Business English Course Project

Topic:

Startup an Internet Carpooling Company

Group Members：Name Student ID Specialty Phone No. Wechat

刘勇 2014209049Management Science

and Engineering18222295737 hustliuyong

骆文欣 2014202048Biomedical Engineering

15822226625 15822226625

赵仁 2014216070Computer Science and

Technology15222871131 zr0326

王维 2014216109Computer Science and

Technology15822673283 15822673283

陈松 2014202002 Optical Engineering 13820900713 cs19920321

Group刘勇

——May 10, 2015

CONTENTSPart 1. Who are we?.......................................................................................................1

1.1 Company Info...................................................................................................11.2 Group Info........................................................................................................1

Part 2. What do we want to do?.....................................................................................22.1 Customer Segment...........................................................................................32.2 Value Propositions............................................................................................32.3 Channels...........................................................................................................42.4 Customer Relationships...................................................................................42.5 Revenue Streams..............................................................................................52.6 Key Resources..................................................................................................52.7 Key Activities...................................................................................................62.8 Key Partners.....................................................................................................62.9 Cost Structure...................................................................................................6

Part 3. How will we do it?..............................................................................................73.1 CTO: Product Research and Development......................................................7

3.1.1 Technical Team & Development Plan...................................................73.1.2 We PinChe APP: Product Prototype Show...........................................8

3.3 CFO: Financial Management and Financing.................................................123.2.1 Financing Plans...................................................................................123.2.2 Financial Plans....................................................................................14

3.3 CMO: Market Development and Marketing..................................................153.3.1 Market background.............................................................................153.3.2 Market prospect...................................................................................163.3.3 Market development............................................................................163.3.4 Income sources....................................................................................183.3.5 Promotion Strategies...........................................................................18

3.4 CHO: Human Resource Management............................................................193.4.1 Personnel Management Regulations...................................................193.4.2 Human Resource Structure.................................................................203.4.3 Salary Management.............................................................................203.4.4 Recruitment.........................................................................................21

Appendix: Personnel Management Regulations..................................................23

Part 1. Who are we?

1.1 Company Info.

Who are we? We are the founder team of We PinChe Internet Technology Co., Ltd. Our company was established on May 9, 2015.

We PinChe is engaged in the Internet O2O industry, particularly in the carpooling service industry. Carpooling begins to develop now in China following the Internet taxi services. Carpooling services make it possible for private cars to be fully used for transportation. In China, there is a huge private cars market that hasn’t been utilized to improve the social operating efficiency and the environment quality. Also, carpooling can reduce car owner’s daily cost by sharing his or her car to others.

The following Table 1 tells you some basic information about this new company.Table 1-1. Company Info

Company name We PinChe Full name We PinChe Internet Technology Co., Ltd.

Slogan Car Sharing Life, Start from We!Website WWW.We-Pinche.COM

APP name We PinChe Industry Internet O2O

1.2 Group Info.

Table 2 is a simple introduction about our company’s co-founders and their position divisions. We are undergraduate students from Tianjin University but all with rich work experiences and professional skills in their specific fields. Our common dream is to startup an internet company and make some differences to this world. So when I firstly raised up this idea of creating We PinChe, they four agreed and then we get started.

Table 1-2 Job Position DivisionsName Position Job Description

Liu Yong CEOI am responsible for the company's strategy and operational management.

Luo Wenxin CHOShe is responsible for the recruitment and management of staff salaries.

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Zhao Ren CMOHe is responsible for marketing, business development and sales work.

Wong Wei CTOChief Engineer, he is responsible for technology research, product development and system maintenance

Chen Song CFOHe is responsible for company’s financial management and financing work.

Part 2. What do we want to do?

What do we want to do? How does this company work? Does the market we want to get in really exist? Then let me illustrate our company’s Business Models.

BUSINESS MODEL describes the basic principles of how companies create values, deliver values and acquire values from company operations.

The Business Model Canvas is a strategic management and lean startup template for developing new business models. It is a visual chart with elements describing a firm's or product's value proposition, infrastructure, customers, and finances. It assists firms in aligning their activities by illustrating potential trade-offs.

The Business Model Canvas was initially proposed by Alexander Osterwalder based on his earlier work on Business Model Ontology. Since the release of Osterwalder's work in 2008, new canvases for specific niches have APPeared, such as the Lean Canvas.

