This slideshare is the first of a series explaining what is Pretotyping, and how to use it for early market validation. Pretotyping helps companies with Innovation Concept Testing. a.k.a. Make sure you are building THE RIGHT it, before you build IT right! Pretotyping was dubbed as "the future of concept testing" by Brand Genetics, London's independent insight and innovation consultancy for consumer brands. Pretotyping is about validating the market appeal and actual usage of a potential new product objectively and with the smallest possible investment of time and money. Pretotyping was born in 2009 in Google by the hands of Alberto Savoia, at that time Technical Director and Innovation Agitator. The objective of Pretotyping has always been to provide large corporations with the tools to "Invent like startups, go to market like grownups". Pretotyping is widely used as a key tool for early validation of Innovation at leading US corporations, and is now taking the leap across the pond to the UK and Europe.

1. @Lionzan @PretotypeCo
Pretotyping Primer Series
What the Heck is
Pretotyping? #1
Leonardo Zangrando
European Pretotyping Agitator
Pretotype.co.uk

2. @Lionzan @PretotypeCo
Pretotyping =

3. @Lionzan @PretotypeCo
Pretotyping =
validating market
interest and actual use
of a potential innovation
by simulating the core
experience
with the minimum
investment of time and
resources

4. @Lionzan @PretotypeCo
INTERESTED?

5. @Lionzan @PretotypeCo
Pretotyping =
validating market
interest and actual use
of a potential innovation
by simulating the core
experience
with the minimum
investment of time and
resources

6. @Lionzan @PretotypeCo
CORE EXPERIENCE

7. @Lionzan @PretotypeCo
Pretotyping =
validating market
interest and actual use
of a potential innovation
by simulating the core
experience
with the minimum
investment of time and
resources

8. @Lionzan @PretotypeCo
minimum investment of resources
MINIMUMINVESTMENT

9. @Lionzan @PretotypeCo
WHY ?

10. @Lionzan @PretotypeCo
because
Most New Ideas
FAIL .
@Lionzan @PretotypeCo

11. @Lionzan @PretotypeCo
because
Most New Ideas
FAIL .
@Lionzan @PretotypeCo

12. @Lionzan @PretotypeCo
because
Most New Ideas
FAIL .
new products in 1 year
25k

13. @Lionzan @PretotypeCo
SAY
25,000

14. @Lionzan @PretotypeCo
because
Most New Ideas
FAIL .
new products in 1 year
25k
failure rate
80%

15. @Lionzan @PretotypeCo
80%

16. @Lionzan @PretotypeCo
WHY
DO THEY
FAIL ?

17. @Lionzan @PretotypeCo
they fail
even if
perfectly
executed
●
SEGWAY
PICTURE
@Lionzan @PretotypeCo

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WHY?
F.L.O.P.
Failure in
 Launch
 Operations
 Premises

19. @Lionzan @PretotypeCo
HOW CAN
WE AVOID
FAILURE OF
PREMISES?

20. @Lionzan @PretotypeCo
 Premises
Make sure you are building the right ' it '
BEFORE
you build ' it ' right

21. @Lionzan @PretotypeCo
to be continued...
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