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1. STAGE GATE
PRODUCT INNOVATION
PROCESS
Your Company Name

2. Gate 1 Gate 2 Gate 3 Gate 4 Gate 5
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Scoping
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Build Business
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Development
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Testing And
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Launch
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Idea
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Second
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Go To
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Go To
Testing
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TAGE GATE PRODUCT INNOVATION PROCESS
STAGE GATE PRODUCT Innovation Process

3. MUST MEET CRITERIA
(Checklist- Yes/No)
• 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)
SHOULD MEET CRITERIA
(Scored On O-10 Scales)
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
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
TAGE GATE PRODUCT INNOVATION PROCESS
GATE CRITERIA Must Meet and Should Meet

4. Stage 0
Discovery
TAGE GATE PRODUCT INNOVATION PROCESS

5. Idea
3
Idea
4
Idea
5
Idea
1
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TAGE GATE PRODUCT INNOVATION PROCESS
GENERATE New Product Ideas

6. New
Product
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
TAGE GATE PRODUCT INNOVATION PROCESS
EXTERNAL SOURCES Of New Product Ideas

7. ▪ Product Testing
▪ Product Enhancement
▪ Brainstorming
▪ Accident
▪ Strategic Planning
▪ Marketing Manager
Internal
Sales
Force
Innovation
Group
Meetings
Employee
Suggestions
Management
Stockholders
Research
And
Engineering
TAGE GATE PRODUCT INNOVATION PROCESS
INTERNAL SOURCES Of New Product Ideas

8. Gate 1
Idea Screen
TAGE GATE PRODUCT INNOVATION PROCESS

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
TAGE GATE PRODUCT INNOVATION PROCESS
SCREENING The Ideas

10. Stage 1
Scoping
TAGE GATE PRODUCT INNOVATION PROCESS

11. WEAKNESS
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STRENGT
H
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TAGE GATE PRODUCT INNOVATION PROCESS
PRODUCT Strengths and Weaknesses

12. BENEFITS
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FEATURES
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PRODUCT Features and Benefits
TAGE GATE PRODUCT INNOVATION PROCESS

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
TAGE GATE PRODUCT INNOVATION PROCESS
COMPETITOR ANALYSIS Comparison Table

14. Threat Of
New Entry
Buyer
Power
Threat Of
Substitute
Supplier
Power
Competitiv
e Rivalry
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TAGE GATE PRODUCT INNOVATION PROCESS
THREAT FROM COMPETITORS Porter's Five Forces Model

15. Gate 2
Second
Screen
TAGE GATE PRODUCT INNOVATION PROCESS

16. Key Performance Indicators Criteria 1 Criteria 2
Overall Project Performance
Product Need
Threat From Competitors
Feasibility
TAGE GATE PRODUCT INNOVATION PROCESS
EVALUATING The Rough Research

17. Stage 2
Build
Business
Case
TAGE GATE PRODUCT INNOVATION PROCESS

18. Market
Analysis
Define User
Need
Product
Utilization
Mix
Segmentation
Inventory
Stratification
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TAGE GATE PRODUCT INNOVATION PROCESS
PRODUCT Definition

19. Understanding
Customer
Needs
01
02
03
04
05
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TAGE GATE PRODUCT INNOVATION PROCESS
UNDERSTANDING Customer Needs

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
Belonging
Esteem
But I Now
Also Need
I Need A
New
Phone
I Still Need
A New
Phone
A 10+
megapix
el
camera
A Popular
Brand
My
Friends
All Have
iPhone
Re-sell
Value
TAGE GATE PRODUCT INNOVATION PROCESS
UNDERSTANDING Customer Needs

21. Physiological Needs
Hunger Thirst
Esteem Needs
Self esteem
Recognition Status
Social Needs Sense
Of Belonging Love
Safety Needs Security
Protection
Self
Actualization
Needs Self
development
And Realization
Need
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Wants
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Demands
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TAGE GATE PRODUCT INNOVATION PROCESS
CUSTOMER NEEDS Wants & Demands

