business model, business model canvas, columbia, customer development, lean launchpad, lean startup, steve blank

1. Lean Launch Pad
Day 5: January 15, 2016
Team #18: Cohort 4 (formerly SmallHappySouls)
Hatem Berrima - EMBA
Harry Etra - EMBA
Jeff Gabriele - EMBA
Jaime Gacitua - MSE
Akshit Mehta - MSE
Customer Discovery
Thur. Afternoon/Friday Interviews: 11
Total Interviews: 82
1
Candidate-focused recruiting agency that matches
invisible candidates to hard to fill roles based upon
skills, personalities and career goals.

2. Key Partners Key Activities Value Propositions Customer
Relationships
Customer Segments
MULTI SIDED PLATFORM:
Key Resources Channels
Cost Structure Revenue Streams
- 25-45
- >$50k
- Exp. > 1 Year
- Global
- Uses Some Recruiting
Resource
- Large well known
companies
- Have standard positions
(easy to simulate)
- Awareness of the
benefits of personality
tests
- Providing analysis of
your personal traits
- Getting a job with firm
where you will be happy
- Providing self-
improvement tools like
feedback, articles,etc.
- Getting candidates that
are intellectually &
culturally suitable
- Reducing the risk of
mismatch in terms of
bad hire
Direct:
-Website
-Blog
-Social Media
-Website
-In house Sales Force
- Automated Services
- Co-creation
Dedicated personal
assistance
-Tests Free
-Mentorship: Usage fees
-Subscription fees
-Placement fees
-Physical:
-Intellectual
-HR:
-Candidate list
-Tests
-Algorithm
-Platform/Network
Management
-Service
Provisioning(companies)
-Platform Promotion
OPTIMIZATION &
ECONOMIES OF
SCALE:
-Psychometric Test
Companies
-Server & Cloud
-Linkedin
-Glass Door
CAREER SERVICES:
-Private college
-Community college
-Different institutions
-Tests
-Server
-Website
-Content Creators
-SGA
-R&D
-RENT
-MISCELLANEOUS
Day 1

3. Key Takeaways: Day 1
We needed to pivot or we were at a dead end
None of the current players have achieved success even though they have been working at it for 3+ years
and spent millions of dollars
There are a number of players in the analytical recruiting space
Building a petal diagram is a great way to research, understand and view a market
We did not have a unique insight or key differentiator

4. Recruiting
Agencies
Online
Analytical
Platforms
Good Apples
4
Good Apples Petal Diagram

5. Good Apples Market Size
$124 Billion US Staffing Market
$36.9 Billion US
Recruiter Industry
$3.4 Billion
US Online
Recruitment
Spend
5
Sources:
www.ibisworld.com/industry/default.aspx?indid=1463
http://www.recruitingblogs.com/profiles/blogs/global-staffing-industry-sales-top-400-billion
http://www.socialtalent.co/blog/biggest-global-recruiting-trends-of-2015-so-far-infographic

6. Key Partners Key Activities Value Propositions Customer
Relationships
Customer Segments
MULTI SIDED PLATFORM:
Key Resources Channels
Cost Structure Revenue Streams
- 25-45
- >$50k
- Exp. > 1 3 Years
- Global US
- Uses Some Recruiting
Resource
- Large well known
Established companies
- Have standard positions
(easy to simulate)
- Awareness of the
benefits of personality
tests cultural fit
- Providing analysis of your personal
traits.
- Align job search and career goals
with personality and skills, beyond
past experience and current position
- Providing insight self improvement
tools, feedback that help you develop
your career path.
- Getting a job with firm where you
will be happy
-Direct
-Website
-Blog
-Social Media
-Website
-In house Sales Force
- Automated Services
- Co-creation
Dedicated personal
assistance
-Tests Free
-Mentorship: Usage fees
-Subscription fees
-Placement fees
-Physical
-Intellectual
-HR
-Candidate list
-Tests
- Algorithm
- Platform/Network
Management
- Service Provisioning
(companies)
- Platform Promotion
- Regulation
- Candidate Review
OPTIMIZATION &
ECONOMIES OF
SCALE:
- Psychometric Test
Companies
- Server & Cloud
- Linkedin
- Glass Door
- Recruiting firm
CAREER SERVICES:
- Private college
- Community college
- Different institutions
-Tests
-Server
-Website
-Content Creators
-SGA
-R&D
-Rent 6
- Enhance pre-screening process to
be more efficient and effective,
through personality profiling
- Getting candidates that are
intellectually and culturally suitable, in
addition to skill matching.
- Getting candidates who may be
moving from other industries or
functions, that skill-based matching
may not find.
- Reducing the risk of mismatch
Day 2

