Cool Product Idea! Now What? (part II)

In Part I of this article we discussed areas of concentration for the first phase of the product development process, conceptual development. As in Part I, a step-by-step process will not be presented for the remaining two phases, but rather a few lessons learned from developing consumer-related products.

Post Development Process:

1. Conceptual development
2. Design and implementation
3. Post-product launch

II. Design and implementation phase

1. Product specification

If you're paying attention you will notice this was the last point discussed in conceptual development. Why does it show up again in the design and implementation phase? You should not start this phase without a product specification. Without a well-defined product spec you will end up chasing your tail!

• A well-defined product specification reduces the number of iterations during the design and implementation phase.
• It acts as a leash for the design engineers. It will keep them from charging off in the wrong direction. Marketing, sales, operations and engineering stay on the same page.
• It keeps everyone in the loop of progress. Regular project review and reference to the product specification keeps the project on track.

2. Project complexity

Take a realistic look at the complexity of the project ahead of you. Estimate a timeline to complete the project and add "X" number of weeks, or even months.

• Don't underestimate the project. There is no such thing as an easy project. Some are just less complex than others.
• If you hit minor road blocks in design remember that fermentation is your friend. We're not condoning the use of alcohol here, although we're not ones to condemn it either. Sometimes you need to back off from a project for awhile to let it "ferment." It's easy to not see the forest for the trees when pushing hard in the design phase.
• If you hit serious road blocks you may have to admit the idea may just not work. Pumping time and money into a project when there are serious limitations to a successful launch has its obvious consequences. Put it back on the product development list for the future or kill it.

3. Design deliverables

If you plan to use contract engineering and design services what should you expect to receive as verification of design?

• Manufacturing-ready part and subassembly prints. This will include material specification, tolerances, all necessary dimensions and surface finish requirements (i.e. anodizing, powder coat, acceptable surface roughness).
• If applicable, 3-D CAD models of the part(s) to be manufactured. Tooling for complex parts is more easily fabricated when the manufacturer has access to CAD models.
• Prototypes
• Bill of material. This typically includes all anticipated parts, quantities, piece price and tooling cost.
• Quality control specifications.

4. Know when the design is finished

It is difficult to push the baby that you have created into the cruel marketplace when you don't know if it's ready, but you have to eventually launch the product to make money.

• Meet the requirements of the product spec and be done with it.
• Sell-fix-sell-fix not fix-fix-fix-sell. This is not to say that a poor quality product should be released, but engineers can be prone to trying to fix things that are not broken.
• Changes can still be made after initial product launch. These are new releases (new and improved), or even a deluxe model of the product just released.

5. Applicable process

No matter the complexity or simplicity of the product development process, you just need to have one that works for your situation. A documented process will keep you from leaving out vital steps or unnecessarily repeating others. It helps break what may seem to be an overwhelming project down into a methodical sequence of manageable steps. Although listed under the design and implementation phase, this really encompasses all three phases.

• Googling the "product development process" will bring up more information than you need to draft a process tailored to your specific needs.
• The product development process is not just about design and engineering. Don't forget to include packaging, assembly and logistics (shipping).
• A good process will also keep sales, marketing and operations informed of the project's progress.

III. Post-product launch

1. The light at the end of the tunnel...

It may be a freight train headed your way.

• Be prepared for product shortcomings or problems.
• How will you handle product returns?
• Review the product after introduction for final cost and look for quality problems. Was the product spec met?
• Schedule periodic reviews of sales numbers and potential quality issues. It may cost more to keep a product with a sub-par record in inventory than what it's worth.

2. Review the process

If this was the first product you developed, it probably won't be your last. Take a step back and review the project.

• How did you get here? Is this where you wanted to be?
• Identify and document the bottlenecks. Streamlining any process is a ratcheting type of action. Eliminating one bottleneck moves you up, but exposes the next.
• Learn from the mistakes and highlight the successes.

This story was featured in the February 2008 newsletter

- Authored by: Tim Morrow. Tim Morrow and Doug Simon operate Simon & Morrow Design, LLC (contract product development) and Boone Outdoor Hardware. Morrow is a client of Jim Gann, business specialist for the Small Business Development and Technology Development Center at the University of Missouri in Columbia. Date reviewed: 1/3/08