Germantown startup helps seniors search for college by enlisting the help of other students

http://www.washingtonpost.com/business/capitalbusiness/germantown-startup-helps-seniors-search-for-college-by-enlisting-the-help-of-other-students/2011/09/21/gIQA7ygqwK_story.html
Germantown startup helps seniors search for college by enlisting the help of other students
When Neil Soni, who graduated a few years ago from a high college in Germantown, tried to help his younger brother apply to college last year, he discovered he only knew a lot about one college-- the one he went to.

"I realized I can give him general guidance, but I really couldn't give him" specialized guidance for each college, said Soni, who is now a student at Carnegie Mellon University.

So when his brother shared interest in the University of Michigan-- a college Soni knew little about-- he tried to find buddies who went there. He found a student at Michigan, but he also found a business idea.

"I thought, if I don't know any individual at one college, why isn't there a place I could go online and find a person?" he said.

The College People was born.

Soni's new company aims to match high college students with students at the colleges they are applying to, to supply them with personalized guidance and help in editing the essays on the application, for a fee.

Begun last July, The College People ran a basic service last application season for 10 students at Northwest High College in Germantown. The company is preparing to run a broader pilot this year, and has partnerships with colleges in Maryland, Virginia, and Pennsylvania.

The services range from $75 to $150, based on the type of application, and the company is shooting for 100 paying clients this time around.

There are hurdles to the business plan. The application season often tends to be short and the clients and advisers are perpetually passing on.

"I think it is an amazing idea, but it is an execution issue," said Luke Skurman, who runs College Prowler, a popular Web site where college students supply candid testimonials and grade their colleges. Skurman has a deal in place with The College People to supply the site with some of his content.

The College People recruits college students through personal networks and through job portals such as barefootstudent.com. It puts them through a series of tests and a training program, and pays them around $20 per hour, Soni said.