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What do you get when you cross a <a href="https://medicha-jp.com/">meditation retreat</a>, a child-care center, and a karaoke bar? A day full of analogous research in Tokyo!Dell Dela Torre and Grace Aldas are two Entrepreneurs-in-Residence (EIRs) working with us at Moon to develop their concept for Inna Circle (previously MOM247), a community that seeks to reduce the stressors of everyday motherhood. After weeks of interviews which took place across Singapore, Manila and Tokyo, we found that the biggest pain points for new moms are physical isolation and the difficulty finding places where their children are taken care of so that they could spend a little time focusing on themselves.To learn how these spaces work and what makes a space welcoming to mothers and their children, we set off to find comparable examples that already exist in the world. This is the heart of analogous research: knowing that there is an existing solution that you can learn from and apply to your problem. In this way, analogous research embraces the practice of genchi genbutsu – seeing real people to better understand a problem and possible solutions.<img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/MOM_247_Research_e9736ebe48.jpg" alt="MOM247+Research.jpg">To find out how to create a space where moms could feel safe and relaxed, we visited a meditation center. This visit revealed the importance of a well-trained host who could guide guests and create an environment of trust and peace of mind.Our next visit was to a <a href="https://shibuya-city-neuvola.tokyo/facility/coshibuya/">government-run child-care center</a>, where we learned how moms interact with each other when they have a worry-free place for their kids to playTo get an idea of the kind of environment both kids and adults enjoy, we visited a karaoke bar that catered to moms. We found out that the most important features were soundproofing, fall-proof surfaces, and adult food and beverages. &nbsp;These analogs gave us new ways to look at our users, further understand their pain points, and design better solutions. Inna Circle is not trying to build a meditation center, a day care, or a karaoke bar, but there is a lot to learn from these places about designing welcoming and worry-free environments specifically for moms. Analogous research reminds us that the solution often already exists for a different user or problem. Our job as innovators is to practice genchi genbutsu in unexpected places and apply it in unprecedented ways.Linda Pantale&nbsp; Program Manager&nbsp; <a href="mailto:linda@mooncreativelab.com">linda@mooncreativelab.com</a><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/MOM_247_Team_8ead5ad506.jpg" alt="MOM247+Team.jpg">

