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This document discusses product development processes and organizations. It covers the following key points: 1. An enterprise must define both a product development process and organization. A well-defined process helps ensure quality, coordination, planning, and continuous improvement. Organizations must be formed to effectively implement the process. 2. Opportunity identification involves generating many opportunities, screening them, and selecting the best ones. About half of innovation opportunities come from internal sources and half from external customers and sources. 3. Product planning takes place before approval and resource allocation. It determines market segments, technologies, manufacturing goals, financial targets, budgets, and timeframes. The five-step process involves identifying opportunities, evaluating and prioritizing them,

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1. Development Processes and Organizations Development Process An enterprise must make two important decisions about the way it carries out product development. It must define both a product development process and a product development organization. A product development process is the sequence of steps an enterprise to conceive, design, and commercialize a product A well-defined development process helps to ensure product quality, facilitate coordination among team members, plan the development project, and continuously improve the process. The concept development phase requires tremendous integration across the different functions on the development team.
Organizations successful firms must organize their product development staff to implement the process in an effective manner Organizations Are Formed by Establishing Links among Individuals. usually involving specialized education, training, or experience. The concept development phase requires tremendous integration across the different functions on the development team.
2. Opportunity Identification you’ll generate more exceptional ones from a process that exhibits greater variability Generate a large number of opportunities. Seek high quality of the opportunities generated Create high variance in the quality of opportunities Add Text Modern PowerPoint Presentation If you produce more opportunities, you’ll see more exceptional ones
Opportunity Identification Process Develop Promising Opportunities Generate and Sense Many Opportunities Establish a charter Screen Opportunities Organizations create new products to achieve goals such as growing revenues from existing customers, filling a hole in a product line, or entering new market segments. Select some best Opportunities Reflect on the Results and the Process
Based on a survey of companies across many industries, about half of innovation opportunities are generated internally to an organization and about half are recognized from customers and other external sources (Terwiesch and Ulrich, 2009). Techniques for Generating Opportunities
Screen Opportunities The aim is not to pick the single best opportunity The goal of screening is simply to eliminate opportunities that are highly unlikely to result The opportunities is possibly screened by Internal organization, entrepreneurial team, Of course, the group performing the evaluation must have relevant expertise. A Web-based screening survey can be as simple as a listing of opportunities with short descriptions for which you ask respondents simply to indicate a yes–no vote Alternatively, you can use a 1–10 scale You can also use an in-person workshop to evaluate opportunities
Select some best Opportunities Can you patent or brand the idea? Can you establish a sustainable competitive advantage? Are you more capable of executing it than competitors? Do you have the resources needed (financial and developmental) ? are you confident that the investment will be rewarded with appropriate returns?
3. Product Planning The product planning process takes place before a product development project is formally approved, before substantial resources are applied, and before the larger development team is formed. • What market segments should be considered in designing the product and developing its features? • What new technologies (if any) should be incorporated into the new product? • What are the manufacturing and service goals and constraints? • What are the financial targets for the project? • What are the budget and time frame for the project?
Five step process to develop a product planning 1 Identify opportunities. Evaluate Complete pre-project planning Reflect on the results and the process. 3 4 5 2 Market size Market growth rate Competitive intensity Depth of the firm’s existing knowledge of the market Depth of the firm’s existing knowledge of the market Fit with the firm’s other products Fit with the firm’s capabilities Allocate resources and plan timing Evaluate and prioritize opportunities Mission Statement: Product Description Benefit Proposition Key Business Goals Primary Market Secondary Markets Assumptions and Constraints Stakeholders
Identifying Customer Needs The resulting customer needs are used to guide the team in establishing product specifications, generating product concepts, and selecting a product concept for further development.
Identifying Customer Needs Gather raw data from customers. Establish the relative importance of the needs. Organize the needs into a hierarchy Interpret the raw data in terms of customer needs Reflect on the results and the process
Gather raw data from customers Interviews Focus groups Discussion (FGD) Observing the product in use
Some helpful questions When and why do you use this type of product? What issues do you consider when purchasing the product? What do you dislike about the existing products? What do you like about the existing products? What improvements would you make to the product?
Documenting Interactions with Customers Audio recording Still photography Notes Video recording
Interpret Raw Data in Terms of Customer Needs Customer needs are expressed as written statements and are the result of interpreting the need underlying the raw data gathered from the customers. Customer Statements Add Text Modern PowerPoint Presentation Interpreted Need
Organize the Needs into a Hierarchy  The result of steps 1 and 2 should be a list of 50 to 300 need statements.  Such a large number of detailed needs is awkward to work with and difficult to summarize for use in subsequent development activities.  The goal of step 3 is to organize these needs into a hierarchical list. The list will typically consist of a set of primary needs, each one of which will be further characterized by a set of secondary needs
How to execute? Print or write each need statement on a separate card or self-stick note Group the cards according to the similarity of the needs they express Eliminate redundant statements For each group, choose a label. Consider creating super groups consisting of two to five groups Review and edit the organized needs statements
Establish the Relative Importance of the Needs The outcome of this step is a numerical importance weighting for a subset of the needs. The concept development phase requires tremendous integration across the different functions on the development team.
Have we interacted with all of the important types of customers in our target market? Are there areas of inquiry we should pursue in follow-up interviews or surveys? How might we improve the process in future efforts? Reflect on the Results and the Process
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Development Process.pptx

  • 1.
  • 2. 1. Development Processes and Organizations Development Process An enterprise must make two important decisions about the way it carries out product development. It must define both a product development process and a product development organization. A product development process is the sequence of steps an enterprise to conceive, design, and commercialize a product A well-defined development process helps to ensure product quality, facilitate coordination among team members, plan the development project, and continuously improve the process. The concept development phase requires tremendous integration across the different functions on the development team.
