Many creators of a new product or service are so enthusiastic about it that they are tempted proceed with a full blown launch. More often than not, this strategy leads to failure.
Why? If the market research you have done is sound, and you have confidence that there is a market for your product, why not just go ahead and get it into the marketplace as quickly as possible in massive numbers?
The reason is simple: You still don't know if your product really works. You don't know if you can produce that product efficiently and cost-effectively. And you don't know if your target market will embrace it.
The best way to know your product works and will be accepted is to create and market test a prototype.
A prototype takes the great idea you have, translates it to paper (which might be called a "working drawing" or more formally, a blueprint) and then turns it into a 3-dimensional life-size working model. A prototype is a real working version of your product or service that functions the way you want it to.
A prototype is developed using precise specifications as if the product or service was in production, only it is produced as a single item. One of the crucial aspects of the working prototype is that it must be designed and built in such a way that it represents a product that can ultimately be successfully produced in some automated fashion at a desired price point.
A prototype will be entirely different based on the type of product or service you create.
1. "Hard" product prototype
A hard product is one that we can define as physically made from some material or a combination of materials. All the materials used in a hard product prototype must be the real materials that would ultimately be used in the manufacture of the product. The prototype enables you to not only refine the product design, it is also the best way to judge the performance of the materials you plan to use. It may even result in a decision to change materials because of cost, time, or quality concerns.
2. "Soft" product prototype
A soft product is something that is not defined by traditional physical characteristics, such as a software application or an online product, like a website. Developing a prototype for a soft product usually involves two stages, building an "alpha" version and a "beta" version. In the software world, there never seems to be a final release or version because software products are continuously undergoing modifications and improvements. In the alpha version, the product is created in rough form for internal use only. Developers can then test it and make sure it works from a technical perspective. The beta version is just as important, however, because it is an actual release of the product issued under a very limited trial. Beta versions are typically distributed to "friends and family," i.e., select users willing to provide feedback.
3. Service prototype
If you are creating a service, you can use the "beta" strategy employed by creators of soft products to create a prototype of your service. Suppose you were starting a creative design service. Describe it as completely as possible in written form. Then, create a flow chart that depicts exactly how the service would work from start to finish. Finally, create a "beta" version of the service -- try the service out on a few people you know and trust who can critique it for you. Simulate the process and run through all the steps to see how it works.
The prototype is important for three major reasons:
1. The prototype forms the basis for a product or service that can be introduced to the market with maximum confidence. Because you have built a prototype, you know that your product can be produced and manufactured, or your service can be rolled out because you worked out the kinks in advance.
2. The prototype becomes a real, tangible thing that investors can get excited about. Armed with the data from market research and a prototype, you can create a winning business plan that demonstrates the potential of your product in your market.
3. The prototype can be used as a basis for in-market tests. You will be able to conduct primary research with a real working model, so you can hone your approach to the market.
Barry Silverstein has over thirty years of business experience. He has helped scores of companies big and small launch products and services. He ran his own direct and Internet marketing agency for two decades and also worked for major marketing agencies. He is the author of two new eGuides: Product Launch 123: Launch a Product or Service in 3 Proven Steps, and Branding 123: Build a Breakthrough Brand in 3 Proven Steps. Product Launch 123 and Branding 123 are available for $2.99 each at the Amazon Kindle store, for the nook, iPad, and in any eBook formatat Smashwords.com. More information about these eGuides is available at http://www.123eguides.com.
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