Table of Contents
Executive summary 3
Introduction 3
Communication strategy purpose 4
4
Value Creation and Delivery 4
Functional Value 5
Emotional Value 5
Social Value 5
Unique Selling Proposition 5
Product differentiation 6
Communications strategy 6
4Ps- Positioning, pricing, promotion and distribution 6
Product 6
Pricing 7
Place 7
Promotion 7
Social Media Marketing 7
Search Engine Optimisation 8
Offline campaigns 8
Online Webinars 8
5 Cs 9
STP 10
Communications examples 10
@ CA Fresher vertical 10
@ CA Lateral segment 11
@ CA CFO 11
@ CA Retired 11
@ CA Freelance 11
@Graduates and other finance professionals 11
High level of customer satisfaction 11
Communications control and Management 12
References 14
Executive summary
We want to be a leading recruitment business servicing specialist markets in this space, from entry positions in organizations to the lateral positions leading to the CFO rung. We also seek to cater to Company Secretary, Cost Management Accountant, CFA, MBA (Finance) and Commerce graduate positions. We would also have a vertical for internship positions such as CA articleship and Industrial Training
Our BHAG (Big Heavy Audacious Goal) is to become the one stop provider for CA jobs across the country. In 10 years from now, when companies and candidates think of recruitment for CAs, they should think of only cajobportal.com. The moment a student enrolls for the CA course, he should register on our website. We support him across all phases of career leading up to his post retirement life. . We also plan to foray into other related segments such as Company Secretaries, Cost Accountants, CFAs, Commerce Graduates and well as Internships/Final Placements MBA colleges, especially the Tier 2 and Tier 3 ones.
Introduction
Chartered Accountants form the backbone of the Accounting & Finance function of any company. With increasing globalization, a host of avenues have opened for them in the consulting, transfer pricing, M&A and KPO space. Thus we want to straddle the pyramid for the entire CA space
Leveraging our success in CA space, we would invariably morph into job portal for finance professionals like CS, CFA, FRM, MBA (Finance) from Tie 2 and Tier 3 college { Tier 1 colleges generally have 100% placement) and Commerce graduate.
We also have envisaged a training vertical to cater to the finishing school needs for young professionals before they enter the job market.
Communication strategy purpose
So we achieve to fulfill this through the following
Value Creation and Delivery
Functional Value
cajobportal.com acts a one stop provider of solutions in the recruitment space. Clients are assured of customized solutions and only premium postings in the website. Recruiters are assured of getting candidates screened by domain experts and having undergone psychometric tests organized by us. This eliminates the need for the initial screening, leading to substantial savings in time and cost.
Emotional Value
It acts as the go-to place for a CA student from the time he enters the course curriculum at the age of 20 to the end of his career. There is a substantial degree of attachment with the institution that facilitated your first job and we seek to leverage that emotional connect and create brand loyalty.
Social Value
The company also would gain considerable respect in society for helping people from humble economic backgrounds and not having informal referral networks to help get jobs.
Unique Selling Proposition
The USP would be the connect that the company establishes with the candidate and employers through a bouquet of service offerings that are designed to serve multiple and diverse needs.
Product differentiation
Our company would be offering standard solutions at lower costs and also charge premium for customized offerings such as ‘Freemium’ services from companies. There is also a potential to charge from the job seeker as well but we haven’t factored that into our revenue models so far.
Communications strategy
The strategy is to engage with candidates and the HR of companies
4Ps- Positioning, pricing, promotion and distribution
Product
We would have a job portal for Chartered Accountants, currently just a job board. Going forward, enhance the utility of the website through resume database and dynamic search capabilities as well as foray into revenue generating verticals related to CA education and soft skills
Pricing
The current revenue model is through Google Adsense which pays on a cost per click (CPC) basis. Recently the company has tied up with the Bangalore based media agency, Dataworkz promoted by IIMA alumni – Mr Senthil Govindan for paid advertising. It is also tied up as an Affiliate Partner of flipkart.com and would get commission on sales on flipkart.com routed through cajobportal.com
Listing Fee from employers at penetration pricing
Advertisement Revenue better than at Google specified rates
Place
cajobportal.com already has a good traction in the online space. We would control the Kolkata territory through our as well as branch offices under franchisee mode. We
Promotion
Value Communication through the following:
Social Media Marketing
The company has been actively using Facebook, Twitter and Linked to drive traffic. We have a Facebook page with 1000+ followers, Facebook Group with 7000+ followers etc
Search Engine Optimisation
It is currently not using SEO which is an imperative in the current competitive environment. We propose to start that in Q1 FY 16.
