@lionzan

#pretotyping

lzn.me/pmftalk v2.0

#Pretotypingfor

Product/Market Fit

Leonardo Zangrando@lionzan

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

The Art of

Starting up a Company

is

Like the Art of

Human Flight

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

VERY DANGEROUS !

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

VID

lzn.me/flight

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Which startup type is yours?

[] 1. I know it will work![] 2. how will it work?[] 3. NOW I know how

@lionzan

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lzn.me/pmftalk v2.0

Technical Experiments

vs.

Business Experiments

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

What does

BUSINESS

Mean?

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

to create a Product,

deliver it to a Market,

and capture valuein the process

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

a PRODUCT

for

a MARKET

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

where do you wantto start from?

[] PRODUCT

[] MARKET

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Before we spend timeand energy developing our

PRODUCT

we want to make sureit will have aMARKET

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

we aim to get to

PRODUCT / MARKET

FIT

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

<CHALLENGES>Faces CC-by-sa-Tim Simpson

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

“I knowthat there is demand

for this type of product”

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

“Asking customerswhat they want first,

stifles innovation”

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

“I know that if I buildwhat I am passionate about,

customers will come”

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

“If Ford asked his customerswhat they wanted, it wouldhave been faster horses”

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

“I build it and thenI will find a great salesperson

to sell it”

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

“So you say that I haveto change my product to

fit the market?”

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Your Challenges now.

Shoot !

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

</CHALLENGES>Faces CC-by-sa-Tim Simpson

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

It's not just aboutchanging the product

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

It's not just aboutchanging the product

It's also about lookingfor the right market

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

It's not just aboutchanging the product

It's also about lookingfor the right market

Matching CC2.0-by-mikecogh

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

And yes,

getting to the right Marketis a key component

of a Product success.

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

a PRODUCT

for

a MARKET

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

“How do I knowI have achieved

Product / Market Fit ?”

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

It's whenyou have evidence that

your Customers(will) buy / useyour Product

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

2 ways to go about it

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

one - BIG - experiment

1. build it2. launch it

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

one - BIG - experiment

1. build it2. launch it

3. FAIL

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

MANY experiments

validate thatyour Customers(will) buy / useyour product

ASAP

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

MANY experiments

FAIL as much

as you canwithout risking

your (startup) life

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

There's no pointin developing a Product

before you knowthat someone will buy it

(i.e. that yourBusiness will work)

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

... unless you do itjust for the sake of it.

(and not evena pure artist does that)

on that, check lzn.me/art

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

“How can I learn whethermy Customers will buy

my Productbefore I have built it?”

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

[] Surveys[] Interviews[] Focus Groups

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

[] Surveys[] Interviews[] Focus Groups

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Don't ASKLiterally

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

The only REALevidence

is Real-Life

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

<CHALLENGES>Faces CC-by-sa-Tim Simpson

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

“I have evidence that mynew social network

will work!FB proved that people like

to share stories online.”

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

“I know that they will like it !”

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

“All my friends told methat they would use it !”

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

“...and then it will go viral !”

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

</CHALLENGES>Faces CC-by-sa-Tim Simpson

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

We all know that80% of new products...

@lionzan

#pretotyping

lzn.me/pmftalk v2.0Blue Balloon CC-by-sa-Tim Simpson

FAIL

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Whydoes an innovation

turn into a

FLOP ?

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Failure inLaunch,Operations,Premises

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Innovations faileven if perfectly

executed

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Launch

Operations

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Premises ?

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Premises ?“If we build it,they will come”

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

There's no pointin developing a Product

before you knowthat someone will buy it

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Make sure you are building the right “it”

beforeyou build it right

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Especially ifvalidating the Market

costs just a fraction ofdeveloping the Product

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Interact with Customersand measure

their real ACTIONSnot INTENTIONS

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Back to the '80s

Public Domain

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Problem:managers need

typists to write letters

The Typist CC-by-nc-nd AOK Library

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

IBM =typewriters &mainframes

IBM computer room CC-by-Richard Pluck

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

What ifwe built a

speech-to-text machine?

Retro Microphone CC-by-nc-sa Jordon Cooper

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

We can make itwork, and customerstold us they'd love it !

Heart CC-by-sa-Tim Simpson

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Hold on,are we sure?

Let's runan experiment first

Experience CC-by-sa-Tim Simpson

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Let's build amachine that “works”

Treadmill Bike Hack cc-by Frank Hebbert

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Let's build amachine that “works”And have them use it

Faces CC-by-sa-Tim Simpson

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

The “working”machine is just a goodtypist behind the wall

Teletype machine C-by-nc-nd Providence public library

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Will customerslike it ?

@lionzan

#pretotyping

lzn.me/pmftalk v2.0Eggs CC-by-sa-Tim Simpson

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Pretotyping:

validating market interestand actual use

of a potential innovationby simulating

the core experiencewith the minimum

investment of time andresources

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Pretotypingtechniques

Pinocchio Fake Door

Impersonator One-Night Stand Mechanical Turk MVP (via LeanStartup)

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Pretotyping - the Book

download the pdf herepretotyping.org

orget it on Kindle (£0.77!!!)

lzn.me/alberto

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Watch Out!

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Don't expect...

to transforma loser in a winner

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Don't expect...

to run just one testand get all the answers

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Don't expect...

experiments-by-the-bookto fit your situation

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

DO expect...

to get creativein designing experiments

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

DO expect...

to spot a loserwith real-life data

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

DO expect...

to discover what you mighttry to change

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

DO expect...

to discover what you mighttry to change

be it the Productor the Market

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

<CHALLENGES>Faces CC-by-sa-Tim Simpson

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

“My business is different:without a Product it's

impossible to run any test !”

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

“My business is different:

I need critical mass !”

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

“My business is different:I can't risk to kill my imagewith a poor 'test' product !”

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

“My business is different:I can't afford to fail,

everybody will talk about it !”

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

“My business is different:

it won't work for me.”

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

</CHALLENGES>Faces CC-by-sa-Tim Simpson

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

STOP Making Excuses

to avoid interacting withyour Customers !

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

How did you plan to startmarketing and selling your

innovation ?

@lionzan

#pretotyping

lzn.me/pmftalk v2.0Funnel Wall CC-by-sergebystro

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

What stops youfrom trying

the first step now?

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Or, what aboutputting your Product

in front of Customersin some other way?

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

...and maybe validate thatthey will want itbefore you have

all the production in place?

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Check how crazya Pretotype can be

in this vid bydesign studio Upwell

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

VID

lzn.me/upwell

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Be creative !

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Have fun !

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Learn aboutyour market !

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

And get toProduct/Market Fit !

@lionzan

#pretotyping

lzn.me/pmftalk v2.0

Thank you !

Leonardo Zangrandoleonardo@pretotype.co.uk

@lionzan