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Brendan Minor, Craig Gingerich, Eric Coffaro, Stephanie Gage

Dr. Sandeep Singh (advisor)

The College at Brockport, SUNY

Apply with Confidence

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Tables of contents

  1. Our Mission
  2. Value Proposition
  3. Our Services
  4. SWOT Analysis
  5. Our Markets
  6. Our Industry
  7. Competitive Forces
  8. Marketing Process
  9. Our Finances
  10. Conclusion

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VERA’s Mission

Our mission is to become the world leader in pre-application resume verification.

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Core strengths:

  • Reliability
  • Accuracy
  • Unbiased

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VERA’s Value Proposition

  • Highest reliability of education and experience verification
  • Seal of Approval
  • Unbiased verification
  • Differentiation of

applicants

  • Backed by SUNY**

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**No Commitment Yet

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The Process

Before

After

After

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SWOT Analysis

Strength

  • Not for profit organization
  • First mover advantage
  • Backed by SUNY for credibility
  • Unfulfilled need

Weaknesses

  • Unrecognized brand name
  • Large upfront costs
  • No copyright yet
  • Large variations in costs among resumes

Opportunities

  • Huge amount of growth in United States
  • International growth
  • Collaboration with colleges
  • Collaboration with businesses

Threats

  • New entrants
  • Existing background checking firms
  • Employers not recognizing our seal
  • Legal implications
  • Potential forgery

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Target Clients

  • Job Seekers
      • Typical Age- 18-25 years old
      • Psychographic-motivated to differentiate resume
      • Geographic- starting with Brockport, expanding regionally

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VERA’s Industry

  • VERA is a nonprofit organization
  • Competitors focus on companies not applicants
  • VERA has the advantage of a pre-approval
  • VERA backed by a state agency

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VERA Expansion

  • Locked PDF --> revenue stream for changes
  • New set of graduates each year
  • Collaboration with universities and career planning services
  • Growth through geographical expansion

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Initial Market

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One Year Area

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US Expansion

  • 3 years - NE
  • 5 years - West
  • 7 years - Southeast
  • 10 years - North Central
  • 12 years South Central
  • 15 years - Southern Rockies
  • 16 years - Northern Rockies

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Marketing

  1. PR-free and effective starting point
  2. Social Media
    1. Facebook & Twitter-applicants
    2. LinkedIn-employers (some applicant)
  3. Advertising- Commercial-applicant
  4. Direct Selling- aimed at career services and colleges
  5. Direct Mail- to employers stating evaluation process, high standards

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Commercial

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VERA’s Financials

  • Individual: $19.99
  • Yearly memberships for college career centers
  • 50%-Gross Margins
  • 20%-Net Surplus--> Website, marketing and technology
  • Annuity per resume

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Wrap up

  • Resume Differentiations
  • Non for profit
  • First mover advantage
  • Immense Opportunity for expansion

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Thank you for your time

Like us on Facebook!

https://www.facebook.com/VerifiedResumeActivities

  • Brendan - bmino1@brockport.edu
  • Craig - cging18@gmail.com
  • Eric - ecoff2@brockport.edu
  • Stephanie - sgage1@brockport.edu

For more information see the handout provided