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Product Development Planning Product Development ProcessPhasesFeasibility – Validating aspects of a product concept, i.e. what is the market potential and what are the critical technical hurdles. Development – Product development plan, i.e. detailed documentation of product design and implementation plan leading to reliable manufacturable product. Manufacturing – Documentation for manufacture, test, ship, install and service of product. Forecast on numbers of units to be produced and shipped. Support – Continued surveillance – manufacturing, testing, shipping, installation and service activities.
Testing
Specification – External activity to determine if customer need is being met. Set initial product specifications. Verification – Verifies product specifications have been met – done internally and externally under Product Manager oversight. Confirmation – Confirms that product can be manufactured, shipped, installed and perform at external customer site.
Checkpoints
Start Development – Specifications and market impact defined; development is feasible. Authorizes commencement of formal development, i.e. prototype . . . Start Manufacturing – Final design complete and performance is acceptable, ready to “build” first product for Confirmation testing. CTS – Product is complete and in a customer’s “hands”. New Product Release – Authorizes sales of product Manufacturing Acceptance – product can be produced from documentation; no more support from R & D.
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An Outline for Product Development & Marketing for Biotechnology
As in research science, the biggest challenge in the business end of science is first defining the terms that are being used. Such definitions are essential so everyone knows the meaning of what is being said. Here is, in outline format, the basic steps for a product development and marketing planning process. It is presented in this way to allow use as a quick reference guide.
Definitions:
Process Outline:
I. Product Development – Quality is a given.
A. “Defining the Sizzle” 1.) “Who are the Customers?” 2.) “What is the Solution you bring them?” 3.) “What is the Market size?” 4.) “What Value are you providing?” 5.) Company Configuration 6.) Market Intelligence B. Product Definition – “Getting Specific” 1.) “What is the Item?” 2.) “Can it be delivered?” 3.) “Can it meet regulatory standards?” 4.) “What is the regulation on this specific Solution?” 5.) “What are the specifications for this item?” C. Project Organization & Staffing D. Project Management & Leadership E. Problem Solving F. Prototyping G. Real Time / Mid-course Corrections H. Product life span and revenues I. Product Validation J. Product Release to Manufacturing K. Sales / Marketing / Applications Staff Training. L. Service and Support Training
II. Product Marketing – “Selling the Sizzle”
A. Strategic Plan verses Tactical Plan B. Pricing C. Marketing Collateral production – Product announcements, bulletins, etc. D. Customer Launch E. Shipping Release F. Develop Customer List G. Direct Mailers H. Ads I. Internet Banners / Home Page J. Product forecasting and Price re-evaluation K. Reference Sites L. Newsletters – inside and outside M. Pump-Up the Sales force N. User Feedback O. Product Support / Applications P. Competitor information Q. Product Strategies
References:
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