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Kartavya

Abhi
Vicky
Inder
29-06-03

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We started by limiting the no. of “searches” to 50 no.

Then Kartavya suggested that we should not limit the no. of searches. We must allow unlimited no. of searches during 30-day free trial. The more the no. of searches that a recruitment manager conducts, the more he gets “used” to RecruitGum & its operations.

I entirely agree. We should do nothing that would constrain or inhibit a recruiter from spending 4 hours daily on RecruitGum!

If anything, we should proactively provide some very powerful incentive to the recruiter so that he is tempted to spend 8 hours/day on RecruitGum (240 hours during 30-day free trial)!

If we could somehow pull off this seemingly impossible feat, then we could certainly get him “hooked.”

At the end of 30-day free trial period, he should feel mighty “uncomfortable” if he cannot use RecruitGum!

Once he gets “hooked,” he has no option but to become a “regular” subscriber when free trial ends.

My suggestion:

No restriction whatsoever on:

• No. of resumes converted
• No. of searches carried out
• No. of resumes that can be downloaded on his local hard disk!
  (earlier Kartavya had suggested max 10k)

Of course, in order to get him to conduct a large no. of searches (maybe 1000 searches in 30 days), we will restrict no. of resumes displayed after each search to 200.

But if that means he gets to download (for free) 1000 × 200 = 200,000 resumes — ImageBuilder, of course — let him do!

We have lost nothing and gained everything!

Having downloaded 2 lakh resumes on his hard disk, what can he do with those resumes?

Can he search these 2 lakh on the most important search-parameter, viz:

FUNCTION?

Answer is, NO!

He may be able to search on City/Company Name etc., but not on “function,” nor on “percentile-score”!

For that, he would still need to use our GumSearch — which requires being a subscriber.

If, for 30 days, a recruiter has got used to GumSearch and on 31st day he finds he cannot, he would feel terribly frustrated!

We must employ this “Emotion” in our marketing strategy. The more he feels frustrated, the more he would get desperate to become a regular subscriber.

We must, during the 30-day free trial period, take him to a mental stage where he feels that he cannot live without RecruitGum! He must be made to wonder:

“How did I ever manage my recruitment without RecruitGum?”

Another thing.

The 2 lakh resumes that he downloads during 30-day free trial are unlike a music song, which he can enjoy again & again and which requires no “updating/editing” (since music does not become obsolete!).

These resumes WILL get obsolete in 6/12 months! — and, therefore, become USELESS thereafter, unless updated/edited by the concerned candidate.

And how can an HR manager get these candidates to update these — when these are lying on his hard disk?
Even if he spends next 6 months sending out emails to those 2 lakh candidates!

If he attempted to send such emails, he would have time to do nothing else! And even if he did, candidates will send him plain email resumes! To convert these to ImageBuilder he would need to subscribe.

And suppose 2 lakh candidates send him latest/up-to-date/edited ImageBuilder versions, how would recruiter replace old ones with new ones?
He may ask:

“Am I in the business of updating old resumes?”

With us, it is quite different.

Like the wicked uncle in ALLADIN & MAGIC LAMP, we could shout & say

"New Resumes in exchange for old resumes!"

So, by giving away 2 lakh resumes free (during free trial period) to 10,000 corporates / Placement Agencies, we now have in the market, in circulation

2 BILLION ImageBuilders!

– and not ONE of these can be edited / updated without using

GumSearch!!

So, we have now created a market where none existed before!

And, let us hope, out of these 10,000 free trial corporate HR managers, 2000 transfer/email their 2 lakh resume database to a son/daughter/wife, and set-up a

PLACEMENT AGENCY!

So, in the next 6 months, the no. of placement agencies in India grows from

1000 → 3000!

(2000 being son/wife/daughter of a Recruitment Manager).

And, if the “old” 1000 now discover that the “new” 2000 are using

ImageBuilder

Whereas, they are still continuing to use plain email resumes, then their reaction would be,

“Horror-of-Horror! Jump onto the bandwagon & become a subscriber to RecruitGuru before I am finished-off by these new competitors!”

Since every recruitment manager has a → Home → Phone line (for internet connection) → Computer → Wife or son or daughter → Contacts with other recruitment managers, such a scenario seems quite plausible.

Especially if the only missing resource of

A large resume database of 2 lakh resumes is supplied to him, free-of-cost, as a kind of seed-capital by RecruitGuru free trial.

Whereas I cannot foresee other implications of such a viral-marketing strategy, one implication is quite clear:

ImageBuilder / RecruitGuru will become the Industry Standard in one year.

This is exactly what we want.

And so, we must gently / privately, plant this idea [of starting a placement agency] in the minds of recruitment managers, or for that matter, final year MBA/MMS students specialising in “HR/Personnel Mgmt,” most of whom have only slim chances of landing a job after final year exam!

Let us permit them to subscribe to 30 day FREE TRIAL!

We have nothing to lose & everything to gain!