Hi Friends,

Even as I launch this today ( my 80th Birthday ), I realize that there is yet so much to say and do. There is just no time to look back, no time to wonder,"Will anyone read these pages?"

With regards,
Hemen Parekh
27 June 2013

Now as I approach my 90th birthday ( 27 June 2023 ) , I invite you to visit my Digital Avatar ( www.hemenparekh.ai ) – and continue chatting with me , even when I am no more here physically

Monday, 31 May 2021

THE ORIGIN OF BRANDS – AL & LAURA RIES



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When I read any book, I scribble my comments / notes in the margins


These reflect my views / opinions about what the author is saying – including my disagreement

Often, my comments are in the nature of telling myself :

Hey ! We should try out this idea in our own business ( Head-hunting / Online Recruitment )

Following are my comments re :

THE ORIGIN OF BRANDS – AL & LAURA RIES          

                                                                                                          
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Page no. 5

·         If movement of professionals across national borders becomes much easier, after 10 yrs. then “Global Recruiter” name could be advantage. (13-08-09)

Page no. 14

·         I just booked URL: WWW.Customize-Resume.com  (14-08-09)

Page no. 15

·         And, may be in next 5 yrs. NETBOOK computers May out selling laptop! (13-08-09).

·         Vishsh just bought one (LENOVO) for Rs.20000/- a few days back.

·         And it was LENOVO (-a chines company)

·         Which bought over IBM`s pc business ¾ years ago!

Page no. 17

·         Ideally, by diverging from resumes (-an excising species), I should have named the new species as Profiles.

·         That also means, I should have called our new website WWW. Customize-profile .com

·         But then, such a nor would jobseekers name will not get immediately grasp what easily “understood” this site can do for then

·         It is quite possible that not every jobseeker may want to “customize” his resume.

·         If we succeed in “creating a new market”–of Customized resumes-then at least for some time to come we can have 100% market-share

·         Customized profile

·         Text Resumes    

Page no. 23

·         If jobseekers did not register on India Recruiter.net for last 21 years, would they register on it, now, because, it offered “customized Resumes”? it would appear like a line extension” it is therefore best that “customized Resume” is not associated with India Recruiter.

·         I hope, the new name (Customize Resume.com) would resonate as a category.

Page no. 24

·         Customize- Resume.com

·         What will it conjure up in the “minds” of the jobseekers? will this name “influence” them to spend a few minutes to try the demo?

·         Can this be a good LOGO for customize-Resume.com (15-08-09).

Page no. 25

·         Like a car to graph?

·         In our case, the “brand” and the “category” (both NEW) – will be called the same:

·         Customize-Resume.

·         Current market for “Customized Resume” is ZERO!

Page no. 29

·         Category A= plan Text Resume         

·         B= customized Profiles.

Page no. 32

·         “Plan text resume needs nothing more than a typewriter!

Page no. 33

·         Transition from India Recruiter Customize-profile one STD profile many profile

·         Jobseekers too will take time to switch over from plan text resume to customized resumes.

Page no. 36

·        This means “customize- resume.com.” just cannot occupy the SAME 

·         Position as Naukari.com in the minds of jobseekers. it has to occupy a distinctly different position.

·         India Recruiter

·         Customized Resumes

Page no. 47

·         ‘WWW.customize-resume.com” is our Brand Name & “customized Resumes” is the new category!!

·         (17-08-09).

·         I have tried to make “category”& “Brand Name” synonymous, hoping that will make it stick in the minds of jobseekers

Page no. 60

·         Customized Resumes:  the end plain text.

·         True. Very few mobile phones (as a % of mobile population) are used to “access online services” except to download ring tones!

Page no. 61

·         `RIP = Resumes in print

·         Even Nirmit`s BlackBerry cannot access our website!

·         True in 2009.

Page no. 62

·         Most popular is back Barry

Page no. 65

·         Crazy!

·         They normally listen to radio while driving.

·         Will he have time for anything else?

