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Jan 17th, 2013

Mockup
Team#17 Career/Employer Review
Day 1
Customer
Discovery

Day 2

Day 3

Day 4

Total

40 (online survey)
18 (interview)

25 (interview)

40 (interview)

10 (partner & channel)

133

Ruiqi Hu
MS Management

Zhaoyu Li
MBA

Linwei Chen
MS Management

1
Day1_Women’s Career Website
“No clear
- Strategic-alliance:
women groups
women Clubs
- Coopetition:
other major SNS
facebook/linkedin
- Joint ventures
- Customers

value prop!”
- Engineering:
design platform
build platform
- Platform
management
- Platform
promotion

- Automated web
based services

- Female students
- Women’s social
groups

A social network
customized for
professional
women/ female
college students.

“You’re operating in a super
competitive market!”
Online (promotion)

Human resources:
technology,
marketing,
Influential customers

Cost – driven:
- Development
- Promotion
- Maintenance

“Confused by your overall
- Professional
- Communities
women
- Co-creation idea…”

Offline (events)

Advertisement
Premium Service
Subscription

Team17_Page 2/22
Day2_Sheccess
- Strategic-alliance:
women groups
“Too
women Clubs

- Engineering:
design platform
many SNS!”
build platform
- Platform
- Coopetition:
management
other major SNS
- Platform
facebook/linkedin
promotion
- Joint ventures
- Customers

“Not

Human resources:
technology,
interesting.”
marketing,
Influential customers

Cost – driven:
- Development
- Promotion
- Maintenance

A social network customized
for professional women/
female college students.

- Women’s Career
Experiences & lifework-balance Advice
Sharing

- Communities
- Co-creation
- Automated
web based services

Get:
-Social media Partners
-Initial influencers
Keep:
-Positive experience
-Active online community
Grow:
-Word of mouth
-Social media buzz

-

Professional women
Female students
Women’s groups

Segment 1
-Women Aged 1825
-No or little work
experience

“Eh…I would rather
seek 1-on-1
mentorship…”

- Intimate bonds which
allow easier
networking
- Interactive
participation and
sharing of experiences
and advice for weekly
topics

Online
(promotion)
Offline (events)

-Sponsorship
-Google Ad-words

Segment 2
-Women Aged 2535
-Experienced
Professional

-Ad-words
-Premium Service
-Subscription
3
Team17_Page 3/22
Day 2 Night………
5:00 PM

7:30 PM

11:00 PM

- Free:
Mentorship Hard to find
Why still need that
- Paid:
Expensive
A lot of mentorship service…
Team17_Page 4/22
Day 2 Night…
5:00 PM

7:30 PM

11:00 PM

3:00 AM

9:00 AM

Customers expect:
This causes
- Mentor < Mentee
Free:
Mentor >> Mentee
Hard to find
ability
in terms of #
- Paid:
Expensive
How about
We can provide awe do
But WHY?? !
peer to peer
a Mock Interview Platform!
Like case interview ! 5/22
Team17_Page
Day3_MockUp
-Platform
building/maintenan
ce
-Online
tools/packages
development

- Free and easy
Mock-interview
matching (can list
your requirements of
interviewers)

Young People
-18-30
- Automated
“Interesting…” for an
-preparing
online services
interview

“Hmmm…. I didn’t
quite understand it…”

-LinkedIn
-Education
institutions (Case
study workshops,
interview preparing
workshops)

-Interview tools
-Active users

“Wow!”

-Active users who
will help (virtual
money system)

-Online
tools/packages for
interviews----video,
record, case-study
cases, intellectual
questions,
whiteboard…

Online

“I Like it!”
- Development
- Promotion
- Maintenance

-Virtual money selling
-Advertisement(books, companies…)
-Offline events

Team17_Page 6/22
Day3_What we learned
Virtual Coin system
is too complicated !

Level System based on
points accumulation

Few professionals
will join !

Not our target
segment for now

Interviewers
qualified?

