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What’s Next for NEXTApplication Consulting
Group Z4
Table Of Contents
Cover Page…………………………………………………………….1Table Of Contents…………………………………………...………..2Group Z4……………………………………………………………….3Executive Summary…………………………………………………..4Where Is NEXT Now………………………………………………….5Methodology: Data Collection Process……………………………..6Grouping Data Process………………………………………...…….7Data From Industry Analysis…………………………………...…....8
Analyze…………………………………………………...……..9Assess………………………………………………………….13Build…………………………………………………………….14Testing New Design…………………………………………..18Recommendation……………………………………………..19
Data From Interviews………………………………………………..20Analyze………………………………………………………...21Assess…………………………………………………….……22Build…………………………………………………………….23Testing Sample Profiles……………………………………...25
Data From Targeted Marketing...................................................26Analyze……………………………………………….………..27Assess………………………………………….……………...28Build……………………………………………………………29Test New Design……………………………………………..32Recommendation…………………………………………….33
Conclusion…………………………………………………………...34Works Cited………………………………………………………….35
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Group Z4
JP KostelnikInterdisciplinary Business Management
Ariana CarverPsychology Major
Entrepreneurship [email protected]
Nick GiannottiAmerican Studies [email protected]
Kailin GongInternational Studies Major
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Executive Summary
The ChargeWhen Jennifer Pope Baker spoke to our class at the beginning of the semester, she tasked each group with the objective to find a way to attract quality applicants to apply for the NEXT Initiative. Our solution was to include:
A message and vehicle to reach right entrepreneurs. A message that gives the applicants a real sense of what they
are hired to do.
ProcessThe process that group Z4 followed during the course of the semester involved heavy amounts of data from:
Research Interviews Surveys
A strict methodology to take data collected and applying it in useful ways to find helpful recommendations for the NEXT Initiative:
Collect Analyze Assess Build
Recommendations Based on research conducted and data collected over the course of the semester, our group recommends the following:
A new marketing campaign
An updated and more informative webpage
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Where is NEXT Now?
In keeping with the founding mission to help bring women in poverty, between the ages of 18-24, to a life of independence and economic stability, the NEXT Initiative just announced it’s first fellowship.
The NEXT Farming Initiative
With a focus on helping “non-violent, female ex-offenders who are 18-24 years old” this initiative strives to help these women “to work on their road to success.”
Nekoma Burcha and Alena Jones, winners of the first application process and creators of the NEXT Farming Initiative.
For more information about NEXT Farming Initiative: http://www.womensfund.org/blog-and-news/2015/october/women-girls-central-indiana
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Methodology: Data Collection Process
Throughout the course of the semester, our group followed a specific process and methodology that mapped out our data collection from getting data to applying it for creating recommendations.
CollectCollect Data
AnalyzeAnalyze Data Collected
AssessFind out how to apply analyzed data to the charge
BuildBuild on prior assessmentsPivot if new data suggests
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Grouping Data Process
As our group continued to build on our data collected, we separated our collected data into three groups:
1. Data collected from an industry analysisa. Research was conducted on different Accelerators and
incubators. All organizations researched had either a focus on social issues, women’s empowerment issues, and/or both.
2. Data collected from interviewsa. After collecting data and conducting research on the first
two data points, our group developed this data category in order to best develop strategies to find, market to, and acquire quality target applicants.
Data collection from these two groups fed directly into the third data group:
3. Data collected from potential target applicantsa. After collecting data and conducting research on the first
two data points, our group developed this data category in order to best develop strategies to find, market to, and acquire quality target applicants.
b. This data category involved more specific methodology as it was based off of the collection of data from the first two data categories.
Recommendations
Data from Industry Analysis
Data from Interview
s Data from Targeted
Marketing
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Data From Industry Analysis
National
International
Unreasonable InstituteBoulder, CO
Agora PartnershipsWashington DC Echoing Green
New York, NY
GSBI AcceleratorSanta Clara, CA Panzanzee
Chicago, IL
1871Chicago, IL
OgunteLondon, UK
CREAFederal District, Mexico
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AnalyzeWhile doing research on different incubators and accelerators, we found several commonalities across organizations:
Selection Criteria section o What the organizations are looking for in applicants. o What they expect to see from applicant results.
