BLD505 Strategic Business Planning

Recruitme is a platform that bridges the gap between businesses and students. As developers, our goal is to ensure that students receive a head start in their careers by utilising the Recruitme platform which aims to provide jobs, internship and industry placement opportunities. In a greater scale, Recruitme seeks to improve the unemployment rate by providing the experience, through the mentioned opportunities, most students and graduates require, and most businesses seek.

This will be achieved by creating opportunities for students and graduates by allowing users to create profiles with their current experience, job profiles and CV information. Our database may cross check business details with existing databases for necessary validation.

Recruitme will be created as a mobile application for both Android and iOS platforms. User profiles will be broken into two separate databases, consisting of both students/graduates and businesses. The application will allow, as a minimum, for users to create and edit their profiles with built in forms. The application will show relevant placement opportunities to student/graduate profiles based on their preferences and details, and likewise, relevant student/graduate profiles to business profiles based on their preferences and details within a grid of nine (on Android and iOS devices).

Similarly, to Tinder, User profiles can swipe left to ‘decline’ (which means the User has no interest in the opportunity), or right swipe to ‘accept’ (which means the User is interested in the Opportunity. Student/graduate and business profiles in which a right swipe, or ‘accept’, is registered for both profiles will be ‘matched’, with a notification of the placement/student match to the business profile, and vice versa, giving Users the opportunity to react to the match through further correspondence within the applications messenger function. Furthermore, opportunities within the grid (whether students/graduates for businesses, or job, internship or industry placement opportunities for students/graduates to scout through)  will only be displayed for student/graduate profiles whose profile matches the key selection criteria of the businesses advert (Burke, 2013).

Businesses will have access to a separate portal, that will run through a website. This will simply allow business profiles to more effectively identify those student users they have matched with, and to which opportunity posting that student has matched to. Furthermore, business users can communicate with student’s users through the website portal, providing even greater accessibility for those recruitment staff utilising Recruitme.

It is well known that companies are looking for graduates that can benefit the company itself and the community around it. Understanding that in the age of technology, mobile marketing succeeds on its convenience, simplicity and proximity (Royer, S 2012). Recruitme will aim to incorporate those ideals without any drop-in quality.

Product and pricing for Recrtume is broken down under strategy (Helms & Nixon, 2010).

The Market

Australia’s Recruitment industry is one of the fastest growing Recruitment industries in the world, providing employers a booming amount of industrial human resources. The economy of Australia is strong and home to several multinational companies. Australia is experiencing a high rate of economic development which has encouraged growth for more business organisations. These organisations require a continuous supply of trained staff to carry out their operations within the Australian market (Almeida et al. 2015).

Besides indigenous Australian companies, the country is already a crucial market for companies from other developed markets like Europe and North America. The economy, in addition, is also attracting expanding companies from emerging markets like Asia and South America. The outcome of emerging presences of companies both based in Australia and abroad has created the foundations for a labour market of quality human resources (Meuleners et al. 2015).

            The graph above shows that the Australian market is experiencing a high rate of employment. A booming Recruitment industry provides organisations with unskilled, semi-skilled and skilled staff in large numbers. Australia is a not only a booming economy, but also one of the most sought-after career destinations. The country, besides its own human resources, attracts many overseas recruiters, in the form of multi-national businesses. Thus, it is the responsibility of the Recruitment industry to ensure that these organisations can acquire appropriate human resources (Almeida et al. 2015). Multinational companies in Australia are increasingly opting for outsourcing their non-core operations to third party employees.

Similarly, there is a rising trend among job seekers in Australia to search for contract-based jobs which allows them to switch from one organisation to the next with minimum legal formality. The Recruitment industry in Australia meets the requirements of both the employers and the employees. The consultancy firms in the Recruitment industry maintain contact with many organisations across sectors and with large pools of prospective employees. They match the requirements and expectations of both the employers and employees. They, in other words, help in the establishment of person and organisation strategic fittings. This enables organisations to reduce their employee turnover and enable employees to gain professional growth through placement acquisition (Hutt & Speh, 2012).

