PROJECT INCUBATE

Project "Incubate"

30/04/03

(Abhi, Kartavya, Inder, Nirmit)

Benefits of Working with L&T (EPC)/L&T Infotech on customization of Resumine/Resusearch

▷ L&T is a large recruiter

▷ L&T’s HR department executives possess vast domain-expertise in the area of HR processes in general and recruitment processes in particular. We can tap this.

▷ L&T is highly computerized / IT & Internet savvy, moving towards a "Knowledge-Economy."

▷ L&T’s young (MBA?) recruiters are looking for cutting-edge tools to enhance their productivity. They are not quite happy with HR modules of SAP/PeopleSoft.

▷ Working closely with L&T would give us an opportunity to integrate our application with SAP/PeopleSoft.

If we do a good job, every client of SAP/PeopleSoft in India could become our client too!

If they too are unhappy with HR modules of SAP/PeopleSoft, and we tell them that L&T has already succeeded in such an integration, we would have an easy job in “selling” our webservice to these corporates — most of whom are large employers.

▷ Working with L&T for Customization could also bring some business for our executive-search group.

▷ For their own customization needs, L&T engineers/executives would create specific “Knowledge Bases” in respect of:

• Specific “Functions”

• Specific “Industries”

Once we build these “Knowledge Bases” into our Resumine/Resusearch, we would have an “easy” job of selling our webservice to all other “competitors” of L&T.

Obviously, these corporates, being in similar/identical businesses/industries/products/services, would have the same customization needs!

Corollary

The corollary to this argument is that, in each industry, we should pick up one leading company for collaboration for customization.

This company becomes our laboratory in which we “incubate” industry or function-specific “Knowledge Base.”

Once we acquire/assimilate this knowledge-base in Resumine/Resusearch, then we can leverage it to make the rest of the companies (in that industry) as our “subscribers”!

By working with such early-adopter companies, we gain hands-on experience about the entire industry – very valuable.

30-04-03

S/N	Action	Responsible	Target Date
1	Make a list of which “Knowledge Base Creation Tools” to be installed at L&T’s premises (on main server) so that these tools are accessible from all depts. of L&T (e.g., L&T Infotech / EPC Group etc.).
2	Install these tools at L&T & explain/demonstrate how to use these & create knowledge-base of keywords/key phrases etc., to all “Knowledge Creators.”
3	Load the tools with respective/dept-wise databases of: → email resumes received in last 1 year → job-adverts released (on jobsites or print media)
4	Supervise/Monitor “Knowledge-Creation” process / “Knowledge-Refining” process to ensure timely completion
5	Email created “Knowledge-Base” to 3P & coordinate with Abhi/Kartavya. BRAND June 2003 ▷ A brand with a positive direction attracts buyers. Direction → Heading Up Breadth → Familiarity, widespread acceptance Depth → Meaning that others aspire to (Reach) Traits that many people want to be identified with ▷ What do we want our brand to represent? (e.g., Harley Davidson → “Male” & “Rebel”) ▷ Name must spark interest in: Who we are What we do ▷ Be distinctive in naming your business. (Name recognition) / Familiarity effect Our tendency to choose what is familiar to us → Memorability Choose a name that is Unique / Sensory / Creative / Outstanding / Unusual ▷ Look for a name that people can see, smell, taste, feel, or hear. ▷ Service names, unlike products, We feel less comfortable in our relationships with services. ▷ We need to know that service is: Serious Experienced Consistent Accurate Rarely do we choose services playfully or frivolously (NOT for fun!). ▷ Prospects regard most services as serious business. A service must appear serious. ▷ Customers instinctively associate hyperbolic names with second-rate companies. ▷ Look for a name that makes the prospect, not you, sound important. ▷ The more commonplace you sound, the less interest you will attract. Say something new! ▷ Say your proposed name loud. ▷ People best remember familiar names and the most recent events in their lives. ▷ Keep your name short – eleven letters or four syllables maximum. ▷ Human mind abhors longer names – and refuses to use them. To become a brand, keep your brand-name short. (e.g., FedEx / AmEx / Deloitte / Les Miz / Reliance / IBM / Wipro / Infosys / L&T / Sify etc.) ▷ Hotels have been historically better at branding. (Indian examples: Taj / Leela / Oberoi ?) ▷ Our Competitors? ABC, PSS, Concept, RSM MaFoi, Shirlputr, Boyden, Sampporna Egon Zender, Korn Ferry, Hewitt Monster, JobsAhead, Jobsdb, Naukri, Jobstreet ▷ IBM → “Safe Choice” (No one ever got fired for choosing IBM) ▷ Jenson & Nicholson → “When you think of color, think of us” ▷ Yahoo → “When you think of Search/Net, think of Yahoo!”