Career Couseling

8/9/2019 Career Couseling

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INDEX

S.No Topic Page#1. Mission Statement 2

2. Introduction 3

3. Idea Concept and Inspiration 4

4. Market Research 5

5. Financial Structure 7

6. SWOT Analysis 8

7. Target Audience 9

8. Service Objectives and strategy 10

9. Unique Selling Proposition (USP) 12

10. Marketing Strategies 12

10.1) Price 12

10.2) Promotion 13

10.2.1) Promotion Objectives13

10.2.2) Promotion Strategies 13

10.3) Place 15

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MISSION STATEMENT

To provide our youth with the ability to choose theirfuture according to their skills and interest so that theycan be beneficial for themselves as well as for thesociety

INTRODUCTION

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If you're in a rut and are not sure of what to do for a living, perhaps careercounseling may be in order. By investing in a career counseling session, you'll beable to learn which professions might be suitable and hopefully more interestingto you. There's nothing worse than working at a job you don't enjoy. Visiting acareer counselor is a positive step towards job satisfaction.

What is career counseling?

Career counseling is a personalized process that combines both intuitive andcognitive techniques to help you understand yourself, explore career options, andclarify and attain desired career/lifestyle goals. The processes of careercounseling offer insight, guidance and support to help you understand andmanage varied career and lifestyle issues. Career counseling and guidancegenerally involves face-to-face interaction, and/or interaction through othermediums like telephone, letters, or Internet. However, most important of all is the

one-to-one interaction between the career counselor and the client.

A Career Counselor

A career counselor deals with people who are making career decisions andchoices or coping with changes like- choice of subjects, career changes, andredundancy.

Importance/Benefit of Career CouncelingThe matter of career decision, and a student's direction and progress towardsprofessional goals often play a crucial role in the development of individualidentity and purpose, as well as positive self-esteem and interpersonalfunctioning. The career counseling process will help as student develops theconfidence, courage, knowledge and strategies to effectively manage their owneducation, career and life.

Counselling is not the same as giving advice. Rather, a counselor seeks to helpyou to focus on and understand more clearly the issues that concern or troubleyou. The counselors role is to offer support and understanding and to listen andrespond in a non-judgmental, non-critical way. S/he will respect your values,choices and lifestyle. S/he will help you explore your feelings and may try to helpyou discover what lies behind what is troubling you. S/he can help you to makedecisions, choices or changes that are right for you.

Career Counseling in Pakistan

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The concept of career counseling in Pakistan is not well in its true sense inPakistan. Initially People used to choose their professions according to theirparents will, the choices were narrowed but now due to the emergence of newdiversified area of studies people have more choices and thus it sometimesbecome difficult to choose the right area of studies and profession. Career

counseling hence providing the source to fulfill the need of understanding ourabilities and interest

IDEA CONCEPT & INSPIRATION

Idea Concept

Our idea aims to create awareness about the importance of career counseling .itis the dissemination to the youth to thinks about their future .the benefits of ouridea will be shown through demonstration on different successful people whochoose there career as per their abilities and also considering those who did not.By this way the end user will see the difference between the two approaches.

Emergence of the Idea

Most students are pushed into Engineering or Medicine by their parents/societywithout recognizing whether the kids have an aptitude for it. Those who could notget admission in these fields scatter among other fields/professions. This is allbecause of lack of self understanding as well as the knowledge about theprofessions other than those of traditional ones. We being students very wellunderstand all these dilemmas as we came across such problems in our initialstages of education .In our group there are people who wrongly choose theirbachelors degree as well as masters degree is being chosen under the influenceof modern trend and by no other options left situation. Having all these concern inour minds we came up with this idea which is a backbone for any student

education life but unfortunately neglected over the years.

Inspiration

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Inspiration behind this idea is Mr Saif Ullah Saifee, Director of Students Inn. Hecounseled us when we did our intermediate and striving for better graduationdegree. This let us thinking about our past experiences we encountered like ourinter majors which we took just on the basis of our parents will or peer pressureor trend pressure not on our capabilities and interest .Most of us in our Masters

Period also are not aware of professions according to their interest.

