The document outlines a stage gate product launch process used by a company. It describes 10 stages: Idea Screen, Second Screen, Go to Development, Go to Testing, Go to Launch, Launch, Testing and Validation, Development, Build Business Case, and Discovery. Each stage involves evaluating product ideas against criteria like strategic alignment, market attractiveness, and technical feasibility to determine if the idea passes through the stage gate to the next phase of the process. The stages also involve activities like defining customer needs, analyzing market size and competition, developing a business case with financial forecasts, and establishing a marketing and launch plan. The process aims to systematically evaluate new product opportunities.

1. Stage Gate Product Launch Process
Your Company Name

2. STAGE GATE PRODUCT INNOVATION PROCESS
WWW.COMPANYNAME.COM 2
01
Idea
Screen
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03
Second
Screen
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05
Go To
Development
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07
Go To
Testing
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09
Go To
Launch
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10
Launch
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08
Testing And
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06
Development
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04
Build Business
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02
Scoping
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3. GATE CRITERIA MUST MEET AND SHOULD MEET
WWW.COMPANYNAME.COM 3
1. Strategic
• Degree To Which Project
Aligns With Bu’s Strategy
• Strategic Importance
2. Product advantage
• Unique Benefits
• Meets Customer Needs Better
• Value For Money
3. Market attractiveness
• Market Size
• Market Growth
• Competitive Situation
4. Synergies(leverages Core Competencies)
• Market Synergies
• Technological Synergies
• Manufacturing/Processing Synergies
5. Technical Feasibility
• Technical Gap
• Complexity
• Technical Uncertainty
6. Risk Vs. Return
• Expected Profitability (Magnitude ; E. G. NPV )
• Return(e.g. IRR)
• Payback Period
• Certainty Of Return/Profit Estimates
• Low Cost And Fast To Do
SHOULD MEET
CRITERIA
(Scored On O-10
Scales)
• Strategic alignment(fits Bu’s Strategy
• Reasonable likelihood of technical feasibility
• Meets eh and s and legal policies
• Positive return Vs. risk
• No show stoppers (killer variables)
MUST MEET
CRITERIA
(Checklist- Yes/No)

4. Stage 0
Discovery
4WWW.COMPANYNAME.COM

5. GENERATE NEW PRODUCT IDEAS
WWW.COMPANYNAME.COM 5
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Idea 3
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Idea 4
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Idea 5
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Idea 1
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Idea 1

6. EXTERNAL SOURCES OF NEW PRODUCT IDEAS
WWW.COMPANYNAME.COM 6
06 01
02
04
05
03
Market
Research
Long Range
Studies
Market Gap
Analysis
Learning
From
Competitors
Consumer
Activity Analysis
‘Fallout’ Form Predictions Of
Changing Economic And Social
Conditions
Locating Areas Of
Consumer Dissatisfaction
With Current Products
Analysis Of Existing
Product Perceptions
Overseas Experience
Transferring Foreign
Products
Copying The
Competition
Studying Activities To
Identify Unsatisfied Needs

7. INTERNAL SOURCES OF NEW PRODUCT IDEAS
WWW.COMPANYNAME.COM 7
▪ Product Testing
▪ Product
Enhancement
▪ Brainstorming
▪ Accident
▪ Strategic
Planning
▪ Marketing
Manager
INTERNAL
SOURCES
Sales
Force
Innovation
Group
Meetings
Research
And
Engineering
Employee
Suggestions
Stock
Holders
Management

8. WWW.COMPANYNAME.COM 8
Gate 1
Idea
Screen

9. SCREENING THE IDEAS
WWW.COMPANYNAME.COM 9
QUESTIONS Idea 1 Idea 2 Idea 3 Idea 4
Is There A Real Need For The Product And Will
Customers Buy It?
Yes Yes No No
Does The Company Have The Resources To Make
The Product A Success?
Yes No Yes Yes
Will It Make Money For The Company ? No No Yes Yes

10. 10
Stage 1
Scoping
WWW.COMPANYNAME.COM

11. PRODUCT STRENGTH AND WEAKNESS
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WEAKNESS
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STRENGTH
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12. PRODUCT FEATURES AND BENEFITS
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FEATURES
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BENEFITS

