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Product Planning

Product Planning. Chapter 6. Product Development Charter Review. Five general approaches to evaluate concepts Charter review Concept testing Scoring models Snake plots Financial analysis Can be utilized in combination with each other. Charter Review.

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Product Planning

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  1. Product Planning Chapter 6

  2. Product Development Charter Review • Five general approaches to evaluate concepts • Charter review • Concept testing • Scoring models • Snake plots • Financial analysis • Can be utilized in combination with each other

  3. Charter Review • Evaluates the concept against the criteria established in the product development charter • “Pass/Fail” approach

  4. Concept Testing • Incorporates customer opinions (very important!) • What works or doesn’t work • Strengths and weaknesses observed • Likelihood to buy • Suggestions for improvement • Different types of concept tests • Narrative, picture/sketch, prototype, virtual reality image

  5. Scoring Models • Different criteria and scores for each criteria observed • Usually a cut-off level for concepts to proceed to next stage

  6. Snake Plots • Extension of scoring model approach • Plotting multiple unweighted scores • Looking for profile that is most appealing • Example page 98

  7. Financial Analysis • ATAR model and ECV model generate real rough numbers • ATAR is awareness, trial, availability, and repeat purchase • ATAR does not factor in competition or up-front R&D costs • ECV is expected commercial value • It is a loose net present value approach

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