Description of the challenge : 

 Increase the monetary income of the family tapestry , which has suffered losses since the   beginning of the pandemic and the confinement . During this season , customer visits have   decreased substantially and it is difficult to obtain raw materials , explicitly related to entering the   city due to the strict insulation standards . 

 Before the selection of the tool I wanted to investigate the topics that have been studied   throughout the course , among these is the type of problem , the identification of this gives us two   parameters : if it is manageable , organized it can easily use a model to follow , something like a   development algorithm , or a " twisted " problem which is solved by the design thinking method . 

 Selection : 

 The tool I decided to use to carry out this challenge is mind mapping , as I believe it will help me to   find solutions in an effective way . This tool organizes the data obtained through interviews ,   supervision and other ethnographic sub - tools , which allow us to know the context in which the   challenge occurs . The organization of data is done graphically with keywords that allow us to   imagine the general situation and understand what causes the problem . Once the mind map is   established we proceed to look for patterns that locate the cause of the problem in order to   generate a slight notion of ideas or solutions that , even if they are not the definitive ones that will   help us , in future phases , to seek the right one and even to create new innovative ideas from the   starting ideas . Moreover , it simplifies in a creative and illustrative manner , which can be reflected   in an extensive report that is often complicated and tedious to read and understand . 

 Application : 

 For the application of the selected tool , starting with the question What is ? , which corresponds to   the first phase , I started with the parts that make up the tapestry in some way , these parts make   the company exists , that I did in order to find the core of problem that should indeed be in some   of these factors . So from the four components that I managed to idealize ( Clients , Commercial   Skills , catalogue , tools for the development of work ) , and questions attached to each of the   competencies , a list of each question was obtained , additionally I could do a small study of the   place for a short time , using the observation and some accurate questions ( similar to a survey )   towards some clients and company personnel , with this data , I organized the mind map . 

 So by analyzing each component of the map we have : 

 •   Clients : those who are an essential part of the development and growth of the company , 

 in this case , the clients have radically diminished , and it is sought that they return again with   different options to obtain the product . The three questions are asked : Who are they ? , What they   are looking for and if they are potential customers , why do they return ? , I think they ’re extremely   important questions that help you find factors and relate to each other , in the first , your answer is   people who have cars or companies that work with some type of vehicle . In the second there is a   list : durability , easy cleaning , good prices , innovative designs , availability of colors , guarantee ,   quality , comfort , delivery time ; and finally the third question , if they are potential customers ,   because they return , among them this , the quality , friendship , references . 

 •   Commercial competitors : Are those who in one way or another , influence the low 

 demand , maybe because they have better prices , loyal customers , advertising , high quality among   others , in this case , the tapestry is located in an area where there are many more of them , and   competitiveness is big . 

 •   Work equipment : These are the tools used to carry out the work , from keys and pliers , to 

 sealant , sewing machines , It should be stressed that large companies have more machinery , which   puts the small family business at a disadvantage . In addition there are also the raw material , from   the thread , to the hides of all kinds and other fabrics used for upholstery , the availability of them   and their prices around quality and guarantee . 

 •   Catalog : The company offers only upholstery for vehicles , although there is a really great 

 variety of vehicles , it only stays there from the beginning of its days . There is a great diversity of   tents and upholstery for all kinds of vehicles . 

 Analyzing each component , there are several startup ideas that can help , this step proceeded to   brainstorm trying to find the problem to solve , What is ? : 

 •   Small area of work 

 •   Little raw material available 

 •   Competition with large companies 

 •   Little advertising , whether on social networks , media or print media . 

 •   Global pandemic 

 •   Locality 

 •   Bad accounting 

 •   Bad Labor 

 •   Lack of labour force 

 •   Reduced catalogue 

 •   Bad materials 

 •   Lack of clients 

 •   Difficult access to the city , both for new customers and materials 

 At this point you can discard the options that are not presented in this case , and also join those   that depend on one another . 

 For example , if there is advertising on social networks and in print media , if there is good   accounting , because the one who manages knows finances , knows the prices of the upholstery of   each car and is trustworthy . The employee ’s labor is very good , and in fact it is required by some   other companies , and the materials are certified , and of very good quality . 

