Plant   nursery   -   Learning   Launch   Tool   #4

1. Challenge:

Surrounding  ourselves  with  plants  has  a  positive  impact  on  us.  It  improves  our  mood,  reduces

the  negative  effects  of  stress  and  boosts  creativity.  However,  since  last  March  (when  the

lockdown  was  settled  here  in  Buenos  Aires,  Argentina  due  to  COVID)  our  customer,  a  local  plant

nursery  has  been  undergoing  a  continuous  fall  in  sales.  The  current  scenario  is:  the  shop  is

closed  (only  online  sales  are  available)  and  home  plant  maintenance  service  provided  has  to  be

cut   off.

I  work  as  a  consultant  for  startups,  small  &  medium  size  businesses  helping  them  to  find

tailor-made  solutions  to  their  problems.  In  this  case,  my  challenge  in  this  case  is  to  develop  and

test   ideas    that   help   them   to   recover   from   the   drop   in   sales.

2. Selection:

I  selected  #4  Learning  Launch.  It  is  a  tool  that  allows  us  to  do  experiments  (in  the  field)  that

must  be  fast  and  cheap  to  test  an  idea  (hypothesis).  Here,  we  already  have  a  business  running

that  is  losing  its  customers  and  we  need  to  get  out  and  talk  to  customers  very  very  quickly  (*).

Let's   see   next   how   the   tool   was   applied.

(*)    see   video   lecture   W4  Learning   launch   Tool   3:48   min

3. Application:

Possible    scenario:   Due   to   the   economic   crisis   derived   from   lockdown,   customers   cut   their    expenditures   on   non-essential   goods   (e.   g.   plants) .    Therefore   the   1st   Idea   was   to   bring   them    payment   facilities

Key

Assumption

Who?     How?     Time    Frame

Cost

#1   Offer    customers   to   pay    in   a   monthly    installments

Sales    departm  ent

select   a   small   group   of    customers   (30   out   of   220)    and   conduct   regular    interviews   to   collect   data

30   days     No   extra   cost   involved    (Interviews   were    conducted   during   the    working   day)

During   the   interviews   (video   call),   the   customers   had   the   chance   to   show   their   plants,   many   of    them   were   about   to   droop   (wither)   due   to   the   lack   of   maintenance   (   Remember   that   service    provided   by   the   plant   nursery    had   to   be   cut   off.   Customers   were   more   willing   to   express   their    need   of   having   a   maintenance   service   rather   than   hearing   any   installment   plan.

After   seeing   that,   the   idea   #1   was   disconfirmed   and   lead   to   #2

Key

Assumption

Who?     How?     Time    Frame

Cost

#2   Create   a    “Botanical   Clinic”    online   service   to    customers

Botanist     By   holding   video   calls   the    botanist   monitored   the    evolution   of   the   plants   and    applied   corrective   actions.    Also   designed   kits    ready-to-use   for   specific    plant   treatments

30   days     No   extra   cost   involved    (service   were   provided   by    the   botanist   of   the   plant    nursery)

4. Insight:

Regarding  to  the  challenge,  as  a  result  of  idea  #2  The  customers  feel  sure  that  the  money  they

spend  in  plants  would  not  go  to  the  “trash  can”  and  also  it  was  observed  an  increase  of  new

purchasing  orders.  It  is  important  to  emphasize  the  concept  of  insight  :  it  is  simply  the  point  that

leads   us   to   the   path   of   that   solution,   not   the   solution.

Regarding  to  Design  Thinking,  The  detected  insights  will  allow  us  to  know  the  need  or  key

problem  on  which  to  build  the  project  and  thus  seek  those  solutions  different  from  the  usual

ones.  As  it  is  an  element  of  deep  analysis,  the  innovation  carried  out  is  much  more  disruptive

and   transformative   than   the   one   achieved   when   we   base   on   the   apparent   needs   of   the   users.

5. Approach:

If  I  would  start  again,  I  would  do  something  different.  I  will  join  the  botanist  in  the  first  interview

(together  with  the  sales  person)  with  the  customer.  Why?  So  as  to  have  a  more  complete

understanding  of  the  situation  (  Remember  video  W4  Strategic  Opportunities:  “Diversity  of

perspective  and  experience  that  brings  with  it  the  potential  for  real  innovation”.  Also  it  is

important  to  keep  in  mind  the  concept  of  “co-create”:  People  who  are  different  from  one  another,

can   co-create   with   one   another.


Plant nursery - Learning Launch Tool # 4 1 . Challenge : Surrounding ourselves with plants has a positive impact on us . It improves our mood , reduces the negative effects of stress and boosts creativity . However , since last March ( when the lockdown was settled here in Buenos Aires , Argentina due to COVID ) our customer , a local plant nursery has been undergoing a continuous fall in sales . The current scenario is : the shop is closed ( only online sales are available ) and home plant maintenance service provided has to be cut off . I work as a consultant for startups , small & medium size businesses helping them to find tailor - made solutions to their problems . In this case , my challenge in this case is to develop and test ideas that help them to recover from the drop in sales . 2 . Selection : I selected # 4 Learning Launch . It is a tool that allows us to do experiments ( in the field ) that must be fast and cheap to test an idea ( hypothesis ) . Here , we already have a business running that is losing its customers and we need to get out and talk to customers very very quickly ( * ) . Let 's see next how the tool was applied . ( * ) see video lecture W4 Learning launch Tool 3:48 min 3 . Application : Possible scenario : Due to the economic crisis derived from lockdown , customers cut their expenditures on non - essential goods ( e. g. plants ) . Therefore the 1st Idea was to bring them payment facilities Key Assumption Who ? How ? Time Frame Cost # 1 Offer customers to pay in a monthly installments Sales departm ent select a small group of customers ( 30 out of 220 ) and conduct regular interviews to collect data 30 days No extra cost involved ( Interviews were conducted during the working day ) During the interviews ( video call ) , the customers had the chance to show their plants , many of them were about to droop ( wither ) due to the lack of maintenance ( Remember that service provided by the plant nursery had to be cut off . Customers were more willing to express their need of having a maintenance service rather than hearing any installment plan . After seeing that , the idea # 1 was disconfirmed and lead to # 2 Key Assumption Who ? How ? Time Frame Cost # 2 Create a “ Botanical Clinic ” online service to customers Botanist By holding video calls the botanist monitored the evolution of the plants and applied corrective actions . Also designed kits ready - to - use for specific plant treatments 30 days No extra cost involved ( service were provided by the botanist of the plant nursery ) 4 . Insight : Regarding to the challenge , as a result of idea # 2 The customers feel sure that the money they spend in plants would not go to the “ trash can ” and also it was observed an increase of new purchasing orders . It is important to emphasize the concept of insight : it is simply the point that leads us to the path of that solution , not the solution . Regarding to Design Thinking , The detected insights will allow us to know the need or key problem on which to build the project and thus seek those solutions different from the usual ones . As it is an element of deep analysis , the innovation carried out is much more disruptive and transformative than the one achieved when we base on the apparent needs of the users . 5 . Approach : If I would start again , I would do something different . I will join the botanist in the first interview ( together with the sales person ) with the customer . Why ? So as to have a more complete understanding of the situation ( Remember video W4 Strategic Opportunities : “ Diversity of perspective and experience that brings with it the potential for real innovation ” . Also it is important to keep in mind the concept of “ co - create ” : People who are different from one another , can co - create with one another .