Tool: Learning Launch - A learning launch is a carefully designed experiment or prototype designed to  test the key underlying value-generating assumptions of a potential new-growth initiative. In contrast to  a full new-product roll-out, a learning launch is a learning experiment conducted quickly and  inexpensively to gather market-driven data to determine whether a growth idea has enough merit to  warrant detailed investigation with the commitment of further time, people and resources.

Challenge: "They got a pain, a customer pain that your going to try and solve. They've got that specific  need that's causing the pain, and you've got an idea that meets that need or solves that need better  than the competition. That's what you think."

This is the fundamental reason behind learning launch.  If we feel we can convert that pain into pleasure  then the innovation would definitely be a success.  This is final and almost the testing phase of Design  Thinking for any business innovation. This tool helps us to identify if we are in the right direction.  This  works well if the closely held group identified by us is honest and forthright about their views.

I used this tool for the first time in my venture of homemade chocolate business. There is requirement  for healthy, homemade, low-calorie and customized chocolates in the market.  I collected all possible  qualitative and quantitative data about homemade chocolates and its preference in my neighborhood. I  created four groups where one group had children below 15 years, the second group, mothers who  were looking for a healthy snack for their kids, the third group was the calorie conscious adults and the  last group was the diabetic patients who loved sweets but could not eat them often. I did this to check  out if my myths about my chocolates and the fact that everyone would love it was true.

Selection:  "The purpose of a learning launch is to get the truth and then the truth either confirms or  dis-confirms your assumptions."

I had assumed that people would jump at the very idea of homemade chocolates and combinations of  different flavors would satisfy all the potential customers.  After interaction with different groups I  realized that all chocolate lovers have different needs for chocolates.  "One size fits all" concept would  not work well here because the branded chocolates in the market were already doing that.  My idea was  to meet the individual needs of the chocolate lovers in my neighborhood.

The first group with kids below 15 years liked white chocolate and milk chocolate.  They do not prefer  dark chocolates or chocolates with nuts. The second group of mothers wanted a healthy snack for kids  wanted less sugar and more dry fruit contents.  The third group which consisted of calorie conscious  adults preferred chocolates in smaller sizes with lesser weight.  The last group was the diabetic patients  who loved chocolates but were forbidden from eating them, wanted chocolates with less sweet content  and to include low-glycemic natural sugar substitutes in the chocolates.

Application:  "Confirming facts are facts which basically give you some confidence. That the idea's worth  continuing with. Disconfirming facts are facts which says the idea is not that good."

In my case the confirming fact was all groups liked the idea of homemade chocolates that were made  fresh and with selected good ingredients. So I wanted to continue with my new business idea of making  homemade chocolates and selling it in my neighborhood.  The disconfirming facts were, everyone would  prefer all types of chocolates, it is only the flavors that mattered, and people would buy it irrespective of  its size and weight.  These myths were busted and I realized that there are different needs for different  people and customizing chocolates according to their needs would improve my business to grow. I  started to collect data based on different demographic categories and their preferences.

Insight:  "If the three of us are a team, and we go out, and we see and observe something, you will see  something different than me. Because my cognitive processes will prevent me from seeing things which  I don't believe or know, and yours will do the same to you."  I assumed and believed that everyone will appreciate all chocolates and my new business will be off to a  jump start. I never imagined that different people would have different preferences and only after the  learning launch experiment I learn it.  The series of small moves that allowed me to gather data to test  whether or not these assumptions turn out to be true as I launch the product. Critical here is getting  samples tested in the market with prospective customers as early as possible.

Approach: I decided to carry forward the idea based on my findings after refining and improving it as  necessary. I would have shelved it if results suggest people were not open to buying non branded  homemade chocolates and it is unlikely to succeed.

After I did enough research through the learning launch to assure myself of the sound acceptance of the  new idea, I will move to roll-out the idea in a larger scale. At this stage, I have deciphered the recipe for  success and am confident about my new business idea.


Tool : Learning Launch - A learning launch is a carefully designed experiment or prototype designed to test the key underlying value - generating assumptions of a potential new - growth initiative . In contrast to a full new - product roll - out , a learning launch is a learning experiment conducted quickly and inexpensively to gather market - driven data to determine whether a growth idea has enough merit to warrant detailed investigation with the commitment of further time , people and resources . Challenge : " They got a pain , a customer pain that your going to try and solve . They 've got that specific need that 's causing the pain , and you 've got an idea that meets that need or solves that need better than the competition . That 's what you think . " This is the fundamental reason behind learning launch . If we feel we can convert that pain into pleasure then the innovation would definitely be a success . This is final and almost the testing phase of Design Thinking for any business innovation . This tool helps us to identify if we are in the right direction . This works well if the closely held group identified by us is honest and forthright about their views . I used this tool for the first time in my venture of homemade chocolate business . There is requirement for healthy , homemade , low - calorie and customized chocolates in the market . I collected all possible qualitative and quantitative data about homemade chocolates and its preference in my neighborhood . I created four groups where one group had children below 15 years , the second group , mothers who were looking for a healthy snack for their kids , the third group was the calorie conscious adults and the last group was the diabetic patients who loved sweets but could not eat them often . I did this to check out if my myths about my chocolates and the fact that everyone would love it was true . Selection : " The purpose of a learning launch is to get the truth and then the truth either confirms or dis - confirms your assumptions . " I had assumed that people would jump at the very idea of homemade chocolates and combinations of different flavors would satisfy all the potential customers . After interaction with different groups I realized that all chocolate lovers have different needs for chocolates . " One size fits all " concept would not work well here because the branded chocolates in the market were already doing that . My idea was to meet the individual needs of the chocolate lovers in my neighborhood . The first group with kids below 15 years liked white chocolate and milk chocolate . They do not prefer dark chocolates or chocolates with nuts . The second group of mothers wanted a healthy snack for kids wanted less sugar and more dry fruit contents . The third group which consisted of calorie conscious adults preferred chocolates in smaller sizes with lesser weight . The last group was the diabetic patients who loved chocolates but were forbidden from eating them , wanted chocolates with less sweet content and to include low - glycemic natural sugar substitutes in the chocolates . Application : " Confirming facts are facts which basically give you some confidence . That the idea 's worth continuing with . Disconfirming facts are facts which says the idea is not that good . " In my case the confirming fact was all groups liked the idea of homemade chocolates that were made fresh and with selected good ingredients . So I wanted to continue with my new business idea of making homemade chocolates and selling it in my neighborhood . The disconfirming facts were , everyone would prefer all types of chocolates , it is only the flavors that mattered , and people would buy it irrespective of its size and weight . These myths were busted and I realized that there are different needs for different people and customizing chocolates according to their needs would improve my business to grow . I started to collect data based on different demographic categories and their preferences . Insight : " If the three of us are a team , and we go out , and we see and observe something , you will see something different than me . Because my cognitive processes will prevent me from seeing things which I do n't believe or know , and yours will do the same to you . " I assumed and believed that everyone will appreciate all chocolates and my new business will be off to a jump start . I never imagined that different people would have different preferences and only after the learning launch experiment I learn it . The series of small moves that allowed me to gather data to test whether or not these assumptions turn out to be true as I launch the product . Critical here is getting samples tested in the market with prospective customers as early as possible . Approach : I decided to carry forward the idea based on my findings after refining and improving it as necessary . I would have shelved it if results suggest people were not open to buying non branded homemade chocolates and it is unlikely to succeed . After I did enough research through the learning launch to assure myself of the sound acceptance of the new idea , I will move to roll - out the idea in a larger scale . At this stage , I have deciphered the recipe for success and am confident about my new business idea .