Reflection – Learning Launch 

 Challenge 

 I got to work on a Project of a very old hotel set amongst the lush tropical gardens and palm trees ,   offereing unique views of the creek . This creek side , 3 - Star hotel offers a relaxed , old - charm atmosphere   with 82 spacious Rooms ( deluxe & executive ) and Suites located over two wings and 24 hour room   service . Its three restaurants serve Buffet and A la carte selections with various cuisines . One such   restaurant , SeaFront BBQ and Grill is acclaimed as Karachi 's finest , fine - dining , BBQ buffet , with the   most serene and beautiful atmosphere . Even though this was a 50 + year old place , it was struggling to   attract new customers & retain existing ones . The challenge was this restaurant ’s sales being dropped   year on year and hurting the overall business of hotel . The project scope was for three months and we   had to come up with reasons for loss of sales , and prepare an action plan for revamping it to meet   customer needs . We tried focusing on what all major stakeholders had to say about the various reasons   leading to drop in sales . There also seemed to be a disconnect within the internal stakeholders as focus   was not given on this part of the business in last several years . Eventually , we had to come up with   appropriate strategies for reaching out to customers and improve overall brand image , resulting in   increase in revenue for the hotel . 

 Selection 

 We had already conducted secondary research of the hotel industry in general and restaurant industry   in specific . We learnt the trends going on and how we should reach out to our customers . The project   started off with studying what the current positioning of the restaurant is in the mind of the customers .   How the marketing team is running the restaurant and what changes are required to make it more   successful . We conducted surveys as part of primary research . Survey ranged from quantitative open- ended qualitative questions , and were taken by all customers that came in for two weeks . We also did   interviews with the owner & marketing team of the hotel to find out current activities being conducted .   We knew we had to increase digital marketing presence , create awareness of the restaurant , target a   new audience , provide incentive for customer retention , have exciting menu . All of this had to be tested   as to what works and what does n’t . We selected Learning Launch approach so that we could try multiple   different ideas within short span of time . Also , since the results were instant and on - spot it helped to   make changes in our action and come again with better approach . 

 Application 

 We worked with the PR manager and designer of the restaurant to take some fresh photographs of the   restaurant . Increased frequency & nature of posts on Facebook page which resulted in better   engagement with the audience . We created specific posts for different age groups and targeted them   with specific dishes that they would like , since it was a buffet and everything was available for everyone .   Social media posts included questions so we could see what our audience wanted , and they were   relatable so that people could share those posts within their circles of friends and family . While we   conducted these activities , we kept our primary research on . We found out that out of total customers ,   about 15 % had come to visit for the first time by looking at the social media posts . This tested our 

 assumption that we need to be more present on social media to attract customers , and age group   specific posts were needed to address different customers . We also gathered their feedback to improve ,   as we wanted to retain these new customers . 

 Using these findings , we wanted to scale the marketing scope using limited money . We gathered some   influential bloggers available and hosted a free dinner for them . We conducted the bloggers meetup   that had bloggers from different backgrounds and tastes . The bloggers further gave us their feedbacks   for improvement that were added in idea generation process . The bloggers were supposed to write   about us and mention us on different platforms . All bloggers reviewed us online and mentioned us on   their social media accounts . This way we were able to reach out to a much larger and relevant audience   through these people . Within two weeks of this meetup , we saw an overall increase of 25 % in the   customer flow . This further validated the need for awareness and marketing . 

 Insight & Approach 

 By applying the learning launch tool , our team identified our assumptions based on some research , and   designed launches to test these assumptions . The restaurant needed a very consistent approach in   reaching out to their customer , in order to retain them . It also builds my confidence in this Learning   launch tool as testing and learning from results was a very effective way . There were multiple   assumptions for the challenge , but they had to be looked at very objectively and with keen focus as to   how it can overall increase the brand image and customer footfall giving sales to the owner . The   approach of ‘ failing cheap and fast ’ was applicable here , as we had to use limited resources in hand and   produce results with actionable insights . While conducting those surveys , we found out some really   interesting things that we had n’t initially thought of . For e.g. new customers really liked the ambiance of   the restaurant and the service . We now knew that these two things could be a key focus in restaurant ’s   future marketing communications . 

 Approach 

 Even though this learning launch tool provided great insights as to what needed to be done differently   to bring in results , I would like to work on visualization in the initial phase . If there was more time in the   project scope , we could have used visualization to come up with various ‘ What Ifs ’ . I would gather more   data and speak to more stake holders , for e.g. the chefs , waiters , Operations team , competitors to have   much more in - depth answers . It would have various opinions and brainstorming would be much better .   We could get to the roots of the problem and reach out to people that are involved in the whole   process . The people working in it would be the key people to provide insights . Then eventually using all   these insights , I would have to use Learning launch tool to generate the results . 


