I was approached by a group of investors to provide marketing consulting services for their new job site venture. They have plans to develop an online portal in which job seekers and employers connect for mutual benefit, targeting a niche industry in a limitless marketplace. The website intends on generating revenue by charging employers an [...]
Hospitality Careers Online, Inc. (Hcareers), a privately owned small business accountable to a group of investors, needed to reach a critical mass of customers in order to grow the business and increase shareholder value. In a highly sales-driven, marketing focused organization, a solid sales and marketing plan were critical drivers of success.
1. The company did not want outside capital investment and solely reinvested profits to fuel growth; budgets were lean.
2. The company launched in a destabilized economy, just before the dot-com bubble burst, and rallied after the crisis of 9/11.
3. There were several other companies already competing in their space.