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5YEARS Andy MacKrell5/20/2014
QUESTIONS
Do you have a career or learning plan?
What do you wish you knew 5 years ago to help you get where you are?
What do you wish you had to guide you through the next 5?
Are there people you know that could benefit from that advice / guidance / knowledge?
Copywrite MTW Ventures, LLC 20145YEARS.ME
SUMMARY
Pitch:
5years is a web-based, multi-platform tool that promotes long term career growth and incremental learning. We want to make the American workforce stronger by reducing the uncertainty, friction, and motivational issues involved in long-term self-learning and career planning.
Key Ingredients:
•Information aggregation and data analytics
•Access to Career Advisors and Networking Resources
•Robust Goal Setting and Monitoring Platform
Target Market:
It is geared towards late stage college students, young professionals, and the councilors who seek to advise them.
Copywrite MTW Ventures, LLC 20145YEARS.ME
THE PROBLEM
• Kindergarten -> 18 you are told exactly what to do to “succeed”
• Suddenly dropped into the deep-end.
• It becomes a challenge to continue learning
• Employer offerings are sparse and lack continuity
• Public Solutions focus only on content
• Lots of growth opportunities - no structure and no platform to encourage and track growth• Tools haven’t adapt to their unique psychologies•Majority of young professional are frustrated and overwhelmed
Copywrite MTW Ventures, LLC 20145YEARS.ME
MANIFESTATION
America’s Youth underemployment is one of the worst in the developed world
Gallup survey showed that 13% of young people feel satisfied in their jobs.
People tend to only focus on the growth of their bank accounts, not the growth of their greatest asset - their skills and knowledge.
Copywrite MTW Ventures, LLC 20145YEARS.ME
SOLUTION SUMMARY
Skills and Gaps
Analysis
Custom and
granular “Achievement Plan”
Visualization and
Rewards for
Progress
CourseraPluralsightSkillshare
Amazon books
MeetupsUniversitiesLocal Event
Cals
Mint.com style profile and plan
Access to learning and networking
Career Path and
Job Description
Analysis
SchoolsCareer Coaches
PopExpertsLocal Experts
Local Employers and Universities
Access to coaching and mentoring
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WHO PAYS FOR IT•Partnerships with Career Councilors
• “Popexpert” and CareerGameChanger.com• 10% cut of coaching fees for “Partner” career coaches
•Targeted Lead Generation to local schools and learning programs
• Metro Community College and Omaha Code School. • $4.00 per user for lead generation and clickthroughs
•Career Centers and Employers will pay for premium accounts to see the progress of their counselees. • $50 / year / person for a “Monitoring” license• $5000 for an unlimited University License
•Event holders / content creators can pay for premium listings• Open source to post• $X per day to guarantee they show up in people’s
suggestions (with certain tags)•Users can donate - 1/2 of all donations goes to helping foster encourage setting and mentoring in inner city schools.
Copywrite MTW Ventures, LLC 20145YEARS.ME
MARKET OVERVIEW There are 53 Million Americans between 18 and 30 years old
43.6% of people 18-30 have full time jobs, 6-10% are unemployed and searching
63 % of young workers not satisfied in current position
17 Million are enrolled in 2 or 4 year secondary education
285,000 college graduates are making minimum wage
4 million college freshman (80%) have yet to choose a major when they enter college
The self-improvement is $11 billion projected market in 2014. Career Advisement is a $16 billion market. Adult Education market is too large to measure.
Copywrite MTW Ventures, LLC 20145YEARS.ME
COMPETITION
The career advisement business is hotly contested. Even with large amounts of funding it is difficult to get a foothold.
