Pitch Deck 2

1. 5YEARS Andy MacKrell
5/20/2014

2. 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?
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3. 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.
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4. 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
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5. 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.
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6. SOLUTION SUMMARY
Skills and
Gaps
Analysis
Custom
and
granular
“Achieveme
nt Plan”
Visualizatio
n and
Rewards
for
Progress
Coursera
Pluralsight
Skillshare
Amazon books
Meetups
Universities
Local Event
Cals
Mint.com style profile and
plan
Access to learning and
networking
Career Path
and Job
Description
Analysis
Schools
Career Coaches
PopExperts
Local Experts
Local Employers
and Universities
Access to coaching and
mentoring
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7. 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.
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8. 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.
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9. 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 total
4 year 1729 Schools 1 Bil per year
2 year 5292 Schools 2 Bil per year
Career Advisement
(Private) 376,294 Employees
14 Bil in Rev
(2013)
Job Sites 1 Bil Avg
Indeed.com
36 mil users (72% of
jobseekers) Acquired for 1 Bil
Monster 22 mil users 100 Mil in Rev
Linkedin 63.4 mil users 1.52 Bil in Rev
Career Guidance Sites 300 Mil Users
Kuder Journey 150,000 users Govt Funded
IntoCareers ?? Users Govt Funded
Goal Setting Sites
LifeTick
Nozbe
Enterprise Career Management Applications
(Human Capital Management)
2.5 Bil Avg
SuccessFactors 3.39 Bil (market cap)
Workday 13.87 Bil (market cap)
Cornerstone
OnDemand 2.02 Bil (market cap)
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10. SALES / MARKETING /
DISTRIBUTION
1. 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 Conferences
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11. ACQUISITION COSTS
Marketing - $.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
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12. 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
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13. APPLICATION PRINCIPLES
There 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
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14. 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
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15. WHY USE IT
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16. 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
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17. AGGREGATION
1. Aggregation of Learning Resources and
Events
1. Networking
1. Meetups
2. Local Event Calendars
3. Linkedin Suggested
Connections
2. One-off Lectures
1. Local Universities
2. TED Talks
3. Courses
1. MOOCs
2. ItunesU
3. Local Colleges
4. Articles
1. Blogs
2. News Sites
5. Books
1. Amazon
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18. RESEARCH AND ANALYTICS
1. Aggregation of Learning Resources and
Events
2. Career Research
1. Resume Analytics
2. Job Description Analytics
3. Executive Biography Analysis
4. 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
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19. PROGRESSING
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
1. Short and Long-Term Goal Setting
2. Gamification of Progress
1. Possibly a rewards system with
local retailers of colleges
3. Consumption Tracker
4. Excuse Tracker
5. Built in “Refresher Courses”
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20. ADVISING
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
1. Easily connect with career advisors
2. Remove the stigma of needing to
hit “bottom” before looking for
help
3. “PopExpert” and other new
mediums are popping up to aid
connectivity
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21. TRACKING
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
1. Counselors can modify the “to-do
lists” of their counselees
2. Counselors can view their
progress and look for trends
3. Counselors can use macro data to
better adapt their counseling
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22. CONNECTING
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
1. See what peers are doing
2. Assist your peers with their goal
setting
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23. GROWING
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
1. Employers and Universities can
create “featured“ learning paths
2. Use the tool to prepare workforce
for anticipated “in demand” skills
3. Use tool to recruit capable and
motivated individuals whose goals
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24. 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 25YEARS.ME

25. 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
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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
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27. 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
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28. 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.
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29. 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
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30. 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
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