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Stage Gate Process for New Technology Consumer Products

Stage Gate Process for New Technology Consumer Products. RC March 25, 2006. Discovery. Idea Generation IT Product Development/Design (develop technologies) Product Line Management (product pricing, revenue forecasting) Marketing (sales projections, competitive environment)

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Stage Gate Process for New Technology Consumer Products

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  1. Stage Gate Process for New Technology Consumer Products RC March 25, 2006

  2. Discovery • Idea Generation • IT Product Development/Design (develop technologies) • Product Line Management (product pricing, revenue forecasting) • Marketing (sales projections, competitive environment) • Research (customer voice, competitive environment)

  3. Gate 1: Idea Screen • Committee consisting of: • Divisional VP • Product Line Management • Marketing • Finance • Regulatory • Network Engineering Decides which ideas to pursue based on • Implementation schedule to build product • Systems schedule for customer billing • Sales and Revenue Potential • Capacity issues for product availability • Strategic Fit • Customer Receptivity GO/KILL

  4. Stage 1: Scoping • Due Diligence Phase…… • Market analysis of competitive products • Analyze potential derivatives of existing products • P&L, Revenue Potential, ST/LT forecast • Training Resources Needed • Channel Resources Needed • IT spec requirements for billing systems • VAS Revenue reports, Customer feedback studies • Tariff filing requirements – canvass regulatory needs

  5. Gate 2: REGULATORY • Determine filing process for product based on pricing structure • Determine tariffs needed • Contact state Public Utility Commision • Develop state rollout schedule • ………Timing • GO/KILL

  6. Stage 2: Business Case • Build single and multi year forecasts for ROI across footprint. • State launch plan based on filing requirements • Systems Timetables for product development and billing integration • Sales and Marketing strategy • Channel and training strategy

  7. Gate 3: Funding • PLM - Present Business Case to D&O Committee for funding GO/KILL

  8. Stage 3: Development • IT Product Design starts to build software product // IT Billing starts to program pricing for billing system based on launch schedule • PLM starts state filing process and starts to refine business plan • Sets Revenue goals for all channels • Marketing • Sales • Telemarketing • Online

  9. Gate 4: Testing • IT Product/Design rolls out beta test to internal random sample • IT Billing tests that product billing codes are programmed correctly to appear on customer bill • If product malfunctions or billing tests are not correct GO/KILL

  10. Gate 5:Pre Launch • PLM and Marketing determine a test market • Marketing develops customer profile and targeting criteria for advertising campaign • Marketing develops a marketing plan for all channels • Marketing manages Advertising Agency to execute Advertising plan PRODUCT LAUNCHES ………………………………………………………….. Post Implementation Review • Marketing monitors sales and response tracking during life of ad campaign • After six month period contact existing users, sales staff, purchasers for feedback.

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