Career Advisors 16 Bil total4 year 1729 Schools 1 Bil per year2 year 5292 Schools 2 Bil per yearCareer Advisement (Private) 376,294 Employees
14 Bil in Rev (2013)
Job Sites 1 Bil Avg
Indeed.com36 mil users (72% of jobseekers) Acquired for 1 Bil
Monster 22 mil users 100 Mil in RevLinkedin 63.4 mil users 1.52 Bil in Rev
Career Guidance Sites 300 Mil UsersKuder Journey 150,000 users Govt FundedIntoCareers ?? Users Govt Funded
Goal Setting Sites
LifeTick
Nozbe
Enterprise Career Management Applications (Human Capital Management) 2.5 Bil AvgSuccessFactors 3.39 Bil (market cap)Workday 13.87 Bil (market cap)Cornerstone OnDemand 2.02 Bil (market cap)
Copywrite MTW Ventures, LLC 20145YEARS.ME
SALES / MARKETING / DISTRIBUTION1. Word of Mouth and Viral Marketing
2. Partner with Adult Learning Programs and Alumni Associations• They give it to current students• They help distribute to prospective students (tool will be advertising mechanism)
3. Hire Community Engagement Specialists• Hire developer from school we want to partner with• Specialist responsible for:• Integrating with local posting sites (development)• Establishing partnerships with local schools and employers• They work on commission and will have an “In” at their schools
4. Popexpert Partnerships
5. Career Counseling / Adult Learning ConferencesCopywrite MTW Ventures, LLC 20145YEARS.ME
ACQUISITION COSTSMarketing - $.50 per user on AdWords
Grass Roots Partnerships - Free
Community Engagers
Community Engager = 2 K per month + Milestone based commissions
Estimated Users per engager - 25 - 50,000
Tradeshows and Conferences - 5% of revenue
Cost of acquisition ~$1.65 / user
Revenue per customer ~3.00 / user
Copywrite MTW Ventures, LLC 20145YEARS.ME
CHALLENGES
1. Lots just want to “see what opportunities present themselves”
2. Are people going to admit that they need help and seek it out
3. Analytics will be difficult and computationally intensive
4. Advising industry is hotly contested and saturated (with junk)
5. Counselors are not measured by long-term success (because there are so many variables)
6. Building paying customer base requires strong user adoption
7. Do Employers want to hire people that need hand held to grow their skills
Copywrite MTW Ventures, LLC 20145YEARS.ME
APPLICATION PRINCIPLESThere is theory behind 5years, but it’s important to not that we’re not creating content, just curating it in a way that makes it easier for people to ingest.
Ital Gasti – Career Decision Research
Andagogy – Study of Adult Learning
Boshier, Morstain and Smart Learning Reasons
Cross, Darkenwald, Merriam Barriers to Learning
Vella's 12 Principles for Effective Adult Learning
Modes of Adult Learning - (Especially Action Learning)
Importance of Networking in Career Growth
Refresher Courses
Demster – Spacing Effect
Copywrite MTW Ventures, LLC 20145YEARS.ME
ADVISORS AND STRATEGIC PARTNERS== ADVISORS ==
Mabubul Majumder (UNO Statistics Prof)
Pravarthi Chundi (UNO Text Analytics Prof)
Susan Roudebush (Director of IntoCareers – U of Oregon)
Robert Brunning (UNL Prof of Education Psychology)
Traci Hancock – Director of Maverick Innovations
Jim Young – Founder of Aksarben Innovations
== PARTNERS ==
Bellevue University – Kim Whiteside – Director of Career Services
UNOmaha Career Center - Jessica Wolff – Director of Career Services
UNLincoln Alumni Association - Ashley Stone – Alumni Relations
Heartland Workforce Services – Erin Porterfield – Executive Director
Copywrite MTW Ventures, LLC 20145YEARS.ME
WHY USE IT
Copywrite MTW Ventures, LLC 20145YEARS.ME
FEATURES
1. Aggregation of Learning Resources and Events*
2. Research Tools that focus on summarization and pattern visualization*
3. Ability to quantify and visualize your progress*
4. Ability to quickly and discretely connect with counselors
5. Ability for two-way visibility of progress
6. Social Connectivity
7. Employer / University Engagement
*Already started building
Copywrite MTW Ventures, LLC 20145YEARS.ME
AGGREGATION1. Aggregation of Learning
Resources and Events1. Networking
1. Meetups2. Local Event Calendars3. Linkedin Suggested
Connections2. One-off Lectures
1. Local Universities2. TED Talks
3. Courses1. MOOCs2. ItunesU3. Local Colleges
4. Articles1. Blogs2. News Sites
5. Books1. Amazon
Copywrite MTW Ventures, LLC 20145YEARS.ME
RESEARCH AND ANALYTICS
1. Aggregation of Learning Resources and Events
2. Career Research1. Resume Analytics2. Job Description Analytics3. Executive Biography Analysis4. Summarization of Suggested and
Ingested Content
Guiding Principles:• Attention spans are shortening• Career sites must adapt• Everything should be default distilled
• Everything should be a tweet• Everything should be tracked and
indexed for analysis
Copywrite MTW Ventures, LLC 20145YEARS.ME
PROGRESSING1. Aggregation of Learning Resources
and Events2. Research Tools that focus on
summarization and pattern visualization
3. Ability to quantify and visualize your progress1. Short and Long-Term Goal Setting2. Gamification of Progress
1. Possibly a rewards system with local retailers of colleges
3. Consumption Tracker4. Excuse Tracker5. Built in “Refresher Courses”
Copywrite MTW Ventures, LLC 20145YEARS.ME