Let the business model canvas answer our doubts and questions. The business

model canvas consists of 9 parts (See Figure 1.)：① Customer Segment; ② Value Propositions; ③ Channels; ④ Customer Relationships; ⑤ Revenue Streams;⑥ Key Resources; ⑦ Key Activities; ⑧ Key Partners; ⑨ Cost Structure;

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Figure 2-1. Business Model Canvas

Then let me describe the things we want to do from these 9 parts.

Figure 2-2. Name Card of LiuYong

2.1 Customer Segment

Customer Segment answers the following questions: For whom are we creating values? Who are our most important customers?There are different kinds of market: mass market, niche market, segmented

market, diversified market and multi-sided platform.

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For We PinChe Company, our customer segments are the private car owners group and the passengers. Different from the taxi market and the public transport market, we targeted at the groups with needs of regular travel, like the white-collar workers and students, and groups with long-distance travel needs, like Spring migration workers.

2.2 Value Propositions

Value Propositions answers the following questions: What value do we deliver to the customer? Which one of our customer’s problems are we helping to solve? What bundles of products and services are we offering to each Customer

Segment? Which customer needs are we satisfying?

Value Delivery. For We PinChe, we create values for car owners, passengers and the society. Firstly, for car owners, passengers can share a part of the fuel costs of their travel and their behavior of helping people will pass him or her with positive spiritual energy. Secondly, as far as the passenger is concerned, they can get to their destinations with a cheaper price then other transportation choices, sometimes even a free trip. Thirdly, as for the society, this car sharing behavior can relieve pressure on road traffic, reduce air pollutant emissions, save oil and gas energy and contribute to a greener environment.

Problem Solving. For white-collars and students group, they are faced with a serious problem, the morning rush hour and the evening traffic peak. To get on a transport tool and not be late is always a hard things for them, especially in big cities. If they use We PinChe APP to call cars, they can easily get these problems solved. Before the Chinese Spring Festival, it’s also difficult for many migration workers to come home. But if they use We PinChe APP to call for a lift, they can share their Spring Festival night with their family, not on the road.

Social networking. For regularly car owner and passenger, they can become friends through this carpooling activity. So We PinChe APP can also be a social networking tool for our users.

2.3 Channels

Channels answers the following questions: Through which channels do our Customer Segment want to be reached? How are our Channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines?

Our company’s product are a phone based APP, so we distribute our product and

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services from the following steps:Awareness. We will publish We PinChe APP both on our website and some main online APP

markets, like the Pea pod (Wandoujia), 360 APP market, Tencent APP Bao, and so on. Then we will publish some advertisement online to promote our product.

We will also organize offline promotion activities to propaganda our products in some big cities and then spread to the whole nation.

Other specific strategies: Create carpooling QQ group, Wechat group, cooperate with tourism companies, Large Firms and long-distance transport center, publish voice ads on traffic radio broadcast.

Evaluation. We provide our APP to customers freely, and the APP is permanently free to passenger users. We will evaluate our customers’ use habits and adjust our marketing strategies according to the market feedback.

After sales. We will continuously improve the product design to improve the user experience. We provide both passengers and car owners with Security Life Insurance when they are using our product. What’s more, when our product and services are accepted by our customers, they will recommend our APP to their friends and family members. Word of mouth marketing is the best marketing strategy.

2.4 Customer Relationships

Customer Relationships answer the following questions: What type of relationship does each of our Customer Segments expect us to

establish and maintain with them? Which ones have we established? How are they integrated with the rest of our business model? How costly are they?

Better User Experience. In the Internet service industry, the life of an APP is closely linked together with the customers’ user experience. The APP with bad user experience will finally lose their existing market. The improvement of user experience is a continuous process with no ending.

Offline Activities. Offline Activities are good ways to narrow the distance between our company and our customers. We will use the Event Marketing strategy to create responsible corporate image to our customers.

Not Disturb Users. We need to control the patterns of Marketing and not disturb existing users.

2.5 Revenue Streams

Revenue Streams answer the following questions: For what value are our customers really willing to pay?

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How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues?

Commissions. We provide our APP to customers freely, and the APP is permanently free to passengers. Then we may charge some commissions from car owners when our product wins a relatively stable market. We will adjust the detailed commission rate according to the marketing feedback.

Advertising revenue. As we have large user group and the users have specific common characteristics, we can provide advertising space on our APP for some business.

Flow Conduction cooperation. We PinChe APP can be a network traffic entrance. So we can cooperate with some other O2O services providers by drainage to their platforms. For example, to the car owner, we can connect our APP to some automotive services platforms, like the car washing service and repair services. To the passengers, we can connect our APP to some living service platforms and get revenue from them.

