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January 24, 2009, LinkedIn Corp. Brent Clore Bobby Yamanaka Chris Cho Anthony Khedaywi
 
 
LinkedIn® U™ What is LinkedIn U? Analysis Implement Growth <ul><li>One-stop job posting </li></ul><ul><li>Partner with MBA...
Startup Costs $2.65 million NPV Profit $87.8 million over 5 years  LinkedIn® U™ Analysis Implement Growth
How It Works LinkedIn® U™ Analysis Implement Growth Recruiter School
How It Works LinkedIn® U™ Analysis Implement Growth
How It Works LinkedIn® U™ Analysis Implement Growth
LinkedIn® U™ Analysis Implement Growth Implement How It Works
How It Works LinkedIn® U™ Analysis Implement Growth
How It Works LinkedIn® U™ Analysis Implement Growth Decide to Apply Recruiter Resume is Sent
How It Works LinkedIn® U™ Analysis Implement Growth
Positioning MBA students and  Career Services Monster Senior  Executives XING Young  Professionals Linkedin Careerbuilder ...
SWOT <ul><li>Strengths </li></ul><ul><ul><li>Current leader in a niche market </li></ul></ul><ul><ul><li>Strong brand imag...
SWOT cont. <ul><li>Opportunities </li></ul><ul><ul><li>Untapped international markets  </li></ul></ul><ul><ul><li>Untapped...
Implementation Plan <ul><li>Phase 1 : (Oct 2008 - Feb 2009) </li></ul><ul><ul><li>Develop LinkedIn U web interface </li></...
Implementation Plan cont. <ul><li>Phase 3 : (Aug 2009 -Dec 2009) </li></ul><ul><ul><li>Launch LinkedIn U on Aug 1 st , 200...
<ul><li>Base Package - $5000/yr </li></ul><ul><li>Premium Package - $10,000/yr </li></ul><ul><li>Avg. Revenue recruiting r...
Projected Market Share 3.5% MS LinkedIn® U™ Analysis Implement Growth
5-Year Revenue Projection LinkedIn® U™ Analysis Implement Growth
 
<ul><li>Assumptions </li></ul><ul><li>Porter’s Five Forces </li></ul><ul><li>4Ps </li></ul><ul><li>Industry Pricing </li><...
<ul><li>Revenues of $90 Million in 2008 </li></ul><ul><li>Average revenue generated per user = $3.91 </li></ul><ul><li>Mem...
Porter’s Five Forces HIGH Rivalry SNS & PNS Competing for Limited Market Share HIGH Must get supplier “buy-in” to succeed ...
4 Ps <ul><li>Product </li></ul><ul><li>High Brand Equity </li></ul><ul><li>Better Communication between recruiters and mem...
Industry Pricing Monthly Cost Back
Pro Forma Statement - Asia Back Asian MBA Students Year  2009 2010 2011 2012 2013 Sales People  20 20 20 20 20 Sales Succe...
Pro Forma Statement - EU Back European MBA Students Year  2009 2010 2011 2012 2013 Sales People  10 10 10 10 10 Sales Succ...
Pro Forma Statement - US Back United States MBA Students Year  2009 2010 2011 2012 2013 Sales People  15 15 15 15 15 Sales...
New Strategy Revenue Back Current Strategy Year  2009 2010 2011 2012 2013 Added Users per year 14.4 10.8 8.1 6.075 4.55625...
<ul><li>http://www.boston.com/news/world/asia/articles/2009/01/13/indias_mba_graduates_face_bleak_job_prospects/ </li></ul...
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Broad vs Broad Presentation

