PretoPractice Pretotyping MEMES

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1. come up with 10 or more crazy ideas
2. form 5-people groups and select one idea each the Law of Failure (80%)
3. identify the biggest assumptions implied
4. check what assets do you have to test these Launch
5. design a pretotyping experiment to test them
6. RUN the experiment! Failure in... Operations
7. what did you learn about the assumption? PREMISES ?
8. need to change it? what next?
How do I know?
PretoLearn AN D
Don't ask!
LITERALLY
4-hours hands-on SEMINAR L
G HT
8-hours hands-on WORKSHOP
H OU false positives
2-days Pretotyping RETREAT T
NEW - Pretotyping Camp &
- develop ideas with startups
false negatives
- experiment with Pretotyping

PretoPEOPLE PretoRESOURCES Run experiments. MANY ? ? ? ? ? ? ?

US - Alberto Savoia BOOKS

asavoia@gmail.com Pretotype it - lzn.me/pretotypeit Learning

?
@pretotyping Pretotype @ Work - lzn.me/patw

UK-EU - Leonardo Zangrando WEBSITES

Fail fast, t How
leonardo@pretotype.co.uk
pretotyping.org
@pretotypeCo
+44 747 208 1999 pretotype.co.uk
and LEARN
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v 0.2
Pretotyping
Cheat Sheet
Pretotype it!
"Make sure that you are building the right IT, before you build IT right"
IT
What's ? Idea on the Table Incredible Technology Innovative Tool
def. PRETOTYPING (verb) Validating the market appeal and actual usage of a potential
new product objectively and with the smallest possible investment of time and money.

Fake Door
A marketing entry point for an as-yet undeveloped
Launchrock Pretotyping seminars Pannolini no stress Pinocchio
An inanimate (or “dumb”) artifact acts as a proxy
IDEO Surgical Dissector Palm Pilot Google Glasses
WHERE WHY HOW WHAT

WHEN WHERE WHY HOW WHAT

Web service to create Will anybody sign up? Will mums buy a service Optimising useability What if it fit in my shirt's Should we superimpose
idea landing pages and Let's discover BEFORE for home delivery
for the real thing of a surgical tool pocket? Would I use it? a virtual image on all
Advertising a new product or feature then tracking track customers' we develop the content! of diapers? Using the proxy to validate certain parameters of the visual field?
the response rate to see who would be interested interest the product like form factor, features and usability
The solution doesn’t exist yet and you want to cap- The solution doesn’t exist yet and you want to
ture an initial indication of interest at next to 0 cost validate these parameter early on
Web tech enables a very robust method that includes: In the same real-life situation where the
online ads + landing pages + simple response forms innovation will be used
Same approach also with emails, offline posters and other media
Your solution requires a significant switching or behavioral
Your idea can be concisely described and presented to potential
WHEN

adaptation by customers to develop a new habit OR

customers where you would expect to find them and you are You expect demand to be sensitive to the appearance or form
confident you can manage the expectations of enthusiastic factor of your solution
customers by following up within an appropriate timeframe.

Mechanical Turk
Use human power to simulate a technology that
IBM Speech-to-Talk Amazon
Mechanical Turk
Presents Magic Wand oNE-nIGHT sTAND
A complete service experience without the
Fruit of The Loom Hackney Bike Racks Large US Retailer
HOW WHAT

WHEN WHERE WHY HOW WHAT

Will customers really Automated suggestions Pop-up store. Validate the Validate interest and use Will customers trade in
would take too much money or time to build use the Speech-to-Text Online marketplace for for presents based on
infrastructure required by a permanent solution ability to serve a different by cyclists and actual their white goods?
Delivering target customers the essential experience technology? human intelligence work receiver's profile delivering target customers the real experience profile of customers with influence on traffic.
of a proposed technology with a tiny fraction of the in an extremely narrow geo scope and time frame premium brand.
required development investment Avoiding investments for large infrastructures and
To postpone costly development until proven validating market interest and actual use
WHEN WHERE WHY

market interest In the same real-life situation where the innovation

In the same real-life situation where the innovation will be used but with limited time and geo scope
will be used The solution is - or depends critically upon - an interactive service
When the final product requires the development of experience OR You expect demand for the offer will be sensitive
to the choice of channel, and you need to test a number of
expensive and complex technology and those
possible customer interception points OR You want to validate a
actions and outputs could be simulated by humans large homogeneous market before scaling up

Impersonator
Using an existing product or service to pose
Tesla electric car
and Lotus Elise
Upwell Studio
and IKEA
Dog's Mineral Water Minimum Viable Product
The transition from pretotyping to prototyping
Pretotype it book An IPod Battery Pack The Treadmill Bike
WHEN WHERE WHY HOW WHAT

WHEN WHERE WHY HOW WHAT

Will customer buy Is there an audience Is it handy to use one? How is it like to run on
as the new offer under test Validating market Pretending the product mineral water for
of the eventual product for this content? a treadmill to propel
Applying a new skin to an existing product that can interest for a car that is from IKEA and "selling" their pets? Creating an artifact which delivers the core a bike????
act as a good substitute to validate market interest didn't exist yet. it in an IKEA store function(s) of the full solution
Save on development costs while the market you need to put the real product into customers’
interest is not validated yet hands in order to permit a fair test
In the same real-life situation where the innovation In the same real-life situation where the innovation
will be used will be used
A test of the value of the solution depends on the You have learned all you can about market demand from
customers’ ability to interact with a full-scale design simpler pretotypes (Fake Door, Pinocchio, Mechanical Turk,
One Night Stand, or Impersonator) and further insight requires a
and you need to create a plausible stand-in for the
deeper customer interaction with a functioning artifact
size, shape, color, features,etc. of the solution

CC-by-sa-3.0 Leonardo Zangrando 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.