2.6 Key Resources

Key Resources answer the following questions: What Key Resources do our Value Propositions require? Our distribution

channels? Customer Relationships? Revenue Streams?Co-Founders Team. Human resource, especially co-founders team, is the most

important resource of our company. We will build open and innovative corporate culture, create flat organization structures. Co-founders will cooperate together for our common goals.

Network Traffic and Data. We PinChe APP will be a network traffic entrance. We can drainage these users to other platforms. The data produced on our APP platforms is also with great values. For example, the data can be used by government in guiding community planning.

2.7 Key Activities

Key Activities answer the following questions: What Key Business Activities do our Value Propositions require? Our distribution

Channels? Customer Relationships? Revenue Streams?Product R&D. In order to keep the competitiveness of our product, we need to

engage in product research and development. We will continuously improve the user experience of our APP.

Market Research. Customers’ demands are always changing with the development of the market. Only by keeping market research continuously, can we always grasp the needs of users and then design appropriate product and provide

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better services to them.After Sale Services. We will set up customer services team, including telephone

services, online QQ group services, Wechat group services and Wechat official account services. As long as the customer come across any question, we will guarantee to get the issue addressed in 5~10 minutes.

2.8 Key Partners

Key Partners answer the following questions: Who are our Key Partners? Which Key Resources are we acquiring from partners? Which Key Activities do partners perform?

We have many outside partners, like the local government, large firms, long-distance transport center, traffic broadcast corporations.

Local government. It couldn’t be more important for We PinChe to establish good relationship with local government. In a large part of China, private cars are still prohibited putting into transport operation. So it’s the first step to distinguish our services with black taxi and get the permission of local government.

Large firms. Large firms have a relatively stable number of employees and ride demand. It also can promote green travel models in these firms and use our product.

Long-distance transport center. Long-distance transport center keeps a large amount of coaches, but not all of them are putting into operations all the time. So they have a stable demand for coach renting services, and then We PinChe can put in handy. Traffic broadcast corporations. Traffic broadcast is closely connected with private car owners. Our product can come into contacts with car owners through traffic broadcast advertising.

2.9 Cost Structure

Cost Structure answer the following questions: What are the most important costs inherent in our business models? Which Key Resources are most expensive? Which Key Activities are most expensive?

Before our product put on market, our key costs are product development. It includes hardware products purchasing, technology development team salaries, and so on.

Then after the product put on market, the key costs are operation costs. It includes subsidy to customers, advertising cost, business development and salaries of offline promotion teams. Especially the subsidy costs, facing fierce competition in the market, the only way to capturing market share is subsiding users.

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Part 3. How will we do it?

Business model is only the first step for establish an Internet company. We will make our OPERATION PLAN and then carry it out. Idea only comes true after you make practical actions. I will introduce our company’s operation plan from the jobs my 4 partners will do.

3.1 CTO: Product Research and Development

Figure 3.1-1. Name Card of Wong Wei, CTO& Chief Engineer Wong Wei is our CTO, chief engineer. He graduates from Computer Science and

Technology Specialty in Tianjin University. He accomplished our company’s technology team and is responsible for technology research, product development and system maintenance.

3.1.1 Technical Team & Development Plan

Technical TeamThe following figure shows our Technical Team Structure of the beginning.

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Figure 3.1-2. Technical Team Structure of the beginningProduct Development Plan

Table 3-1. Product Development PlanID Product Development Work Time spent Main person in charge01 Requirement analysis 10days Product Designer02 Interface design 10days Product and Art Designer03 Website development 30days PHP Engineer04 App development 30days Java Engineer05 Website optimization 10days SEO Commissioner

Table 3-2. Product Development Scheduling Gantt chart

The total duration of the first version of System Development is 80 days.

3.1.2 We PinChe APP: Product Prototype Show

Tips: All rights reserved.(1) Enter in this program, we will see this Main Page. You can see how many We

PinChe car owner user near you.

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Figure 3.1-3. We PinChe: Main Page(2) As a passenger, we can set the information like location, destination, time,

the number of people, and so on. For example, when we click the button of “where to go”, we will enter into the following page and we can search our destination in this page.

Figure 3.1-4. We PinChe: Searching Destination

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(3) Similarly, we will enter into the other page if we click corresponding button.

Figure 3.1-5. We PinChe: Setting time and number of people(4) After set the necessary information, we can then click the button “confirm”,

and our requirement will be sent out.(5) Click the button on the upper left corner of the Main Page, we can choose

Login or register and enter into the APP as passenger or car owner identity.