Offline campaigns
At coaching centres and colleges to create Awareness
Association with CII and FICCI events would help us gain visibility across industry circle
Complimentary career counseling workshops
Online Webinars
Webinars on career counseling as well as technical topics would help us gain
(KSRE, 2013)
5 Cs
STP
Communications examples
The communication will seek to address the Customer Need across the verticals
@ CA Fresher vertical
The customer is a CA student at various stages of his academic course where he needs external aid w.r.t. searching the right form for articleship and Industrial Training as per ICAI norms. Post qualification, he needs guidance on what would be the appropriate industry to start with. Since this is an off-campus course, there is a lot of ambiguity surrounding placements. Similarly startups and SMEs who are scaling up cannot afford to pay high CTCs to candidates as well one month salary to consultants. But they surely need a finance professional (either full time or project basis). We seek to address this gap in the market through our Tier 2 and Tier 3 buckets.
@ CA Lateral segment
There is a segment one which gets stuck in the wrong first job and thus makes a move within the first year. This could be like someone who gets a job in Internal Audit in Wipro and soon realizes that this is not his cup of tea. Wants to make a move to Corporate Finance but cannot rely on traditional websites like naukri.com which do not offer customized solutions and where job leads come into your inbox based on keywords in your uploaded resume. This is a huge gap that we seek to address.
@ CA CFO
A person seeking a change at CFO level cannot post his resume on naukri.com. Consultants in many cases are restricted to specific cities or zones.
He has to move through trusted advisers. We seek tremendous opportunity in this space through our mix of online as well as physical presence.
@ CA Retired
There are senior finance professionals who retire from PSUs or large private companies at Senior Manager or GM levels. They have 5-10 years of fire in their belly and could be invaluable for SMEs as consultants on retainer basis. We seek to connect the two ends of the market. Further there is a satisfaction element in helping our senior citizen being engaged productively. This is also an identified gap in the market
@ CA Freelance
A number of CA students as well as professionals would seek to supplement their earnings through freelance work. Similarly there are companies which do not want a fixed cost of payroll. This is also an identified gap in the market
@Graduates and other finance professionals
There is a huge gap in the market for graduate jobs. Even today, there are thousands of Commerce graduates who do not pursue professional courses because of aptitude or family problems such as finances. There is a lot of information asymmetry in this market and desperation levels are really high.
Candidates desperately search for one job; job consultants are not interested due to lower CTC and companies need such talent that can be made operationally efficient through training but are unable to find.
We seek to actively operate in this space through the proposed launch of graduatejobportal.com
High level of customer satisfaction
Based on our limited experience in the last year, we have got a feedback that the quality of our customized offering is far superior to that of competition; be it for the USD 40 bn Aditya Birla Group or an Udaipur based SME.
The fresher community, especially in Tier 2 and Tier 3 buckets has a high loyalty base as we have offered them customized solutions in a job recessionary environment. A number of them owe their employment to us
Communications control and Management
The website will be as follows
There are 8 sources of revenue through the 8 verticals and 3 sources through Advertisement and Corporate Training
• CA Articleship
• CA Industrial Training
• CA Fresher Jobs
• CA Lateral Recruitment
• CA CFO Jobs
• CA Retired
• CS/CWA/CFA/FRM/MBA (Finance)/B.Com
• CA Freelancer
• Advertisement from Google Adsense
• Advertisement from banners
• Training
Core Business:
B2B revenues (from Recruiters)
Resume Database Access, Job listing/ response management, Employer branding/ Visibility, Other - Resume short-listing and screening, career site manager, campus recruitment and non-recruitment advertising other than for jobs
B2C revenues (from Client)
Services-Resume, Freemium Services
Diversification-Related:, CS & CWA Segments and also Education, Selling books online, marketing e-learning material, Paying Guest, Training for soft skills (not factored in current projections)
References
KSRE. (2013). Communciations Strategy. Retrieved December 14, 2014, from KSRE: https://blogs.ksre.ksu.edu/cs/files/2013/04/CommunicationStrategy.jpg?file=2013/04/CommunicationStrategy.jpg
Executive summary
www.cajobportal.com wants to be a leading recruitment business servicing specialist markets in this space, from entry positions in organizations to the lateral positions leading to the CFO rung. We also seek to cater to Company Secretary, Cost Management Accountant, CFA, MBA (Finance) and Commerce graduate positions. We would also have a vertical for internship positions such as CA articleship and Industrial Training
Our BHAG (Big Heavy Audacious Goal) is to become the one stop provider for CA jobs across the country. In 10 years from now, when companies and candidates think of recruitment for CAs, they should think of only cajobportal.com.
