Post on 20-Aug-2015
Workbench 2.0: Product DevelopmentProduct, Processes + Materials Life Cycle
©Workbench 2.0 LLC
Link Business Strategy + Product Development toP d t M f t i P + M t i l Lif C l
Business Strategy
Product, Manufacturing Processes + Materials Life Cycles
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Product Development Process
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Raw Materials Sustainable Harvesting +
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Product Manufacturing + Shi i
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Product Use
Recycle Reuse Component
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Processes + Shippingp
Materials
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a b c dVideo Video
recycle reuse waste
reusewaste
reusewaste
recycle reuserecycle
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Workbench 2.0 LLC
e
STAGE 1: Plan and Design
F ibilit
STAGE 2: Concept
D l t
STAGE 3: Design
R fi t
STAGE 4: Pre‐ Production
End of Life
Workbench 2.0 : DEVELOPMENT PROCESSSTAGE 5: Production
Feasibility Development Refinement
Class 1
Class 2 …
…
Top Priority Projects
GATE 1: Approve Project
Approach
GATE 2: Preliminary Design
Freeze
GATE 4: Production
Readiness Freeze
GATE 3: Detailed
Engineering Freeze
GATE 5: Launch/Audit
Prioritized Project Portfolio
PrioritizedProjectPortfolio
STAGE 1: Plan and Design Feasibility
STAGE 2:
Concept Development
STAGE3: Design Refinement
STAGE 4: Pre‐Production
STAGE 5: Production
END of LIFE
Business Consumer Analysis Validated Concept Initial Product P O For Initial Track product
Approach Freeze Readiness FreezeEngineering Freeze
erables
BusinessInitiatives & Goals
Consumer Analysis
Environmental Impact
pRenderings and/or
models
Initial Product Specifications
Countdown PlanP.O. For Initial Stocking Levels
Track product sales & GM
Category StrategySustainabilityEco-Impact
Market AnalysisFinal Product Definition Sustainability/Environ
Review
Final CAD of Validated Product Design (DFMEA)
Product & Manufacturing Processes Validated
Approved First Article(s)Shipment
Determine Direction
Project/ProductSupplier Evaluation Product/Project Plan BOM Approved Package Proofs
Approved Supplier Cost Reduce
Delive Identification
Supplier Evaluation Product/Project Plan BOM Approved Package ProofsQA Report
Cost Reduce
ProjectPrioritization
Technology Feasibility
Resource SustainabilityPrelim Product Costs &
Revised BudgetFinal Package Design
and ArtworkPFMEA, Quality, Mfg/ Eng
DocumentationMarket Launch New Innovations
Stage Top PriorityProjects
Prelim Product DefinitionPrelim Product
Financials
Updated Product Costs & Financials & Volumes (tooling +
Final Product Specs, Financials, Sustainability, Environmental Impact
Track Quality Market has
Migrated /New Markets2.
0 LLC
capacity planning)Environmental Impact Markets
Prelim Project Budget Prelim Forecast Supplier Analysis ISL Qty, Prelim Forecast
Concept Expenses Product Design
Expenses Tooling Capital
Approved Production SamplesW
orkben
ch
PRIORITIZED PORTFOLIO CREATIONSTAGE 1:
Plan and Design Feasibility
STAGE 2: Concept
Development
STAGE3: Design
Refinement
STAGE 4: Pre‐ Production
Class 1
Class 2
End of Life
…
STAGE 5: Production
Prod
uct
ation Prioritized
Project/Product Initiatives
y Strategy
Class 3…
…
GATE 1: GATE 2: GATE 4:GATE 3:
Project/P
Iden
tifica
GATE 5:
jPortfolio Roadmap
Busine
ss
Categor y
GATE 1: Approve Project
Approach
GATE 2: Preliminary Design
Freeze
GATE 4: Production Readiness
Freeze
GATE 3: Detailed Engineering
Freeze
Definition:
To be effective and efficient in product development we must collaborate to do the right things and do those
GATE 5: Launch/Audit
Top Priority Projects
To be effective and efficient in product development we must collaborate to do the right things and do those things right.To be effective and do the right things a business & CATEGORY STRATEGYmust be developed. Understanding the market, competition, target market, niche market, where to play, win and grow is what development of the strategy is about. PROJECT IDENTIFICATION is needed to populate the portfolio. The project assumptions need to be prioritized and aligned with the category strategy . The staging of TOP PRIORITY PROJECTS will assure that resources are used optimally. Project assumptions should be constantly looked at and screened for position in the portfolio. Look at the priority of the projects in the portfolio but asses new opportunities and how they position themselves in the portfolio. In this manner the portfolio migrates with market opportunity and staging the projects in aportfolio. In this manner the portfolio migrates with market opportunity and staging the projects in a prioritized fashion also focus resources on items that will give the highest impact.