Figure 3.1-6. We PinChe: Login and Choose Identity(6) Click the button “Register”, we will enter into the following page, then we

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can put in our phone number and SMS verification code to finish register.

Figure 3.1-7. We PinChe: Register(7) The following page shows the passengers’ information. The car owner can

choose the order which he want to get in this page.

Figure 3.1-8. We PinChe: Order Management for Car Owner

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3.3 CFO: Financial Management and Financing

Figure 3.2-1. Name Card of Chen Song, CFO

3.2.1 Financing Plans

(1) Financing sources and amount In order to achieve a faster start and development, the company plans to get sufficient funds by applying venture capital. At present, the company plans to achieve the angel round and the A round of financing. The plan of the angel round of financing is to raise one million yuan, which need to be completed within one month from the start of the project. The plan of the A round of financing is to raise ten million yuan, which need to be completed within one year from the start of the project.(2) Fund using plans In the first stage of company's running (within one year from establishment of the company), the capital will mainly be invested in the developing and testing of the APP so that the company can develop a perfect mobile terminal application as soon as possible; In the second stage of company's running (between one year to three years from establishment of the company), the capital will mainly be invested in the promotion of APP in order to realize the rapid growth of the market share; In the third stage of company's running (after three years from establishment of the company), the capital will mainly be invested in the upgrade of APP and the promotion of additional business.

Table 3-3. The fund using plan of the angel round(The fund using plan of the first stage of company's running)

Office Office Employee Product Publicity and Others

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space rent equipment wages development promotion￥60,000 ￥100,000 ￥200,000 ￥500,000 ￥80,000 ￥60,000

Table 3-4. The fund using plan of the A round(The fund using plan of the second stage of company's running)

Office space rent

Office equipment

Employee wages

Product development

Publicity and promotion

Others

￥300,000 ￥200,000 ￥3,000,000 ￥500,000 ￥5,000,000 ￥500,000

(3) Company stock allocation proportion and option plan Investors own 20% stock (the angel round investor own 10% stock and the stock proportion of the A round investor will be calculated according to the company's valuation, which is expected to be 10%). CEO owns 51% stock, which can guarantee the absolute control to the company. The other partners own 20% stock. The rest of the 9% stock will be used as option plan to motivate employees, this part of the stock need to be held by the CEO before distribution. Option plan is to give the employee who is motivated a certain amount of stocks. The employee owns the bonus share right and voting right of this part of stocks except for ownership and disposition right. Employee who is motivated need to use the bonus of several years to buy this part of stocks according to the predetermined price. After purchasing, employee has the ownership and disposition right of this part of stocks. Through the option plan, it is necessary for those employees to guarantee a certain level of assets income in order to ensure the money to buy stocks. Thus this makes the enterprise owners and operators (employee) agree on improving the assets income.(4) Management and supervision right of investors Investors have supervision right to the company operation, but may not intervene company daily operation and management. Investors can entrust an accounting firm to exercise supervision right. Company must report to the board of directors and investors as well as provide monthly cash flow statement, balance sheet, income statement and other financial statements. Company general manager must report to the board of directors in writing form each month on the monthly operating situation and financial budget of next month. Investors may demand the general manager to report on the company operating conditions, but at most once each quarter.(5) Capital exitCapital exit way of investors: The period of venture capital is three years and after three years capital exit of investors was achieved by the way of initial public offering. The way of initial public offering can not only keep the independence of the venture enterprise, but also make venture enterprise obtain continuous financing channels in the securities market. If the company cannot go public or stock cannot be resold to other companies after the expiry of investment, the company can repurchase this part of stock with self-owned capital. By this way, on the one hand, it can solve the temporary capital problem of company, on the other hand, it can meet the requirement

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of entrepreneurs to control the company. If the company can't make a profit or suffer a serious loss after a period of time, the company can choose the dissolution and liquidation of assets to exit the investment funds.Capital exit way of partners: The partner can choose to exit capital at midway after the consent of the other partners. Company can repurchase the stock in partner's hand according to the company's valuation. The repurchase price can be appropriate premium on the basis of the valuation. To avoid the impact of partners' exit on the operation of company funds, we adapt the punishment mechanism to partners' exit. The partner need to pay 20% stock as the liquidated damages if he or she choose to exit within 3 years.

