Stage/Gate Product Development Process

7/30/2019 Stage/Gate Product Development Process

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Product Development Process


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Typical Problems

Product development processes often lack

formal methods for consideration, resourcing,

documenting and management

Lack of a formalized process limits perspective of

where a product stands in its development cycle

Resource allocation may not reflect reality of where

product is relative to development cycle

Product development and delivery schedule is difficult

to validate without defined acceptance criteria


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Solution

Implement a gated approach to product

development

Allows for a formal stage by stage review of

product as it goes through an identified product

lifecycle

Identifies decision makers and acceptance

criteria necessary for advancement throughproduct development funnel

Minimizes impact to schedule while focusing

cross functional team on primary objective

Obtain organizational consensus in

implementing process


4/13* As defined in Product Leadership by Robert Cooper

Product Concept

Gate

1

Stage

1

Gate

2

Gate

3

Gate

4

Gate

5

Stage

2

Stage

3

Stage

4

Stage

5

Preliminary

Investigation

Detailed

Investigation

Initial Screening Second ScreeningBusiness Case

Decision

Market Assessment

& Business Plan

Post-Planning

Review

Prototype

Testing &

Validation

Pre-Commercialization

Business Analysis

Secure Funding

& Launch Business

Cash Flow Generation

No-Go No-Go No-Go

No-Go No-Go

Gate/Stage Business Generation Model


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Gate/Stage Business Generation: An Idea Funnel

Gate

1

Stage

1Gate

2

Gate

3

Gate

4

Gate

5

Stage

2

Stage

3

Stage

4

Stage

5

Preliminary

Investigation

Detailed

Investigation


Decision

Market Assessment

& Business Plan

Post-Planning

Review

Prototype

Testing &

Validation


Business Analysis

Secure Funding

& Launch Business


No-Go No-Go No-Go

No-Go No-Go

Product Concept


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Gate/Stage Business Generation: An Idea Funnel

Gate

1

Stage

1Gate

2

Gate

3

Gate

4

Gate

5

Stage

2

Stage

3

Stage

4

Stage

5

Preliminary

Investigation

Detailed

Investigation


Decision

Market Assessment

& Business Plan

Post-Planning

Review

Prototype

Testing &

Validation


Business Analysis

Secure Funding

& Launch Business


No-Go No-Go No-Go

No-Go No-Go

Product Concept


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Gates

Project review and decision meetings

Go/Kill decision points in new product process

Projects are evaluated by management

Resources are identified and allocated

Poorly defined or validated projects are killed


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Stage 1

Preliminary Investigation or Concept Phase

A quick investigation and scoping of any

number of potential projects. Based largely ondesk research.

Continual process for feeding product and

project development funnel


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Stage 2

Detailed Investigation (Business Case)a

more detailed investigation where market

analysis, product definition, project

justification, and project plan are proposed


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Stage 3

Development Stageactual design anddevelopment of product take place,including internal verification and testing of

products features and functionalityComplete production and marketing plans are

developed in this stage

Defines and develops the various individual

components that make up the final product Hardware, Software, Interface, Packaging, etc.


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Stage 4

Testing and Validationvalidate all

commercial facets of the product and

project

Includes tests and trials in the marketplace, lab

and plant.


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Stage 5

Full Production and Market Launchfull

commercialization stage

Marketing, production/operations, distribution,

Quality Assurance, and post-launch monitoringand sales plans are executed


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Stage 6

Life Cycle Management / Post

Implementation Review

Validates products market success against

business plan expectations

Identifies threats to products continued

production and sale

Considers ongoing improvements

Stage/Gate Product Development Process

Documents

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