Macrison’s strategic approach to product management is the stage – gate model of process of product management.
Whether you are looking to develop a new product or re-develop a product because of a downturn in its life cycle, the stage/ gate process is a very good process for managing this key function of marketing.
This model breaks the development processes into gates. At each gate, a key decision maker or steering committee evaluates the situation before deciding to invest in taking a product to the next gate. This ensures that irrational or emotional decisions don’t create an over investment in a product that has no future.
Typically the gates in the process are as follows. Note they can be varied depending on the type of product or company implementing this process.
- Stage 1 – Discovery
- Stage 2 – Scoping
- Stage 3 – Business Case
- Stage 4 – Development
- Stage 5 – Testing / Validation
- Stage 6 – Launch
If you want to take your product management to a more disciplined and professional level call us for an assessment of this process on your business.
We also provide new product specific marketing, creative and communications services.
We are totally committed to providing a complete product management service to ensure your new product is an overwhelming commercial success.