Post on 24-Dec-2014
description
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
RS
AC
TIV
ITIE
S
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
DE
LIV
ER
AB
LE
S
• 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