Npdprocessgeneric
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The document discusses improving a company's new product development process. It addresses defining a formal product development process with stages for concept development, market testing, product design, and development. This includes establishing requirements for each stage, such as understanding market requirements in concept and core use cases in market testing. It also discusses balancing structured processes with flexibility through prototyping, managing resource allocation, and incentivizing new ideas. The goal is to bring order to the chaotic NPD situation while still fostering innovation.
![New Product Development
1. Product Portfolio [Resource Allocation]
2. The NPD Situation – It’s chaotic
3. Ideation Process
4. Product Development Process](https://image.slidesharecdn.com/npdprocessgeneric-101109014954-phpapp01/85/Npdprocessgeneric-1-320.jpg)
Npdprocessgeneric
- 1. New Product Development 1. Product Portfolio [Resource Allocation] 2. The NPD Situation – It’s chaotic 3. Ideation Process 4. Product Development Process
- 2. Breaking It Down • What investments are we making with our available resources and where we need to make changes?
- 3. Breaking it Down Further • When we look closer, we see that each type of investment will impact the business differently and will have different risk tolerance and therefore a different approach to requirements Run: Changes to existing market offerings that do no impact the functional requirements of the offering Run: Changes to existing market offerings that do no impact the functional requirements of the offering Tune: Changes to existing market offerings that require functional changes to the offering in order to improve value Tune: Changes to existing market offerings that require functional changes to the offering in order to improve value Grow: New market offerings that require market analysis, new functional requirements and path to market Grow: New market offerings that require market analysis, new functional requirements and path to market
- 4. The NPD Situation Guiding Principles The Fantasy 1. Define the Market Problem 2. Define the Solution 3. Build it…
- 5. The NPD Situation Guiding Principles 1. What the heck is this? 2. Is this what it is? 3. Maybe this is it… The Reality The Fantasy 1. Define the Market Problem 2. Define the Solution 3. Build it…
- 6. The NPD Situation Guiding Principles 1. What the heck is this? 2. Is this what it is? 3. Maybe this is it… The Reality The Fantasy 1. Define the Market Problem 2. Define the Solution 3. Build it… What can we do about this? 1. Accept that it’s chaotic and 2. Implement a process! What can we do about this? 1. Accept that it’s chaotic and 2. Implement a process!
- 7. Ideation Process 1. A managed process with resources allocated to identify and develop new ideas 2. New ideas sourced via focused efforts to interview people across the entire company 3. Support this process by creating incentives for new ideas that make it to Commissioned Status 1. A managed process with resources allocated to identify and develop new ideas 2. New ideas sourced via focused efforts to interview people across the entire company 3. Support this process by creating incentives for new ideas that make it to Commissioned Status
- 8. The Development Process • Each phase along the way has unique requirements needs • In the New Product Development process, this is most clear At the Concept State, we want to understand the Market Requirements At the Concept State, we want to understand the Market Requirements At the Market Testing stage, we want to understand the Core Use Cases we can commit to. At the Market Testing stage, we want to understand the Core Use Cases we can commit to. At the Design Stage, we want to understand the functional and technical requirements. At the Design Stage, we want to understand the functional and technical requirements.
- 9. Business Plan The “Pitch” Each new product needs it’s own business plan. The business plan needs to incorporate the companywide business plan. Each new product needs it’s own business plan. The business plan needs to incorporate the companywide business plan.
- 10. Stage 1 – Concept Development • Concept – Simple, high-level description of the market, the problem, the solution and the economics • Business Case – How do we think this concept will make money? How does it fit into our strategy? What are the criteria for success? • Market Requirements Document – Detailed analysis of the market, the opportunity, the competitors, etc.
- 11. Stage 2 – Market Testing • Pilots – Hands on interaction with motivated early adopters in the target market to understand the roles and the problem/opportunity • Prototyping – Early concepts of what the solution might do and how it might work: interactive/visual/scenarios, etc. • Use Cases – What are the roles and scenarios that we can firmly articulate as critical to the success of the offering?
- 12. Stage 3 – Product Design • PRD – Detailed product requirements, including services, documentation, support, rollout, etc. This document needs to harmonize with the technical development methodology. • Functional Spec – Detailed depiction of the functionality of the product; could be in the form of a working prototype • Technical Spec – Detailed technical design and architecture, including core technology, design pattern, hardware, tools, etc.
- 13. Stage 4 – Product Development • Develop – Development team, methodology and project plan: code, test, validate, release • Launch – Marketing release, including PR, web site, and other campaigns as outlined in the BP • Support – Hand off to support for ongoing tuning, enhancements, and improvements
- 14. Prototyping Process • Prototypes are disposable tools to test, measure and learn • Prototypes inform our understanding of the market need AND the technology design
- 15. Outside the Box Innovation • “Inside the Box” innovation means that we work within the current platform constraints • “Outside the Box” innovation means we go beyond the current platform constraints and look for ways to re-invent the platform
- 16. So How do we Get there? • “We want to take a more formalized approach to product development, but how do we navigate the changes?” • Start by modeling a requirements management process Model - Define - Test - Document Model - Define - Test - Document Deploy - Right Team - Right Project - Learn Deploy - Right Team - Right Project - Learn Refine - Feedback - Change - Communicate Refine - Feedback - Change - Communicate