We often get asked why we don't build MVPs anymore. We will show you why
Basically, a Design Sprint with its "no-device rule" is more like a workshop. Fun, but with no real outcome that you can test with real customers.Contact Us
The MVP is just a first vision of a product, with features gradually rolled out and tested by a target audience. That process takes a lot of time and may be confusing due to the series of feature rollouts. So the question is: How can product testing and getting customer feedback become easier and faster?
Building an as realistic as possible vision of a product in order to get real customer feedback. This includes e.g. a prototype customers can really interact with as well as a website with a photo-realistic product, where there is actually a "Buy" button.
Unlike the MVP, the INNOWEEK® approach and the resulting MMP – minimum marketable product – will provide you in the fastest possible way with the information you need to know whether the market needs or wants what you are going to build. This will save you a lot of time and money, while preventing you from building something that no one wants to buy.
You got a better understanding of your idea due to some focus group testings with a prototype
Your product is ALIVE in the market and you can recieve real feedback from buyers
You build a first vision of your product with features being gradually rolled out. That means several MVPs, several testings before customers actually see what you are going to build.
Your product vision is ALIVE in the market and you can receive real feedback from buyers for what you are actually going to build.
Times change and so do market laws. While in earlier times the focus was on the product, the customer journey is in the foreground today. That's why presenting customers with a finished product works less and less – while hoping they will buy it. It is not enough either to start with one feature and gradually roll out others in order to find out again and again how customers will react. That also takes a lot of time.
So that’s why we do not do any detail engineering before testing and learning. Dramatic Failure Rate Reduction with the MMP Approach With the traditional approach “build, test, learn”, there was a failure rate of up to 90% for new products. Beginning with the end in mind and having customers test the MMP before building the final product has actually reversed that failure rate.
While with the MVP approach is to build an initial vision that may not end up being the final product, with the MMP, the Minimum Marketable Product, the focus is different. The latter is about finding out how the product will actually be received by the market. The goal of an INNOWEEK® is, therefore, not a half-finished prototype or a simple MVP, but a market launch that is as realistic as possible, including campaigns. Because the whole process takes place within one week, the time-to-market is considerably reduced.
This is not the only reason why it is so important to let target customers interact as early as possible with what you want to implement. It is also essential to clarify what experience they will have with your product and to communicate that through storytelling. That's why for us MMP means: a first go-to-market approach that is as realistic as possible, including campaigns. Only this way is it possible to obtain relevant feedback and build what customers will actually buy.
We will help you create, develop and test all your ideas within just one week – no matter how daring or crazy they are.Contact Us