 The locality can be combined with the skills of large companies ; on the other hand , the pandemic   is related to the lack of clients and the lack of manpower , and difficult access to the city , there is   also the few raw materials available with the reduced catalog . 

 Thus , there are some points that are problems in the company for example , the small area of   work , the solution may be to expand by changing of commercial premises , at this time would be a   risky situation , and although lately some contracts have arrived ( competition prices are much   higher and more local prices are often closing ) , the best thing would be to wait for developments , 

 and you can start by hiring manpower , improving the delivery time of the products , with this idea   you might think that if you risk hiring manpower and there is no work to be done , because it is a   smaller loss than renting a large premises , you use the trial and error tool , and the error is   measured , concerning that if there are monetary losses , It will be much smaller . 

 As far as raw materials are concerned , since materials can not be accessed outside the city at the   moment , local materials are sought , of the same quality and with a satisfactory guarantee , and the   catalogue can also be expanded , for example , upholstering also home furniture and other   products , because in this case it would go out of its comfort zone , but would learn new skills and   would not lose income . 

 With the customers ' difficult access to the city and the lack of physical contact due to wanting to   avoid contagion was idealized this alternative , using an application in which the customer can see   in the large library of car models , your car model but varying the upholstery available to your   preference , as each car make and model has different type of upholstery , so the customer could   see the upholstery he wants and how it would look to his model , in order to avoid unnecessary   extended contact , and also help the customer ’s choice , as many times they are undecided as to   what color , material or type of upholstery they want , additionally there will be a section of notes ,   where the customer can specify something to his liking , for example a brand seal or threads of   another color etc . 

 This last idea is the one that I think has more strength however as it is the first stage to explore   and resume if it is a good alternative . 

 Insight : 

 The knowledge that I obtained at the time of realizing , basically is to apply it in reality , in a case of   my own and that by following the following steps you can obtain a really good idea that helped the   lack of income in the company , besides thinking about innovating , although it is not a knowledge   that is easily obtained , with something you start and scale step by step , generating better ideas   and with more discretion . 

 Approach : 

 What I would like to do next time is to use the ethnographic tool more , in the sense of having   contact with customers for longer , to know their needs thoroughly and that they want to feel at   ease in their car or vehicle . 


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: Description of the challenge : 

 Increase the monetary income of the family tapestry , which has suffered losses since the   beginning of the pandemic and the confinement . During this season , customer visits have   decreased substantially and it is difficult to obtain raw materials , explicitly related to entering the   city due to the strict insulation standards . 

 Before the selection of the tool I wanted to investigate the topics that have been studied   throughout the course , among these is the type of problem , the identification of this gives us two   parameters : if it is manageable , organized it can easily use a model to follow , something like a   development algorithm , or a " twisted " problem which is solved by the design thinking method . 

 Selection : 

 The tool I decided to use to carry out this challenge is mind mapping , as I believe it will help me to   find solutions in an effective way . This tool organizes the data obtained through interviews ,   supervision and other ethnographic sub - tools , which allow us to know the context in which the   challenge occurs . The organization of data is done graphically with keywords that allow us to   imagine the general situation and understand what causes the problem . Once the mind map is   established we proceed to look for patterns that locate the cause of the problem in order to   generate a slight notion of ideas or solutions that , even if they are not the definitive ones that will   help us , in future phases , to seek the right one and even to create new innovative ideas from the   starting ideas . Moreover , it simplifies in a creative and illustrative manner , which can be reflected   in an extensive report that is often complicated and tedious to read and understand . 

 Application : 

 For the application of the selected tool , starting with the question What is ? , which corresponds to   the first phase , I started with the parts that make up the tapestry in some way , these parts make   the company exists , that I did in order to find the core of problem that should indeed be in some   of these factors . So from the four components that I managed to idealize ( Clients , Commercial   Skills , catalogue , tools for the development of work ) , and questions attached to each of the   competencies , a list of each question was obtained , additionally I could do a small study of the   place for a short time , using the observation and some accurate questions ( similar to a survey )   towards some clients and company personnel , with this data , I organized the mind map . 

