Design Thinking for Innovation Assignment :   Learning Launch 

 Challenge 

 This is a challenge pertaining to the real estate industry .   It is a business transformation challenge   where there is a dire need to move traditional marketing into digital marketing space in order to   generate buyer leads . 

 Most property agents are accustomed to traditional marketing methods such as road shows , door- knocking , cold - calling , sending mailers , newspaper ads , etc . Some of these methods have been   around for a long time because it allows the agents to access their potential targets quite easily .   For   eg ,   in my country ,   door - knocking clearly targets certain community house owners who may have a   higher potential to buy another property near their vicinity so that their children can live near to   them . However , clearly , in today ’s age , traditional marketing is deemed intrusive , expensive ,   time- consuming and does not work as well . 

 To move into digital marketing for lead generation , the challenge is to discover how we could move   traditional marketing into the digital space while yielding higher quality buyer leads , use less agent ’s   time , and cost less advertising dollars per lead . We decide to use design thinking to solve this   challenge . 

 Selection 

 The team has already gone pass the “ What is ” and “ What if ” stage . At this point , the team has a   reasonable understanding of the potential buyer profile , demographics , interest that could make   them a high quality buyer lead if we could reach out to them effectively in the digital space . The   team has also decided to use Facebook advertising as a small scale experiment and use the Learning   Launch tool to discover possible targeting ideas within Facebook ads that could yield the best quality   leads at the lowest advertising cost . 

 Application 

 Before we use the Learning Launch tool ,   we made some assumptions on which targeting method   within FaceBook that would accomplish our challenge objectives .   We did the targeting configuration   based on the buyer ’s profile ( discovered in the “ what is ” stage ) and ran a small advertising budget   for 2 weeks . During the two weeks , we analyse the number of buyer leads that we got , the potential   of them ( high quality or low quality )   and the cost per lead . 

 The results that we got was not what we desired .   While some buyer leads were of high quality , the   cost per lead was much higher than expected .   Something was amissed in the way we configured the   targeting .   We re - look into our starting assumptions , kept what we felt was working with our results ,   but change some of the other assumptions after engaging with those buyer leads who are less   interested in our properties . 

 We made a 2nd run of the Learning Launch tool after re - adjusting our targeting options , making use   of the information that we got from the acquired buyer leads . This time round ,   the results were far   better ;   we managed to acquire buyer leads who are truly interested in our properties at a much   lower advertising cost per lead . As these were really keen buyers , we also have had better   engagements with them with less time consumed as compared to traditional marketing methods . 

 Insights 

 The Learning Launch tool was great in testing our assumptions under a small scale environment .    Very quickly , we realised the following insights : 

 1 ) Despite a great deal of work in discovering the high potential buyer leads profile and 

 property needs through the “ what is ” stage , the learning launch allow us to re - adjust our   findings and assumptions as it gets into a real life situation .   Some of the assumptions   derived from the “ what is ” stage were not wrong ; they were just not suitable for the current   properties that we are selling , but those assumptions could be useful for other category of   properties . 

 2 ) The learning launch tool allows us to make mistakes fast and cheap . During the 2 weeks of 

 the first run , we knew something was wrong but because the budget we used was relatively   low , we could quickly pivot to other assumptions without heavy losses . 

 3 ) We realised that some of the initial assumptions tested were due to personal/ experience 

 biasness that may have contributed to the poor results of the first launch . 

 Approach     The learning launch was a great tool that eventually allow us to successfully transform our   traditional marketing methods to digital marketing which is less intrusive , better leads quality and   lower ad cost per lead . However , if we were to re - use the learning launch tool again ( on another   challenge ) , we would include a few more members of varying experience and know - how to mitigate   away any personal / experience biasness in designing the Learning Launch . 


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: Design Thinking for Innovation Assignment :   Learning Launch 

 Challenge 

 This is a challenge pertaining to the real estate industry .   It is a business transformation challenge   where there is a dire need to move traditional marketing into digital marketing space in order to   generate buyer leads . 

 Most property agents are accustomed to traditional marketing methods such as road shows , door- knocking , cold - calling , sending mailers , newspaper ads , etc . Some of these methods have been   around for a long time because it allows the agents to access their potential targets quite easily .   For   eg ,   in my country ,   door - knocking clearly targets certain community house owners who may have a   higher potential to buy another property near their vicinity so that their children can live near to   them . However , clearly , in today ’s age , traditional marketing is deemed intrusive , expensive ,   time- consuming and does not work as well . 

 To move into digital marketing for lead generation , the challenge is to discover how we could move   traditional marketing into the digital space while yielding higher quality buyer leads , use less agent ’s   time , and cost less advertising dollars per lead . We decide to use design thinking to solve this   challenge . 

 Selection 

 The team has already gone pass the “ What is ” and “ What if ” stage . At this point , the team has a   reasonable understanding of the potential buyer profile , demographics , interest that could make   them a high quality buyer lead if we could reach out to them effectively in the digital space . The   team has also decided to use Facebook advertising as a small scale experiment and use the Learning   Launch tool to discover possible targeting ideas within Facebook ads that could yield the best quality   leads at the lowest advertising cost . 

 Application 

 Before we use the Learning Launch tool ,   we made some assumptions on which targeting method   within FaceBook that would accomplish our challenge objectives .   We did the targeting configuration   based on the buyer ’s profile ( discovered in the “ what is ” stage ) and ran a small advertising budget   for 2 weeks . During the two weeks , we analyse the number of buyer leads that we got , the potential   of them ( high quality or low quality )   and the cost per lead . 

 The results that we got was not what we desired .   While some buyer leads were of high quality , the   cost per lead was much higher than expected .   Something was amissed in the way we configured the   targeting .   We re - look into our starting assumptions , kept what we felt was working with our results ,   but change some of the other assumptions after engaging with those buyer leads who are less   interested in our properties . 

 We made a 2nd run of the Learning Launch tool after re - adjusting our targeting options , making use   of the information that we got from the acquired buyer leads . This time round ,   the results were far   better ;   we managed to acquire buyer leads who are truly interested in our properties at a much   lower advertising cost per lead . As these were really keen buyers , we also have had better   engagements with them with less time consumed as compared to traditional marketing methods . 

 Insights 

 The Learning Launch tool was great in testing our assumptions under a small scale environment .    Very quickly , we realised the following insights : 

 1 ) Despite a great deal of work in discovering the high potential buyer leads profile and 

 property needs through the “ what is ” stage , the learning launch allow us to re - adjust our   findings and assumptions as it gets into a real life situation .   Some of the assumptions   derived from the “ what is ” stage were not wrong ; they were just not suitable for the current   properties that we are selling , but those assumptions could be useful for other category of   properties . 

 2 ) The learning launch tool allows us to make mistakes fast and cheap . During the 2 weeks of 

 the first run , we knew something was wrong but because the budget we used was relatively   low , we could quickly pivot to other assumptions without heavy losses . 

 3 ) We realised that some of the initial assumptions tested were due to personal/ experience 

 biasness that may have contributed to the poor results of the first launch . 

 Approach     The learning launch was a great tool that eventually allow us to successfully transform our   traditional marketing methods to digital marketing which is less intrusive , better leads quality and   lower ad cost per lead . However , if we were to re - use the learning launch tool again ( on another   challenge ) , we would include a few more members of varying experience and know - how to mitigate   away any personal / experience biasness in designing the Learning Launch .
### Output: 