22. 3
Customer Types &
Personas
Customer Personas
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TAGE GATE PRODUCT INNOVATION PROCESS
CUSTOMER Personas

23. $$$$$
Decision Maker
$
End User
$$
Influencer
$$$
Recommender
$$$$
Economic Buye
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TAGE GATE PRODUCT INNOVATION PROCESS
CUSTOMER Types

24. 01
02
03
TAGE GATE PRODUCT INNOVATION PROCESS
CUSTOMER DISCOVERY Scorecard
4 Primary Research
Customer Problem Interview
Customer Discovery
Scorecard
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25. Your Text Here
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TAGE GATE PRODUCT INNOVATION PROCESS
MARKET ANALYSIS - Target Market

26. MARKET
TYPE
COMPETITIVE
ANALYSIS
MARKET
SIZE
TAGE GATE PRODUCT INNOVATION PROCESS
MARKET ANALYSIS - Market Size

27. Brand 1
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Brand 2
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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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60
8
5810
9
TAGE GATE PRODUCT INNOVATION PROCESS
MARKET ANALYSIS - Market Share

28. Market
Segmentation
✓ User Status
✓ Usage Rate
✓ Benefits
✓ Sought
✓ Occasions
✓ Loyalty
✓ Attitude
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Behavioral
✓ Lifestyle
✓ Social
✓ Class
✓ Personality
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Psychographic
✓ Age
✓ Gender
✓ Sex
✓ Family
✓ Education
✓ Income
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Demographic
✓ Countries
✓ Nations
✓ Status
✓ Regions
✓ Cities
✓ Neighborhoods
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Geographic
TAGE GATE PRODUCT INNOVATION PROCESS
MARKET ANALYSIS - Market Segmentation

29. BUSINESS POSITION
MARKETATTRACTIVENESS
Strong Medium Week
LowHighMedium
High Attractiveness
Medium Attractiveness
Low Attractiveness
TAGE GATE PRODUCT INNOVATION PROCESS
MARKET ANALYSIS - Market Attractiveness

30. $000
$000
$000
$000
$000
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OUR
COST
TAGE GATE PRODUCT INNOVATION PROCESS
MARKET ANALYSIS - Pricing Assumption

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TAGE GATE PRODUCT INNOVATION PROCESS
COMPETITIVE ANALYSIS (Steve Blank's Petal Diagram on Competitive Landscape)

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TAGE GATE PRODUCT INNOVATION PROCESS
COMPETITIVE ANALYSIS - SWOT Analysis

33. 06 01
02
0304
05
Competitive
Advantage
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TAGE GATE PRODUCT INNOVATION PROCESS
COMPETITIVE Advantage

34. Text Here Text Here Text Here
Text Here Text Here Text Here Text Here
Text Here Text Here Text Here Text Here
Text Here Text Here Text Here Text Here
Text Here Text Here Text Here Text Here
Text Here Text Here Text Here Text Here
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21 3
TAGE GATE PRODUCT INNOVATION PROCESS
PRODUCTION & OPERATION Cost Analysis

35. Cost Benefit Analysis
Media Tactic Cost Benefit
Event $50,000
Approximately 40,000 Students Attend A
College 1
Guerrilla Marketing $40,000
Approximately 130,000 People Will Be
Exposed 1,3
Social Media
So
(FREE)
Approximately 1 Billion Accounts Exist
2,3
Pay With A Tweet $8,000
Approximately 175 Million People
Worldwide Have A Twitter Account 3
Promotional Video $3,000
You Tube Is Used 30 Billion Minutes Per
Month,
TAGE GATE PRODUCT INNOVATION PROCESS
MARKETING & LAUNCH Cost Analysis

