Challenge     I am the founder of a Technology based business in the United Kingdom . We deliver 

 Corporate Support , Accounting , HR , Legal , payroll and Insurance services through an 

 integrated platform . To do so , we bring people and technology together to deliver our 

 services . Our platform simple allow businesses to achieve what they need . In addition , we 

 take a hands on approach with experts in accounting , legal , HR and more to ensure that we 

 help you resolve our customer 's business matters efficiently and effectively .     When we were launching the business and looking for growth and investment , we were not 

 known to neither customers nor potential investors . We had a major challenge 

 communicating effectively what it is that we do , how we achieve what we said we do , and 

 why people should trust us . People asked why some strategy consultants created a 

 business in areas of expertise we had no experience on . Both customers and investors were 

 expecting us to share with them a vision , the reason of our business existence , what was 

 that made us unique . Instead , what we did , was pitch what we do , ​“we deliver corporate 

 support , accounting … .. ” ​ , which raised questions as opposed to engagement or motivation . 

 Selection     We were selected to pitch at the Websummit , which is a 8 minute pitch in front of a large 

 audience . In order to simplify our pitch , instead of telling people what we do , we decided to 

 talk about why our business existed . What we were trying to achieve in the market . What we 

 believed as a business . Hence our pitch changed to : ​“We believe that running a business 

 should be simple . We ’ll relieve business owners of their time consuming business tasks by 

 managing them from beginning to end , so they have more time to focus on growing their 

 business . ”      This pitch was more engaging , but still did not answer the key question people was asking : 

 what made us create this business and why we were needed . Hence , without consciously 

 selecting the storytelling tool , we decided to tell our story by building it around our customers 

 in order to share our business vision .      Application     When we spoke to potential investors , partners and customers , we needed a story to explain 

 how we found that running a business was something complicated and very time consuming 

 for entrepreneurs , and why our team was uniquely positioned to deliver the change the 

 market needed . To do so , I told our story : ​“I started my professional career as a 

 Management Consultant in Accenture . At first , I worked in technology transformation 

 programmes which help business to become more efficient by better managing their 

 processes and by giving them access to the information they need to make strategic 

 decisions . Later , also in Accenture , I lead People transformation programmes , where we 

 consolidated front and back office operations in Shared Service Centres both onshore and 

 offshore . This is when I realised the importance of both people and technology to deliver a 

 great service . When I left Accenture , me and my co - founder of our business , set up our own 

 consulting firm focused on helping SMEs to grow their business . To our surprise , we realised 

 that entrepreneurs and small business directors spent a lot of their time doing admin as 

 opposed managing their business . Also , as strategy consultants we spent a lot of our time 

 finding the right data and information to help them make strategic decisions . This is when we 

 realised that there should and easier way to do business as a SME , and we created our 

 unique business with our skills . ”        Insight      To write our story , we had to engage with a lot of existing and potential customers . We also 

 had to reflect and analyse on what made us create our business . That allowed us to realise 

 what was really important it was not what we do , but why we do it . And by doing so , we also 

 learned that some of the things that we thought were important , were not , and what our 

 customers were expecting and their perception of us , on what make us unique , had little to 

 do with some of the things we did . By telling our story , furthermore , by gathering all the 

 insights to tell our story , we realised what make us unique . This allowed us to engage better 

 with all stakeholders , and also focus on what it was important to them .      Approach      Next time , I will make sure that the vision and the story behind the existence of a new 

 business is one of the first things we do . Sometimes the journey of getting to a good idea is 

 as important as the idea itself . And the best idea in the world poorly communicated , even if 

 perfectly executed , has little chances of succeeding . It is important to engage and empathise 

 with the stakeholders , and to do that , sharing the stories of why your business is unique is 

 much more effective than telling them what you do . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Challenge     I am the founder of a Technology based business in the United Kingdom . We deliver 

 Corporate Support , Accounting , HR , Legal , payroll and Insurance services through an 

 integrated platform . To do so , we bring people and technology together to deliver our 

 services . Our platform simple allow businesses to achieve what they need . In addition , we 

 take a hands on approach with experts in accounting , legal , HR and more to ensure that we 

 help you resolve our customer 's business matters efficiently and effectively .     When we were launching the business and looking for growth and investment , we were not 

 known to neither customers nor potential investors . We had a major challenge 

 communicating effectively what it is that we do , how we achieve what we said we do , and 

 why people should trust us . People asked why some strategy consultants created a 

 business in areas of expertise we had no experience on . Both customers and investors were 

 expecting us to share with them a vision , the reason of our business existence , what was 

 that made us unique . Instead , what we did , was pitch what we do , ​“we deliver corporate 

 support , accounting … .. ” ​ , which raised questions as opposed to engagement or motivation . 

 Selection     We were selected to pitch at the Websummit , which is a 8 minute pitch in front of a large 

 audience . In order to simplify our pitch , instead of telling people what we do , we decided to 

 talk about why our business existed . What we were trying to achieve in the market . What we 

 believed as a business . Hence our pitch changed to : ​“We believe that running a business 

 should be simple . We ’ll relieve business owners of their time consuming business tasks by 

 managing them from beginning to end , so they have more time to focus on growing their 

 business . ”      This pitch was more engaging , but still did not answer the key question people was asking : 

 what made us create this business and why we were needed . Hence , without consciously 

 selecting the storytelling tool , we decided to tell our story by building it around our customers 

 in order to share our business vision .      Application     When we spoke to potential investors , partners and customers , we needed a story to explain 

 how we found that running a business was something complicated and very time consuming 

 for entrepreneurs , and why our team was uniquely positioned to deliver the change the 

 market needed . To do so , I told our story : ​“I started my professional career as a 

 Management Consultant in Accenture . At first , I worked in technology transformation 

 programmes which help business to become more efficient by better managing their 

 processes and by giving them access to the information they need to make strategic 

 decisions . Later , also in Accenture , I lead People transformation programmes , where we 

 consolidated front and back office operations in Shared Service Centres both onshore and 

 offshore . This is when I realised the importance of both people and technology to deliver a 

 great service . When I left Accenture , me and my co - founder of our business , set up our own 

 consulting firm focused on helping SMEs to grow their business . To our surprise , we realised 

 that entrepreneurs and small business directors spent a lot of their time doing admin as 

 opposed managing their business . Also , as strategy consultants we spent a lot of our time 

 finding the right data and information to help them make strategic decisions . This is when we 

 realised that there should and easier way to do business as a SME , and we created our 

 unique business with our skills . ”        Insight      To write our story , we had to engage with a lot of existing and potential customers . We also 

 had to reflect and analyse on what made us create our business . That allowed us to realise 

 what was really important it was not what we do , but why we do it . And by doing so , we also 

 learned that some of the things that we thought were important , were not , and what our 

 customers were expecting and their perception of us , on what make us unique , had little to 

 do with some of the things we did . By telling our story , furthermore , by gathering all the 

 insights to tell our story , we realised what make us unique . This allowed us to engage better 

 with all stakeholders , and also focus on what it was important to them .      Approach      Next time , I will make sure that the vision and the story behind the existence of a new 

 business is one of the first things we do . Sometimes the journey of getting to a good idea is 

 as important as the idea itself . And the best idea in the world poorly communicated , even if 

 perfectly executed , has little chances of succeeding . It is important to engage and empathise 

 with the stakeholders , and to do that , sharing the stories of why your business is unique is 

 much more effective than telling them what you do .
### Output: 