·         If he plans to remain permanently “would be”!

Page no. 66

·         Why can`t you just /remount/ ber &type the URL?

·         I guess every body`s trying to connect every imaginable thing to websites!

Page no. 67`

·         Maybe easier to push some buttons!

Page no. 68

·         What for?

Page no. 70

·         May be we have a Good concept in “customized Resume.” Much will depend on how WASY,  jobseekers find  to use it. (18/08/09).

Page no. 74

·         Terrafugia expect to start deliveries in 2010. Moller will follow in 2011

·         Frank

·         Demonstrated a prototype few months book.

Page no. 78

·         Terrafugia  have order book for 100 cars at $ 200,000 each.

·         But he has not given up either.

Page no. 80

·         On the other hand, SKYPE is enormously popular

·         Even these are coming in new a water!

Page no. 81

·         Today`s largest tunnel Boring machines (TBM) are about this size

·         If you watch the “Next would service of TV programs, you will see many such ideas being pursued some of these are under trial/experimental for years or decades we must never forget that Edison carried out some 1800 experiments before succeeding with light bulb!

Page no. 82

·         Today`s smart phones are moving towards that TV reported ½ hr. that Readers” Digest is filing for a chapter!! Bank ropey! (18-08-09).

Page no.83

·         Of course there are more failures than successes & of course only 1 product out of 1000 becomes a success!

Page no. 87

·         Whether good or bad,(only time will tell), we have to capture the imagination” of the jobseekers, with the idea of “customized Resume”

Page no. 89

·         At least, “some” convergence could also take place if humans keep trying for this long!

Page no. 90

·         Plain Texts

·         Reamers

·         Customized profiles visual anime video

Page no. 93

·         We are planning to “break –up” a plain text resume into several graphical profiles & enables jobseeker to “recombine” these in duded elements  whichever way he wants

·         Customize Resume Plain Text Resume

Page no. 95

·         Will this analogy work in our case as well?

Page no. 96

·         Customized Resume: it is a specialist Job.

Page no. 97

·         We are trying to combine “parsing“ of text resume with “Customization”

Page no. 101

·         Nice & subtle way to differentiate from IBM the leader at that time.

Page no. 102

·         “Customize- Resume” will give Text resumes a “graphical interface”

·         Today “Text” resumes are the STANDARD, an all job portals around the world so it is not going to be easy to convince , jobseekers to change-over to “Customized” resumes even though, will be for superior.

Page no. 105

·         For clean break from the ‘baggage” of the past I have decided to depots India Recruiter while launching “Customize- Resume.com “ there will be no “organic” connection between the two.

·         Now sold to Chinese company called LENOVO.

Page no.   118

·         Our focus is on generating graphs and on ability to create permutation & combinations. So, only those jobseekers who get “hooked” to this come to our site.

·         Just selling ONE item!

·         India Recruiter failed to attract foreign jobseekers: of India?

·         Will “Customize-Resume.com sound more generic? It does not sound “hocation-specific.”

Page no. 119

·         And still the “world’s Largest”?

Page no. 126

·         Could this be the reason Naukari.com diversified into websites for

·         Matrimony?

·         Real Estate?

·         Education?

·         They must have “Sean “ these as BIG EXISTING markets (which these are) worth getting into riding on their success with the “JOBMARKET” for Naukari, Customization of resumes could of best, bean add. Feature not an entire NEW CATEGORY (20-08-09).

Page no. 127

·         Just ONE/NARROW/SPECIALISED activity.

Page no. 128

·         Team/ease & manpower Inc are equally big. So is Kelly’s

Page no. 130

·         Distrusting “job Alerts” thru SMS (world-wide-jobs)

·         Was not only a “new product but we also tried to deliver it thru “New Distribution Channels,” viz: Mobile service operators like Reliance /Airtel/BSNL& MTNL (with whom we signed revenue –sharing agreements. Failed because we could not promote no money!

