1. January 2013
Mockup
Team#17 (Former) Career/Employer Review
Day &
Project
Customer
Discovery
Day 1
Sheccess
Day 2
Sheccess
58
Ruiqi Hu
M.S. Management
25
Day 3
Mocku
p
40
Day 4
Mockup
Day 5
Mockup
10
Zhaoyu Li
MBA
38
After-Class
Mockup
257
Total interviews
290
-83 Sheccess
-345 Mockup
Linwei Chen
M.S. Management
1/14

2. Idea Evolution
Customer Feedback
Day1: Sheccess
Women’s Career
Advice Website
• “Why women only?”
• “How can you compete with other career advice websites?”
• “What value are you providing exactly?”
Day2: Sheccess
Women’s Career-based
Social Network
• “There are too many social network!”
• “Wouldn’t that further limit women’s social networking?”
• “I’d rather join women’s small groups and get a mentor
there…”
Day3-5: Mockup
Peer to Peer Mock
Interview Platform
• “Who will use it?”
• “Why would people be motivated to give
interviews?”
• “How do you guarantee that the
interviewers are qualified?”
2/14

3. Customer Discovery
Customer Discovery (345 interviews)
Value Prop.
-93% of the students (college & grad sch.)
think mock interviews are essential
-80% of the students (college & grad sch.) want an
easier and cheap way to do mock interviews
-Provides a platform and powerful
video tools for online peer to peer
free interview practice or paid
service
-25% of the students (college & grad sch.) need to
do case interviews with other students
-Provides a platform and online tool
with casebooks for quick and oneon-one case interview practice
-60% of the students (college & grad sch.) are willing
to give interviews if paid ($20 per interview avg.)
-50% of the students (college & grad sch.) are willing
to pay for mock interviews ($15 per interview avg.)
-Provides interviewers with a parttime job to give interviews
-Offer interviewees a chance to
choose their interviewers at a lower
price
-15% of the students (college & grad sch.) are willing
to share their interview videos in order to get
valuable feedback
-68% of the students (college & grad sch.) want to
watch other students’ interview videos
-Enable interviewees to get more
feedback about their performance
by posting the video
-Provides students a chance to learn
how others are doing interviews
3/14

4. Target Customers
Students
(College&
grad. Sch.)
Want to help each other
with Mock Interviews
Seek a part-time
job by giving
interviews
Feel happy and
honored to help
(Alumni)
Professionals
Extremely
experienced
mentors
Current
Target
Desired
Users
4/14

5. Final Business Model Canvas
-School Career Center
-Alumni Association
-Company recruiting
teams
-Interview preparing
workshops
-Platform
building/maintenan
ce
-Online
tools/packages
development
-Career advice
institutions/website/g
roups
- Interview tools
- Active users
- Interview question
bank (case bank)
- Platform Development
- Product Promotion
- Maintenance
- Free or cheap
customized P2P
video mock
interview
-Full interview
toolkit (e.g:
consulting cases,
interviewee folder,
question bank…)
- Annotated
Recorded video for
later review
- Convenience
scheduling
-Peer to peer
community
-Online self-service
platform
Get:
Career Websites, student
groups, Free trails
Keep:
Level + Rating system,
Customization
Grow:
-Word of mouth
- Students
preparing for
internship/full time
jobs interviews
- Students seeking
a part-time job by
giving interviews
-5% commission fee from paid interviews
-$10/mo. Premium service
-Advertisement (books, companies…)
5/14

6. Business Model
Free P2P
Interviewer
(Interviewee)
Interviewee
(Interviewer)
Go-to-market
Channels
• School Career Office
• Career websites
• Student Career groups
• Alumni Associations
Paid Service
Interviewee
Value Proposition:
- Fast and easy matching of
practice partners
- Online tool with Casebooks
and question bank
Interviewer
Value Proposition:
- Interviewee gets cheap
interview service
- Interviewer finds a way to
help others and earns pocket
money
- Recorded Video for future
review
6/14

