CareerNiche Career Transition/Outplacement Services By: Alex, Ally, and Atori Executive Summary CareerNiche Mission and Vision statement The company’s SWOT analysis Maslow Hierarchy Market analysis Stage of Product cycle SMART goals The target market Their competition Marketing mix Introduction CareerNiche: ? ? Management program that specializes in career transition/outplacement Support service that aids in brand positioning Mission Statement: ? ? The 1st Career Transition Marketing agency Positively impacting people's lives through their careers by helping them attain their dream job

CareerNiche Career Transition/Outplacement Services By: Alex, Ally, and Atori Executive Summary CareerNiche Mission and Vision statement The company’s SWOT analysis Maslow Hierarchy Market analysis Stage of Product cycle SMART goals The target market Their competition Marketing mix Introduction CareerNiche: ? ? Management program that specializes in career transition/outplacement Support service that aids in brand positioning Mission Statement: ? ? The 1st Career Transition Marketing agency Positively impacting people's lives through their careers by helping them attain their dream job. Vision Statement: ? Global leader in career transition agencies Company Analysis Strength ? ? ? ? ? Done for you services Business start up program Offers tailored/personal branding CareerNiche CareConnect & Job quest ™ Work with array of positions Opportunity ? ? ? Layoff from companies creates more market for B2C Heavier social media presence Membership site Weaknesses ? ? ? ? ? ? Company acknowledgement shortage Outdated web layout Competitive pricing ? Flexible payment plans Threats Growth of competitors Competitors offer flexible payment methods Highly affected by external factors ? ? ? Economical Unemployment-Less money to fund personal dreams Social-COVID Market Analysis Product satisfies: ? ? ? Image property of Psych-Mental Health NP Safety - Security of employment Social-Confidence, achievement, respect of peers Self-fulfillment- Moral, experience purpose, reveal inner potential Market Analysis Consumer Product: ? Professional services ? Portfolio Development ? Career Coaching ? Interview Training ? Resumes/LinkedIn profile ? Self- Assessments Consumer requirements: ? ? ? ? Price Time Specialization High regards for self/brand image Product Life Cycle Stage ? Growth Stage - CareerNiche fairly new. Canadian based company - working on expansion in U.S. Intro Growth Decline Maturity Market Analysis Market Potential: ? ? ? Resume area saturated Portfolio development allows market potential growth. 30 % growth rate Population: ? Services predominantly offered online SMART GOALS Increase social media presence by gaining additional 100 followers on Instagram within 6 mo. Tracking information by identifying amount of followers at the start of 2021 vs 6 mo. later - Objective raise brand awareness Increase consumer purchasing by at least 240 people for the end of 2021 assessing this information internal secondary data (i.e. looking at finance reports to see how many new consumers company has accumulated) Objective- Increase buyer Develop stronger brand loyalty by introducing “refer a friend” concept- measurable by the amount of referrals accumulated from beginning of 2022-2023 Objective- Brand Loyalty The Target Market Geographics Demographics Psychographic Behavioral Through research the target market has been identified and can now serve to benefit this blooming company as they seek to expand and diversify their market. Geographics Canada The Psychographic Market ? ? ? ? ? ? Parents assisting their children College Graduates looking for a Job Unprepared for crisis situations Career Driven Prestigious Leadership Development Behavioral Data ? People with college degrees ? Luxury Product owners Target Market Summary The current Target Market is a foundational group that is capable of evolving as CareerNiche expands Competition Direct Competition: ? GetFive Substitutes: ? ? ? ? VelvetJobs RiseSmart Mercer Right Management Competitor name Features GetFive Career development, executive coaching, reputation management, 1:1 coaching, and career planning. ? Career Coaching, Curated job matching, 1:1 coaching, Job Placement, 3 levels of subscription ? ? ? VelvetJobs Strengths ? ? ? ? ? - RiseSmart Career coaching, resume writing, branding, customized job leads, and team coaching ? ? ? ? ? Weaknesses They won a Stevie American Business Award They have a satisfied 93% of their customers Organized system Serval physical offices You work with highly trained coaches.. ? Globally Acknowledged Job placement guarantee Customers are working with experts They have an active social media Facebook, Pinterest, Linkedin. ? ? 