7. Candidate Hypotheses to Test and Pass/Fail Experiments
Hypothesis Test/Experiments Pass/Fail Signals Results
Candidates: Candidates
want feedback on why they
don’t get positions and
what they can do to
improve
Ask what kind of feedback they
would like. Share sample job
rejection feedback and ask if it is
valuable. Ask if they will pay for it
and how much. Get financial
commitment during the interview
Candidates want to know
skills and
personality/culture gaps
for jobs
PASS (Common response from
career switchers)
Candidates: Candidates
are willing to pay to help
them find a job
Put together an offering sheet with
4 offers and have candidates
select the ones they want
Candidates will pay up to
5% of first year’s salary
FAIL (Willingness to pay at high
end was 1% to 2% of first year’s
salary)
Candidates: Candidates
will be willing to spend the
time to take personality and
neuroscience tests? Will
they will be ok with us
sharing the result with
companies?
Ask candidates how much time
they would be willing to invest in
taking tests. Show candidates
example tests. Show candidates
the results of tests and ask them if
they would be ok with us sharing it
with other people
Candidates will spend up
to 1 hour on personality
tests as part of job
process
PASS (Candidates willing to take
personality tests if they will get
feedback and think time
investment will increase chances
of getting a job.)
Candidates: Career
changers would pay for
help to get a position in
their new career
Ask a hybrid candidates Willing to pay a one-time
or subscription fee for
access
PASS/FAIL
$50 one-time
1% to 2% of salary
Freemium approach 7

8. Key Partners Key Activities Value Propositions Customer
Relationships
Customer Segments
MULTI SIDED PLATFORM:
Key Resources Channels
Cost Structure Revenue Streams
- 23-35 years old
- >$50k
- Exp. > 1 3 Years
- Global US
- Uses some recruiting
resource or personal
networks
- Large well known
Established companies
- Have standard positions
(easy to simulate)
- Awareness of the
benefits of personality
tests cultural fit
- Providing analysis of your personal
traits.
- Align job search and career goals
with personality and skills, beyond
past experience and current position
- Providing insight self improvement
tools, feedback that help you develop
your career path.
- Getting a job with firm where you
will be happy
-Direct
-Website
-Blog
-Social Media
-Website
-In house Sales Force
- Automated Services
- Co-creation
Dedicated personal
assistance
-Tests Free
-Mentorship: Usage fees
-Subscription fees
-Placement fees
-Physical
-Intellectual
-HR
-Candidate list
-Tests
-Career Aspiration
Survey
- Algorithm
- Platform/Network
Management
- Service Provisioning
(companies)
- Platform Promotion
- Regulation
- Candidate Review
- HR/Hiring Mgr
Training
OPTIMIZATION &
ECONOMIES OF
SCALE:
- Psychometric Test
Companies
- Server & Cloud
- Linkedin
- Glass Door
- Recruiting firm
CAREER SERVICES:
- Private college
- Community college
- Different institutions
-Tests
-Server
-Website
-Content Creators
-SGA
-R&D
-Rent 8
- Getting candidates who may be
moving from other industries or
functions, that skill-based matching
may not find.
- Getting candidates that are
intellectually and culturally suitable, in
addition to skill matching.
- Enhance pre-screening process to
be more efficient and effective,
through personality profiling
- Reducing the risk of mismatch
Day 3

