Product conceptualization, development and implementation of a new product 'Online profile development'; Info Edge (India) Ltd.

Abstract

Resume Services business division wanted to add a new product to its product portfolio on similar lines of its objective to improve a job seeker's job search and enhance his visibility to recruiters. This project was initiated in order to cater to this need. The objectives of the project were: a. To increase visibility and reach of a resume service client using brijj.com b. To introduce a new resume sales product, Online Profile Development a. Aimed at senior professionals b. To increase the AOV (Average Order Value) of existing buyers c. Product Conceptualization, Product Development and Implementation through existing system Two new products, a basic product Gold Online Persona and a premium product Platinum Online Persona were conceptualized. In these services, an online profile would be created by expert resume writers on Brijj.com, the professional networking website of the company. These profile developers would create basic Brijj.com profile and write professional summaries of the customers based on their developed resumes. In the premium product, various advanced features of Brijj.com would be used to prepare a more visually appealing digital career portfolio. A detailed design of these products was done. Product features, SLAs (Service Level Agreement), TATs (Turn Around Time), Pricing, Costing were defined. Sample profiles were generated and the product design was improved based on the feedback. These products were compared to competitor's offerings and USPs (Unique Selling Points) of the products were identified and clearly defined. The process flow to service these products were developed and implemented through existing system. The IT systems (Res Billing and Skelta) and webpages (Resume Services webpage and customer's Status Monitoring System page) were modified to launch and manage the sales and service of Gold and Platinum Online Persona. The Profile Development team was built from senior resume developers and was trained on the products and the steps to be followed to service the products. Mock profile development was conducted to ensure thorough understanding of the workflow. Walk-in Sales and Tele Sales teams were educated on the products and their advantages. The Customer Service team was also detailed about the products. All the teams were briefed about features available on Brijj.com. Gold Online Persona service was launched on 11th May 2010 and started selling from the first day. Platinum Online Persona will be launched by August 2010. Sales projections of these products indicate good contribution to Info Edge's revenues.