the Law of Failure (80%)

Failure in...LaunchOperationsPREMISES

How do I know?Don't ask!LITERALLY

false positives&

false negatives

Run experiments. MANY

Fail fast,and LEARN ?

Pretotyping MEMES

BOOKSPretotype it - lzn.me/pretotypeitPretotype @ Work - lzn.me/patw

WEBSITES

pretotyping.orgpretotype.co.uk

THOUGHTLAND

? ? ? ? ? ? ?

t

Learning

How

1. come up with 10 or more crazy ideas2. form 5-people groups and select one idea each3. identify the biggest assumptions implied4. check what assets do you have to test these5. design a pretotyping experiment to test them6. RUN the experiment!7. what did you learn about the assumption?8. need to change it? what next?

PretoPractice

PretoLearn4-hours hands-on SEMINAR8-hours hands-on WORKSHOP2-days Pretotyping RETREATNEW - Pretotyping Camp - develop ideas with startups - experiment with Pretotyping

PretoPEOPLEUS - Alberto Savoiaasavoia@gmail.com@pretotyping

UK-EU - Leonardo Zangrandoleonardo@pretotype.co.uk@pretotypeCo+44 747 208 1999

PretoRESOURCES

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PretotypingCheat Sheet v 0.2

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Pretotype it!"Make sure that you are building the right IT, before you build IT right"

Idea on the TableWhat's IT? Incredible Technology Innovative Tool

PRETOTYPING (verb) Validating the market appeal and actual usage of a potentialnew product objectively and with the smallest possible investment of time and money.def.Pinocchio IDEO Surgical Dissector

Optimising useabilityof a surgical tool

Using the proxy to validate certain parameters of the product like form factor, features and usability

Palm Pilot

What if it fit in my shirt'spocket? Would I use it?

Google Glasses

Should we superimposea virtual image on all

the visual field?

An inanimate (or “dumb”) artifact acts as a proxy for the real thing

The solution doesn’t exist yet and you want tovalidate these parameter early on

In the same real-life situation where theinnovation will be usedYour solution requires a significant switching or behavioral adaptation by customers to develop a new habit ORYou expect demand to be sensitive to the appearance or form factor of your solution

WHA

TH

OW

WH

YW

HEN

WHE

RE

oNE-nIGHT sTAND Fruit of The Loom

Pop-up store. Validate theability to serve a differentprofile of customers with

premium brand.delivering target customers the real experiencein an extremely narrow geo scope and time frame

Hackney Bike Racks

Validate interest and useby cyclists and actual

influence on traffic.

Large US Retailer

Will customers trade intheir white goods?

A complete service experience without theinfrastructure required by a permanent solution

Avoiding investments for large infrastructures andvalidating market interest and actual use

In the same real-life situation where the innovationwill be used but with limited time and geo scopeThe solution is - or depends critically upon - an interactive service experience OR You expect demand for the offer will be sensitiveto the choice of channel, and you need to test a number of possible customer interception points OR You want to validate a large homogeneous market before scaling up

WHA

TH

OW

WH

YW

HEN

WHE

REMinimum Viable Product Pretotype it book

Is there an audiencefor this content?

Creating an artifact which delivers the corefunction(s) of the full solution

An IPod Battery Pack

Is it handy to use one?

The Treadmill Bike

How is it like to run ona treadmill to propel

a bike????

The transition from pretotyping to prototypingof the eventual product

you need to put the real product into customers’hands in order to permit a fair test

In the same real-life situation where the innovationwill be usedYou have learned all you can about market demand fromsimpler pretotypes (Fake Door, Pinocchio, Mechanical Turk, One Night Stand, or Impersonator) and further insight requires adeeper customer interaction with a functioning artifact

WHA

TH

OW

WH

YW

HEN

WHE

RE

Fake Door Launchrock

Web service to createlanding pages and

track customers'interest

Advertising a new product or feature then tracking the response rate to see who would be interested

Pretotyping seminars

Will anybody sign up?Let's discover BEFORE

we develop the content!

Pannolini no stress

Will mums buy a servicefor home delivery

of diapers?

A marketing entry point for an as-yet undeveloped idea

The solution doesn’t exist yet and you want to cap-ture an initial indication of interest at next to 0 cost

Your idea can be concisely described and presented to potential customers where you would expect to find them and you are confident you can manage the expectations of enthusiastic customers by following up within an appropriate timeframe.

Web tech enables a very robust method that includes:online ads + landing pages + simple response formsSame approach also with emails, offline posters and other media

WHA

TH

OW

WH

YW

HEN

WHE

RE

Mechanical Turk IBM Speech-to-Talk

Will customers reallyuse the Speech-to-Text

technology?Delivering target customers the essential experience of a proposed technology with a tiny fraction of the required development investment

AmazonMechanical Turk

Online marketplace forhuman intelligence work

Presents Magic Wand

Automated suggestionsfor presents based on

receiver's profile

Use human power to simulate a technology thatwould take too much money or time to build

To postpone costly development until proven market interest

In the same real-life situation where the innovationwill be usedWhen the final product requires the development of expensive and complex technology and those actions and outputs could be simulated by humans

WHA

TH

OW

WH

YW

HEN

WHE

RE

Impersonator Tesla electric carand Lotus Elise

Validating marketinterest for a car that

didn't exist yet.Applying a new skin to an existing product that canact as a good substitute to validate market interest

Upwell Studioand IKEA

Pretending the productis from IKEA and "selling"

it in an IKEA store

Dog's Mineral Water

Will customer buymineral water for

their pets?

Using an existing product or service to poseas the new offer under test

Save on development costs while the marketinterest is not validated yet

In the same real-life situation where the innovationwill be used

A test of the value of the solution depends on thecustomers’ ability to interact with a full-scale design and you need to create a plausible stand-in for the size, shape, color, features,etc. of the solution

WHA

TH

OW

WH

YW

HEN

WHE

RE

This work is licensed under the Creative Commons Attribution-ShareAlike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 444 Castro Street, Suite 900, Mountain View, California, 94041, USA.CC-by-sa-3.0 Leonardo Zangrando