9. HR People, Hiring Managers & Recruiters: Hypotheses to Test and Pass/Fail Experiments
Hypothesis Tests/Experiments Pass/Fail Signals Result
HR People, Hiring Managers &
Recruiters: Recruiters are an
expensive outsourced hiring resource
for companies
Ask company HR people how much they pay to
recruiters annually and how long recruiter
candidates last at companies vs. direct hires
Outside recruiters are
significant costs for HR
departments and companies
PASS (Third-party recruiter
fees are at a minimum more
than 2x internal employee
referral fees)
HR People, Hiring Managers &
Recruiters: Companies are not
satisfied with the (number and quality)
of candidates they get through
recruiters.
Ask how many resumes on average they
receive. Ask what percentage they actually
interview. Ask if they think they are getting too
many that are not applicable
HR people say they have not
been satisfied by using
outside recruiters
PASS/FAIL (Mixed results:
works better for senior level
positions than junior/entry-level
roles)
HR People, Hiring Managers &
Recruiters: Companies would like to
receive fewer better fitting resumes.
Companies would be willing to pay for
this.
Ask if they would prefer to review a smaller
number of better fitting resumes, versus a larger
number that they can distill through
Say that any solution needs
to demonstrate direct cost
savings
FAIL (More feedback on
making process easier vs.
direct time savings)
HR People, Hiring Managers &
Recruiters: Career changers are
invisible, and they would pay if they
are presented a compelling career
changer.
Show our MVP to a Recruitment Manager, ask
if they would be willing to present our
candidates one of their clients
They will be willing to give us
$7,500 for every person we
show them and gets hired.
PASS/FAIL
Would pay up to 10% of first
year’s salary
HR People: they are interested in an
Artificial Intelligence tool that learns
from past recruiting decisions and
help them make future decisions.
Ask if they are interested in such a system and
how much they are willing to pay for it. Ask if
they see that the system will benefit their
relationship with the hiring managers and help
them make better decisions.
Say that need the solution
and are willing to pay for it.
PASS ( Would help in
assigning proper job
description to get the right
candidates)
9

10. Key Partners Key Activities Value Propositions Customer
Relationships
Customer Segments
Key Resources Channels
Cost Structure Revenue Streams
Day 4
- 23-35 years old
- >$50k
- Exp. > 1 3 Years
- Global US
- Uses some recruiting
resource or personal
networks
-Finds it hard to change
roles
- Large well known
- Established Recruiting
firms that serve middle
market companies
- Have standard positions
(easy to simulate)
- Awareness of Open to the
benefits of cultural fit and
hybrid skills
- Providing analysis of your personal
traits.
- Align job search with career goals,
personality and skills, beyond past
experience and current position
- Providing insight self improvement
tools, feedback that help you develop
your career path
- Getting a job with firm where you
will be happy
-Direct
-Website
-Blog
-Social Media
-Website
-In house Sales Force
- Automated Services
- Co-creation
-Word of Mouth
-AdWords
-Email Marketing
-Workshops at graduate
schools
-Community based
engagement
Dedicated personal
assistance
-Tests Free
-Mentorship:
$29.99/month
-Subscription fees:$1,000/year
-Placement fees: $2500 of first year
-Physical
-Intellectual
-HR
-Candidate list
-Tests
-Career Aspiration
Survey
- Recruiting Managers /
Firms HR Contacts
- Algorithm
- Platform/Network
Management
- Service Provisioning
(companies)
- Platform Promotion
- Regulation
- Candidate Review
- HR/Hiring Mgr Training
- Recruitment agency
networking.
OPTIMIZATION &
ECONOMIES OF
SCALE:
- Psychometric Test
Companies
(Psychometric, career
preference...)
- Server & Cloud
- Linkedin
- Glass Door
- Recruiting firm
CAREER SERVICES:
- Private college
- Community college
- Different institutions
-Tests
-Server
-Website
-Content Creators
-SGA
-R&D
-Rent
-Coaches
10
- Providing candidates who may be
moving from other industries or
functions, that skill-based matching
may not find.
- Getting candidates that are
intellectually and culturally suitable, in
addition to skill matching.
- Enhance pre-screening process to
provide “invisible” hard to find
candidates be more efficient and
effective, through personality profiling

11. Key Takeaways: Days 2-4
Recruiters charge between 15 - 20%, so our initial margin will only be ~5%
Recruiters are our first entry into the market (Google -> Yahoo relationship)
HR is the biggest obstacle and are our SABOTEUR. This is the biggest barrier to entry, so we had to find a new channel to sell through
Job candidates are willing to provide their professional information and take personality tests, but not willing to pay for it
There are hard to fill positions that can benefit from people with transferrable skills and personality traits across industries and functions
Underserved market of “invisible candidates”