Get In Touch sectiono Gives the organization a sense of openness and
willingness to assist and answer applicant’s questions to help them produce their best application and figure out whether or not this organization’s mission and objectives are for them.
o “Make ourselves overly available […] During the application process you can come as many times as you want to get feedback and thoughts on how you're approaching your application.”
Megan from People’s Liberty o “The webinars were helpful, because I could log on in the
middle of the day and listen to Jennifer talking about the application process and exactly what they were looking for and what they weren’t looking for. I thought that was a great idea, and would recommend that they do this again.”
Former NEXT applicant
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Agora
Partnership
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Unreasonable Institute
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Echoing Green
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AssessFollowing the research conducted for the industry analysis, our group assessed the current page for the NEXT Initiative. The assessment consisted of:
A survey asking that asked for comments regarding the current NEXT website.
o Surveyed 30 people Responses included comments about:
The colors feel a little old […] prefer something more modern. […] A lot of white space at the bottom. I'm not really sure what I'm supposed to be looking at, like I don't really know what it is still.”
“Still not 100% sure what the main job is addressing for me as an applicant. The Bios are also not very appealing.”
A comparison of what we saw in other organization’s pages vs. the current NEXT page.
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Build
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Testing the new design
Surveyed 70 people
Asked to compare current NEXT web page vs. Group Z4 new NEXT web page
Survey was based on choosing which web page was more informative and visually appealing
Testimonials about Z4’s new web page from the survey
Cleaner design. Had information clearly laid out."
"The color, the picture, and the bold subtitles; seemed easier to read and less crowded. "
"The web design was more aesthetically pleasing and included a lot more detail about how the program worked."
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Recommendation
Group Z4 recommends that an updated web page for the NEXT Initiative that will include:
Updated design More informative and accessible layout Selection Criteria Get In Touch section
This recommendation is based on: The research conducted in the Industry analysis The initial assessment survey on the current NEXT web page The building and survey testing results of the group Z4 updated
NEXT web page
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Data From Interviews
Project Home IndyIndianapolis, IN
Praxis, Inc.New York, NY
Duke SEADDurham, NC
1871Chicago, IL
GSBI AcceleratorSanta Clara, CA
People’s LibertyCincinnati, OH
The Mind TrustIndianapolis, IN
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AnalyzeDuring the interview process, group Z4 contacted and interviewed different incubators and accelerators. During the interviews, we focused on specific topics:
When you started this, how did you reach out to potential applicants?
Did you have a target market in mind? What vehicles/marketing strategy did you use?
“Created Personas… asked ourselves ‘who is the ideal candidate?’ And we put together sample profiles and personas of the types of people we thought we wanted to sponsor” -Megan from People’s Liberty
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Assess
Following the interview process, Group Z4, felt that the best piece of information from the interviews to apply to the NEXT Initiative and help them find the right applicants was the information from People’s Liberty about creating sample profile personas to fit what their organization felt to be their ideal applicant.
The sample persona profile’s created for what we thought would be an ideal applicant for the NEXT Initiative were based off of:
Characteristics that Jennifer had directly told us she is looking for in an applicant.
Information abuot desired applicants on the NEXT web page
ResilientEducatedTeachable
Not Impurious
InnovativeCollaborative
Strong Writing Skills
ExperiencedEntrepreneurial
Z4Applicant
Profile
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Build
Evelyn
Age: 31 Bachelor's degree in social work Masters in entrepreneurship Job experience:
o Volunteer for Habitat For Humanity
o Worked with pregnant teens and new moms
o Started own company that receives clothes donations and gives them to families of fallen active duty service members.
Evelyn was created as a sample profile target applicant for the NEXT Initiative because she has an educational background in social work and entrepreneurship. She also has the work experience and work knowledge that will allow her to better navigate and understand how to operate building an initiative during the incubation process.
