Need help with a section of a consulting project that details the implementation of a solution. I’ve attached all the details of the solution as well as some resources that the written piece should be based on. Instructions are included too.
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Instructions: Credible sources needed, needs a lot of data, 2000 words minimum, no
plagiarism, APA citation style
The question and the solution are provided, all I need is an elaborated version of the
solution with further research and maybe graphs and such.
Question: how can Yelp increase its overall engagement within the business owner community. So
far, Yelps efforts as follows. Firstly, Yelp conducts PR-focused campaigns for earned media as well as
owned media (blog). Secondarily, Yelp has launched a community-management program specifically for
business owners in the form of Yelps Local Business Partners. Thirdly, Yelp has boots on the ground
building communities of business owners in 5 major US markets – NY, Seattle, Phoenix, SF and Chicago.
Lastly, Yelp has launched a content marketing program supported by @YelpForBusiness b2b Twitter
YelpAcademy is aimed at providing online courses to small business owners. This will be
rendered possible through a partnership with Coursera, the leader in the online education
industry. The courses will be designed by courser but weve picked 4 courses that are crucial to
business owners: Human Resources, Legal Requirements, Taxes and Branding. Why? Because
according to research (https://www.nfib.com/assets/nfib_smallbusinessadvocate2.pdf
) small businesses in America struggle with issues regarding Human resources (no. 1 issue),
Law/Regulations (no.2 top issue) and taxes. We have added branding because it is crucial as
well (NEED RESEARCH TO BACK IT UP) and also because we would like to see businesses
learning through the branding course how to use Yelp effectively.
What are the benefits?
Three words: flexibility (small business owners work 50 hours a week ? need research on that),
relationship (this will strengthen the relationship between Yelp and businesses? need to
explain why and how), Value (this will create value for small businesses? need to explain why )
English, Spanish, Mandarin, Cantonese and hindi to reflect the cultural background of small
business owners (a great portion of them are immigrants ? back it up with research)
Whats the cost?
Need to find cost of individual courses and what will Yelp have to pay Coursera to get
Businesses will get a 70% discount (but why?)
Other things to consider
Needs to explain the benefits of online courses
Needs to explain why this solution truly fits the problem Yelp is facing
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