Pretotyping: Crash Test Your Idea - ITESCIA 2015-2016 (English Version)
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Transcript of Pretotyping: Crash Test Your Idea - ITESCIA 2015-2016 (English Version)
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
2
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)
3
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
6
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
14
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
34
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
37
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%)
40
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?
42
Bob’s app : The end
With the help of a student, paid $15/h, Bob could make a profit of $4 per patient.
43
2
42
$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.
44
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.
45
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)
46
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
48
Learn to pretotype
49
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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