Stage Gate Model

The Stage Gate Process is what?

The product development process is steered through six key phases by the Stage Gate
Process, also referred to as the Phase Gate Process. Discover, Scoping, Define Business Case,
Development, Testing and Validation, and Launch are the stages in the Stage-Gate. Every
two steps have a gate where the process may be verified and validated. At this point, the team
can decide whether to move on to the next step or apply an iteration to the current step to
make improvements before moving on. The procedure was developed by Dr. Robert Cooper.
Gate 1 and Stage 1
Gate 1 (Idea): This is where the Tata Choco Stick, the prototype, is located. The proposal
moves past Gate 1 and into Stage 1 if examination proves it to be workable. As a result, the
notion here passes analysis, and we proceed to the scoping step, often known as the "go"
stage in the Stage-Gate Process.
Stage 1 (Scoping): At this point, concepts for the Tata Choco Stick's features are floated. The
project team made an offer to the gate believing it contains all the components a consumer
would desire.
Gate 2 and Stage 2
Gate 2 (Second Screen) – In this second gate, an analysis reveals that the Tata Choco Stick
of 80gm had a calorific value of 450 calories but the health-conscious customers were
looking for an even healthier snacking with even lesser calorific value. This is called the
“kill” gate process and managers prompt for attention to the Stage 1 team. Once the Stage 1
team has included that the 80gm will come at 270 calories i.e., 90 calories per stick, it passed
through Gate 2.
Stage 2 (Build Business Case) – In Stage 2, the team cross-functionally worked on market
research, customers’ wants and needs, pricing, and competition as well as manufacturing
techniques and processes. These processes once delivered will again go through Gate 3.
Gate 3 and Stage 3
The group implements the strategy created during the aforementioned phases by creating a
product prototype. Six criteria is met for this stage to be successful: time-bound, detailed,
quantifiable, and actionable. Continually changing according to the state of production is the
timeline.
Gate 3- (Go to Development)- Here all is well with the Stage 2 team; however, problems
arise from the suppliers of the raw materials of Tata Choco stick. Again, although part of
Stage 2 is set, the Stage 2 team vendor problem becomes a “kill” and doesn’t pass through
Gate 3.
Stage 3 (Development) – Here again, in the development stage, we had to see if the
manufacturing is hindered due to vendor problems. While the Stage 2 team was able to run
with designs and such, they pursed the final manufacturing process once the managers of
Gate 3 were given a “go” on the vendor situation.
Gate 4 and Stage 4
Gate 4 (Go to Testing) – In Gate 4, Tata Choco Stick went for analysis, and with all types of
validations received from the earlier stages, after the raw material issue from the supplier end
got resolved, the product was finally ready for testing. Problems at this gate level are either
given a go or killed and returned for improvements.
Stage 4 (Testing and Validation) – The Stage 4 team ran with testing on initial product
testing to see what is missing. They could return back through Gate 4 for updates or
communicate with the Stage 3 team on when suggested and approved changes have to be
made. Successfully, in Stage 4, Tata Choco Stick passed all the validations needed and was
ready for launch. Only fact is that, once the product is launched in the market, if the
customers require any modifications as per real time approach, changes will be required to be
made from time to time, to meet customer’s needs and keep at par with the market
competition. But right now, the product is ready for launch.
Gate 5 and Stage 5
Gate 5 (Go to Launch) – Our product the Tata Choco Stick is ready to roll before it can pass
the team in Gate 5. This means everything from concept to marketing principles to
manufacturing and testing have been accurately and satisfactory resolved before the product
goes to a real-time launch.
Stage 5 (Launch) – Here, our Tata Choco Stick is launched, and now new gates on consumer
acceptance and market needs have to be developed after a certain period of time.
Chart:
Stage 1: Scoping Stage 2: Planning Stage 3: Develop
• Market Research • Product • Functional
• Voice of the Requirements Doc Specification
Customer (VOC) (PRD) • Product Design
• Analysis: • Product Roadmap Documents
 Market • Development Plan • Prototype
 SWOT • Financial Plan • Test Plan / Quality
 Competition • Updated: • Industrialization
• Product Concept  Budget • Design Review
• Preliminary:  Schedule • Financial Review
 Business  Business • Pricing Plan
Case Case • Updated:
 Team  Positioning  Marketing
 Budget Plan Strategy
 Schedule • Preliminary:  Launch Plan
 Positioning  Marketing  PRD
Plan Strategy  Project
• Market  Launch Plan Management
Requirements Doc  Project Plan
(MRD) Managemen
t Plan
Gate Process:

Stage 4: Testing & Validation Stage 5: Launch

• Completed / Passed Tests • Sales Tools
• Certifications • Product Messaging
• Test Manufacturing Run • Competitive Messaging
• Support Plan • Launch Events
• Product Documentation • Advertising
• Market / System Assessment
• Pricing Finalization
• Preliminary Marketing / Sales
Tools
• Updated Launch Plan
• Launch Decision