36. Investment Title – 1 Title – 2 Title – 3
Equipment Rs.15.00 Rs.20.00 Rs.25.00
Investment Required Us$
125 Bn.
Rs.5.00 Rs.7.00 Rs.9.00
Interior Cost Rs.20.00 Rs.25.00 Rs.30.00
Investment By Indian
Entrepreneurs Us$ 110
Bn.
Rs.2.00 Rs.4.00 Rs.6.00
Marketing Cost Rs.30.00 Rs.35.00 Rs.45.00
International Investment
(FDI) Us$ 15 Bn.
Rs.6.00 Rs.8.00 Rs.10.00
Total Rs.78.00 Rs.99.00 Rs.125.00
TAGE GATE PRODUCT INNOVATION PROCESS
BUSINESS & FINANCIAL ANALYSIS - Required Investment

37. High Low
Market Share
HighLow
RevenueGrowth
Winners
Take Overs
Targets
Breakup
Targets Losers
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TAGE GATE PRODUCT INNOVATION PROCESS
BUSINESS Analysis

38. 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
TAGE GATE PRODUCT INNOVATION PROCESS
RISK Analysis

39. Options Business
Case Benefits
Objective
Risks
Metrics
Approach
Project
Definition
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TAGE GATE PRODUCT INNOVATION PROCESS
PROJECT Definition

40. 01
02
03
04
05
06
Project
Justification
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TAGE GATE PRODUCT INNOVATION PROCESS
PROJECT Justification

41. Business Case Template
Executive Summary
Reasons
Business Options
Expected Benefits
Expected Dis-benefits
Timescale
Investment Appraisal
Major Risks
Casts
TAGE GATE PRODUCT INNOVATION PROCESS
BUILDING The Business Case

42. 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
TAGE GATE PRODUCT INNOVATION PROCESS
BUILDING The Project Plan

43. Summary Of
Gathered
Results
Recommendat
ions For
Business
Project
Analysis
Operational
Feasibility
TAGE GATE PRODUCT INNOVATION PROCESS
FEASIBILITY Review

44. Gate 3
Go To
Development
TAGE GATE PRODUCT INNOVATION PROCESS

45. Evaluator Strategic
Product
advantage
Market
attractiveness
Leverage
competencies
Technical
feasibility
Reward
vsrisk
Score out of
60
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
EVALUATING SCORES At Go kill Gate Meeting
TAGE GATE PRODUCT INNOVATION PROCESS

46. Stage 3
Development
TAGE GATE PRODUCT INNOVATION PROCESS

47. Task Month Oct Nov Dec Jan Feb Mar Apr
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
TAGE GATE PRODUCT INNOVATION PROCESS
MANUFACTURING Plan

48. Category Key Initiatives Prioritization Project Lead
Sales
Marketing
R&D
Operation
People
Financial And Admin
TAGE GATE PRODUCT INNOVATION PROCESS
OPERATIONS Plan

49. Your Text Here
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Your Text Here
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01
02
03
04
Your Text Here
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05
06
07
08
TAGE GATE PRODUCT INNOVATION PROCESS
MARKETING LAUNCH Plan

50. 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
TAGE GATE PRODUCT INNOVATION PROCESS
DIGITAL MARKETING Roadmap

51. 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
TAGE GATE PRODUCT INNOVATION PROCESS
PRODUCT LAUNCH MARKETING Budget Template

52. 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.
TAGE GATE PRODUCT INNOVATION PROCESS
SMART ACTION Plan

53. Gate 4
Go to Testing
TAGE GATE PRODUCT INNOVATION PROCESS

54. Stage 1
Testing
and
Validation
TAGE GATE PRODUCT INNOVATION PROCESS

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

56. Gate 5
Go to Launch
TAGE GATE PRODUCT INNOVATION PROCESS

57. Stage 5
Launch
TAGE GATE PRODUCT INNOVATION PROCESS

58. Post
Launch
Monitoring
TAGE GATE PRODUCT INNOVATION PROCESS

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TAGE GATE PRODUCT INNOVATION PROCESS
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TAGE GATE PRODUCT INNOVATION PROCESS
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