Helping companies bring the right ideas to market

We are a creative team of data-driven experts

preeto office photo at kring

The story began in 2012, when a group of Danish business leaders visited Google as part of a corporate exchange program.

During the visit, Esben Gadsbøll (WhiteAway) and Jesper Kring (KRING Venture Studio), among others, were introduced to the pretotyping concept by Alberto Savoia. Alberto was Google’s then Engineering Director and was the mastermind behind the pretotyping method.

Tim Vang ( Co-founder) was subsequently flown over to Google and was personally trained by Alberto on the ins and outs of pretotyping. has been known in its field as pretotyping experts and has been working on spreading the pretotyping knowledge through workshops. As we aim to change how companies innovate, we want to instil a customer-centric mindset at the very early stage of a company’s innovation process – the idea validation stage.

Now, serves as a leading innovation partner of some of world’s largest innovative companies. We conduct rapid market validation experiments to help companies obtain unbiased insights, so they can determine which ideas to drop or pursue.

Tim Vang

Tim Vang

Co-founder of

Tim has led several innovation teams, set up incubators, and helped start a large number of companies. He is passionate about creating better conditions for innovation and entrepreneurship by testing and launching ideas smarter, cheaper, and more securely.

Since his visit and training with Alberto Savoia in 2012, Tim has been working with international companies to implement pretotyping as a common method in their innovation processes.

Alberto Savoia

Alberto Savioa

The Godfather of Pretotyping

A good friend of, Alberto Savoia, is the mastermind behind the pretotyping method.

Today, Alberto continues to spread the pretotyping tool to corporates, start-ups, and innovators worldwide (his book – “The Right It”).  At Google, he led the team that, among other things, created successes such as Google Adwords (today Google Ads)