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