Submitted
2020 Elevate Prize

PeopleShores PBC

Team Leader
Murali Vullaganti
About You and Your Work
Your bio:

Murali Vullaganti is a social entrepreneur who, for the last 12 years, has focused on empowering disconnected youth in underserved areas delivering technology careers holistically. To dedicate himself to this cause, he left a well-recognized career of 20 years leading technology transformations for top global investment banks on Wall Street.

Murali founded RuralShores in 2009 with a vision to bring technology-oriented jobs to rural youth in India. It operates 13 centers across India employing 3,000 youth who manage critical business processes for 30+ global corporations.

Replicating from that successful experience, he founded PeopleShores in 2017 to help transform young adults in under-served communities in the USA into technology professionals through impact sourcing. Its two centers today employ 100 people.

Murali built an active world-class ecosystem of committed employees, investors, government, community, and corporate partners to support current efforts and help expand services to more under-represented peoples in other regions.

Project name:
PeopleShores PBC
One-line project summary:
Empower under-educated and under-resourced citizens in marginalized communities in the USA by providing hi-tech skills and jobs.
Present your project.

PeopleShores aims to solve deep-rooted bias and conventional thinking in society and industry around underserved communities - under-educated, under-skilled people especially in Black and Hispanic communities.

Conventional wisdom presumes that under-educated and under-resourced people in marginalized communities can only perform low skill jobs, resulting in economic and social poverty.  

Conventional notions suggest many technology jobs require a college degree, resulting in higher job vacancies in Corporate America or job loss through offshoring.

The conventional approach is to offer moderate or low technical skills jobs, resulting in displacement by use of technology later.

The conventional model is to lure trained workforce to jobs which are mostly in high-density, high-cost metropolis, resulting in loss of local production + broken familial/support systems increases poverty and tears social fabric.

PeopleShores challenges and disrupts these conventional assumptions by leveraging Impact Sourcing (socially responsible outsourcing) by creating technology centers within underserved communities in the USA.

Submit a video.
What specific problem are you solving?

Of the 32 million American youth without college education, 4.6 million are between 18 and 24 years (Opportunity Youth, as characterized by Aspen Institute); the rest are young adults between 25 and 34 years. With rapid integration of technology in life and industry, they are increasingly left behind the curve in the capacity to be productive. The lifetime direct cost to taxpayers of one unemployed 20-year old is $235,680 (The Economic Value of OY). A majority of these under-educated are of Blacks or Hispanics living in underserved or marginalized communities.

This under-educated population is increasing primarily due to financial unaffordability of college education and the misalignment of skills taught at high school with the new service economy. However, they possess enormous untapped talent and potential if we choose to invest in them. 

At the same time, according to a recent WSJ report, there are nearly 910,000 unfilled technology jobs due to lack of readily available skills. Often these jobs are either sent overseas or are staffed with foreign workers. 

PeopleShores is committed to solving this paradox by leveraging business demand to transform aspiring under-educated youth into technology professionals thus elevating society with opportunity and not charity.

What is your project?

PeopleShores’ mission is to empower under-educated youth in the USA with digital skills and technology careers and thereby elevate the entire community.

We establish onshore Impact Sourcing centers in underserved communities in the USA to:

  • Invest in under-educated youth with a comprehensive paid training program and subsequently onboard them as process associates (full-time employment with benefits). The skills provided include Robotics Process Automation, Data Analytics, Machine Learning, Customer Services, and back-office support.
  • Enable these employees to deliver high-quality services to corporations in the areas of Digital Transformation and Technology Enablement.
  • Generate revenue by charging the companies a fee for the services provided and reinvest profits to scale the operation.

Our vision is to setup one thousand centers in marginalized communities globally and provide career opportunities for 200,000 underserved youth, impacting one million people and generate waves of inspiration, awareness, and interest across communities.

