Momo Babajob

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Here's a bit about babajob and our SMS efforts to date.

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Momo Babajob

  1. 2. Summary <ul><li>Public beta launched Sept 2007 for Bangalore </li></ul><ul><li>30,000 registered users, 22,000 unique users/month </li></ul><ul><li>Major telco + Internet kiosks pilots eminent </li></ul><ul><li>Orkut App launched May 2008 </li></ul>“ Babajob seeks to bring the social networking revolution to the world’s poor” - October 30, 2007 Link “ I would like to extend my sincere appreciation and thanks to the whole concept of babajob and its staff members” - Lakshmi Srinagala, Bangalore employer
  2. 3. A Story of 2 Nannies <ul><li>Mary </li></ul><ul><li>Edu: 5 th standard </li></ul><ul><li>Speaks only Kannada </li></ul><ul><li>Earns $20/month </li></ul><ul><li>Only knows people in slum </li></ul><ul><li>Jeena </li></ul><ul><li>Edu: 5 th standard </li></ul><ul><li>Speaks Kannada, Hindi </li></ul><ul><li>Earns $170/month </li></ul><ul><li>Has sister who works for a rich family </li></ul>
  3. 4. A Story of 2 Nannies <ul><li>Mary </li></ul><ul><li>Edu: 5 th standard </li></ul><ul><li>Speaks only Kannada </li></ul><ul><li>Earns $20/month </li></ul><ul><li>Only knows people in slum </li></ul><ul><li>Jeena </li></ul><ul><li>Edu: 5 th standard </li></ul><ul><li>Speaks Kannada, Hindi </li></ul><ul><li>Earns $170/month </li></ul><ul><li>Has sister who works for a rich family </li></ul>Why do some escape poverty? Key factor - Access to better paying jobs Historically - Social network Going forward - Aggregate/filter jobs & seekers See Appendix: Source: Escaping Poverty and Becoming Poor: Who Gains, Who Loses, and Why?, ANIRUDH KRISHNA, 2003 http://www.pubpol.duke.edu/krishna/documents/Krishna_Rajasthan_poverty.pdf
  4. 5. 90 minute commute distance in Bangalore A rising employment problem: Traffic 2001 2008 2011
  5. 6. <ul><li>Favorable Trends: </li></ul><ul><li>Mobile penetration </li></ul><ul><li>Rural->Urban migration </li></ul><ul><li>Working age population </li></ul><ul><li>Job changes/yr </li></ul><ul><li>Target seeker population </li></ul><ul><li>2008: 114mn </li></ul><ul><li>2012: 219mn </li></ul>Size of Indian Informal Job Market Sources: TeamLease/Indicus (2007 Employability Report), McKensey – Rising Middle class in India, TRAI, Airtel 2012: 1 job change/yr X Rs 1000/change = $5.7 bn market
  6. 7. What users want from a job site <ul><li>Employers: </li></ul><ul><li>Lots of great, reachable candidates </li></ul><ul><li>Easy: </li></ul><ul><ul><li>“ Just send me someone great” – agency role </li></ul></ul><ul><li>Trustworthy </li></ul><ul><li>Guaranteed </li></ul><ul><li>Cheap </li></ul><ul><li>Job Seekers </li></ul><ul><li>Access to better jobs: </li></ul><ul><li>Higher pay, better status, closer to home </li></ul><ul><li>Reachable to non-literate, poor and non-web </li></ul>
  7. 8. What users want from a job site <ul><li>Employers: </li></ul><ul><li>Lots of great, reachable candidates </li></ul><ul><li>Easy: </li></ul><ul><ul><li>“ Just send me someone great” – agency role </li></ul></ul><ul><li>Trustworthy </li></ul><ul><li>Guaranteed </li></ul><ul><li>Cheap </li></ul><ul><li>Job Seekers </li></ul><ul><li>Access to better jobs: </li></ul><ul><li>Higher pay, better status, closer to home </li></ul><ul><li>Reachable to non-literate, poor and non-web </li></ul><ul><li>When do informal hires happen? Connect on: </li></ul><ul><li>Salary, Category, Distance </li></ul><ul><li>Language, Hours, Skills/Experience </li></ul><ul><li>+ Employer trust threshold </li></ul>
  8. 9. Babajob Vision <ul><li>World’s best web + voice portal for informal labor </li></ul><ul><li>A scalable, replicable, profitable solution to fight poverty by creating radical job market efficiency for the informal sector </li></ul><ul><li>How: </li></ul><ul><ul><li>Connect computer/voice-based employers to seekers with phones . </li></ul></ul><ul><ul><li>Employers: Sell Database Access and Guaranteed placement </li></ul></ul><ul><ul><li>Seekers: Sell/monetize access to jobs via mobile </li></ul></ul><ul><ul><li>Ecosystem: Sell leads to employment agencies </li></ul></ul>
  9. 14. <ul><li>Poor people don’t use computers </li></ul>But wait:
