Opportunity Execution Project - Career Mentor Online

transform the way of career success
OPPORTUNITY
EXECUTION PROJECT
CAREER MENTOR ONLINE

Subjects
Executive Summary
Prototype & Business Model
Sales & Marketing Strategy
Partnerships & Distribution
Cost, Revenue and Risk
Copyrights, Career Mentore Online, 2013 2

About Us
Career Mentor Online is a:
Platform to provide Career Consulting Service
Career Mentor Online
transform the way of career success
Job Seekers Mentors
Career
Consulting
Service

Fundamental Problem
What‟s the pain point of Job Seekers?
• There are a lot of job seeking tips online, but the market is lack of
information about the career path of a particular position or industry.
• What the job seekers are willing to pay is less than what the
professionals expect. Some graduates said they can’t afford 10 – 50
USD per hour to hire a mentor.
• Chinese students don’t care much about career path, and most of
them don’t expect to pay for this kind of service.
• Graduates studying abroad care much more about career path. 90%
of them come back to China to work after graduation.
Above is based on the survey result conducted by June, 2013.

Opportunity Analysis
Jobs
Job
Seekers
BIG
GAP
What‟s the Gap?
1. Resume improvement
2. Interview simulation
3. Customized career path planning
4. Competitive advantage analysis
5. Insider‟s information
There‟s a huge gap for job seekers to find a
suitable job, not only for the opportunity itself,
but strong related to soft skill.

Market Research
According to the market research result *, we have defined
the service offerings & pricing model.
* Online Survey conducted in Jun, 2013

Customers & Services
• Target Customers:
Graduates coming back from abroad
Highly-paid industries, like finance, consulting, and IT
First-tier cities: Shanghai, Shenzhen, Beijing, and Guangzhou
• Service Offerings:
Service Offerings Unit Pricing
Resume/CV review & revise 1 piece 10 USD
Interview practice 0.5 hour 20 USD
Career advice for specific industries* 0.5 hour 20 USD
• Currently will only cover 3 industries: IT, Finance and Consulting.
• Detailed package and pricing, please refer to slide #

Packages & Pricing
We also provide several kinds of packages.
Packages Service Offerings Pricing
Trial Pack CV review & revise – 1 piece
Career path guidance – 1 time
15 USD
Professional Pack CV review & revise – 2 piece
Interview Practice – 1 time
40 USD
Subscribe Pack 6 months of services subscription
80 USD
Customized Pack Depends on the service required TBD

Subjects
Executive Summary

Prototype
Bi-lingual website which
offers English and Mandarin
service introduction, career
tips, mentors information,
online surveys, etc.
Welcome to visit us:
http://career123.weebly.com/ Chinese Version
http://career123en.weebly.com/ English Version

Roadmap
May, 2013
team founded
June, 2013
Prototype was made, and
business model was
defined
July, 2013
Team was enlarged, and
finalized the sales & marketing
strategy
Aug, 2013
Cost & Revenue model
defined, and finalized
the Opportunity
Execution Project
Oct, 2013
Alpha version of standard
products & services to be
published
Mar, 2014
Refined products &
services to be releases,
and big promotions will
be planned, to catch the
opportunity of 2014
Summer Graduation

Our Team
Vincent Xu
Financial Consultant
Alex Su
Internet/IT Expert
Charles Sun
Consultant
Founders:
Idea Generation:
Till Jun 30th, there‟s over 7 millions of graduates in China, and 30% of them
could not find a job, and 60% of them feel the job doesn‟t meet their
expectation.
Team Formation:
Alex, Vincent and Charles met each other in the course Technology
Entrepreneurship part I, and continue to met team members in part II.
Barry, Raj, Vatsala, Isqil
Abhishek, Sitanan, Jageep