12. Key Partners Key Activities Value Propositions Customer
Relationships
Customer Segments
Key Resources Channels
Cost Structure Revenue Streams
Day 5
- 23-35 years old
- >$50k
- Exp. > 1 3 Years
- Global US
- Uses some recruiting
resource or personal
networks
-Finds it hard to change
roles
Established Recruiting firms
that serve middle market
companies and hard to fill
roles
- Have standard positions
(easy to simulate)
- Awareness of Open to the
benefits of cultural fit and
hybrid skills
- Align job search with career goals,
personality and skills, beyond past
experience and current position
- Providing analysis of your personal
traits.
- Providing insight self improvement
tools, feedback that help you develop
your career path
- Getting a job with firm where you
will be happy
-Direct
-Website
-Blog
-Social Media
- Industry publications
-Website
-In house Sales Force
- Automated Services
- Co-creation
-Word of Mouth
-AdWords
-Email Marketing
-Workshops at graduate
schools
-Community based
engagement
Dedicated personal
assistance
-Tests Free
-Mentorship:
$29.99/month
-Subscription fees:$1,000/year
-Placement fees: 5% of first year’s
salary
-Career Aspiration
Survey
-Physical
-Intellectual
-HR
-Candidate list
-Tests
- Recruiting Managers /
Firms HR Contacts
- Algorithm
- Platform/Network
Management
- Platform Promotion
- Regulation
- Candidate Review
- HR/Hiring Mgr Training
- Recruitment agency
networking.
OPTIMIZATION &
ECONOMIES OF
SCALE:
- Recruiting firm
- Psychometric Test
Companies
(Psychometric, career
preference...)
- Server & Cloud
- Linkedin
- Glass Door
CAREER SERVICES:
- Private college
- Community college
- Different institutions
-Tests
-Server
-Website
-Content Creators
-SGA
-R&D
-Rent
-Coaches
12
- Providing candidates who may be
moving from other industries or
functions, that skill-based matching
may not find.
- Getting candidates that are
intellectually and culturally suitable, in
addition to skill matching.
- Enhance pre-screening process to
provide “invisible” hard to find
canidates be more efficient and
effective, through personality profiling

13. Matchers
Companies
Candidates
Start-up
13
Fresh Graduate
Hiring Manager
Mid Level
Senior Level
Looking
Career switchers
Professional
Communities
Job Boards
Recruiting
Agencies
Career
Services
Mid-size Company
Hiring Manager
HR
Large Company
Hiring Manager
HR
Talent
Management
Software
Looking
Same career
Passive
Business Process - Fresh Graduates
LinkedIn
Monster
Assessment tools
(Personality tests)
Assessment
Companies

14. Matchers
Companies
Candidates
Start-up
14
Fresh Graduate
Hiring Manager
Mid Level
Senior Level
Looking
Career switchers
Professional
Communities
Job Boards
Recruiting
Agencies
Career
Services
Mid-size Company
Hiring Manager
HR
Large Company
Hiring Manager
HR
Looking
Same career
Passive
LinkedIn
Monster
Talent
Management
Software
Assessment tools
(Personality tests)
Assessment
Companies
Business Process - Senior Level

15. Matchers
Companies
Candidates
Start-up
15
Fresh Graduate
Hiring Manager
Mid Level
Senior Level
Looking
career switchers
Professional
Communities
Job Boards
Recruiting
Agencies
Career
Services
Mid-size Company
Hiring Manager
HR
Large Company
Hiring Manager
Talent
Management
Software
HR
Looking
same career
Passive
LinkedIn
Monster
Assessment tools
(Personality tests)
Assessment
Companies
Business Process - Middle Level (Same Career)

16. Matchers
Companies
Candidates
Start-up
16
Fresh Graduate
Hiring Manager
Mid Level
Senior Level
Looking
career switchers
Professional
Communities
Job Boards
Recruiting
Agencies
Career
Services
Mid-size Company
Hiring Manager
HR
Large Company
Hiring Manager
HR Talent
Management
Software
Looking
same career
Passive
LinkedIn
Monster
Assessment tools
(Personality tests)
Assessment
Companies
Business Process - Middle Level (Changers/Hybrid)
Get filtered out by recruiters and HR

17. Assessment tools
(Personality tests)Companies
Candidates
Start-up
17
Fresh Graduate
Hiring Manager
Mid Level
Senior Level
Looking
career switchers
Good
Apples
Mid-size Company
Hiring Manager
HR
Large Company
Hiring Manager
HR Talent
Management
Software
Looking
same career
Passive
Assessment
Companies
Business Process - Middle Level (Hybrid Candidates)
Enter Good Apples
Matchers
Professional
Communities
Job Boards
Recruiting
Agencies
Career
Services
LinkedIn
Monster

