Using Facebook For Lead Generation: Underground Elephant CEO Jason Kulpa (Part 6)

Sramana: Following your business model, do you get paid when the lead converts or when your client purchases the lead?

Jason Kulpa: When one of the clients purchases the data, we are compensated.

Sramana: What does it cost to buy that data?

Jason Kulpa: It can range from $20 to $40 per applicant depending on the applicant. Some degree types are more difficult to obtain and are more sought after. For example, a graduate school or somebody in the military might be more valuable and sought after than someone who is looking for healthcare.

Sramana: I run a virtual entrepreneurship education and incubation program. We have a complete online curriculum called 1M/1M. The goal is to help 1 million entrepreneurs around the world reach 1 million dollars in revenue. Our program is a thousand-dollar annual membership fee. How would someone like me work with you?

Jason Kulpa: First we would figure out how many candidates you are looking to service. We would figure out a target acquisition cost for each person you wanted to enter the program. Let’s say you were willing to pay $200 for each person who entered the program since you are charging 1,000 dollars for the program itself. Once that is determined we will go out and find candidates who are significantly interested and qualified to be in this program.

You would then compensate us at the end of each month for each person who genuinely interested and qualified for that program. The idea is that you sign up enough people into your program that your profitable on the relationship that we have.

We would work with you throughout that sales cycle using business intelligence. We would examine the geographies that people are coming from, what types of ads they are looking at and responding to, and then find additional data points such male or female. We would look at where they have gone to college and what degrees they have earned. We will take all those data points and plug them into our algorithm and start re-targeting and refining the process until we provide the most value per candidate for any program.

Our goal is to provide the right candidate for you. In a sense we are a matchmaker, and we do the heavy lifting. Our technology allows us to do that and we are really good at figuring out who the right customer is for you based on what you are offering. A lot of it is results based.

Sramana: So, you take the business model of your clients into account and create a program accordingly?

Jason Kulpa: Absolutely. We customize it. Not every client is the same. I know we spoke a lot about for-profit education but we also work a lot with banks, mortgage companies, and insurance companies. Not all clients are the same so we have to be nimble and flexible with any vertical. We would not go out with a shotgun approach to help you. We would have to cater our approach to make sure it is successful with your company.

This segment is part 6 in the series : Using Facebook For Lead Generation: Underground Elephant CEO Jason Kulpa
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