Rating System

School Career
Center

They are CHANNEL &
PARTNER
Team17_Page 7/22
Day4_MockUp
-LinkedIn
-Education
institutions (Case
study workshops,
interview preparing
workshops)

-Platform
building/maintenan
ce
-Online
tools/packages
development

- Free or paid
customized P2P
video mock
interview

“…Have you -Full interview
toolkit
thought about (e.g:cases,
consulting
interviewee folder,
legal issues?...” bank…)
question
- Interview tools
- Active users
- Interview question
bank (case bank)

- Development
- Promotion
- Maintenance

- Annotated
Recorded video for
review

- Automated
online services

Young People
-18-30
-preparing for an
interview
- Students seeking
internship/full time
jobs (especially
consulting)

- People seeking a
part-time job by
- School Career Office conflict
“Potential giving interviews
- Recruiting firms
of
-Career websitesinterest”

- Convenience
scheduling

-Virtual money selling
-Advertisement(books, companies…)
- Commission from paid interviews
- Premium service

Team17_Page 8/22
Workflow
Sign in with LinkedIn account

Complete profile and preference

Random match now Or make appointment

Team17_Page 9/22
Mockup columbia univ jan 2014
Mockup columbia univ jan 2014
Mockup columbia univ jan 2014
Mockup columbia univ jan 2014
Day5_MockUp
-Platform
building/maintenan
ce

-Company recruiting
team
-Interview preparing
workshops

-Online
tools/packages
development

- Interview tools
- Active users
- Interview question
bank (case bank)

- Development
- 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

Get:
-Student consulting
groups
-Students seeking part
time job
Keep:
- Level + Rating system
Grow:
-Word of mouth

- Students
preparing for
internship/full time
jobs interviews
(especially case
interviews)

- Students seeking
a part-time job by
giving interviews
- School Career Office
-Career websites
-Student case study,
interview preparing,
speaking groups

-Commission from paid interviews
-Premium service
-Advertisement(books, companies…)

Team17_Page 14/22
Customer Segments
Want to help each other
with Mock Interviews
Students

Seek a part-time
job by giving
interviews
Feel happy and
honored to help
(Alumni)

Professionals

Extremely
experienced
mentors

Target
(Get)

Further
Target
(Grow)

Team17_Page 15/22
Business Model
Value Proposition:
College
Student

Free P2P

College
Student

-

Wide and easy
matching of partners
Case Bank

School
Career Office

Career
websites

Channels

Mockup

Value Proposition:

College
Student

Case study
groups, etc
Paid P2P

Grad
Student

-

Interviewees gets
valuable suggestions
Interviewers find a way
to help others and earn
pocket money
Team17_Page 16/22
Revenue Model
Paid Service
$$$$
3% fee
Premium
Service

$$

$

Premium
Service

Mockup

$$

Advertisements

$$
Team17_Page 17/22
What We Have Learned So Far
•

College/B-school students have robust
demand for mock interview partners
(particularly for case interviews)

•

Customers are willing to pay a premium to
conduct mock interviews with peers who
have ex experience (including work/
internship, or just interviews, etc) in target
industries

•

Potential interest from strategic partners
(85 Broads for instance) and advertisers
(WeHire)validated
Team17_Page 18/22
Next Steps
•

Build an Demo

•

Continue to test customer segments

•

Meeting with strategic partners
(appointment with 85 Broads already set
up) to discuss go-to-market opportunities

•

Research user acquisition costs

•

Deep dive on revenue stream segmentation

Team17_Page 19/22
Segment Size -US Market

Appendix

Team17_Page 20/22
Segment Size -US Market
US college
and grad
students
Need
mock
interviews

Total: 17.5 M

1

60%2

Served: 10.5 M
50%2

Target: 4.2 M
Willing
to pay
for
service

1. National Center for Education
Statistics, Digest of Education Statisti
4/28/2013
2. Mockup Survey, 1/17/14 21/22
Team17_Page
Archetype of Customers
Value Proposition:
-

