! Threat of New Entrants: Moderate to High Since Work Crush would essentially act as an overlay to existing social networks, there is a reasonably high threat of new entrants. The barriers to building a social overlay are pretty low since the major social networks (Facebook, Twitter, LinkedIn, Google, Foursquare) have APIs that allow for building functionality on top of the connections and information already existing on their networks. In the current market, there is a great opportunity to move first by taking current stop-gap behaviors and build a product ecosystem that fits the growing niche of freelance workers. ! Bargaining Power of Buyers: Moderate There are two buyer audiences, SBOs (and employees doing their own hiring) and freelancers. ! Those hiring currently have a number of DIY options, however they tend to be expensive and impersonal (job boards, recruiting firms, and even LinkedIn). Or they are stop-gap solutions for scaling WOM, like posting on social media. This solution would be free for posters and add scale to the current solutions — a pretty clear win. ! Freelancers have a number of options available for finding gigs from free options like scrolling through job boards and posting themselves on freelance sites, to networking at pricy conferences, but even the job boards that have a social element (like Jobs with Friends) don’t harness opportunities directly from your network. ! ! Bargaining Power of Suppliers: Low Any of the social networks could change, or stop allowing access to their APIs at any time, so it will be essential for Work Crush to build a proprietary means of tracking connections over time to ensure that it’s success isn’t totally dependent. Work Crush would not need to be totally reliant on any one network, which, in the short term would help mitigate the risk of failure due to changes on any one API. ! Threat of Substitutes: Moderate There are several substitutes for Work Crush that all promise the chance for connection, including professional conferences and LinkedIn, but Work Crush differs and provides added value by layering onto of existing network sites to provide an additional layer of functionality. ! Overall, the market is moderately attractive, there is a risk of a hot new entrant swooping in, but if Work Crush can grow quickly enough and provide differentiated value, that could make all the difference ! Market Sizing (Top Down) ! Next, let’s take a look at the current market size for digital job search tools. (Assuming that this includes anyone who is not employed full time by an employer) ! Civilian Labor Force = 155M1 Number of contingent workers in the US = 43M 2 ! Total number of LinkedIn users in the US = 93M3 LinkedIn Percent Uptake by Total US Labor Force = 60% Percent of LinkedIn Users using Premium Subscriptions = 20%3 Cost of Standard Job Seeker Product per Month = $29.95 Trend Analysis ! Technological Trends (Change key resources): Recent technological trends are exactly make what we are proposing to do with Work Crush possible – finding connections via existing social networks and adding value to existing systems. As long as key social networks continue to provide APIs with access to connections, Work Crush should be able to utilize them. ! Societal/Social Trends (Change customer segments): Intuit predicts that more than 40% of the US workforce will be contingent workers by 20204, which if it proves to be true would make tools for making and strengthening professional connections even more important. The latest report show that the number of self employed workers are down since the recession5, but since college enrollment also tends to dip down after recessions6, may be more of result of increases in employer hiring than long term trends. This area deserves more research into any cyclical nature in full-time hiring during booms and recessions. There are other trends like “portfolio careers”7 and lifestyle freelancing8 that nod at a growing market. ! Regulatory Trends (Change key partnerships): Since Work Crush would work through direct communications rules and regulations around digital communications (CAN-SPAM Act, etc.) and personal information (Privacy Laws and Regulations) should be monitored and closely followed. With Work Crush we would need to clearly specify what information is gathered and used, and ensure that communications happen between users on a qualified basis, allowing the recipient to opt-out of communications and report any potential users who might abuse the service. However, since communications would be in-network, there should be a degree of self monitoring among users. ! References ! 1http://www.bls.gov/news.release/empsit.nr0.htm 2http://blogs.hbr.org/2013/02/independent-work-may-be-inevit/ 3http://press.linkedin.com/about 4http://http-download.intuit.com/http.intuit/CMO/intuit/futureofsmallbusiness/intuit_2020_report.pdf 5http://www.marketwatch.com/story/number-of-self-employed-workers-in-us-down-5-percent-since-end-of-recession-according-to- new-report-from-careerbuilder-and-emsi-2014-02-06?reflink=MW_news_stmp 6http://blogs.wsj.com/economics/2013/09/03/number-of-students-enrolled-in-college-drops/ 7http://www.learnvest.com/2013/02/the-hot-new-work-trend-portfolio-careers/ 8https://www.freelancersunion.org/blog/2013/10/24/freelancers-are-building-sharing-economy/