©Workbench 2.0 LLC
INPUTS
Company strategies,market research on the
KEY ACTIVITIES
Analysis is performed inphase to determine the
DELIVERABLES
A market strategy thatdetails strategic plansCategory Strategy
► Phase owner – Marketing► Executes key activities – Marketing►Key participants – Marketing, Sales, NPD
consumer, competitor,and customer
best path to growthe category
for the consumer, customer, and product
g y gy
CompanyStrategy
► Brand Strategy► Environmental Impact► Resource Sustainability► Regional Economic Growth► Empower Creative Expression Market
gyLeadership Team
CategoryReview
► Empower Creative Expression
► SWOT Analysis
MarketAnalysis
Marketing
► Consumer Research ► Category Trends
SituationAnalysis
Marketing
MarketStrategyMarketing/Sales
Research Plan
MarketResearchMarketing/Sales
Approval: Team
► SWOT Analysis►Market Needs Identify► Financial Analysis► Research Analysis
► Customer Research► Competitor Research
► Category Trends► Historical Performance► Current State of Category► Future State Projection
Marketing
Enviro-Sustainability
©Workbench 2.0 LLC
All
Approval: Team
Project IdentificationINPUTS
Conduct end‐user observation
KEY ACTIVITIES
Conduct researchto generate ideas that
DELIVERABLES
A productroadmap of prioritizedj
► Phase owner –Marketing► Executes key activities – Marketing, NPD, ►Key participants – NPD
observation& product research
are screened, validated,and ranked
projects that meetthe market strategy
Enviro-Sustainability
► Objectives► Strategy Summary
► d
ResearchBrief
Marketing CompetitiveGap Analysis
Marketing
NPS Review
All
► Constraints► Deliverables
► Product Gaps► Feature Gaps► Price/Cost Gaps
Idea Generation
ObservationalResearch
Idea Screening
IdeaValidation
PrioritizedIdea List
Prioritizedportfolio
► Consumer Test► Results of Test► Validated Ideas► Sustainability► Environmental
► Capture Needs► Brainstorming► List of Ideas
► Expert/Novice Users► Observe Activities► Likes/Dislikes► Unexpected Uses►Work‐Around
► Identify Criteria► Screening► Rank Ideas► Thumbnail Sketches
► Prioritize Criteria► Rank Ideas
MarketingMarketing Marketing Marketing Marketing/NPD
Life CycleManagement
Team
► Environmental►Work‐Around► Style Preferences
► Refresh/Obsolete► Improve/Cost Reduce
ManagementMarketing
Internal
► Use Product►►
Approval: Team
► Technology Explorations► Functional Explorations► Design Architecture Explorations
R&DNPD
©Workbench 2.0 LLC
STAGE 1: Plan & Design Feasibility
STAGE 1: Plan and Design
Feasibility
STAGE 2: Concept
Development
STAGE3: Design
Refinement
STAGE 4: Pre‐ Production
Class 1
End of Life
…
STAGE 5: ProductionCross Functional
TeamMarketingProduct DevelopmentR&D Cl 1
…Class 2
Class 3…
…
R&DPackagingCreativeOperationsPurchasingSourcingSupply ChainQualityFinance
Class 1
Class 2…
GATE 1: Approve Project
Approach
GATE 2: Preliminary Design
Freeze
GATE 4: Production Readiness
Freeze
GATE 3: Detailed Engineering
Freeze
Finance
Definition:
GATE 5: Launch/Audit
Top Priority Projects
The main focus in this stage is to understand the market needs (project specific) of the end‐user/customer, project/product definition, product positioning, competition, market/technological feasibility, supplier availability, decision to go forward to develop concepts and risks. Class 1 innovative products that are incorporating new technology and placement in new channels will require research.P j t / d t th t h h d thi i t h b l t d th h th P tf li P i it iProjects/products that have reached this point have been selected through the Portfolio Priority screening process. Products in the portfolio are classified by Class 1 & Class 2. A Class 1 product/project requires going through all steps of the process. Class 2 requires going through portions of the process. The team ultimately determines the map the project/product will follow.