Now we are going to approach Venture Capitalist to get funds worth Rs 20 lacs for a 10% stake in cajobportal.com.
The purpose of this paper is to plan the appropriate strategy to showcase to them that well t have a robust business plan with all the financials
Internally we have the CEO who manages the flow of information.
Since the information is the lifeline of the business, we regulate the flow of information so that an employee has only that my data as is required for effective discharge of his/her functions.
The external communication will be managed by CFO who will address all concerns of stakeholders about whether or not the business will be profitable, whether they will get returns on their money invested etc.
Introduction
The purpose of this paper is to plan the appropriate strategy to showcase to them that we have a robust business plan with all the financials and that they will earn good profits on their investments.
Communication strategy purpose
For the investment, we will choose only the reputed VCs in India
• Accel Partners India
• August Capital Partners
• Helion Venture Partners
• IFCI Venture Capital Funds
• Incube Connect Fund
• India Innovation Investors
• InfraCo Asia Development Pte Ltd.
• Inventus (India) Advisory Company
• Nexus India Capital
• Reliance Venture
• Sequoia Capital
• Srijan Capital
• Trident Capital
We have to create an impression in the minds of investors that we have an effective strategy of communication with our business partners
So we achieve to fulfill this through the following
It must be noted that we will control the flow of information in the following manner
Investors
(Source: Business Case Studies)
We will supply this data to the investors
Communications strategy
Internal Communication
Newsletters
Inter personal communication and Board Meetings
Emails and memos
Weekly Meetings
External Communication
PPTs and Corporate Brochures
Press Conferences
Investors
The strategy for business would be to engage with candidates and the HR of companies
Value Communication through the following:
• Social Media Marketing
• Search Engine Optimization
• Offline campaigns
• Online Webinars
Communications examples
High level of customer satisfaction
We will show investors that we already have high levels of satisfaction. Based on our limited experience in the last year, we have got a feedback that the quality of our customized offering is far superior to that of competition; be it for the USD 40 bn Aditya Birla Group or an Udaipur based SME.
The fresher community, especially in Tier 2 and Tier 3 buckets has a high loyalty base as we have offered them customized solutions in a job recessionary environment. A number of them owe their employment to us
Communications control and Management
Website
There are 8 sources of revenue through the 8 verticals and 3 sources through Advertisement and Corporate Training
• CA Articleship
• CA Industrial Training
• CA Fresher Jobs
• CA Lateral Recruitment
• CA CFO Jobs
• CA Retired
• CS/CWA/CFA/FRM/MBA (Finance)/B.Com
• CA Freelancer
• Advertisement from Google Adsense
• Advertisement from banners
• Training
Core Business:
B2B revenues (from Recruiters)
Resume Database Access, Job listing/ response management, Employer branding/ Visibility, Other - Resume short-listing and screening, career site manager, campus recruitment and non-recruitment advertising other than for jobs
B2C revenues (from Client)
Services-Resume, Freemium Services
Diversification-Related:, CS & CWA Segments and also Education, Selling books online, marketing e-learning material, Paying Guest, Training for soft skills (not factored in current projections)
Projected Financials
Initial Investment: Rs 20 lacs in form of working capital infusion, to be repaid by end of year 1.
