Source Bob Neel Product Development Process ConsulCng Stage Gate Is a

Source bob neel product development process consulcng

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Source: Bob Neel, Product Development Process ConsulCng ? ? ? ? ? ? ?
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Stage-Gate® ! Is a conceptual and operational map – a blueprint for managing the NPD process to improve effectiveness and efficiency ! maps out what needs to be done – as well as how to do it ! Developed based on what has caused NP failure ! missing steps and activities ! poor organisational design and leadership ! low quality of execution ! unreliable data ! missed timelines R.G. Cooper (2008) “The Stage-Gate Idea- to-Launch Process–Update, What’s New and NexGen Systems,” J. Product Innovation Management , 25, 3,, pp 213-232
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Stage-Gate® - Typical ‘5’ S&G Model R.G. Cooper (2008) “The Stage-Gate Idea- to-Launch Process– Update, What’s New and NexGen Systems,” J. Product InnovaCon Management , 25, 3,, pp 213-232 Is a conceptual and operaAonal map – a blueprint for managing the NPD process to improve effecAveness and efficiency maps out what needs to be done – as well as how to do it
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7 Goals of the Stage-gate Process ! 1. Quality of execution ! 2. Sharper focus and better prioritisation ! 3. Fast paced parallel processing with spirals ! 4. Cross functional team involvement ! 5. Strong market focus with Voice-of-the-Customer (VOC) ! 6. Better Front-end homework ! 7. Product with competitive advantage
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What are ‘Stages? A Set of Information-Gathering Stages Followed by Go/Kill Decision Gates ! A set of best-practice activities needed to progress the project to the next gate or decision point ! Undertaken in parallel / concurrently by a cross- functional team ! no “R&D stage” or “Marketing stage” - no department “owns” any one stage R.G. Cooper (2008) The Stage-Gate Idea- to-Launch Process–Update, What s New and NexGen Systems, J. Product InnovaCon Management , 25, 3,, pp 213-232 Conduct consumer research on several product concepts…analyse the results to determine which ones rank best…prepare a report outlining which concept should be funded for development Gates deal with three quality issues: 1. quality of execution of the stage activities 2. business rationale / assessment; and 3. the quality of the action plan going forward
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Stages and gates ! Lets take a quick run through
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Stage 0 – Discovery ! Activities designed to discover opportunities and to generate new product ideas. ! Linked to the growth goals of the first – existing and new marketing and customers, brand development ! Ideas are everywhere inside and outside of the company - trouble is they often stagnate ! Companies like Guinness Breweries establish a proactive idea capture and handling scheme Guinness idea management process
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Example of an Idea Management System
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Gate 1: Idea Screen ! Quick assessment of the idea ! Worthy of staffing ! Fit with PIC (brief)
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Stage 1: Scoping ! More detailed but still early investigation and scoping of the project ! Ideas formed to concepts ! Focus groups, online panels, desk research….. ! What would you do for your new Chocolate product?
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  • Three '17
  • new product development, NPD, product innovation

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