CH 7
What is the goal of experiential prototyping?
for an entrepreneur to capture a user's emotional experience
A ______ prototype has enough functionality to allow users to interact with the product or service.
high-fidelity
In ______, you try to book orders for your product before it has been developed. It is often used for crowdfunding.
preselling
In an exploration of the idea for Rent the Runway, which offers rentals of designer dresses, what part of the basic storyboarding framework highlights the fact that most women cannot afford designer clothes?
problem
What are the elements in the basic framework for storyboarding?
problem, solution, benefit
A storyboard is classified as what category of business development tools?
prototypes
Experiments need to have a clear purpose, be achievable, and generate ______.
reliable results
When storyboarding, using a ______ can provide a "before and after" that shows your business in action.
scenario
What is an easy form of prototyping that provides a high-level view of thoughts and ideas arranged in the form of drawings, sketches, or illustrations?
storyboarding
What type of testing involves watching someone actually use your product so that you can see what works and what does not?
task completion
In an exploration of the idea for Rent the Runway, which offers rentals of designer dresses, what part of the basic storyboarding framework would highlight the concept of allowing women access to designer dresses for one-tenth of the original cost?
the solution
When a customer is looking for more information about a product online and an "under construction" message pops up, the company might be using what type of experiment?
. button to nowhere
If an experiment outcome indicates that the original hypothesis was incorrect, what should the entrepreneur do?
Adapt the original assumption
The first step of the scientific process of experimentation, for an entrepreneur, is which of the following?
Ask a lot of questions
Which of the following is an important benefit of experimentation?
Assumptions are validated or proven false.
What question is asked when an entrepreneur draws conclusions from the results of data analysis?
Do the results support the hypothesis?
Grocery store entrepreneur Jeffrey Brown has built a thriving business and performs lots of low-cost experiments. All of those experiments began with what?
Brown's conversations with stakeholders
A minimum viable product (MVP) has many advantages, but it is impossible to actually earn money from it. T/F
F
A pilot experiment is a large-scale study to assess the feasibility of a product or service. T/F
F
A viable experiment identifies a clear hypothesis. T/F
F
A written description of a product is a better way to generate discussion from potential customers than a storyboard. T/F
F
Entrepreneurs are more likely to generate new business ideas if they stick to a routine of familiar experiences. T/F
F
Entrepreneurs should avoid experimenting with potential customers. T/F
F
Experiments do not have to have a clear purpose; they only need to be observed and have an outcome. T/F
F
Experiments do not need to be completed in order to produce results. T/F
F
If the experiment fails to deliver the results the entrepreneur anticipated, the experiment is a failure. T/F
F
Observations are not acceptable data in an experiment T/F
F
One of the disadvantages of storyboarding is that it requires artistic talent. T/F
F
Test and learn is a complex, sophisticated approach to experimentation that is usually reserved for established companies. T/F
F
The best form of MVP is the one you don't actually have to build. T/F
F
The most successful entrepreneurs are the ones who make sure they are the smartest person in any room, and education is key to doing so. T/F
F
When there is insufficient data available, intuition and experience are reliable foundations on which to make decisions. T/F
F
______ tends to discourage entrepreneurial experimentation because it is perceived as risky.
Fear of failure
Which of the following is the main problem regarding intuition in the role of decision making?
It does not provide the knowledge or evidence to support the feasibility of the idea
What is necessary for a prototype to be effective?
It must communicate what our ideas look like, how they behave, and how they work.
Tim Brown of IDEO built what type of prototype of a complex insulin injection device?
Lego
A prototype is often created before a pilot test is conducted. T/F
T
An entrepreneur following the scientific process of experimentation should conduct background research before forming a hypothesis. T/F
T
Entrepreneurs have more freedom to experiment than larger organizations, as they have less to lose. T/F
T
Experimentation is a requirement for today's successful entrepreneurs. T/F
T
For a prototype to be effective, it must communicate what our ideas would look like, behave like, and work like T/F
T
If you ask a potential customer to create their ideal version of your product, you are involved in creating a user-drive prototype. T/F
T
Preselling is a testing technique to book orders for a product before it is developed. T/F
T
The main problem with relying on experience in decision making is that some new ideas challenge what we thought we knew or what we thought we wanted. T/F
T
While large companies may rely on direct mail, surveys, advertising, and catalogs to gather data about their customers, these are not always reliable methods for entrepreneurs. T?F
T
You can use PowerPoint to create basic storyboards T/F
T
Which of the following is true of sketches on a page plans?
They are slightly more complicated than back-of-a-napkin plans
In experimentation, an entrepreneur's goal should be to do which of the following?
Use continual iteration to test and shape ideas
How should an entrepreneur approach experimentation?
Use quick, low-cost methods of experimentation informed by scientific thinking.
Which of the following questions would likely elicit the most information in a feedback interview on your new pesticide-free lawn service?