            The Recruitment industry thus plays a significant role in boosting the productivity in the businesses in Australia. The Recruitment industry, additionally plays a great role in bolstering economic development in Australia. In understanding this, Recruitme seeks to enter the market, through the niche of undergraduate and postgraduate opportunities. The demand is great, and Recruitme will utilise innovate technology to deliver recruitment services in a powerfully accessible way (Stevenson, et al., 2008).

The Mission and Objective

Here at Recruitme, we understand that most existing job applications require a minimum 2 or 3 years of experience before eligible to apply. This poses a problem for society, and a problem for Australian students / graduates.  As seen in the report drafted by Australian Bureau of statistics and Graduate careers Australia, 30% of university graduates struggle to get a full-time job and a lot less within their area of study (Employment And Salary Outcomes of Higher Education Graduates, 2018).

So, Recruitme will create a platform that bridges the gap between businesses and students. We aim to ensure that students receive a head start in their careers by utilising the Recruitme platform which aims to provide jobs, internship and industry placement opportunities. In a greater scale, Recruitme seeks to aid the unemployment rate by providing the experience, through the mentioned opportunities, most candidates require, and most businesses seek (Sheth & Sharma, 2008).

It is well known that companies are looking for graduates that can benefit the company itself and the community around it. Understanding that in the age of technology, mobile marketing succeeds on its convenience, simplicity and proximity (Royer, S 2012). Recruitme will aim to incorporate those ideals without any drop off in quality.

Goals

SMART -  WHAT, WHY, HOW< WHERE< WHEN< TO WHOM

Operational

• Open up our office at 121 St Kilda Road in South Melbourne’s 3001 by January 2019
• “Recruitme intends to connect 2000 Australian University students to 100 businesses through jobs, internship and industry placement opportunities by December 01, 2019.
• Follow our project plan and its deadlines to successfully create and launch Recruitme, user ready, by February 2019 (Tofade etc, 2012)

• Use social media platforms like Facebook, Instagram and Linkedin to promote our business, by attaining 1000 connections by January 2019.
• Attain 3 major sponsors who will offer our audience a product discount of 10 – 15% upon sign up by March 2019 (Cutts, L 2018)
• Increase followers of our LinkedIn company page to 250 by the end of the 2019 financial year.

• To operate in our first year of business within our allocated budget of $300,000
• Achieve break even in profits by August 2020

• To have a working relationship with outsourced company SecurityRus in India, if more staff is necessary, limiting the staff to 20 members by February 2019
• Have an Accounts Payables/Accounts Receivable team, if necessary, of 10 by February 2019
• Acquire another 20 businesses for sign-up by December 2020 (Conzemius & O'neill, 2009)

1. Product: & Pricing:  Recruitme will offer a application based platform and is entering a market with competition like Seek INC. The pricing strategy used will me market penetration which means we will start of with competitive prices which will over time increase. The products will be based on two types of categories ‘pay per listing’ and ‘subscription’ the products in itself will be based on different types of tiers which will consist of

 Maximize every opportunity with the largest, most prominent ads and photos. With such focused branding for your agency, it’s no wonder the gold product delivers a greater number of visits compared to Silver listing.

• Advertisement will rotate to the top every 14 days.
• Advertisement stays as a gold tiered property for 30 days
• Advertisement will remain above silver and basic listings within the 30 days.
• Provides 10x more click throughs than an basic level advertisement
• Agency Branding tiles on the search results page with company logo
• Recruiters profile in the search result
• Elevate your job offers to stand out above the crowd. Silver listings features double-sized photos and an interactive photo carousel appeals to the eye and motivates more enquiries than a Standard Property

• Advertisement will remain above basic listings
• Advertisement stays as a silver tiered property for 30 days
• Advertisement will rotate to the top of silver listings every 30 days.
• Provides 4x more click throughs than a basic listing.
• Agency Branding tiles on the search results pageTake your Job advertisements to the next level with basic listings being accessible on mobile, tablet and desktop.

