Pretotyping - Ayla Matalon
Published on: Mar 4, 2016
Transcripts - Pretotyping - Ayla Matalon
PretotypingJeremy Clark, Alberto SevoiaMake Sure you are building the right ITbefore you build it Rightan important, but often neglected, step in innovation
Pretotyping (as in Pretendotyping) A pretotype is a mock-up of the intended product or service that can be built in minutes, hours or days instead of weeks, months or years. The art and science of pretotyping is aimed to help innovators: Identify the core feature and core experience of the new potential product. Decide what core features can – and should – be mocked-up (or dramatically simplified). Use mock-ups to systematically test and collect feedback and usage data. Analyze usage data to determine the next step.
Most New Products Fail Nielsen: 1st year success vs. pre launch expectations 24,543 new products 80% failure (failed, disappointed, cancelled) 41% : Lack of data to validate that product addresses a real market need
False Positive Webvan, late 90s raised $122+M, Goldman Sachs, Sequoia Capital Raised $375M in IPO, 1999 In total, raised over $1B Bankruptcy July 2001 Motorola’s Iridium satellite phone system ($6B for 66 satellites) Segway (~$180M in funding) Google Wave real time messaging platform (~$20-30M) “John Carter” by Disney (Cost $275M + $100M in marketing) New Coke, Pepsi Clear (est. $50M).
False Positive Gilat to Home Modu Queen’s Better Place
False NegativeSMSTwitterGoogleXerox PARC
Do they want it? Will they use it where they are? (Environment, context) Will they adapt in order to use it? (Behavior, switching) Will they use it if it looks like this? (Appearance) Will they use it if it does/does not do X? (Functionality) Will they buy it this way? (Channel) Will they buy it if it costs more than X? (Price)
Pretotype: Validate market appeal and actual usage of potential new product by simulating its core experience with the smallest possible investment of time and money
Close in spirit and practice to Eric Ries Lean Startup Movementand the practice of building the Minimum Viable Product (MVP),pretotyping isa way to test a product idea quickly and inexpensivelybycreating extremely simplified versions of that producttohelp validate the premise that "If we build it, they will use it.“
Pretotyping differs from prototyping prototyping pretotyping answer questions related to answer questions about the building the product: products appeal and usage: Can we build it? Would people be interested in it? Will it work as expected? Will they use it as expected? How cheaply can we build it? Will they continue to use it? .. How fast can we make it?
The Mechanical Turk (1770 - 1854 ) Automaton Chess Player By courtier Wolfgang von Kempelen (1734–1804) to Empress Maria Theresa Sapphire laser blade – Ed Mlasvky, Milk and Honey and High-Tech
IBM Speech to Text “Pretendotyping”
Palm Pilot GRiDPad,… too big Jeff Hawkins: Pinocchio prototype - wood and paper Palm Pilot Would I actually carry and use one? Pocket size …simulate core experience with minimal investment Insight to most useful functions (calendar, address book, to- do list, and note taker)
Fake Door Testing customers’ responses to different phrases or words (using online ads tied to specific search words) Links placed on websites (the clicks on which can be counted) Simple response forms (such as asking customers for an email address)Examples: Buy word (e.g. pretotype) and c if people click it “Register 4 our medical device workshop”
Pretotype: Make sure you are building the right it before you build it right