NPS Based Business Design: JoPrep Case Study

JoPrep: A Case Study in NPS-Driven Business Design

JoPrep is the venture my co-founder and I are building to redefine job preparation in the Indian market. Our vision is simple yet ambitious—become the go-to platform for everything job-prep related.

We recently took the first step, hiring low-cost resources to build our initial offering: an AI-powered resume-making tool. What sets us apart? Our AI bot engages customers through web-audio calls, mimicking human conversation, asking deep, thought-provoking questions, and gathering data to craft tailored, ATS-optimized resumes. This was the idea we believed in. With my background as a manual resume writer, we built the product, launched the website, and began marketing it.

The result? Almost no signups. We were lost, unsure of our next move.

Around this time, my co-founder felt I was losing focus, as I began posting about solutions to global traffic problems. To him, my behavior seemed scattered and inconsistent, leading him to suggest we part ways, believing I lacked commitment to JoPrep.

What follows is the letter I wrote to him, explaining the importance of NPS-based business models—using JoPrep’s journey as a case study. This is my argument for rethinking how we design businesses—not around profit, but around customer satisfaction and long-term value creation.

Subject: Let’s Build JoPrep Differently and Change the World

Hi (Co-founder name)

I realized a call wouldn’t capture the depth of what I want to convey, so here it is in writing. I hope you’ll read this with an open mind—it’s about why JoPrep matters to me, my life’s vision, and how I need you as a partner.

The Bigger Vision: A Utopian Society Through Business

A decade ago, I went through a personal turning point—I went through a supremely stressful experience to get my dream job at Mckinsey. The experience spiraled me into questioning everything around me. That’s when I realized: Unless the world becomes a place where everyone is happy, I won’t find peace. I’ve made it my life’s mission to build that world—a utopia where every human problem has a business solution.

The core of my philosophy? Profit maximization is a flawed goal. It forces businesses to cut corners, sacrificing customer and employee satisfaction for short-term wins. Customer happiness (NPS) should be the North Star, with profits following naturally. If we nail customer and employee satisfaction, everything else falls into place—referrals, retention, and infinite growth. That’s where JoPrep fits.

Where We Went Wrong with JoPrep

Our first attempt at JoPrep followed the profit-first model, and we hit walls:

  1. We assumed demand without research, relying on intuition and friends for feedback.
  2. We minimized costs with hires like  (Developer name), hoping to get top talent on a low budget.
  3. We developed a product with features we thought customers needed, without co-creating it with them.
  4. We expected feedback from customers without incentivizing them—leaving us with no meaningful insights to iterate on.

In short, we created something that might not even have demand, and we are now debating whether to market it. This is exactly what happens when businesses focus on profits first.

A New Way Forward: NPS-Centric Business Design

Let’s assume an investor gives us unlimited resources—not in reality, but enough to solve every problem properly. Here’s how we’d approach JoPrep differently, with NPS as our primary metric:

  1. Validate Demand:

    • LinkedIn outreach to 1,000 potential customers, offering Rs 500 Amazon vouchers for completing a 5-minute survey.
    • Set clear metrics: If survey responses show enough demand, we proceed. If not, we pivot. This saves us from building something the market doesn’t need.

  2. Co-create the Product:

    • With demand validated, we build only the features customers care about, based on feedback from the initial survey.
    • Every time we release a new version, test it on 100 customers, incentivizing them with vouchers and gathering feedback.
    • Track NPS after every product iteration. If NPS is under 90, we adjust the product until we get it right.

  3. Employee Satisfaction Matters:

    • Pay above-market salaries to attract and retain top talent. Burnout and attrition cost more than paying well from the start. Let’s avoid that.

  4. Influencer Marketing at the Right Time:

    • Once the product hits an NPS of 90+, we engage with influencers, not just for promotion, but to test the product.
    • The influencer only promotes JoPrep if they give us a 9 or 10 NPS score. This ensures credibility when we go to market.

  5. Scale the Business Sustainably:

    • Use feedback loops to continuously measure and improve the product after launch. Referrals will come naturally with high NPS, reducing future marketing spend.

This process might take more time and money upfront, but the return is almost guaranteed—a self-sustaining, high-growth business. Tesla and Netflix have already proven that customer and employee happiness drive infinite returns, not just short-term profits.