• Photo carousel
• Accessible on all mobile devices
• 30 days rotation to the top of basic listing 

2. Subscription options;

Talent package;

1. Business - 3 months

• 0 gold Credits
• 3 SIlver Credits
• 10 Basic Credits

1. Enterprise - 12 months

• 8 Gold Credits
• 6 Silver Credits
• 30 Basic Credit

3. Place: As Recruitme is an online platform our initial office space/ headquarters will consist of a standard one room office space. This will be in the Melbourne Central Business District (CBD) at Collins Street Tower, 480 Collins Street.

4. Promotions: Social Media, Newspapers, Magazines, Flyers, University portals, corporate systems.
5. Legal

The business will purchase public indemnity insurance to safeguard ourselves from liabilities evident through individuals and businesses using our platform. This insurance will work in accordance with a set of policies and procedures put into place as a means of limiting liability for Recruitme. This includes set framework that highlights once the interview has been arranged through the app Recruitme possesses no responsibility for accidents and incidents occurring through the interviewing process or the users tenure within the potential company (Saunders & Lewis, 2012). 

Through conducting a group analysis on potential business opportunities to partake in, the group was able to decide on entering the Recruitment market. The reasoning behind such a transition was based upon two key principles. We identified that it was of a personal issue to the group members, being students looking for potential internships and graduate jobs and finding it particularly difficult. This personal agenda was is coupled with the recent surge in the education sector of the Australian Government, with free tertiary and subsidised university degrees being on offer. This being said it means there will be a higher volume of active job seekers looking for postgraduate and internship work, meaning they will require a dedicated platform for their needs (Hill, 2008).

In the Australian business scene, there is a huge emphasis on Recruitment, with the economy relying upon it for optimal performance and sustainability. This provides the basis for Recruitment agencies to operate and act as an intermediate to a business actively looking to recruit.  That being said the Recruitment industry in Australia is already quite saturated, with a large volume of physical firms already existent (Schnidman etc, 2017).

The LinkedIn report shows that while a high number of Recruitment agencies are present in Australia, there are large gaps still present in the Recruitment industry. Schnidman discusses that while there are large volumes of Recruitment agencies, there is significant room for entry. While online Recruitment companies like seek and indeed have a strong online presence, the technological front in the Recruitment industry presents proves a strong entry point. Coupling this online presence, that provides reduced costs and time restraints, with the direct access to the

 The Australian market lacks online platforms that provide a cost and time effective service, with detailed screening for members of the database. Current companies provide a physical presence and use older techniques of Recruitment that fail to adopt technological advancements. These classical forms of Recruitment include a physical screening that requires man hours and cost to the business participating in Recruitment. Accompanying this is the process of sourcing and attracting suitable candidates, assuring themselves that they have a large and adequate pool of talent to select from. This is where the opportunity to enter the market presents itself, allowing for online recruiting agencies to not only enter the market but also gain a large portion of the market share (Manuj & Mentzer, 2008). 

Competitors

Through an analysis of the market, we see a large volume of players acting within the Australian market, with the largest being that of Seek with an 84.1% market share (Bailey, 2016). The saturation is largely due to the online sector of Recruitment allowing for job positions to be advertised through international platforms. This means small members of the market are able to act internationally and within the Australian industry due to small barriers of entry. Through research and group discussion, we identified the three largest online Recruitment firms related to our service (Mullins, et al., 2010).

Refer to Appendix A for Competitor Analysis Table.

