This boosted our sponsorship conversions as well.

What worked?
 The data was present in silos with different committees. First this I did was to consolidate the
database and validate the data with the help of the committee members. This data was used for
email campaigns and selection of campus ambassadors.
 I identified the events with low registrations and adapted the content and schedules based on
the feedback from campus ambassadors to avoid clash with their internal events.
 Created mechanisms to interact with the participants and addressed their issues to ensure
increased participation in subsequent rounds.
 Coordinated with the design team to make promotional material and website more intriguing.

3. Imagine a customer emails you saying they just got their apparel and they aren’t happy with the
way it came out. List out the steps you would take. Include any communication you would want to
send to the customer.
Usually complaints have a similar trend
 A product was not as anticipated or an expectation wasn’t met
 The delivery did not happened as scheduled
 The experience was not smooth or appealing
In any event, the client is inconvenienced or worse. By the time the problem is severe enough for the
customer to contact me, they are undoubtedly upset.
Steps:
1. I will dig deeper by asking questions to get to the root of the compliant and decide on the nature
of the problem
2. I will assess the type of customer I’m dealing with
3. I will respond quickly
4. Present him/her with a solution, and follow up on its resolution
5. Document or record the issue so than any trend in similar complaints can be identified

4. Imagine you’re trying to pitch LeafLink on winning their business. Who in the company would you
pitch and what is the email address you would email? Explain how you got to your conclusion. Also
write out your pitch. After your pitch is done, write a few sentences explaining your work.

The following table contains the details of the person whom I would you pitch (in order of preference)
and their corresponding email address. The first pitch will be to Mr. Jacob Goodman who is the Co-
Founder and Director of Sales at Fresh Prints and also the investor in LeafLink. It would give a better
chance of conversion as he has better understanding of the two companies.

S.no Role @ Leaflink Email

1 Investor
2 Brand Marketing Director
3 Head of Business Development
4 Director of Operations, Marketplace
5 Director of Product
jacobgoodman@freshprints.com
becca.schwartz@leaflink.com
jae.park@leaflink.com
claire.moloney@leaflink.com
hostos.monegro@leaflink.com

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 6 Support support@leaflink.com

Pitch:

Hey Jacob,
Nobody likes cold emails, do they? So here is photo of me in Leaflink t-shirt, to make the conversation
less awkward.

(Sample picture)
Anyway this is what we do (as you already know) – print fantastic quality t-shirts at a great price for
companies. Our website makes it easy for ordering shirts for events and teams. You are few clicks away
from designing a shirt which your team will love.

If you need any more information or would like to have a chat with me, just hit reply and I’ll be there.

Thanks for listening!!

Suhas (Inside Sales Associate)

Work post-pitch

Based on the reply, I would decide on the further steps to be taken.

 If the reply is not positive, I would try to convince him by articulating the product options and
advantages with the deal and apply persistent effort to get the job done via follow-up.
 If the reply is positive, I would request the requirements from him and assess their need. I would
validate the requirement by involving key departments/stakeholders from Fresh Prints, and
decide on the way forward. Once the order is committed, I would request for Purchase order
and constantly follow up the progress of the order.

5. After experimenting with outbound email campaigns, you’ve found that a typical conversion funnel
looks like this:

a. 50% open rate

b. 15% reply rate (replies/contacts)

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 c. 4% interest rate (interested prospects/contacts)
d. 40% of the interested prospects convert into orders (converted orders/interested
prospects)
You know that the average order value is $1,200. How many contacts would you need to include
in your campaign to expect $50,000 in sales. Please show your work.
Can you also describe how you would systematically find that many contacts to make a campaign
of that scale possible? 

Required number of orders = 50000/1200

= 42 orders
Contacts to be included in campaign to reach expected sales = 42/ (0.5*0.15*0.04*0.4)
= Atleast 35,000 contacts
Collecting Emails
Different touch points for collecting data for email campaign are
 Mining on LinkedIn (Professional audience: company executives, channels members)
 Data collection from websites and secondary research
 Partnering with college events by offering kind sponsorship and get access to the registration
database
 Incentivizing: offering something of value in exchange for a few details
 Crate a loyalty program tailored to different customer segments
 Data from customer service or support interactions
Execution
The goal of this email campaign is to get people to purchase the product.
 Google Analytics can be used to set up website-based goals in its interface to know whether
people visited a certain page, filled out a certain form on the site, etc.
 Email management services like Mailchimp can be used to manage and segment the recipient
lists as well as to know how many people actually open the emails and click on the links inside.
 To increase the email open rate, the subject line need to made intriguing.
 High open rate is a good sign but it does not translate into income always. The content strategy
needs to be changed to increase the reply or interest rate.
 The call to action should be clear so that they know why they are being directing to website and
where they need to click to get there.
 Behavior Flow of the visitors can be monitored via Google Analytics. This will indicate which
other pages users navigate to from their landing page. It will also give information about how
many people left the site on a certain page. This can be used to optimize landing page and
create persuasive design or content.

6. What personal improvement are you most proud of? How did you make that improvement?

My time at I understood the benefit of marginal gains. I had a habit of focusing excessively on think I like
and neglecting the rest, which left me at the borderline from the target. MBA offers serendipity to learn
from peers and one should be open to capture the moment.  I would like to explain the improvements
made using examples.
 The habit of excessive focus on few continued in the 1 st semester of MBA. I was determined to
change this habit so I put in my best to give equal effort to all subjects in 2 nd semester and made
marginal improvement in smallest of the tasks. The indicator for the improvement are my
grades: [7.8 (I) -> 8.5(II) -> 9.3 (III)]

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 I was able to replicate these things during my internship at Vehant Technologies. During the task
of lead, the approach to my process was not giving enough results and the leads were turning
out to be a dead end. With minor tweaks like segregating the leads, making shorter but valid
targets proved to be productive and the conversion rate also increased.