3.2.2 Financial Plans

(1) Source of revenue Company plans to make the APP completely free to use within two years, leaving out profit. Two years later, company will start getting profit from all kinds of source. Source of revenue mainly include: Commission: charging a certain proportion commission each time; Value-added functions: adding some value-added functions in the APP, for users

of paid use; Advertising: inserting ads in the APP and charging to advertisers; Social networking: getting revenue from social network formed through

carpooling; Auto service: getting revenue by offering related maintenance, repair and other

services to the owners of cars.(2) Revenue constitution and growth forecast

Table 3-5. Revenue constitution forecast table of the 3rd year

CommissionValue-added

functionsAdvertising

Social networking

Auto service

Total

￥800,000 ￥500,000 ￥1,000,000 ￥300,000 ￥500,000 ￥3,100,000

Table 3-6.Revenue growth forecast tableRevenue of 3rdyear Revenue of 4thyear Revenue of 5thyear￥3,100,000 ￥8,000,000 ￥20,000,000

(3) Cost constitution and forecast

Table 3-7. Cost constitution forecast table of 3rdyearOffice space rent

Office equipment

Employee wages

Product development

Publicity and

promotionOthers Total

￥150,000

￥100,000 ￥1,800,00

￥200,000 ￥2,600,000 ￥300,00

￥5,150,00

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0 0 0

Table 3-8. Cost forecast tableCost of 3rd year Cost of 4thyear Cost of 5thyear￥5,150,000 ￥7,000,000 ￥8,000,000

3.3 CMO: Market Development and Marketing

Figure 3.3-1. Name Card of Zhao Ren, CMO

3.3.1 Market background

From the current urban transport situation in China, traffic is congested during the rush hours, workers had to spend more time on the road, who are exhausted physically and mentally in a crowded car, even many cases lead to being late for work because of traffic jams. According to the survey , the private car empty loading rate up to 80%, but it also had to crowded public transport on the road. The emergence of private cars as the core of the carpool activities, on the one hand it eases public traffic congestion issues, on the other hand it also improves the efficiency of the use of social resources, at the same time, to a certain extent it alleviates air pollution in large cities, green and conducive to travel.

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Figure 3.3-2. Traffic Jams

Figure 3.3-3. Passenger Number of Private cars

3.3.2 Market prospect

Figure 3.3-4. Traffic jams scenesAfter the taxi software into the O2O Internet age soon, the carpool software also

formally embarked on the Internet market. Currently Carpool software has been dazzling, there ha ha carpool, AA carpool, micro carpool, Uber and PP rental cars. Because of the huge carpooling market scale,the forces are from the carpool market analysis, user experience, and market financing to adjust the angle of competition.

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3.3.3 Market development

In order to understand the market situation and demand, through the investigation to forecast the development of the carpool market space. By online questionnaire survey in the questionnaire star, according to the analysis of the questionnaire and finishing, with the different demand of carpool group is, we launched different carpooling function to maximize meet the needs of users.

（1）Commuting Carpool

Due to the fixed congested time in morning peak and evening peak, owners and car free of passengers post their carpooling message by the "We PinChe" car, the carpooling app automatically match eligible users, facilitate them easier to find each other. Because of the problem such as line, time, the owner, there exist a lot of uncertainty and instability, so lead to most users repeated changing location and carpool partners, which requires constant access APP to find a more suitable partner, so as to achieve the goal of sticking to the user.

Figure 3.3-5. Commuting Carpool

（2）School Carpool

According to our survey, not every family has a private car, the problem of children to school is the majority of the parents of heart disease, how to safely and punctually send their children to school, while liberate themselves and do not worry about their work, "We PinChe" has become the best way to solve this problem.

Figure 3.3-6.

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（3）Function Carpool

The function carpool including home carpool, the suburban tourism carpooling, and travel carpool across the city. Especially ticket shortage during the holiday season, through "We PinChe" post messages carpooling to find a partner of the same way to save money, make friends, and also have the opportunity to find countrymen of the city; In addition, the trip is no longer the privilege of motorists, in order to having a pleasant weekend, car-free can also release a worth visiting line to find and meet together by "We PinChe". "We PinChe" with the cooperation with travel agencies, regularly launch popular short-haul and long-distance travel routes, using social networking sites influence to promote and organize member outings; with cooperation with rental companies, provide the collective chartered service to schools, institutions and other units .

Figure 3.3-7. Carpool security protocol

3.3.4 Income sources

(1) Charging carpool information fee to the taxi company on per month or pro rata.

(2) To the charter business, earn charter difference. (3) To travel agencies, charging according to the number.(4) Set up ad pages and sections to earn advertising fees.