98% Satisfaction of customers A team is helping 60% faster job landing compared nationally Service for life Most awarded outreach firm ? ? ? ? ? They haven’t post on their youtube page for at least a year The subscriptions have very little variation Expensive No customer service number Refunding issues Website is confusing They have no Social media Expensive Competitor Name Features Right Management Career coaching, provide a team, target job leads, they have access to local job resources, and resume writing assistance. Strengths ? ? ? - Team help 24/7 access to career solutions Social media Linkedin and twitter. Weaknesses ? ? ? ? Mercer 24/7 hour access to career coaching, they help with social network integration, manage and minimize risk, and help with HR transformation. ? ? ? They operate in more than 146 countries. They help provide health insurance and gaining employee or government benefits 70 years of experience ? ? ? ? No form of contacting the company Not as active on social media You can’t make an account with them You have to submit an application and then be accepted Difficult to find outreach programs Expensive (Most Expensive out of all of them) Products sold aren’t for outreach programs Website was overwhelming with info. Marketing Mix: Product: ? ? ? ? Service that helps with resumes, cover letters, interview techniques, career marketing strategy, negotiating job offers, helping with the start of businesses during career transitions workshop Also, They provide career management training with planning and preparation, maintaining a positive image, and preservation of company’s reputation. Product Strategy: Multiproduct Suggestions: - Help find ways that people can get jobs faster - Help with branding a business or person Marketing Mix: Place: ? ? ? ? Direct Marketing Channel Producer to Consumer Direct sale Suggestions: - Login/Create account it’s own tab Price: ? ? ? Pricing Strategy: Skimming Strategy Price adjustments: Suggestions: - Offer weekly or discount monthly trials Marketing Mix: Promotion: ? ? ? ? ? The Purpose: - Help people with their ability to get jobs - Ensure they are getting the proper help Promotional tools: - Advertisement: - Sales Promotion: - Interview secret course= $97 - Personal Selling: - Pick me up= $150 - Pro= $250 - -Premium= $400 - ViP= $500 - Ultimate job search= $697 Career Niche utilizes personal selling More brand awareness! Suggestions: - Become more active on social media BUSA 695 – Organizational Consulting Project SAMPLE PROJECT PROPOSAL Catalyst Paper Crofton Division, Crofton BC Dear : Re: Human Resource People Strategies - Performance Management Consulting Project for Catalyst Paper Crofton Division Thank you for the opportunity to explore potential consulting project ideas with you for Catalyst Paper Crofton Division. I appreciate the time you spent with me sharing information about your organization, current situation and plans for the future. I understand the many challenges your organization currently faces. The recent downsizing and reorganization of your management workforce directly affects your employees and increases the risk of morale, retention and performance issues. Following careful consideration of our discussions and your current situation I am pleased to submit the attached proposal to help you address challenges with your current employee performance management program. The proposal further explains the purpose, scope, objectives and anticipated benefits of the services I have to offer. As a human resources professional and MBA student, I have professional experiences and interests that align with your need to improve the performance of your staff workforce as you work through significant organizational change. I appreciate your review and consideration of this proposal. I would welcome another opportunity to meet with you to further discuss the details of the services I have to offer and answer any questions you may have. If you accept the terms and conditions presented please indicate your acceptance by signing the OCP proposal agreement form located on the last page of the attached proposal. Sincerely, MBA Candidate Nov 2007 Materials and concepts used in this proposal have been reproduced with permission of the Author and Client. A Consulting Proposal for Catalyst Paper Crofton Division Human Resource People Strategies: Evaluating the use of the Performance Management Program Submitted to: and Mr. Michele Vincenti Organizational Consulting Project Coordinator Royal Roads University Prepared by: Nov 2007 Materials and concepts used in this proposal have been reproduced with permission of the Author and Client. INTRODUCTION The pulp and paper manufacturing facility located in Crofton, BC began operations fifty years ago as part of British Columbia Forest Products Limited (BCFP). Now owned by Catalyst Paper Corporation, Crofton Pulp and Paper operates as one of four independent manufacturing divisions within the company’s current structure. With five manufacturing lines, Crofton produces pulp and paper products for global customers. Many changes have impacted the Crofton employees over the past decade including multiple changes in company ownership and identity. Major organizational transformations involving restructuring took place in 1996, 1998 and again in 2001. By the end of fiscal 2006, the company employed 768 union employees and 209 non-union management staff. The senior management team (SMT) relies heavily on the skill and talent of its workforce to manoeuvre through constant change and industry challenges. A performance management (PM) program exists for non-union staff employees. According to past practice the SMT communicates expectations to managers and employees by providing a yearly timeline for PM related tasks and deliverables such as completion of yearly performance evaluations for employees. Unsure of the state of the actual PM practices at Crofton, Vern Phillips, the newly appointed Director of HR requires consulting assistance to enable a well informed and strategic decision making process for addressing Crofton’s PM in support of the future direction of the