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TRANSCRIPT
“What do you want to be when you grow up?”
Accountant
Physician
Web developer
Research analyst
Software developer
Statistician
SurgeonPhysical therapist
Pediatrician
Psychiatrist
Orthodontist
Design consultant
Registered nurse
Financial advisor
Mechanical engineer
Design researcher
Interpreter
Environmental engineer
Management analyst
Database administrator
Computer support specialist
Lawyer
Professor
Veterinarian
Anthropologist
Genetics counselor
Anesthesiologist
Documentary filmmaker
Interaction designerGraphic designer
Curator Animator
Art therapist
Branding consultant
City planner
Dancer
Dancer
Musician
Artist
Editor Forensic engineer
Interior designer
Meteorologist
Journalist
Publicist
Social media strategist
Videographer
Athlete
News anchor
Writer
Veronica, 8th grade
“I enjoy doing all types of creative projects”
Due to limitations of social circles, youth are not exposed to a variety of career opportunities.
Student to counselor ratio (2014) is
476:1 Career counselors are not accessible for most students due to their scarcity.
Data Source: student-to-counselor ratios at public schools (2014)CHAPTER 4: COLLEGE COUNSELING IN SECONDARY SCHOOLS. National Association for College Admission Counseling. https://www.nacacnet.org/news--publications/publications/state-of-college-admission/soca-chapter1222/
Counseling isnot effective.
How can we help youth explore career options beyond their social circles and make career-related information more tangible?
Passage is an online platform that helps students navigate career exploration and provides more tangible and personalized information by connecting them with professionals.
Explore - Connect - Plan to action
Explore - Connect - Plan to action
Explore - Connect - Plan to actionHelp youth reflect on themselves by prompting questions.
Explore - Connect - Plan to action
Visualize relationship between youth’s interests and possible occupations
Explore - Connect - Plan to actionCareer overview with option to contact industry professionals
Explore - Connect - Plan to actionFind an industry professional to connect withExplore - Connect - Plan to action
Explore - Connect - Plan to actionRequest to connect with an industry professional with introduction
Explore - Connect - Plan to actionAnd preparing questions for the conversation.
Explore - Connect - Plan to actionGuideline facilitates conversation between youth and professional
Explore - Connect - Plan to actionYouth follow-up post video chat to reflect + think about what they learned
Explore - Connect - Plan to actionYouth leave a thank you note for the professional + have the opportunity to ask additional questions
Talk to more professionals
Reflection
Explore - Connect - Plan to action
Explore - Connect - Plan to actionJourney helps students reflect on what they did and think about next steps
Explore - Connect - Plan to action
Explore - Connect - Plan to actionJourney helps students reflect on what they did and think about next steps
Mentorship
Explore - Connect - Plan to action
Customizable worksheet for next steps helps students have a structured planning process while helping mentors check-in on their progress
Regular monthly check-in
How?
parents
youth
professionals
How do we make professionals feel at ease?
Guidelines
How can we keep professionals motivated?
How do we make motivate professionals?
CertificatesRewards
Level 1Bulletin-board
Level 2Conversation
Level 3Mentorship
Level of involvement
Allow them to choose their level of involvement on the platform
• Mentor youth• Mentor certification
• Have conversation with youth• Social network certification if they complete 5 + conversations
• Provide personalized responses to Q/A • Write job ‘wiki’
How do we make professionals feel at ease?
Guidelines
Share youth’s progress via email updates
How do we make parents feel comfortable and involved?
How do we make motivate professionals?
CertificatesRewards
Screen professionals before they can take part on the platform
Go-to-market
Partner w/ companies to recruit professionals
parents
youth
professionals
companies
Go-to-market
parents
youth
professionals
companies
schools
Partner w/ companies to recruit professionals
Partner w/ schools to advertise new service + acquire user base
Revenue?
Offerings
Business Model
1. Explore 2. Connect 3. Plan to action
Price system
Exploration + Bulletin board
Find professionals +Have conversation
Mentorship
Annual subscription $120 OROne-time payment $10/each session (30mins)
Free
Business Model
Price System.
