MM IDEADEVELOPMENTLAUNCH QMM IDEAResources CEOCONCEPTDEVELOPMENTLAUNCHFINIDEACONCEPTCEODEVELOPMENTLAUNCHCEOIDEACONCEPTDEVELOPMENTLAUNCHQMMIDEADEVELOPMENTCONCEPTLAUNCHQMMIDEACEOCONCEPTLAUNCHQMMIDEADEVELOPMENTLAUNCHQMMIDEAResources CEOCONCEPTDEVELOPMENTLAUNCH Development of new Products and Services Market North America

”46 percent of the resources that firms spend on the conception, development, and launch of new products are spend on products that either fail commercially in the marketplace or never make it to the market” Robert C. Cooper “Winning At New Products”

Market North America STAGE – GATE PROCESS A structured process to develop new products and services, to develop new ideas. From the idea to the launch.

Market North America 5 STAGES (STEPS, STATIONS) and 5 GATES (TRAFFIC LIGHTS, CONTROLL GATES) Every new project, every new idea is always being developed in 5 stages:

IDEA DATABASE IDEA DATABASE STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5 EVALUATE POTENTIAL CONCEPTDEVELOPMENTTEST & VALIDATION PERFORMANCE EVALUATION PERFORMANCE EVALUATION Market North America THE 5 STAGES LAUNCH

Market North America THE 5 GATES (TRAFFIC LIGHTS, CONTROLL GATES) For each gate there are defined criteria that decide, whether the project can move on to the next stage. At the “gates” it will be decided, whether, and what resources will be allocated. “Gatekeepers” are usually those persons, who own the necessary resources.

IDEA DATABASE IDEA DATABASE STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5 1. Evaluation EVALUATE POTENTIAL CONCEPTDEVELOPMEN T 2. Evaluation OK for Development OK for Test OK for Launch TEST & VALIDATION PERFORMANCE EVALUATION PERFORMANCE EVALUATION Market North America THE STAGE - GATE PROCESS LAUNCH

Ideas will be collected in an “idea-database” Past successes, mistakes, as well as ideas who have not been developed will be stored in this database. Our organization supports the generation of new ideas. IDEA Database IDEA Database IDEAS IN IDEA-DATABASE Market North America

1. GATE: First Evaluation First Soft-screening, basic criteria STAGE 1: EVALUATE BUSINESS POTENTIAL Quick evaluation with basic project analyses Basic Data: alignment with strategic goals, target markets benefits/costs Economies of scale, market opportunities advantages for different departments/offices of the company, survey key customers small groups, e.g. marketing and development (cross-functional betw. departments/offices) IDEA DATABASE IDEA DATABASE STAGE 1 1. GATE to STAGE 1 Market North America

IDEE DATENBAN K IDEE DATENBAN K 2. GATE: Second Evaluation Include other departments/offices (Sales, Market Management, Global Market Management…) STAGE 2: CONCEPT Research & Project plan Milestones Competitor Analyses, market research in-depth research with customers Product requirements Product description (what, for whom, why to invest…) Valuation of production costs, target market, budget requirements Customer & employee survey Core group project team STAGE 1 STAGE 2 1. STAGE to STAGE 2 Market North America

IDEE DATENBAN K IDEE DATENBAN K 3. GATE: OK for Testing - Decision to invest - complete project team STAGE 3: DEVELOPMENT Working model, Prototype, first tests Planing marketing activities Implementation / Launch, continuation of market analyses, Employee- and customer survey Update Finances, Result: in-house tested working model (prototype) Marketing and production parallel, complete project team with leader STAGE 2 STAGE 3 2. STAGE to STAGE 3 Market North America

IDEE DATENBAN K IDEE DATENBAN K 4. GATE: OK for Testing - “Go” or “No Go” for testing STAGE 4: TEST & VALIDATION Testing and Validation of entire process Customer and employee acceptance user friendliness Business analysis and analysis finances Tech, Marketing, Finance parallel STAGE 3 STAGE 4 3. STAGE to STAGE 4 Market North America

IDEE DATENBAN K IDEE DATENBAN K 5. GATE: OK to Launch - Last test before launch (quality, finances, expected ROI) - final validation STAGE 5: LAUNCH Use of the new product begin production, marketing, sales STAGE 4 STAGE 5 4. STAGE to STAGE 5 Market North America

IDEE DATENBAN K IDEE DATENBAN K  review: costs, profits, strengths, weaknesses  What did we learn? STAGE 5 FROM LAUNCH TO POST LAUNCH REVIEW Market North America

THE ADVANTAGES OF THE STAGE – GATE PROCESS A logical and structured process. The “gates” define a clear control function, whether project and objection are in sync with the values and strategies of the organization. CEO support and resource-commitment are defined by clear criteria. The processes are being administered parallel and by cross-functional departments/offices.

IDEA DATABASE IDEA DATABASE STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5 1. Evaluation EVALUATE POTENTIAL CONCEPTDEVELOPMEN T 2. Evaluation OK for Development OK for Testing OK for Launch TEST & VALIDATION PERFORMANCE EVALUATION PERFORMANCE EVALUATION Markt North America THE STAGE GATE PROCESS LAUNCH