Thanks. I want your opinions. AND, I need information about your neck of the woods. Here's why:

We're laying out the plans for a new business. Working title is Internet Marketing and Job Training Center.

Think The Learning Annex meets New Horizons Computer Training Center meets Internet Marketing Center.

A brick and mortar biz. Small footprint, approx 1800-2500 sq. ft.

We've identified 6 primary profit centers within the business:

1) Resumes Plus. A certified resume service where the job candidate is actually tested on the software and skills they claim to have and work history verification. This benefits both the employer and potential employee.

2) Skills Training. A job candidate will be able to acquire specific skills, for example, MS Excel, on-demand and be tested and certified on this new skill. Employers can get their personnel "classroom" trained when they want, not at the mercy of a "schedule".

3) Interviewing Practice. Job Candidates will be able to rehearse on-camera to strengthen their interviewing skills.

4) Internet Marketing Skill Development. Specific classes will be offered on a regular schedule and also with an ON DEMAND need. These classes will focus on web site development, marketing and e-commerce and all things Internet Marketing related.

5) ON DEMAND CLASSES. This is THE UNIQUE difference that separates IMJTC from other types of training centers. It will be made possible by using our "without walls" program which uses independent contractors to fulfill the demands.

6) Institute for Entrepreneurial Development. There is a large market of people who no longer want to pursue a job, and are looking for Entrepreneurial and Business Start-Up Opportunities. A-to-Z training and guidance and mentoring.

So here is where you come in. We know that there is ONLINE on-demand training available, but we also know that a classroom setting is a faster, quicker and more effective way to get someone trained fast.

The problem is that to get into a classrom, where your questions can be answered by a real live person looking over your shoulder, you have to find the specific class scheduled in your area.

We will offer Live Instructor training ON DEMAND. This is our unique selling proposition.

Can you please tell me in your area;

What the current job market is like?
Are there training centers that deliver Internet Marketing classes?
Can you learn a program or software WHEN you want to?

That's all. It will help us. Also, would your area have a need for this type of business?

Our prototype will set up all the "how-to" instruction for future centers.

Do you have any questions or can you toss some PROBLEMS you may be seeing with our model at me?

I do appreciate your time and attention.

Gordon Jay Alexander gjabiz

PS. Would YOU be willing to teach a class (on ANYTHING) if one of these centers were in your neck of the woods? Not just on copywriting, but on anything in which you have some expertise.

I don't know about the "certified" resumes and training part, but I don't see a crying need for entrepreneurial, computer or marketing skills training classes for startups anywhere in Massachusetts because this need is being met by Small Business Development Centers and the like, both in rural areas and in cities. I believe these all have non-profit status and they exist in all 50 states - so keep that in mind as you gear up.

I also suspect you're making a mistake to target both job seekers and those who want to start a business. They are different markets and you'd have to run totally different ad campaigns to reach them.

Marcia Yudkin

Thank you Marcia.

We're very much aware of the not for profits, including those Federal, State and County (or whaterver you have) funded programs. Publicly funded programs do not cater to our target markets. Small Business Development Centers and organizations like S.C.O.R.E. are invaluable resources, but you operate on their time frames, and on their schedules, which could take months. We've found a niche that doesn't want to wait.

You are also right about needing different promotions to reach the markets of Job Seekers and Biz-Op, but there is no reason why they can't be housed under one roof, door left for Job Seekers, door right for Biz-Op. We feel we have enough experience in marketing to be able to differentiate our promotional strategies for the various niches we'll be serving. The Learning Annex has an incredibly eclectic mix of "learning" opportunities, and it is one of the models we'll be drawing from.

Those are very good observations and concerns, thanks Marcia for taking the time to share them. I know we are going to get some concerns that we haven't thought about, so any input is appreciated.

gjabiz

I worked as an AE for New Horizons (my first day on the sales floor was 9/11/2001!) and have often thought someone might be able to JV with them on Internet Marketing offerings.

I think you've got a lot of potential here.

And you're right about appealing to biz opp and job seekers. At NH, we targeted job seekers and corporate training under one roof.

You will be competing against the SBA and community colleges, etc. We competed against them at NH. It's all in the marketing.

(And it helps if you can sell new AE's on a six figure salary, and then tell them they have to make 200 cold calls a day for a few months to reach it.)

Good times!

Gordon Jay,

Great idea for the new business!

Certainly resume services, job training centers, government programs, and pro bono start-a-business centers like SCORE have been around for many years...and likely always will be.

