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Bachelor (Hons) in Business and Managements Studies

Module: Marketing and Entrepreneurship

Surname First name UoB Number

1. Gunarto Fathurrahman Latama 1303 1683


2. Na Marneth 1303 1254
3. Cada John Marbin 1303 1256
4. Sebayang Efedo Raidianta 1303 0920
5. Ng Kang Yang 1303 1795

Lecturer: Dr. Alby Kurian

Assignment Submission Date: 19th March 2016


Executive Summary
The purpose of JobSwipe is very simple, to make it easy to find jobs/employees.
JobSwipe is an app that can be used to find jobs near the users and they just need
to swipe away. The app is very simple, the practicality of the app which gives it a
competitive advantage over other similar services. In developing this venture,
the company first targets the Singapore market to give a go for the app.

This report analyses the market that the company is targeting, opportunities,
and financial of the company. This report has also explained the competitiveness
of the app and providing some survey for the tested samples of 50 people. After
analyzing the market, financial, and market research, the company concluded the
venture is feasible and the company would pursue this business.
Table of Contents
EXECUTIVE SUMMARY .................................................................................................................... 2
LIST OF FIGURES ............................................................................................................................... 4
1. INTRODUCTION ............................................................................................................................ 1
2. DESCRIPTION OF THE BUSINESS CONCEPT ........................................................................ 1
Mission ................................................................................................................................................................. 1
Objectives ........................................................................................................................................................... 1
Strategy ............................................................................................................................................................... 1
Task....................................................................................................................................................................... 2
Tactics.................................................................................................................................................................. 2
2.1. IDENTIFY AN OPPORTUNITY ................................................................................................................... 2
Solving a problem........................................................................................................................................... 2
2.2. COMPETITIVE ADVANTAGES .................................................................................................................. 2
2.3. COMPARATIVE ADVANTAGES ................................................................................................................. 2
2.4. ASSESSING OPPORTUNITIES ................................................................................................................... 2
Investment ......................................................................................................................................................... 2
Risk ........................................................................................................................................................................ 3
Return .................................................................................................................................................................. 3
Impact of change ............................................................................................................................................ 3
Time ...................................................................................................................................................................... 3
3. MARKET ANALYSIS ...................................................................................................................... 4
3.1. MARCRO-ENVIRONMENT (PESTEL) ................................................................................................... 4
Political ............................................................................................................................................................... 4
Economic ............................................................................................................................................................ 4
Social .................................................................................................................................................................... 4
Technological ................................................................................................................................................... 4
Environmental ................................................................................................................................................. 4
Legal ..................................................................................................................................................................... 4
3.2. 7 PS OF THE MARKETING MIX ............................................................................................................... 5
3.4. CUSTOMER PROFILE ................................................................................................................................ 6
Customer Age range ...................................................................................................................................... 6
Educational Background ............................................................................................................................ 6
Gender.................................................................................................................................................................. 6
4. MARKET RESEARCH FINDINGS................................................................................................ 6
5. FINANCIAL ANALYSIS.................................................................................................................. 6
5.1. JOBSWIPE PROJECTED CASH FLOW 2015 ........................................................................................... 6
Business Model................................................................................................................................................. 7
JobSwipe Cash Flow Analysis 2016 ........................................................................................................ 7
5.2. BREAKEVEN .............................................................................................................................................. 9
6. CONCEPT EVALUATION.............................................................................................................. 9
6.1. MANAGEMENT TEAM .............................................................................................................................. 9
Chief Executive Officer ................................................................................................................................. 9
Chief Technology Officer ............................................................................................................................. 9
Chief Financial Officer ................................................................................................................................10
Chief Marketing Officer..............................................................................................................................10
Chief Information Officer ..........................................................................................................................10
6.2. FEASIBILITY ........................................................................................................................................... 10
6.3. PRODUCT EVOLUTION .......................................................................................................................... 10
6.4. EVALUATION GRID ................................................................................................................................ 10
7. CONCLUSION ................................................................................................................................11
REFERENCES .....................................................................................................................................12
APPENDICES .....................................................................................................................................13
APPENDIX 1: SURVEY QUESTIONS .............................................................................................................. 13
APPENDIX 2: MARKET RESEARCH FINDINGS ............................................................................................ 14

List of Figures Description Page No.


