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Ideation A

SH (1). Product Team. STAGE 2. DISCOVERY. STAGE 1. STAGE 3. STAGE 4. Build Business Case. Ideation A. Scoping. Develop-ment. Testing & Validation. GATE 2. GATE 3. GATE 1. GATE 4. GATE 5. Explain product to Marketing for campaign development. STAGE 10. STAGE 8.5*. Marketing Team.

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Ideation A

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  1. SH (1) Product Team STAGE 2 DISCOVERY STAGE 1 STAGE 3 STAGE 4 Build Business Case Ideation A Scoping Develop-ment Testing & Validation GATE 2 GATE 3 GATE 1 GATE 4 GATE 5 Explain product to Marketing for campaign development STAGE 10 STAGE 8.5* Marketing Team Testing & Validation Launch STAGE 5 STAGE 6 STAGE 7 STAGE 8 STAGE 9 Ideation B Creative Develop-ment Partner Editing Legal Fulfillment *as appropriate, see explanation following GATE 2 GATE 1 GATE 3 GATE 4 GATE 5 Note: Parallel processing is not possible due to Marketing Team needing full product specs before beginning campaign development. Voice of customer is built in to Ideation, and Scoping stages (and Post-Launch evaluation). Ideation is top-down (very directed, solving a business problem uncovered by research/up-front predevelopment homework). The team approach is cross functional, involving department VP in Ideation A and the Chief Marketing Officer in Ideation B.

  2. SH (2) Product Team (PT) STAGE 2 DISCOVERY STAGE 1 STAGE 3 STAGE 4 Build Business Case Ideation Scoping Develop-ment Testing & Validation • Multi discipline task force includes marketing, sales, legal & marketing research • Brainstorm Inputs include competitive intelligence & target market data • PT refines design, features based on Concept Exploration • PT determines sales potential compared with competitive products • PT delineates concept & positioning and submits name choices for trademarking • PT determines brokers’ willingness to sell based on Concept Test • PT officates product specs and seeks legal approval and multi-state licensing • PT defines operational support needs (call center, website) • PT tests product with in-house focus groups of company Ees similar to target. • PT sets operational support needs (metrics & routes) • PT revises/ confirms sales training & sets $ projections for business plan GATE 2 GATE 3 GATE 1 GATE 4 GATE 5 • Focus Groups*: -Target market understands & is interested in product? -Employers willing to offer it to Ees? -Positively received, fitting in with corporate brand/image? • Fits income product suite? • Can be sold in large Ee market? • Unique in market? • Complements non-category products offered by company? • One-on One Indepth Interviews*: -Brokers willing to sell? -Brokers believe product is simple in design-- yet stands out in crowded market? • Design legally approved? • Licensing obtained in >5 states? • Call center capacity for predicted initial interest? • Capacity to develop website (online application process)? • Focus Groups: -Product understood by company Ees ? -Likely to buy? • Systems ready to go if customer should call/ login for application/ information? • Salespeople trained on product specs? Explain product to Marketing for campaign develop-ment YES YES YES YES YES Note: Consumer/Client focus groups are part of the Scoping Stage in this process due to their input being crucial to refining the design before presenting a realistic product to sales for evaluation. Ees= employees *attended by Marketing, run by Marketing Research

  3. SH (3) Marketing Team (MT) STAGE 7 STAGE 5 STAGE 6 STAGE 8 STAGE 9 Ideation Creative Develop-ment Partner Editing Legal Fulfillment • MT submits edits to ad agency and then submits finalized pdfs of all pieces to Legal for approval. • MT works with Creative Services to get item number assigned per piece. • MT gets printing specs from ad agency per piece. • MT consults with PT to determine big picture look/feel of materials & number of items to produce (creative briefs) • MT explains brand standard consistency needs & target market communication requirements • MT selects & works with external ad agency to develop pieces (competitive bidding rules) • MT ensures agency creative approach is unique vs competitors • MT works with PT to edit pieces • MT ensures pdf is housed properly for print on demand. • MT ensures minimum supplies are printed and stored. GATE 2 GATE 3 GATE 1 GATE 4 GATE 5 • Pieces meet brand standards and are consistent with overall look of product suite materials? • Pieces accurately reflect product specs? • Product design absolutely finalized? • Creative briefs approved by PT? • PT timing demands realistic for MT to complete pieces? • Pieces approved by PT point people? • Approved by Legal? • Item number per piece obtained? • Printing specs (paper type/weight) received? • Printing complete? • Salespeople introduced to pieces? • Call center reps given materials to fulfill phone and web requests for information? LAUNCH marketingcampaign to support product release YES YES YES YES YES Note: Stage 8.5 would consist of testing in-house (focus groups) for effectiveness depending on how many pieces in the campaign. If campaign is nothing more than a few promotional sheets, this would not be appropriate. If it is development of a series of brochures and ads, it would be.

  4. SH (4) Product Team Marketing Team Post-Launch Review After launch, the product team monitors sales performance and commissions a quantitative study assessing why potential buyers did not purchase the product. Product team also monitors support system performance through satisfaction studies (call center, on-site enrollment) Similarly, the marketing team determines effectiveness of communication material via focus groups and makes any adjustments budget-allowing. STAGE 10 Launch

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