Product DevelopmentProduct Development

Phased Review ProcessPhased Review Process

Kevin Griggs

Product Development ProcessProduct Development Process

Uncover Uncover customer and customer and

market market opportunitiesopportunities

Develop service Develop service and technology and technology

componentscomponents

Formulate Formulate features that features that

address unmet address unmet needsneeds

Validate Validate feasibility based feasibility based

on on requirements requirements

Build Build business case business case to support the to support the

opportunityopportunity

Determine Determine which “needs” which “needs” fit the strategic fit the strategic

directiondirection

Discovery Discovery The process of searching for and identifying opportunity candidates. This phase discovers market needs and defines product features

DevelopmentDevelopmentThe process of converting specifications into tangible products or services. This phase results in a marketable product.

CommercializationCommercializationThe process of consumer adoption. Introduction, training and product renewal are part of this phase.

Execute Execute product product rollout rollout plans plans

Measure and Measure and monitor monitor product product

success success

Develop product Develop product renewal or renewal or

retirement plans retirement plans

Product Development & Management Association

Why use a phased review process?Why use a phased review process?Why use a phased review process?Why use a phased review process?

A phased review – or gating - process stops projects from advancing in the development lifecycle with “unstable product specifications.”

Failure to effectively define the product before development is the major cause of product failure and launch delays.

Many projects move too far into the development process without serious scrutiny. “…Marginal projects that have advanced into the development lifecycle are much harder to kill…”

Because it forces up-front homework…Because it forces up-front homework…

……and creates a and creates a funnelfunnel… not a tunnel.… not a tunnel.

Product Management Product Management PhasesPhases

Product Management Product Management PhasesPhases

DiscoverEnrich

Idea Generation

DiscoverDiscoverDiscoverDiscover DesignDesignDesignDesign DevelopDevelopDevelopDevelop LaunchLaunchLaunchLaunch RetireRetireRetireRetire00 11 22 33 44

OW

NE

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TIV

ITIE

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Product Marketing Product ManagementBusiness Sponsor

Technology

Product Marketing Product Management

Technology

Product Marketing Product Management

Product Management

Hi-level Product Features

Product Assessment

Business Impact

Test Marketing

Product Requirements

Product Plan

Resource Plan

Proof of Concept

Functional Specifications

Operations Model

Development & Test

Release Plans

Positioning and Training Plans

Launch Planning

Product Rollout

Training Plan Execution

Marketing Plan Execution

Relationship Mgr Activities

Decommission Assessment

Cost / Benefit Analysis

Transition Plan

Timetable and Announcement

Support Plan

GO / NO GO

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LIV

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• Opportunity Assessment

• Business Case

• Proof of Concept

• Completed Product

• Global Rollout Plan

• Global Launch Plan

• Technology Release Plans

• Launch Tracking Metrics

• Product P&L

• Decommission Plan

• Cost Savings

Launch Results Monitoring

GO / NO GO GO / NO GO GO / NO GO GO / NO GO