Pretotyping for SportsTech Innovation: A Practical Guide
Image generated with DALL•E and article written with support from ChatGPT4 and Perplexity AI.
In the fast-paced and ever-changing world of SportsTech, innovation is constantly pursued. Entrepreneurs and developers always strive to create products that capture our attention and transform our interactions with sports. However, amid this creativity, a critical question arises: how can we quickly and cost-effectively validate our game-changing ideas to ensure they resonate with our audience before our competitors surpass us?
Pretotyping is a concept that involves combining the essence of ‘pretending’ with the practicality of ‘prototyping.’ It was conceived by Alberto Savoia and is designed to test the core assumptions of new ideas with minimal investment, allowing for rapid feedback from real users.
In my SportsTech: Entrepreneurship & the Future of Sports course at UC Berkeley’s SCET (Sutardja Center for Entrepreneurship & Technology), students engage in pretotyping as a cornerstone methodology. Pretotyping equips aspiring entrepreneurs with the tools to navigate the complexities of bringing innovative sports technologies to market. So, this article serves a dual purpose: it is a primer about pretotyping for my students as part of leading them on the journey to launch a SportsTech (or any) venture and anyone intrigued by the intersection of sports, technology, and entrepreneurship.
In this article, we will explore techniques for pretotyping, how it differs from traditional prototyping methods, and their connection to the Business Model Canvas.
Drawing insights from Alberto Savoia’s book, The Right It — Why So Many Ideas Fail and How to Make Sure Yours Succeed, particularly his chapter on Pretotyping Tools, we’ll delve into pretotyping techniques, leveraging examples from the SportsTech domain and suggesting platforms that enable execution of pretotyping techniques.
What is Pretotyping?
The term “pretotyping” was coined by Alberto Savoia, and it refers to a methodology designed to test the initial appeal and actual use of a potential new product. This is done by simulating its core offering in the simplest, fastest, and cheapest way possible.
Unlike prototypes, which are more developed versions of products used to evaluate how something is made, pretotypes focus on whether the concept should be pursued. They aim to validate the market demand for a product idea before allocating significant resources to its development.
Savoia emphasizes that the essence of pretotyping is to “make sure you are building the right it before you build it right.” This method is especially advantageous for new entrepreneurs as it allows them to test their business ideas practically. By doing so, they can gain valuable insights into the market’s demand and user preferences without making a significant initial investment.
Connecting Pretotypes to the Business Model Canvas
Integrating pretotyping into the Business Model Canvas (BMC) process can significantly streamline the journey from concept to market-ready venture. Pretotyping is a practice inspired by lean manufacturing principles, grounded in the “lean startup methodology,” popularized by Eric Ries in his book The Lean Startup. It helps reduce waste and optimize resource allocation in startups by validating ideas through customer feedback, iterating quickly, minimizing risks, and focusing on the build-measure-learn feedback loop.
This early-stage validation is critical, as it allows for refining the BMC by identifying feasible value propositions, defining target customer segments, and uncovering potential revenue streams at the outset.
The core aim of pretotyping is to assess an idea’s merit, which underscores its value in fostering entrepreneurial acumen. This approach is particularly valuable in an academic context, as it prepares learners for theoretical understanding and practical application, equipping them with the necessary tools to initiate and sustain successful ventures beyond the classroom.
Pretotyping Techniques in SportsTech
Integrating pretotyping techniques into SportsTech innovation offers a pathway for entrepreneurs to explore and validate sports-related products and services creatively and efficiently. Here, we expand on Alberto Savoia’s pretotyping techniques to ground them with examples within the SportsTech industry.
The Mechanical Turk Pretotype: Custom Workout Plan Generator
Technique Overview
The Mechanical Turk Pretotype simulates the functionality of a product or service manually to test its viability before full-scale development. Inspired by the historic chess-playing “Mechanical Turk,” this approach allows innovators to mimic an automated solution with manual effort, enabling quick, cost-effective validation of concepts, especially those involving complex technology like AI.
Technique Applied to SportsTech
This method can validate the demand for AI-driven tools, such as personalized workout planners, in the sports technology sector. By manually creating workout plans based on user-submitted data, founders can gauge interest and feasibility without the initial investment in AI technology.
SportsTech Pretotype Example
Entrepreneurs can collect fitness goals and preferences through an online form such as Typeform or Google Form and manually craft and send customized workout plans. This strategy tests the market’s appetite for tailored fitness solutions, offering insights into user expectations and the potential success of a fully automated service.
The Pinocchio Pretotype: AR Climbing Routes Visualizer
Technique Overview
The Pinocchio Pretotype involves creating a non-functional version of a product or service to gather user feedback on the concept. This approach allows testing the interest in an idea without needing a working prototype.