  10. 15. <ul><li>Our Field Staff </li></ul><ul><ul><li>Small teams in the slum </li></ul></ul><ul><ul><li>Scalable only in hi-demand areas </li></ul></ul><ul><li>Create business model for partners </li></ul><ul><ul><li>Charge seeker Rs 20/$.50 + partner earns ~25% of employer fee when hired </li></ul></ul><ul><ul><li>iCafes, NGOs, Micro-Finance. MOU with Comat. </li></ul></ul><ul><li>Via Social Networks </li></ul><ul><ul><li>Orkut, babalife, FB users register job seekers </li></ul></ul><ul><ul><li>Mentors + connectors paid </li></ul></ul><ul><li>Voice/Mobile registration </li></ul><ul><ul><li>Telco partnerships </li></ul></ul><ul><ul><li>Print/Radio/TV ads with phone-in number </li></ul></ul>How we digitize job seekers MFIs, iCafes 
  11. 16. *321# Welcome. 1. New!-Job Search 2. Music, Movies 3. Cricket, Sports 4. Love, Comedy 5. New, Info 6. Astro *321# <ul><li>New! Job Search </li></ul><ul><li>Job Search </li></ul><ul><li>Hire Help </li></ul><ul><li>2. Property Search </li></ul><ul><li>3. Hello Tunes* </li></ul>*321# <ul><li>Enter a job category no: </li></ul><ul><li>Housekeeping </li></ul><ul><li>Delivery Helper </li></ul><ul><li>Office Helper </li></ul><ul><li>Guard </li></ul><ul><li>Driver </li></ul><ul><li>Other </li></ul><ul><li>Go Back </li></ul>*321# Enter your salary per month. Example 3000: *321# <ul><li>Select job location city or your STD or pin code (ex 80 or 560001) </li></ul><ul><li>Bangalore </li></ul><ul><li>Mysore </li></ul><ul><li>Mangalore </li></ul><ul><li>Belgaum </li></ul><ul><li>Bellary </li></ul><ul><li>All Karnataka </li></ul><ul><li>Any </li></ul>*321# Your subscription to Free 10-Day Pack has been activated. You will upto 3 daily alerts for Guard Jobs. Dial *321*66# to manage ur alerts. Enter 9 for Classifieds Home. *321# Job Found: Security Guard, 1-3 yrs, First Security, Rs 3500, Hindi req Indira Nagar, 9881 123456 Want better job alerts? Dial *321*668# and enter the languages you speak or logon to babajob.com to update your profile. Encourage users to add more profile data in the matching alerts Job Seeker registers on SMS/Voice Sample alert Suggest appropriate categories based on salary Minimize initial data collection screens: job location, salary, category 1 1 1 2800 4
  12. 17. Post a Job via SMS/UssD *321# <ul><li>Select job location city no. </li></ul><ul><li>Bangalore </li></ul><ul><li>Mysore </li></ul><ul><li>Mangalore </li></ul><ul><li>Belgaum </li></ul><ul><li>Bellary </li></ul><ul><li>Overseas </li></ul><ul><li>Or enter the job location pincode (e.g. 560038) </li></ul>*321# Welcome to Hire Help, where you can hire the help you need for your home or office. Enter a job category no: 1 Maid 2 Cook 3 Nanny 4 Security Guard 5 Driver 6 Receptionist 7 More Go Back *321# Enter the job post salary per month. Note that average wages for Maids in Bangalore in June 2008 was Rs 5400: Job posted! Interested seekers will call you & you’ll get matching candidate alerts for 10 days. Login to babajob.com with yr mobile no & password 2142 to edit your job. Dial *321*66# to manage ur alerts. At this point, the job and subscription are created but we maintain the session to ask follow-up questions. *321# Welcome to Airtel Live! 1. New!-Job Search 2. Music, Movies 3. Cricket, Sports 4. Love, Comedy 5. New, Info 6. Astro *321# <ul><li>New! Job Search </li></ul><ul><li>Job Search </li></ul><ul><li>Hire Help </li></ul><ul><li>3. Property Search </li></ul><ul><li>4. Hello Tunes* </li></ul>Tell job seekers who they should contact about your job. SMS CONTACT <your name and/or company> to 99XXXXX. Ex contact Rajesh Jain at First Security Give job seekers more details about your job. SMS DETAILS <job details, special requirements, etc> to 99XXXXX Ex. details 12th standard + diploma required 1 560034 5300 2 CONTACT Suresh DETAILS Our family needs a nice maid from 8am to 5pm, 6 days a week 2
  13. 18. Alert examples (under 120 chars) Guard Rs5000,Pulkeshi Ngr, 1yr exp,Man English Hindi Kannad Call:Knowx Innovations 08041270529 http://babajob.com?j=478484 Guard Rs4000 Koramangala,1yr exp,Man Call:Royal Ayurvedicspa Resturant 9627136874 http://babajob.com?j=478497 BABAJOB BABAJOB Guard Rs3500 Koramangala,1yr exp,Man Call:Unisco Communications 9880353000 http://babajob.com?j=478565 BABAJOB <ul><li>Contains Title, salary, neighborhood, years exp, gender, required languages, employer name, number, URL and some description </li></ul>
  14. 19. Try us out: <ul><li>SMS <your name> to 9972002222 </li></ul><ul><li>Public Voice Demo available in coming weeks </li></ul>
  15. 20. Contact <ul><li>[email_address] </li></ul><ul><li>Architect </li></ul><ul><li>[email_address] </li></ul><ul><li>CEO </li></ul>

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