3.3.5 Promotion Strategies

(1) Online promotion Establish all kinds of encyclopedia articles (Baidu encyclopedia, search

wikipedia, etc)

Figure 3.3-8. SEO Wechat and weibo promotion The BBS set-top, Network News and Video

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Figure 3.3-9. APP stores

Figure 3.3-10. APP stores Traffic broadcast ADs(2) Offline promotion Leaflet QR code card Bus station information board Interactive activities with prizes

3.4 CHO: Human Resource Management

Figure 3.4-1. Name Card of Luo Wenxin

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3.4.1 Personnel Management Regulations

General Provisions Staff recruitment management Internal hiring management Probationary and regularization Personnel changes management Employee turnover management

Figure 3.4-2 Personnel Management Regulations of We PinChe

3.4.2 Human Resource Structure

The following figure is an introduction of our company’s human resource structure.

Figure 3.4-2. Human Resource Structure

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3.4.3 Salary Management

Table 3-9. Salary ManagementPost Department Salary

Department Manager

Marketing departmentBasic salary: 5,000 yuanPerformance royalty

Human Resource department

6,000 yuan

Technology department

10,000 yuan

Financial department 8,000 yuanCustomer Service Marketing department 4,000 yuan

Salesman Marketing departmentFull time: Basic salary: 4,000 yuan+ Performance royaltyPart time: 120 yuan/day

Regional Manager

Marketing departmentBasic salary: 4,000 yuanPerformance royalty

Accounting Clerk Financial department 5,000 yuanCashier Financial department 4,000 yuan

HR Commissioner

Human Resource department

4,000 yuan

CEO SecretaryHuman Resource department

5,000 yuan

Stuff TrainerHuman Resource department

4000 yuan

3.4.4 Recruitment

We arrange two periods of recruitment work. The first period is at the Angel round of financing, and the second period after the A round of financing. The following two tables detailed descript the recruitment needs of each period. It includes the position title, Post grades, job responsibilities, number of recruits, professional required, educational background and other requirements.

Table 3-10 The first period of Recruitment

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From the Table 3-10 as above, we can know that in the first period recruitment, we just need some main staff such as the Java Engineer, Art Designer and Cashier to run our company by using the angel round of financing whose money is not very large. While, after the A round of financing, we can do the second period recruitment, we add some other posts,, please focused your attention to the Table 3-11.

Table 3-11 The second period of Recruitment

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PostNo.

PositionTitle

Postgrades Key Accountabilities Type Numbers

Professionalrequired

Educationalbackground Qualification

1 Salesman Primary

1) Be responsible for the products' sales and promotion;2) According to the marketing plan, finish the sales targetsuccessfully ;3) Develop new markets and customer;4) Be responsible for market information collection andcompetitor analysis;5) Be responsible for planing and executing the sales ;6) Maintain the customer relationship and long-termstrategic cooperation;

out-of-manning

personnel

undetermined

MarketingManagement

Computers orSoftware

1) More than 3 years solid experience in the relatedexperience is highly appreciated;2) Good communication and presentation skills;3) Have good market analysis and judgment ability andcustomer service consciousness;4) Have good professional personal integrity, strongsense of responsibility, good team cooperation spirit andability to work under pressure;

2 Data Analyst Senior

1) Analyse the requirement on client data processing, anddesign solution accordingly;2) Design, program, execute and monitor data processingjobs; 3) Validate data input/output is in compliancewith the requirement specification;4) Support Account Manager to deliver data analysisreports to client;5) Strong knowledge of database and data processing;6) Evaluate/optimize data processing procedure;

out-of-manning

personnel1

MarketingManagement

College degreeor above

1) 5 years experience in database analysis ;2) Strong knowledge of database and data processing;3) Expert in SQL, PL/SQL;4) Experienced in analysis/report tool, such as Excel, SAS,MSTR, BO;5) Excellent analytical skills and logical thinking;6) Have good professional personal integrity, strongsense of responsibility, good team cooperation spirit andability to work under pressure;

3Public

Relations Senior

1) Work as focal point to support relationship withgovernment & community ;2) Organize activities of news release, coordinate therelationship between the propaganda department and theenterprise subsidiary company;3) Assist in charge of spreading the daily propaganda plan,release the official press release and media article written,supervise the effect of media publicity4) By analyzing the propaganda plan's effects and doingsome execution feedback ,provide reference for the spreadof the work.