Technique Applied to SportsTech
Founders can use design tools like Figma to create high-fidelity mockups or storyboards to validate user interest in an augmented reality app for visualizing climbing routes. This pretotype helps gather feedback on the user interface and experience without developing the actual AR technology.
SportsTech Pretotype Example
Using design software such as Adobe XD or Unity, an AR app interface can be created that overlays climbing routes on indoor walls through a phone camera. Feedback on the design and interest in the application is gathered, guiding future development efforts.
The Fake Door Pretotype: College Sports Event Notification Service
Technique Overview
The Fake Door Pretotype tests the interest in a product or service by advertising it as if it were already available, without it actually being operational. This method measures user interest based on their actions, such as clicking a link or signing up for more information.
Technique Applied to SportsTech
Founders can assess the demand for a personalized college sports event notification service by setting up a landing page that advertises the service. Interest is measured by the number of sign-ups or inquiries, indicating market demand early without the need to build the backend technology.
SportsTech Pretotype Example
A landing page can be created using platforms such as Carrd or Unbounce to advertise a service that sends personalized notifications for sports events. The number of sign-ups serves as a proxy for interest, guiding the decision to develop the full service.
The Facade Pretotype: Interactive Sports Venue Map
Technique Overview
The Facade Pretotype offers a simplified or partially functional version of a product to test a concept with users. This approach can quickly provide insights into the viability and desirability of a product or service.
Technique Applied to SportsTech
Founders can test the usefulness of an interactive map for sports venues by creating a basic version that is manually updated. This allows feedback on the concept and functionality before investing in a more sophisticated, automated solution.
SportsTech Pretotype Example
A simple interactive map can be developed using tools such as Google My Maps or Mapbox with updates based on user queries. This tests the concept’s appeal and functionality, informing further development.
The YouTube Pretotype: Virtual Sports Coach Series
Technique Overview
The YouTube Pretotype uses video content to simulate the experience of using a product or service. It allows for demonstrating concepts and features through a visual and engaging medium, facilitating user feedback and interest assessment.
Technique Applied to SportsTech
Founders can explore their interest in virtual sports coaching by creating videos that simulate coaching sessions. This approach enables testing content and presentation styles, gauging viewer interest and engagement without developing a full-fledged coaching platform.
SportsTech Pretotype Example
A series of videos can be made using YouTube or Vimeo that feature mock coaching sessions for various sports are produced and shared. Viewer feedback and engagement levels can indicate interest in a virtual coaching service, guiding content and service development.
The One-Night Stand Pretotype: Limited Edition Wearable Tech Pop-Up
Technique Overview
The One-Night Stand Pretotype tests market interest in a product through a limited, one-time offering. This method allows for direct market feedback and sales data analysis without a long-term commitment.
Technique Applied to SportsTech
Entrepreneurs can test the demand for wearable fitness technology by launching a temporary online store for a new device, like a smart fitness tracker embedded within apparel. This method minimizes risk while assessing market potential.
SportsTech Pretotype Example
Using platforms like Gumroad, Shopify, or Big Cartel, a pop-up shop can sell limited-edition wearable tech, gathering immediate market feedback and sales data to inform the potential for a broader product range and market fit.
The Infiltrator Pretotype: Integration with Existing Fitness Platforms
Technique Overview
The Infiltrator Pretotype leverages existing platforms or services to introduce a new feature or product. This method minimizes initial development costs and risks by utilizing established user bases and infrastructures.
Technique Applied to SportsTech
In the context of SportsTech, founders can explore partnerships or collaborations with existing fitness app companies to propose integrating a new feature. This method allows for direct feedback and interest assessment from an active user base, guiding further development decisions with minimal upfront investment.
SportsTech Pretotype Example
A “Community Fitness Challenge” feature can be proposed within fitness apps like Nike Training Club or Ladder, suggesting a partnership or collaboration for feature testing. The process involves creating mockups and conducting user surveys to assess interest and gather feedback. This step is crucial for validating the concept with actual user data, reducing the risk before committing to full-scale technical implementation.
Note: Gaining access to be able to propose features within existing apps requires networking, pitching the value proposition to the app developers, and negotiating a partnership or collaboration agreement.
Conclusion
Pretotyping in SportsTech innovation offers a practical and effective method for entrepreneurs to validate their ideas quickly and cost-efficiently. This approach is crucial in the competitive and fast-evolving SportsTech landscape, where the ability to test and iterate on ideas rapidly can significantly impact success. By employing pretotyping techniques, entrepreneurs can gain valuable insights into market demand and user preferences without requiring substantial initial investments. This strategy reduces the risks associated with new ventures and enhances the likelihood of developing products and services that truly resonate with target audiences.