7. Customer Segments
There are three types of target
customers:
A. Interviewer only
C. Both
B. Interviewee only
A: only serves as interviewers (with
prior professional experience or
specific domain knowledge) - gets paid
for offering mock interview services
B: only plays the role as interviewee
(job seeker but unwilling to help other
job seekers) - pays interviewers for
mock interviews
C: job-seeking peers wiling to help
each other prepare 1-on-1 case/mock
interviews – free mock interviews
between partners
7/14

8. How to use Mockup?
Sign in with LinkedIn account
View
interviewers’
profiles,
levels and
ratings
Complete profile and preference
Options: Instant Match Up or Set Up Appointments
E.g.: Set Up an Appointment:
Search for an interviewer 8/14

9. Choose available time slots;
Send request and resume
(optional)
Waiting for the interviewer to confirm…
Get Started!
• Make full use of the
video tool kit (Recording,
casebook, question
bank, user’s folder,
whiteboard, etc.)
• Interviewee can mark,
replay and write
feedback for the
interviewee
9/14

10. Revenue Model
Paid Service
$$$$
5% fee
Premium
Service
$10/mo.
$
Premium
Service
$10/mo.
Mockup
$$
$$
Advertisements
*Premium Service: advanced
searching, access to other users’
posted video and accelerated level
upgrading
$$
10/14

11. US Market Size
US college
and grad
students
Need
mock
interviews
Total: 17.5 M1
70%2
Served: 12.25 M
50%2
Target: 6.125 M
Willing to
pay for
interviews
$15 (avg./yr.)
Market Size: $91.875 M
5% commission fee
1. Revenue (commission): $4.59 M
2.Revenue (Premium Service): 12.25 M*30%*$20/yr.=$73.5M
3.Revenue (Advertisement Clicks): 12.25 M* $5/yr=$61.25M
1.
2.
National Center for Education Statistics, Digest of
Education Statistics, 4/28/2013
Mockup Survey, 1/17/14
11/14

12. Break-even Analysis
Hypotheses:
1. Fixed & Variable costs: First year$30,000/yr. (platform development & maintenance, video
tool development)
2. Average revenue per user: $30/yr. (paid service commission, premium service, ads click)
Break-even Point:
Mockup will begin to make profit from the fourth year.
Break-even Analysis
Year
2
3
4
5
Fixed Cost
$20,000
$20,000
$7,000
$5,000
$5,000
Variable Cost
$10,000
$10,000
$20,000
$20,000
$20,000
Commission
Costs
1
$1.00
$2.00
$4.00
$4.00
$4.00
$5
$6
$8
$10
$12
$3
$5
$8
$10
$10
# of Users
300
500
1000
1500
2000
Profit
-$27,300
-$23,500
-$7,000
$11,000
$27,000
Revenue per
Premium Service
user
Ads click
12/14

13. 120-Day Plan
120-Day (16-week) Plan
Week
1
2
3
4
5
6
7
8
Product Development (Alpha Version)
- Product designing
- Pivoting based on users' feedback
- Demo with our basic features (video tool, profile search, etc.)
Partnership Building
- Partnership discovery (school career center, student
groups, etc.)
- Potential cooperation discussion
Plans
Customer Development Phase I
- NYC Universities (Columbia, NYU, etc.) promotion
- Online promotion (free premium trail)
- Referral Program
Channel discovery and developing
System testing
Week
9
10
11
12
13
14
15
16
System testing (cont.)
Customer Development Phase II
- Ivy League promotion
- Social network, career network promotion
Plans
Product Development (Beta Version)
- Enhanced features & Users' feedback & Testing
- Complete product with all designed features
Customer Development Phase III
- US colleges and universities
- Overseas markets
13/14

14. Our Current Progress
-
We finished designing the new wireframe and are in the process of making
an introduction video.
Recently, we are participating in a Business Idea Competition.
14/14