Pretotyping

Crash Test Your Idea…

Who am I ?

André De Sousa

Agile Coach / Lean Startup Coach / Valtech Trainer

7+ years of Agile Exp.

1 Failed Startup (2010)

1 Twitter : @_adesousa

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Who conceived pretotyping ?

Alberto Savoia, PretotypeLabs

Co-Founder (Ex-Engineering Director at Google)

Jeremy Clark, PretotypeLabs Co-Founder

(Ex. FXX inc. CEO)

Patrick Copeland, (Senior Engineering Director atGoogle)

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Doing Well (Build the thing right / Agile) is not enough

Some stats…

80-90% new products fail in the market [1]

4/5 startups lose funder’s money [2]

90% mobile apps don’t produce money

78% project disappear within 4 years

16% to 50% strategic projects are abandoned [3]

47% companies estimates 50% of projects fail [3]

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[1] Robert Cooper, Winning at New Products[2] Shikhar Ghosh (Harvard Business School)[3] l'Observatoire des projets (France, 2011)

Even the « best » are no exception

Developed and operated by Apple

Launched in 2010 September 1st

Apple officially closed the service in 2012 September 30, and replaced it by Facebook and Twitter integration

Google Wave real time messaging platform (~20-30Mln $).

Lego Universe - Massive MultiplayerOnline Game (MMOG)

Launched in 2010 October 26

Closed in 2012 December 31

Cost (~50Mln $).

5Source : Elalami Lafkih

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Source: Ash Maurya

La loi de l’échec

Most of new ideas fail.

Even though they are very wellexecuted.

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“ ”

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Pretotyping

Make sure you are creating the right product before creating it right.

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“

”

If I had asked my customers

what they wanted, they

would have asked for a

faster horse.

Henry Ford

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How do I know if I have the right idea?

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Do not ask ever, ever!!

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The world of

opinions

If I were you…

The better

way is to…

Super

produit !!

THIS IS

USELESS !

How do I know if I have the right idea?

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Idea

+

Opinions

=

Uncertainty

In the world of opinions, each idea could be a winner

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Someone knows one of these companies?

In the world of opinions, each idea could be a winner

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False Positive

In the world of opinions, each idea could be a loser

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In the world of opinions, each idea could be a loser

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False negative

Sortez du monde des opinions rapidement

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Opinions -> Datas

Questions -> Actions

Ideas -> Pretotypes

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What is the Pretotyping ?

IBM Speech-to-Text project

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$$$$$

Dear Mr

Jones,

In reply to

your letter, I

…

Source : Elalami Lafkih

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In your opinion, good or bad idea ?

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And How does the system works ?

This was the IBM « Speech-to-Text » pretotype

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Dear Mr

Jones,

In reply to

your letter,

I …

Source : Elalami Lafkih

IBM Speech-to-Text project

IBM’s vision about their customers

« We like the idea of speech-to-text and we’re gonna pay a lot of $$ for the product if it’s GOOD ! »

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BeforePretotyping

tests

Source : Elalami Lafkih

AfterPretotyping

tests

Fail fast and cheaper

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Compulsion tocontinue at all costs

InvestedTime

Minutes Hours Days Weeks Months Years

Source : Elalami Lafkih

Pretotyping effect: Fail fast and test more

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WithoutPretotyping

WithPretotyping

TestedIdeas

SlowFailures

FastFailures

Successes

Alberto Savoia (Google)

Law of Failure (9/10 products fail), How to manipulate it …

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Palm Pilot Experience

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Pretotyping vs Prototyping : Realize the good product

Prototype : Investment in weeks / months

Can we do it ?

Will it work as planned ?

Deliverable: functional prototype

Pretotype : Investment in hours/ days

Users are gonna use it as planned ?

Users will continue to use it ?

Deliverable: Prototype to probe customer

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Pretotyping – The other definition

Pretotyping

verbe: Validating the market appeal and actual usage of a potential new product objectively by simulating its vital features "Core Experience" with the smallest possible investment of time and money

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Pretotyping

Practices

Pretotype #1 : Mechanical Turk

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Pretotype #2 : Pinocchio

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Pretotype #3 : Fake Door

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Pretotype It

www.pretotypeitbook.com

The official book on pretotyping

by Alberto Savoia. Only $20.00

Pretotype #4 : MVP

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Minimum

Viable

Product

Pretotype #5 : Provincial

36Source : Elalami Lafkih

Le IIL et le RIL

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Market Sample

(~ 100 à 1000)

ILI : Initial Level of Interest

OLI : Ongoing Level of Interest

R1 (week 1)

