Reflection – learning launch tool

Challenge

As a member of the management team organizing one branch of a small convenience store  and we have a mission to increase sales in food and fresh ingredients. So, we see  opportunities and having an idea in the long weekend that people love to cook and having  activity with the family in their home, but the pain point is there is a few restaurants around  here delivery food in long weekend. So, our idea is to create a set of BBQ ingredients and  free delivery in the 5 km range around the store because we believe that customers will  satisfy with comfortable to order by staying home and do not need to go out. This idea is  popping up by no one knows or has experienced that will work with our customer. So, the  challenge is how do we know the truth that customer is buying our idea or how to get the  data that confirms our hypothesis.

Selection

We selected the learning launch tool because we want to make testing with our real  customers to get feedback and use the data to create a strategy to store moreover, our team  is new in this area, so using the learning launch tool is our choice to learn customer behavior  around the store.

Application

We start to use this tool by setting our hypothesis. our idea is the customer around the store  need the food delivery in the long weekend and staying home with their family. So, we are  thinking if we set up the fresh ingredients in our store into a BBQ set and let them cook with  their family and create the promotion free delivery within 5 km range around the store to  study how customer responding.

Next, we set the execution plan about selecting the item in fresh meat, vegetable, some  sauce, etc. We create 3 sets of BBQs ready to cook, make a valuable price, free delivery in  20 minutes, set the timeline for 5 days, and create a Facebook ad to reach the online  customer and build offline ad in store for the walk-in customer before the campaign starts  around 1 week. We also try to keep every step cheap and quick. We start testing in the long  weekend by setting responsibility for people in the team such as order receiving, preparing  stuff, payment, and delivery.

Insight

The result of this testing is we fail. We found that in the 5 days of the promotion, there is just  2 sets/day happen which is proved that this campaign is doesn't work for some reason. So,  we ask the customer about their decision to find the insight and found the truth that people  satisfy with ordering, purchasing, and delivery but the point is they want to choose by their  own choice not the set in a specific item. This is what we need to think again to pivot or put  this idea to the trash can, but we already know the factor to figure out and we can shape the  direction to the right way.

The lesson we have learned from this tool is we never know the truth about customer  decisions with our idea until we are testing in the real world. Without this tool, we might  spend a lot of money and wasting time. This is the best way to find a solution and to sharpen  our idea to solve the customer's pain point and get the real customer need. Our test has  shown us the result and we found the factor that impacts the big picture and makes  customers not buying the idea. So, we need to clarify and define the problem into the right  factor.

Approach

The learning launch tool is very effective in this test. So next time I would use these technics  because it helps us save time, save cost, and lead us in the right direction within the  beginning part not too late to fix it. We also study and understanding customer behavior  through this tool and using design thinking is remind me to start with the customer.