Figure: 1 JobSwipe Logo Page 1
Figure: 2 Scoring pentagon of opportunities Page 3
Figure: 3 PESTEL analysis Page 4
Figure: 4 7Ps Marketing Mix Page 5
Figure: 5 Business model template Page 7
Figure: 6 Cash flow analysis Page 8
Figure: 7 Breakeven analysis Page 9
Figure: 8 Grid evaluation Page 11
1. Introduction
An app is all it takes to explore opportunities all around the world. People are
constantly moving from a web-based environment into a mobile app-centric
world. The company has developed an app that is based on providing a service
for employees to find jobs and employers to list down the available positions in
the organization. This paper will be analyzing the possibility of the app being in
the market for different types of market analyzing, conduct of cash flow, and
follow up with a conclusion

2. Description of the business concept


The app name is JobSwipe. It provides a simple way for customers to be able to
search for jobs anywhere with the use of their smartphone. As mentioned ahead,
an increasing number of people are switching from a web-based environment
into the app-centric concept. As it is very convincing for users to use it anywhere
and anytime, on the go. JobSwipe allows employers to list out the available
positions in the organization in the app, and employees can easily find it in the
app. When the employees are interested in a certain job, they can easily swipe
right indicating an interest in the job which then will alert the employers to
consider. More information and chats can easily be done in the app as well. By
providing a concept on swiping right for interest and left for being uninterested,
it is the simplest way for customers to find jobs both full time and part time.

Figure 1: JobSwipe logo


Below are the company’s mission, objectives, strategy, tasks and tactics:

Mission
To make JobSwipe the most convenient way for customers to get employed and
find employees

Objectives
To be known as the most practical and most useful way to find jobs

Strategy
Following the trend of switching from web-based environment to an app world,
convincing customers to choose JobSwipe as the prime way to find jobs

JobSwipe Business Concept 1 of 15


Task
The task to put JobSwipe out there in the market for customers to know is
challenging. There will be a number of ads that will be on social media such as
Facebook, Instagram, Twitter, etc. The power of Word of Mouth advertising will
also be very effective in getting the app for customers to know about it.

Tactics
As an App is not a product where customers can have a taste of it before buying
it, as time progress, there will be ads on billboards and on subway trains stations
and more for customers to be aware of the products.

2.1. Identify an opportunity


Solving a problem
The HR of the company has discovered an issue with employees trying to find
jobs and also the struggle to find workers in today’s world. There are a lot of
processes that customers need to go through such as needing a proper working
space to fill up many paper works and forms to be able to list themselves in
websites to find jobs. Employees and employers have to constantly be on the
web-based environment to be able to get employed or hiring employees. This is
the reason why an app is very convenient.

2.2. Competitive Advantages


JobSwipe is known for its easy usage for customers to be able to simply search
for occupation at their own convenient on the go anytime. It has a great
competitive advantage, as there hasn’t been an app that offers the same features
as JobSwipe in Singapore. A number of job search are based on the web or on
another form of app design. This gives the app a great competitive advantage.

2.3. Comparative Advantages


Cost wise, JobSwipe is a free app for all customers to use. There are numbers of
apps and web based websites that offer customers to be able to find jobs as well
with a certain amount of cost to put their information up there. JobSwipe,
however, does provide a choice for customers to be able to add on premium
packages with a very low cost to be able to receive extra features for their
profile.

2.4. Assessing Opportunities


In assessing the opportunities of a venture, companies must look, understand
and measure the following, investment, risk, return, impact of change and time.
For JobSwipe’s opportunities the findings are below (see Figure 2)

Investment
Instead of investing it in the building, machinery, and etcetera, in app industry,
capital mostly goes into software. Investment needed to develop an app can start
from tens of dollars to hundreds of thousands of dollar, depending on the app
type (Say, 2014). That said, the investment needed for developing an app is
moderate.

JobSwipe Business Concept 2 of 15


Risk
There are numerous risks that app developer may have to face in developing an
app. The risk can be unsustainable user growth, choosing the wrong
development partners, security breaches and etcetera (Stangarone, 2013).
However, the risk is not as unpredictable as other industry.

