Product Development · Product Development Bob Moore Watlow Electric Manufacturing Company Director...

Product Development

Bob Moore

Watlow Electric Manufacturing Company

Director – Product Management

Agenda

• The product development model

• Stage gate

• The customer development model

• Search and pivot process

• True needs

The Product Development Model

Concept DevelopmentAlpha/Beta

TestingProduct

Launch/Ship

Stage Gate

Objectives (per stage)

Objectives (Overall)

$

Learning

Three P’s to Stage Gate

People

PaperworkProcess

Gate authorsGate approversProcess keepers

Gate review meetingsMeeting cadence

Gate templatesGate tracking

The Problem with the Product Development Model

What about the customer?

The Customer Development Model

Company Building

Customer Discovery

Customer Validation

Customer Creation

Search Execution

Pivot

Source: Steven Blank – Four Steps to the Epiphany

The Business Model Canvas

Earlyvangelist Characteristics

Source: Steven Blank – Four Steps to the Epiphany

The Customer Development Model

Company Building

Customer Discovery

Customer Validation

Customer Creation

Search Execution

Source: Steven Blank – Four Steps to the Epiphany

1) Develop thehypothesis

2) Test theproblem

3) Test thesolution

4) Verify orpivot

The Customer Development Model

Customer Discovery

Search

Execution

Company Building

Customer Creation

Customer Validation

Execution

Source: Steven Blank – Four Steps to the Epiphany

1) Get readyto sell

2) Get out of the building

3) Develop positioning 4) Verify

The Customer Development Model

Source: Steven Blank – Four Steps to the Epiphany

Company Building

Customer Discovery

Customer Validation

Customer Creation

Search Execution

1) Launch prep

2) Company & productpositioning

3) Launch company& product

4) Createdemand

The Customer Development Model

Company Building

Customer Discovery

Customer Validation

Customer Creation

Search Execution

Source: Steven Blank – Four Steps to the Epiphany

1) Reach mainstream customers

2) Review management,create mission

and culture

3) Transition tofunctional

departments

4) Build fast response

departments

Crossing the Chasm

Kano Model (true needs)