Reflection – Mind Mapping     Challenge   I work with a start - up vehicle manufacturing company and I am a part of the marketing and   business development department . In the past five years , the company has made ten sample   vehicles which were not for commercial purposes but to test the company ’s ability to   manufacture reliable , technically approved , durable , operational and comfortable vehicles .   This year , our main challenge and objective as a team is to come up with a commercialization   strategy for our products in order to break into the automotive market and make this a profit   making company . As part of the challenge , we were tasked to identify our target customers ,   products , pricing , sales and distribution strategy , and other services we can offer .     Selection 

 The first design thinking tool we used as a team was mind mapping which enabled us to look   for patterns and insights from available data on current trends in the automotive industry ,   including customer needs , wants , preferences and demand , competition , the different products   on market and their prices , the different modes of distribution and services offered within the   industry in order to get more creative solutions to the commercialization challenge . Since our   main goal was to establish criteria for the idea generation phase as a team , we picked on mind   mapping because it is more intuitive , creative , visual , and it 's more engaging . Mind mapping   not only enabled us to involve the entire team in order to develop a common mind regarding   the way forward and steps towards commercializing the company , but also to capture and   represent the minds of our customers . 

 Application 

 One of the first action points was to hold workshops as the marketing team and establish the   current status of the company ’s commercialization strategy , the gaps therein , and establish a   way forward . As part of the mind mapping process , each of the team members was given a   notebook , sticky notes and a marker . We were then requested , without inquiring from one   another , to note on separate sticky notes different ideas of target customers , products to offer   and pricing strategies . We reviewed these for about five minutes and then each member was   required to present their views and place the sticky notes on a white board for the whole team   to see . At the end of the presentations , we grouped and categorised the different ideas for each   of the above categories . 

 Insight 

 We identified different insights revealed for each group of ideas and were able to categorise   and clearly define our customers , and determine how these can be satisfied by doing a product   breakdown for each of the customers . Against this backdrop , customers were divided into two   broad sectors namely , private and public sectors as shown below ; 

 Table 1 : Customer Segments 

 Sectors   Categories 

 Public    Educational Institutions 

 City Authorities 

 MDA 

 Private   Educational Institutions   Logistics   Bus Operators    Corporate companies   Private individual owners   Health institutions   Tourism and Leisure 

 A product breakdown for each customer segment was done as shown below ; 

 Table 2 : Product Portfolio 

 Customer Segment   Products 

 Educational Institutions   Diesel Bus   Vans 5.5 - 7 meter mini buses   Pickups   SUV ’s 

 City Authorities   10 , 12 - meter bus , Diesel Bus   Pickups and SUV ’s for Executives    Pickup for logistics    Electric City Buses    Electric bus 

 MDA   Electric Bus   Diesel Bus    SUV , Pick - ups    Trucks and Lorries    SUVs ( Directors , Ministers , Executives ) 

 Approach 

 Through the creativity and intuition of the mind mapping design tool , the team was able to   come to an agreement on who their target customers are and what products each customer   prefers . The team set out to establish the current state , analyse gap , and devise a way forward   / action plan . The team also agreed to have another mind mapping session to determine sales   and distribution methods , services the company should offer and a communications strategy . 


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: Reflection – Mind Mapping     Challenge   I work with a start - up vehicle manufacturing company and I am a part of the marketing and   business development department . In the past five years , the company has made ten sample   vehicles which were not for commercial purposes but to test the company ’s ability to   manufacture reliable , technically approved , durable , operational and comfortable vehicles .   This year , our main challenge and objective as a team is to come up with a commercialization   strategy for our products in order to break into the automotive market and make this a profit   making company . As part of the challenge , we were tasked to identify our target customers ,   products , pricing , sales and distribution strategy , and other services we can offer .     Selection 

 The first design thinking tool we used as a team was mind mapping which enabled us to look   for patterns and insights from available data on current trends in the automotive industry ,   including customer needs , wants , preferences and demand , competition , the different products   on market and their prices , the different modes of distribution and services offered within the   industry in order to get more creative solutions to the commercialization challenge . Since our   main goal was to establish criteria for the idea generation phase as a team , we picked on mind   mapping because it is more intuitive , creative , visual , and it 's more engaging . Mind mapping   not only enabled us to involve the entire team in order to develop a common mind regarding   the way forward and steps towards commercializing the company , but also to capture and   represent the minds of our customers . 

 Application 

 One of the first action points was to hold workshops as the marketing team and establish the   current status of the company ’s commercialization strategy , the gaps therein , and establish a   way forward . As part of the mind mapping process , each of the team members was given a   notebook , sticky notes and a marker . We were then requested , without inquiring from one   another , to note on separate sticky notes different ideas of target customers , products to offer   and pricing strategies . We reviewed these for about five minutes and then each member was   required to present their views and place the sticky notes on a white board for the whole team   to see . At the end of the presentations , we grouped and categorised the different ideas for each   of the above categories . 

 Insight 

 We identified different insights revealed for each group of ideas and were able to categorise   and clearly define our customers , and determine how these can be satisfied by doing a product   breakdown for each of the customers . Against this backdrop , customers were divided into two   broad sectors namely , private and public sectors as shown below ; 

 Table 1 : Customer Segments 

 Sectors   Categories 

 Public    Educational Institutions 

 City Authorities 

 MDA 

 Private   Educational Institutions   Logistics   Bus Operators    Corporate companies   Private individual owners   Health institutions   Tourism and Leisure 

 A product breakdown for each customer segment was done as shown below ; 

 Table 2 : Product Portfolio 

 Customer Segment   Products 

 Educational Institutions   Diesel Bus   Vans 5.5 - 7 meter mini buses   Pickups   SUV ’s 

 City Authorities   10 , 12 - meter bus , Diesel Bus   Pickups and SUV ’s for Executives    Pickup for logistics    Electric City Buses    Electric bus 

 MDA   Electric Bus   Diesel Bus    SUV , Pick - ups    Trucks and Lorries    SUVs ( Directors , Ministers , Executives ) 

 Approach 

 Through the creativity and intuition of the mind mapping design tool , the team was able to   come to an agreement on who their target customers are and what products each customer   prefers . The team set out to establish the current state , analyse gap , and devise a way forward   / action plan . The team also agreed to have another mind mapping session to determine sales   and distribution methods , services the company should offer and a communications strategy .
### Output: 