(Model prepared on ‘real’ basis and thus no price increase/inflation assumptions)
References
KSRE. (2013). Communciations Strategy. Retrieved December 14, 2014, from KSRE: https://blogs.ksre.ksu.edu/cs/files/2013/04/CommunicationStrategy.jpg?file=2013/04/CommunicationStrategy.jpg
Executive summary 3
Introduction 3
Communication strategy purpose 4
4
Value Creation and Delivery 4
Functional Value 5
Emotional Value 5
Social Value 5
Unique Selling Proposition 5
Product differentiation 6
Communications strategy 6
4Ps- Positioning, pricing, promotion and distribution 6
Product 6
Pricing 7
Place 7
Promotion 7
Social Media Marketing 7
Search Engine Optimisation 8
Offline campaigns 8
Online Webinars 8
5 Cs 9
STP 10
Communications examples 10
@ CA Fresher vertical 10
@ CA Lateral segment 11
@ CA CFO 11
@ CA Retired 11
@ CA Freelance 11
@Graduates and other finance professionals 11
High level of customer satisfaction 11
Communications control and Management 12
References 14
Executive summary
We want to be a leading recruitment business servicing specialist markets in this space, from entry positions in organizations to the lateral positions leading to the CFO rung. We also seek to cater to Company Secretary, Cost Management Accountant, CFA, MBA (Finance) and Commerce graduate positions. We would also have a vertical for internship positions such as CA articleship and Industrial Training
Our BHAG (Big Heavy Audacious Goal) is to become the one stop provider for CA jobs across the country. In 10 years from now, when companies and candidates think of recruitment for CAs, they should think of only cajobportal.com. The moment a student enrolls for the CA course, he should register on our website. We support him across all phases of career leading up to his post retirement life. . We also plan to foray into other related segments such as Company Secretaries, Cost Accountants, CFAs, Commerce Graduates and well as Internships/Final Placements MBA colleges, especially the Tier 2 and Tier 3 ones.
Introduction
Chartered Accountants form the backbone of the Accounting & Finance function of any company. With increasing globalization, a host of avenues have opened for them in the consulting, transfer pricing, M&A and KPO space. Thus we want to straddle the pyramid for the entire CA space
Leveraging our success in CA space, we would invariably morph into job portal for finance professionals like CS, CFA, FRM, MBA (Finance) from Tie 2 and Tier 3 college { Tier 1 colleges generally have 100% placement) and Commerce graduate.
We also have envisaged a training vertical to cater to the finishing school needs for young professionals before they enter the job market.
Communication strategy purpose
So we achieve to fulfill this through the following
Value Creation and Delivery
Functional Value
cajobportal.com acts a one stop provider of solutions in the recruitment space. Clients are assured of customized solutions and only premium postings in the website. Recruiters are assured of getting candidates screened by domain experts and having undergone psychometric tests organized by us. This eliminates the need for the initial screening, leading to substantial savings in time and cost.
Emotional Value
It acts as the go-to place for a CA student from the time he enters the course curriculum at the age of 20 to the end of his career. There is a substantial degree of attachment with the institution that facilitated your first job and we seek to leverage that emotional connect and create brand loyalty.
Social Value
The company also would gain considerable respect in society for helping people from humble economic backgrounds and not having informal referral networks to help get jobs.
Unique Selling Proposition
The USP would be the connect that the company establishes with the candidate and employers through a bouquet of service offerings that are designed to serve multiple and diverse needs.
Product differentiation
Our company would be offering standard solutions at lower costs and also charge premium for customized offerings such as ‘Freemium’ services from companies. There is also a potential to charge from the job seeker as well but we haven’t factored that into our revenue models so far.
Communications strategy
The strategy is to engage with candidates and the HR of companies
4Ps- Positioning, pricing, promotion and distribution
Product
We would have a job portal for Chartered Accountants, currently just a job board. Going forward, enhance the utility of the website through resume database and dynamic search capabilities as well as foray into revenue generating verticals related to CA education and soft skills
Pricing
The current revenue model is through Google Adsense which pays on a cost per click (CPC) basis. Recently the company has tied up with the Bangalore based media agency, Dataworkz promoted by IIMA alumni – Mr Senthil Govindan for paid advertising. It is also tied up as an Affiliate Partner of flipkart.com and would get commission on sales on flipkart.com routed through cajobportal.com
Listing Fee from employers at penetration pricing
Advertisement Revenue better than at Google specified rates
Place
cajobportal.com already has a good traction in the online space. We would control the Kolkata territory through our as well as branch offices under franchisee mode. We
Promotion
Value Communication through the following:
Social Media Marketing
The company has been actively using Facebook, Twitter and Linked to drive traffic. We have a Facebook page with 1000+ followers, Facebook Group with 7000+ followers etc
Search Engine Optimisation
It is currently not using SEO which is an imperative in the current competitive environment. We propose to start that in Q1 FY 16.