out-of-manning

personnel1

Public Relationsor MarketingManagement

Science

College degreeor above

1) More than 3 years solid experience in relationshipmanagement is highly appreciated;2) Communicate effectively and build excellentrelationships both internally and externally;3) Demonstrate rigor and pay attention to details;4) Strong ability of writting and making project plan, sodoes their executive capability;5) Track record to deliver on-time, accurate, right-first-time work;6) Have good professional personal integrity, strongsense of responsibility, good team cooperation spirit andability to work under pressure;

4 MarketingSpecialist Senior

1) Support team leader to use data mining technology andthe hot leads model to define the existing customersegment and served them with differentiated service andproducts to increase the VONB & other benefit for thecompany; 2) Support team leader todesign or develop new campaign tools in innovative digitaltechnology; 3) Support teamleader to coordinate with relevant department to smooththe process of campaign preparation and execute inbranches;4) Independent responsible for various marketing activitiesplanning, organization and coordination activities, andmake statistical analysis to the effect of the activity;5) Independently write brand promotion plan, advertisingplanning, all kinds of articles, press releases, review draft,interview draft, etc.) and do their market activity report ;6) Assist to deal with emergencies emergency and major

out-of-manning

personnel1

MarketingManagement

Science

College degreeor above

1) Minimum 2 years of experience in the marketingrealm; 2) Superb verbal and written communicationskills. Persuasive presentation of data and comfort inpresenting to groups is required;3) Strong ability of writting and making project plan, sodoes their executive capability;4) Have good professional personal integrity, strongsense of responsibility, good team cooperation spirit andability to work under pressure;

5 CustomerService Primary

1) Support team leader to use data mining technology andthe hot leads model to define the existing customersegment and served them with differentiated service andproducts to increase the VONB & other benefit for thecompany; 2) Answer an incomingvisitors call， record call customers' information andhandle their needs; 3) Beresponsible for sorting online users' information,allocate tothe sales staff according to the resources;4) Collect count and dispose the accurate consulting data,and then digest effective customer information.

out-of-manning

personnel1 Business

AdministrationCollege degree

or above

1) More than 3 years solid experience in CustomerService is highly appreciated;2) Strong verbal and written English and communicationskills;3) Excellent proficiency in related system software;4) skillful in spreadsheet and document writing software; 5) Customer focused attitude, Proactive self-starter willing to take initiative in problem investigationand resolution 6) Willing to work same workschedule (days and hours) as our customers;7) Have good professional personal integrity, strongsense of responsibility, good team cooperation spirit andability to work under pressure;

6 MediaRelations

Primary

1) Be responsible for the integration of media resourcesand media strategy，according to company's strategicneeds; 2) Develop mutual medium implement schemeand development goals;3) Complete the media public relations strategy, accordingto company strategy needs ;4) Manage the users' requirements, such as collecting,sorting, and feedback, and according to their demand (theuser demand and marketing demand) for the correspondingplanning; 5) Be responsible for the completeperformance index issued by the department of companyand finish other tasks assigned by the supervisor.

out-of-manning

personnel1

E-Commerce orMarketing

ManagementScience

College degreeor above

1) Be proficient in Internet and advertising valueevaluation;　 　 　 2) Superb verbal and writtencommunication skills. Persuasive presentation of dataand comfort in presenting to groups is required;3) Accurately grasp the media demands, understand ofmedia characteristic, assist the media choose advertising,and optimize the advertising forms to improve the effect;4) Have good professional personal integrity, strongsense of responsibility, good team cooperation spirit andability to work under pressure;

7 Part-timers Primary Hand out leafletsout-of-

manningpersonnel

undetermined

Unlimited UnlimitedHave good professional personal integrity, strong senseof responsibility, good team cooperation spirit and abilityto work under pressure;

The second period of Recruitment

Appendix: Personnel Management Regulations

Chapter 1: General Provisions

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1. The system include Staff recruitment management, Internal hiring management, Probationary and regularization, Personnel changes management and Employee turnover management.

2. The system can apply to all institutions in We PinChe company.Chapter 2: Staff recruitment management3. When our company need some new staff, an application must be filled in,

approved by the competent authority, and then recruit by the Human Resources department. The staff of the independent accounting organization whose employments and regulations can allowed without the HR department, just for the record.