 So by analyzing each component of the map we have : 

 •   Clients : those who are an essential part of the development and growth of the company , 

 in this case , the clients have radically diminished , and it is sought that they return again with   different options to obtain the product . The three questions are asked : Who are they ? , What they   are looking for and if they are potential customers , why do they return ? , I think they ’re extremely   important questions that help you find factors and relate to each other , in the first , your answer is   people who have cars or companies that work with some type of vehicle . In the second there is a   list : durability , easy cleaning , good prices , innovative designs , availability of colors , guarantee ,   quality , comfort , delivery time ; and finally the third question , if they are potential customers ,   because they return , among them this , the quality , friendship , references . 

 •   Commercial competitors : Are those who in one way or another , influence the low 

 demand , maybe because they have better prices , loyal customers , advertising , high quality among   others , in this case , the tapestry is located in an area where there are many more of them , and   competitiveness is big . 

 •   Work equipment : These are the tools used to carry out the work , from keys and pliers , to 

 sealant , sewing machines , It should be stressed that large companies have more machinery , which   puts the small family business at a disadvantage . In addition there are also the raw material , from   the thread , to the hides of all kinds and other fabrics used for upholstery , the availability of them   and their prices around quality and guarantee . 

 •   Catalog : The company offers only upholstery for vehicles , although there is a really great 

 variety of vehicles , it only stays there from the beginning of its days . There is a great diversity of   tents and upholstery for all kinds of vehicles . 

 Analyzing each component , there are several startup ideas that can help , this step proceeded to   brainstorm trying to find the problem to solve , What is ? : 

 •   Small area of work 

 •   Little raw material available 

 •   Competition with large companies 

 •   Little advertising , whether on social networks , media or print media . 

 •   Global pandemic 

 •   Locality 

 •   Bad accounting 

 •   Bad Labor 

 •   Lack of labour force 

 •   Reduced catalogue 

 •   Bad materials 

 •   Lack of clients 

 •   Difficult access to the city , both for new customers and materials 

 At this point you can discard the options that are not presented in this case , and also join those   that depend on one another . 

 For example , if there is advertising on social networks and in print media , if there is good   accounting , because the one who manages knows finances , knows the prices of the upholstery of   each car and is trustworthy . The employee ’s labor is very good , and in fact it is required by some   other companies , and the materials are certified , and of very good quality . 

 The locality can be combined with the skills of large companies ; on the other hand , the pandemic   is related to the lack of clients and the lack of manpower , and difficult access to the city , there is   also the few raw materials available with the reduced catalog . 

 Thus , there are some points that are problems in the company for example , the small area of   work , the solution may be to expand by changing of commercial premises , at this time would be a   risky situation , and although lately some contracts have arrived ( competition prices are much   higher and more local prices are often closing ) , the best thing would be to wait for developments , 

 and you can start by hiring manpower , improving the delivery time of the products , with this idea   you might think that if you risk hiring manpower and there is no work to be done , because it is a   smaller loss than renting a large premises , you use the trial and error tool , and the error is   measured , concerning that if there are monetary losses , It will be much smaller . 

 As far as raw materials are concerned , since materials can not be accessed outside the city at the   moment , local materials are sought , of the same quality and with a satisfactory guarantee , and the   catalogue can also be expanded , for example , upholstering also home furniture and other   products , because in this case it would go out of its comfort zone , but would learn new skills and   would not lose income . 

 With the customers ' difficult access to the city and the lack of physical contact due to wanting to   avoid contagion was idealized this alternative , using an application in which the customer can see   in the large library of car models , your car model but varying the upholstery available to your   preference , as each car make and model has different type of upholstery , so the customer could   see the upholstery he wants and how it would look to his model , in order to avoid unnecessary   extended contact , and also help the customer ’s choice , as many times they are undecided as to   what color , material or type of upholstery they want , additionally there will be a section of notes ,   where the customer can specify something to his liking , for example a brand seal or threads of   another color etc . 

 This last idea is the one that I think has more strength however as it is the first stage to explore   and resume if it is a good alternative . 

 Insight : 

 The knowledge that I obtained at the time of realizing , basically is to apply it in reality , in a case of   my own and that by following the following steps you can obtain a really good idea that helped the   lack of income in the company , besides thinking about innovating , although it is not a knowledge   that is easily obtained , with something you start and scale step by step , generating better ideas   and with more discretion . 

 Approach : 

 What I would like to do next time is to use the ethnographic tool more , in the sense of having   contact with customers for longer , to know their needs thoroughly and that they want to feel at   ease in their car or vehicle .
### Output: 