Page no.136

·         Customized Graphical visual Resumes

·         Customize

·         Resume.com

Page no. 139

·         We are trying to take “plan Text” resumes

·         into a different direction “(of customized/graphical/visual resumes). We are trying to start a New Trend.I hope it catches on!

·         Play be some day, we will succeed in sending 8/10 “links” (a miniaturized resume )-each representing a “graph (profile)” – which will open on clicking.

Page no.140

·         Thru 7/8 graphical profiles of India Recruiter, we offered to jobseekers such a “CHOICE” but it has not worked! May be “Customized” resumes is a “choice” they will like.

Page no. 154

·         Mass- marketing emails are getting automatically deleted/rejected by “Anti-spam” filters. So, I am thinking of sending promo emails to FAX  no~ of companies –using a computer program. FAXES cannot be stopped. (20-08-09).

Page no. 155

·         Post

·         2004

Page no. 156

·         Now, nearly extinct

Page no. 161

·         3p jobs.com was launched in Nov.97, just a few months

·         After the launch of Naukari. But Naukari managed to get #20 million of VC Funding in 1999- just a few month before the bust!

·         We paid Rs.1/- lakh to find KPMG (sometime in late 2000) to find us a VC fund –to no avail. It was a bad time Dotcom bubble busted in April 2000.

Page no. 166

·         Since as of today there are no other job site offering “customized Resumes,” we stand a good chance to “MOVE” in to minds of jobseekers the trick would be to RAM_UP rapidly to own that category.

Page no.167

·         Even India Recruiter`s “profiles” can be called a NEW CATEGORY of resumes- still, it has failed to capture the imagination of either the jobseekers or the Recruiters!

·         Why?

Page no. 171

·         People buy what other buy!

·         If only we can make/motivate a few thousand jobseekers to “customize” their resumes and start taking to friends about their “COOL” experience, we can make it to the MINDS of all jobseekers.

·         This will certainly be our case.

·         So, getting Naukari to “copy” us can be good for us?

Page no. 172

·         Monster & Times jobs have very little to “differentiate” them from Naukari Leader except recently, Time jobs have added “parsing.”

Page no.174

·         Is “customize-resume.com” sexy enough? Maybe not.

Page no. 178

·         Having lost crores (10000?) of rupees in last 4/5 years all India airline are rushing in to

·         Because

Page no. 179

·         This is why; we will shut –down India Recruiter.

Page no. 180

·         There is fierce competition amongst job-portals. Many of these carry “jobs as part of their names I don`t think any has “resumes” as part of their name.

Page no. 181

·         In India Recruiter, we tried to create a NEW CATEGORY (Graphical profiles). It still failed to catch the fancy of the jobseekers- despite being FIRST.

Page no. 186

·         Thru “Customize-resume.com” that is what wer to find –our niche. We cannot –and must not, altempt to compete with the BIG THREE. 

Page no. 187

·         To those (-younger executives with 2/3 yrs. of experiences?)  who “ desire to be difference, customize-resume.com should appeal.

Page no. 189

·         Arrival of Naukari was immediately after the arrival of internet in India (early 1997)-and “getting a job (getting job information) was a high priority for millions of unemployed.

Page no. 191

·         Customize –Resume is not about rewriting your resume. It is about differentiating your resume.

·         We do not “re-write” your resume, we “create” your resume.

Page no. 201

·         This scenario may also apply to us when we launch customize-resume.com If every jobseeker has his resume on Naukari/Monster/Times job, who would want to submit resume on our site? And why? How will we break the resistance?

·         May be by parsing/uploading 3 lakh text resumes then inviting that candidate to come/edit/customize.

·         ‘Customized Resumes” have no chance of becoming “Industry standard – unless, for some reason (what?) HR Mgrs insist on Customized resumes. Why should they?

Page no. 202

·         To what “segment” of jobseekers, will customized Resume appeal? Obviously those jobseekers, for who, their test resumes on Naukari/Monster/Times jobs, have failed to bring in a single interview-call. They would be willing to experiment anything. Problem is we don’t know WHO these guys are!

