Challenge 

 We are a technology start up that deals with the sale and installation of motor vehicle trackers . We have   been marketing our products using traditional methods of selling our products which include cold   calling , word of mouth , referrals and nesting and door to door selling . This way we have been employing   sales agents who we pay a retainer and commissions per sale and installation technicians who take   home a salary . However after covid 19 hit , it has become increasingly difficult to continue selling the   traditional way . For example cold calling organizations and nesting as our method of marketing have   become difficult to achieve as people are now working from home . Physical meetings with potential   clients have become tricky as everyone is trying to observe social distance . Business has gone really   down and affecting revenues for the company making it unsustainable to continue paying salaries .   As a   company we are looking to venture into digital advertising especially on social media something we   have not done before and are not sure if it will work . We are also looking into outsourcing installation   technicians paying them per piece meal rather than employing them on a salary and completely   eliminating the sales agents . 

 Selection 

 We decided to take the learning approach which we felt is the best approach to find out if digital   marketing will work in the sale and distribution of our trackers . We appreciate that people are at home   now and our assumption is that they will spend more time online and especially on social media . We   therefore believe sponsored ads of face book twitter and Instagram will help us reach many people . 

 Application 

 To help us find out in the first learning launch tool we interviewed our friends in other industries doing   the same and it was clear that social media marketing had worked and significantly improved their   revenues especially people in retail selling clothes , shoes and home décor .    We interviewed around 15   of them face to face . The only dilemma we had is whether this would work for car trackers which is a   more technical field . 

 With this in mind we were ready for the second launch . For our second learning launch we planned   to   interview stake holders using questionnaires . We would ask questions to our potential clients on the   likelihood that they will procure motor vehicle trackers online . We will sample digital taxi vehicle   owners , commercial vehicle owners and private vehicle owners . 

 On the issue of outsourcing technicians we planned to visit garages in different towns including the   capital city where we are based to interview wiring technicians to ask them about their willingness to be   outsourced whenever there is an installation in their town . We appreciate that with social media   marketing we will reach clients all over the country and we want to eliminate the transport and   accommodation costs we incur sending technicians to do installations outside the capital by outsourcing   technicians domiciled in the respective towns 

 Insight 

 With these assumptions in mind we were ready to tests our assumptions . We were ready for an   approval and disapproval of our assumptions . We were also ready for feedback on improvement and   value addition to the process in case of approval . From these experiments we learnt that truly more   people were spending time online and doing purchases . There was positive feedback from potential   clients on their willingness to procure online . Technicians were also willing to be outsourced whenever   there was a client as most were not employed by the garages they worked from hence their flexibility .   This also as meant more revenue for them .   For us this meant laying off our staff from permanent   employment reducing our salary burden 

 We went ahead and started paying for the sponsored ads on social media . We also figured that with   reduced costs of operations we lower our prices for the tracker offering a very competitive price ( in fact   the lowest in the market ) to attract more people as generally incomes for most people had been   negatively affected by Covid 19 . We would them leverage our profits on the large number of people   buying . 

 With this type of marketing we were able to increase our sales and revenues and reduce costs of   operation as the advertisements are not as expensive as hiring people . The lowered price of trackers   which was the lowest in the market saw us realize high number of sales as we were able to meet the   clients need for trackers even with reduced incomes due to Covid 19 . 

 We encountered some challenges on the pricing though because the market had n’t seen such a low   prices for motor vehicle trackers before . There were doubts here and there on the effectiveness of the   gadgets . 

 Approach 

 We could not have done it any other way apart from using the learning launch tool . We will now focus   on value addition in order to make this model more reliable and sustainable . 


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 are a technology start up that deals with the sale and installation of motor vehicle trackers . We have   been marketing our products using traditional methods of selling our products which include cold   calling , word of mouth , referrals and nesting and door to door selling . This way we have been employing   sales agents who we pay a retainer and commissions per sale and installation technicians who take   home a salary . However after covid 19 hit , it has become increasingly difficult to continue selling the   traditional way . For example cold calling organizations and nesting as our method of marketing have   become difficult to achieve as people are now working from home . Physical meetings with potential   clients have become tricky as everyone is trying to observe social distance . Business has gone really   down and affecting revenues for the company making it unsustainable to continue paying salaries .   As a   company we are looking to venture into digital advertising especially on social media something we   have not done before and are not sure if it will work . We are also looking into outsourcing installation   technicians paying them per piece meal rather than employing them on a salary and completely   eliminating the sales agents . 

 Selection 

 We decided to take the learning approach which we felt is the best approach to find out if digital   marketing will work in the sale and distribution of our trackers . We appreciate that people are at home   now and our assumption is that they will spend more time online and especially on social media . We   therefore believe sponsored ads of face book twitter and Instagram will help us reach many people . 

 Application 

 To help us find out in the first learning launch tool we interviewed our friends in other industries doing   the same and it was clear that social media marketing had worked and significantly improved their   revenues especially people in retail selling clothes , shoes and home décor .    We interviewed around 15   of them face to face . The only dilemma we had is whether this would work for car trackers which is a   more technical field . 

 With this in mind we were ready for the second launch . For our second learning launch we planned   to   interview stake holders using questionnaires . We would ask questions to our potential clients on the   likelihood that they will procure motor vehicle trackers online . We will sample digital taxi vehicle   owners , commercial vehicle owners and private vehicle owners . 

 On the issue of outsourcing technicians we planned to visit garages in different towns including the   capital city where we are based to interview wiring technicians to ask them about their willingness to be   outsourced whenever there is an installation in their town . We appreciate that with social media   marketing we will reach clients all over the country and we want to eliminate the transport and   accommodation costs we incur sending technicians to do installations outside the capital by outsourcing   technicians domiciled in the respective towns 

 Insight 

 With these assumptions in mind we were ready to tests our assumptions . We were ready for an   approval and disapproval of our assumptions . We were also ready for feedback on improvement and   value addition to the process in case of approval . From these experiments we learnt that truly more   people were spending time online and doing purchases . There was positive feedback from potential   clients on their willingness to procure online . Technicians were also willing to be outsourced whenever   there was a client as most were not employed by the garages they worked from hence their flexibility .   This also as meant more revenue for them .   For us this meant laying off our staff from permanent   employment reducing our salary burden 

 We went ahead and started paying for the sponsored ads on social media . We also figured that with   reduced costs of operations we lower our prices for the tracker offering a very competitive price ( in fact   the lowest in the market ) to attract more people as generally incomes for most people had been   negatively affected by Covid 19 . We would them leverage our profits on the large number of people   buying . 

 With this type of marketing we were able to increase our sales and revenues and reduce costs of   operation as the advertisements are not as expensive as hiring people . The lowered price of trackers   which was the lowest in the market saw us realize high number of sales as we were able to meet the   clients need for trackers even with reduced incomes due to Covid 19 . 

 We encountered some challenges on the pricing though because the market had n’t seen such a low   prices for motor vehicle trackers before . There were doubts here and there on the effectiveness of the   gadgets . 

 Approach 

 We could not have done it any other way apart from using the learning launch tool . We will now focus   on value addition in order to make this model more reliable and sustainable .
### Output: 