ADVISING1. Aggregation of Learning Resources
and Events2. Research Tools that focus on
summarization and pattern visualization
3. Ability to quantify and visualize your progress
4. Ability to quickly and discretely connect with counselors1. Easily connect with career
advisors2. Remove the stigma of needing to
hit “bottom” before looking for help
3. “PopExpert” and other new mediums are popping up to aid connectivity
Copywrite MTW Ventures, LLC 20145YEARS.ME
TRACKING1. Aggregation of Learning Resources
and Events2. Research Tools that focus on
summarization and pattern visualization
3. Ability to quantify and visualize your progress
4. Ability to quickly and discretely connect with counselors
5. Ability for two-way visibility of progress1. Counselors can modify the “to-do
lists” of their counselees2. Counselors can view their
progress and look for trends3. Counselors can use macro data
to better adapt their counseling strategies Copywrite MTW Ventures, LLC 20145YEARS.ME
Copywrite MTW Ventures, LLC 2014 22
CONNECTING1. Aggregation of Learning Resources
and Events2. Research Tools that focus on
summarization and pattern visualization
3. Ability to quantify and visualize your progress
4. Ability to quickly and discretely connect with counselors
5. Ability for two-way visibility of progress
6. Social Connectivity1. See what peers are doing2. Assist your peers with their goal
setting
5YEARS.ME
GROWING1. Aggregation of Learning Resources
and Events2. Research Tools that focus on
summarization and pattern visualization
3. Ability to quantify and visualize your progress
4. Ability to quickly and discretely connect with counselors
5. Ability for two-way visibility of progress
6. Social Connectivity7. Employer / University
Engagement1. Employers and Universities can
create “featured“ learning paths2. Use the tool to prepare workforce
for anticipated “in demand” skills3. Use tool to recruit capable and
motivated individuals whose goals “Align” with the goals of the company
Copywrite MTW Ventures, LLC 20145YEARS.ME
PERSONAS•Amanda – 20 – College Senior. Has no idea what she wants to do with her life. Working part time at Subway until she figures it out.
•Chris - 24, 1 kid. Customer Service rep with no college degree. Has the opportunity to become a “Software Tester.” Lots of access to resources, not self-driven enough to plot a learning plan; doesn’t know if it’s worth the time.
•Sarah – 27 – Degree in Finance, but wants to move into Marketing or Interior Design. No Network, Not sure where to start. Not sure how to decide which.
•Andy 31 – New to Omaha, Interested in Technology. Wants to stay up to date on his field and explore local opportunities.
•Larry 50 – Career Councilor at UNL – Has lots of information on how alums can increase marketability, but has trouble organizing and keeping tabs on his counselee's.
•Bill 32 – Recruiter at BlueCross – gets good applicants that are lacking a few skills. Would like a way to suggest learning options and follow up on their progress. Copywrite MTW Ventures, LLC 20145YEARS.ME
WHAT CAN WE SOLVE
Complaint:
Nothing provides guidance. Its hard to find and stay current on the good info.
Solution:
Custom – “Pandora Style” Aggregation of data sources
Keep the things you like, disregard the things you don’t
We always stay up to date so you don’t have to
Copywrite MTW Ventures, LLC 20145YEARS.ME
Copywrite MTW Ventures, LLC 2014 26
WHAT CAN WE SOLVE
Complaint:
No one’s keeping me on track to “do my homework”
Solution
Intelligent To-Do lists that factor in event schedules, your work schedule, and your preferred “commitment per week”
Praise and recognition for jobs well done.
Some type of “Gamification” component
5YEARS.ME
WHAT CAN WE SOLVE
Complaint:
I don’t see the point in learning things beyond what my boss tells me
Solution
Detailed analysis of Jobs and Career paths that you can be striving for
Job summarizations, highlighting the key skills and duties of roles
The gratification of seeing your “account” grow
Copywrite MTW Ventures, LLC 20145YEARS.ME
WHAT CAN WE SOLVE
Complaint:
“It’s more who you know than what you know”
Solution:
The app focuses on face to face events and networking opportunities. It will link people in your geography who share your interest or have achieved your goal.
If you are in the vicinity of a user, it will buzz you and encourage a meetup.
Copywrite MTW Ventures, LLC 20145YEARS.ME
WHAT CAN WE SOLVE
Complaint:
I can’t track the progress of my counselee's and employees
Solution:
“Employer access” to view specific portions of a users account
Suggest items for learning
Track their progress
Provide motivation and incentives
Copywrite MTW Ventures, LLC 20145YEARS.ME
WHAT CAN WE SOLVE
Complaint:
I don’t even know what I’m interested in
Solution:
We will offer a broad range of learning options. You pick and choose what to participate in and rate the content.
Over time, we will implicitly and explicitly monitor
You can see patterns in what you consume and enjoy
You can see skills you are gaining and what jobs do they apply to
Hone interests while visualizing what you are investing in yourself and how will that benefit you going forward
Copywrite MTW Ventures, LLC 20145YEARS.ME