·         Customized Resume

·         Plain test Resume

Page no. 203

·         PLAIN

·         You have posted your TEST resume on a no. of job-portals- yet no interview call so far? It is high time, you customized your resume.

Page no. 216

·         This is why I have toted down the use of “profiles” and stepped usage of “Resumes”- what everyone understands.

·         A few weeks ago Anil Ambani signed a $ 750 million deal with spellers/pream works to produce films to be released on Ambani`s BIG TV

Page no. 221

·         This book was written in 2004. Four years later in 2008, sub-prime lending by USA banks far home loans, hit the banks are failing at the rate of 2 banks every week for last 36 weeks, for last 8/10 months world is in deep recession all because USA banks lent trillions of dollars to citizens who or no repayment capacity! (21-08-09).

Page no. 223

·         We have, in our library his famous book. “who says elephants cannot dance?”

Page no. 225

 

                                                                Recruit Guru

                                 Global Recruiter. net                     World-wide-jobs.com

                                India Recruiter.net                         Recruit Guru.com 

 

                                                                Customize-Resume.com

  

Page no. 227

·         Category= Customized Resume

·         Graphical Resumes

·         Visual Resumes

·         Unique/Individualized Resumes

·         Personalized Resumes

·         That is what we are attempting by launching  “Customize-Resume.com.”

Page no. 229

·         Customize your Resume Impress Interviewers get jobs

·         That is what we have done!

·         In our case, both are synonymous. Category

·         WWW.Customize –Resume.com

·         May be it works differently on WWW (-not a physical product).

·         Most existing job-portal names, include works like, “jobs”/career/ etc. I wont to shit focus to “Resume.”

Page no.230

·         When a website link turns up on search result page of Google/Yahoo Bing etc., the site – Name (URL) must be “self – explanatory as to

·         Only one which is a “service” Rest are “Products’ what you can hope to find/what the site is all about/what it will do for you unless this becomes CRYSTAL CLEAR from the URL, no one will click on that link. This is why it was a must name the size “customize-Resume.com

·         Makes it very clear what it will do. (22-08-09).

·         Like most job-portals contain “Job.”

Page no. 231

·         Could we call our website:” WWW.Get -jobs-Resume .com”

·         Sound convoluted! Or WWW. Resume-Analyzer.com”

·         Which shifts the emphasis to the Recruiter-who will benefit! We want a name that shows-up “benefits” to job seeker.

Page no.233

·         Existing category= plain /Text/resumes new category = customized/graphical/resumes.

Page no. 240

·         Will “plan Test resume” as a “category” die someday? Replaced by the new category called “customized/Graphical/Resumes”? Seems highly unlikely.

Page no. 241

·         This means Naukari/Monster/Times jobs will continue to be associated with category celled

·         “Plain/Text/Resumes,” even if they try to switch to “Customized/Graphical/ resumes.”

Page no. 242

·         Too deeply ingrained in the mind.

Page no. 243

·         Is there a “parallel” have?  I don`t think so. Even if All the jobseekers want to “customize” their resumes (one day-for into future), even then, will need” plain/text/resumes,” to paste in our website. Well, post their test resumes on Naukari etc.

·         “customized/Graphical/resumes”- as a NEW CATEGORY can become “IMPORTANT” to jobseekers, only if such resumes manage to elicit far more interview-calls. Remains to be seen.

Page no 246

·         Despite a “different “name (India Recruiter) and a “different” category (graphical profile), we are not seeing any “divergence” after 2 ½ years!

·         “customize-resume” is longer than Naukari/monster/Times jobs!

·         This is what we plan to do.

Page no. 247

·         For a physical product, consumers first see an advt. in newspapers or TV or hoardings etc.

·         Then they must “remember” the brand name as they walk into a store/mall/supermarket etc.

·         But I don’t think jobseekers will find “customize-resume” that way by remembering our URL.

