Product Development Insights


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Product Development Insights

  1. 1. Insights about Product Development Nelson Ayala, Ph.D., MBA Senior Product Development Scientist Fleet Pharmaceuticals
  2. 2. #1 Customers expect that a product will delight them <ul><li>Create the most customer preferred product attributes at a price they can afford and you will guarantee a place on the shelf. </li></ul><ul><li>Product attributes include the most alluring fragrance, best tactile feel, best tasting product. </li></ul><ul><li>Identify which needs customers care about and deliver them at a price they will pay. </li></ul><ul><li>Present your best ideas to the marketing group to feed idea generation. Marketing will then feed upper management’s hunger for new products. </li></ul>
  3. 3. #2 Without a point of difference, a product will not last long on the market <ul><li>This is really a corollary to insight #1 </li></ul><ul><li>The strategy of rushing to marketing without any innovative features and few distinguishing benefits will resort in a short product life cycle. </li></ul><ul><li>This strategy, which I call “Product Overload”, is not successful long term. It causes the team to burnout. </li></ul>
  4. 4. #3 Successful product developers include talented sensory evaluators as early as possible in the product development cycle <ul><li>In house panels ask questions from trained panelist to uncover what is delightful about a product. </li></ul><ul><li>Products can be designed in an iterative fashion to incorporate improvements into the design </li></ul>
  5. 5. #4 Ask as many of your customers as you can afford what they think of your product idea before you launch <ul><li>The goal of in house testing with paid volunteers is to identify which prototype formulas have superior sensory attributes. This is a formalized activity which is conducted scientifically. </li></ul>
  6. 6. #5 Let the data speak <ul><li>Do not let the opinions of a few people dominate the outcome of the panel research. </li></ul><ul><li>With two products of similar composition, a panel size of at least 30 subjects is needed to ensure a scientifically significant result. </li></ul><ul><li>The demographics of the panel matters a great deal. Male, female, young, old – it makes a difference who you ask and how you frame the questions. </li></ul>
  7. 7. #6 Technical managers must train and motivate their staff to succeed <ul><li>Make training a high priority by taking your team on trips for day long seminars for new topics, and by providing in house webinars. </li></ul><ul><li>In the role of coach, share with your team all of the years of experience. </li></ul><ul><li>Most people are hungry for knowledge and want to improve themselves. Feed their thirst for knowledge which will make them more productive, and reinforce this attitude of learning regularly. </li></ul>
  8. 8. #7 The cost of not training your staff far exceeds the cost of training them <ul><li>You can train them and they will work hard for you until they can get a better paying job. </li></ul><ul><li>Or you can not train them, they will perform poorly, and they will stay. </li></ul><ul><li>Your choice is clear. </li></ul>
  9. 9. #8 New product ideas need strong champions to reach the marketplace <ul><li>Product developers demonstrate a passionate belief in their product’s eventual success in the marketplace. </li></ul><ul><li>Your passion will generate tenacity that the team needs to succeed. </li></ul><ul><li>Product champions need effective project management and team building skills and must work with the team to reinforce this tenacity. </li></ul><ul><li>The passion that product developers bring to the process makes the difference between successful launch and a stalled project. </li></ul>
  10. 10. #9 The process of New Product Development is more than important than any one product launch <ul><li>The Good - A well managed product development process can generate many high quality products. </li></ul><ul><li>The Bad - A poorly designed process can waste a lot of time and resources </li></ul><ul><li>The Ugly - The absence of a process can lead to missed deadlines and failure to launch </li></ul>
  11. 11. #10 Best practices utilize professional project managers <ul><li>This is all PM’s do – manage time and resources. This specialization frees the rest of the team to excel at what they do best. </li></ul><ul><li>You may never get a second chance to bring a good idea to market because marketing will quickly lose interest which you are in the lab trying to fix problems caused by lack of planning. </li></ul><ul><li>Eventually some other company will come out with the idea you thought was so good, so why not be the first company to launch it? </li></ul><ul><li>Spend the money, hire a project manager to manage all your projects. </li></ul>
  12. 12. #11 Successful project managers lead the project and the people on a day to day basis <ul><li>PMs assign all the right tasks to the right people who will perform their tasks correctly and in a timely fashion. </li></ul><ul><li>In a multifunctional team environment, the entire team should be kept informed about the progress of the critical path activities. </li></ul><ul><li>Managing people is always the hardest part of any project. PM’s must strive to lead the team in a spirit of collaboration. </li></ul>
  13. 13. #12 Successful projects are successful because all the stakeholders to agree to work together <ul><li>Great product ideas can come from anywhere, but top management must agree to the concept in order that the funding is available to make it happen. </li></ul><ul><li>When bringing ideas to upper management, be prepared to explain the benefits and have a full business plan prepared. </li></ul>
  14. 14. #13 Market research plants the seeds for a successful launch <ul><li>Market research can test the validity and viability of the concept. </li></ul><ul><li>Customers may not know what they want to buy if they have never seen it or used it (iPod) but they usually know what they will not buy (Edsel, reformulated Coke). </li></ul><ul><li>Market research will save the team from pursuing a dead end. It is better to receive a failing grade from market research than to force the development team to create a product that market research could have predicted that customers would not buy at any price </li></ul><ul><li>Market research saves time and money. It is far less expensive when a concept fails in market research than when it fails to sell in the store. </li></ul>
  15. 15. #14 Project Brief needed for successful project outcome <ul><li>In the project brief, all the resources that will be needed for a project to succeed will be allocated. </li></ul><ul><li>The project brief is signed by all the department heads who agree to support the project. </li></ul>
  16. 16. #15 Preformulation saves time and money <ul><li>From the information gained in the literature search and market survey a number of prototype formulas can be assembled on the bench. </li></ul><ul><li>The appropriate active ingredient and correct level of active ingredients are the first choices which the formulator will make. </li></ul><ul><li>A preservative system is selected which will be stable and efficacious. GRAS excipients are selected to provide a suitable vehicle for finished product. </li></ul><ul><li>Preformulation allows you to check that there are no interactions between the ingredients separately. </li></ul>
  17. 17. #16 It is far less expensive when a product fails a stability test than having to formulate after the launch <ul><li>When a consumer preferred formula is ready, stability samples will be made, and stability testing will begin. </li></ul><ul><li>Stress studies uncover weak links in the formulation which can be corrected easily at this stage. </li></ul><ul><li>Three months of accelerated stability testing is needed before scheduling a scale up batch, which will require a batch record being created and analytical methods to insure product quality is preserved. </li></ul>
  18. 18. #17 Quality by Design (QBD) saves money <ul><li>A quality formulation is a robust formulation that is inherently stable, efficacious, and consistent in manufacturing. </li></ul><ul><li>This can be achieved a thorough understanding of the limitations of the formulation ingredients. </li></ul><ul><li>Testing proves testing works </li></ul>