4. Staff recruitment take internal and external hiring recruitment two ways.1) Internal hiring management: the way to select employments in the companies internal staff. Internal hiring management refer to the Chapter 3.2) External hiring recruitment: the recruitment methods divide into four parts: media advertisement, recruitment agencies, institutions of higher education, the enterprises and institutions relevant.5. The company recruiters recruit staff must base on the morality, ability, education

level and physical quality. The details refer to the job description.6. The recruitments are in the charge of the HR department, the basic procedures are

as follow:1) Prepare the appropriate job description according to the recruiting personnel

requisitions.2) Determine the recruitment channel, Post a Job.3) Register the employees, select their information to determine the list of the

testers.4) The HR department conduct preliminary examination, and the qualifiers, can

receive the retest notices in writing or by telephone.5) Combined with the result of retest and professional test conducted by the

employment department, draw a final evaluation.6) The employees provide relevant documents, relevant departments continue the

background checks, and then the authority make the final decision.7) Make a pre-service training for the qualifier and sign separate probationary

period labor contracts.8) The hiring qualifier are formal on board into the trial period.

7. When recruiting employees, the company must take some rigorous tests in related to basic quality and professional skills.1) Basic quality test: The HR department is responsible for the basic quality test

about the candidates’ thought and physical tests in interviewing and written way such as observations, inquiries, written tests and so on. ‘ the recruitment test table’ shows the details of the test.

2) Professional skills test: To test the employees’ ability, educated level and other professional skills, the main trial sector is responsible for the test in the interviewing, written or public speaking way. The details show in ‘the recruitment test table’.

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8. Once finding the false personal information in the related table, the staff will be fired and compensate for the damage and training costs, and the company will rescind the contract.

Chapter 3: Internal hiring management9. If there are some vacant position, give priority to the internal staff to provide a

good development space and opportunities.10. Selection process:

1) General staff hiring:a) The HR department publishes an internal job information, and the staff

willing to apply for must fill in the table related.b) The HR department evaluates the applicant performance with the original

appointment organization and employer.c) The qualified personnel will approved by the HR department with

authority.2) Management staff hiring:

a) The HR department publishes an internal job information, and founds selection committee.

b) The applicant submit application reports including basic personal situation and policy.

c) The selection committee adopts the public speaking method or others to select the employees.

d) The selection committee reviews and then audit results will be made by the general manager.

Chapter 4: Probationary and regularization11. The new staff must take professional training courses, after the training and

examination, they can sign the probation period of the labor contract and enter into the probation period safely.

12. Generally the probation period is about 3 months, no more than 4 months. The personals do not meet our requirements may be passed and the right one will be approved by the general manger.

13. The regularization application process:1) Get the application table from the HR department and fill in them.2) Signed by the higher director with specific views and coordinate with the HR

department.3) The HR department submit it to the general manager for their approval.

Chapter 5: Personnel changes management14. The personnel changes includes job relocation, promotion, demotion, suspension

with pay, but the demission is not included.15. The staff can transfer their post because of the job demand or the work was

adapted. The process is as follows:1) Proposed by the HR department:

a) The HR department propose the suggestion and solicit the directors’ opinion.

b) The HR department fill in the application and submit it to the related

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director for their approval.2) Proposed by the organization:

a) The organization fill in related applications and submit to the HR department to check.

b) The HR department evaluate the staff’s performance with the organization and then submit it to the related director for their approval.

16. Promotion and Demotion1) Promotion:

a) Outstanding in their work and the test result.b) Pass the related training and qualified for the vacant post.

2) Demotiona) There are some serious errors in their works.b) The employees work with negative mood, and their performance is

mediocre.17. Suspension with pay

1) The employees who suspend with pay can retain their seniority and wage.2) Who can apply for suspension with pay:

a) Ask for more than 1 month’s personal leave or 3 months’ sick leave.b) The one who work in other company more than 6 months with the

company’s agree.c) The employees must apply for the suspension by themselves, allowed by

the director and submit it to the related director for their approval.Chapter 6: Employee turnover management18. Employee turnover consist of three ways, such as terminating

the probation of the employee, voluntary separation and dismiss.19. Terminating the probation of the employee:

1) The one works with low performance and don’t meet the demand of the post.2) Their poor behaviors is not conductive to the long-term development of the

company.3) The one who can’t accept the corporate culture and adapt to the management

model.20. Voluntary separation:

1) The one who apply for the voluntary separation must submit related applications in advance before 3 days for the probation employees, 1 week for the general staff and 1 month for the senior staff.

21. Dismiss:1) The one who is not qualified for the work.2) The one who have serious misconduct.3) The company must inform the one who is laid off 5 days in advance, and the

handover will ensue.22. Employees turnover must compensate for the losses they have made.

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