Small program traffic master on behalf of the operation of the offer and cost analysis: unlock the value of traffic investment considerations

I. Factors affecting the offer

(i) Small program size and traffic base

1. Small program size
   • The number of function modules, page complexity and content richness of the small program will affect the workload and difficulty of the representative operation. For example, an e-commerce applet containing multiple complex interactive functions and a large number of pages will have a significant difference in the amount of time and effort required to be invested by the on behalf of the operation compared to a simple information display applet. Larger applets may require more in-depth data analysis, more optimization of advertisement spaces and more detailed user operation strategies, which leads to relatively higher quotes.
2. traffic foundation
   • The existing traffic size, traffic stability, and traffic growth trend of a small program are important indicators for assessing the difficulty and potential revenue of the work of the representative operation. If a small program already has high and stable traffic, it may be relatively easy for the agency operation team to boost advertising revenue, but at the same time, it needs to be more careful to maintain the user experience in order to avoid the loss of users due to over-commercialization. On the contrary, for a small program with low traffic, the agency team needs to invest more resources in traffic promotion and user growth, which will undoubtedly increase the operating costs and thus affect the offer.

(ii) Operational objectives and expected returns

1. Operational Target Setting
   • Customers have different goals for the small program on behalf of the operation, some may focus on quickly increasing advertising revenue in the short term, while others are more focused on long-term user growth and brand building. If the customer's goal is to achieve high revenue in the short term, the agency team may need to adopt some more aggressive marketing strategies, such as increasing advertising efforts, limited-time promotions, etc., which requires more human and resource investment, so the offer will be correspondingly higher. For customers focusing on long-term development, the agency team needs to develop a more comprehensive and sustainable operation plan, including content optimization, user experience enhancement, community building, etc. Although the short-term investment is larger, in the long run it can bring more stable traffic and higher user loyalty for the small program, and its offer will be adjusted according to the complexity of the long-term planning and the demand for resources.
2. Expected level of return
   • The revenue that the client expects to get from the applet traffic master business directly affects the quoting strategy of the agency team. Generally speaking, the higher the expected revenue, the more responsibility and pressure the OEM team needs to take on, and the more energy and resources they need to invest to achieve this goal. For example, if the client asks to increase the advertising revenue by more than 50% on the existing basis, the OEM team may need to conduct more in-depth market research, more accurate ad targeting, and more efficient traffic conversion strategy, which will inevitably lead to an increase in the offer price. At the same time, the agency team will also conduct a comprehensive assessment based on the client's expected revenue and the actual potential of the small program to ensure the reasonableness and feasibility of the offer.

(iii) Content and depth of services

1. Basic service content
   • It includes basic services such as traffic monitoring and analysis, advertising space management, advertising material review and placement. These services are the core content of the small program traffic owner on behalf of the operation, to ensure that the advertisement operation of the small program is carried out normally and provide users with a good experience. The offer of basic services is relatively stable, mainly based on market conditions and industry standards. Generally speaking, the monthly cost of basic services fluctuates within a certain range, and the specific amount depends on the size of the small program and the traffic situation.
2. Value-added service content
   • Such as content creation and updating, user operation and interaction, event planning and execution, marketing and brand building and other value-added services. These services can further enhance the user stickiness, traffic growth and brand influence of small programs, thus realizing higher advertising revenue and commercial value. Fees for value-added services are usually quoted individually based on specific service items and workload. For example, professional content creation services may be billed based on factors such as the number of articles and the quality of video production; while the cost of planning and executing user operation activities may be related to the scale of the activities, the number of participants and the expected results. Customers can choose the required value-added services according to their own needs, and the OEM team will combine the quotation programs according to the customer's choices.
3. Depth of service requirements
   • Even for the same service content, different requirements of customers on service depth will lead to differences in quotes. For example, in traffic monitoring and analysis, simple traffic data statistics and reports and in-depth analysis services such as in-depth analysis of user behavior, user profile construction and market trend prediction, the technical means and degree of expertise required are different, and the time and effort invested is also very different. The higher the requirements for in-depth services, the more specialized personnel and more advanced tools are required by the agency team, and the offer will naturally increase accordingly. Similarly, in terms of ad space management, the service cost and quotation will be different between just regular ad space setting and adjustment and refined ad space optimization based on user experience and data analysis. The customer's clear requirements for the depth of service are an important basis for the agency team to formulate an accurate quotation.

