Fail fast and often is a rhetoric we are no doubt used to hearing, and perhaps have come slightly sick of - like anything that is repeated too often. And perhaps that has to do with the fact that such narrative isn’t actionable.

In my conversations with many corporate executives looking to drive innovation, it becomes clear that their idea of fail fast or of a prototype is a proof of concept that usually takes several months to develop, costs tens of thousands of dollars - if not more - can often be a fully functional product, and still doesn’t really serve the purpose of an early stage prototype - to validate problem, solution and proposed business model.

Jaws often drop when I introduce them to the concept of prototypes that you can oftentimes build in under an hour and for little to no cost.

Below you’ll find a number of different prototypes you can leverage, in addition to supporting development tools, to perform early stage customer testing from day one, not day 90.

Theoretical

These are low-cost, customer question-driven prototypes to test your idea.

1 - Problem and Solution Interviews

Asking key questions to determine whether the problem and solution you’ve identified is valid, understand what you’ve missed and ultimately move closer to the real problem and a solution that will wow customers.

You can use tools like the Jobs to Be Done prioritisation tool (below) as a method to rank problems so you’re not stuck building solutions to problems that well, aren’t really worth solving.

2 - Guerrilla Selling - a health insurance customer of ours tested appetite for a new gym-goer insurance policy (one that would allow them to access a number of gyms nationwide) by standing outside gyms in the clothes bearing the logo of a dummy brand they’d put together, incentivised gym-goers for a conversation with free protein bars and shakers and tried to sell their proposed policy. As soon as people agreed, the team conceded the policy didn’t exist yet but would offer a movie voucher for their time and also add them to the waiting list for discount access when it did become available.

Virtual or Wizard of Oz Prototypes

These are effectively prototypes that look like the real thing but are actually smoke and mirrors. Think Zappos, the online shoe company acquired by Amazon this year for US$850M. When they started out, they had an online store with a range of shoes on it, however when a customer bought something, they literally went down to the local shoe store, bought the shoes, packaged them up and send them themselves. They didn’t own any inventory nor did they have a legitimate supply chain. They were purely testing genuine customer appetite in one of the cheapest, best, and quickest ways possible.

1 - Ads

Targeted ads on Facebook, Google, Linkedin or any other platform can help to quickly attract target customers to your offer and determine, based on click-rate, how compelling your offer is.

Below is a prototype Facebook ad for a new health portal targeting hospitality workers. These can cost as little as 10 cents per click and up to a couple of dollars and you can quickly, in a number of hours or days, generate thousands or even tens of thousands of views.  

2 - Landing Pages

What happens if somebody clicks on your ad? Simple, they hit your landing page. Continuing on from our previous example, here you’re looking to provide some more information on your offer and your metric again is clicks or sign-ups. Platforms like Instapage, Squarespace or the super simple Launchrock can have you up and running in minutes.

3 - Mobile app prototypes

“We need an app!” may as well join the ranks of “it’s only a two minute drive, I’ll be fine!” as famous last words. How can we decrease the likelihood that our app ends up in the app graveyard alongside hundreds of thousands of other apps that ‘needed’ to be built? Build a prototype and get it in your customer’s hands from day one.

How? Online prototyping tools such as POP (below) or Invision can help you quickly build and put functioning apps into your customer’s hands. POP makes it eas easy as drawing some screens, taking photos with your smartphone and then creating hotspots/links so you can navigate between screens.

4 - Concierge Prototype

See Zappos example, above.

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