Pree.to teaches and advises on pretotyping techniques to Danish and international companies, incubators, and corporate garages.

Pree.to works with entrepreneurs, product developers, designers and corporate innovators, helping them to test their ideas early and safely through pretotyping. Pretotyping is a method originally developed at Google. It is an approach that creates innovation with concrete and measurable results.

The story behind Pree.to 

The story behind Pree.to begins back in 2012, when a delegation of Danish business leaders visited Google as part of a corporate exchange program. During the visit, Esben Gadsbøll (WhiteAway) and Jesper Kring (KRING INNOVATION), among others, were introduced to pretotyping by then Engineering Director – Alberto Savoia, who is also the originator of the method.

Tim Vang was then flown over to Google to be trained in pretotyping personally by Alberto.

Alberto explained that his work originates from the striking insights he gained from looking through Google’s past projects. Surprisingly, Google fails over 80% of the time when trying to launch a new product, service or feature. 

It’s a striking piece of information that shows failure is often the most likely outcome of innovation – no matter how good you are.

Pree.to was founded around the mission to spread the word about pretotyping in Denmark and around the world. The goal remains to make Denmark the Silicon Valley of the North. This has been done by blending our knowledge of designing new products and services with the thinking behind pretotyping. Denmark must become a laboratory where we test things that others can only dream of.

With collaborations involving some of Denmark’s biggest companies and organisations, Pree.to is making good progress. Preeto is currently sharing an office with KRING, which allows for collaboration on projects and knowledge sharing.