Plant    nursery    -    Learning    Launch    Tool    # 4 

 1 . Challenge : 

 Surrounding   ourselves   with   plants   has   a   positive   impact   on   us .   It   improves   our   mood ,   reduces 

 the   negative   effects   of   stress   and   boosts   creativity .   However ,   since   last   March   ( when   the 

 lockdown   was   settled   here   in   Buenos   Aires ,   Argentina   due   to   COVID )   our   customer ,   a   local   plant 

 nursery   has   been   undergoing   a   continuous   fall   in   sales .   The   current   scenario   is :   the   shop   is 

 closed   ( only   online   sales   are   available )   and   home   plant   maintenance   service   provided   has   to   be 

 cut    off . 

 I   work   as   a   consultant   for   startups ,   small   &   medium   size   businesses   helping   them   to   find 

 tailor - made   solutions   to   their   problems .   In   this   case ,   my   challenge   in   this   case   is   to   develop   and 

 test    ideas     that    help    them    to    recover    from    the    drop    in    sales . 

 2 . Selection : 

 I   selected   # 4   Learning   Launch .   It   is   a   tool   that   allows   us   to   do   experiments   ( in   the   field )   that 

 must   be   fast   and   cheap   to   test   an   idea   ( hypothesis ) .   Here ,   we   already   have   a   business   running 

 that   is   losing   its   customers   and   we   need   to   get   out   and   talk   to   customers   very   very   quickly   ( * ) . 

 Let 's    see    next    how    the    tool    was    applied . 

 ( * )     see    video    lecture    W4   Learning    launch    Tool    3:48    min 

 3 . Application : 

 Possible     scenario :    Due    to    the    economic    crisis    derived    from    lockdown ,    customers    cut    their     expenditures    on    non - essential    goods    ( e.    g.    plants ) .     Therefore    the    1st    Idea    was    to    bring    them     payment    facilities 

 Key 

 Assumption 

 Who ?      How ?      Time     Frame 

 Cost 

 # 1    Offer     customers    to    pay     in    a    monthly     installments 

 Sales     departm   ent 

 select    a    small    group    of     customers    ( 30    out    of    220 )     and    conduct    regular     interviews    to    collect    data 

 30    days      No    extra    cost    involved     ( Interviews    were     conducted    during    the     working    day ) 

 During    the    interviews    ( video    call ) ,    the    customers    had    the    chance    to    show    their    plants ,    many    of     them    were    about    to    droop    ( wither )    due    to    the    lack    of    maintenance    (    Remember    that    service     provided    by    the    plant    nursery     had    to    be    cut    off .    Customers    were    more    willing    to    express    their     need    of    having    a    maintenance    service    rather    than    hearing    any    installment    plan . 

 After    seeing    that ,    the    idea    # 1    was    disconfirmed    and    lead    to    # 2 

 Key 

 Assumption 

 Who ?      How ?      Time     Frame 

 Cost 

 # 2    Create    a     “ Botanical    Clinic ”     online    service    to     customers 

 Botanist      By    holding    video    calls    the     botanist    monitored    the     evolution    of    the    plants    and     applied    corrective    actions .     Also    designed    kits     ready - to - use    for    specific     plant    treatments 

 30    days      No    extra    cost    involved     ( service    were    provided    by     the    botanist    of    the    plant     nursery ) 

 4 . Insight : 

 Regarding   to   the   challenge ,   as   a   result   of   idea   # 2   The   customers   feel   sure   that   the   money   they 

 spend   in   plants   would   not   go   to   the   “ trash   can ”   and   also   it   was   observed   an   increase   of   new 

 purchasing   orders .   It   is   important   to   emphasize   the   concept   of   insight   :   it   is   simply   the   point   that 

 leads    us    to    the    path    of    that    solution ,    not    the    solution . 

 Regarding   to   Design   Thinking ,   The   detected   insights   will   allow   us   to   know   the   need   or   key 

 problem   on   which   to   build   the   project   and   thus   seek   those   solutions   different   from   the   usual 

 ones .   As   it   is   an   element   of   deep   analysis ,   the   innovation   carried   out   is   much   more   disruptive 

 and    transformative    than    the    one    achieved    when    we    base    on    the    apparent    needs    of    the    users . 

 5 . Approach : 

 If   I   would   start   again ,   I   would   do   something   different .   I   will   join   the   botanist   in   the   first   interview 

 ( together   with   the   sales   person )   with   the   customer .   Why ?   So   as   to   have   a   more   complete 

 understanding   of   the   situation   (   Remember   video   W4   Strategic   Opportunities :   “ Diversity   of 

 perspective   and   experience   that   brings   with   it   the   potential   for   real   innovation ” .   Also   it   is 

 important   to   keep   in   mind   the   concept   of   “ co - create ” :   People   who   are   different   from   one   another , 

 can    co - create    with    one    another . 