PeopleShores is modelled on the success of RuralShores which was founded in India by the same founder. RuralShores currently employs more than 3,000 youth in 13 centres across 8 states in rural India providing technology enabled services to 30+ global companies. Today, RuralShores is recognized as the world’s largest Impact Sourcing Enterprise.

Who does your project serve, and in what ways is the project impacting their lives?

PeopleShores focuses on under-educated youth in inner cities and distressed rural communities who have been disconnected from employment due to poverty, disability, racial, or social discrimination.

In order to gain an understanding of the needs and challenges at each location we operate, we forge partnerships with local social service agencies, community colleges, and workforce development centers who strive to improve the lives of the target youths through stability support and/or career readiness. These community partners enlighten us with local knowledge and assist us in the recruiting process. Such community engagement and sense of ownership from the concept through to the operational state helps the community overcome historical, structural barriers and energizes the widest number of people. 

For instance, in San Jose CA, we partnered with organizations including City of San Jose workforce agency, Catholic Charities, Pivotal (foster youth) and Neurodiversity Pathways (youth on the spectrum). In Clarksdale, MS, we partnered with the Economic Development Authority, Coahoma Community College, State Win Job Center, and the Mississippi Development Authority.

With our commitment to grow these and other centers, we will not only impact positively the lives of our employees, their families but also will elevate the entire community.

Which dimension of The Elevate Prize does your project most closely address?
  • Elevating opportunities for all people, especially those who are traditionally left behind
Explain how your project relates to The Elevate Prize and your selected dimension.

PeopleShores focuses on providing employment opportunities for under-educated and under-resourced youth left behind by the advances in technology. By providing transformative competencies and careers in their own communities, their lives are transformed and whole communities lifted.  

Recent events have put a spotlight on the need to address socio-economic challenges faced by minorities. PeopleShores’ model provides a tangible and scalable solution that creates a lasting positive impact and equitable-not just equal-opportunities. Its vision of creating a model for systemic improvement allows people to stay home, support their families and community, become a role-model and then inspire the next generation.

How did you come up with your project?

There wasn’t one epiphany, cathartic experience, influential role-model… a combination of them inspired me. Throughout my career in the high technology world, I met young people from modest backgrounds or far-flung places struggling to adjust socially or technologically. I was one such, having migrated from small-town India to the most technologically advanced environments. Every time I helped, without fail, I saw how dramatically it changed them – their productivity and sense of fulfillment included. I reflected often on how my success lifted my own boat – family, community, friends, kids...

Simultaneously, I observed technology companies luring rural youth to metropolis to overcome staff shortage. The dislocated migrants barely survived on meagre incomes, leave alone sending money home. High employee attrition raised cost to businesses while source-villages suffered community disintegration. Having traveled extensively and lived in different continents, I saw such loss-loss scenario was universal.

I believed that any solution must address the lack of technology education and opportunities. Thus, was born RuralShores in 2009. With the inspiration of that model’s success, I turned to replicating it in underserved communities in the USA. I roped in the support of like-minded Silicon Valley executives and entrepreneurs and started PeopleShores in 2017.

Why are you passionate about your project?

There would be moments in my career as a driven, high-achieving executive in a fast-paced tech environment when I’d reminisce of the easy pace of my youth in small-town India for stress relief. Or time with grandparents in their modest but well-knit village. The reality though was that those idyllic times, they were a-gone…replaced by deserted farms, boarded-up streets, fragmented communities/families, loss of productive youth to the global metropolis (as in my own case)... This depressing trend was universal, keeping with the rising disparity of wealth, knowledge, and opportunity.

Despite vast differences between me and many young people I was meeting, there was universality. I could relate to their personal situations and the realities they left behind; I was uniquely positioned to help. I had the knowledge, experience, networks of expertise and influence. And empathy for them.

The next step was easy: I quit my job, moved to India, and started RuralShores. PeopleShores was borne of that success. I’m a hands-on person and, every day, I see the transformation of individuals in their sense of worth, self-confidence, and the “network effect” of their success. That inspires me more to scale PeopleShores to many other underserved areas. PeopleShores is uniquely qualified.

