PDP Standard
The standard product development process
The product development process is a series of steps a company goes through to create and launch new products.
The process starts with the search for an opportunity and goes all the way to market launch. It then deals with the improvement and evolution of the product during its commercialization cycle.
The success of a product depends on the efficiency and effectiveness of the development process. However, there is no one-size-fits-all process that fits all possible situations.
Numerous versions of the topic can be found on the internet and within literature. Some of these variations may be presented from a specific viewpoint, such as product management or marketing.
In some cases, standardized methodologies such as Design for Six Sigma, or Design Thinking are used to align development stages.
Our experience shows that, apart from adopting a specific methodology, a process necessitates undergoing a sequence of stages. It is crucial that these steps be executed with proficiency and attentiveness..
We then define a standard product development process through the succession of its stages.
This can be the starting point for customization taking into account the factors characteristic of each particular situation.
In fact, this process can be customized according to the specific characteristics of the company, the type of products, or specific regulations.
Market Opportunity:
The development of any new product begins with the identification of a market opportunity. This stage is characterized by two activities: generating ideas and evaluating their potential.
The idea for a new product can come from many sources, the most important of which are:
- Market Research
- Feedback from customers
- Competitor analysis
- Technological evolution
After new product ideas are collected, they must be carefully evaluated. The following factors should be considered when evaluating new product ideas:
- Market size
- Competition
- The cost of development
- The profit potential
If these points are answered satisfactorily, you will proceed to the next stage.
Concept Development:
At this stage, the product idea is developed into a more concrete form.
The goal is to create a product concept that is feasible and marketable. A well-developed concept is essential to the success of the product.
This is an iterative process that requires careful experimentation with different options so that no option is left unexplored.
The concept is necessary to make a deeper analysis of the product's potential. It will be possible to get a better idea of the development and production costs, the impact of the new product on the market, and the profit potential.
At the end of this phase, you will have an object that has undergone various tests and will be the basis for the development of the project in the next phase.
Project Development:
This stage is the translation of the concept into a detailed design.
Every aspect of the product is examined and refined to define the documentation required to manufacture the product.
This phase is also an iterative process in which each solution is verified and validated through prototypes and tests of various types.
This phase encompasses the majority of business functions and requires the highest level of control.
Any changes made at this stage will have limited costs and can be easily implemented. However, delaying intervention will result in significantly increased costs and reduced scope for action in later stages.
Unfortunately, based on our experience, this phase often faces time constraints.
This mainly occurs for two reasons. Firstly, concept realization can create the impression that the design is already defined. Secondly, the time required for equipment realization is often considered incompressible, and the goal of launching the product on the market appears to depend only on design time.
Tooling:
At this stage, the production equipment is prepared and the processes necessary for the organization and implementation of the production line are structured.
This is a phase that needs to be carefully managed; completion times are difficult to compress and affect the market launch and the start of sales.
Manufacturing:
Once the equipment is prepared, the product is ready for production.
This includes initiating manufacturing processes, procuring the necessary materials and components, and organizing the supply chain.
This phase is divided into two parts. The first part is pre-production, during which the equipment is tested and a first production run is made. This run will be used for testing and approvals, such as samples, to verify that everything is working properly and that the product meets the quality requirements.
The second part is the actual production phase for marketing.
Market Launch:
At some point in the development process, it will be necessary to plan for the launch of the product. Typically, this activity is organized before mass production begins.
At this stage, marketing activities, distribution planning, preparation of advertising campaigns, and communication with target customers are initiated.
Testing and Approvals:
At this stage, the product undergoes pre-production tests and approvals necessary to comply with regulations. Once approved, golden samples are selected and utilized to establish quality standards and monitor production.
Review and Improvement:
After launch, it is important to monitor product performance and gather feedback from customers. This allows for subsequent improvements, troubleshooting, or changes based on market needs and demands.
These are the stages that any physical product development must go through. As previously mentioned, variances at the company, product, or market level necessitate adjusting or expanding upon them to varying degrees.
Bibliography
Ulrich, Karl T., Eppinger, Steve D., and Yang, Maria C.
Product Design and Development 7th ed.
McGraw-Hill Education, 2020
Loch, Christoph, and Kavadias, Stylianos.
Handbook of New Product Development Management.
Paesi Bassi, Butterworth-Heinemann, 2008
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