  • 3. Organizations successful firms must organize their product development staff to implement the process in an effective manner Organizations Are Formed by Establishing Links among Individuals. usually involving specialized education, training, or experience. The concept development phase requires tremendous integration across the different functions on the development team.
  • 4. 2. Opportunity Identification you’ll generate more exceptional ones from a process that exhibits greater variability Generate a large number of opportunities. Seek high quality of the opportunities generated Create high variance in the quality of opportunities Add Text Modern PowerPoint Presentation If you produce more opportunities, you’ll see more exceptional ones
  • 5. Opportunity Identification Process Develop Promising Opportunities Generate and Sense Many Opportunities Establish a charter Screen Opportunities Organizations create new products to achieve goals such as growing revenues from existing customers, filling a hole in a product line, or entering new market segments. Select some best Opportunities Reflect on the Results and the Process
  • 6. Based on a survey of companies across many industries, about half of innovation opportunities are generated internally to an organization and about half are recognized from customers and other external sources (Terwiesch and Ulrich, 2009). Techniques for Generating Opportunities
  • 7. Screen Opportunities The aim is not to pick the single best opportunity The goal of screening is simply to eliminate opportunities that are highly unlikely to result The opportunities is possibly screened by Internal organization, entrepreneurial team, Of course, the group performing the evaluation must have relevant expertise. A Web-based screening survey can be as simple as a listing of opportunities with short descriptions for which you ask respondents simply to indicate a yes–no vote Alternatively, you can use a 1–10 scale You can also use an in-person workshop to evaluate opportunities
  • 8. Select some best Opportunities Can you patent or brand the idea? Can you establish a sustainable competitive advantage? Are you more capable of executing it than competitors? Do you have the resources needed (financial and developmental) ? are you confident that the investment will be rewarded with appropriate returns?
  • 9. 3. Product Planning The product planning process takes place before a product development project is formally approved, before substantial resources are applied, and before the larger development team is formed. • What market segments should be considered in designing the product and developing its features? • What new technologies (if any) should be incorporated into the new product? • What are the manufacturing and service goals and constraints? • What are the financial targets for the project? • What are the budget and time frame for the project?
  • 10. Five step process to develop a product planning 1 Identify opportunities. Evaluate Complete pre-project planning Reflect on the results and the process. 3 4 5 2 Market size Market growth rate Competitive intensity Depth of the firm’s existing knowledge of the market Depth of the firm’s existing knowledge of the market Fit with the firm’s other products Fit with the firm’s capabilities Allocate resources and plan timing Evaluate and prioritize opportunities Mission Statement: Product Description Benefit Proposition Key Business Goals Primary Market Secondary Markets Assumptions and Constraints Stakeholders
  • 11. Identifying Customer Needs The resulting customer needs are used to guide the team in establishing product specifications, generating product concepts, and selecting a product concept for further development.
  • 12. Identifying Customer Needs Gather raw data from customers. Establish the relative importance of the needs. Organize the needs into a hierarchy Interpret the raw data in terms of customer needs Reflect on the results and the process
  • 13. Gather raw data from customers Interviews Focus groups Discussion (FGD) Observing the product in use
  • 14. Some helpful questions When and why do you use this type of product? What issues do you consider when purchasing the product? What do you dislike about the existing products? What do you like about the existing products? What improvements would you make to the product?
  • 15. Documenting Interactions with Customers Audio recording Still photography Notes Video recording
  • 16. Interpret Raw Data in Terms of Customer Needs Customer needs are expressed as written statements and are the result of interpreting the need underlying the raw data gathered from the customers. Customer Statements Add Text Modern PowerPoint Presentation Interpreted Need
  • 17. Organize the Needs into a Hierarchy  The result of steps 1 and 2 should be a list of 50 to 300 need statements.  Such a large number of detailed needs is awkward to work with and difficult to summarize for use in subsequent development activities.  The goal of step 3 is to organize these needs into a hierarchical list. The list will typically consist of a set of primary needs, each one of which will be further characterized by a set of secondary needs
  • 18. How to execute? Print or write each need statement on a separate card or self-stick note Group the cards according to the similarity of the needs they express Eliminate redundant statements For each group, choose a label. Consider creating super groups consisting of two to five groups Review and edit the organized needs statements
  • 19. Establish the Relative Importance of the Needs The outcome of this step is a numerical importance weighting for a subset of the needs. The concept development phase requires tremendous integration across the different functions on the development team.
  • 20. Have we interacted with all of the important types of customers in our target market? Are there areas of inquiry we should pursue in follow-up interviews or surveys? How might we improve the process in future efforts? Reflect on the Results and the Process
  • 22. Section Break Insert the Subtitle of Your Presentation
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  • 24. Timeline Style 2022 2020 2021 2019 2018 Text Here You can simply impress your audience and add a unique zing Add Text Simple PowerPoint Presentation Add Text Simple PowerPoint Presentation Add Text Simple PowerPoint Presentation Add Text Simple PowerPoint Presentation Add Text Simple PowerPoint Presentation Text Here You can simply impress your audience and add a unique zing Text Here You can simply impress your audience and add a unique zing Text Here You can simply impress your audience and add a unique zing Text Here You can simply impress your audience and add a unique zing.
  • 25. Our Team Style Name Here Easy to change colors, photos and Text. Name Here Easy to change colors, photos and Text. Name Here Easy to change colors, photos and Text. Name Here Easy to change colors, photos and Text.
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