FREE TRIAL LOGIC

Nirmit / Kartavya / Sanjeev / Inder

Individual copies – 05-09-03

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Hooking Corporates by Offering 30-Day Free Trial

See enclosed chart.

Principle is the same as what drug-peddlers use, viz.:

During initial period, give away drugs free to potential addicts till they are “hooked.”
Then make your killing for the rest of his life!

So, we must make it extremely easy for users (during free-trial period) to get hooked.

For this to happen:

▶ All the 3 processes (Convert / Search / Download) must be made simple / intuitive.
At each stage, there must be clear / crisp instructions.

▶ Each mouse-click must produce / flash a message as to:

• Whether subscriber’s instructions have been understood / accepted & are being processed by server
• How long will it take (WAIT TO SEE)
• What can he expect to see / happen (e.g., blank → evaluation form → graph)
• What does / should he do next

 

“Hooking” & “Pricing” Strategy for RecruitGuru

05-09-03

Action / Feature	During Free Trial Period	After Free Trial
Conversion of plain email résumés	▶ No quantity limit on conversion or download. Logic: When a subscriber creates a large database during the free-trial period, he would want to keep that database beyond 30 days. This would compel him to become a regular subscriber. Idea is to hook him!	▶ Obviously, no limits of any kind (the more, the merrier). That’s why we want to flood mailboxes of all slack corporates with millions of résumés. Mailing list of 50,000 companies & jobseekers should help. Their résumés on our website will also go to Google / Yahoo / etc., publicly online from cell-browsers!
Searching (Keyword-based) Resume Database (Public) & Downloading ImageBuilders	▶ Make it as easy as possible for corporates to download our entire résumé database (ImageBuilder versions only). If Placement Consultants use it to present candidates to clients, they’d soon become hooked too.	▶ Again, no limits. Now they pay, both to search our database & also to download ImageBuilders.
Search their own PRIVATE database (created during free-trial)	▶ As often & as many times as possible. This search process itself is the biggest “hook.” Once they have created their own PRIVATE database...	▶ Even to search their own PRIVATE database, they must pay (although much less compared to searching / downloading from RecruitGuru’s PUBLIC database).