In the 1980s, the team at the now defunct Westech defined the rules of the game in the job fair business. Events, print publications and enthusiasm were the central elements of success in the pre-web days. In some ways, it's a good thing that Brass Ring destroyed that model when it consolidated the industry. Although it's clear that meat-market events are going to be the real casualties, the elimination of any effective job fair competitors through consolidation creates a new opening for community centric (niche) operations.

Obviously, the MBAJungle operation focuses on the lucrative MBA niche. The website contains recruiting centric materials, job guides, help for MBA School survival and is updated rigorously. A Job Board, an MBA network and message boards round out the offering. All that's missing is the parties (a la Media Bistro)

The nationally distributed magazine, which means mailbox reinforcement of the brand and availability at the target schools) is a "must have" component for this sort of niche operation. Ultimately, a well structured branding campaign means reductions in the cost to acquire and move candidates/readers.

Although the penetration is not 100%, enough of the advertising revenue of the company comes form Recruitment and related areas that it is reasonable to describe it as purely funded by employment ads. The model is worth studying in its entirety. While we imagine that 2001 brought the same downturn to MBAJungle that it brought to everyone else, the infrastructure appears to be sleek enough to weather the storm. A little more advertising of their capacity and the operation could become the prototype for functionality in he niche business. We're keeping our eyes on them.

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by John Sumser
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