• Class 1: New to the industry/world• Class 2: Derivative of current product/platform/refresh
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STAGE 2 : Concept Development
STAGE 1: Plan and Design
Feasibility
STAGE 2: Concept
Development
STAGE 3: Design
Refinement
STAGE 4: Pre‐ Production
End of Life
STAGE 5: ProductionCross Functional
TeamM k ti
STAGE 2: CONCEPT
EXPLORATION
STAGE 2: CONCEPT DETAIL
Class 1
Class 2
Class 3…
…
…
MarketingProduct DevelopmentR&DPackagingCreativeOperationsPurchasingS i
Class 1
Class 2
Top Priority Projects
GATE 1: Approve Project
Approach
GATE 2: Preliminary Design
Freeze
GATE 4: Production Readiness
Freeze
GATE 3: Detailed Engineering
Freeze
SourcingSupply ChainQualityFinance
fi i i
GATE 5: Launch/Audit
Definition:
Class 1 innovative products will require many more mock‐up/breadboard iterations to prove out basic mechanics, function, assembly, mold ability and user interaction during the CONCEPT DETAIL portion of STAGE 2. STAGE 2 has CONCEPT EXPLORATION & CONCEPT DETAIL phases.Stage 2; CONCEPT DETAIL requires the collaboration of all downstream stakeholders in order to understand the need requirements (failure modes, molding, assembly, user requirements, customer requirements, shipping requirements & supplier requirements. This is a true partnership of collaboration where everyone is on the same page committed to achieving product specifications, brand requirements and end‐user/customer emotional connection Stage 2 is the time for building in the design architecture for theuser/customer emotional connection. Stage 2 is the time for building in the design architecture for the product. Whether the product is a stand alone or a family platform an identity needs to be maintained to reinforce brand image.©Workbench 2.0 LLC
D iP i i i dSTAGE1 STAGE2 STAGE3
STAGE 2 : Concept DevelopmentConcept Development
Design Refinement
Prioritized Portfolio
Plan + Design
Market + Tec
Screening
GATE1: Approve Project Approach
GATE2: PreliminaryDesign Freeze
PROJECT START
Concept Exploration Concept Detail
Market + Tec
Screening
Search Discove
Search Discove
Search Discove
Value Levers Value Levers Value Levers
chnical STAGE 2 = Inspired Design + Informed Innovation
Visioneering is the collecting and compiling of information using a
chnical
Concept Generation Preliminary Design Visioneering
CommunicationCollaboration
CommunicationCollaboration
Persistence Persistence
for ander value levers
for ander value levers
for ander value levers
compiling of information using a variety techniques to uncover Value Levers and gain insight and inspiration for idea generation. Idea generation sessions with diverse perspectives occur creating
Winnowing Concepts FreezeVisioneering
Search for the unexpectedEmphasis on creativity
Search for the unexpectedEmphasis on creativity
CreativeTension
CreativeTension
Focus onThe M
ar
Focus onThe M
ar
Focus onThe M
ar
p p gdozens of concepts. Developing and combining approaches ( plan, build, test, feedback slide) to produce several directions then Winnowing down h h lid i
n rket
n rket
n rket
Market Scans“Live the Life”
Market Scans“Live the Life”
Market Scans“Live the Life”
Eth h /D Di T t t f db k T t t f db k
through target segment validation. At the end of this stage we will have a Design Freeze selecting the best approach ready for Design Refinement (STAGE 3)
