EGO CYBER

Kartavya

cc: Abhi

02/05/03

Peters to Parekh

It is a journey of 16 years.

Enclosed find Chapter I-5 from Tom Peters’ book “Thriving on Chaos” written in 1987 – (about same time I wrote my report “QUO VADIS”).

The chapter is about:

“Make Word-of-Mouth Marketing Systematic.”

There is a lot of (encouraging) similarity between what Tom Peters writes and what we are trying to do through:

→ Project EGO

→ Project CYBER

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Project EGO

Under this, I expect that those who receive from us (as an email), their BUTTERFLY version of resume, will want to share this new-found “image-building toy (P)” with their friends/colleagues.

Hopefully this will build up a pyramid-type “chain-reaction” amongst jobseekers. All of this interaction (amongst jobseekers) will be WORD-OF-MOUTH.

Project CYBER

This morning, I discussed your suggestion with Abhi, re: use of our website as a “vehicle” for this project. He too thinks this is a good suggestion.

The process will be as follows:

• Sajida will download job-adverts from various jobsites & forward to us. Some of these will be already “converted” for uploading. Rest, we may convert at our end.

  In either case, ALL will go into a structured database.

• Besides uploading on other jobsites (under Project Manhattan), we will also upload all of these on our own website & make these “searchable” to jobseekers, using no. of search parameters.

Of course, this will cause a SERIOUS CONFLICT!

When we upload these on other jobsites (to generate job-alerts & consequent rush of email resumes), we are:

→ Hiding the identity of Advertiser (no name/contact data e.g. email ID)

→ Giving impression that these companies are our “clients” and therefore, the jobseekers should send their resumes to “apply@3pjobs.com”. We are also “implying” that these resumes will get forwarded to the advertisers.

As against this, as far as uploading on our own website is concerned, my proposal is totally opposite, as follows:

→ Full disclosure of Advertiser Company’s identity.

→ Clear/formal statement to the effect that:

• These advertisers are NOT our clients & we do NOT represent them in any manner.

• This “Compilation/Tabulation/Publishing” service is offered completely FREE (free content) purely for the benefit of the jobseekers and (equally importantly), for the benefit of the advertisers.

• Jobseekers can easily verify the authenticity of this tabulation, by visiting the “source-jobsite” mentioned against each advt. In fact, they could also use the source jobsite, if they wish/choose, to APPLY ONLINE against any advt.

• By compiling job-adverts from a large no. of jobsites & creating a SINGLE/UNIFIED/NORMALISED/STRUCTURED database, we are making it extremely easy for jobseekers to search/find thousands of job-adverts in ONE location under ONE ROOF (quite like a SuperMarket or a Shopping Mall). An “Aggregator” like Cable TV, service-provider.

They don’t have to visit site after site.

They don’t have to submit their resume in a structured long form again & again at each of these sites.

They don’t have to note down and remember 5/10/15 passwords/user IDs!

They don’t need to “edit” their resume at each of these jobsites, every time there is a smallest change.

• When a jobseeker clicks APPLY ONLINE against ANY job-advt in our “Summary-Tabulation,” we UNDERTAKE to email his (Butterfly Version) resume to that advertiser.

This FREE resume-blasting service will be made available ONLY to those jobseekers who:

→ Submit their unstructured email resume on our website

→ Carry out immediate online editing to complete blank/missing fields

These fields will definitely comprise:

• Current Employer Company’s email ID

• Annual Gross Salary details for last 5 years

• Designation-Level History for entire Career

All of these is MANDATORY for resume-blasting.

ADVANTAGES FOR JOBSEEKERS

1. “One-stop-shopping” (SuperMarket style)

2. No visiting several jobsites

3. One place to submit unstructured email resume

4. One password / User ID

5. One place where to edit

6. Unlimited amount of Resume-blasting, and that too, completely FREE

7. What gets sent to advertiser is the BUTTERFLY version – far more likely to be noticed amongst thousands

8. Vastly improved chance of getting shortlisted / getting an interview-call

9. Functional Exposure Profile / Salary-Growth Profile / Designation Profile – something which no jobsite can offer!

10. Ownership of PEN – common across websites

11. Ability to download BUTTERFLY version (once we have allotted PEN – for which conditions of p:5 apply)

ADVANTAGES FOR CORPORATE ADVERTISERS

1. FREE additional publicity of their advt.

2. FREE additional response.

3. Receiving resumes in the form of a STRUCTURED database instead of unstructured email resumes.

4. Being able to STORE & SEARCH every single incoming resume, at any time in future, at the click of the mouse, from database created.