company. PRESENT COMPANY SITUATION Many changes have occurred within the organization over the past year: ? In early 2007 a financial investment group, Third Avenue Management, purchased a large quantity of Catalyst shares making them the company’s single largest shareholder. Declining market prices, fiber supply challenges and a higher Canadian dollar have placed the profitability of the business in jeopardy and company strategy has turned to cost improvements. ? In August 2007, Crofton’s SMT announced and implemented a new organizational structure involving an approximate fifteen percent downsizing of the non-union management workforce. Some employees were terminated immediately; others were notified of their termination with an effective date at year end. For many remaining employees, reporting structures, home departments, job positions and responsibilities as well as future opportunities within the company have or will change. Nov 2007 Materials and concepts used in this proposal have been reproduced with permission of the Author and Client. ? In September 2007, senior management announced changes to employee performance contracts, a component of the performance management program, directly altering the employee variable pay structure. Continuous change, looming uncertainty and increasing workloads are affecting employee morale, motivation, and retention. With a leaner management workforce any employee performance and retention issues pose a significant threat to the business. As the SMT moves forward with plans to reestablish Crofton Pulp and Paper as a profitable, cost effective global competitor, the HR director is faced with the challenge of developing strategies to ensure the organization has the people resources it needs. The current situation highlights the importance of assessing the existing PM program to understand how it is being used and to ensure this component of the HR strategy meets the current and future needs of the business and its employees. Problem Definition A preliminary SWOT analysis reveals multiple challenges facing the company: External Factors ? Strengthening Canadian dollar adversely impacting profits ? Lower cost producers entering the market, specifically in China ? Increasing raw material costs, specifically oil and gas Internal Factors Financial: ? Declining EBITDA ? Weakening and extremely low share price; share price below book value ? Declining availability of capital for reinvestment Marketing: ? Shrinking market in North American ? Customers losing confidence in products due to disruptions in fiber supply ? Customers demanding guaranteed production and sourcing alternate suppliers Operations: ? Aging assets without sufficient reinvestment ? Union labour contracts expire in April 2008 Human Resources: ? Reduced workforce resulting in a loss of talent and manpower ? Morale, motivation and retention issues ? Lack of focus on human resources processes, specifically performance management and training and development. Nov 2007 Materials and concepts used in this proposal have been reproduced with permission of the Author and Client. Technology: ? Increasing complexity of technology ? Loss of advanced technical support due to restructure PROJECT PURPOSE AND SCOPE Purpose The purpose of the proposed consulting project is to conduct a Performance Management Program Evaluation that provides a narrative description of how the PM program is actually used by employees and managers within the organization and to develop recommendations for improvement. The project will be conducted through a research based methodology. Major project components include: discovery based research to investigate current practices, best practices research, gap analysis and recommendations for improvement. Scope As currently proposed, the project involves: ? Completion of one formal document, a Performance Management Program Evaluation that will provide the information and analysis required for the HR director and SMT to understand the current state of the PM program in order to strategically plan for the future of PM at Crofton. ? Recommendations for improvement based on short and long term needs of the business, employees and managers and a proposed implementation plan for recommendations where applicable. (Short term refers to the immediate year following the project; long term refers to beyond the first year). ? As the project progresses, depending on findings and timing, recommendations and / or revisions to the current PM training and communication materials may be included. The project does not involve: ? Analysis of any PM type activity related to bargaining unit employees who are currently excluded from the PM program. ? Implementing recommendations or any implementation plan. ? Gap analysis in comparison to best-of-class research. ? Evaluation, analysis or research related to technological PM solutions. Nov 2007 Materials and concepts used in this proposal have been reproduced with permission of the Author and Client. APPROACH and METHODOLOGY Approach The project will be conducted according the following steps: 1. Project set up: ? Develop research plan 2. Detailed SWOT analysis: ? A preliminary SWOT analysis was conducted in preparation of this proposal. ? Conduct a thorough SWOT analysis to identify strengths, weaknesses, opportunities and threats impacting the business. 