Young people’s “social new favorite” script killing, has quietly formed a market scale of more than 10 billion emerging industry, attracted a large number of gold prospectors. Among them are screenwriters, shopkeepers, DMS, and a group of seasoned fans of screenkilling as well as Internet geeks. They develop small programs for playbook sellers and players and do “playbook SaaS”. They can develop and maintain thousands of wechat small programs and serve thousands of playbook sellers with a turnover of more than 7 million yuan per year with only a few hundred yuan of cloud development cost per month.

“Play cry.”

When it comes to script killing, many people have such memories.

In a room with a specific theme, three or five friends, under the guidance of DM (host), play a supposed role according to the script they get. In the virtual situation, they meet with different people to complete the task together, which is the script killing.

Maomao, a college student, has been in touch with screenplays since 2019. “I’ve read all the mainstream ones in the market,” she says. In 2020, the cat family to see the huge market demand for the script to kill, also opened an offline script to kill entity shop, she also tried to do the host.

A lot of emotion-focused scripts are immersive, and it’s easy to get hooked once you get into the character. One of Maomao’s friends went to play script killing. She, who has a boyfriend, played the role of CP with another unknown boy in the game, and ended up “successfully” breaking up.

This kind of mind-blowing scenario is not uncommon in scripted drama. Without understanding the above story, it may be difficult to understand the script killing.

A manager at 314 Drama, a chain of immersive playbook stores in Shenzhen, told us that some heavy players come to the store whenever new books are available, “sometimes for days on end.”

The average cost of offline script killing is 100-200 yuan, depending on the script’s attributes, props and scenes, and the number of players in each game ranges from 4-10. In other words, a script killing can bring about a thousand yuan in business income, very attractive.

The strong consumption power of the target population makes the script killing become a gold rush for many entrepreneurs. Data show that the market size of The “script killing” industry in China has exceeded 10 billion yuan, and by the end of 2020, the number of physical stores related to script killing has exceeded 30,000.

Play kill SaaS entrepreneurship “Nuggets”

2019, Wuxi.

Shen Haiyang, who has been concerned about Internet entrepreneurship, was fascinated by the script and often went to the store to play. At that time, Shen Haiyang had a lot of troubles. He was a designer and a business related to content e-commerce, but he always felt that “although he caught up with the public account, he did not seize the opportunity and felt confused”.

In a script killing bureau, out of professional habits, he noticed that most of the script killing shops did not have online systems and tools, and the user experience was very bad.

One night, once again from the script to kill back to the reality of shen Ocean suddenly thought: can the script to kill shop to do a similar restaurant sweep code order tool? On the one hand, it can serve players, on the other hand, it is also convenient for store management.

He went online and looked up the number of screenkilling shops — it was over 10,000 and growing fast. Shen Haiyang some excited, “SaaS entrepreneurship is a red sea, but the script to kill such a small and beautiful SaaS has a lot to do!”

With work experience and existing technology, it is not difficult to do SaaS development in this vertical direction: the logic of the products is much the same, but the challenge is to identify the real needs of the industry and find easy-to-use and cost-effective development tools to implement them.

Due to the previous use of Tencent cloud and wechat to jointly create cloud development services, coupled with a fancy to wechat ecology, Shen Haiyang naturally intends to develop the script to kill wechat small program as a breakthrough.

In this way, belong to Shen Haiyang’s script to kill SaaS entrepreneurship “nuggets” quickly started.

1000 yuan/year vs. 7 million yuan/year

Launch a small program from 0 to 1 in 7 days.

Based on cloud development, small programs can be built in a very short time. Shen Haiyang introduced: “5-10 minutes can realize small program from nothing, basic use, this is Tencent cloud development and micro channel small program to bring us a bonus.”

At the same time, it also creates conditions for quick validation of entrepreneurial ideas and product iterations. Once the business logic is sorted out and the template is fixed, it becomes easier to copy.

Speaking of the choice of technology, Shen haiyang said that the cloud development technology emerging in recent years is very friendly to entrepreneurs, with many different functional interfaces, which is relatively convenient to use. In addition, the cloud hosting function of automatic expansion can reduce unnecessary costs in the business downturn, and can be rapidly expanded in the peak, to resist the problem of high access and high concurrency, cost-effective.

In addition, the bulk generation capabilities of cloud development can also allow service providers to help customers quickly develop small programs in bulk.

Crucially, these services are free to developers at the start of the project, making it easy for developers to use free resources for trial and error. “If the product is developed, there are few users and there is not much loss.”

At present, Shen Haiyang’s “quzuo Bureau” small program service has more than 8,000 stores, with an annual turnover of more than 7 million yuan.

And the original idea, small program respectively for players and store services, for players, through the small program to meet the script, register members, scan code payment, script appointment and other needs; For stores, small program behind a set of store management system, can carry out membership management, marketing activities, data statistics, staff management and other work.

These are version 1.0 of Play SaaS. Recently, Shen Haiyang began to plan the mini-program 2.0 version, which plans to deepen the online part of the script production chain, including script creation, distribution, DM recruitment and other nodes, to create a mini-program covering the whole industrial chain.

The script of “inner volume” is undergoing a shuffle

Since its rise in 2016, script killing in China has experienced five years from minor to outbreak. There is a consensus in the current industry that script killing is in the reshuffle stage, with “serious internal volume”.

See the shop to make money, everyone rushed over; Feeling that writing plays made money, all kinds of writers, playwrights and editors flocked to the store. This has resulted in a phenomenon that the quality of scripts on the market is not uniform, and high-quality books are hard to find.

The nature of the script itself will exacerbate the industry shuffle — there are three types of scripts, the first is boxed, every shop can buy; The second is city limits; Then there are the “exclusive” scripts, which are hotly contested traffic points.

In Shen’s words, the quality of the host determines the upper limit of a shop, while the quality of the script determines its lower limit. The core of the script is still in the user experience, in addition to the script, we are also very fierce competition for excellent hosts. “In the future, professional, high-quality and chain stores will definitely win.”

In many scenarios kill entrepreneurs, with the small program such digital tools, script selection and purchase will have more basis.

Based on thousands of script-killing stores, the app now has a data feature that shows which scripts have been added the most and are the most popular in physical stores, which can be used as a reference when deciding which scripts to buy in new stores.

Thanks to cloud resources, the price of mini programs is also very close to the people. The price of “Quzuo Bureau” is no more than 1,000 yuan per year. For script killing shops with start-up capital of more than a few hundred thousand, the price of developing small programs is quite low.

On the other hand, SaaS entrepreneurs are deepening their understanding of the industry and technology in the hope of expanding their business boundaries. Script kill industry due to entertainment, consumption, IP strong correlation, its own strong content expansion capacity, the industry ceiling is very high, which also brings more imagination for the script kill SaaS service providers.

Recently, Shen has met with several waves of venture capitalists. He plans the next step in his mind. “Now that the company as a whole is profitable, more consideration is given to supplementing resources.”

“When there were gold prospectors everywhere, you could make a fortune selling shovels.”

From blind box to script killing, new forms of consumption and business emerge in an endless stream. The simple and easy-to-use cloud technology provides entrepreneurs with more choices, especially the emergence of new technologies such as micro low code, which also allows entrepreneurs like Shen Haiyang to take advantage of the dividend of technology to succeed in the script.

Where will the next script kill be?

Not sure. But take cloud development and microarchitecture with you.

Every time an entrepreneur tries, there is the possibility of creating miracles.