But you have added a new twist, focusing specifically on people who want training and services to get into internet related careers and businesses, with the option of attending live, local classes or on-demand programs. And in particular, a niche that is willing to pay for a higher level of service.

With all the media attention on rising unemployment, rising food and gas prices, and the continued impact of outsourcing many people fear, my gut tells me there is the potential for a good business here.

With your experience at SCI, I am envisioning full page advertorial space ads promoting your new business (run at deeply discounted stand-by rates, of course).

Also really like your idea of having "two doors", one for the job seekers, the other for entrepreneurs. Seen many of the half-KFC, half-Taco Bell brick and mortar store fronts recently? I sure have. How about the half-Dunkin Donuts, half-Baskin Robbins model? They are all over the Midwest.

I'm sure you already know this, but there are likely Federal, State, municipal and other requirements to operate a "job training" center that may be perceived as a "school" by some regulators. Good to thoroughly check these things out up-front to avoid costly legal problems down the road.

If you don't have it already, you may want to read Gary Bencivenga's full page ad, Do You Make These Mistakes In Job Interviews? for some great ideas.

I bet a steady campaign of press releases could also provide free media coverage of your innovative business model and how it helps people re-invent their futures.

Good luck, and I hope these ideas are helpful to you.

Andy,

Small world. I applied for a job as a trainer. Interesting interview process. Hope you had a chance to sit in on one.

At New Horizons, they "audition" potential trainers. They don't want to read about how great you are, they want to SEE you in action.

So applicants that at least got in the door, were given some time to come up with a 5 minute presentation that "taught" something.

They look for "presence". How you handle yourself in front of a group, how well do you articulate. Can you be understood? Can you hold the student's attention? If you got past the first audtion, they brought in some other instructors and a supervisor. Then they took a vote.

It was like American Idol and America's Got Talent. Thank god there were no brits on the decision board.

In the group I was with, they hired 3 of us out of about 30. Then they put you through one of the best training programs I've ever seen. They let you sit in on the course, study the software, take tests, then "student teach" and then they sit in with you, and then you get let loose.

I was hired in at the Fairlawn, OH location, but the training took place up in Cleveland at their big center.

Many of the people I met and worked with will be a part of this NEW training center. They are willing to work as Independent Contractors and I have enough of them available, if one can't, one of the others can.

NH in Akron has a deal with the Univeristy of Akron, so they might be open to other joint ventures.

Having worked in desktop publishing and having Quark and Photoshop under my belt when I applied to NH got me into the "audition". The "performance" got me the job. I didn't last long, my mission was to get INSIDE and get as much lernin and educatin as i coud before I left. My next gig was at a computer training center where we were located in public housing.

AE's were making tons of money back then, but they worked for it. Now that I think about it, maybe some AE's would do us good too.

At NH I was in the graphics/publishing track, which is why I guess they made me teach Excel...HA!

Gordon J. Alexander

PS. Andy, your experience as an AE at NH...did it help you with your "salesmanship in print"?

I responded within your quote.

********************************
YES. Thank you very much. They are good ideas.

Now the Job/Biz-Op is only HALF the story. May I borrow your example?

It will be like having Taco Bell, Arthur Treachers, Dunkin Donuts, Wendy's and well...more like a Mall food court. One place. Many options.

The other HALF of the center is LEISURE/HOBBY. I've always wanted to learn how to sew. So the local seamstress will have her first student.

Cooking classes. Wine tasting. Woodworking. Astrology. Because we use Independent Contractors, anyone with an idea for a course and the competency to teach it will have a shot.

The Center...is actually a CLEARINGHOUSE for learning and training. And because we have so many OUT sources and JV's...like with a couple of local cooking schools.

We basically will be offering a FUNNEL (lead generation) service for those that have something to teach. We can compete with the Community Colleges, Universities and night schools, because we don't have the OVERHEAD...the Center is just that...the CENTER.

Thanks again for your ideas Nigel Dirtyfinger

Gordon Jay Alexander

No doubt about it. It was a real education. I learned things about myself I could never have learned otherwise.

And I know what you mean about the trainer's audition process. They would deliberately put the new trainers in tough positions, just to watch how they handled themselves. I had a great respect for our trainers.

Andy,

OK. You may have been using one of the scripts I wrote for NH.

At SCI, before I was assigned to Special Projects, I worked with International TeleCommunications division on the PHONES. I fine tuned some pretty fine scripts, even now, I sometimes answer my own phone with the beginning of a sales pitch for a really FINE piece of Cubic Zirconium jewelry...OK? he.he
gjabiz