Explore ---- Connection --- MentorFree $50
We’ll start from San Francisco
First Year Revenue
Volunteer hours
Penetration Rate
882K x 5% x $20 =
Value per hour (2 sessions)
$881K
209900 Volunteer hours 209900(total professionals in certain career) * 21%( provide vOT) * 20 hours (average volunteer time per year)
Average online tutor charge earns $16.84 per hour
Students benefits in first year
88.2KThe number of total conversation
7350 The number of students we can serve
Profit & How we use the profit
$881K - $630K = $251K Revenue Cost
Provide free conversation for low-income families
Recruit more professionals
Acquire more corporate partners
Appendix
Explore Connect Plan to action
Customer Actions
Make account
Find interest Find job titles Read job descriptions
Find professionals Send request and introduction/question list
Get confirmation Get reminder Talk with professional
Have reflection and write thank you note
Send mentor request
Communicate with mentor
Made a plan
Service Frontstage Actions
Show forms for profile
Show interest list and forms
Show job title list (primary and secondary related)
Show job descriptions
Show list of professionals related to the job category
Show forms for date and questions
-Send notifications and emails
-Show link to question lists
-Send notifications and emails 1 day before the conversation
-Show link to question lists
Show video chat screen
Show forms for follow-up right after the conversation
Show forms for mentor request
Show message screen
Show forms for action plan and journey
Service Backstage Actions
Create user account
- Generate interest list from DB- Record user input
Search job titles that match with interest
Search job descriptions from DB
Search profesionals that match with specific job title
-Send request to professional with introduction and question list
-Save question list for future use
-Professional responds with availablitiy
-Generate notification and email when gettng acceptance from professional
-Generate formatted question list
-Send updates for parents
Generate notification and email
- Provide video chat function
- Record conversation for safety
- Send follow-up questions and thank you note to professional
- Record user input
-Professional also sends feedback to student
-Send request to professional with guideline
-Professional responds with availability
Send message to professional
Generate journey screen based on history of user activities and input
Support Processes User DB
-Job + interest DB-User profile DB- Algorithm to match between interests and job recommendations-Interface for job descriptions (user-generated content)
-Professionals DB-Screen process
-Scheduling system-User profile DB
Email systemVideo chat system
User profile DB User profile DB Message systemUser profile DB
Physical Evidence Website WebsiteEmail and website
Email and website
Website Website
Service Blueprint
What do mentors do?
Level 1Bulletin-board
Level 2Conversation
Level 3Mentorship
Level of involvement
Next steps advice Plan for action
Track students’ progress/monthly check-ins
Data source of Volunteer hours
1. Total professional employee:
California tech employers hired 37,782 workers by January 2015. http://www.bizjournals.com/sanfrancisco/blog/techflash/2015/03/largest-sf-tech-employers-jobs-salesforce-twitter.html
Tech company (Computer and Mathematical) is 9% of all jobs. http://www.bls.gov/regions/west/news-release/occupationalemploymentandwages_sanfrancisco.htm
Total employee in SF is: 419,800 workers, we can focus on management, arts, business, calculate them roughly to be 50%.
Total professionals are: 209900
2. 21% of companies across different sizes offer paid off for volunteeringhttps://www.shrm.org/hr-today/trends-and-forecasting/research-and-surveys/Documents/2015-Employee-Benefits.pdf
3. General information about employee volunteer time per year: 1day to 5 days. http://blog.volunteermark.com/everything-you-need-know-about-recruiting-paid-volunteers
-> Average hours are 2.5 days, that is 20 hours.
Total volunteer hours of those people: 209900 * 21% * 20 hours = 881580 hours
Benefit for students
Total conversation session, 882K x 5% x 2 = 88.2 K
We encourage each students to have at least one conversation every month, that means 12 conversation one year. So We can totally serve 88.2/12 = 7350K
students
Initial focus
Management
Business and Financial Operations
Computer and Mathematical,Architecture and Engineering,Life, Physical, and Social
Science,Community and Social Services,Legal,Education, Training, and Library,Arts, Design,
Entertainment, Sports, and Media
Experience prototype (for ‘Explore’)
Experience prototype (for ‘Connect’)
Pre-conversation preparation Conversation between a student and a professional via a video call system
Follow-up
We sent students preparation documents (self-introduction + questions during conversations) as well as asked professionals to submit their bio.
We tested conversation without the guideline and with guideline. Also we revised the questions during conversation through iteration.
We asked students to fill out to follow-up note that consist of reflection of what they learned and thank you note and questions for professionals.