Barriers and Solutions

For our groups business venture within the chosen industry of online Recruitment, we are faced with minimal to no barriers of entry. There are currently no legal requirements to be met in terms of the start-up itself, the only policies needing to be met are those that safeguard the business from potential lawsuits. Rather the only initial deterrent Recruitme faces is that of gaining the initial cliental. Online Recruitment relies on advertising and reputation, as a business only operates through the recruiting platform if they know their advertisement will have a broad reach to a desirable audience.  This means that an initial barrier faced is that of gaining a reputation amongst the public and chosen audience of students and graduates (Levine, 2002).

The solution Recruitme has identified is that of a targeted marketing strategy that aims at capturing the desired audience, enticing businesses to advertise through our platform. This strategy involves working directly through Universities and gaining direct access to the students themselves, enticing businesses to advertise through us. In tandem with this, we plan on using a broader approach through social media platforms as a means of attracting graduates who may no longer have direct access to the university servers since graduating (Meredith, & Mantel , 2011).

Market Segmentation

Due to the importance of identifying an appropriate target audience for our platform, it is important we conduct a market segmentation. The market segmentation is responsible for identifying appropriate needs and wants of the consumers. Identifying these needs and wants of consumers allows for Recruitme to allocate resources and make appropriate decisions in regard to best benefiting the consumer. This allows the company to gain profitability, sustainability and a larger market share, allowing for future growth and potential for expansion (Kerzner & Kerzner, 2017).

Refer to Appendix B for Market Segmentation Table.

Operational plan

Production

            The mobile based Recruitment application, Recruitme, will offer university student and graduate job seekers in Australia appropriate jobs, and provide employers in the country access to a huge pool of talent. Recruitme will require job seekers and the employers to register on its portal. The candidates would be required to fill in their basic details like job expectations and work experiences (Meskendahl, 2010). Similarly, businesses and organisations would be required to fill in their basic details like the industry they operate in and their preferences for talent (Molano, Bravo and Trujillo 2017). The applicants would, furthermore, be required to utilise valid email ids and mobile numbers on which they would like to receive notifications about ‘matches’. The following are the main products of the Recruitme mobile application:

Products
1. Search portal (as per industry)	1. Unqualified students/ graduates employment search portal 2.    Semi-qualified students/ graduates employment search portal (1-2 years experiences) 3. Qualified students/ graduates employment

            The premises for our development team to manage the Recruitme application would be situated within Melbourne’s Central Business District (CBD) at Collins Street Tower, 480 Collins Street. This will create attraction for the app as many job seekers operate within the CBD, consisting of both national and multinational companies. This will further validate our business.

Area	150m2 (Approx.)
Cost	$ 400-850 per week (approx.) (inclusive of water and gas costs)
Foot traffic	The mobile based Recruitment app would function from CBD.
Proximity to customers	The firm would be able to get access to a large number of job seekers and employers.

            The Recruitme business firm should obtain the business licences and comply with all legal requirements. We will need to acquire advanced programming ensuring compatibility on both iOS and Android devices.

Sales and Marketing Plan

Customers

The customers of Recruitme are business to business and business to consumers, this makes the audience wider and the demographic spread over two different customer types.

Our aim as a business is to help students gain experience in the workplace and by doing so we are going to need experienced business that can hire high volumes of students at a time. Our customers that are businesses will have to be medium to large businesses with an employee number greater than fifteen. Businesses that we aim to target are also companies that directly align with academic courses, for example a marketing agency looking for marketing students (Jacob & Ulaga, 2008).

The customers that are students are not the clients who are going to bring in revenue for the business, this is where Recruitme need to focus on the marketing budget and identify the best tactics that will bring awareness to our brand without overspending. Students are young, and they now live within their phones, marketing tactics such as Facebook and Instagram marketing will aid us in reaching our target market cheaper and quicker.

SWOT Analysis

Recruitme has quite a few strengths, the first strength is that the founders of the company are students. This gives the company an advantage over its competitors as they understand the market and what the market demands at its current state, Recruitme aims to use this advantage via its marketing tactics. Recruitme will use their own employee’s demographics as a way to target the market when advertising on social media channels (Bisk , 2018).