Business Model
Key Partnership
1) Online recruiting
platform
We get: Shared
resource of opening
positions and job
seekers
We provide:
Customized career
mentor service to their
customers
2) Education
organization
We get: Resource of
career mentors
We provide: A platform
of show/branding
Key Activities
1) Market research
2) Web Design and
development
3)
Advertisement/prom
otion
Key Resources
1) Experienced
people
2) Network of
employees and
professionals
3) Reviews of
companies
Value Propositions
1) Job Seekers:
Customized service
Zero/Lower cost
Build network
2) Career Mentors:
Build personal
influence
Develop coaching
skills
3) Companies:
Interactive tool to find
qualified resource
Add brand Value
Cost reduction for
recruiting
Customer
Relationships
1) All customer relations
are: Only Online or
Automated (as much as
possible)
2) Customer life cycles:
Career Mentors: long
Job seekers: short, but
follow up with companies:
long
3) Customer acquisition
and retaining costs:
Career Mentors: medium
Job seekers: low
Channels
1) Own website
2) Social networks
3) Incoming links from other
websites
4) Advertisements
5) Seminars
6) Professional gathering
Customer
Segments
1) Customer Groups:
Career Mentors
Job seekers
Undergraduate
students
Graduates
Unsuccessfull job
seekers
Companies
2) Customer
Locations:
Phase 1: China
Phase 2: Worldwide
Cost Structure
1) Fixed cost: salaries, rents, and
web server cost.
2) Contents - at first we have to
create contents or pay for it to attract
users
3) Outsourcing system development
4) Marketing cost
Revenue Streams
1) Revenue from: graduates
Pre-employment training program
Commission when students hire mentors for one-on-
one training
2) Revenue from: companies; Advertising;
A dedicated page for a particular company;
Union recruiting

Subjects
Executive Summary
Marketing & Sales Strategy

Marketing Strategy
Catch
Connect
Close
Continue
Four Steps of Strategy:
Build a lifecycle service model to
provide career consulting
service to Job Seekers.
Connect and maintain the
relationship with customers, and
drive to close their demand
when needed.
Drive customer satisfaction, and
continue with promotion via
WOM (word of mouth).

Customer Acquisition
Type Channel Target Customer
Percentage
Cost Selection
Online Channel
Website Official site High Low ✓
Mass Online
Media
Yahoo, Sina, etc. Low High
Verticals LinkedIn, YJS High Low (forum) ✓
Social Platform Weibo, WeChat High (subscribers) Low ✓
Offline Channel
O2O events Douban, CAPE High Zero ✓
Universities SJTU, etc. Medium depends
Job fair any High High

Communication Strategy
Content Potential Customers Subscribers Customers
Career Seeking ✓ ✓ ✓
Interview Tips ✓ ✓ ✓
Industrial Tips ✓ ✓ ✓
Job Specific Tips ✓ ✓ ✓
Soft Skills ✓ ✓
Capability Develop ✓ ✓
O2O Events ✓ ✓
Reporting ✓
Job Posting ✓

Acquisition Cost
Awareness
Interest
Desire
Sales
Drive awareness through Online/Social channel,
and universities
Cost: 5 man hours/week, around
RMB500/week
Content promotion: 5 tips/week, each will have
50 UV(unique visitor) in the beginning
Conversion to Lead: 10%
Lead generation: 100 per month
Convert to opportunity: 25%
Sales opportunity: 25 potential user/month
Sale promotion: Discount; free trial
Close-Win Rate: 25%
Estimated customer: 6 per month
CAC (customer acquisition cost): 50 USD
* Conversion rate is based on service industry general data.

Sales Strategy
Service
Offerings
Sales Channel
Target
Consumers
• Fresh Graduates
• Junior Professionals
Abroad students is a
focus in phase I for
experiment.
Industry Focus:
IT, Finance, Consulting
Services:
• Resume/CV review
• Interview practice
• Industry guidance
for career path
• Social Media/Online promotion
• Universities, offline event &
promotion
Currently it will be for experiment, focus on niche market.

Sales Process
Get
• Online/Social customer acquisition
• Universities, offline events & promotion
• Sale promotion, like free trial
Connect
• Content push through Social media
• Personalized service promotion
Grow • Referrals, by Word of mouth
• Sale promotion, like free trial
Per survey result, most job seeker would
like to “Search job seeking website” &
“Ask for help from experiencers”, which
we will combine the concept of
“Online/Social” & “Experts” for our GET
strategy.