©Workbench 2.0 LLC
Ethnography/Deep DivesInterviews/Use
Target segment feedback Target segment feedback
Detailed product planand funds
Concept generation,refinement, and
Final concept thatmeets the productConcept Development
INPUTS KEY ACTIVITIES DELIVERABLES
for development validationp
plan requirements
► Phase owner – NPD► Executes key activities – Ind Design, Engineering , Suppliers . ►Key participants – Marketing
p p
InitialSourcingEngineering
► Potential Suppliers► Prelim Supply Chain Plan
g gGATE 2PreliminaryDesignFreeze
► Form Models► Proof of Concept► Patent Review
ConceptDetail
NPD
► Brainstorming► Concept Sketches► Refine Sketches
ConceptExploration
NPD
► User Feedback► Final Direction► Concept Release
DirectionalValidation
NPD
► Concept Review► Customer Feedback► Consumer Feedback
ConceptValidation
NPD
Design Freeze
NPD
► Project Objectives► Constraints► Deliverables
Updated Financials
Concept Freeze
NPD/Marketing
DesignBriefNPD
PreliminaryEngineering
► Patent Review► Safety Review
► Refine Sketches ► Concept Release ► Consumer Feedback► DeliverablesMarketing
Enviro-Sustainability
All
©Workbench 2.0 LLC
► Prelim DFMA► Design FMEA► Prelim Prod Specs
Engineering ApprovalTeam:
STAGE 3: Design Refinement
STAGE 1: Plan and Design
Feasibility
STAGE 2: Concept
Development
STAGE 3: Design
Refinement
STAGE 4: Pre‐ Production
End of Life
STAGE 5: Production
Cross Functional TeamSuppliersEnd Users
Class 1
Class 2 …
…
…
End‐UsersMarketingProduct DevelopmentR&DPackagingCreativeOperationsP h i
Class 1
Class 2
GATE 1: Approve Project
Approach
GATE 2: Preliminary Design
Freeze
GATE 4: Production Readiness
Freeze
GATE 3: Detailed Engineering
Freeze
PurchasingSourcingSupply ChainQualityFinance GATE 5:
Launch/AuditTop Priority Projects
Definition:
©Workbench 2.0 LLC
Approved final conceptand preliminaryfunction and
Design, build, test andrevise as many timesas needed to until
Tool‐ready designthat has beenlid t d d t t d
Design RefinementINPUTS KEY ACTIVITIES DELIVERABLES
specifications product is tool‐readyvalidated and tested
► Phase owner – NPD► Executes key activities – Engineering , Purchasing .Sourcing, Marketing►Key participants – Ind. Design, Suppliers, .Engineering, Manufacturing
► Product/Tooling Cost
Final SupplierSelection
Engineering/Purchasing
► Product/Tooling Quotes
Request ForQuote (RFQ)Engineering/Purchasing
► Preliminary Quoting
SourcingDown-SelectEngineering/Purchasing
GATE 3DetailedEngineeringFreeze► Product/Tooling Cost
► Financial Analysis►Make vs. Buy
► Product/Tooling Quotes► Supplier Timeline► Cost Evaluation
► Preliminary Quoting► Narrow Supplier List►Make vs. Buy Screen
DesignPart P t t i DesignProduct
Final Financials
Marketing
► Refined DFMEA► Benefit Check► ID Check► Safety Review
DesignReviewEngineering
► Initial Modeling►Modeling Refinement
PartModelingEngineering
► Form Prototypes► Functional Prototypes► Pkg Creation Prototypes► Prototype Tooling
Prototyping
Engineering
Tooling$
► Customer Feedback► User Feedback► Functional Testing► Life Cycle Testing
DesignValidation
Engineering
EngineeringFreezeEngineering
► Performance Spec► Appearance Spec► Quality Standard► Reject Criteria
ProductSpecification
Engineering
ProductCreative Brief
Marketing
PackageConcepting
Marketing/Eng
Final PackageConceptMarketing/Eng
► Safety Review► Prototype Tooling $Engineering
► Life Cycle Testing► Reject Criteria► Testing Criteria