Recruitme also has a strength with the initial start-up investment, with the start-up investment Recruitme is able to leverage the first initial investment ‘boost’ into the business.  The start-up investment will give Recruitme the option to distribute its funds into the areas that it needs it most, this investment will be heavily focused on the product and the marketing aspects of the business.

Weaknesses

Recruitme has weaknesses within the company and in its future endeavours, as an obvious weakness the company has been created by students with limited business experience. Having limited experience with running an organisation the founders of the company will need to quickly adapt to the busy schedule of running the business and juggling university life.

Another weakness of Recruitme will be that the funds are limited until the Recruitme starts to generate revenue, using our financial report our total funds will need to be absorbed correctly until we are creating enough revenue to sustain the overheads of the business.

Opportunities

Recruitme’s opportunities come in spades, the Recruitment and university experience are currently broken. Current recruiters out in the market are now charging employers over $3,500.00 to source a graduate opportunity or internship for businesses, some even charging the students to help find them an internship so that they can obtain experience. Recruitme can capitalize on this opportunity by charging a cheaper rate to employers per advertisement, where are recruiters will be charging per successful applicant.

Universities are also at risk here where the internal service departments are not actively sourcing graduate positions for students, they are only taking opportunities that are approached directly to the university by businesses. Recruitme are going to actively cold call and approach businesses via the marketing tactics mentioned in this report (Helms & Nixon, 2010).

Threats

Recruitme’s threats will be mentioned in a greater detail further in this report, furthermore the main threats that would jeopardise the growth of the company can be the internal departments of universities using the quantity of student’s power against our quantity of students. Universities do have the access to higher performing students and can match these students with the top tier companies within Victoria (Bisk , 2018).

The pricing will work in a structured way, the only revenue that Recruitme will make is from a business. The pricing structure has been created after we have considered all our overheads and our goals for the business to hit within the first 12 months of operating. A business will overall pay a total of $2,000.00 per successful placement of each student, the business will firstly have to deposit $500.00 to gain access to advertising a new position. We take a $500.00 deposit so that the business is unable to log into our system for free and take students details and contact them themselves, this way they are bound by a deposit on each placement.

Students on the other hand will have no payment necessary, as the company is being built by students we understand that money is tight during university life and to be charged to help you find a job is downright ludicrous.

Business Payment schedule:	Amount:
Initial deposit	$500.00
During advertisement	$0.00
Successful placement of student	$1,500.00
Total:	$2,000.00 (Incl GST)

The sales marketing objective is to not only bring awareness to the brand but to also close sales via the marketing funnel. The end goal of the marketing objective is to direct companies and large businesses to our service for a fee, and in doing so we must create awareness about the brand to successfully gain that fee. The objective of the marketing funnel is that it will be used in a systematic form so that any new employee coming into the business can identify the steps involved in the funnel and implement these into their sales tactics.

The sales representatives of Recruitme will have to understand how the leads are coming into the capturing system, this will help identify which systems and platforms are working best so that they can focus their attention towards the platforms. As the sales representatives identify the platforms are working best they can then tailor their sales tactics to these demographics, for example if our leads are mostly coming from Facebook, then our sales team understands that more content needs to be distributed onto the platform for them to hit their sales targets (Hutt & Speh, 2012).

Structure and management

Organisational structure

All team member will be responsible for the profit and loss resulted. Also, we will hire ourselves to be the workers in running this business in order to reduce the cost of operating and designing the application. Plus, one to two years after the success of this business there will be several adjustments to improve the application growth, name and success of the team. we will raise the reputation of the application by marketing to the global spaces and make it easier for individuals to obtain the temporary job during his/her studies

Manager’s parts

Mikael Abbas - Project manager

Luke Traficante - I.T / Designing and controlling manager

Iain Mcbeth-Kirton - Operating manager

Denver Fernandes - Financial manager

Dylan Trickey - Marketing and promotion manager

Abdullah Alanazi - Relationship manager

Gora Odiel - Risk management manager

Milestones

The project has been divided into four major phases designated as ‘Milestones’. The Milestones consist of a Planning phase, Project Design phase, developmental phase and the implementation phase. Once every part of a milestone is completed (excluding some overlapping activities), the project begins the next milestone almost immediately.