5. Save enormous cost by avoiding REPEATED release of advts. for same/similar positions. Old/existing database can be searched first, within seconds, to find suitable candidates who responded in the past.

6. Receiving resumes in BUTTERFLY version makes rating/processing very easy. Short-listing will become very fast & total recruitment cycle time will drastically come down. (Of course, for this, they will need to subscribe to our web-service & use our research search-engine).

ADVANTAGES FOR 3P

1. Get Recruitment Managers (and all other managers within recipient company who get to see the Butterfly Version of candidate’s resume) to sit-up & take notice. I expect Butterfly Version to create a powerful impact on the recruiting community.

2. Once a Recruiting Manager has come across a Butterfly Version, he is quite likely to discuss it with other co-professionals, over the phone or whenever they meet. The message will spread by “WORD-OF-MOUTH.” A Brand-Awareness is created.

3. Butterfly Version (at the bottom) will carry an announcement re: future launch of our web-service.
   It will tell recruiters that all the Butterfly Versions which they are receiving, they will be able to search in future, using our Research engine. Butterfly Version is merely a “Curtain-Raiser” & the big picture is on its way! For our web-service to catch on, we have to create a BUZZ!

Earlier in this note, I spoke about an apparent “conflict” whereby job-adverts uploaded on:

→ 3P’s website reveal advertiser’s identity & permit jobseekers to APPLY ONLINE, & we undertake to forward their resumes to advertisers (Project CYBER).

Whereas:

→ Same job-adverts when uploaded on monster/naukri etc. (Project Manhattan), do NOT reveal advertiser’s identity; jobseekers are asked to email resumes to apply@3pjobs.com, and we are completely silent about forwarding these to our (fictitious) clients!

Could this land us into some problem? Possibility exists but probability is low. On internet, no one knows what would happen & when! So contingency-planning is futile. Who knows, even as I write this, someone is hard at work, trying to obsolete both of our projects! So, we will face the situation when it arises.

In fact, if Project CYBER produces better results (in terms of no. of resumes that we receive daily), we should not hesitate to scrap Manhattan! We must keep experimenting and keep discarding “failed” models.

Once we have decided to make Project CYBER online on our website, then the job-advt summary tabulations that get emailed to cybercafes must NOT contain email IDs of advertisers (because we don’t want jobseekers to send their resumes directly, but only through us). Tabulation should look like:

| Apply Online | Srl. No | Advt. No | Advertiser Name | Position | Posting City | Man-Specification: Age | Exp | Edu-Qual | Source |

I don’t suppose we also want to provide any hyperlink anywhere in this tabulation, which could take the surfer to the source-website (when this tabulation appears on our website). We want to make it difficult for him to go to source website. But would any jobseeker “apply-online” without first seeing full content of an advt? I seriously doubt. In that case, we have to have some mechanism whereby, if he chooses, he is able to view the full job-advt ON OUR WEBSITE ITSELF.

As far as “Searching of Jobs/Job-Advts” is concerned, we may consider following:

In First Phase

→ Search by “INDUSTRY-NAME” list-box

→ Search by “Company-Name” (Alphabetically)

In Second Phase

• Refined Search by “Functions” list-box

  • “Desig. Level”

  • “City / State”

In my old notes on JAWS (the comprehensive version of Project CYBER), I had envisaged a situation whereby any subscriber such as a cybercafe/small-town newspaper/a TV channel (?) etc. can online CONFIGURE directly on its own:

→ What (which type) job-adverts it wants to receive from 3P’s JAWS BROADCASTER software (e.g., which Industry/which Function/which Designation levels/which Cities etc.).

Obviously, depending upon the concerned MEDIA’s readership/viewership/clientele, it would want to CUSTOMIZE what it receives to simplify publishing.

→ When to receive (daily/weekly etc.)

→ How many to receive (10/20/30/40 etc.)

We may introduce this “customization” in Phase III.

But, for the moment, only Phase I (a standard tabulation emailed to 700 cybercafes – whose email IDs we have) is important to re-launch quickly, in order to pull in large no. of resumes / convert to Butterfly Version / push to corporates / create Brand Awareness / create Buzz about Webservice.

03/05/03

MARKETING

What channel reaches to People, where?

Sl. No	Media / Channels	Homes	Offices	Public Places
1	Newspapers	✔	✔
2	Magazines	✔	✔
3	Radio	✔	✔	✔
4	TV (mostly Cable)	✔	?	?
5	Phones
	– Fixed Line	✔	✔	Few (PCO)
	– Mobile (GSM + WLL + GPRS)	✔	✔	✔
6	Internet	✔	✔	?