Challenge 

 I lead the Innovation and Incubation cell in my organization which is tasked with the responsibility of developing new scalable   businesses . Identifying spaces which can be explored around adjacency and core competence of the company is something   which is defined by us in terms of frames . However , the actualization of ideas in terms of concepts which has coherence with   our hypothesis and assumptions is always a challenge . Often we have a pipeline of ideas but how these will work in the   marketplace is always questionable and based on certain assumptions . These assumptions can be around the actual market   potential of the concept , the response of the consumers in terms of the purchase and usage behavior and the route to market   which is optimum in terms of reaching out to the target segment taking into consideration the cost targets . Also positioning   of the product based on the category and branding related challenges like brand , tagline resonating in the minds of the   consumers are also important . 

 Selection 

 One of the Design Thinking tools which I find very appropriate to address the challenges mentioned above is Learning Launch .   I feel an idea on paper is not worth the salt until and unless it is tested out in the market with consumers and the relevant   channel . Learning launch is a good way to get a quick understanding on how the target consumer is perceiving the product ,   what are the key value propositions , attributes to be improved and taken into account during versioning which is building the   next prototype . This is also a platform which helps in testing different route to market- the cost and efficacy . 

 Application 

 One of the instances , I used this tool was while developing a product around storage solutions in Indian homes . The product   was targeted at a segment which was premium , at the same time probably a moving population which will need their furniture   to be modular so that they can carry it around while moving into different cities . The segment was also perceived to be wanting   quick solutions as time is constraint for them . We selected a city for this learning launch which had this kind of a population   and placed the product in 2 outlets of furniture to gauge the response . Also the product was promoted in societies where   similar segment existed . There was activation campaigns in malls as well as major newspapers of that city . The branding was   stylish and premium to resonate with the target group of consumers . The route to market was largely physical as the   hypothesis was customers will like to physically interact with the product before making purchase decision in this category .   Promotion was through both digital and physical media . 

 Insights 

 Some of the key insights developed was that the walls of the Indian homes are not standardized and hence any storage solution   needs high degree of customization which is difficult to achieve in mass manufacturing which our company is into . While   population might move around but when it comes to furniture , any feature like modularity is also perceived as something   which is not sturdy or durable . People want to have a feeling of permanency around their houses and furniture and much   rather sell of their furniture while moving to a new home . Consumers in premium space are not looking for furniture which   they can carry around but they are willing to have a product for 5 - 10 years in their home and then replace . The choice of the   material for storage solution is also important since in Indian homes wood is perceived to be premium while material like   steel , plastic or MDF / HDF ( different compressed wood varieties ) are not perceived as premium even though they might be of   the best quality . 

 Approach 

 This learning actually helped me to also understand that a consumer testing to validate the preliminary hypothesis before   moving into a Learning Launch can be useful as you may make certain modifications into the prototype itself . Secondly , it is   always best to do Learning Launch in 2 different areas instead of one especially in a country like India which has got cultures   which are very diverse separated by geographies . Also Learning Launch might not be designed at a city level but a block / district   level which will limit the expenses made during the Learning Launch and allow for quicker and more sublime changes . 


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 lead the Innovation and Incubation cell in my organization which is tasked with the responsibility of developing new scalable   businesses . Identifying spaces which can be explored around adjacency and core competence of the company is something   which is defined by us in terms of frames . However , the actualization of ideas in terms of concepts which has coherence with   our hypothesis and assumptions is always a challenge . Often we have a pipeline of ideas but how these will work in the   marketplace is always questionable and based on certain assumptions . These assumptions can be around the actual market   potential of the concept , the response of the consumers in terms of the purchase and usage behavior and the route to market   which is optimum in terms of reaching out to the target segment taking into consideration the cost targets . Also positioning   of the product based on the category and branding related challenges like brand , tagline resonating in the minds of the   consumers are also important . 

 Selection 

 One of the Design Thinking tools which I find very appropriate to address the challenges mentioned above is Learning Launch .   I feel an idea on paper is not worth the salt until and unless it is tested out in the market with consumers and the relevant   channel . Learning launch is a good way to get a quick understanding on how the target consumer is perceiving the product ,   what are the key value propositions , attributes to be improved and taken into account during versioning which is building the   next prototype . This is also a platform which helps in testing different route to market- the cost and efficacy . 

 Application 

 One of the instances , I used this tool was while developing a product around storage solutions in Indian homes . The product   was targeted at a segment which was premium , at the same time probably a moving population which will need their furniture   to be modular so that they can carry it around while moving into different cities . The segment was also perceived to be wanting   quick solutions as time is constraint for them . We selected a city for this learning launch which had this kind of a population   and placed the product in 2 outlets of furniture to gauge the response . Also the product was promoted in societies where   similar segment existed . There was activation campaigns in malls as well as major newspapers of that city . The branding was   stylish and premium to resonate with the target group of consumers . The route to market was largely physical as the   hypothesis was customers will like to physically interact with the product before making purchase decision in this category .   Promotion was through both digital and physical media . 

 Insights 

 Some of the key insights developed was that the walls of the Indian homes are not standardized and hence any storage solution   needs high degree of customization which is difficult to achieve in mass manufacturing which our company is into . While   population might move around but when it comes to furniture , any feature like modularity is also perceived as something   which is not sturdy or durable . People want to have a feeling of permanency around their houses and furniture and much   rather sell of their furniture while moving to a new home . Consumers in premium space are not looking for furniture which   they can carry around but they are willing to have a product for 5 - 10 years in their home and then replace . The choice of the   material for storage solution is also important since in Indian homes wood is perceived to be premium while material like   steel , plastic or MDF / HDF ( different compressed wood varieties ) are not perceived as premium even though they might be of   the best quality . 

 Approach 

 This learning actually helped me to also understand that a consumer testing to validate the preliminary hypothesis before   moving into a Learning Launch can be useful as you may make certain modifications into the prototype itself . Secondly , it is   always best to do Learning Launch in 2 different areas instead of one especially in a country like India which has got cultures   which are very diverse separated by geographies . Also Learning Launch might not be designed at a city level but a block / district   level which will limit the expenses made during the Learning Launch and allow for quicker and more sublime changes .
### Output: 