Enviro-Sustainability
► No. of SKUs► Item Information► Budget► Timeline
Marketing
► Artwork Concepts► Structure Concepts► Prelim Structure Specs
Marketing/Eng
► Final Art Concept► Final Structure Concept► Print Specs with Supplier► Proof/Plate/Film Cost Estimate
Marketing/EngAll
Approval: Team
STAGE 4: Pre-Production
STAGE1: Plan and Design
Feasibility
STAGE 2: Concept
Development
STAGE 3: Design
Refinement
STAGE 4: Pre‐Production
End of Life
Stage 5: Production
Cross Functional TeamSuppliersEnd Users
Class 1
Class 2
Class 3…
…
…
End‐UsersMarketingProduct DevelopmentR&DPackagingCreativeOperationsP h i
Class 1
Class 2
GATE 1: Approve Project
Approach
GATE 2: Preliminary Design
Freeze
GATE 4: Production Readiness
Freeze
GATE 3: Detailed Engineering
Freeze
PurchasingSourcingSupply ChainQualityFinance GATE 5:
Launch/AuditTop Priority Projects
Definition:
©Workbench 2.0 LLC
Tool‐ready design thathas been validated,
Tooling up the productand packaging inpreparation of
Production‐readyproduct that meetsquality functional
Pre-ProductionINPUTS KEY ACTIVITIES DELIVERABLES
► Phase owner – NPD► Executes key activities – Supplier, .Engineering Marketing
tested, and approvedpreparation ofproduction
quality, functional,and appearance specs
Engineering , Marketing►Key participants – Engineering , Purchasing, . Domestic Manufacturing
GATE 4ReadinessFreeze
Production Readiness
FreezeEngineering
► Tooling Revision► Quality Testing
ToolingDebugSupplier/Eng
► Tooling PO► Design Approval
InitiateToolingEngineering
► Tooling Complete► Part 1st Samples
1st ArticleSamplesSupplier/Eng
► Product Spec► Quality to Spec
ProductApprovalEngineering
► Pilot Production► QA Ch k
CartonApprovalEngineering
► Part Timeline► Product Timeline
CountdownPlan
Engineering
Final Package Package PackagePackage
► Quality Testing► Functional Testing► Life Cycle Testing
► Design Approval► Fixtures/ Tooling
► Part 1st Samples► Product 1st Sample► Inspect to Prod Spec
► Quality to Spec► Performs to Spec► Appearance to Spec
► QA Check► Pkg Prod Approval
► Product Timeline► Package Timeline
Approval: Team
Enviro-
► Internal Approval► Artwork to Supplier► Final Spec to Supplier
DesignMarketing/Engineering
► Proofs – QA, Art Team► Internal Proof Approval► PO from Production Supplier
ProofingMarketing/Engineering
► Card/Insert Approval►Carton/Component Approval► Label Approval
ApprovalMarketing/Eng
► Card/Insert Films & Plates► Blister/Clam Tooling► Inner/Master Dies
Tool-UpEngineering
SustainabilityAll
Approval: Team
©Workbench 2.0 LLC
STAGE 5: Production
STAGE 1: Plan and Design
Feasibility
STAGE2: Concept
Development
STAGE 3: Design
Refinement
STAGE 4: Pre‐ Production
End of Life
STAGE 5: ProductionCross Functional
TeamMarketing
Class 1
Class 2
Class 3…
…
…
Product DevelopmentR&DPackagingCreativeOperationsPurchasingSourcing
Class 1
Class 2
GATE 1: Approve Project
Approach
GATE 2: Preliminary Design
Freeze
GATE 4: Production Readiness
Freeze
GATE 3: Detailed Engineering
Freeze
Supply ChainQualityFinance
GATE 5: Launch/AuditTop Priority
Projects
Definition:
©Workbench 2.0 LLC
Product approvedand ready for
Producing theinitial stocking level
Initial stocking levelinspected and Production
INPUTS KEY ACTIVITIES DELIVERABLES
► Phase owner – NPD► Executes key activities – Suppliers, Planning, .Engineering, Marketing►Key participants – Engineering , .
