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Full Description
The global consumer product market is exploding. In 2006 alone, 150,000 new products were brought to market. Now for the bad news: of those, fewer than 5% were hits, and fewer than 15% will even exist five years from now. Written for small business owners and entrepreneurs looking for an inside track on new product development, New Product Development for Dummies offers you a unique opportunity to learn from two consummate insiders the secrets of successfully developing, marketing and making a bundle from a new product or service. You learn proven techniques for sizing up market potential and divining customer needs. You get tested-in-the-trenches strategies for launching a new product or service. And you get a frank, in-depth appraisal of the most challenging issues facing new product developers today, including the need to collaborate with global partners, optimizing technology development for a 21st century marketplace, getting start-up capital in an increasingly competitive environment, and much more. Key topics covered include:
Developing a winning NPD strategy
Generating bold new ideas for products and services
Understanding what your customers really want
Keeping projects on track, on budget, and on-time
Building effective cross-functional teams
Planning and executing a blockbuster launch
Collaborating with global partners
Maximizing your chances for success
No matter what size or type of business you're in, this book provides you with an unbeatable competitive advantage in the booming global marketplace for new products and services.
Contents
Foreword xxi
Introduction 1
Part I: The Basics of New Product Development 9
Chapter 1: It Takes a Company 11
Chapter 2: What Are You Developing, and Why? 23
Chapter 3: Defining Your Product Strategy 37
Part II: Charting the Ocean of Opportunity for New Products 59
Chapter 4: What Do Your Customers Really Want? 61
Chapter 5: Turning Your Company into an Idea Factory 89
Chapter 6: Picking Winners and Losing Losers 115
Chapter 7: Making the Most of Technology 127
Chapter 8: Focusing Your NPD Efforts 147
Part III: Navigating the River of Product Development 165
Chapter 9: One Foot in Front of the Other: The Product Development Process 167
Chapter 10: Organizing the NPD Troops 191
Chapter 11: Managing Your Corporation's NPD Resources 211
Chapter 12: Using Reviews to Keep Projects on Track 233
Chapter 13: Launching Products for Market Success 253
Part IV: New Challenges in Product Development 271
Chapter 14: Developing Products in the Digital Age 273
Chapter 15: Product Development Goes Global 287
Chapter 16: Choose Your Partner! Partners in Product Development 303
Part V: The Part of Tens 317
Chapter 17: Ten Ideas on Ways to Test Your New Products 319
Chapter 18: Ten (Or More) Ways to Track Your Innovation Efforts 329
Appendix: Business Case Outline 339
Index 341
