SWER EXPLANATIONS | A+ STUDY RESOURCE |BRAND NEW
Entry Screen
Answer
Confirm fit with strategy
Check technical feasibility
Check marketing feasibility
Customer Screen
Answer
Prepare concept boards
Concept Test
Technical Screen
Answer
Technical assessment of latest version
Full Screen
Answer
Scoring model
Approved Project
Answer
Product Protocol
PIC revision
1
,Top management support
Budget
Tentative development plan
What is a Full Screen?
Answer
The final evaluation of concepts before undertaking technical development.
Often involves a scoring model and checklists.
Why do we need a Full Screen?
Answer
To ensure that resources are allocated efficiently for development, and are not spread thin.
Full Screen Objectives
Answer
1. Decide whether to quit or go forward with projects.
Can we do it? (technical), do we want to? (commercial)
2. Manage the process
Rank order and prioritize
Recycle and rework concepts
Keep records
3. Cross-functional communication.
Scoring Team
2
,Answer
Major Functions (marketing, technical, operations, finance)
New Products Managers
Staff Specialists (IT, distribution, procurement, PR, HR)
Exclude top management at this stage, if possible
Problems with Scorers
Answer
May be always optimistic/pessimistic
May be "moody" (alternately optimistic and pessimistic)
May always score neutral
May be less reliable or accurate
May be easily swayed by the group
What is Product Protocol?
Answer
A document that guides the development phase by stating the expected output of the devel-
opment system and the benefits that the product will deliver.
It includes
Key information (Target market, competitors, positioning etc.)
Product attributes (Constraints, requirements etc.)
Requirements and deliverables (Marketing, financial etc.)
Why have a protocol?
Answer
To run a concurrent system.
3
, To communicate essential to all players and integrate their actions towards desired outcome.
Shorten cycle time.
To help the development process management by identifying key deliverables.
Augmentations
Answer
Warranty
Service
Money-back guarantee
Delivery
Financing
Contents of a Product Protocol
Answer
Target market
Product positioning
Product attributes (benefits)
Competitive comparison
Augmentation dimensions
Timing
Marketing requirements
Financial requirements
Production requirements
Regulatory requirements
Corporate strategy requirements
4
Entry Screen
Answer
Confirm fit with strategy
Check technical feasibility
Check marketing feasibility
Customer Screen
Answer
Prepare concept boards
Concept Test
Technical Screen
Answer
Technical assessment of latest version
Full Screen
Answer
Scoring model
Approved Project
Answer
Product Protocol
PIC revision
1
,Top management support
Budget
Tentative development plan
What is a Full Screen?
Answer
The final evaluation of concepts before undertaking technical development.
Often involves a scoring model and checklists.
Why do we need a Full Screen?
Answer
To ensure that resources are allocated efficiently for development, and are not spread thin.
Full Screen Objectives
Answer
1. Decide whether to quit or go forward with projects.
Can we do it? (technical), do we want to? (commercial)
2. Manage the process
Rank order and prioritize
Recycle and rework concepts
Keep records
3. Cross-functional communication.
Scoring Team
2
,Answer
Major Functions (marketing, technical, operations, finance)
New Products Managers
Staff Specialists (IT, distribution, procurement, PR, HR)
Exclude top management at this stage, if possible
Problems with Scorers
Answer
May be always optimistic/pessimistic
May be "moody" (alternately optimistic and pessimistic)
May always score neutral
May be less reliable or accurate
May be easily swayed by the group
What is Product Protocol?
Answer
A document that guides the development phase by stating the expected output of the devel-
opment system and the benefits that the product will deliver.
It includes
Key information (Target market, competitors, positioning etc.)
Product attributes (Constraints, requirements etc.)
Requirements and deliverables (Marketing, financial etc.)
Why have a protocol?
Answer
To run a concurrent system.
3
, To communicate essential to all players and integrate their actions towards desired outcome.
Shorten cycle time.
To help the development process management by identifying key deliverables.
Augmentations
Answer
Warranty
Service
Money-back guarantee
Delivery
Financing
Contents of a Product Protocol
Answer
Target market
Product positioning
Product attributes (benefits)
Competitive comparison
Augmentation dimensions
Timing
Marketing requirements
Financial requirements
Production requirements
Regulatory requirements
Corporate strategy requirements
4
