This document discusses the concept of a "paper tiger" and how to use paper tigers to develop products. A paper tiger refers to something that seems threatening but is actually harmless. The document recommends using an evidence-based approach to product development by testing prototypes first before full development. It suggests creating paper versions of marketing materials like brochures and ads for a product to get early customer feedback, which can then be used to inform further development before major resources are invested. The goal is to turn visions into reality first on paper to gather input and validate assumptions with customers before fully developing products.

1. On Paper Tigers
Ziya G. Boyacigiller
This presentation was created and given by Ziya
Boyacigiller who was leading Angel Investor and a loved
mentor to many young entrepreneurs in Turkey. We have
shared it on the web for everyone’s benefit. It is free to
use but please cite Ziya Boyacigiller as the source when
you use any part of this presentation. For more about
Ziya Boyacigiller’s contributions to the start-up Ecosystem
of Turkey, please go to www.ziyaboyacigiller.com

2. Copyright © Ziya G. Boyacigiller 2003,2004
Paper Tigers
紙老虎

3. Copyright © Ziya G. Boyacigiller 2003,2004
Paper Tiger
From Wikipedia, the free encyclopedia
Paper tiger is a literal English translation
of the Chinese phrase zhǐ lǎohǔ
(Chinese: 紙老虎), meaning something
which seems as threatening as a tiger,
but is really harmless.

4. Copyright © Ziya G. Boyacigiller 2003,2004
Use “Evidence Based” Approach

5. Copyright © Ziya G. Boyacigiller 2003,2004
Evidence Based Management
1. Observe situation
2. Define problem (deviations from
expectations)
3. Generate possible causes
4. Design experiments to test hypothesis
5. Check if test results fit all observations
6. Apply results to situation

6. Copyright © Ziya G. Boyacigiller 2003,2004
Product Development Approaches
Wrong Approach:
DEVELOPMENT TESTING RE-WORK
Right Approach:
TESTING DEVELOPMENT
Paper-Tigers & Quick Prototyping
“EVIDENCE BASED” PLANNING
Marketing Material

7. Copyright © Ziya G. Boyacigiller 2003,2004
How to use Paper Tigers
Turn your vision into reality -- at least on paper…
1. Write, for your product/service:
a. A specification sheet (features)
b. A brochure (benefits for customer)
c. A print advertisement (positioning)
d. A press release (differentiation)
2. Use as a model/starting point your competition’s examples.
Change what you don’t like, keep what you like.
3. Show these to potential customers and get input/feedback on
your product/service.
4. Ask potential customers “what they like” and “what they
don’t like”. Understand WHY they say that! Understand
priorities and trade-offs.
5. Listen, write down, record but DO NOT EDIT or discard
any customer comments.