation between the two parties may not be smooth;
Personnel training: The promotion and use of new projects requires organizing relevant departments to participate in training, which will incur learning costs;
Project construction: government affairs projects need to go through project approval → bidding → implementation → acceptance → operation and maintenance. Each stage will involve some processes, such as project approval, bidding, data sharing application, and customer participation in demand research, etc. a certain amount of work;
Trust Risk: Customers may not necessarily pursue innovation, but they will certainly pursue infallibility. Does the new developer have any business success stories? Can you provide long-term stable operation and maintenance services? Can it better respond to changes in demand? These are all risk factors that customers will consider.
One more thing is worse than one less thing. Unless the old system can no longer meet the business needs, customers will not have much incentive to replace the system; so you will find that customers in this industry are relatively stable, and once they enter the customer's developer directory, there are also relatively large ones. Opportunities to lead the way, to expand the territory, it is also a stable happiness for developers!
2. Lack of overall planning
Data silos and repeated construction are common in government affairs projects, which bring great inconvenience to enterprises, the public, and government departments, and cause waste of public resources, largely due to the lack of overall planning: some customers attach great importance to informatization The degree is not enough, the designated docking person is not familiar with the business, and the resource coordination ability is limited. In the end, it may only act as a speaker.
However, most customers have very limited understanding of informatization, let alone planning the department's informatization system from a global perspective; some customers attach great importance to project construction, and the leaders will handle it in person. Various Internet concepts are easy to say but not If you really know how to integrate with the business, there will be a phenomenon of laymen guiding the laymen; at this time, if the developer is relatively weak, the final project will be difficult to achieve the expected effect.
In 2018, the state issued the "Guiding Opinions of the State Council on Accelerating the Construction of a National Integrated Online Government Service Platform", which requires that the construction of the government service platform should do a good job of top-level design and adhere to the working principle of collaboration and sharing.
In recent years, a large number of integrated platforms have emerged, calling for "one-stop service", "unified identity authentication" and "unified electronic licenses"; however, I personally think that the current integration is still relatively shallow, and many of them just do link jumps and data islands. Still serious, so there's a lot of room for improvement.
3. User groups
There are three groups of users of government projects:
Enterprises: handle corporate registration, qualification certification, policy declaration and other corporate business through the government affairs system;
The public: handle social security, professional qualifications, taxation and other personal business through the government affairs system;
Government departments: Complete the work within the scope of functions such as acceptance, approval, and fund allocation.
It should be noted that the government affairs system for the general public must consider the user's software operation ability.
Typical examples such as medical and social security, affordable housing, etc. will involve users of different age levels and education levels. This is why the offline acceptance window must be reserved when the system is launched. At this time, the actual users of the system are government personnel. The functional design should support such scenarios.
Fourth, the commercialization level
1. Mature profit model
The construction budget of government affairs projects comes from the appropriation of financial funds. The total budget Z = the number of man-months required for the project construction X * the quotation per unit man-month Y + the supervision fee, etc. (can be ignored), where Y is a given, which affects the total budget. It is the number of person-months X.