1. Executive Summary 1.1 Objectives 1.2 Mission 1.3 External (Business Environment) Factors 1.4 Internal Factors 2. Company Summary 2.1 Company Ownership 2.2 Expansion Summary 2.2 Company History 3. Services 3.1 Technology 3.2 Service Description 3.3 Competitive Comparison 3.5 Sales Literature 4. Market Analysis/Research 4.1 Online Graduate Recruitment 4.2 Target Market Segment Strategy 4.3 Youth Communication – Digital Natives Vs Digital Immigrants 4.4 Permission Marketing 5. Strategy and Implementation 5.1 Competitive Edge 5.2 Sales Strategy 5.2.1 Sales Forecast 5.3 Milestones
The GradRoom seeks to solve the following problem: In 2007 graduate recruiters at the AGR national conference were asked how many of them would use Facebook for recruitment purposes – 94% said they would . At the same time, students from the University of Bath were asked if they would be comfortable allowing graduate recruiters’ access to their profile for recruitment purposes – 3% said yes .
1.1 Objectives <ul><li>Sales of €250,000 in 2009 and € 1,500,000 in 2011 </li></ul><ul><li>(b) Expand services to the top 50 universities in Europe by 2011 </li></ul><ul><li>(c) Expand business to young professionals network globally by 2011 </li></ul><ul><li>(d) Maintain and develop relationship with SIFE and develop meaning and impactful projects that create economic opportunity for others </li></ul>
The GradRoom offers graduate recruiters a reliable, high quality marketing service to undergraduate students using social networks. An innovative and true alternative to traditional online marketing methods offers a new communication channel based on the principles of permission marketing . The GradRoom must also be able to maintain a financial balance, charging high value for its service and delivering even higher value to its clients not offered by any other competitor in the market . 1.2 Mission
The current economic climate offers both opportunities and challenges for the next 18 months. The obvious challenge being the physical number of graduate jobs being offered in the next 12 months will reduce. However, as we have experienced with graduate recruiters recently – many see this as an opportunity to acquire new talent not previously available because of the cream of the undergraduate marketing being attracted to the financial markets. Additionally, we anticipate the number of ‘active’ job seekers in the graduate market to rise significantly. Therefore the buy-in to The GradRoom will increase with the right marketing campaign and message. <ul><ul><ul><li>1.3 External (business environment) factors </li></ul></ul></ul>
The team needs to expand and therefore the recruitment of young talent will have an important impact on the scale and success of the campaign. The team structure will be as follows: The main focus of the marketing team will be getting students to sign-up to The GradRoom or add the application. The sales team will be building on their relationships with the top graduate recruiters in the UK and the IT will be supporting the website and application. <ul><ul><ul><li>1.4 Internal factors </li></ul></ul></ul>
<ul><li>The GradRoom is a high end online marketing company for the graduate recruitment market. It will focus on two revenue streams in 2009: </li></ul><ul><ul><li>Tailored marketing campaigns for graduate recruiters. </li></ul></ul><ul><ul><li>A subscription services for access to the database of students signed up to The GradRoom. </li></ul></ul><ul><li>As the business grows and the team expands The GradRoom will offer a number of different services: </li></ul><ul><ul><li>A headhunting/training service </li></ul></ul><ul><ul><li>Sector specific marketing campaigns in the legal, engineering, consulting, accounting and banking/financial services sectors. </li></ul></ul><ul><ul><li>A local advertising services for advertisers wanting to access the student market. </li></ul></ul><ul><ul><ul><li>2. Company Summary </li></ul></ul></ul>
<ul><ul><ul><li>2.1 Company Ownership & History </li></ul></ul></ul>The GradRoom started its life as a final year project when its founders were studying at the University of Bath in 2007. With the results they found, the three students set up a project to build and test a product which could connect graduate recruiters and students using permission marketing as the base of their ambitions. The first attempt at creating this product failed due to the first developers being unable to complete the job satisfactorily and delayed the launch of the business significantly. In April 2008, The GradRoom was able to launch a beta version of the product at the University of Bath and invited the top graduate recruiters in the UK to take part. Accenture, Allen & Overy, KPMG, Ernst & Young, Barclays and Citi Group were among the recruiters taking part in the Beta launch.
<ul><ul><ul><li>4 Research </li></ul></ul></ul><ul><ul><li>4.1 Online Recruitment </li></ul></ul><ul><li> </li></ul><ul><li>A growing proportion of employers are using the online medium to recruit personnel. Around two-thirds of employers use some form of e-recruitment. This is reflected in the amount spent on e-recruitment display advertising which has risen strongly in recent years. In 2006, Key Note reported that online recruitment display advertising will be worth £560m, compared with £315m in 2005. </li></ul><ul><li> </li></ul><ul><ul><li>THE THREE ES </li></ul></ul><ul><li> </li></ul><ul><li>The ‘electronic’ in e-recruitment has an impact on the recruitment process at the following stages: </li></ul><ul><li> </li></ul><ul><li>E1 — attracting applications </li></ul><ul><li>E2 — managing applications </li></ul><ul><li>E3 — selecting the candidates. </li></ul>