R2 (week 2)

R3 (week 3)

I Initial

S ( Sample)

Target

Market

Time

Source : Elalami Lafkih

Case Study: Bob’s Rate This Plate App

Let’s assume that Bob is a nutritionist who wants to create a mobile app that analyzes a photo of a meal and returns a nutritional analysis and some kind of score from

A: “Healthy and nutritious” to "F: fast food »

Let’s call this product the Bob’s Rate This Plate app

38 Source: Pretotype it, Alberto Savoia.

Step #1

Validate certain assumptions, constraints of use by personal experimentation

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Step #2 : The Supa dupa cheap, Lowtech, Mechanical Turk

Since Bob is a nutritionist and he has over 500 clients, he can ask a few of his clients (say, 50 of them, about 10%) if they’d be interested in participating in a one month experiment

Dear Mary,Thank you for helping me test Rate This Plate:Here are your ratings for today:

Breakfast:F (eggs and bacon, c’mon you know better than that)Lunch:B (salad good, blue cheese dressing bad)Dinner:A- (chicken and veggies looked healthy, but you get a minus for that)

Please try to eat some fruits and veggies for the next few meals.Sincerely,Bob

Let’s say that 30 (out of 50) of Bob’s clients agree to do the experiment (ILI = 30/50, or 60%)

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Step #3 : OLI

"Hey Bob, can you send me my average GPA?"

"If I forget to take a photo can I just send you a description of my meal?"

"Can you send me a menu for each day that will guarantee me an ‘A’?"

"Bob, I don’t have good phone reception in our cafeteria, it sucks that I have to go outdoor to email you the photo – while my food gets cold."

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Week Active (out of 30) Photos received

1 28 234

2 24 298

3 22 268

4 22 172

Step #4 : And profitability ?

Are people who have experienced the free app from Bob would pay for this service?

How would they be willing to pay $10 a month? $30 per month?

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Bob’s app : The end

With the help of a student, paid $15/h, Bob could make a profit of $4 per patient.

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2

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$30

/M

$10

/M

450 remaining customers of Bob

100 Customers

Non-exhaustive list of tools to pretotype #1

Paper, wood, etc…

Palm Pilot pretotype is an excellent example of the way you can test a concept and the use of a simple mockup (Pinocchio Pretotype)

Google AdWords

A good way to measure ILI before investing more on creating it.

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Non-exhaustive list of tools to pretotype #2

Balsamiq, Pixate or Pop (!!)

To view / create pretotypes. For you and to help convey the message to potential users.

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Non-exhaustive list of tools to pretotype #3

Kickstarter

If you manage to escape the paranoia(unfounded) theft of idea, you can test yourideas and collect the ILI on Kickstarter

Youtube

Youtube is a good tool for those who imagine a product and its use, though it does not yet exist(Dropbox-like story)

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Non-exhaustive list of tools to pretotype #4

Weebly, Wordpress, Generator(DesignModo)

There are many WYSIWYG tools for creatingwebsites. Perfect for testing landing pages, fakes doors, MVP ...

Corona SDK (mobile dev)

If you have confirmed interest in your idea(ILI) with simple pretotypes, and you're readyfor an MVP, it can allow you to create your first MVP

(not recommended for implementationin practice today)

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Learn to pretotype

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Learn to pretotype

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Free at www.pretotyping.fr (french version)

Source : Elalami Lafkih

Some companies who discovered the pretotyping

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The goal: Produce 1 pretotype before the end of the day

Think about your idea and how you can validate ILI ASAP

If possible, start measuring the ILI

Teams self-organize and share the tasks as they wish.

Restitution is : 10 minutes max with a pitch + Product Demo / Pretotype presentation + ILI measures (even unfinished)

Self-scoring by 5 points from other teams + my rating

The top 3 teams will have bonus points for next assessmenton the Bootstrapping course.

And mostly, I’m here to help you …

Pretotyping applied to your idea

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Annexes

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https://s3-eu-west-

1.amazonaws.com/pretotypeit/media/pretotypi

ng-cheatsheet.pdf

Cheat Sheet Pretotyping

Sources

http://www.blog-gestion-de-projet.com/wp-content/uploads/2012/03/Rapport-observatoire-des-projets-2011.pdf

https://www.belfius.be/NoCMS/doccenter/GUA_04_FR.pdf (slide#35)

http://www.pretotypelabs.com/

http://pretotyping.fr/

http://pretotyping.blogspot.fr/

https://s3-eu-west-1.amazonaws.com/pretotypeit/media/pretotyping-cheatsheet.pdf

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