Return
The return in a mobile app is not always the same, and it may not be as
proportional to the investment. However, with a good design and use pay-per-
download method for the app, will have a faster return on investment (Ballester,
2015).

Impact of change
The impact of an app is strong, as it helps people to connect to everyone in a
single device. It saved up a lot of work in terms of time efficiency (Propel
Businessworks, 2014).

Time
In making an app, it takes at least 18 weeks. After the app is approved in app
store or Google store which takes 7 – 10 days, then the company can start
making money by selling the app in the store.

Opportunities Stats
Investment
20
15
10
Time Risk
5
Percentage (20% is the most
0
for each)

Impact of
Return
change

Figure 2: Scoring pentagon of opportunities.

JobSwipe Business Concept 3 of 15


3. Market Analysis
3.1. Marcro-environment (PESTEL)

Figure 3: PESTEL analysis

Political
Singapore’s government is highly rated as one of the most stable in the world. It is
easier for a startup project to materialize and develop as the government encourages
it by providing financial support if deemed viable.

Economic
The unemployment rate in Singapore is relatively low compared to other countries.
However, it is common for employees to constantly look out for other available jobs
that pay the better salary and benefits. As such, the app would be very useful to help
employees narrow down the most suitable jobs using its filter options.

Social
Singapore’s population is known to be “tech-savvy” especially the younger
generation. As such, many would find the swiping function, modern while also being
simple and convenient.

Technological
Once the app gets officially launched, further innovations and improvements will be
made, taking into account the feedbacks of the users.

Environmental
There will be little to no negative environmental impact as the product is virtual.

Legal
The most significant legal factor that the company might face would be regarding
intellectual property protection. As JobSwipe emulates Tinder's swiping as its core
function, it is possible that the function is patented by Tinder. This will prevent the
company from implementing the swiping function that is one of the key features that
is unique to this app compared to other job finder apps.

JobSwipe Business Concept 4 of 15


3.2. 7 Ps of the Marketing Mix

Produc
t
Physical Pric
evidence
e
7 PS
MARKETING
Proces MIX Place
s

People Promotio
n
Figure 4: 7Ps Marketing Mix
The app is designed to
Physical Users are able to interact have a simple and easy to
with potential employees use interface. By simply
evidenc easily via the app’s 1:1 Product swiping, users are able to
e chat feature. browse the jobs available.

Employees are able to Customer service related


search and filter their functions are integrated in
Process ideal jobs using the app’s People
the app such as the
features and select feedback option.
accordingly.

The app is free for


The app is advertised everyone to use. Online
Promotio through social media and Price advertisements are run in
n is also in-partner with the app to generate
other companies. profits.

The app is accessible for


everyone in Singapore
Place using either an iOS or
Android devices.

JobSwipe Business Concept 5 of 15


3.4. Customer Profile
Customer Age range
The target audience for JobSwipe is the working age group, which can start as
early as the age of 16 (mostly looking for part time jobs) up to the age of 62
(retirement age in Singapore). The biggest age group that will be using the app
would be at the age of 25 to 35, which is typically when employees tend to jump
around different companies looking for the most suitable one.

Educational Background
The app has a feature whereby users are able to filter the job postings to suit
their current educational background. The app does not restrict users based on
their educational level.

Gender
The app is able to categorized jobs based on gender. For instance, if a female user
wants to see jobs mostly for females, she will be able to do so via the filter
options and only jobs mostly suited to females will only be listed. Same goes for
the male counterparts.

4. Market Research Findings


A group of 50 people were selected for the survey (see Appendix 1) as they are
currently unemployed or looking for a new job result for the job were as shown,
out of the 50 people using the app says that the app is easy to use and
information from the app is easily understood also, the minority whom disagrees
says that the app is only available in English and they could not really read
English well. According to the survey, most of the people heard about JobSwipe
on the social media and most of the people say that they like the app because it is
easy to use. In the duration of 2 weeks whereby they were trying out the app,
about 70% of the people were able to get jobs from the app successfully. About
92% of the JobSwipe app user rates the app well and it meets about the needs of
86% of the people, most of the users (88%) say that they will recommend the
app to their families and friends (Appendix 2)

5. Financial Analysis
5.1. JobSwipe projected Cash Flow 2015
On January 2 2016 (as the beginning of the year), the company (JobSwipe) starts
work on a cash flow projection for the next 12 months. The company start by
putting the $15,000 the company has in the business bank account in the "Cash
at Start of Month" column for January. In the "Cash coming in" section, the
company includes the cash sales, investment, advertisement, and other. In the
"Cash going out" section, the company includes the variable and fixed costs,
administrative expense, marketing, interest expense, etc.