In this article, we share experiences from Space Camp, a program that prepares entrepreneurs at Moon Creative Lab, which supports new business creation at Mitsui &amp; Co.<hr>In this article, you will learn about:<ol><li>How Moon entrepreneurs begin their journey</li><li>Exploring your problem space</li><li>How to prepare for the inevitable</li></ol><hr><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Moon_Creative_Lab_Space_Camp_287e026290.png" alt="Moon+Creative+Lab+Space+Camp.png">When you set out to embark on your next journey, it’s likely you’ve been preparing ahead of time – &nbsp;a future trip, new job, or moving to a new city. For budding entrepreneurs, it’s no different when they begin their entrepreneur journeys building their first ventures with Moon Creative Lab.Before ideation sessions, prototype builds, and a minimum viable product (MVP) rollout, Entrepreneurs-in-Residence (EIRs) must complete Space Camp, an intensive three-week program that aims to prepare them for their new roles at Moon. Imagine stepping into a CEO or founder’s shoes for the very first time. It’s a huge role to fulfill! Space Camp’s mission is to address some of the biggest challenges entrepreneurs face not only with their ventures, but as their personal roles transform with profound responsibility. &nbsp;Space Camp gives EIRs a range of experiences and courses, from the transformative (“Life on the Moon”) to the exploratory (“Problem Identification and Design”) to the casual (“Coffee Chat with Moon Mates”). Held by people from the Moon Operating Team including executives, program managers, designers, and other facilitators, Space Camp allows members of the new venture team to get to know one another, and helps EIRs align their team and take the next big step towards bringing their ideas to the world.Throughout their time in Space Camp, EIRs learn by doing, failing, and trying again. Yes, we said failing! Failing and trying again is what the entrepreneur journey is all about. EIRs learn how to collaborate effectively to cultivate their leadership skills, take a deep look into problem spaces, understand concept definition, and learn how to communicate their ideas clearly to future committees – all foundational knowledge needed to begin their ventures.<figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Inna_Circle_Space_Camp_268e9971b6.jpeg" alt="Inna+Circle+Space+Camp.jpeg"><figcaption>Dell Dela Torre and Grace Aldas, EIRs of Inna Circle</figcaption></figure><h3>The First Step In Entrepreneurs’ Journeys</h3>For two of our newest ventures, Space Camp was a valuable introduction to the world of entrepreneurship and startups. For Dell Dela Torre and Grace Aldas, EIRs of <a href="https://www.theinnacircle.com/">Inna Circle</a> (previously called MOM 247)– a service that aims to support mothers by addressing the stressors of motherhood and offers high-quality childcare – Space Camp helped them better understand the startup industry, something they were unfamiliar with in their previous roles. “In Space Camp, we learned about past and existing ventures at Moon, the diverse working culture, a better understanding of what design-thinking is and how to apply it, reflecting on what leadership means, and pivots,” recalls Dell. For Hiro Narihaya, EIR of Pioneer Guild – a service that helps make career paths visible and available through planning and mentorship – it was helpful to learn “the practical know-how of startups and ventures, how people start off, and the first steps.”<figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Spring_Terrace_Oct_22_8_3d4e3d7573.jpg" alt="Hiro Narihaya, EIR of Pioneer Guild"><figcaption>Hiro Narihaya, EIR of Pioneer Guild</figcaption></figure><h3>Identifying Problems and Widening Perspective</h3>Space Camp gives EIRs insight into the demands of new business creation, especially when it comes to identifying the problems they aim to solve within their ventures. For Dell and Grace, they had their minds set on their original idea they had pitched to the Moon Committee back in November. But after attending Space Camp, it gave them a wider perspective and encouraged them to look at their idea in a new way. “We were able to step back and assess the problem we wished to solve and the possible solutions we can test,” Grace says. With a wider perspective, the pair started to realize their ideas might be reshaping. “We have a more open mind now in terms of exploring more value propositions and concepts, beyond what we initially planned,” Dell adds.<blockquote>&nbsp;“We have a more open mind now in terms of exploring more value propositions and concepts, beyond what we initially planned.” – Dell Dela Torre</blockquote>Looking deeper into the problem space also helped Hiro of Pioneer Guild rethink his original idea, too. “Before, I focused on the space I was originally thinking of, but now I can cast light to the spaces from different angles amplified by the diverse Moon capabilities, and advance my ideas.” Hiro expressed how inspired he was by Space Camp, which gave him a better idea of where he wants to take his venture moving forward. “Space Camp was a great opportunity for me to reflect on myself and how I want to be in the future, where I want to go, and that inspired me to want to go further” he says.&nbsp;<blockquote>&nbsp;“Before, I focused on the space I was originally thinking of, but now I can cast light to the spaces from different angles.” – Hiro Narihara</blockquote><h3>Preparing for the Inevitable</h3>An unavoidable part of any journey is unpredictability. Things are bound to change and might not always go as planned, and that’s okay. The lesson here is the willingness to adapt to change when faced with adversity. Space Camp teaches EIRs that this is an incredibly valuable skill and part of the entrepreneur journey. Dell and Grace, who are well underway with their venture Inna Circle, have been able to remain open to change. “Pivots are inevitable. We have to embrace it and learn to navigate it. Although we are still in the early stages of incubation, we started seeing potential pivots coming in our direction,” Dell says.Because of Space Camp, Hiro has reframed his thinking to stay prepared for the unknown. Knowing that not every step of the way will be smooth, he keeps his mind open for the journey going forward and is ready to learn from experience and inevitable setbacks. “There is no right answer. I need to dispose of the fixed mindset and instead be flexible to survive on this journey. I know there will be a lot of failure, rejection, and disappointment. To survive that disappointment, I need to learn from failure in a positive way. That’s the necessary part. That’s going to be my armor that will get me through this big ocean of unknowns to my destination.”&nbsp;<blockquote>“There will be a lot of failure, rejection, and disappointment. To survive that disappointment, I need to learn from failure in a positive way. That’s the necessary part.” – Hiro Narihara</blockquote>Key Takeaways:<ul><li>Expand your perspective. Looking beyond your initial solution to the wider problem space can offer valuable insight, which in turn can help paint a better picture of your businesses’ direction and core purpose.</li><li>Unpredictability is inevitable. Remaining open to change and realizing that every moment is a valuable lesson is an essential part of the entrepreneur’s mindset.</li></ul>To learn more about Inna Circle be sure to follow <a href="https://www.theinnacircle.com/">https://www.theinnacircle.com/</a>We also plan to share more updates here on Moon Stories for Pioneer Guild!&nbsp;

