Kartavya
/ Abhi / Sanjeev / Nimit
Date:
4-11-03
Pages: 1/8
– 2/8
Project
TRAP — Marketing Recruitguru
Our
long-term goal is to make Recruitguru
THE
INDUSTRY PLATFORM
for
all recruitment activities taking place in India (to begin with).
Goal
is also to make ImageBuilder the
NEW
CURRENCY of recruitment,
by
withdrawing/substituting the old/existing currency — viz. plain email
resumes.
To
achieve these goals, we have identified
“Placement
Agencies” as our initial:
- Niche
Market
- Bowling
Alley / Beachhead (Geoffrey Moore in Crossing the
Chasm → Inside the Tornado)
Once
we have captured this niche, we will move on to:
- Licensing
our technology (Gumline / Console / GumAd etc.) to
various Indian job-sites — starting perhaps with TimesJobs.com,
- which
has no “revenue model” as of now and has realized that:
It
is better to make yourself obsolete rather than let others do it.
- The
mainstream market of Indian corporates (end-employers).
Having
set out this roadmap, the question arises:
“How
do we capture the niche market of placement agencies?”
Answer
is obvious:
Make
them an offer which they cannot resist —
an
offer which increases their business / client-base / candidate-base.
order-execution
productivity / revenues / profits etc. manifold and at very little initial
investment.
In
the enclosed tabulation, I have tried to outline such an offer.
I
am sure you will come up with further ideas to improve it.
The
“CORE” of my offer is to:
→
Give away our Order Execution Software (OES) free to any subscriber who
will make the very first subscription of ₹1 lakh at the start.
Of
course, in order that the subscribing placement agencies can take full
advantage of our offer, it would be essential to ensure that —
→
Search-results from Recruitguru can be seamlessly migrated into the
(offline) OES.
(This is 3P’s problem too.)
If
they cannot, the very purpose of giving away OES free to them will be defeated!
But,
if it does, the whole thing becomes a “Complete End-to-End Solution.”
It
becomes a Total Recruitment Platform!
While
giving away OES free, we will make it “self-destruct” after Jan 2005.
By
that time, we will modify OES / convert it into .NET, and then upload it
into Recruitguru as an integrated system.
We
will make this clear to placement agencies right in the beginning so that there
is no misunderstanding.
We
will also assure these placement agencies that whatever data lies in their offline
OES on Jan 2005 will migrate onto online OES.
They
will not lose any data, and they will be able to continue to use online OES to
track / monitor / execute all of their current assignments (as on Jan 2005).
Of
course, data re: assignments already completed/closed as on Jan 2005 will also
get migrated to Recruitguru.
Apart
from this core offer, I suggest we also give away some other useful
database free to subscribers who
pay
us different FIRST subscription amounts.
There
is hardly any cost attached to these “freebies,” and subscribers would
find these very useful for expanding their own marketing/sales.
I
believe some of these databases would be of great value to American
corporates who already have some business/trade relationships with Indian
corporates or who wish to establish such relationships.
And
for them, first-time subscription of ₹1 lakh is about $2,000 only
— not a big deal.
PROBLEMS
THAT WILL ARISE
Whereas
installing & using various databases will not pose any problem to most of
the placement agencies, it would be very different with OES.
Installing
and subsequent trouble-free use of OES would pose a lot of problems, apart from
the resistance of the people who have to use it.
It
would require a lot of training & a lot of “hand-holding” over the
next one year (till OES goes online).
But
the advantage is that, if placement agencies make a serious/sincere effort to
learn & use OES offline for one year, then when it moves online,
they are thoroughly trained & ready!
There will be few hiccups / migration would be easy / online product will not
get blamed because it is so unfamiliar (never encountered on the ground!).
At
this stage, a parallel is in order.
Would
any manufacturer of automobiles or tractors introduce his product in a country
where there are —
→
no car-repair garages?
→
no auto-mechanics?
That
would be inviting disaster!
Situation
is not much different with a software (product) like OES.
If
we cannot / do not support it very thoroughly, it would be a disaster
(our experience at 3P is a pointer !).
If
we employ 20 software engineers for support, that would cost us a fortune —
especially when Recruitguru has no revenue worth speaking of.
Solution
- Give
OES “free”,
- but
charge for installing / commissioning / troubleshooting etc. @ - ₹
500 / day (Mumbai)
- ₹
2000 / day (outstation)
- Hire
5 diploma software engineers as OES trainees, at zero salary.
- Train
them for two months in-house.
- Whenever
they are sent out to a subscriber’s premises for installation /
commissioning / troubleshooting etc., pay them 50 % commission on the
billing they manage.
If
they spend 20 days / month in Mumbai, they get (by way of commission):
250
(i.e. 50 % of ₹ 500) × 20 = ₹ 5000 / month.
After
a while, subscriber would “bypass” Recruitguru & offer these guys ₹ 400 /
day directly !
Subscriber would save ₹ 100 / day and software engineers will make extra ₹ 150
/ day.
Both are happy ! We too !!
Auto
manufacturers do not want to make a profit from garage owners /
garage-mechanics / salary / labour.
He makes his money on → original sale of car
→
repeat sale of spare parts.
Which
he can do only if he first creates / develops a “repairing infrastructure.”
So,
we must train 100 diploma engineers to troubleshoot OES & satisfy placement
agencies.
Then make our money online on Recruitguru.
(Signed with check mark symbol)
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