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Who are the Gurus? Launched Dec 1999 -Guru.com. . *Independent Professionals (IPs) could search for projects or for other IPs (Called ¶Gurus·) to help them handle complicated jobs. Industry Standard. Other Offerings!! Back-office support.matching services between employers seeking professional expertise and companies posting projects. Monster.com. Web Hire. Business Model . Distribution partners of Guru. Macromedia. Well educated and Independent. Career guidance & Discounts on various insurances (Health).com¶s. Consultations on all aspects of running a solo business. Talent Market iNiku (a division of Niku).com. Age group of Individual Professionals 25 ± 55 registered with Guru. Tax Guidance. eLance and eWork.com¶s include Fast Company. online store offered products and services. Dev X. The Competition: Freeagent. an online marketplace for freelance talent.
focussed only on IPs. 3000 Number of Registrations ² To begin with. The growth in page views. and new projects was close to 17% per week. December 1999 ² 40 Employees. also offered free-bees for signing to the site. and in turn became referrals by spreading positive word-of-mouth. new hirers.com provided quality service to customers.1 million ´find workµ pageviews yielding 44 pageviews per guru per month. Based on the study by Guru. it was observed that about 73% of hirers had rated their experience with the site as excellent or good. by and for Gurusµ. A preview site was launched. The Goal: To achieve 400. as majority of the customers were satisfied. 3000 people were hired in a matter of a week! After successful start . Greylock and August Capital.Gurus started registering at a rate of 24. . November 1999.The Journey! Motto -´Of. 35000 registered Gurus and 2500 registered hiring companies. the team closed second financing round raising $16 million from capital firms.000 gurus registered by end of 2000 from 105. This proved that Guru.000 per month and generating 1.000 by Feb 2000. Visitors to the site had turned an average of 11 pageviews per session.com.
. Number of outsourced projects expected to increase from 20mn to 50mn Ranks of contractors were set to increase from 21% of US workforce to 41% in 2010 Number of Guru·s signing per week ² 6000.com were expected to rise from 1 billion now to 2 billion by 2005 By 2000 Free agent. the market had 10000 employers vying for the project seekers which was almost to the tune of 143000 in total. Revenues of talent facilitators such as Guru. The Market! The business of outsourcing was growing with companies expected to spend up to 81 billion in 2003 from a figure of 51 billion five years back. and it was very important to attract good projects to keep them engaged.com expected to have 150000 registered users.The Competition.
Contacted research community and established ties with analysts at Forrester and Jupiter to define the IP movement and speak for the category.com the bulk of focus was on offline marketing such as events and public relations. The idea was primarily to build communities and brand awareness. The Way We Do It! ² The Offline Campaign . Held series of gatherings and personal meeting sessions with the Gurus (around 5000 gurus overall)to understand who the customers were and what they wanted.com to verify their research findings. magazine tracing Guru. As part of their offline event strategy.Post launch of the preview site. Generated 250million media impressions. the company had launched the First Guru Awards. Featured in MSNBC. through articles in Newsweek and USA Today. It also helped Guru. Guru.com.com·s venture financing experience. and a long featured story in Inc. which give it exposure and proved to be a low-cost way to get customers. in Wired and the Industry Standard positioning as experts on the new independent lifestyle.
The Number Game! Costs Associated with the Offline Campaign Award Event $300. on-line ads and print direct email : $500.000 per month Average cost of acquiring a Guru : $15 Average cost of acquiring a hirer (company) : $74 .000 E-mail.
000 members to 105.000 members though only 10% of the registered members were hirers.And What do the Numbers Say? Observation Increase in the number of members (gurus and hirers) from 77. Lower number of projects would lead to lack of specialty skills or location mapping again summing to reduced Gurus. . The average of (%guru/%hirer) from existing members to new members was approximately same and eventually decreased in Fiscal year 2000 and Fiscal year 2001 (96/4) Challenge in keeping the Gurus stay active for a longer time with lower number of potential projects will eventually lead to contraction in the number of Gurus. Declining average acquisition cost from $51 from January though it was fluctuating over a period from Jan to June with average remaining at 50%.
com through their survey realise the proportion of hirers to gurus is diminishing. .Identifying the Problem Guru. is also a concern for Guru. They seem to have a confusion over the right channel to deliver the message.com·s business.com To Make sure thus adapted marketing strategy is within the outlined budget of $12Million. The need to decide over the right medium as soon as possible. Therefore it requires a strong marketing strategy to a) keep the business afloat b) to win over the competition Guru. This may result in lesser number of projects and eventually affect Guru.com needs to deliver the right message to its target sector.
research and sending emails.com Around 51% of the population use the Internet to learn about their profession. Internet Not the most visible and effective medium for branding .Pros The Medium Television Cons Appealing & Visually Exciting Expensive No guarantee of right exposure Will target specific time slots Dependent upon achieving the effective reach and frequency Captive Repeated exposure Maximum Information Dispersion More Economical Print Not as appealing as TV Most rational of all the media for acquisition More than 60% of the gurus fall in the bracket age for Gurus existing in Guru.
Propagate the message that Guru. to the point and notional message which conveys the bundle of offerings from Guru.com.com understand the needs of the gurus and of the people who hire them. aspiration based and inspirational Concentrate more on Hirers to maintain the level of guru-hirer proportion. Sensitive to the traditional corporate America along with being edgy and irreverent to provide services to one and all without being indifferent to any corporation. crisp. Achieve the goal of 400.The Message . The Mission! The objective of the campaign is to create awareness of the guru lifestyle and of the convenience and ease it provides. Message that is simple yet powerful and evocative. Depict a concise. Sell the notion of empowerment for the independent professionals. Message has to be honest.000 registered gurus by end of 2000. .
2M . they would connect with prospective gurus as real. Importantly. Television. Print & Internet. In appropriate proportions with focus on ¶Launching the brand with the underlying message of awareness instead of product·. with a greater focus towards Hirers in order to attain the right balance. We propose the following media plan in order to reach its desired audience.com to communicate their message via multiple media viz. Hence. if they could engage gurus to reflect their experience over these selected media.5M Budget = $ 6M Budget = $ 1. authentic & engaging.The Channel We think it is important for Guru. Early Morning Television Late News Magazines Print Media Newspapers Emails Internet Online Ads Communities Events Award Functions One/Quarter 365 Days 30 Days Budget =$3M Budget = $ 1.
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