3. Best Practices Research ? Conduct secondary research to investigate PM best practices from literature. ? Research will focus on PM concepts and approach, rather than technological solutions. 4. Internal Organizational Research ? Develop an interview instrument and submit an ethical review for research approval to the Royal Roads University (RRU) Ethical Review Board. ? Conduct primary research to investigate the current PM practices and needs at Crofton through staff and management interviews. 5. Internal Data Gathering and Review ? Collect and review relevant available data on PM program related activity within the organization. 6. Analysis ? Incorporating information collected in each of the previous stages, analyze gaps between current practices and: a) senior management expectations, b) employee and manager expectations, c) strategic goals of the business, d) performance management best practices. 7. Recommendations and Implementation Plan ? Develop recommendations for improvement based on short and long term needs of the business, employees and managers. ? Develop a recommended implementation plan moving forward based. 8. Presentation of results ? Review draft with client followed by presentation of final document. Methodology Details Develop research plan: ? Determine needs and methods for gathering information relevant to existing / past performance management program activity. Nov 2007 Materials and concepts used in this proposal have been reproduced with permission of the Author and Client. Primary research: ? Conduct interviews with an appropriate sample of management and employee stakeholders. Secondary research: ? Literature review of performance management best practices focused on concepts and approach not technological solutions. PROJECT SCHEDULE and MILESTONE DATES Project work will begin following your acceptance of this proposal with completion of the final deliverables on or before March 14, 2008. Your acceptance is required within 5 days of receiving this proposal for the project work to be completed within this time frame. PROJECT PHASE MONTH (Nov to March) N D J F M 1. Project Set Up 2. SWOT Analysis 3. Best Practice Research 4. Internal Organizational Research 5. Internal Data Gathering and Review 6. Analysis 8. Draft Report and Presentation 9. Final Revisions 8. Submit Final Report (sign off by client, advisor and RRU) COMPLETED BY November 30, 2007 November 30, 2007 November 30, 2007 December 21, 2007 December 31, 2007 January 11, 2008 February 15, 2008 February 29, 2008 March 14, 2008 TIMING AND COST ESTIMATES The final project will be completed over a 4 month period requiring a minimum of 360 hours of work. Final deliverables will be provided to you the client and submitted as a requirement of the Royal Roads University MBA program and therefore offered free of consulting fees. Limited expenses include office supplies, printing and copying costs. Royal Roads University estimates a project value of $30,000 to the client based on scope and required hours of work. ANTICIPATED OUTCOMES and BENEFITS The project will provide an analysis of Crofton’s performance management program that will assist senior management in: ? Understanding how the current PM program is used at Crofton. ? Revising the current program to meet organizational needs and business objectives. ? Setting a benchmark and measuring the success of improvement strategies implemented in the future. Nov 2007 Materials and concepts used in this proposal have been reproduced with permission of the Author and Client. ? Enabling the organization to efficiently and effectively conduct PM activities. ? Improving the PM skills and knowledge of managers. ? Improving the value of PM to individual employees and their managers. ? Improving motivation, morale, retention and performance of the staff workforce. ? Identifying and planning for required employee development and succession planning to meet the future needs of the organization. SUMMARY of PROJECT DELIVERABLES Following completion of the project you will receive 2 printed copies and 1 electronic file of the following documents: 1. Performance management program analysis document (approximately 75-100 pages plus appendices) including short and long term opportunities for improvement and applicable recommended implementation plan. 2. Power Point Presentation summarizing findings and recommendations CONSULTANT’S CREDENTIALS and CONTACT INFORMATION I completed a Bachelor of Science (B.Sc.) degree from the University of Waterloo in 2001 and 6 years working experience in the human resources field. I began my MBA in Executive Management in April 2006 at Royal Roads University. To date I have successfully completed the required course work for the program preparing me with skills and knowledge essential to working with clients to investigate potential business concerns, diagnose issues that need to be addressed and deliver effective solutions. MBA course work specifically relevant to this project include: Project Management, Business Research Methods, Consulting Skills, Change Management and Organizational Relations. My consulting philosophy centres on client partnerships; working directly with clients to provide tools, information and mutually developed solutions to ensure the client’s specific business needs are addressed. Contact information: Office: 250-246-6079 Email: mary.winchell@royalroads.ca Nov 2007 Materials and concepts used in this proposal have been reproduced with permission of the Author and Client.