MARKET RESEARCH

How class VIII Students opt for their majors in class IX

0

10

20

30

40

50

60

70

Parents Friends Own

Interest

Teachers Others

How class IX Students opt for their majors in Intermediate

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0

5

10

15

20

25

30

35

40

Parents Friends Own

Interest

Teachers Others

How Intermediate Students opt for their majors in Bachelors

0

5

10

15

20

25

30

35

Parents Friends Own

Interest

Teachers Others

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FINANCIAL STRUCTURE

Assets Equities

Cash 540000Grant from Ministry ofEducation

500000

Cash at Bank 500000 Partners Equities 1000000

Short Term Investments 150000

Furniture 50000

Equipment

Computers 80000

Printers 30000Multimedia

dddddiProjector100000

Other Equipment 50000

Total Assets 1500000 Total equities 1500000

NOTE:

The advertising and promotion expenses are covered in cash and cash at bank.

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SWOT ANALYSIS

Strengths/opportunities Bachelors

Our Market research showed a lot of support from key consulting icons like

Shireen Naqvi ( School of Leadership)

Fahim Abbasi ( Students corner)

Saifullah Saifi (Students Inn)

Salman Ghaffar (Anees Hussain)

To gain the customers attention we will join hands with different schools by whichgrass root level awareness can be accomplished for the achievement of desiredoutcomes.

The potency behind our business is the way we are initiating our business . Wewill be the first commercialized career consultants focusing schools, colleges andother various educational institutions.

We have no major competitors in the market and there is an open endedenvironment to work on.

There is a huge boost up in the growth of education business recently. Since ourbusiness is a secondary business i.e its success is based primarily over thenumber of educational institutions in the market, it will automatically provide us

the margin to grow as with the passage of time we will be having a larger marketto cover providing us with more opportunities to flourish.

As far as critical success factors CSF are concerned we are strong enough in ourBREADTH OF SERVICES covering from class VIII to intermediate level. TheLOW COSTS perhaps will be the most effective factor in attracting the targetaudience. Rs. 100/- is not a big deal for any student nowadays.

Weaknesses/threatsats

As a threat , there is a risk involved in convincing parents to allow their childrenat a very early stage to get consultancy from any outsider because traditionallythere is a general perception that what the parents think for their child is perfectand can never go wrong.

Being first of our kind , we dont have any example to follow and historical data tointerpret the future business trends so there is a high risk involved as far as the

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success of our business is concerned in spite of all the research and feasibilityanalysis.

Although there are no major competitors existing in the market but smallcompetitors can come up and there is always a threat of new entrants.

As far as CSF is concerned, SPEED OF SERVICE can be a threat for us initiallycan may become our weakness as well.

TARGET AUDIENCE

Demographic Segmentationts

The class boundary of our target audience stretches from class 8th toIntermediate aging from 14-19 because this is the age where main spotlight isover career pattern of the student. Because once the student enters thebachelors program the room for career counseling becomes relatively narrower.

We also have to consider the parents of the students though they can not besegmented age wise.

Gender wise male and female both are targeted.

Geographic Segmentationts

Geographically we are emphasizing only on the city of Karachi which is itselfhypothetically consisting of atleast 10 small cities like Nazimabad, F.B Area,Gulistan-e-Johar, New Karachi, North Nazmabad, Defence, Saddar etc.

The reason behind this segmentation is difference between the social classes ,remuneration setup and educational priorities of residents of this area.

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SERVICE

Service Objectivests

Getting through university poses many difficult challenges. Many studentsexperience stress due to the adjustments required by their studies and themultiple roles in their lives. Common issues students identify are feeling worried,anxious or depressed, having relationship problems or underachievement in theirstudies. Our Counseling service is available for supportive or problem-solvingassistance for academic, vocational, emotional, personal or social concerns. Wehelp explore these issues and assist students to work toward achieving the goalsthey have set for themselves.

Our Aim

To providing accurate, current and relevant information pertaining to thepersonality and qualifications of the individual.

To guide about different career options and how one occupational fieldsuch as finance or medicine differs from another and also about thedifferent levels (specialist, skilled or semi-skilled) of jobs within each field.

To guide about the range of career opportunities available with the

sensitive use of alternative suggestions at the planning stage itself.

Our Goals

Our goals are to:

Build awareness about the importance of Career Counseling in parentsas well as students at different levels

Reach them as they dont find us unreachable at any context

Provide a personalized and confidential atmosphere for a student toexpress himself freely in regards to any stress, whether personal oracademic.

Evaluate the depth and nature of the stress and coming up with theappropriate solution that best suits him regarding the future career

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Service Strategiess

How will we work?