·         They will come across our URL, either on search Engines or on classifieds website or in emails & then click.

Page no. 248

·         Would it make it more powerful, if the “category” & the “Brand name “ are same ?

Page no. 249

·         Customized Resumes = Mesmerized Recruiter

·         When we promote our Brand, we will also be promoting the category. And if some are else tries to promote the category, he will be promoting our BRAND!

Page no. 251

·         What we are trying

·         This may not work for Physical products, but I have a feeling it will work for a “VIRTVAL” service on internet.

Page no. 252

·         If anyone types Customized resumes    In the search bar of any search engine I want our website to TOP the search results! This may happen, possibly due to our URL –“Customize-Resume.com” Even if our URL tums up anywhere on the first page, visitors are likely to click on it! –because closest to what they are searching. (22-08-09).

 

Page no. 253

 

·         For graphical/visnal/analytical resumes, you have “customize- Resume.com”

·         For cleverly written fiction, youi have job-portals!

 

Page no. 257

 

·         Naukari Vs.

·         Customize-Resume.com

·         Plain Text Resume Vs. Customized resumes

·         Good tag line

·         I need a Customized Resume.

 

Page no. 258                                                                                                                                                                                                     

·         Enemy category is “plain Text Resume”                                                                                                                                                                                                                                                                                                

·         New category is “Graphical/visual/Analytical Resume”

·         Eg: GMS announcement of VOLT.

 

Page no. 259

 

·         Who will read- and be able to remember your old –fashioned plain text resume? Are you kidding! Tora! Tora! Tora!

 

Page no. 260

 

·         Will your plain text resumes take you somewhere?

·         Sure- to the junk- mail box!

 

Page no. 263

 

·         May be someday, world –wide  -jobs and Recruit Guru may find their own followers! Who knows?

 

Page no.267

 

·         We don`t need to worry about this!

 

Page no. 268

 

·         With 30 visits/day, India recruiter.net is still struggling to find its feet’s after 2 ½ years.

·         We launched on 16 feb. 2007.

 

Page no. 269

 

·         So, we must have patience.

 

Page no. 270

 

·         But “Do COMO” turned out to be unusual. And so did eBay/Amazon/LinkedIn/My space etc. etc.

 

Page no. 272

 

·         Apparent by 10+ million promo emails that we sent + 20,000+ classified Advts that I posted on numerous websites, do not count as “PR campaign”! (23-08-09).

 

Page no. 273

 

·         Create your own unique identity: customize your Resume

·         Generation “Ex”- plain/Text/Resumes where do you belong?

·         How do we appeal to the current” generation?

·         This would be a dangerous strategy for customize-resume.com!

 

Page no. 274

 

·         We hope to do this by parsing and partially “customizing” some 3 lakh text resumes in our data base –then sending out emails to these candidates

·         Even if 10% click on their emailed links and visit customize-Resume (their own page), we could have a break- through.

·         In any case we don`t have funds!

·         What PR? Con it be done without money?  

·         I also send emails to many journalists no response.

 

Page no. 275

 

·         We did get a few “praising” comments at our “celebrity opinions” link.

·         “Customize-Resume” is

 

 

Page no. 277

 

·         There are many websites devoted to “PRESS RELEASE.”

·         In addition, we have “registered” on some 78 social networking/blogging sites. 10 days before launch, we will write on all of these simultaneously. We could also place Ads on classifieds websites.

 

Page no. 278

 

·         Monster India& Times Jobs are enemies of Naukri  

 

Page no. 280

 

·         Could we possibly, send (email?) a SAMPLE customized resume to a select group of HR Mgrs & ask for their feedback?

 

Page no. 281

 

·         I believe Nirmit Knows a few journalists. May be we should give them a DEMO fist before launching

 

Page no. 292

 

·         Customize- Resume.com

·         Customize your resume 

 

Page no. 293

 

·         I have this works for us thru

·         Customize- Resume.com