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Jane
Age: 22 Just graduated college with a focus
in entrepreneurship Highly motivated by helping others
o Involved in service fraternities and other philanthropic opportunities on campus
Strong ambassador for equality amongst gender
o Advocate for women’s rights and women’s empowerment
Jane was created as a sample profile target applicant for the NEXT Initiative because she has an educational background in entrepreneurship and was heavily involved service oriented groups, other philanthropic groups on campus, as well as being an ambassador for women’s empowerment. While she lacks the work experience that Evelyn, our first profile applicant, has, our group felt that having someone who just graduated from college would be more willing to apply because that person would be less likely to be tied down to a career.
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Sample Profile TestingFollowing the creation of the sample profile, group Z4 took the profiles and ran used them to run the following process of “target marketing.” In doing so, our group was able to properly test the process of the sample profile to confirm whether or not the sample profile recommendation could pass as a legitimate best practice for the NEXT Initiative.
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Data From Target Marketing
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Analyze
In order to analyze we conducted surveys
Surveyed 30 people
42%
38%
21%
Marketing that Leaves a Memorable Impact
Word of Mouth
Social Media
Events
68%
21%
11%
Age Range
18-2425-3435-44
53%
17%
30%
Types of social media
Pictures
Videos
Content
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Assess
Based on the data from the surveys we conducted, our group used this information to develop a more streamlined advertising approach in order to best reach the targeted market that was create based on group Z4’s sample persona profiles.
To move forward with the Build stage of the process, our group created sample advertisements that were streamlined for the targeted market.
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Build
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Testing The New Design
Surveyed 70 people
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RecommendationsBased on the data collected from initial surveys on what vehicles and messages best reach our ideal target applicants and testing our new ads, group Z4 can confidently recommend that a targeted marketing approach is a best practice for drawing in quality applicants.
Furthermore, from working the entire process of: Creating sample profiles of ideal applicants for the NEXT
Initiative Researched groups these ideal applicants would most likely be
involved in Contacted these groups and surveyed them based on what
vehicles and messages would be best to market to them with Created a targeted marketing approach based on survey
results Testing the targeted marketing approach with a survey
Group Z4 can also confidently recommend the creation of sample profiles for ideal applicants is a best practices for drawing in quality applicants because it reminds The NEXT Initiative what they are looking for in an applicant and gives them a better idea of where to look.
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Conclusion
Took the charge of finding quality applicants for NEXT Conducted
o research in an industry analysis total companies researched-8
o Interviewed other incubators and accelerators total companies interviewed-7
o Took samples to test our recommendations total number surveyed-100
Came up with the three best practices:o New web pageo Creating sample personas and profileso New marketing approach
These best practices, proven through our research and data, will drive more quality applicants to apply to the NEXT Initiative
Sample Profile
Targeted MarketingWeb Page
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Works Cited Research
o Agora Partnerships http://agorapartnerships.org/o CREA http://www.crea.org.mx/o Echoing Green http://www.echoinggreen.org//o Global Social Benefit Institute http://www.scu-social-
entrepreneurship.org/gsbio Ogunte’s Make A Wave Incubator
http://www.ogunte.com/innovation/o Pannzanzee http://panzanzee.com/o SproutBox http://sproutbox.com/whato Unreasonable Institute http://unreasonableinstitute.org/o Velocity http://www.velocityindiana.org/accelerator/o Women’s Fund of Central Indiana http://www.womensfund.org/nexto 1871 http://www.1871.com/
Interviewso Julie Koegel
Grant Officer for Women’s Fund of Central Indianao Wanda Spann Roddy
Former NEXT applicanto Brooke Daunhauer
Former NEXT applicanto Nicole Nagy
Former Miami University Lean In chapter Presidento Amber Audrain
Manager of Education Innovation for The Mind Trusto Megan Trischler
Program Director for People’s Libertyo Lakshmi Hasanadka
Executive Director for Project Home Indyo Cyndy Ainsworth
Director of Finance and Administration for GSBI Miller Center for Entrepreneurship
Special Thanks To: Tina Zenola ([email protected]) Graphic Design Major/Interactive Media Studies Minor Designer of web page and advertisement templates for group Z4
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