Lessons & Learned
• Till Jul 27th, we have two customers.
Customer background: Chinese, Female, Master Degree, Junior
professional in Consulting industry, now working in USA, with more
than 1 year working experience.
Customer problems: Facing the question if need to change career
path and choose a new industry.
Customer acquisition channel: Friends referral
CAC: 0
Service provided: Industry guidance for Consulting, provide the
normal career path; also clarify the success factors, not only
depends on the career path, but also depends on personal
behavior, motivation, soft skills, etc.
Price: 0, for free trial
Customer feedback: Satisfied, and clear about career path

Subjects
Executive Summary

Partnerships
Target Partners:
Mentors, for service offering
Universities, for distribution
Mentors
• For C.V checkers: people from company
recruitment departments/private recruitment to
give experience and important advice on content.
Ideal as a part-time job or freelancers.
• For interview practice techniques: take on people
from recruitment departments/H.R on a freelance
basis or individuals with experience in the
recruitment and interview process.
• Industry experts to work as career mentors,
currently focus on IT, Finance and Consulting
industries.
Universities
• Departments that offering
career seeking advices or
internship opportunities.
• Focus on Financial &
Management related
colleagues, majors.
• Groups in universities focus
on job seeking and career
development.

Partnerships Analysis
Benefits to
them
What they
offer
How to reach
them
Cost of
partner
acquisition
Earn money
Maximize self value
Career advice
Resume optimize
Interview practice
Social Media, LinkedIn
Mentor referrals
Acquisition cost: 0
Maintenance cost: TBC
Mentors Universities
Career service to students
More practicable
Student resources
Events for promotion
Cold call
Student referrals
Events, exhibitions
TBC, but the expected is
as little as possible

Experiment
Interests of Career Mentors:
• Motivation to share experience and
could help others, especially for
fresh juniors
• Chance to learn and develop the
coaching skills
• Career mentors first
• Social Media is a good channel to
get connection with the targets
Directions for Partnerships:
Till Jul 30th, we have 3 partners:
Career mentors: 3
Universities: 0
Acquisition Cost: 0
Channel: Referral

Distribution
• Services will be initially offered via the internet.
Distribution partners: Universities
Service delivery channel: Email, Skype, QQ, etc.
• Payment of customers by:
Alipay or Paypal
• Co-ordination of service provision and the payment
process by the core administrations team.
Students Universities
Career
Mentor
Online

Qualification & Payments
• Qualification for Career Mentors:
5 years and above experience in specific industries
With HR, IT, Finance, Project Management related certification
• Payments to Distribution partners:
This requires negotiation on a %cut between the partner offering the
service to the consumer and „Career mentor online‟.
Career mentors: 50% of the sales revenue
Universities: 20% of sales revenue
Mentors
Career
Mentor
Online
Career
Mentor
Online, 20
%
Mentors,
40%
University,
40%
Individual
Career
Mentors
University
Channel
Payment

Subjects
Executive Summary

Cost Analysis
• The costs of this project consists of below:
On-line advertising
Account management and technical support (1-2 personnel)
Payment of percentage cut to services provided by coaches, etc.
Design and maintenance of website
Perhaps give promotions on university campus sites in the first few
months of launch.
• Cost Breakdown in first 6 months:
Website maintenance and social
channel promotion
5 manual hours per week, around 50 USD
per week
Design and website develop One time cost, 5 manual hours = 50 USD
Hosting fee + Domain fee 20 USD (Hosting free in 6 months)
Mentors service fee 0 (in the first 6 months)

Revenue vs. Cost
Revenue in first 6 months:
* This is a rough estimation bases on 50% Trial Pack+ 50% Standard Services, and actual sales
revenue will be depends on the service offerings and varies
Cost in first 6 month
1270 USD
Revenue in first 6 months
1850 USD<

Funding
There will be two periods:
Phase I (May, 2013 – Dec, 2013)
All the funding will be from founders, the cost till Dec, 2013 will be estimated around
1000 USD.
Minimize startup cost: Early days could be setup as part-time between 2-3 people
with daily jobs. If the business is sustainable, then switch to full time.
Phase II (Jan, 2014 – future)
From Jan, 2014, the team will start to find venture capitalists who feel interest in this
business.
The required fund will be determined by Dec, 2013.

Market
Risk
Financial
Risk
People
Risk
Risk Analysis
There will be 3 main risks:
Market Risk
Market acceptance of this kind of
service, currently similar services
mainly target for senior level of
professional/managers.
Financial Risk
As the target is graduates or juniors, so
the pricing is low, which means there will
be limited cash flow in the beginning.
People Risk
The key success factor is the mentors, the
quality and quantity of mentors will be
critical, and the pay to mentors is not high.

Thank You!
transformthe way of careersuccess

Opportunity Execution Project - Career Mentor Online

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