What would motivate you to begin using a pesticide-free lawn service?
Conducting feedback interviews in conjunction with experimentation helps entrepreneurs get more information pertaining to what basic question? a. What age range is your ideal customer?
Why are people interacting in different ways with your product or service?
The Sybo team's first test of its hypothesis ("By automating the light adjustment process, surgeons and staff would achieve greater efficiency and enhanced focus on the patient during procedures.") consisted of what?
a 12-question survey of surgeons
What is the term used in the text to describe a rough sketch of a basic business plan on any available paper?
a back-of-the-napkin plan
Sean has created an automatic cat feeder that will release small amounts of wet food at times set by the owner. He hopes that the unit will solve the problem of having to feed the cat multiple times a day or having to throw out food that has gone dry. He builds seven crude but serviceable units and asks friends with cats to test the product. He then obtains their feedback. What is this process called?
a pilot
Which of the following will have the best chance of provoking a reaction?
a storyboard
What is a hypothesis?
an assumption tested through research and experimentation
A prototype is best described as which of the following?
an initial version of a product or service designed for use in experimentation
Before opening his new bakery, Carlos received numerical ratings for each of his products from family and friends he enlisted as tasters. Now, Carlos is adding up the ratings for each variety. What step in the scientific process of experimentation is Carlos engaged in?
analyzing the data
The idea of storyboarding grew out of what industry?
animation
Which of the following types of plans is the simplest?
back of a napkin
Sean is thinking about creating an automatic cat feeder similar to one that he created for dogs. He talks to several cat owners to find out what they dislike about feeding their cats. He also takes a look at current cat feeders and asks the same cat owners what they like and don't like about the feeders. These actions consist of asking questions and what other step in scientific experimentation?
background research
Tony is thinking of starting a small hot dog cart that he will take to the beach area in San Diego, California. Before starting, he investigates city ordinances and talks to vendors in the beach area. He also talks to people at the local parks who sell hot dogs to find out what makes their business successful. Anthony is conducting what stage of the scientific process?
background research
In an exploration of the idea for Rent the Runway, which offers rentals of designer dresses, what part of the basic storyboarding framework would highlight the fact that the rental model gives many more women the opportunity to wear designer dresses, which they could have never afforded before?
benefit
Keiran wants to add a new feature to his website but doesn't want to invest hours of his time to develop and build it. He simply wants to know if customers will actually click the button. What test should he use?
button to nowhere
How have large businesses traditionally gauged customer tastes and preferences?
by analyzing large amounts of historical data
During ______, your customer interfaces with your product but the "technology" is being conducted by a live person behind the scenes.
concierge testing
Todd Kashdan, professor at George Mason University, created a five-dimensional model of what aspect of entrepreneurship?
curiosity
The phase of design thinking associated with experimentation is ______.
implementation
What type of experiment is an entrepreneur using if three different options are offered on the website with "click here for more information"?
landing page
In what type of prototype does a company create an actual product to sell to customers in order to collect validated learning about the customer with the least about of effort?
minimum viable product
What is the version of a new product which allows a team to collect the maximum amount of validated learning about the customer with the least effort?
minimum viable product
Yan has created a three-dimensional model of her new food delivery container. It looks like the finished product, but the handles don't quite function properly yet. What type of prototype has Yan produced?
mock-up
A small-scale study conducted to assess a product's or service's feasibility is called a(n) ______.
pilot experiment
Before Carlos opened his new bakery, he baked a variety of sample cupcakes and cookies to sell at local farmers markets and other local events. Which stage of the scientific process of experimentation does this represent?
testing the hypotheses by running experiments
Sean is thinking about creating an automatic cat feeder similar to one that he created for dogs. He believes that cats eat several times a day. He also believes that cats can be trained to come to the sound of a slight ding, indicating that a new tray of food has been opened. He has several friends set out small trays of food, sounding a ding to see if cats will associate the sound with curiosity about the food. Sean is in what stage of scientific experimentation?
testing the hypothesis
Anthony is thinking of starting a small hot dog cart that he will take to the beach area in San Diego, California. Before starting, he asks an ice cream vendor if he can offer hot dogs using his stand for a small rental fee. He will only need to use space for one day. Anthony is conducting what stage of the scientific process?
testing the hypothesis by running an experiment
In storyboarding, who or what is at the center of the story?
the customer
Rather than just gathering data, an experiment matches an outcome to which of the following?
the original hypothesis
Why is experimentation required?
to strengthen ideas
San Francisco-based electric skateboard manufacturer Boosted used what testing technique to illustrate how their users would navigate their new mobile app prototype?
wireframes
An entrepreneur has a website where customers think they are interfacing with his actual product but it is actually the entrepreneur behind the scenes who is manually providing the service. This is called the ______ test.
wizard of Oz