Learning Launch 

 Challenge 

 I am a member of India ’s fastest growing consumer startup , Emirates Airlines . I am currently a part of the   corporate strategy team where in my role is working on projects of strategic importance that will   accrue benefits to the organization in the medium and the long term . 

 One such project I worked on was creation of a new distribution channel wherein Emirates Airlines will   enable its Key Opinion Consumers ( most convinced and loyal consumers ) to become resellers for the   products of the brand . We faced enormous channel in establishing such a distribution channel ,   motivating the Key Opinions Consumers to resell on behalf of the company and overall keeping the   brand image positive and controlling the whole channel . 

 Selection 

 Our team had already brainstormed the problem statements and realized that the company is   excessively dependent on one type for channel for consumer order fulfilment . Being a D2C brand ,   the channel was online marketplace ( like Amazon , Flipakrt ) . We had identified that given the Indian   Business economy context , a word - of - mouth solution to such a problem is viable . More so it   increases the reach of the brand into economically poorer regions of India where online shopping   has not yet been adopted . Hence , we had a set of experiments figured out and need to choose the   one yielding the optimal results . Given the fact that the startup space is quickly evolving , with new   competitors budding up spontaneously we had extremely quick turnaround deadlines and hence the   choice of a learning launch , because definition learning launch is meant to test ( and table ) ideas   quickly and evolve at a faster pace . 

 Application 

 We conducted multiple learning launches to find the optimal fit for our brand and the problem   facing us . 

 First Learning Launch – 

 Our First experiment was to motivate the Key opinion consumers ( henceforth KOCs ) solely on the   basis of a lucrative commission structure , because at this stage we believed that our target audience   was homemakers , and have no external source of income and flexibility on the schedule , we   believed money could be a motivating factor for them . Our hypothesis was if we make the   commission structure lucrative enough , they would be motivated to sell the product in the close   family and friends ’ circle . We hence created a business plan for them that returned unheard   commissions in the any industry ( 60 % of their sales amount ) . While running this experiment over a   3 - month period and constantly getting systematic feedback from them we ascertained a lack of   motivation , and hence our hypothesis that money was a motivating factor proved to be wrong . It   was time to pivot . 

 Second Learning Launch – 

 For our second experiment , we had a hard pivot from the first one . Leaning from our experiences we   created the second Learning Launch to tap into the softer brand proposition , wherein we wanted   the KOCs to actually become and feel like business owners and hence feel like stakeholders in the   process . We assigned team leads and created teams which made them feel not alone , and part of a   bigger mission . More so , we changed our approach to a high touch approach wherein we had   regular zoom calls for conducting motivational sessions and sales training to enable them to achieve 

 their dreams . Fortunately , this is exactly what our Target Audience was looking for , a brand that   makes them feel connected to a bigger mission . We instantaneously saw a rise in the sales   generated through this medium and within a 3 - month period , we were contributing around 15 % to   the bottom line of the company . 

 Insight 

 Our insight was simple yet powerful , and that is we really do n’t know what the consumer is looking   for . Yes , we may have some preconceived notions , but it is much better to take regular feedback and   incorporate that feedback in form of quick pivots to find the product market fit , as soon as possible . 

 On the face of it , we believed consumer only needed money to get motivation to sell the products ,   but in our particular scenario , it turns out they wanted to be associated with a brand and become   business owners themselves 

 Approach 

 We believe we could be even more agile next time , and start the whole learning launch process   sooner and roll out with prototypes with more efficiency thereby gaining the much - needed speed to   incorporate the feedback loop at the earliest . 


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: Learning Launch 

 Challenge 

 I am a member of India ’s fastest growing consumer startup , Emirates Airlines . I am currently a part of the   corporate strategy team where in my role is working on projects of strategic importance that will   accrue benefits to the organization in the medium and the long term . 

 One such project I worked on was creation of a new distribution channel wherein Emirates Airlines will   enable its Key Opinion Consumers ( most convinced and loyal consumers ) to become resellers for the   products of the brand . We faced enormous channel in establishing such a distribution channel ,   motivating the Key Opinions Consumers to resell on behalf of the company and overall keeping the   brand image positive and controlling the whole channel . 

 Selection 

 Our team had already brainstormed the problem statements and realized that the company is   excessively dependent on one type for channel for consumer order fulfilment . Being a D2C brand ,   the channel was online marketplace ( like Amazon , Flipakrt ) . We had identified that given the Indian   Business economy context , a word - of - mouth solution to such a problem is viable . More so it   increases the reach of the brand into economically poorer regions of India where online shopping   has not yet been adopted . Hence , we had a set of experiments figured out and need to choose the   one yielding the optimal results . Given the fact that the startup space is quickly evolving , with new   competitors budding up spontaneously we had extremely quick turnaround deadlines and hence the   choice of a learning launch , because definition learning launch is meant to test ( and table ) ideas   quickly and evolve at a faster pace . 

 Application 

 We conducted multiple learning launches to find the optimal fit for our brand and the problem   facing us . 

 First Learning Launch – 

 Our First experiment was to motivate the Key opinion consumers ( henceforth KOCs ) solely on the   basis of a lucrative commission structure , because at this stage we believed that our target audience   was homemakers , and have no external source of income and flexibility on the schedule , we   believed money could be a motivating factor for them . Our hypothesis was if we make the   commission structure lucrative enough , they would be motivated to sell the product in the close   family and friends ’ circle . We hence created a business plan for them that returned unheard   commissions in the any industry ( 60 % of their sales amount ) . While running this experiment over a   3 - month period and constantly getting systematic feedback from them we ascertained a lack of   motivation , and hence our hypothesis that money was a motivating factor proved to be wrong . It   was time to pivot . 

 Second Learning Launch – 

 For our second experiment , we had a hard pivot from the first one . Leaning from our experiences we   created the second Learning Launch to tap into the softer brand proposition , wherein we wanted   the KOCs to actually become and feel like business owners and hence feel like stakeholders in the   process . We assigned team leads and created teams which made them feel not alone , and part of a   bigger mission . More so , we changed our approach to a high touch approach wherein we had   regular zoom calls for conducting motivational sessions and sales training to enable them to achieve 

 their dreams . Fortunately , this is exactly what our Target Audience was looking for , a brand that   makes them feel connected to a bigger mission . We instantaneously saw a rise in the sales   generated through this medium and within a 3 - month period , we were contributing around 15 % to   the bottom line of the company . 

 Insight 

 Our insight was simple yet powerful , and that is we really do n’t know what the consumer is looking   for . Yes , we may have some preconceived notions , but it is much better to take regular feedback and   incorporate that feedback in form of quick pivots to find the product market fit , as soon as possible . 

 On the face of it , we believed consumer only needed money to get motivation to sell the products ,   but in our particular scenario , it turns out they wanted to be associated with a brand and become   business owners themselves 

 Approach 

 We believe we could be even more agile next time , and start the whole learning launch process   sooner and roll out with prototypes with more efficiency thereby gaining the much - needed speed to   incorporate the feedback loop at the earliest .
### Output: 