The Future of JoPrep

This isn’t just about building JoPrep as a resume service. Once we nail the mid-level professional market, we’ll expand into mentoring, career coaching, and beyond—all using the same NPS-based framework. Eventually, we can challenge platforms like LinkedIn and Naukri, because profit-first competitors won’t be able to keep up with us.

JoPrep will be the foundation, but the vision is larger. My goal is to invest JoPrep’s profits into solving real-world problems across sectors—whether that’s reducing traffic jams, improving healthcare, or anything else where people face friction. Every new venture will follow this NPS-first business design.

Why I Want You on Board

I want us to build this together. I trust you. I see JoPrep not just as a project but as the starting point of something massive. If you feel aligned with this vision, give me 2-3 weeks. If you don’t see a noticeable change in our approach and my commitment, I’ll step away, no questions asked.

If you choose to leave, I’ll understand. But I deeply value you and I’d rather build this with you. I believe in your skills, and I trust we can make JoPrep not just profitable—but a force for change.

If there’s anything more you need from me to make this work, tell me. I’ll make it happen.

Looking forward to your response,

Issac Jojy

---------------------------------------------------------------------------------------------------------

Unlock Your Infinite Potential—It Starts Here

In the beginning of this letter, I mentioned the grueling journey that led me to McKinsey. That moment was transformational—a turning point that set me on a path to reprogram my mind and unlock a state where happiness became my default, no matter what life throws at me.

Humans are born with limitless potential, but societal conditioning and false beliefs chain us down, restricting access to the greatness within. If you’ve ever felt the pull to break free from these invisible limits—to unlock a version of yourself you’ve never known—this journey is for you.

Click below to start. I promise you insights and perspectives that will challenge everything you thought you knew, opening doors to happiness and fulfillment—whether you expect it or not. This is your starting point.

If you’re ready to begin, let’s go.

Enter the Bridge

Comments

Post a Comment

Popular posts from this blog

End of the Bridge

Image
  BACK TO INDIA I returned back to India in Dec 2015 and then went into a stage of suicidal depression since I did not know what to do now. The core issue seemed to have been that my entire learning was experiential whereas for people to whom I tell my theory, it all seems  logical  but since it's not experiential for them they're not able to take it in and change their lives. Even my professor later had the same issue. I did not know how to create an experience for another person. Every day, I felt suicidal. This time, I went to the psychiatrist myself and asked for help since if I did not intervene, something bad might have happened. I was on anti depressants for 1 year after I returned from Europe. I did not know what to do. I delayed my Mckinsey joining date as much as possible because I wasn't excited about joining Mckinsey. It's just that I did not have any other means to earn money for my survival. No one would fund my research because everyone would just dismiss...
Read more

NPS First, Profits Later: The Future of Sustainable Business Design

Image
  NPS First, Profits Later: The Future of Sustainable Business Design Rethinking Business Models: Beyond Profit-Centric Approaches For centuries, businesses have operated under the relentless pursuit of profit maximization. This profit-centric mindset, taught in business schools worldwide, has driven companies to set objectives, streamline processes, and allocate resources with a singular focus. However, this approach often sacrifices customer satisfaction, resulting in fleeting successes and long-term stagnation. It’s time to challenge this paradigm: prioritize Net Promoter Score (NPS) as the primary business objective, allowing profits to follow naturally as a by-product.  (NPS is a measure of how satisfied the customer is with the product/service. NPS surveys ask the question - "How likely are you to recommend this service to friends/family?" A rating of 1-10 is given as options to customers. Customers who give 9 and 10 are called Promoters, ones who give 7 and 8 are calle...
Read more

Gratitool

Image
 Gratitool In one of my strategy lectures in B school, the professor said that according to certain management literature, around 30% of the success of a company is attributed to the "Firm" effect, referring to how well the company uses its resources, technology etc. 10-15% is attributable to the "Industry" effect referring to the nature and structure of the industry the firm operates in. When a classmate of mine asked the prof what the remaining 55-60% of the success is attributable to, the prof said we're yet to develop statistical tools to explain for this part of the success. I believe this component of success is pure LUCK and luck is a component a lot of people take for granted. Why am I talking about luck? Taking the analogy of the company to an individual's life, I believe his/her/their happiness is a function of personal effort(firm effect), the supporting environment(industry effect) and a good chunk of luck. Hence to tap into an individual’s total...
Read more