Winning at New Products: Creating Value Through Innovation by Robert G. Cooper

Author:Robert G. Cooper [Cooper, Robert G.]
Language: eng
Format: mobi, azw3, pdf
ISBN: 9780465025848
Publisher: Perseus Books Group
Published: 2011-07-12T04:00:00+00:00

Purpose of Stage 1: Stage 1 is a relatively quick, internal scoping of the idea for the proposed project. This is not a detailed investigation, but a quick assessment to determine whether the project is worth further investigation in Stage 2.

Actions in Stage 1:

Preliminary Market Assessment Quick scoping of the market prospects for the product: potential, acceptance, requirements. Not detailed market research, but detective and desk research only, relying on readily available & in- house sources.

Preliminary Technical Assessment Conceptual assessment of technical feasibility, probable technical solution, technical risks, manufacturability (or source-of-supply), and intellectual- property issues. Check for partners.

Preliminary Business & Financial Assessment A business sanity check: a rudimentary and quick check of the business rationale and financial prospects; the possible Payback Period (no spreadsheets or NPVs here!).

Recommendation and Action Plans for Stage 2 A Go/Kill recommendation; and proposed Action Plans (timeline; resources, people, and person-days; deliverables and date for next gate).

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