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: Plant    nursery    -    Learning    Launch    Tool    # 4 

 1 . Challenge : 

 Surrounding   ourselves   with   plants   has   a   positive   impact   on   us .   It   improves   our   mood ,   reduces 

 the   negative   effects   of   stress   and   boosts   creativity .   However ,   since   last   March   ( when   the 

 lockdown   was   settled   here   in   Buenos   Aires ,   Argentina   due   to   COVID )   our   customer ,   a   local   plant 

 nursery   has   been   undergoing   a   continuous   fall   in   sales .   The   current   scenario   is :   the   shop   is 

 closed   ( only   online   sales   are   available )   and   home   plant   maintenance   service   provided   has   to   be 

 cut    off . 

 I   work   as   a   consultant   for   startups ,   small   &   medium   size   businesses   helping   them   to   find 

 tailor - made   solutions   to   their   problems .   In   this   case ,   my   challenge   in   this   case   is   to   develop   and 

 test    ideas     that    help    them    to    recover    from    the    drop    in    sales . 

 2 . Selection : 

 I   selected   # 4   Learning   Launch .   It   is   a   tool   that   allows   us   to   do   experiments   ( in   the   field )   that 

 must   be   fast   and   cheap   to   test   an   idea   ( hypothesis ) .   Here ,   we   already   have   a   business   running 

 that   is   losing   its   customers   and   we   need   to   get   out   and   talk   to   customers   very   very   quickly   ( * ) . 

 Let 's    see    next    how    the    tool    was    applied . 

 ( * )     see    video    lecture    W4   Learning    launch    Tool    3:48    min 

 3 . Application : 

 Possible     scenario :    Due    to    the    economic    crisis    derived    from    lockdown ,    customers    cut    their     expenditures    on    non - essential    goods    ( e.    g.    plants ) .     Therefore    the    1st    Idea    was    to    bring    them     payment    facilities 

 Key 

 Assumption 

 Who ?      How ?      Time     Frame 

 Cost 

 # 1    Offer     customers    to    pay     in    a    monthly     installments 

 Sales     departm   ent 

 select    a    small    group    of     customers    ( 30    out    of    220 )     and    conduct    regular     interviews    to    collect    data 

 30    days      No    extra    cost    involved     ( Interviews    were     conducted    during    the     working    day ) 

 During    the    interviews    ( video    call ) ,    the    customers    had    the    chance    to    show    their    plants ,    many    of     them    were    about    to    droop    ( wither )    due    to    the    lack    of    maintenance    (    Remember    that    service     provided    by    the    plant    nursery     had    to    be    cut    off .    Customers    were    more    willing    to    express    their     need    of    having    a    maintenance    service    rather    than    hearing    any    installment    plan . 

 After    seeing    that ,    the    idea    # 1    was    disconfirmed    and    lead    to    # 2 

 Key 

 Assumption 

 Who ?      How ?      Time     Frame 

 Cost 

 # 2    Create    a     “ Botanical    Clinic ”     online    service    to     customers 

 Botanist      By    holding    video    calls    the     botanist    monitored    the     evolution    of    the    plants    and     applied    corrective    actions .     Also    designed    kits     ready - to - use    for    specific     plant    treatments 

 30    days      No    extra    cost    involved     ( service    were    provided    by     the    botanist    of    the    plant     nursery ) 

 4 . Insight : 

 Regarding   to   the   challenge ,   as   a   result   of   idea   # 2   The   customers   feel   sure   that   the   money   they 

 spend   in   plants   would   not   go   to   the   “ trash   can ”   and   also   it   was   observed   an   increase   of   new 

 purchasing   orders .   It   is   important   to   emphasize   the   concept   of   insight   :   it   is   simply   the   point   that 

 leads    us    to    the    path    of    that    solution ,    not    the    solution . 

 Regarding   to   Design   Thinking ,   The   detected   insights   will   allow   us   to   know   the   need   or   key 

 problem   on   which   to   build   the   project   and   thus   seek   those   solutions   different   from   the   usual 

 ones .   As   it   is   an   element   of   deep   analysis ,   the   innovation   carried   out   is   much   more   disruptive 

 and    transformative    than    the    one    achieved    when    we    base    on    the    apparent    needs    of    the    users . 

 5 . Approach : 

 If   I   would   start   again ,   I   would   do   something   different .   I   will   join   the   botanist   in   the   first   interview 

 ( together   with   the   sales   person )   with   the   customer .   Why ?   So   as   to   have   a   more   complete 

 understanding   of   the   situation   (   Remember   video   W4   Strategic   Opportunities :   “ Diversity   of 

 perspective   and   experience   that   brings   with   it   the   potential   for   real   innovation ” .   Also   it   is 

 important   to   keep   in   mind   the   concept   of   “ co - create ” :   People   who   are   different   from   one   another , 

 can    co - create    with    one    another .
### Output: 