13. COMPETITOR ANALYSIS COMPARISON TABLE
WWW.COMPANYNAME.COM 13
CRITERIA
REVENUE PROFIT
MARKET
SHARE
MAIN
ACTIVITY
NUMBER OF
EMPLOYEE
PRODUCT
QUALITY
YOUR TEXT
COMPETITOR A Your Text Your Text Your Text Your Text Your Text Your Text Your Text
COMPETITOR B Your Text Your Text Your Text Your Text Your Text Your Text Your Text
COMPETITOR C Your Text Your Text Your Text Your Text Your Text Your Text Your Text
COMPETITOR D Your Text Your Text Your Text Your Text Your Text Your Text Your Text
COMPETITOR E Your Text Your Text Your Text Your Text Your Text Your Text Your Text
COMPETITOR F Your Text Your Text Your Text Your Text Your Text Your Text Your Text
COMPETITOR G Your Text Your Text Your Text Your Text Your Text Your Text Your Text
COMPETITOR H Your Text Your Text Your Text Your Text Your Text Your Text Your Text
COMPETITOR I Your Text Your Text Your Text Your Text Your Text Your Text Your Text
COMPETITOR J Your Text Your Text Your Text Your Text Your Text Your Text Your Text

14. THREAT FROM COMPETITORS PORTER'S FIVE FORCES MODEL
WWW.COMPANYNAME.COM 14
01
Threat Of
New Entry
02
Buyer
Power
03
Threat Of
Substitute
04
Supplier
Power
Competitive
Rivalry
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15. 15
Gate 2
Second
Screen
WWW.COMPANYNAME.COM

16. EVALUATING THE ROUGH RESEARCH
WWW.COMPANYNAME.COM 16
Key Performance Indicators Criteria 1 Criteria 2
Overall Project Performance
Product Need
Threat From Competitors
Feasibility
0201 03

17. 17
Stage 2
Building
Business
Case
WWW.COMPANYNAME.COM

18. PRODUCT DEFINITION
WWW.COMPANYNAME.COM 18
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PRODUCT
DEFINITION

19. UNDERSTANDING CUSTOMER NEEDS
WWW.COMPANYNAME.COM 19
0105
0204
03
Understanding
Customer
Needs
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20. UNDERSTANDING CUSTOMER NEEDS
WWW.COMPANYNAME.COM 20
Education &
Experience
Indirect Pervious
Experience
Direct Pervious
Experience
Research
Word Of Mouth
Sales Person
Origin Need
Origin Need
Psychological
Need
Value Need
Performance
Need
BelongingEsteem
I Need A New
Phone
I Still Need A New
Phone
A 10+ megapixel
camera
Re-sell Value
A Popular
Brand
My Friends All
Have iPhone

21. WWW.COMPANYNAME.COM 21
CUSTOMER NEEDS WANTS & DEMANDS
Physiological Needs
Hunger Thirst
Esteem Needs
Self esteem
Recognition Status
Social Needs Sense Of
Belonging Love
Safety Needs Security
Protection
Need
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Wants
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Demands
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22. CUSTOMER PERSONAS
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Customer Types &
Personas
Customer Personas

23. CUSTOMER TYPES
WWW.COMPANYNAME.COM 23
$$$$$
Decision
Maker
$$$$
Economic Buye
$$$
Recommender
$$
Influencer
$
End User
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24. CUSTOMER DISCOVERY SCORECARD
WWW.COMPANYNAME.COM 24
4 Primary Research
Customer Discovery Scorecard
01
02
03
04
Customer Problem Interview

25. MARKET ANALYSIS - MARKET SIZE
WWW.COMPANYNAME.COM 25
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26. MARKET ANALYSIS - MARKET SIZE
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Market Type
Competitive
Analysis
Market
Size

27. MARKET ANALYSIS - MARKET SHARE
WWW.COMPANYNAME.COM 27
Brand 1
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Brand 3
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Brand 4
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Brand 5
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Brand 6
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40%
20%
15%
10%
10% 5%

28. MARKET ANALYSIS - MARKET SEGMENTATION
WWW.COMPANYNAME.COM 28
▪ User Status
▪ Usage Rate
▪ Benefits
▪ Sought
▪ Occasions
▪ Loyalty
▪ Attitude
Behavioral
▪ Lifestyle
▪ Social
▪ Class
▪ Personality
Psychographic
▪ Age
▪ Gender
▪ Sex
▪ Family
▪ Education
▪ Income
Demographic
▪ Countries
▪ Nations
▪ Status
▪ Regions
▪ Cities
▪ Neighborhoods
Geographic
Market
Segmentation

29. MARKET ANALYSIS - MARKET ATTRACTIVENESS
WWW.COMPANYNAME.COM 29
BUSINESS POSITION
MARKETATTRACTIVENESS
Strong Medium Week
LowHighMedium
Medium Attractiveness
Low Attractiveness
High Attractiveness