2009 Broad vs Broad Internal Case Competition
Subject - LinkedIn

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Broad vs Broad Presentation

  1. 1. January 24, 2009, LinkedIn Corp. Brent Clore Bobby Yamanaka Chris Cho Anthony Khedaywi
  2. 4. LinkedIn® U™ What is LinkedIn U? Analysis Implement Growth <ul><li>One-stop job posting </li></ul><ul><li>Partner with MBA Programs </li></ul><ul><li>Job posting control </li></ul><ul><li>Real-time alerts </li></ul><ul><li>Easy application process </li></ul><ul><li>PDF resume sending </li></ul><ul><li>Company Research </li></ul>
  3. 5. Startup Costs $2.65 million NPV Profit $87.8 million over 5 years LinkedIn® U™ Analysis Implement Growth
  4. 6. How It Works LinkedIn® U™ Analysis Implement Growth Recruiter School
  5. 7. How It Works LinkedIn® U™ Analysis Implement Growth
  6. 8. How It Works LinkedIn® U™ Analysis Implement Growth
  7. 9. LinkedIn® U™ Analysis Implement Growth Implement How It Works
  8. 10. How It Works LinkedIn® U™ Analysis Implement Growth
  9. 11. How It Works LinkedIn® U™ Analysis Implement Growth Decide to Apply Recruiter Resume is Sent
  10. 12. How It Works LinkedIn® U™ Analysis Implement Growth
  11. 13. Positioning MBA students and Career Services Monster Senior Executives XING Young Professionals Linkedin Careerbuilder Ease of Use Fully Integrated Features LinkedIn® U™ Analysis Implement Growth
  12. 14. SWOT <ul><li>Strengths </li></ul><ul><ul><li>Current leader in a niche market </li></ul></ul><ul><ul><li>Strong brand image </li></ul></ul><ul><li>Weaknesses </li></ul><ul><ul><li>Non-existent working relationship with Universities </li></ul></ul><ul><ul><li>No presence in Southeast Asian markets </li></ul></ul><ul><ul><li>Limited integrated features </li></ul></ul>LinkedIn® U™ Analysis Implement Growth
  13. 15. SWOT cont. <ul><li>Opportunities </li></ul><ul><ul><li>Untapped international markets </li></ul></ul><ul><ul><li>Untapped university market </li></ul></ul><ul><li>Threats </li></ul><ul><ul><li>Other PNS sites </li></ul></ul><ul><ul><li>SNS sites adding PNS features </li></ul></ul><ul><ul><li>Cultural norms in Southeast Asian countries </li></ul></ul>LinkedIn® U™ Analysis Implement Growth
  14. 16. Implementation Plan <ul><li>Phase 1 : (Oct 2008 - Feb 2009) </li></ul><ul><ul><li>Develop LinkedIn U web interface </li></ul></ul><ul><ul><li>Staff and train sales force and research team </li></ul></ul><ul><li>Phase 2 : (Mar 2009 - Jul 2009) </li></ul><ul><ul><li>Visit targeted MBA programs in U.S., EU, and Asia </li></ul></ul><ul><ul><li>Train MBA career services team at target schools </li></ul></ul><ul><ul><li>Reach out to recruiters via trade publication </li></ul></ul>LinkedIn® U™ Analysis Implement Growth
  15. 17. Implementation Plan cont. <ul><li>Phase 3 : (Aug 2009 -Dec 2009) </li></ul><ul><ul><li>Launch LinkedIn U on Aug 1 st , 2009 </li></ul></ul><ul><ul><li>Begin campus tours to train and register MBA students </li></ul></ul><ul><ul><li>Continue building recruiter relationships </li></ul></ul><ul><li>Phase 4 : (Jan 2010 - Dec 2013) </li></ul><ul><ul><li>Continue building relationships with MBA programs </li></ul></ul><ul><ul><li>Target favorable MBA programs </li></ul></ul><ul><ul><li>Continue Yearly Campus Tours </li></ul></ul>LinkedIn® U™ Analysis Implement Growth
  16. 18. <ul><li>Base Package - $5000/yr </li></ul><ul><li>Premium Package - $10,000/yr </li></ul><ul><li>Avg. Revenue recruiting revenue - $600/post </li></ul>Revenue Streams LinkedIn® U™ Analysis Implement Growth
  17. 19. Projected Market Share 3.5% MS LinkedIn® U™ Analysis Implement Growth
  18. 20. 5-Year Revenue Projection LinkedIn® U™ Analysis Implement Growth
  19. 22. <ul><li>Assumptions </li></ul><ul><li>Porter’s Five Forces </li></ul><ul><li>4Ps </li></ul><ul><li>Industry Pricing </li></ul><ul><li>Pro Forma Statement - Asia </li></ul><ul><li>Pro Forma Statement - EU </li></ul><ul><li>Pro Forma Statement – US </li></ul><ul><li>New Strategy Revenue </li></ul><ul><li>References </li></ul>Appendix
  20. 23. <ul><li>Revenues of $90 Million in 2008 </li></ul><ul><li>Average revenue generated per user = $3.91 </li></ul><ul><li>Membership grows to 67.6 million by 2013 </li></ul>Assumptions LinkedIn® U™ Analysis Implement Growth
  21. 24. Porter’s Five Forces HIGH Rivalry SNS & PNS Competing for Limited Market Share HIGH Must get supplier “buy-in” to succeed HIGH Must get buyer “buy-in” to succeed LOW Entry-deterring pricing & well-established brands HIGH PNS applications by SNS companies and campus recruitment services Supplier: Recruiters & Students Threat of New Entrants Buyers: Recruiters & B-Schools Threat of Substitutes Conclusion: Highly competitive growth market that requires recruiter, B-schools and member “buy-in”. Back