Offline campaigns
At coaching centres and colleges to create Awareness
Association with CII and FICCI events would help us gain visibility across industry circle
Complimentary career counseling workshops
Online Webinars
Webinars on career counseling as well as technical topics would help us gain
(KSRE, 2013)
5 Cs
STP
Communications examples
The communication will seek to address the Customer Need across the verticals
@ CA Fresher vertical
The customer is a CA student at various stages of his academic course where he needs external aid w.r.t. searching the right form for articleship and Industrial Training as per ICAI norms. Post qualification, he needs guidance on what would be the appropriate industry to start with. Since this is an off-campus course, there is a lot of ambiguity surrounding placements. Similarly startups and SMEs who are scaling up cannot afford to pay high CTCs to candidates as well one month salary to consultants. But they surely need a finance professional (either full time or project basis). We seek to address this gap in the market through our Tier 2 and Tier 3 buckets.
@ CA Lateral segment
There is a segment one which gets stuck in the wrong first job and thus makes a move within the first year. This could be like someone who gets a job in Internal Audit in Wipro and soon realizes that this is not his cup of tea. Wants to make a move to Corporate Finance but cannot rely on traditional websites like naukri.com which do not offer customized solutions and where job leads come into your inbox based on keywords in your uploaded resume. This is a huge gap that we seek to address.
@ CA CFO
A person seeking a change at CFO level cannot post his resume on naukri.com. Consultants in many cases are restricted to specific cities or zones.
He has to move through trusted advisers. We seek tremendous opportunity in this space through our mix of online as well as physical presence.
@ CA Retired
There are senior finance professionals who retire from PSUs or large private companies at Senior Manager or GM levels. They have 5-10 years of fire in their belly and could be invaluable for SMEs as consultants on retainer basis. We seek to connect the two ends of the market. Further there is a satisfaction element in helping our senior citizen being engaged productively. This is also an identified gap in the market
@ CA Freelance
A number of CA students as well as professionals would seek to supplement their earnings through freelance work. Similarly there are companies which do not want a fixed cost of payroll. This is also an identified gap in the market
@Graduates and other finance professionals
There is a huge gap in the market for graduate jobs. Even today, there are thousands of Commerce graduates who do not pursue professional courses because of aptitude or family problems such as finances. There is a lot of information asymmetry in this market and desperation levels are really high.
Candidates desperately search for one job; job consultants are not interested due to lower CTC and companies need such talent that can be made operationally efficient through training but are unable to find.
We seek to actively operate in this space through the proposed launch of graduatejobportal.com
High level of customer satisfaction
Based on our limited experience in the last year, we have got a feedback that the quality of our customized offering is far superior to that of competition; be it for the USD 40 bn Aditya Birla Group or an Udaipur based SME.
The fresher community, especially in Tier 2 and Tier 3 buckets has a high loyalty base as we have offered them customized solutions in a job recessionary environment. A number of them owe their employment to us
Communications control and Management
The website will be as follows
There are 8 sources of revenue through the 8 verticals and 3 sources through Advertisement and Corporate Training
• CA Articleship
• CA Industrial Training
• CA Fresher Jobs
• CA Lateral Recruitment
• CA CFO Jobs
• CA Retired
• CS/CWA/CFA/FRM/MBA (Finance)/B.Com
• CA Freelancer
• Advertisement from Google Adsense
• Advertisement from banners
• Training
Core Business:
B2B revenues (from Recruiters)
Resume Database Access, Job listing/ response management, Employer branding/ Visibility, Other - Resume short-listing and screening, career site manager, campus recruitment and non-recruitment advertising other than for jobs
B2C revenues (from Client)
Services-Resume, Freemium Services
Diversification-Related:, CS & CWA Segments and also Education, Selling books online, marketing e-learning material, Paying Guest, Training for soft skills (not factored in current projections)
References
KSRE. (2013). Communciations Strategy. Retrieved December 14, 2014, from KSRE: https://blogs.ksre.ksu.edu/cs/files/2013/04/CommunicationStrategy.jpg?file=2013/04/CommunicationStrategy.jpg
Executive summary
www.cajobportal.com wants to be a leading recruitment business servicing specialist markets in this space, from entry positions in organizations to the lateral positions leading to the CFO rung. We also seek to cater to Company Secretary, Cost Management Accountant, CFA, MBA (Finance) and Commerce graduate positions. We would also have a vertical for internship positions such as CA articleship and Industrial Training
Our BHAG (Big Heavy Audacious Goal) is to become the one stop provider for CA jobs across the country. In 10 years from now, when companies and candidates think of recruitment for CAs, they should think of only cajobportal.com.
