One-man Housing Brokerage Service for Students
SUMMARY After I resigned from my position as a managing director at Association Logement France Japon, I was still in contact with a number of landlords in Paris who wanted to rent their accommodations to Korean students. Therefore I decided to set up a one-man housing brokerage service, only available online. Not solely as a strategic decision, but I resolved to keep the brokerage as low as possible so as to increase students' benefit as a member of the Korean community in Paris.
I conducted aggressive marketing via the mosit visited websites by Korean students who are preparing to come to France. Introducing a professional corporate logo and webpages were a great help to enhance consumer trust, which I considered to be the most important factor in brokerage services. Furthermore, my personal blog also contributed for my clients to put full confidence in me.
OUTCOME I have mediated over 30 units of accommodations with a high level of client satisfaction.
Online Study Abroad Agency
SUMMARY This project, although it didn't have any specific profit model, was developed to drive more traffic to my blog and other profitable webpages such as Tomber Amoureux de Lang and La Maison de l'Amour.
OUTCOME Video series has currently got over 1,500 views on Youtube.
Carpe Diem: Seize the Day
SUMMARY Starting on May 3rd, 2013, I documented my life on a monthly basis with video clips of various parts of my day. As an avid fan of TED Talks, I was firt inspired by the talk of <Cesar Kuriyama: One second every day> and that led me to shoot five seconds of video everyday to collect all the special bits of my life, including tiny, sad, happy, beautiful and funny moments.
Most of videos were not planned at all, instead they were mostly spontaneuous moments. There were obvious festive moments and holiday clips especially in the mongtage of June, but also my daily life and nostaligic moments when all of my projects were still in their early stage.
OUTCOME A remarkable thing about this project is my ability to recall the details of any given date based on my viewing of the 5 seconds representative of that day, something I likely couldn't do successfully without this visual record.
SOCIAL MEDIA GROWTH HACKING
Growth hacking refers to a marketing technique developed by technology startups which use creativity, analytical thinking, and social metrics. With my own experience and knowledge of SEO, I am able to offer low-cost and innovative alternatives to traditional marketing such as viral marketing.
Main Project Areas
NEW PRODUCT AND SERVICE DEVELOPMENT
Along with my entrepreneurship, I am passionate about designing and lauching new business items. I have a good understanding of customer needs and wants, the competitive environment and the nature of the market represent the top required factors for the success of a new product and service.
SMALL AND MEDIUM-SIZED BUSINESS CONSULTING
As a consultant, my job ranges from finding new customers to crafting a cohesive action plan for growth. Beyond trouble shooting, I aim to add value to business operations by providing objective advice and strive to assist clients in taking full advantage of future opportunities.
MY PROJECTS
TheVinci Solution
September 2014 - June 2015 / Paris, France
Christelle Tong
Rebeka Krskova
Valeriia Krasnyanskaya
WORKED
WITH ...
Anna Piatnitca
CASE #1
Growth Strategy for Education Business
March 2014 - Present
Chloé Artigues
Amine Chader
Valeriia Krasnyanskaya
WORKED
WITH ...
Anna Piatnitca
Laura Feiguel
Florian Richard
Eunjoo Oh
WORKED
WITH ...
Ideas for a Better School and Marketing Strategies
SUMMARY The project was initiated as a school group project in the first place to provide strategic ideas to make a better school. The analysis method we took was so-called "Diamond Analysis" which contains in-depth analysis of internal "symptoms" and external "context" in order to diagnose current issues. While working on the project as a team leader, I genuinely enjoyed all the process and I had my first tase of business consulting thanks to the project. However, I felt so excited making creative and effective strategies based on the solid analysis although I had to stay up a couple of nights working on the project .
Since then I happend to realise that my school also wants to expand its market to East Asia and make it more aware to Korean students. Therefore I decided to develop further my project so as to boost my school's awareness in South Korea with in coopearation with the PSB's international marketing team. The experience of working with study abroad agencies in South Korea at Association Logement France Japon is a great asset to me in terms of promoting the school to local students who are interested in studying in France.
Various Suvery Methods
To conduct survey, we used questionnaire, interview as well as online survey. Particularly, we ended up collecting more than 100 responses on SurveyMonkey within 24 hours.
As a tool to find out what people value, we applied means-end approach employing the laddering technique to uncover the underlying personal values. We also conducted the content analysis for our interviews, constructed the hierarchical value map and identified the dominant value.
TV Commercial Proposal
OUTCOME Due to lack of time, our team had to finish shooting in a day. Without professional filmmaking equipment, we concluded to make a funny and a bit kitschy video rather than a seriously-made clumsy one. Although we were not 100% satisfied with the quality of the final outcome, it was a valuable experience that we could devise a scenario, shoot a film and edit it into a final product within a day. Most of all, the synergy as a team during the project still remains as a good memory.
BMW Advertisement Proposal
April 2014 / Paris, France
Semester-long Marketing Project
SUMMARY It was a group project with the aim of devising a marketing plan incorporating the whole process of marketing analysis ranging from internal/external analysis, market segmentation, marketing mix (4P) and consumer decision process, ultimately to propose an advertisement plan for one of BMW's lines, BMW i8.
Firstly, we condulted the market research and analysed the colled data using implication matrix. Consequently, we found out that self-esteem was what potential consumers value most, followed by quality and brand power. We were also able to identify that what kinds of attributes are closely associated with consequences, or product benefits and risks, and even the personal values the product can help consumers fulfill. Hence, we aimed to propose an adequate TV commercial focusing on linking the luxury style to feelings of being green to reinforce the consumer engagement.