  22. 25. 4 Ps <ul><li>Product </li></ul><ul><li>High Brand Equity </li></ul><ul><li>Better Communication between recruiters and members </li></ul><ul><li>Real-time Alerts </li></ul><ul><li>Place </li></ul><ul><li>Distributed via world wide web </li></ul><ul><li>Promotion </li></ul><ul><li>Campus Tour </li></ul><ul><li>HR Int’l Conference [1] </li></ul><ul><li>Sales Reps </li></ul><ul><li>Existing LinkedIn Groups </li></ul><ul><li>Trade Publications </li></ul><ul><li>Price </li></ul><ul><li>Recruiters: per job post </li></ul><ul><li>B-Schools (US, EU): per page </li></ul><ul><li>B-Schools (India & Asia): free </li></ul><ul><li>$500 per month/ job posting </li></ul>Back
  23. 26. Industry Pricing Monthly Cost Back
  24. 27. Pro Forma Statement - Asia Back Asian MBA Students Year 2009 2010 2011 2012 2013 Sales People 20 20 20 20 20 Sales Success Rate as a percentage 5.00% 5.50% 8.25% 10.73% 5.36% Visits/sales person 15 15 15 15 15 Schools Added 15 17 25 32 16 Total Schools 15 32 56 88 105 Student Clientele 6933 14560 26000 40872 48308 Revenue Generated Per post 600 600 600 600 600 Job posts as a percentage of student pop. 30.00% 33.00% 36.30% 39.93% 43.92% Yearly Revenue from job postings (mill) $ 1.25 $ 2.88 $ 5.66 $ 9.79 $ 12.73 Yearly Revenue from colleges (mill) $ - $ - $ - $ - $ - Cost of Sales Staff (mill) $ 2.00 $ 2.00 $ 2.00 $ 2.00 $ 2.00 Gross Profit (mill) $ (0.75) $ 0.88 $ 3.66 $ 7.79 $ 10.73
  25. 28. Pro Forma Statement - EU Back European MBA Students Year 2009 2010 2011 2012 2013 Sales People 10 10 10 10 10 Sales Success Rate as a percentage 10.0% 11.0% 16.5% 21.5% 10.7% Visits/sales person 15 15 15 15 15 Schools Added 15 17 25 32 16 Total Schools 15 32 56 88 105 Student Clientele 1500 3150 5625 8843 10451 Revenue Generated Per post 600 600 600 600 600 Job posts as a percentage of student pop. 30.00% 33.00% 36.30% 39.93% 43.92% Yearly Revenue from job postings (mill) $ 0.27 $ 0.62 $ 1.23 $ 2.12 $ 2.75 Yearly Revenue from colleges (mill) $ 0.11 $ 0.24 $ 0.42 $ 0.66 $ 0.78 Cost of Sales Staff (mill) $ 1.00 $ 1.00 $ 1.00 $ 1.00 $ 1.00 Gross Profit (mill) $ (0.62) $ (0.14) $ 0.65 $ 1.78 $ 2.54
  26. 29. Pro Forma Statement - US Back United States MBA Students Year 2009 2010 2011 2012 2013 Sales People 15 15 15 15 15 Sales Success Rate as a percentage 20.00% 22.00% 33.00% 42.90% 21.45% Visits/sales person 15 15 15 15 15 Schools Added 45 50 74 97 48 Total Schools 45 95 169 265 314 Student Clientele 22500 47250 84375 132638 156769 Revenue Generated Per post 600 600 600 600 600 Job posts as a percentage of student pop. 30.00% 33.00% 36.30% 39.93% 43.92% Yearly Revenue from job postings (mill) $ 4.05 $ 9.36 $ 18.38 $ 31.78 $ 41.31 Yearly Revenue from colleges (mill) $ 0.34 $ 0.71 $ 1.27 $ 1.99 $ 2.35 Cost of Sales Staff (mill) $ 1.13 $ 1.13 $ 1.13 $ 1.13 $ 1.13 Gross Profit (mill) $ 3.26 $ 8.94 $ 18.52 $ 32.64 $ 42.54
  27. 30. New Strategy Revenue Back Current Strategy Year 2009 2010 2011 2012 2013 Added Users per year 14.4 10.8 8.1 6.075 4.55625 Users (in millions) 37.4 48.2 56.3 62.4 66.9 Average Revenue per user $ 3.91 $ 3.91 $ 3.91 $ 3.91 $ 3.91 Total Revenue (in millions) $ 146.35 $ 188.61 $ 220.30 $ 244.08 $ 261.90 LinkedIn U Strategy Year 2009 2010 2011 2012 2013 Users (in millions) 37.4 48.3 56.5 62.8 67.5 Average Revenue per user $ 3.91 $ 3.91 $ 3.91 $ 3.91 $ 3.91 Revenue From User Base (in millions) $ 146.47 $ 188.98 $ 221.13 $ 245.62 $ 264.29 Revenue from LinkedIn U (in millions) $ 6.02 $ 13.81 $ 26.95 $ 46.34 $ 59.94 Total Revenue (in millions) $ 152.49 $ 202.79 $ 248.09 $ 291.96 $ 324.23
  28. 31. <ul><li>http://www.boston.com/news/world/asia/articles/2009/01/13/indias_mba_graduates_face_bleak_job_prospects/ </li></ul><ul><li>http://www.businessweek.com/magazine/content/06_02/b3966074.htm </li></ul><ul><li>http://magazine.mba-center.net/?site=magazine&section=chooseyourmba&page=art10 </li></ul><ul><li>http://www.iacpr.org/ </li></ul><ul><li>http://www.theladders.com/ , http://hiring.monster.com/products/SingleJobPosting.aspx?mode=prod , http://www.careerbuilder.com/jobposter/?sc_cmp2=JS_HP_Nav_PostJobNow , http://www.spoke.com/solutions/connect.html , http:// www.experience.com/corp/channel?channel_id=employers&page_id=post , http://www.hoovers.com/business-information/--pageid__10066,gn__5--/free-mktg-join.xhtml . </li></ul>References Back

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