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 – Learning Launch 

 Challenge 

 I got to work on a Project of a very old hotel set amongst the lush tropical gardens and palm trees ,   offereing unique views of the creek . This creek side , 3 - Star hotel offers a relaxed , old - charm atmosphere   with 82 spacious Rooms ( deluxe & executive ) and Suites located over two wings and 24 hour room   service . Its three restaurants serve Buffet and A la carte selections with various cuisines . One such   restaurant , SeaFront BBQ and Grill is acclaimed as Karachi 's finest , fine - dining , BBQ buffet , with the   most serene and beautiful atmosphere . Even though this was a 50 + year old place , it was struggling to   attract new customers & retain existing ones . The challenge was this restaurant ’s sales being dropped   year on year and hurting the overall business of hotel . The project scope was for three months and we   had to come up with reasons for loss of sales , and prepare an action plan for revamping it to meet   customer needs . We tried focusing on what all major stakeholders had to say about the various reasons   leading to drop in sales . There also seemed to be a disconnect within the internal stakeholders as focus   was not given on this part of the business in last several years . Eventually , we had to come up with   appropriate strategies for reaching out to customers and improve overall brand image , resulting in   increase in revenue for the hotel . 

 Selection 

 We had already conducted secondary research of the hotel industry in general and restaurant industry   in specific . We learnt the trends going on and how we should reach out to our customers . The project   started off with studying what the current positioning of the restaurant is in the mind of the customers .   How the marketing team is running the restaurant and what changes are required to make it more   successful . We conducted surveys as part of primary research . Survey ranged from quantitative open- ended qualitative questions , and were taken by all customers that came in for two weeks . We also did   interviews with the owner & marketing team of the hotel to find out current activities being conducted .   We knew we had to increase digital marketing presence , create awareness of the restaurant , target a   new audience , provide incentive for customer retention , have exciting menu . All of this had to be tested   as to what works and what does n’t . We selected Learning Launch approach so that we could try multiple   different ideas within short span of time . Also , since the results were instant and on - spot it helped to   make changes in our action and come again with better approach . 

 Application 

 We worked with the PR manager and designer of the restaurant to take some fresh photographs of the   restaurant . Increased frequency & nature of posts on Facebook page which resulted in better   engagement with the audience . We created specific posts for different age groups and targeted them   with specific dishes that they would like , since it was a buffet and everything was available for everyone .   Social media posts included questions so we could see what our audience wanted , and they were   relatable so that people could share those posts within their circles of friends and family . While we   conducted these activities , we kept our primary research on . We found out that out of total customers ,   about 15 % had come to visit for the first time by looking at the social media posts . This tested our 

 assumption that we need to be more present on social media to attract customers , and age group   specific posts were needed to address different customers . We also gathered their feedback to improve ,   as we wanted to retain these new customers . 

 Using these findings , we wanted to scale the marketing scope using limited money . We gathered some   influential bloggers available and hosted a free dinner for them . We conducted the bloggers meetup   that had bloggers from different backgrounds and tastes . The bloggers further gave us their feedbacks   for improvement that were added in idea generation process . The bloggers were supposed to write   about us and mention us on different platforms . All bloggers reviewed us online and mentioned us on   their social media accounts . This way we were able to reach out to a much larger and relevant audience   through these people . Within two weeks of this meetup , we saw an overall increase of 25 % in the   customer flow . This further validated the need for awareness and marketing . 

 Insight & Approach 

 By applying the learning launch tool , our team identified our assumptions based on some research , and   designed launches to test these assumptions . The restaurant needed a very consistent approach in   reaching out to their customer , in order to retain them . It also builds my confidence in this Learning   launch tool as testing and learning from results was a very effective way . There were multiple   assumptions for the challenge , but they had to be looked at very objectively and with keen focus as to   how it can overall increase the brand image and customer footfall giving sales to the owner . The   approach of ‘ failing cheap and fast ’ was applicable here , as we had to use limited resources in hand and   produce results with actionable insights . While conducting those surveys , we found out some really   interesting things that we had n’t initially thought of . For e.g. new customers really liked the ambiance of   the restaurant and the service . We now knew that these two things could be a key focus in restaurant ’s   future marketing communications . 

 Approach 

 Even though this learning launch tool provided great insights as to what needed to be done differently   to bring in results , I would like to work on visualization in the initial phase . If there was more time in the   project scope , we could have used visualization to come up with various ‘ What Ifs ’ . I would gather more   data and speak to more stake holders , for e.g. the chefs , waiters , Operations team , competitors to have   much more in - depth answers . It would have various opinions and brainstorming would be much better .   We could get to the roots of the problem and reach out to people that are involved in the whole   process . The people working in it would be the key people to provide insights . Then eventually using all   these insights , I would have to use Learning launch tool to generate the results .
### Output: 