Even a broken clock is right twice a day, so carry out small early tests with your idea!
The concept of Pretotyping is to test the idea in a low-cost and non-time-consuming way to collect valuable market and user data. This allows for an early and quantitative evaluation of whether your idea meets the needs and expectations of the customer. But testing it once is not enough, you must continue to test up to at least 5 times as even a broken clock is correct twice a day.
Pretotyping can be defined as the knowledge that “data beats opinion.” This allows for a thorough and quantitative assessment of whether or not your product meets the needs of the customer. But to effectively and accurately test it before you build it, some considerations need to be taken into account. For example, it is important to understand the concept behind this type of testing and how it affects the Lean Startup model and the overall strategy and business plan. There are also several steps involved in Pretotyping and some of these steps can help you build the right it.
The purpose of Pretotyping involves gathering information so that data beats opinion in a fast and cost-effective manner. Data should be collected by the team testing, as it becomes your own data or “Yoda” and is not secondary in nature, so throw away surveys and market research groups at this early stage as they are useless. Customers aren't sure of what they will do tomorrow, let alone when your product is released, therefore stay clear of these methods until the product has been released to the market. After the collected data is analyzed, it is then used to come up with the next steps and analyze how well it fits with the customer’s needs. This allows you to make informed decisions about your product and allows the company to develop a strategy before wasting time and effort on something nobody wants. It is important to keep in mind that data cannot be developed on a whim and this requires careful analysis, testing and validating following the structured Pretotyping process. After this, data should be used to come up with a solid and more accurate idea. Only then do we invest in time and effort to develop a more advanced version of the solution.
The objective of Pretotyping is to conduct testing of the idea to gauge desirability. The testing of a new idea or concept is usually conducted through a series of Pretotype tests that allow you to collect data. However, there are several key factors to take into consideration. The most important thing to consider is the validity and reliability of the data.
To determine the validity and reliability of the data, Pretotyping requires analysis. The analysis process involves collecting data and conducting tests so that the data and the testing can be determined before the test takes place. This helps the organization to determine the data and the testing is working well. The results and conclusions based on the data may be used in the next phase of testing in the development cycle. This stage involves verifying the validity of the data against the experiment and it helps you to determine if the idea is indeed valid or not, or to put it more correctly “Do customers want it?”.
The evaluation phase includes checking the validity of the results, testing it again to see what the results will be and to determine the accuracy of the results, testing and using it to make any necessary adjustments to make sure that the results are accurate. When the testing phase is complete, it allows the company to make changes to the idea that is in line with what is seen in the test. This helps the idea to meet the needs of the customer without wasting time or money.
In essence, Pretotyping allows the company to determine if the concept has the potential to be a good idea in the eyes of the target customer. It is important to carefully consider all the steps involved to ensure that the concept has a good chance of being accepted by the target market and is the right it. When used in conjunction with the Lean Canvas, this becomes a very powerful combination to test the early stages of your idea in the market.
If you would like to understand more about developing products as a start-up or within an organisation, join me on my next training session in Jan 2021.