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TITLE: “Boost Your Success Rate for
New-Product Development”
SUB-TITLE: “Get Your Best New Ideas to Market…Faster, and More
Profitably”
COURSE OBJECTIVES:
Participants will learn to:
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Apply a disciplined NPD (New Product Development) Process
approach to the identification, development, and market launch of new
products, services, and technologies.
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Create a culture that accepts ‘time-to-market’ as the
primary means of pacing and measuring the effectiveness of the NPD effort.
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Evaluate investment in NPD projects as being ‘incremental’
in nature…with each successive investment based upon the most recent
documentation of project viability.
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Make difficult ‘go/no-go’ decisions regarding project
viability, based upon objective, factual, and comprehensive data.
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Identify and assign appropriate roles to all stakeholders
in the NPD process, and use the NPD Process template as the means for
managing expectations and accountabilities.
DESCRIPTION:
This course is appropriate for anyone who must lead, or participate in,
the process of transforming customer needs into new products, services, or
technologies in the marketplace. The NPD Process is essentially a
specialized set of project management protocols. The NPD Process is truly
a ‘culture’ for those whose focus is predominantly upon development
activity. There is an optimal sequential order to the flow of NPD
activity. Knowing and following the sequence allows investment in NPD
projects to be made incrementally…each successive investment justified by
successively more demanding documentation of project potential. Failure to
follow the optimal NPD sequence can set the stage for a disappointing
win/loss record on market launches. The course includes a workbook
(approximately 35 pages in length) for note-taking and reference. The
format of the course is based upon:
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Informal Lecture with Participation by Attendees
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Support by PowerPoint Slide Presentation
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Ample Time for Questions, Answers, and Working Examples
Three principal benefits one could expect to result from participating
are:
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Improved success rates for the profitable introduction of
new products, services, and technologies (without a disciplined approach,
<10% of ideas will make it to market).
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Improved participation in the NPD Process by key
stakeholders, as a direct consequence of a culture-shift toward the
perception/reality that good ideas are being evaluated fairly and are
being resourced according to merit.
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Ability to recognize and avoid the ill effects of common
misconceptions about the NPD Process.
There are no requirements or prerequisites for
participation in the workshop.
Workshop Syllabus
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Workshop Objective |
Provide participants with a fundamental
understanding of the discipline of New-Product Development (NPD),
so that they can confidently and successfully implement more
effective practices within their own respective companies. |
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Workshop Format
(Compressed Session, 2 - 3 Hours) |
• Informal Lecture with Participation by Attendees
• Supported by PowerPoint Presentation
• Ample Time Allowed for Q/A
• Workbook of Presentation Slides and Forms Provided |
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Workshop Format
(Full Session, 5 - 6 Hours) |
• Integrates a Working Example into the Session
Above
• Uses a Real StoryBoard to Conduct a “Meeting”
• Topic is the Workshop and Participants’ Objectives
• Uses Role-Playing by Participants |
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Topics Covered |
"Take-Away" From Each Topic |
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“New Product” Defined |
The definition includes more than ‘products’, in
the usual sense…and they need not be revolutionary to qualify. |
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Why a Process Approach? |
Application of a process approach assures maximum
utility of resources and maximum odds for successful market
launch. |
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Time is the Ultimate NPD Metric |
Fast-to-Market is almost always better…but one need
not necessarily be first. |
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Time-Based Competition |
Like any investment, developing new things for the
marketplace follows the rules of ‘time value’ of money. |
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Leveraging Time |
Efficient use of time has a direct and measurable
influence upon success in the marketplace. |
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It’s Not Rocket Science |
The NPD Process is really just good project
management. |
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NPD Process Schematic |
The flow of ideas can be likened to water through a
funnel. |
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Stages and Gates |
As an idea is progressively refined, it moves
through predictable, recognizable ‘Stages’ of development. Before
being funded to progress to the next Stage of development, the
idea must clear certain decision-making hurdles at what is
referred to as a ‘Gate’. |
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Roles in the NPD Process |
Roles of Process Administrator, Gatekeepers, Team
Leaders, and Team Members are detailed. |
Portfolio Management:
A Balancing Act |
The full portfolio of ideas in various Stages of
development must balance risk, time, investment, and return. |
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Three Portfolio Traps |
If the full portfolio of ideas in various Stages of
development is not treated as being dynamic, there can be grave
consequences. |
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Critical Implementation Issues |
Despite the best intentions, there are 8 potential
‘killers’. |
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State-of-the-Art NPD? |
Make it disciplined, but don’t make it more
complicated than necessary. |
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My Tombstone Will Read… |
The NPD Process, properly applied and practiced,
may risk stepping on some old paradigms, some of which are very
difficult to change. |
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© 2001-2005, Consensus
Consulting. All rights reserved.
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