JobSwipe Business Concept 6 of 15


Business Model

Customer Sales Income Customer


Group Total = $213,800 Benefits

Gross Profit Margin = 61%


Projected Variable Costs Net Profit Margin = 82%
Growth (Per
Sales Customer)
Yr 2 = 25% Total = $2
Yr 3 = 50%

Fixed Costs Total Costs


Finance Costs Gross Profit = $107,860
Premises, Net Profit before tax =
Facilities, and etc $213,800
Total = $ 37,140

Figure 5: Business model template

JobSwipe Cash Flow Analysis 2016


Month January February March April May June
Cash balance at 15,000 15,310 18,960 24,560 34,260 47,160
the start of the
month
Cash In
Sales income 2,800 6,000 8,000 12,000 15,000 20,000
Investment 100 100 100 100 300 500
Advertisement 100 100 100 100 100 500
Other Income 200 200 200 200 200 400
Total Cash at the 3,200 6,400 8,400 12,400 15,600 21,400
end of the month
Cash Out
Administration 500 500 500 500 500 500
Marketing 500 500 500 500 500 700
Cost of goods 1000 900 900 800 800 800
Interest expense, 150 150 150 150 150 200
bank charges
Capital Cost 200 200 200 200 200 200
Tax and GST 500 500 500 500 500 550
Other payments 40 50 50 50 100
Total Cash out the 2,890 2,750 2,800 2,700 2,700 3,050
end of the month
Net Difference 310 3,650 5,600 9,700 12,900 18,350

JobSwipe Business Concept 7 of 15


(subtract cash out
from cash in)
Cash Balance at 15,310 18,960 24,560 34,260 47,160 65,510
the end of the
month

Month July August September October November December


Cash balance 65,510 86,910 105,360 125,810 148,960 175,110
at the start
of the month
Cash In
Sales income 23,000 21,000 23,000 25,000 28,000 30,000
Investment 500 500 500 500 500 500
Advertiseme 500 500 500 500 500 1000
nt
Other 400 200 200 400 400 500
Income
Total Cash at 24,400 22,200 24,200 26,400 29,400 32,000
the end of
the month
Cash Out
Administrati 500 500 500 500 500 500
on
Marketing 700 1200 1,200 1,000 1,000 1,000
Cost of goods 800 800 800 600 600 600
Interest 200 300 300 300 300 300
expense,
bank
charges
Capital Cost 200 200 200 200 200 200
Tax and GST 550 550 550 550 550 550
Other 50 200 200 100 100 100
payments
Total Cash 3,000 3,750 3,750 3,250 3,250 3,250
out the end
of the month
Net 21,400 18,450 20,450 23,150 26,150 28,750
Difference
(subtract
cash out
from cash
in)
Cash Balance 86,910 105,360 125,810 148,960 175,110 203,860
at the end of
the month
Figure 6: Cash flow analysis

JobSwipe Business Concept 8 of 15


To fix the cash flow, the company needs more money coming into the business
(increase sales, collect past-due accounts receivable), less money going out of the
business (reduce costs of goods and labor), and less money tied up in the
business (reduce inventory and leased equipment). Therefore, many of these
things will raise company’s profit margin.

5.2. Breakeven
As a new company, the company needs to know how many sales and profit have
to be made before all the cost and expenses are covered. Some business can
make a lot of money from their sales, but also losing a lot of money. This is where
the calculation of break-even point is used in order to find out where the profit
really starts
The formula is:
Average month's fixed running costs
______________________________ = break-even point (number of units to sell)
(Unit selling price – cost to produce)
Insert your figures here: $20,000 average month's fixed running cost
$ average month's fixed running costs $2 average revenue per unit
$ average revenue per unit $0 average per unit cost
$ average per unit cost
20,000 = 4000
_______ = units you’ll need to sell per month (5 – 0)
before you start making profit
Figure 7: Breakeven analysis
The company breakeven point is 4000, which means the company start making a
profit each month when there are 4,000 people, downloaded the company’s
JobSwipe application, and that is not including the company’s income from
advertising.