<h3>Key Learnings</h3><ul><li>Rapid testing is necessary when beginning a venture.</li><li>When something isn’t working, reiterate and pivot.</li><li>User testing is crucial to finding your venture’s direction.</li></ul><figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Dell_bae8f30afe.jpg" alt="Dell.jpg"><figcaption>Dell dela Torre, co-founder of Inna Circle</figcaption></figure>Moon Venture Inna Circle is an online child care matching service created by Grace Aldas and Dell dela Torre, two women who faced struggles as new mothers in the Philippines. Looking for a community to help address common struggles that come up when raising a child, Grace and Dell created Inna Circle to help themselves and others throughout new parenthood in the Philippines and across South East Asia.Being a modern mother today can truly be challenging. Balancing a full-time job and managing a household is no easy feat. New mothers Grace and Dell did not want to have to choose between their careers and ensuring their children received proper care. As full-time employees of Mitsui, they found themselves in this predicament during the COVID-19 pandemic. Attending regular work meetings, juggling daily tasks, and having to homeschool kids – all while trying to find time to work on Inna Circle – was an overwhelming daily routine for both of them. To help Grace and Dell achieve their vision for Inna Circle during this challenging time, I joined their team when they started incubation at Moon.&nbsp; Their original idea was to develop a product or service that could support working mothers, providing them with some peace of mind while reducing the stress of juggling child care and work. Our initial focus was to address the most pressing issues many mothers face: finding a peaceful balance between focusing on work and the duty of taking care of their kids.<figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Inna_Circle_group_c6bf31d65d.jpg" alt="Inna Circle group.jpg"><figcaption>The Inna Circle team</figcaption></figure><h3>Adapting to Challenges</h3>Both joining Moon Creative Lab and building a product from the ground up were unique and challenging experiences for Grace and Dell. They had to quickly adapt to changes in mindset, working style, and business environment that were quite different from their regular day jobs. We also felt the challenge of managing our time wisely as we stretched across different time zones, putting pressure on when we could meet on Zoom calls and work together as a team.Another challenge the team faced was during the product-definition phase. We initially had a concept to provide child care sessions to help mothers gain more personal free-time. We tested this by running a three-day child care pop-up in Manila and followed these sessions with user interviews to help us better understand expectations. We soon learned that this concept would be difficult to scale because building a space takes a lot of time and resources, especially when compared to building something digitallyThis led the team to reevaluate our approach and focus on the core problem mothers faced: the desire to work on their personal endeavors while ensuring their children were well taken care of. &nbsp;<h3>Becoming Our Own Customers</h3>With these results, the team regrouped and came up with a new product idea: a digital platform for booking caretakers, or “childminders,” whenever needed. However, this idea presented its own challenge of differentiating itself from existing child care services in the Philippines. Through interviews, we discovered that many interviewees had already hired caregivers at home but were dissatisfied with their quality, leading to trust issues. Mothers felt that many caregivers lacked proper education and qualifications, and were given the position out of necessity.This revelation provided valuable insight on how to position Inna Circle services and win the market: by offering high-quality childminders who could benefit both mothers and children.Before committing fully to this new product direction, Grace and Dell tested the service by becoming their own customers and also acting as childminders for other mothers. The results were highly positive, with mothers expressing satisfaction and the ability to focus on other important tasks. &nbsp;<h3>International Growth Challenges</h3>Another significant challenge, perhaps the most substantial one, was that Inna Circle marked Moon's first venture outside of Japan with real customers ready to pay for the service. However, the team ran into some complex legal barriers regarding international payment business models when they officially launched.After extensive effort and communication, Grace and Dell managed to navigate these financial barriers and were finally ready to launch Inna Circle in Manila. The entire process was arduous, but it provided valuable lessons in dealing with business licenses internationally and how to support global ventures in the future.<figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Dell_and_Grace_ffee39ac55.jpg" alt="Dell and Grace.jpg"><figcaption>Grace Aldas and Dell dela Torre, founders of Inna Circle</figcaption></figure><h3>Lessons Learned</h3>The experience of rapid testing, quick decision-making, and agile pivoting became valuable lessons for Grace, Dell, and the entire team. As a designer, I learned the significance of user testing and encouraged the team to change direction when necessary.Grace and Dell also learned the importance of directly engaging with users, adopting a human-centered approach, and embracing the concept of rapid iteration and pivoting when something isn’t working. They pushed themselves outside of their comfort zones to connect with the startup industry in the Philippines and engage with potential business partners – experiences that were entirely new to them.On a personal level, building a business alongside Grace and Dell has been an incredibly valuable learning experience. From directly interacting with customers (mothers and childminders) and experimenting scrappily with limited resources, we truly ran like a startup. And it all resulted in us achieving our goals and learning the most from our users. Our process involved continuous learning, testing, pivoting, building quickly, and validating our market. It was crucial to remain honest about what is working, what isn't, identifying obstacles, and not being afraid to ask for help.Inna Circle serves as an ideal role venture model that others can learn from. The service already boasts at least 120 bookings per month, a number that is still increasing to this day. The team launched a new landing page at the end of August with improved access to the booking platform, resulting in an increase in the number of users and childminders in the service pool. &nbsp;What’s NextInna Circle is still in the process of growing its business in the Philippines. The next big step is pursuing B2B collaborations with large companies (over 2,000 employees) in the Philippines.Learn more about Inna Circle at <a href="https://www.theinnacircle.com/">theinnacircle.com</a> and stay connected through their <a href="https://www.facebook.com/InnaCircle.ph">Facebook</a> and <a href="https://www.instagram.com/innacircle.ph/">Instagram</a>.&nbsp;&nbsp;Yo Yeh, Senior Designer<img class="image_resized" style="width:25%;" src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Moon_Creative_Lab_Yo_2_1_1_e61332b6a9.jpg" alt="Moon Creative Lab_Yo_2 (1) 1.jpg">

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<h3>Mission</h3>Build a trustworthy partner through innovation that provides a strong support system for every woman navigating motherhood in the 21st century.<h3>Challenge</h3>It takes a village to raise a child, yet so many mothers still feel like they are raising their children alone. Most child care, education, and entertainment focuses on children only. There is a lot at stake in motherhood and it can be overwhelming. Every mother needs deep-seeded empathy and a strong support system, especially for first-time mothers. In most cases, a mother’s mental health is often neglected due to stigma and pressures from society. There is a great need to create a community that speaks specifically to the needs and realities of life during motherhood.<h3>Solution</h3>Inna Circle supports moms by addressing the stressors of motherhood and providing a place for them to connect and relax over high-quality child-care. By connecting mothers, Inna Circle makes it easier to talk about the challenges experienced during motherhood in a safe and supportive environment. These challenges are intimately connected to their identity and home and it’s important that MOM247 focuses its importance on cultural and contextual specificity. Inna Circle will first launch in the Philippines because of the personal ties the EIRs have here. About US

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A platform focused on providing mothers a safe community to connect and support each other.

母親同士がつながり、サポートし合える安全なコミュニティを提供するプラットフォーム

A platform focused on providing mothers a safe community to connect and support each other.

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