Learning Launch

Challenge & Selection    Since the beginning of this year, our lives turn up in several changes. Firstly, my husband  was fired, and the pandemic makes us to enterprise a new business. Both of us have  been working in pharmaceutical. Companies, where the long-term launching plan, some  times have been established outside our country (Mexico); additionally, there are  sufficient data around the world in terms of units, values and growth fo specific diseases  and products. When the lockdown started in Mexico, we noticed that there were a lot of  products, which were turning essential like face masks, antibacterial hand gel, space  sanitation, body bags, disposable face shields, etc. As soon as it was possible, we started  to develop a virtual catalogue, and we spread it out. Fortunately, we began with sales to  factories which requires this kind of products, immediately. Furthermore, we noticed that  online sales increased considerably, so we developed a virtual shop with all of those  items, but we have to think about two challenges: 1. The pandemic, in a few months, will  be controlled by a vaccine, so our sales will decrease. 2. We have an open channel  strength which could increase sales with a different type of items before the pandemic will  finish.    Due to the lack of information to select new products for our online store, we will you the  learning launch tool.      Application    We selected our first launch product from the top seller new releases in different online  retail stores. After finding a reliable supplier, we order a small batch to do our learning  launch. We started with ads in two social networks Facebook and Instagram, selecting a  broader audience and interests as possible in the first step to avoid consumer target  assumptions. As a part of our research, before they buy, we offer an additional discount  if they take a quick survey where we can narrow the audience and consumer interests.  After they receive their product we invited them to our "Hundred Uses Challenge" that  consisted on posting their pictures of how they use the product and the most original  usage or photo will get a USD 100 card to spend in our online store.  The objective of this learning launch was to find consumer insights and not sales in this  first stage, so we had to continue for three weeks with the advertisement to have the  information needed to launch nationwide. The first two weeks, we decided to not  modifying the ad target, and in the third, we addressed to the consumer results to prove  that we were on the right track.      Insights & Approach    As a result of our Learning launch, we obtained very different consumer target as we  expected. We assumed that the new product would be bought by people who like grilling

and outdoor activities, but 80% of the sales came from someone looking for a gift, so our  user was right as we imagined but most of them they don't buy this articles for themselves.  In the first two weeks of our learning launch, we identified that 90% of consumers came  from women with interest in cooking and outdoor activities as they follow these pages.    Design thinking tools gave us the track to develop a strategy to find the measure between  the invest and ROI of our launches. Therefore, it showed us a path less uncertain; letting  our customer can give us their point of view despite the distance and our small research  investment.


Learning Launch Challenge & Selection Since the beginning of this year , our lives turn up in several changes . Firstly , my husband was fired , and the pandemic makes us to enterprise a new business . Both of us have been working in pharmaceutical . Companies , where the long - term launching plan , some times have been established outside our country ( Mexico ) ; additionally , there are sufficient data around the world in terms of units , values and growth fo specific diseases and products . When the lockdown started in Mexico , we noticed that there were a lot of products , which were turning essential like face masks , antibacterial hand gel , space sanitation , body bags , disposable face shields , etc . As soon as it was possible , we started to develop a virtual catalogue , and we spread it out . Fortunately , we began with sales to factories which requires this kind of products , immediately . Furthermore , we noticed that online sales increased considerably , so we developed a virtual shop with all of those items , but we have to think about two challenges : 1 . The pandemic , in a few months , will be controlled by a vaccine , so our sales will decrease . 2 . We have an open channel strength which could increase sales with a different type of items before the pandemic will finish . Due to the lack of information to select new products for our online store , we will you the learning launch tool . Application We selected our first launch product from the top seller new releases in different online retail stores . After finding a reliable supplier , we order a small batch to do our learning launch . We started with ads in two social networks Facebook and Instagram , selecting a broader audience and interests as possible in the first step to avoid consumer target assumptions . As a part of our research , before they buy , we offer an additional discount if they take a quick survey where we can narrow the audience and consumer interests . After they receive their product we invited them to our " Hundred Uses Challenge " that consisted on posting their pictures of how they use the product and the most original usage or photo will get a USD 100 card to spend in our online store . The objective of this learning launch was to find consumer insights and not sales in this first stage , so we had to continue for three weeks with the advertisement to have the information needed to launch nationwide . The first two weeks , we decided to not modifying the ad target , and in the third , we addressed to the consumer results to prove that we were on the right track . Insights & Approach As a result of our Learning launch , we obtained very different consumer target as we expected . We assumed that the new product would be bought by people who like grilling and outdoor activities , but 80 % of the sales came from someone looking for a gift , so our user was right as we imagined but most of them they do n't buy this articles for themselves . In the first two weeks of our learning launch , we identified that 90 % of consumers came from women with interest in cooking and outdoor activities as they follow these pages . Design thinking tools gave us the track to develop a strategy to find the measure between the invest and ROI of our launches . Therefore , it showed us a path less uncertain ; letting our customer can give us their point of view despite the distance and our small research investment .