Career counseling is a process of self-exploration and interest identificationwhich helps in career choice and decision-making. Career counselling, spansboth the internal psychology of the person and the external contexts of educationand employment. The career counsellor in most cases would attempt to developa rationale for the interrelation between the two.

Phases of Work

Phase 1: Career Planning

This phase of counselling will involve self-exploration:

A review of early life, past experiences and accomplishments to identifyinterests, abilities and skills

Identification of current occupational interests by means of tests,inventories or exercises

Assessment of individual traits and needs as they relate to the workenvironment

Clarification and appreciation of personal values and goals as they affectcareer decisions.

Phase 2: Career and Educational Information

This phase of counseling will involve the

Gathering and exploration of available information related to careers.

Development of a set of career goals and an initial 'career pursuit' plan.

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UNIQUE SELLING PROPOSITION

USP:

People are not that much aware the concept of career counseling. In our marketresearch all the leading educated people showed a lot of consideration towardsthe idea .To gain the customers attention we will join hands with different schoolsby which grass root level awareness can be accomplished for the achievement ofdesired outcomes.

Although there are hardly any Individuals/Firms in the counseling business, themarket is thriving due to the awareness taking place. In addition to that peopleare becoming more and more conscious about their future as a lot of newprofessions are poured in to the market. They are willing to shape their career insuch a way that will benefit them in every aspect .Keeping these factors in mind;

the potential market for our business is huge. The location as well as themarketing plan ensures a high rise in the potential market. The Internet ensuresthat the business can easily reach the global market. Therefore it can be seenthat we will not only assisting the people living in Karachi but also across thecountry in the long run.

MARKETING STRATEGIES

Price

As we have no major competitors in the market we would start our pricingstrategy by using Non-Price competition. We would rely on innovation andQuality of service to provide the students with the best solution to their needs.We will gain profits through our contracts with schools and aptitude centres.

We will be signing contracts with schools and aptitude test centre such that at theschool level , the school itself will be charging Rs. 100/- per student, notseparately but embedded in the school fee. 25% will be going to school and 75%will be heading towards us. At the aptitude test level since the preparationpackages are going for thousands of rupees so we will charging 500/- perstudent embedded in the tution fee of the centre. The proportion of share will bethe same i.e 25 : 75.

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At the office however the counseling fee will be a bit higher. Each customer willbe charged Rs.500/-. We expect to receive this amount because a personwalking into our office is assumed to have some interest.

This implies that we will be following a DYNAMIC PRICE STRATEGY as well as

FLEXIBLE STRATEGY

Promotion

Promotion objectives

Our promotional objective is to acquire the market at different levels in followingmanner

School Level

Around 50% of the market will be captured by building strong base aboutthe counseling sessions by giving lectures at schools, arranging sessionswith the students individually as per requirements, recruiting counselors atschools, arranging meeting with parents etc. We plan to get this workdone within 2 years.

Inter Level

All aptitude preparation centers will be targeted under this level and in thisregard we will capture 60% of the market by organizing seminars, guest

speaker sessions, one-2-one interaction etc. The goal is expected to beachieved in a little more than 2 years.

Promotional Strategies

Following are the some strategies that well use in promoting our servicesand specially to awake our youth in terms of helping them deciding whattheir interests are and counseling them for their careers.

Personal selling (Seminars)

Print Media (Broachers, News Papers) Advertising (Ads, Billboards, Banners, Sponsoring events)

Public Relations ( Sponsoring charitable civic events etc)

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Public Relations

It encompasses a wide variety of communication efforts to contribute to generallyfavorable attitudes and opinions towards an organization. The target here may becustomers, a government agency, or a special interest group. We will be focusing

almost all of them and our main aim in this part of promotion will be the supportof charitable and civic events.

Place

Premises will be at the Atrium Mall, Saddar because,

1. Saddar is the heart of the city or centre of the city2. Atrium Mall is situated in the posh area of Saddar

3. Public transport is very easily available as most public vehicles have theirmain stops in the area.

Being a service oriented firm our placement is different from product placement.As the creator-seller are inseparable from service. Initially we will pay visits onfreelance basis to schools . Later on after signing contract with them we willcharge fee for our services.

Placing our services also includes conducting seminars at various forums likeeducational exhibitions at expo centre and various venues. Having contractswith Pakistan Institute of Mind Science and School of Leadership is also on the

road map.

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Career Couseling

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