Well, he's cleverly taken his product and put it in an outside channel where people are familiar
with him and his work and will very likely be interested in the course. Simply adding a static image of his video in action and providing a CTA in his post for his followers to sign up is a great and easy way to get skin in the game.
The best thing about this pretotype is how measurable it is. Cam needs to get very clear on how many people he needs to engage to be able to fill up his course, so providing a simple CTA and
recording the number of email sign-ups he gets is a good and low-effort way of testing and getting that ever-coveted YODA.
It's important to remember that you can't rely on likes, shares and counts on your social media posts — they're a poor measure because they're just an opinion. Anyone can say they "like" something, but will they actually put their skin in the game? We need to be like Cam when we test to get
real, tangible data.
Finally, I'd love to know what his XYZ hypothesis is here — how many people did he anticipate would sign up? What does good look like for him?
What are the takeaways?
When creating a pretotype, make it quick and easy! The faster you put it into the world, the faster you get the data and know whether your idea is a winner.
Always point users to a measurable action such as an email sign-up — likes are useless!
Put your offer in the context of where your target market is likely to consume it — don't post on Facebook if you know your audience isn't there.
In the field Here's a great case study we found in the community that applies various pretotyping methods to validate the demand for a product — in this case, MOLARchy, an application that maps the areas of your teeth so you can improve your oral health by spending enough time brushing and flossing each area.
This project is a great example of one size NOT fitting all
— you can (and should!) use as many pretotyping methods and do as many experiments as possible to get the data to validate your idea and find the 'right it'.
One thing At a recent talk with a national health care company in the US, Alberto Savoia was asked, "When exploring an abundance of new ideas, how do we know where to invest?"
The answer? Innovation.
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Until next month, happy innovating!
Leslie
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