(iv) Operational cycle and modes of cooperation

1. The length of the operating cycle
   • The cycle of operation has a direct impact on the price quoted. Generally speaking, the longer the generation operation cycle, the lower the average monthly cost is relatively. This is because long-term cooperation can provide more stable business income for the agency operation team, and it is also conducive to their better planning of resources and the development of long-term operation strategy. For short-term operation projects, such as cooperation within three months, the operation team may need to focus on investing a lot of resources in a short period of time to quickly familiarize themselves with the situation of small programs and achieve certain results, so the offer will be relatively high. For long-term cooperation projects of more than one year, on behalf of the operation team can carry out more adequate preparatory work in the early stage, gradually optimize the operation scheme, and can enjoy the cost reduction brought about by the scale effect, so as to provide customers with a more cost-effective offer.
2. Selection of cooperation methods
   • Common cooperation methods are fixed fee mode, commission mode and mixed mode. Fixed fee mode is that the client pays a fixed amount of service fee to the operation team every month, under this mode, the offer is relatively clear, and the client can estimate the cost in advance, but the revenue of the operation team and the actual operating effect of the small program are relatively weakly correlated. The commission model is based on the advertising revenue of the program or other business indicators in accordance with a certain percentage of the commission extracted as compensation for the team of operators, this model is directly linked to the operating results of the team of operators, which can motivate them to more actively improve the performance of the program, but the cost of the client has a certain degree of uncertainty, and in the initial period may need to bear a higher risk. The hybrid model combines the characteristics of fixed fees and commissions, usually charging a certain basic service fee while additionally extracting a certain percentage of commission based on the operating results. Different modes of cooperation have their own advantages and disadvantages, customers can choose according to their own situation and risk appetite, while the agency team will also develop a corresponding quotation strategy according to the different modes of cooperation.

(v) Market competition and industry levels

1. market competition
   • The degree of competition in the small program traffic master agency market has an impact on the quoted price. In areas or industries with fierce competition, the agency operation team may reduce the offer price to a certain extent in order to attract customers, but at the same time, it will also try to gain market share by improving service quality and differentiating competition. However, too low an offer may lead to a decline in service quality or fail to cover reasonable operating costs, so customers should not just look at the price when choosing a surrogate team, but also consider factors such as the team's strength, reputation and service content. On the other hand, in relatively less competitive market segments or areas with special professional requirements, the agency operation team may have higher pricing power due to its unique technical advantages or industry experience, and the offer is relatively high. Customers need to choose a suitable generation operation team according to the characteristics of their own small programs and market positioning, and balance the relationship between price and service quality.
2. Industry average
   • There exists a certain average offer level in the small program traffic master agency industry, which is determined by a combination of market supply and demand, industry cost structure, and prevailing service standards. Understanding the industry average level can provide customers with a reference benchmark to help them determine whether the offer of the agency operation team is reasonable. Generally speaking, the industry average quote will be adjusted in line with changes in market conditions, technological developments and fluctuations in operating costs. The agency operation team will also refer to the industry average when formulating quotations, while making appropriate adjustments in conjunction with its own actual situation. If the offer of an OEM team is significantly higher or lower than the industry average, customers need to further understand the reasons, too high may mean too high profit pursuit or unique value proposition, while too low may have service quality risks or differences in the operation mode. Clients need to ensure that the fees paid match the value of the services received through in-depth communication and investigation.

II. Breakdown of cost components

(i) Cost of basic services

1. Flow monitoring and analysis costs
   • Use professional data analysis tools to conduct real-time monitoring and in-depth analysis of the traffic data of the applet, including the statistics and analysis of key indicators such as user visits, page views, user source channels, user stay time and so on. The monthly cost is about [X] - [X] dollars, the exact amount depends on the cost of using the data analysis tool, the complexity of data processing and the detailed requirements for the analysis report.
2. Advertising Space Management Fee
   • Responsible for the planning, setting, optimization and daily maintenance of advertisement spaces in small programs. Ensure the reasonable layout of the ad space to improve the display effect and click rate of the ads, while avoiding negative impact on user experience. This part of the cost is about [X] yuan - [X] yuan per month, mainly including the labor cost of ad space design and adjustment, the cost of using the ad delivery system, and so on.
3. Ad material review and placement fees
   • Audit the advertising materials provided by advertisers to ensure that they meet the content specifications and user experience requirements of the small program. At the same time, according to the advertising strategy and user profiling, accurate advertisement placement operation is carried out. The monthly cost is about $[X] - $[X], which includes the salary cost of the ad material auditor and the operation cost of the ad placement platform.