Free Peer-to-Peer
mock interviews
Able to connect with
partners across the
country
Case Bank

Junior@Stanford
Preping for case
interviews

Junior@Columbia
Preping for case
interviews

-

Value Proposition:
Senior@NYU
Preping for IBanking interviews

MBA student
@Tuck with
previous wall street
experience

Interviewees gets
valuable suggestions
Interviewers find a way
to help young students
and earn pocket
money
Team17_Page 22/22

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Mockup columbia univ jan 2014

  • 1. Jan 17th, 2013 Mockup Team#17 Career/Employer Review Day 1 Customer Discovery Day 2 Day 3 Day 4 Total 40 (online survey) 18 (interview) 25 (interview) 40 (interview) 10 (partner & channel) 133 Ruiqi Hu MS Management Zhaoyu Li MBA Linwei Chen MS Management 1
  • 2. Day1_Women’s Career Website “No clear - Strategic-alliance: women groups women Clubs - Coopetition: other major SNS facebook/linkedin - Joint ventures - Customers value prop!” - Engineering: design platform build platform - Platform management - Platform promotion - Automated web based services - Female students - Women’s social groups A social network customized for professional women/ female college students. “You’re operating in a super competitive market!” Online (promotion) Human resources: technology, marketing, Influential customers Cost – driven: - Development - Promotion - Maintenance “Confused by your overall - Professional - Communities women - Co-creation idea…” Offline (events) Advertisement Premium Service Subscription Team17_Page 2/22
  • 3. Day2_Sheccess - Strategic-alliance: women groups “Too women Clubs - Engineering: design platform many SNS!” build platform - Platform - Coopetition: management other major SNS - Platform facebook/linkedin promotion - Joint ventures - Customers “Not Human resources: technology, interesting.” marketing, Influential customers Cost – driven: - Development - Promotion - Maintenance A social network customized for professional women/ female college students. - Women’s Career Experiences & lifework-balance Advice Sharing - Communities - Co-creation - Automated web based services Get: -Social media Partners -Initial influencers Keep: -Positive experience -Active online community Grow: -Word of mouth -Social media buzz - Professional women Female students Women’s groups Segment 1 -Women Aged 1825 -No or little work experience “Eh…I would rather seek 1-on-1 mentorship…” - Intimate bonds which allow easier networking - Interactive participation and sharing of experiences and advice for weekly topics Online (promotion) Offline (events) -Sponsorship -Google Ad-words Segment 2 -Women Aged 2535 -Experienced Professional -Ad-words -Premium Service -Subscription 3 Team17_Page 3/22
  • 4. Day 2 Night……… 5:00 PM 7:30 PM 11:00 PM - Free: Mentorship Hard to find Why still need that - Paid: Expensive A lot of mentorship service… Team17_Page 4/22
  • 5. Day 2 Night… 5:00 PM 7:30 PM 11:00 PM 3:00 AM 9:00 AM Customers expect: This causes - Mentor < Mentee Free: Mentor >> Mentee Hard to find ability in terms of # - Paid: Expensive How about We can provide awe do But WHY?? ! peer to peer a Mock Interview Platform! Like case interview ! 5/22 Team17_Page
  • 6. Day3_MockUp -Platform building/maintenan ce -Online tools/packages development - Free and easy Mock-interview matching (can list your requirements of interviewers) Young People -18-30 - Automated “Interesting…” for an -preparing online services interview “Hmmm…. I didn’t quite understand it…” -LinkedIn -Education institutions (Case study workshops, interview preparing workshops) -Interview tools -Active users “Wow!” -Active users who will help (virtual money system) -Online tools/packages for interviews----video, record, case-study cases, intellectual questions, whiteboard… Online “I Like it!” - Development - Promotion - Maintenance -Virtual money selling -Advertisement(books, companies…) -Offline events Team17_Page 6/22
  • 7. Day3_What we learned Virtual Coin system is too complicated ! Level System based on points accumulation Few professionals will join ! Not our target segment for now Interviewers qualified? Rating System School Career Center They are CHANNEL & PARTNER Team17_Page 7/22