18. 18
Manpower
Hardest Jobs to Fill in 2015
1. Skilled Trade Workers
2. Drivers
3. Teachers
4. Sales Representatives
5. Administrative Professionals
6. Management/Executives
7. Nurses
8. Technicians
9. Accounting and Finance Staff
10. Engineers
Hard to Fill Positions -> Customer Segments
http://www.shrm.org/hrdisciplines/staffingmanagement/articles/pages/10-toughest-jobs-to-fill-
2016.aspx#sthash.Xdeqh71x.dpuf
http://www.manpowergroup.us/campaigns/talent-shortage-2015/
Society for Human Resource
Management
The 10 Toughest Jobs to Fill in 2016
1. Data Scientist
2. Electrical Engineer
3. General and Operations Manager
4. Home Health Aide
5. Information Security Analyst
6. Marketing Manager
7. Medical Services Manager
8. Physical Therapist
9. Registered Nurse
10. Software Engineer

19. Good Apples Customer Segments
Millennials Manish and
Mary
http://www.sciencedaily.com/releases/2014/10/141001184410.htm
http://www.businessinsider.com/generation-x-least-prepared-for-retirement-charts-2013-5
http://thedailybanter.com/2014/03/the-daily-banter-mail-bag-millennial-republicans-charlie-pierce-and-
some-dude-is-really-high-right-now/; https://www.washingtonpost.com/lifestyle/magazine/the-confident-
generation-millennial-women-are-changing-what-work-looks-like/2012/11/21/3b9f74d2-237c-11e2-ac85-
e669876c6a24_story.html
23-35 years old, single without children
Jumps between jobs to build resume and
experience
Looking for positions in a different industries
and functions
Wants to be viewed beyond resume
Values cultural/personality fit in a company
35-55 years old, married with children
Gets inundated with resumes every time they post
a position
Tired of candidates lying on resumes and in
interviews
Spends too much time reviewing resumes, managing
recruiting resources, and interviewing candidates
Concerned with employee churn and cultural fit
Hiring Hailey and Hal

20. Millennials Manish and
Mary
Struggles to find job when
changing industries or functions;
does not know available options
Relevant experiences, interests,
or personality traits may not be
reflected on resume or LinkedIn
Hiring Hailey and Hal
Inundated with resumes and
time-consuming manual resume
review for hard to fill positions
Hard to identify candidates that
have transferrable skills
Personality and skill based
matching add important
dimension that develops long
term relationship through
platform with candidates and
companies
Good Apples
Value Proposition -> Customer Segments

21. Millennial MANISH JHA
MSE/ SOFTWARE DEVELOPER
WWW.LINKEDIN.COM/,MANISH
Manish would be an ideal fit in a Public Policy role.

22. 22
- Word of Mouth
- AdWords
- Email
Marketing
- Workshops at
graduate
schools
- Network with
recruiting
agencies
Premium Customers:
- Delivering
leads
- Mentorship
-Build community
-Blog
-Webinar
-Encouraging candidates to keep
profile
-Scraping & helping update their
LinkedIn
- Certified course
- Training Programs
-Networking event
-Career Services
-Email marketing
- Promotional events
- Training/Seminars
-Dedicated personal
assistance

23. Recruiters Companies
Good
Apples
$1,000
Monthly
Subscription
$7500$2,500
Per Candidate
Placed
Candidates
Per Candidate
Placed
Monthly Cost
Freemium Model
$29.99/month
$30
Human
Resources
Internal
Departments
Budget
$7500
Per Candidate
Placed
Manish
Hailey
https://en.wikipedia.org/wiki/The_SaboteurSTEVE BLANK- CUSTOMER SEGMENTS http://www.sciencedaily.com/releases/2014/10/141001184410.htm
http://www.businessinsider.com/generation-x-least-prepared-for-retirement-charts-2013-5
Good
Apples
Revenue Model

24. Next Steps
Find a company to test against best employees
Understand what level of information we can scrape from data tool
Target pool of candidates that are willing to take
Identify potential recruiter partners to test outputs from tests
Sample range of personality profile and neuroscience tests and potential outputs

25. Key Learnings
- Embrace the pivot
- Listen to lots of customers
- There are ups and downs, ups are better