(ii) Value-added services costs

1. Content creation and updating costs
   • Provide high-quality original content for small programs, such as articles, pictures, videos, etc., to attract users' attention and increase user stickiness. The cost varies depending on the form of content and the difficulty of creation. For example, a professional industry article writing may cost between [X] dollars - [X] dollars, while a simple image design costs around [X] dollars - [X] dollars. If regular content updates are required, such as publishing a certain number of articles or images per week, the monthly content creation and update fees will increase accordingly, depending on the client's needs and the frequency of content updates.
2. User operation and interaction costs
   • This includes service costs for user recruitment, user retention, and user activity enhancement. For example, interacting and communicating with users by organizing online events, building user communities, conducting user feedback surveys, etc. The cost of online event planning and execution may range from $[X] - $[X] per event, depending on the scale and complexity of the event. The monthly cost of user community management is approximately $[X] - $[X] per month, which primarily includes the cost of salaries for community administrators and the use of community operation tools. In addition, the cost of user feedback surveys varies depending on the sample size and survey method, and is generally in the range of $[X] - $[X] per survey.
3. Event planning and execution costs
   • Plan and execute various marketing activities, such as promotions, festivals, cooperative promotions, etc., for the characteristics of small programs and target user groups. The cost of event planning is usually between [X] - [X] dollars, including the development of the event program, market research, competitor analysis and other work. Event execution cost depends on the specific form and scale of the event, for example, a small online promotion may cost around [X] - [X] dollars, while a large offline cooperative promotion may cost tens of thousands of dollars or even more.
4. Marketing and branding costs
   • We carry out the marketing of small programs through a variety of channels to enhance the visibility and influence of small programs, as well as to shape the brand image. Promotion channels include social media promotion, search engine optimization (SEO), offline advertisement placement, and so on. The cost of social media promotion may range from [X] yuan - [X] yuan per month, depending on the choice of promotion platform, the production of promotion content and the allocation of promotion budget, while the cost of SEO optimization depends on the degree of competition of keywords, the size of the website and other factors, and is generally around [X] yuan - [X] yuan per month. The cost of offline advertising varies greatly, ranging from a few thousand dollars to tens of thousands of dollars, depending on the form of advertisement (such as flyers, posters, outdoor advertisements, etc.), the area of placement and the time of placement. Brand building costs include the costs of brand positioning, brand image design, brand communication, etc. This part of the cost is relatively high, and the specific amount depends on the complexity and target requirements of brand building, which is generally between tens of thousands of dollars and hundreds of thousands of dollars.

(iii) Other costs

1. Technical support and maintenance costs
   • Ensure the normal operation and technical updates of the applet, and solve technical problems that may arise. Includes costs for server maintenance, applet version upgrades, security protection, etc. Monthly technical support and maintenance costs are approximately between [X] - [X] dollars, depending on the complexity of the technical architecture of the applet, server configuration, and requirements for technical stability.
2. Cost of data reporting and analysis
   • In addition to daily traffic monitoring and analysis reports, we regularly provide detailed data reports and in-depth analysis to help clients understand the operation of applets and user behavior trends, so that they can make more scientific decisions. The cost of data reporting and analysis may be around $[X] - $[X] per month, which mainly includes the salary cost of data analysts and the cost of using data report production tools.
3. Cost of third-party services
   • In the process of agency operation, some third-party service usage fees may be involved, such as the handling fee of advertisement placement platforms, subscription fee of data analyzing tools, and SMS CAPTCHA service fee. These fees are usually billed according to the actual usage or the service period, and the exact amount depends on the charge of the third-party service provider.

III. Quotation examples and case studies

(i) Examples of quotations

• Monthly fixed costs: $[X]
  • Includes basic services such as traffic monitoring and analysis, ad space management, ad material review and placement.
  • Provide simple data analysis reports on a monthly basis.

• Additional [X] dollars per month on top of the basic service package cost
  • Provide one original article creation and update per week.
  • Plan and execute small online user interaction events once a month.
  • Conduct simple user research and provide reports on a quarterly basis.

• Additional [X] dollars per month on top of the basic service package cost
  • Provide two original article creations and updates per week, including graphic design.
  • Plan and execute one medium-sized online marketing campaign per month.
  • Create user communities and manage them on a daily basis.
  • Monthly detailed data analysis reports, including user profiling analysis and market trend analysis.

• Additional [X] dollars per month on top of the basic service package cost
  • Provide three original article creations and updates per week, as well as one short video production.
  • Plan and execute a large-scale online and offline promotional campaign once a month.
  • Conduct comprehensive branding and marketing, including social media promotion, SEO optimization, etc.
  • Real-time monitoring of user behavior data, providing instant data analysis and decision-making advice.
  • Establish in-depth cooperation and communication mechanism with clients and conduct regular face-to-face meetings to report on operations.

(ii) Case studies

IV. How to choose a suitable quotation program

(i) Define your needs and budget

(ii) Comprehensively assess the strength and service quality of the agency team

(iii) Concerns about the reasonableness and transparency of offers