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CASE #3
Marketing Plan for Attracting Local Customers
May 2015
audience. Fortunately, the teacher, who also worked as a consultant at McKinsey and Company, picked our pitch as the best pitch and she asked us to film our pitch to show other undergraduate students as well as MBA students. Again, effort never betrays you!
How to Deliever a Good Pitch to Raise Money?
SUMMARY In today's hyper-competitive world, your message remains confined to your vocal cords unless you are able to communicate. So it is essential for businessmen to be able to convince an audience to believe in their services or products. However, delivering a good business pitch was never an easy thing, especially in front of busy investors.
Our team decided to take rather a difficult approach. We chose Illumina, Inc, a high-tech company that develops, manufactures and markets integrated systems for the analysis of genetic variation and biological function. We assumed that our audience are our prospective investors, who are mostly hostpital purchasing managers. Unlike other groups that chose to do sales pitches, I realised that we needed to be much more professional in terms of tone, manners and terms. I thought it was critical to bear in mind that to whom we give a pitch, and the goal that we ultimately achieve. In this case, highlighting financial benefits as well as giving emotional impact were important.
La Maison de l'Amour
February 2014 - June 2015 / Paris, France
Group Pitch for Investment
January 2014 / Paris, France
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Practice, Practice, Practice
OUTCOME As always, I believed that the only way to overcome fear of public speaking was million times of practice. I, as a team leader, took charge of writing an overall script as well as the last emotionally touching part of the pitch. Since I do not give any information but my personal story and the vision of the company, looking confident was critical to convince the
Five-second Daily Video Movie Project
May 2013 - September 2013 / Paris, France
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Shall We, Paris?
August 2013 - June 2014 / Paris, France
Tourist Accommodation Management Strategy
April 2015 - June 2015
CASE #2
Overseas Education Consulting Service
January 2016 - Present / London, United Kingdom
Making New Trends in Education: Why Not Study Abroad in France?
SUMMARY As cliché as it sounds, by studying abroad you will become a much worldlier person, and become more marketable to grad schools and employers because of the intangible life skills you’re going to pick up along the way. Yet, most Korean students still only think of studying in English speaking countries such as the United States or United Kingdom although there are other good options. For example, France is arguably one of such countries where you can hone English skills as most business schools nowadays offer English programme as well as learn another second foreign language, which could potentially be your differentiated selling point in the job market. From my own personal experience of living in France over 5 years, I think I have gained invaluable experience making the most of resrouces uniquely available in France. Hence, I would like to share my knowledge and experience with other Korean students who are also desperately deliberating life-changing decisions of studying abroad through my book, seminars and blog.
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Creating a Viral Social Media Marketing Campaign
SUMMARY Zebra Guesthouse is located in the commune of Montreuil, Seine-Saint-Denis, just to the east of Paris. It is one of the largest tourist accommodations for particularly Korean tourists accommodating up to 80 guests. Yet, it was suffering from seasonal volatility of business and gradual decrease in revenue due to increasing competition in the market which is that there are currently around 100 existing competitors in Paris. At the moment, the guesthouse didn't have any marketing tools and was solely advertised by word of mouth amongst Korean tourists on/offline apart from its official website.
In order to raise awareness as a guesthouse located in Paris aming to attract Korean tourists, using social media effectively was vital. Some of competitors were already actively using blogs, however, I found it very ineffective and inefficient considering that the guesthouse is run by 2 managers. Instead of running a blog on thier own, viral marketing was the idea I came up with in order to make the full use of each guest as a marketing base. Guests are incentivised by two free bottles of beer to write their own travel journey on the guesthouse's blog as well as share photos on social media.
OUTCOME It increased revenue by 150% from 4th quarter 2015 in comparison with the previous year and successfully mitigated tourism sasonality by attracting young tourists.
Setting Need-satisfying Marketing Objectives
SUMMARY Be Paris5 is a small local business in the 5th arrondissement of Paris in France that sells jewellery and accessories. The owner of the shop was confident about the quality and the price of products, however, was very concerned about a small number of visitors despite the relatively good location. The area has a large floating population due to the market nearby - Marché Mouffetard -, besides it is one of the most frequently visited areas by Korean tourists buying cosmetics at Pharmacy Monge.
The first thing I did was to clerly set target customers. After research, Korean tourists were assumed to have very high purchasing power. Then I thought of three things lacking for Korean tourists in Paris and, at the same time, that the shop could provide: left luggague facilities, iced americano coffee and tourist information in Korean language along with wifi.
OUTCOME The new service turned out to be very successful and attracted Korean tourists who visit the nearby pharmacy. It naturally resulted in inreased revenue as well as increased brand awareness. The sho is now finally enjoying its geographical advantages.
Action Plans to Implement the Project
OUTCOME The project is underway after initial negotiation stages with the PSB Paris School of Business (Ex. ESG Management School). I made a complete list of French language/literature-related departments in universities as well as all of existing private study abroad agencies in South Korea. The PSB's International Marketing team was happy with my collaboration and wanted me to actively involve in the project.
The second step that I took was to send the brocuhres to all the universities and study abroad agencies on the list. Along with that, I also plan to hold seminars to promote the school and my book about studying in France, which I'm currently working on, hopefully this summer in South Korea during weekends.
Finally, I expect this project to boost the reputation of my alma mater as one of only few alumni from South Korea.
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DO YOU LIKE THIS PROJECT?
DO YOU LIKE THIS PROJECT?
