Challenge 

 We run a cocktail business in a small town and sale cakes as accompaniment to the drinks . These   cakes are however supplied to us by different providers . Compared to the cocktails , the sales   resulting from the cakes were not that great . A question was posed on how best we could maximize   cake sales and profitability . To figure out the answer to this question , we deployed design thinking .   With the objective already in place , went through all the initial design thinking process steps to   obtained the answers to what is and what if using several of the design tools . To decide on what   works and what works , our tool of choice is as described below . 

 Selection 

 A learning launch was our tool of choice . It is a tool for figuring out not only how to generate great   concepts , but also figure out which one ’s wow and work in the market place . The concept is a wow if   it is profitable , doable and wanted by customers . This tool was picked due to its ability to reveal   insights on the validity of our assumptions . 

 Application : 

 To figure out which cakes our customers liked most , we had a variety of cake flavors baked in small   quantities , in different sizes and shapes . These were them displayed in different formats at several   of our outlets in the town . To obtain data about the cakes from the customers , we observed and   noted and inquired on what they purchased . These data allowed us iterate on the cake flavors made   to best fit the customer needs . 

 Reference : video 1 and 3 week 4 

 Insight : 

 Initially , many of our customers were drawn mostly to five of the cake flavors , three of which we   discovered from the customers had a one of our special flavors . The other two were flavored   differently but we liked less than the other three . We iterated between the special flavor and the   flavors in the other two and the results wowed us . The resultant cakes became the top picks for our   customers . In the few weeks that followed , we observed an exponential increase in sales . By the   third weeks , our sales were double those of the cakes we used to sale and they are still rising . 

 Approach : 

 For now , the learning launch is still the tool of choice as its outcomes are increasingly paying off .   More to that , a lot has already been put in place in terms of expenses and therefore reusing the   same tool will be less costly . Being design thinkers however requires flexibility when need be . If the   accumulated data requires a different approach , we shall sure not miss out on the innovation   opportunity . 


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 

 We run a cocktail business in a small town and sale cakes as accompaniment to the drinks . These   cakes are however supplied to us by different providers . Compared to the cocktails , the sales   resulting from the cakes were not that great . A question was posed on how best we could maximize   cake sales and profitability . To figure out the answer to this question , we deployed design thinking .   With the objective already in place , went through all the initial design thinking process steps to   obtained the answers to what is and what if using several of the design tools . To decide on what   works and what works , our tool of choice is as described below . 

 Selection 

 A learning launch was our tool of choice . It is a tool for figuring out not only how to generate great   concepts , but also figure out which one ’s wow and work in the market place . The concept is a wow if   it is profitable , doable and wanted by customers . This tool was picked due to its ability to reveal   insights on the validity of our assumptions . 

 Application : 

 To figure out which cakes our customers liked most , we had a variety of cake flavors baked in small   quantities , in different sizes and shapes . These were them displayed in different formats at several   of our outlets in the town . To obtain data about the cakes from the customers , we observed and   noted and inquired on what they purchased . These data allowed us iterate on the cake flavors made   to best fit the customer needs . 

 Reference : video 1 and 3 week 4 

 Insight : 

 Initially , many of our customers were drawn mostly to five of the cake flavors , three of which we   discovered from the customers had a one of our special flavors . The other two were flavored   differently but we liked less than the other three . We iterated between the special flavor and the   flavors in the other two and the results wowed us . The resultant cakes became the top picks for our   customers . In the few weeks that followed , we observed an exponential increase in sales . By the   third weeks , our sales were double those of the cakes we used to sale and they are still rising . 

 Approach : 

 For now , the learning launch is still the tool of choice as its outcomes are increasingly paying off .   More to that , a lot has already been put in place in terms of expenses and therefore reusing the   same tool will be less costly . Being design thinkers however requires flexibility when need be . If the   accumulated data requires a different approach , we shall sure not miss out on the innovation   opportunity .
### Output: 