Now we are going to approach Venture Capitalist to get funds worth Rs 20 lacs for a 10% stake in cajobportal.com.
The purpose of this paper is to plan the appropriate strategy to showcase to them that well t have a robust business plan with all the financials
Internally we have the CEO who manages the flow of information.
Since the information is the lifeline of the business, we regulate the flow of information so that an employee has only that my data as is required for effective discharge of his/her functions.
The external communication will be managed by CFO who will address all concerns of stakeholders about whether or not the business will be profitable, whether they will get returns on their money invested etc.
Introduction
The purpose of this paper is to plan the appropriate strategy to showcase to them that we have a robust business plan with all the financials and that they will earn good profits on their investments.
Communication strategy purpose
For the investment, we will choose only the reputed VCs in India
• Accel Partners India
• August Capital Partners
• Helion Venture Partners
• IFCI Venture Capital Funds
• Incube Connect Fund
• India Innovation Investors
• InfraCo Asia Development Pte Ltd.
• Inventus (India) Advisory Company
• Nexus India Capital
• Reliance Venture
• Sequoia Capital
• Srijan Capital
• Trident Capital
We have to create an impression in the minds of investors that we have an effective strategy of communication with our business partners
So we achieve to fulfill this through the following
It must be noted that we will control the flow of information in the following manner
Investors
(Source: Business Case Studies)
We will supply this data to the investors
Communications strategy
Internal Communication
Newsletters
Inter personal communication and Board Meetings
Emails and memos
Weekly Meetings
External Communication
PPTs and Corporate Brochures
Press Conferences
Investors
The strategy for business would be to engage with candidates and the HR of companies
Value Communication through the following:
• Social Media Marketing
• Search Engine Optimization
• Offline campaigns
• Online Webinars
Communications examples
High level of customer satisfaction
We will show investors that we already have high levels of satisfaction. Based on our limited experience in the last year, we have got a feedback that the quality of our customized offering is far superior to that of competition; be it for the USD 40 bn Aditya Birla Group or an Udaipur based SME.
The fresher community, especially in Tier 2 and Tier 3 buckets has a high loyalty base as we have offered them customized solutions in a job recessionary environment. A number of them owe their employment to us
Communications control and Management
Website
There are 8 sources of revenue through the 8 verticals and 3 sources through Advertisement and Corporate Training
• CA Articleship
• CA Industrial Training
• CA Fresher Jobs
• CA Lateral Recruitment
• CA CFO Jobs
• CA Retired
• CS/CWA/CFA/FRM/MBA (Finance)/B.Com
• CA Freelancer
• Advertisement from Google Adsense
• Advertisement from banners
• Training
Core Business:
B2B revenues (from Recruiters)
Resume Database Access, Job listing/ response management, Employer branding/ Visibility, Other - Resume short-listing and screening, career site manager, campus recruitment and non-recruitment advertising other than for jobs
B2C revenues (from Client)
Services-Resume, Freemium Services
Diversification-Related:, CS & CWA Segments and also Education, Selling books online, marketing e-learning material, Paying Guest, Training for soft skills (not factored in current projections)
Projected Financials
Initial Investment: Rs 20 lacs in form of working capital infusion, to be repaid by end of year 1.
(Model prepared on ‘real’ basis and thus no price increase/inflation assumptions)
References
KSRE. (2013). Communciations Strategy. Retrieved December 14, 2014, from KSRE: https://blogs.ksre.ksu.edu/cs/files/2013/04/CommunicationStrategy.jpg?file=2013/04/CommunicationStrategy.jpg
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