THE EVALUATION TASKS IN THE NEW PRODUCT PROCESS

The New Product Process essentially turns an opportunity (the real start) into a profit flow (the
real finish). It begins with something that is not a product (the opportunity) and ends up with
another thing that is not a product (the profit). The product comes from a situation and turns
into an end.

What we have, the, is an evolving product, or better, an evolving concept that at the end, if it is
successful, becomes a new product.

Phase 1: Opportunity Evaluation

** Opportunity concept - a company skill or resource, or a customer problem

Phase 2: Concept Generation

** Idea Concept - the first appearance of an idea (“Maybe we could change the
color…”)

** Stated Concept - form or a technology, plus a clear statement of benefit.

Phase 3: Concept/Project Evaluation

** Tested Concept - it has passed an end-user concept test; need is confirmed.

(Consumers say they would very much like to have such a product, andc the
method of getting it sounds fine.)

** Fully Screened Concept - it passes the test of fit with the company’s situation.

** Protocol Concept - a product definition that includes the intended market user, the
problem perceived, the benefits, plus any mandatory features. The new product
must be better than the existing product.

Phase 4: Development

**Prototype concept - a tentative physical product or system procedure, including

features and benefits.

**Batch Concept - first full test-of-fit with manufacturing; it can be made. Specifications
are written stating exactly what the product is to be; including features,
characteristics, and standards.

**Process Concept - the full manufacturing process is complete.

**Pilot Concept - a supply of the new product , produced in quantity from a pilot
 production line, enough for field testing with end users.

Phase 5: Launch

**Market Concept - output of the scale-up process from pilot product that is actually
marketed, either for a market test or for full-scale launch.

**Successful Concept (i.e. new product) - it meets the goals set for it at the start of the
project.

Figure 2.2.
The Evaluation Tasks in the New Products Process
Source: New Products Management, 10th Edition, Merle Crawford, Anthony di Benedetto,
McGraw-Hill International Edition, 2011, Page 36