The Ins and Outs of Product Development Process


In my previous post on the topic of New Product Development Process, I have identified eight key steps within the process.

Here are the inputs, outputs and teams that need to be involved:

1. Idea Generation

Input:

  • Brainstorm

  • Market Analysis

  • Market Dynamics

  • Market Research

  • Brand Positioning

Output:

  • New Product Proposal(s)

Core Team:

  • Business Unit Sponsor

  • Marketing

  • Product

  • Engineering

  • Finance

2. Idea Screening

Input:

  • New Product Brief or Proposal

  • Risk Analysis

  • Rough Estimate of Budget and Schedule

  • Financial Justification

  • Voice of the Customer (VOC)

Output:

  • Approved Product Proposals

  • Business Case

Core Team:

  • Idea Steering committee

3. Concept Development and Testing

Input:

  • Operational Needs Assessment

  • Concept of Operations

  • Operational Requirements

  • High-Level Concept Definition

Output:

  • Product Concept Specs including:

  • Outline definition of new product

  • Initial Analysis

  • Business / Marketing Strategy

  • Estimate Resource Requirement

  • Brand Fit Test

Core Team:

  • Business Unit Sponsor

  • Product Owner

  • IP Specialists

  • Product Development

  • Engineering

  • Community Manager

  • Finance

  • Design Research/Data Science

3.a Feasibility Study

Input:

  • Operational Vision

  • Operational Capacity Plan

  • Resource Capacity Plan

  • Current Priorities

  • Market Research

Output:

  • Cost and Benefit Analysis

  • Implementation Plan

  • Priority Schedule

  • Risks and Impacts Assessment

Core Team:

  • Product Owner

  • Product Manager

  • Project Manager

  • Marketing

  • Sales

  • Finance

4. Business Analysis

Input:

  • Strategic Vision

  • Operations and System Processes

Output:

  • Business Requirements

  • Spec of Operational Requirements

  • Service Level Requirements

  • Marketing and Sales Requirements

  • Training Requirements

  • Business Case Development

Core Team:

  • Product Owner

  • Product Manager

  • Project Manager

  • Marketing

  • Sales

  • Finance

5. Prototyping and Marketing Testing

Input:

  • Strategic Vision

  • Operations and System Processes

Output:

  • Business Requirements

  • Spec of Operational Requirements

  • Service Level Requirements

  • Marketing and Sales Requirements

  • Training Requirements

  • Business Case Development

Core Team:

  • Product Owner

  • Product Manager

  • Project Manager

  • Marketing

  • Sales

  • Finance

6. Product Development

Input:

  • Production Readiness Review

  • System Constraints

  • System Enablers

Output:

  • Tested Process and Systems

  • Marketing Literature Developed

  • Launch Plan

Core Team:

  • Product Owner

  • Design Research

  • Engineering

  • QA

  • Production Planning

  • Logistics

  • Supply Chain

7. Launch or Commercialization

Input:

  • Launch Readiness and Process

Output:

  • Commercial Product

Core Team:

  • Marketing

  • Sales

  • Community Liaison

  • Logistics

  • Supply Chain

  • Finance

8. Post-Launch Review and Evaluation

Input:

  • Sales Analysis

  • Market Research

  • Ad Analysis

Output:

  • Post-Implementation Review

Core Team:

  • Marketing

  • Sales

  • Product Owner

  • Finance

New Product Development Tips:

  • Keep the idea funnels wide open. As Stage-Gate’s Dr. Cooper advises, find and fill the product “white spaces” , i.e., untapped marketplace opportunities.

  • Always develop with the customer in mind.

  • Make the system lean, adaptive, flexible and scalable, in order that you can simultaneously process different types and risk levels of projects.

  • "Creative” and “Structured” need not be mutually exclusive concepts.

  • Collaboration is key.

“Make something people want and sell that, or be someone people need and sell you.” ~ Ryan Lilly

#NewProductLaunch #NewProductDevelopment #NewProductDevelopmentProcess

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