and ready forproduction
and shipping itin the US
received intoinventory
Sales, Manufacturing
Environ-
GATE 5Market LaunchProject Learning
SustainabilityAll
ISL Releaseto Inventory
NPD/Operations
► ISL PO► Pipeline Fill POs
Initiate ISLProduction
Planning
► Procure Materials►Make Components► Ch k A bl
ISLProduction
NPD
►Min ISL► Initial Forecasting
ForecastISL
Marketing/Sales
Assembly
NPD/Operations
Approval: ► Check Assembly► Random Lot Testing
QAInspection
Approval: Team
©Workbench 2.0 LLC
► Random Lot Testing► Inspection Report► Shipment Approval
spect oOperations
Initial stocking levelof product for samples
Training andcommercialization ofproduct into the
Customer orderE‐commerceMarketing Launch
INPUTS KEY ACTIVITIES DELIVERABLES
► Phase owner – Marketing► Executes key activities – Marketing, Sales, Planning►Key participants – NPD, Customer Service
p pand shipment
product into themarketplace
Specialty Storesg
► Launch Kit► T d Sh
CustomerLaunch
Marketing/Sales
► Trade Shows► Presentation Plan► POP
ConsumerLaunch
Ship toCustomers
Planning
► Presentation► POP Finalized►
CustomerReviews
Sales
► Enter & Update
Forecasting
Sales
► Production Min►Min inventory► S f t St k Mi
InventoryBuildPlanning
► Sales Mgmt► Customer Service► S l R
Training
Marketing/Sales
► Press Releases► Social Networks►Website Release► Advertising► Press ReleasesPromotions
Marketing► ► Safety Stock Min
►► Sales Reps► Team
©Workbench 2.0 LLC
► Press ReleasesPromotions► Consumer Shows
Continuous productorder fulfillment and
Auditing the projecton a consumer, customer and
Key project learningshelp direct the strategy
for managing the
INPUTS KEY ACTIVITIES DELIVERABLES
Project Learning’s
► Phase owner – Marketing► Executes key activities – Marketing, . NPD, Sales, Accounting
historical datacustomer, and financial basis
for managing theproduct lifecycle
j g
ConsumerAuditMarketing
►Key participants – All Functional Departments
PostMortem
ALL
► Level of Acceptance► Praises & Complaints►Why?
CustomerAudit
Life CycleManagementP j t
KeyLearning's
PostMortemMarketing
► Documenation► Return Rate► Line Fill Performance►Why?
AuditSales
ManagementMarketing
► Timeline Actual vs Target► Budget Actual vs Target► Benefit Actual vs Target
ProjectAudit
NPD ► Project Learnings► Process Learnings► Consumer Learnings► Customer Learnings► Financial Learnings
Learning sMarketing/NPD
► Product Performance► Std Cost vs Target
FinancialAuditAccounting
► Successes & Failures►Why?
► Financial Learnings
©Workbench 2.0 LLC
► Std Cost vs Target► Capital & Development Costs► IP Costs► Additional Expenses
End of Life
PHASE 1: Plan and Design
Feasibility
PHASE 2: Concept
Development
PHASE 3: Design
Refinement
PHASE 4: Pre‐ Production
End of Life
PHASE 5: ProductionCross Functional
TeamMarketing
Class 1
Class 2
Class 3
MarketingProduct DevelopmentR&DPackagingCreativeOperationsPurchasingSourcing
GATE 1: Approve Project
Approach
GATE 2: Preliminary Design
Freeze
GATE 4: Production Readiness
Freeze
GATE 3: Detailed Engineering
Freeze
SourcingSupply ChainQualityFinance
GATE 5: Launch/AuditTop Priority
Projects
Definition:
©Workbench 2.0 LLC