The Planning milestone consists of the initial formula that becomes the project. Within this phase the project schedule is included, as well as preliminary research about the market, as well as organising dates for advertising, establishing the tasks overall objectives, and giving an initial pitch to receive feedback for the project.

The Design milestone is perhaps the largest and most important phase. It is here that we must ensure that the framework for the remainder of the project is sound and adhered to. Here the project must be attuned to encounter contingency and have buffers active to remediate any potential effects on the project. Additionally, the design phase will also require intensive research from each member of the ownership group.
The design phase will oversee potential end users of the project’s application and negotiations between development teams and universities.

The Development milestone includes the complete development of the application. The development phase is a small but lengthy phase in which a third-party team of developers will create the application according to our design and specification. This is expected to take the longest part of the project and has been appropriately portioned to accommodate resource management. If this milestone fails, it will undoubtedly incur the most expense of both money and time.

The Implementation milestone is the release of the application, thereby making the project accessible to the public and marketable for the first time. It is also the time we will use to identify issues and ensure that usability for the public is strong. This phase also includes the Wrap-Up milestone, which brings our project to a formal close, but ensures that the application is continuously maintained and updated as required.

Schedule

The below table lists all potential activities that must be adhered to during the project. There is little room for diversion, however it is expected that there may be some contingency that may interfere with the schedule, appropriate buffers (such as extended timeframes) have been applied to areas identified as potential delays and to manage scope creep.

As mentioned by Levine (2002) the schedule is the basis for all the other aspects of the plan and should be adhered to as much as possible. It is also used to measure performance and progress of the project. If the schedule is poorly developed, it will be encumbering all other parts of the project.

human Resource Requirement

The project will mainly require human resources.
The resources can be found in the table below;

Position/Task	Resource	Salary
Project Manager	Mikael Abbas	Equal share of profits
I.T / Designing and controlling manager	Luke Traficante	Equal share of profits
Operating manager	Iain Mcbeth-Kirton	Equal share of profits
Financial manager	Denver Fernandes	Equal share of profits
Marketing and promotion manager	Dylan Trickey	Equal share of profits
Relationship manager	Abdullah Alanazi	Equal share of profits
Risk management manager	Gora Odiel	Equal share of profits

As the project is mostly digital, there are not too many resources required.
The resources can be found in the table below;

Resource Name	Resource Use	Cost
Office	Base of Operations	$60,000 p.a
Servers	Host Application	$10,000
Cash	Project Funding	-

As the project is controlled by a small group of investors with an aligned and mutual interest in the project, management should not come across disagreement and political infighting. A Schedule has been created and due to the nature of the project being reasonably small-scale, should be easy to conform to.

However, in the event of an application, one serious issue that may occur is scope creep. We believe that to combat this, we must stay strictly to or initial set of requirements, any additional features can be added later in the wrap-up phase.

Finance

Our core strength, as developers, is creating a mobile application, Recruitme, the first of its kind for placement opportunities, with a simple and efficient user interface, as well as convenient access to the matching mechanism, matches and the messenger for users. The biggest operational costs of Recruitme will be from its development costs, totalling $$$. Tactical costs include rental costs totalling $$$, electricity costs totalling $$$, and gas costs totalling $$$. A Strategic and Tactical cost includes maintenance costs totalling $$$. Profits have been estimated at $$$ for the first three months, $$$ for the first 6 months, and $$$ for the first 12 months of operations. Revenue growth is projected at ???% per year, with a set date to breakeven at

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