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PRODUCT DEVELOPMENT. 3 . Lesson Rünno Lumiste. The Product Planning Process. Takes place before formal start of project development Considers the portfolio that firm owns Ensures that product development follows company main development, business strategy

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product development

PRODUCT DEVELOPMENT

3. Lesson

Rünno Lumiste

the product planning process
The Product Planning Process
  • Takes place before formal start of project development
  • Considers the portfolio that firm owns
  • Ensures that product development follows company main development, business strategy
  • CONTROL QUESTION: How to design product portfolio?
exercise
EXERCISE
  • Examples of product portfolio
  • What parameters differ products in portfolio?
the product planning process 2
The Product Planning Process 2
  • What product development projects should be conducted?
  • What is proportion and mix of new products, new platforms and derivative products?
  • How different projects relate to each-other?
  • Timing and sequence

MISSION STATEMENT FOR TEAM

  • What market segments are targeted?
  • What new technologies should be incorporated to new products
  • Constraints
  • Financial targets
  • Budget and time for project
sources of information and deficiencies
Sources of information and deficiencies
  • Marketing, research, customers, current product development teams, benchmarking of competitors.
  • Inadequate coverage of target markets
  • Poor timing
  • Non-balance between development capacity and number of projects
  • Poor distribution of personne
  • Initiation and cancelling of weak projects
  • Frequent changes in direction
four types of product development projects
Four Types of Product Development Projects
  • NEW PRODUCT PLATFORMS

New product family based on common platform. Familiar markets and products.

  • DERIVATIVES OF EXISTING PRODUCTS

Extend existing product platform. Existing markets

  • INCREMENTAL IMPROVEMENTS OF EXISTING PRODUCTS

Modifying existing products to satisfy customers

  • FUNDAMENTALLY NEW PRODUCTS

Radically different products to new and unfamiliar markets. Risk vs. Long time development

the process
The process
  • Prioritizes projects
  • Allocates resources
  • Completes pre-project planning
the product planning process ulrich eppinger 2008
The Product Planning Process Ulrich, Eppinger 2008

Multiple products

IDENTIFY OPPORTU-NITIES

Evaluate and Prioritize Projects

Allocate Resources and Plan Timing

Complete Pre-Project Planning

Product Development Process

Mission Statements

Product plan

Portfolio of products

step 1 identifying opportunities opportunity funnel
STEP 1: Identifying OpportunitiesOpportunity funnel
  • Marketing and sales personnel
  • Research and technology development organizations
  • Current product development teams
  • Manufacturing and operations organizations
  • Current and potential customers
  • Suppliers, inventors, and business partners
passive and active collection of opportunities
Passive and active collection of opportunities
  • Documentation of complaints
  • Interviews with lead users (for modifications)
  • Trends in lifestyles, demographics and technology
  • Suggestions from customers (through sales and service people)
  • Benchmarking to competitors (everyone has something interesting)
  • Tracking the status of emerging technologies
  • CREATE LIST OF OPPORTUNITIES
step 2 evaluate and prioritize projects
STEP 2: Evaluate and Prioritize projects
  • Competitive strategy
  • Market Segmentation
  • Technological Trajectories
  • Product Platform Planning
  • Evaluating Fundamentally New Product Opportunities
  • Balancing the Portfolio
competitive strategy porter
COMPETITIVE STRATEGY (Porter)
  • Technology leadership (empasis on technology)
  • Cost leadership (Cost control, superb processes, better management of system)
  • Customer focus (Following certain customer groups, product portfolio)
  • Imitative (Fast development process)
market segmentation
Market segmentation
  • Product segment map
  • Parameters for product segmentation
  • EXERCISE
  • Segmentation parameters
technological trajectories technology s curve ulrich eppinger 2008
Technological trajectories. Technology S-curve Ulrich, Eppinger 2008

Copier product performance

Digital technology

Light-lens technology

TODAY

TIME

platform development projects and family of products ulrich eppinger 2008
Platform development projects and family of products Ulrich, Eppinger 2008

Research and Technology Development

Platform A

Platform B

Project

Platform Product Development

Product Release

Derivative Product Platform

Time

platform development projects and family of products
Platform development projects and family of products
  • Limited number ofplatformsispossible
  • Technologyroadmap (Producttechnologyroadmap) parametersrelatedtotime
  • http://www.ic.gc.ca/eic/site/trm-crt.nsf/vwapj/textile-textiles_eng.pdf/$file/textile-textiles_eng.pdf
  • http://www.ic.gc.ca/eic/site/trm-crt.nsf/eng/h_rm00051.html
new opportunities
New opportunities
  • Market size
  • Market growth rate
  • Compition intenity
  • Own knowledge of product
  • Own knowledge of market
  • Fit to product mix
  • Fit to capabilities
  • Patents and IP
  • Existense of product champions in the firm
balancing of portfolio
Balancing of Portfolio
  • Risk
  • Return
  • Market attractiveness
  • Product-process change matrix
product process change matrix
Product-process change matrix

Next

Generation Process

Addition to Process Family

Minor Process Enhancement

New Core Processes

No Process Change

New Core Product

Breakthrough Development Projects

Next Generation Product

Platform Development Projects

Addition to Product Family

Derivative Product Development

Minor Product Enhancement

Current Product/ Process Support

No Product Change

step 3 allocate resources and plan timing
STEP 3: Allocate Resources and Plan Timing
  • Resource Allocation
    • Not overcharging certain persons
  • Project Timing
    • Timing PRODUCT INTRODUCTIONS
    • Technology readiness
    • Market readiness
    • Competition
  • The Product Plan
step 4 complete pre project planning
STEP 4: Complete Pre-Project Planning
  • Mission Statements (look next slide)
    • Brief description of product
    • Benefit propositions
    • Key business goals
    • Target market
    • Constraints
    • Stakeholders
  • Assumptions and Constraints (Manufacturing, Service, Environment, other constraints
  • Staffing and Other Pre-Project Planning Activities
mission statement multifunctional office document machine
Mission Statement: Multifunctional Office Document Machine
  • Product Description
  • Benefit Proposition
  • Key Business Goals
  • Primary Market
  • Secondary Markets
  • Assumptions and Constraints
  • Stakeholders
step 5 reflect on the results and the process
STEP 5: Reflect on the Results and the Process
  • Assessing quality of pre-planning
    • Opportunity fullek
    • Product plan fit to firm strategy
    • Does plan face opportunities facing the firm
    • Leveraging existing products?
    • Does core team accept mission statement challenges?
    • Is mission statement consistent?
    • Is there any overconstrainment?
    • How can process planning improved?
exercise for home
EXERCISE FOR HOME
  • Find company that interests you
    • What is companies business strategy
    • Which is companies product line?
    • Newest products

Create Technology roadmap

    • Look to links in slide 17
slide27
CanadianItsroadmaphttp://www.ic.gc.ca/eic/site/trm-crt.nsf/vwapj/wireless-sansfil_eng.pdf/$file/wireless-sansfil_eng.pdfCanadianItsroadmaphttp://www.ic.gc.ca/eic/site/trm-crt.nsf/vwapj/wireless-sansfil_eng.pdf/$file/wireless-sansfil_eng.pdf