6. Concept Evaluation
6.1. Management Team
In JobSwipe, there are five members bearing important roles based on their skills
and experience to contribute to the company. Here are the skills and
competencies of each member:

Chief Executive Officer


Fathurrahman Latama Gunarto – As the company’s CEO, he has the leadership
skill, to coordinate all the partners and colleague in the company. He has the
experience in managing a team and inspires them for creativity.

Chief Technology Officer


Cada John Marbin – As the company’s CTO, he has the ability and skills to
develop the app JobSwipe. He has the experience of leading the IT staffs and
developing apps.

JobSwipe Business Concept 9 of 15


Chief Financial Officer
Efedo Radianta Sebayang – As the company’s CFO, he has the capability of
advising the expense the company make. He also has the experience in managing
and analyzing the company’s finance and cash flow.

Chief Marketing Officer


Na Marneth – As the company’s CMO, she has sales skills and the experience in
marketing department focusing on mobile applications.

Chief Information Officer


Ng Kang Yang – As the company’s CIO, he has the capability of gathering enough
information and turns it into knowledge that the company can use to predict the
future event.

6.2. Feasibility
Having performed market analysis, financial evaluation and etcetera, it is
concluded that the venture is feasible. In industry analysis, even though it will
need an enormous amount of time and money investment, looking at the
company’s financial capabilities and the industry market, it is feasible to pursue
the venture.

6.3. Product evolution


From the name Job Slides, the company has decided to change the name and logo
to JobSwipe. The name JobSwipe is catchier to the market. At first, the company
also think that the app should only be available in the app store for Apple Inc.
devices to reduce cost, but after analyzing the company’s finance, it is more
suitable and profitable to target both iOS (Apple Inc. operating system) and
Android users with the app.

6.4. Evaluation grid


Group Member Group Group Group Group
1 Member 2 Member 3 Member 4 Member 5
Attractiveness It is very Yes, it’s a It is very Yes, it is a Yes, it is a delighting
of idea – interesting to very intriguing unique process to work on the
Would you pursue this interesting to develop concept to app together and
enjoy doing it? venture. if we can something develop such seeing our ideas all
make this app comes together.
happen.
Ability to Our team is We have The group Our team has With the skillset unique
undertake – well determined the have all the the ability to to each of the
Do you have and have the capability relevant innovate this members, we came
the skills skills to of doing skills app with together as a well-fitted
needed to do develop this this and needed different skills team for developing the
it? app. still app.
learning.
Practicality – It is not going It is It is very It is 100% With the hard work and
Is it something to be easy, but difficult, possible, possible to effort put in, it is very
that really can it is possible. but not but it will create the possible that it will be
be done? impossible cost a lot of app with time successful
time, effort and effort put
and money into it.
Potential There is a There Based on There are big As shown via results, it
market market for the always a the demands for works very well for the
demand – Will app, based on market for research an app such people who are looking

JobSwipe Business Concept 10 of 15


customers buy what we have such app. we have as Job Swipe for jobs.
it? analysed. gathered,
yes there is
a demand
Ability to The practicality It’s simple The app is It is a simple The app is simple to
differentiate – and the app and better very simple app yet use, we have strong
Can you ease of use than job to use and unique for customer support and it
differentiate it would be a street.com has a customers to is easy to use.
in some way game changer unique make use of it
that can be in finding jobs. feature at their own
sustained over convenient.
a long period?
Price potential Our app is free, Yes, our App is free. Since our app Our app is free to use,
– Can you but there is app is free Revenue is free of we get our revenue
avoid also an option and up to comes charge, we from ads.
competing for a premium date. from ads earn our profit
simply on user, which is and from other
price? relatively cheap premium factors such
as compared to subscribers as
other app. advertisement
and premium
sign up.
Resource Since the team Yes, the Yes, all the Yes, the Yes, we have strong
availability – makes the app resources necessary resource is finance support from
Do you think and all cost are resources not in our some of the team
you have, or paid also made available. are concern, with member’s families.
can get, the by the team, available the time and
resources you the resource is effort put into
need to start not our it.
up this concern.
business?
Figure 8: Grid Evaluation

7. Conclusion
In developing a business concept, a company must first assess the business
opportunity, and analyze the market and financial status. In JobSwipe, the
company is in the process of building and upgrading the app. The company’s
approach for this venture is in a step-by-step manner. First, the company tries to
target Singapore market and make the way around the world. The app is very
useful to find jobs, and its practicality helps human resource departments to
quickly find the best candidates for their company. JobSwipe believes that this
app will help a lot of people, and would not be worried to find customers.