30. MARKET ANALYSIS - PRICING ASSUMPTION
WWW.COMPANYNAME.COM 30
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OUR
COST

31. COMPETITIVE ANALYSIS (STEVE BLANK'S PETAL DIAGRAM ON COMPETITIVE LANDSCAPE)
WWW.COMPANYNAME.COM 31
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05
04 03
02
01

32. COMPETITIVE ANALYSIS - SWOT ANALYSIS
WWW.COMPANYNAME.COM 32
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Strengths
S
WeaknessW
Opportunities
O
Threats T

33. COMPETITIVE ADVANTAGE
WWW.COMPANYNAME.COM 33
06 01
02
0304
05
Competitive
Advantage
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34. WWW.COMPANYNAME.COM 34
MARKETING & LAUNCH COST ANALYSIS
Cost Benefit Analysis
Media Tactic
Event
Guerrilla Marketing
Social Media
Pay With A Tweet
Promotional Video
Cost
$50,000
$40,000
So
(FREE)
$8,000
$3,000
Benefit
Approximately 40,000 Students Attend A
College 1
Approximately 130,000 People Will Be
Exposed 1,3
Approximately 1 Billion Accounts Exist
2,3
Approximately 175 Million People
Worldwide Have A Twitter Account 3
You Tube Is Used 30 Billion Minutes Per
Month,

35. BUSINESS & FINANCIAL ANALYSIS - REQUIRED INVESTMENT
WWW.COMPANYNAME.COM 35
Licenses & Legal
8,000
Store Remodeling And Installation
Costs
12,000
Other
3,000
Consulting
3,000
Marketing
9,000
Operation And Management
Equipment
6,780
Total 41,780

36. BUSINESS ANALYSIS
WWW.COMPANYNAME.COM 36
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Winners Take Overs
Targets
Breakup
Targets
Losers
High Low
Market Share
HighLow
RevenueGrowth

37. RISK ANALYSIS
WWW.COMPANYNAME.COM 37
Risk Assessment Matrix
Severity Catastrophic
(1)
Critical (2) Marginal (3) Negligible (4)
Probability
Frequent (A) High High Serious Medium
Probable (B) High High Serious Medium
Occasional (C) High Serious Medium Low
Remote (D) Serious Medium Medium Low
Improbable (E) Medium Medium Medium Low
Eliminated (F) Eliminated

38. PROJECT DEFINITION
WWW.COMPANYNAME.COM 38
Constraint
Time Cost
Quality
Skills
Objective
Scope
Risks
Stakeholder
Metrics
Success
Criteria
Approach
Project
Definition
Options Business
Case Benefits
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39. WWW.COMPANYNAME.COM 39
PROJECT JUSTIFICATION
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01
02
03
04
05
06
PROJECT
JUSTIFICATION

40. BUILDING THE BUSINESS CASE
WWW.COMPANYNAME.COM 40
Business Case Template
Executive Summary
Reasons
Business Options
Expected Benefits
Expected Dis-benefits
Timescale
Investment Appraisal
Major Risks
Casts

41. BUILDING THE PROJECT PLAN
WWW.COMPANYNAME.COM 41
Stage Year 1 Quarter 3 Year 1 Quarter 4 Year 2 Quarter 1 Year 2 Quarter 2
Stage 1
Stage 2
Stage 3
Stage 4
Stage 5
Stage 6
Stage 7

42. FEASIBILITY REVIEW
WWW.COMPANYNAME.COM 42
Operational
Feasibility
Economic
Feasibility
Legal Requirement
Feasibility
Scheduling
Requirement
Feasibility
Technical
Feasibility
Project
Analysis
Recommendations
For Business
Summary Of
Gathered Results

43. Gate 3
Go To
Developme
nt
WWW.COMPANYNAME.COM 43

44. EVALUATING SCORES AT GO KILL GATE MEETING
WWW.COMPANYNAME.COM 44
Name 1 0 10 4 7 7 10 38
Name 2 10 7 4 4 7 4 36
Name 3 10 10 7 4 4 4 39
Name 4 10 7 7 4 7 0 35
Name 5 7 7 4 4 7 0 29
Name 6 7 5 4 4 4 0 24
Name 7 10 10 4 7 7 4 42
Name 8 7 7 4 7 7 0 32
Mean Team
Std. Dev. Total
61 63 38 41 50 22 275
7.6 7.5 4.8 5.1 6.3 2,8 34.4
10 7 4 4 7 4 36
3.42 1.89 1.39 1.55 139 3.54
Evaluator Strategic
Product
Advantage
Market
Attractiveness
Leverage
Competencies
Technical
Feasibility
Reward
Vsrisk
Score Out
Of 60