Why are you well-positioned to deliver this project?

From strategic planning to operational execution and performance management, my experience in leading large, complex projects and programs in demanding business environments is a strong foundation, particularly, in service delivery. My forte is building and nurturing a diverse staff and partners, aligning multiple stakeholders, and developing mentors/coaches who will guide us through tough times. I take great pride in the empathy I bring every day.

At PeopleShores, I built a strong, passionately committed leadership team, each with 20+ years of experience in IT industry. Our accomplished Board of Directors/Advisors and investors, all prominent entrepreneurs and executives, actively participate in our strategy and operations, and coach me and the leadership team. In their own careers, they dealt with demanding macro conditions, scale, complexity of operations, and responsibilities. They have founded 30+ startups and led large organizations of 20,000+ at Fortune500 firms.

We bring to PeopleShores a decade of operational experience of delivering to service quality levels, information security standards, motivational and retention programs gained at RuralShores. The training programs, process governance models, and HR practices of RuralShores that helped us to train and employ more than 11,000 rural youth across 13 centers in India have been adapted/fine-tuned for PeopleShores.

We constantly evaluate emerging technologies. We forge alliances with leading companies such as Automation Anywhere to leverage their digital transformation platforms. This ensures that our people are ahead of the technology curve.

We engage our community stakeholders including government agencies and education institutions with collaborative outreach or evangelism programs in the community.

Provide an example of your ability to overcome adversity.

In 2019, while exploring a PeopleShores center in Clarksdale, MS, we faced a fiercely resistant community. Clarksdale fell back in time a long while ago. With a large under-educated, under-employed black community, incomes are among the lowest in the country. There’s no tech company within a 200-mile radius. When various constituencies heard about PeopleShores’ vision of bringing technology jobs to the Mississippi Delta, they widely refused to believe such a possibility or to participate. I was determined that if we could overcome such mindset barriers and succeed in Clarksdale, it could become a powerful role model for many others.

After studying the factors behind the low confidence and interviewing key people and potential employees, I decided on: a) leading by example, b) securing key influencers, and c) winning an anchor client for the center. I decided to move to Clarksdale to demonstrate my commitment.  I invited two influential leaders, Mayor Chuck Espy and Economic Development Director Jon Levingston to our San Jose Center to turn the community sentiment significantly. Lastly, we secured a credible customer. It took months and several hiccups before we secured the three success factors but, when we did, we had the willing participation of the community.

Describe a past experience that demonstrates your leadership ability.

It was when I relocated and interacted daily with my associates and community that I saw the severity of Clarksdale’s healthcare problem. The high incidence of lifestyle diseases, poor nutrition, obesity, young mothers, addiction, the abysmally underfunded/under-equipped system struck me in the face.

However, I had no exposure to healthcare delivery. I did not want to distract/jeopardize PeopleShores. The licensing, regulatory, buildout … processes lay the burden of oversight/time/effort on us. I was in a state of confusion. After consultations with employees, community leaders, and doctors, I decided to establish a free-service clinic within PeopleShores campus for the uninsured, particularly women and children.

We consulted a NGO that runs clinics in Africa, Pacific Islands, and South Asia. Once they agreed, a state-of-the-art equipped clinic was established within a year offering services daily with three volunteer doctors. PeopleShores employees jumped in to volunteer at the clinic feeling a pride of ownership and responsibility!

Putting together disparate elements to finance, construct, procuring permits, and staff the clinic, as well as develop community support, has been one of the most challenging yet rewarding experiences of my life. The risk was high but the benefits, as I see them here, are huge and immeasurable.

How long have you been working on your project?
3 years on PeopleShores (10 years on RuralShores)
Where are you headquartered?
San Jose, CA, USA
What type of organization is your project?
  • For-profit, including B-Corp or similar models
More About Your Work
Your Business Model & Funding
The Prize
Solution Team:
Murali Vullaganti
Murali Vullaganti
CEO