JobSwipe Business Concept 11 of 15


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Comparative Advantage Definition & Example | Investing Answers.


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Singapore’s enduring competitive advantage | TODAYonline. 2016. Singapore’s


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advantage. [Accessed 21 Feb 2016].

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[ONLINE] Available at:http://smallbusiness.chron.com/demographic-characteristics-
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the-7ps-marketing-mix/. [Accessed 14 March 2016].

An Overview of the PESTEL Framework. 2016. An Overview of the PESTEL


Framework. [ONLINE] Available at: http://pestleanalysis.com/pestel-framework/.
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[Accessed 14 March 2016].

JobSwipe Business Concept 12 of 15


Appendices
Appendix 1: Survey questions
A group of 50 adults were selected to try out the JobSwipe app for 2 weeks. They
were selected as they are currently unemployed / or looking for a new job. A
survey of 9 questions was asked to be completed after 2 weeks.
1) On the scale of 1 to 5, 1 being the easiest, 5 being the hardest, how easy it is to
use JobSwipe?
1 2 3 4 5

2) On the scale of 1 to 5, how easy is it to understand information on the app.


1 2 3 4 5

3) Have you heard about JobSwipe on any other platforms? (more than one option
can be chose)
- Social media
- Emails
- Online advertise
- Newspaper, flyers, radio

4) Which feature about the app do you like best?


- The ease of use
- Amount of jobs offered
- Interface design
- Others (Comment can be input below)

5) In the duration of 2 weeks, were you able to get any jobs successfully?
- Yes
- No

6) On the scale of 1 to 5, 1 being the lowest and 5 the highest, how do you rate
JobSwipe?
1 2 3 4 5

7) Overall, how well does JobSwipe meet your needs?


- Extremely well
- Very well
- Somehow well
- Not so well

8) Will you recommend this JobSwipe to your families and friends?


- Yes
- No

JobSwipe Business Concept 13 of 15


9) General feedback
_________________________________________________________

Appendix 2: Market research findings


On the scale of 1 to 5, 1 being the easiest, 5 being the hardest, how easy
it is to use JobSwipe?
1 2 3 4 5
24% (12 pax) 68% (34 pax) 6% (3 pax) 2% (1 pax) 0% (0 pax)
On the scale of 1 to 5, how easy is it to understand information on the
app.
1 2 3 4 5
24% (12 pax) 68% (34 pax) 6% (3 pax) 2% (1 pax) 0% (0 pax)

Have you heard about JobSwipe on any other platform? (More than one
option can be chose)
Social media Emails Online Newspaper,
88% (44 20% (10 advertisement flyers, radio
pax) pax) 30% (15 pax) 6% (3 pax)

Which feature about the app do you like best?


The ease of Amount of Interface Others
use jobs offered design 2% (1 pax)
64% (32 10% (5 pax) 24% (12 pax)
pax)

In the duration of 2 weeks, were you able to get any jobs successfully?
Yes No
70% (35 pax) 30% (15 pax)

On the scale of 1 to 5, 1 being the lowest and 5 being the highest, how do
you rate JobSwipe?
1 2 3 4 5
24% (12 pax) 68% (34 pax) 6% (3 pax) 2% (1 pax) 0% (0 pax)

Overall, how well does JobSwipe meet your needs?


Extremely Very well Somehow Not so well
well 66% (33 pax) well 8% (4 pax)
20% (10 pax) 6% (3 pax)

Will you recommend JobSwipe to your families and friends?

JobSwipe Business Concept 14 of 15


Yes No
88% (44 pax) 12% (6 pax)

JobSwipe Business Concept 15 of 15