45. Stage 3
Development
WWW.COMPANYNAME.COM 45

46. MANUFACTURING PLAN
WWW.COMPANYNAME.COM 46
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Task Month Oct Nov Dec Jan Feb Mar Apr

47. OPERATIONS PLAN
WWW.COMPANYNAME.COM 47
Category Key Initiatives Prioritization Project Lead
Sales
Marketing
R&D
Operation
People
Financial And Admin

48. MARKETING LAUNCH PLAN
48
Your Text Here
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06
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08

49. DIGITAL MARKETING ROADMAP
WWW.COMPANYNAME.COM 49
Content
Whitepaper
Development
Webinars Content Creation Initiative #6
Newsletter Sing Up
Plugin
Blog Post Developments Video W/Lead Capture Home Page Redesign
Paid Organic Search
Analytics Implementation Competitive Analysis Keyword Research New Bar
On Site SEO Improvements Ad Roll Campaign Iteration Paid Organic Search Initiative #6
Display Advertising Analysis
Email Marketing
In Trial Drip Campaign A/B Message Testing Conversion Initiative #4
Onboarding Optimization
Social Media
Influencer Outreach Program Social Media Initiative #4 Social Media Initiative #4

50. PRODUCT LAUNCH MARKETING BUDGET TEMPLATE
WWW.COMPANYNAME.COM 50
01 01 02 03 04 Totals
02 Public Relations
03 PR Form $45
04 Press Release Development $45
05 Review Program $90
06 Total Public Relations $. $. $. $. $180
07
08 Web Marketing
09 Google As Words Program $80
10 Microsoft As Program $90
11 Yahoo As Program $40
12 Total Web Marketing $. $. $. $. $120
13
14 Advertising
15 Creative Development $45
16 Radio Advertising $25
17 Total Advertising $. $. $. $. $160

51. SMART ACTION PLAN
WWW.COMPANYNAME.COM 51
Activity Target Data
Most
Responsible
Person
Outcome
Deliverables
Progress
01
Create A Proposal Describing Project Background,
Goals And Rational. Include Any Information You Have
On Costs And Benefits, Implementation Strategies,
Action Planning, Timetable And Evalution.Don’t Forget
The Executive Summary.
02
Identification Of Project Lead, Champion And/or The
Group Who Will Lead The Identification And
Implementation Of A CPG
a) Identify Skill And Role Requirement.
b) Communicate/Recruit Interested Individual Or
Group.
c) Secure Participation Of Project Lead.
d) Ensure Project Lead Has Clear Mandate And
Resource Required To Start The Planning Process.
03
Identification, Analysis And Engagement Of
Stakeholders
a) Define Scope Of Implementation-extent Of
Implementation.
b) Identify Stakeholders-use Approach To Identify.
c) Using Team, Collect Data About The Stakeholder-
use A Template Provided.
d) Organize The Data And Analyze-again Use A
Team Approach-strive For Consensus.
e) Determine Strategies That Will Be Used To
Influence, Support And Engage Stakeholders.

52. Gate 4
Go To
Testing
WWW.COMPANYNAME.COM 52

53. Stage 5
Testing and
validation
WWW.COMPANYNAME.COM 53

54. ALPHA TESTING & BETA TESTING
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Beta Testing
Includes A Limited Group Of
Users Outside Of The
Company
Alpha Testing
Done In A Lab Type
Environment
Twin Aims Of Beta Testing
To Get Customer Feedback
And Inspiration To Do A
Sanity Test
Alpha
Testing
Beta
Testing
Full Scale
Show

55. Gate 5
Go To
Launch
WWW.COMPANYNAME.COM 55

56. Stage 5
Launch
WWW.COMPANYNAME.COM 56

57. Post
Launch
Monitoring
WWW.COMPANYNAME.COM 57

58. PERFORMANCE DASHBOARD
WWW.COMPANYNAME.COM 58
0
2
4
6
8
10
Jan
Feb
Mar
Apr
May
June
July
Aug
Sep
Oct
Nov
Dec
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59. PERFORMANCE DASHBOARD
WWW.COMPANYNAME.COM 59
40
50
60
0
7010
80
20
30
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60. WWW.COMPANYNAME.COM 60
Address
# street number, city,
state
Contact Numbers:
0123456789
Email Address:
emailaddress@gmail.com
THANK YOU