  • 8. Day4_MockUp -LinkedIn -Education institutions (Case study workshops, interview preparing workshops) -Platform building/maintenan ce -Online tools/packages development - Free or paid customized P2P video mock interview “…Have you -Full interview toolkit thought about (e.g:cases, consulting interviewee folder, legal issues?...” bank…) question - Interview tools - Active users - Interview question bank (case bank) - Development - Promotion - Maintenance - Annotated Recorded video for review - Automated online services Young People -18-30 -preparing for an interview - Students seeking internship/full time jobs (especially consulting) - People seeking a part-time job by - School Career Office conflict “Potential giving interviews - Recruiting firms of -Career websitesinterest” - Convenience scheduling -Virtual money selling -Advertisement(books, companies…) - Commission from paid interviews - Premium service Team17_Page 8/22
  • 9. Workflow Sign in with LinkedIn account Complete profile and preference Random match now Or make appointment Team17_Page 9/22
  • 14. Day5_MockUp -Platform building/maintenan ce -Company recruiting team -Interview preparing workshops -Online tools/packages development - Interview tools - Active users - Interview question bank (case bank) - Development - 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 Get: -Student consulting groups -Students seeking part time job Keep: - Level + Rating system Grow: -Word of mouth - Students preparing for internship/full time jobs interviews (especially case interviews) - Students seeking a part-time job by giving interviews - School Career Office -Career websites -Student case study, interview preparing, speaking groups -Commission from paid interviews -Premium service -Advertisement(books, companies…) Team17_Page 14/22
  • 15. Customer Segments Want to help each other with Mock Interviews Students Seek a part-time job by giving interviews Feel happy and honored to help (Alumni) Professionals Extremely experienced mentors Target (Get) Further Target (Grow) Team17_Page 15/22
  • 16. Business Model Value Proposition: College Student Free P2P College Student - Wide and easy matching of partners Case Bank School Career Office Career websites Channels Mockup Value Proposition: College Student Case study groups, etc Paid P2P Grad Student - Interviewees gets valuable suggestions Interviewers find a way to help others and earn pocket money Team17_Page 16/22
  • 17. Revenue Model Paid Service $$$$ 3% fee Premium Service $$ $ Premium Service Mockup $$ Advertisements $$ Team17_Page 17/22
  • 18. What We Have Learned So Far • College/B-school students have robust demand for mock interview partners (particularly for case interviews) • Customers are willing to pay a premium to conduct mock interviews with peers who have ex experience (including work/ internship, or just interviews, etc) in target industries • Potential interest from strategic partners (85 Broads for instance) and advertisers (WeHire)validated Team17_Page 18/22
  • 19. Next Steps • Build an Demo • Continue to test customer segments • Meeting with strategic partners (appointment with 85 Broads already set up) to discuss go-to-market opportunities • Research user acquisition costs • Deep dive on revenue stream segmentation Team17_Page 19/22
  • 20. Segment Size -US Market Appendix Team17_Page 20/22
  • 21. Segment Size -US Market US college and grad students Need mock interviews Total: 17.5 M 1 60%2 Served: 10.5 M 50%2 Target: 4.2 M Willing to pay for service 1. National Center for Education Statistics, Digest of Education Statisti 4/28/2013 2. Mockup Survey, 1/17/14 21/22 Team17_Page
  • 22. Archetype of Customers Value Proposition: - Free Peer-to-Peer mock interviews Able to connect with partners across the country Case Bank Junior@Stanford Preping for case interviews Junior@Columbia Preping for case interviews - Value Proposition: Senior@NYU Preping for IBanking interviews MBA student @Tuck with previous wall street experience Interviewees gets valuable suggestions Interviewers find a way to help young students and earn pocket money Team17_Page 22/22