Services in New Product Development
Strategy 2 Market is an experienced New Product Development consulting
firm whose mission is dedicated to building and enhancing the new product
development performance of your company.
Assessing Your Current New Product Development System
“New product development is complicated and it involves many departments within my organization.
Sometimes relations between departments can get tense and uncomfortable. I just don’t know where
to start with improving our new product development system.”
In order to improve the future new product development system, an understanding of the current state
is necessary. We evaluate your current new product development system against best practices and provide
insight and recommendations on what will work best for your organization. We objectively study and
assess all aspects of your new product development system (new product development strategies,
market understanding, portfolio management, new product development process, metrics and
organization/team/culture) to identify where you are doing well and where you can achieve substantial
improvement based on best practices without the subjectivity and conflict inherent in an internal
Developing New Product Development Strategy
“There are so many departments in my company that have an impact on
new product development. How do we get these departments working together
in the same direction and create a coherent message to our new product
represents the fundamental source of guidance for your departments and
your new product development teams. We help develop and link your organization’s
strategies for innovation, products, markets, platforms and technology
so they are self-reinforcing. We communicate these strategies with corresponding
market, product and technology
Establishing a Sustainable New Product Development System
“Our organization has multiple problems in developing new products.
Our products are late to market, our new product development team members
are blaming each other for product delays and problems, and on top of
all this we’re not meeting our target new product revenue goals.”
A successful new product development function has several components
working in concert. When problems occur, usually several components
of the system have gone awry and it is time for a realignment. We start
by gaining an accurate and insightful understanding of your current
new product development system, including:
new product development process,
employee skills set and
metrics. We identify the problem areas
and the most impactful solutions. We then work with your team to develop
the future state new product development system, and to fully implement
a sustainable system.
Developing a Portfolio Management and Resource Allocation System
“We have too many projects that are going through the new product development
process. We can’t agree on which projects are most important, so we
just do them all. Consequently, some of our new product development
team members are assigned to as many as 5 different projects; they’re
spread just too thin, they can’t seem to complete any of their tasks
on time, and all our new product development projects are delayed for
Resource allocation among projects in the new product development portfolio is one of the
most difficult responsibilities of the new product development management
team. One of the root causes of this difficulty is the lack of a system
for evaluating, comparing and prioritizing projects, which leaves the
team to make ad hoc prioritization decisions. Another is the lack of
a system for evaluating and prioritizing resources, which usually leads
to over-commitment of resources and project delays. We work with your
team in developing a portfolio management system that provides a portfolio-level
view across all your new product development projects. This helps facilitate
comparisons of projects on key dimensions to ensure balance on key characteristics
such as strategy, risk, size of investment, etc. We then assist your
team with the integration of the portfolio management system and the
resource management process. This will ensure optimization of your resources
so that your employees are being effectively utilized.
Simplifying the New Product Development Process
“We have a new product development process, but it is not effective…it just doesn’t seem to be doing the job.
We have really talented people, but we commonly have turf battles. Team members just aren’t sure what their
roles and responsibilities are within the process. On top of that it doesn’t seem like decisions are being
made on projects. The management team is having a hard time identifying good ideas and we end up doing everything.
We’re spread too thin and new product development has just become too complicated.”
When the new product development process is not well defined and documented, it quickly becomes chaotic and
complicated. Vague roles and responsibilities result in turf battles and even talented people can become ineffective.
Strategy 2 Market has considerable experience in helping companies improve their new product development process.
Some of our clients do not have an existing new product development process. We work closely with these teams in
designing a best-in-class process that aligns with their business and industry. With our clients that do have a process,
we commonly find that an important component of the process may be missing, like early-staged customer and market activities.
To keep everyone on the same page, we designed a propriety tool, the s2m NPD Body of Knowledge©. It guides your
team through an improved new product development process, with granular details on steps, activities, roles and
responsibilities for each phase and gate within the new product development process. Clarity around activities,
processes and roles takes the complication out of new product development. It also helps resolve turf issues.
We also coach the executive and management team on their role within the new product development process,
providing them with the tools to make good decisions during gate meetings. This ultimately leads to choosing the
‘right projects’, and optimizing valuable new product development resources.
Increasing New Product Revenue
“I don’t have enough products in the pipeline to meet my revenue targets.”
A lack of strong
new product ideas is a common problem in many companies today. Reasons often include, but are not limited
to: 1) the absence of a
new product development strategy
2) the lack of a disciplined
portfolio management system that aligns with your strategy 3) the lack of a process for feeding the pipeline,
and 4) insufficient resources to support your new product development goals. We work with your team to create a
disciplined system to address these problems, and to help you construct a robust solution that will support
your new product development goals.
“We constantly have delays getting our product to market.”
Delay in getting products to market is a common problem with many possible
causes, such as ill-defined activities and deliverables, resources spread
too thin, frequent reprioritization of projects, inadequate checkpoints,
inadequate assessment and management of project risks, and changing
project scope with a lack of product definition.
Our view of new product development as a system enables us to help
reduce cycle time and get your products to market faster. We have extensive experience in process improvement,
team development, and lean product development methods. We work with your team to ensure that you get your products
to market on time.
Integrating Mergers & Acquisitions
“We buy a company or a technology, and it doesn’t get fully integrated
into our new product development system.”
Integrating an acquired company into your existing new product development
function can be very difficult and fraught with confusion and stress.
Differences in process are generally identifiable, but differences in
strategy, skills, culture, and roles and responsibilities can be more
elusive and can create stumbling blocks to a successful integration.
We are experienced in evaluating the different organizations and bringing
them together through our focus on all the elements of the new product
Developing New Product Development Skills
“My employees need coaching in many new product development activities;
they need a reference guide that they can refer to on an on-going basis.”
Our proprietary customizable New Product Development Knowledge Base
will assist your employees in building important new product development
skills on an on-going basis. New Product Development Knowledge Base content corresponds
with elements of your new product development process, including strategy
approaches, business case development tools and formulas, and essential
guidance for your new product development activities. The solution can
be designed to fit most budgets and most levels of technology sophistication.
Organizing for Innovation
“Our New Product Development teams are not collaborating.”
When team productivity hits rock bottom, there’s a tendency to presume
that the problem lies with the team members, when most often, the culprit
is an organization that does not support a team structure. We help your
developing an organizational structure
that supports your new product development process. We also work with
your team members to help them excel in their roles.
Delivering New Product Development Seminars
“Many of our staff members do not have a good understanding of the new
product development system in its entirety. They only understand their
own individual roles and have trouble communicating across departments.
There is no common language across the departments doing new product
development. Their understanding needs to encompass the entire new product
development process, from discovery to post-mortem.”
We can provide a common new product development language and framework
for your team members. We teach corporate and public
workshops, including the comprehensive
New Product Development Professional (NPDP) Certification Preparatory
course that is licensed by the
Product Development Management Association (PDMA). This course covers all the nuts and bolts of
new product development, including strategy, portfolio management, process, market research,
tools and teams.
We are also certified to teach a
Lean Product Development workshop, and our intense 2-day proprietary
Fuzzy Front End workshop.
s2m New Product Development Reference Tool
"Our new product development process is difficult to control and manage. Things fall through the cracks.
Our project team members seem unclear on their roles and responsibilities. Some team members deliver
stellar results while others just don’t seem to “get it.” Sometimes there is conflict between team
members about decision-making or what needs to be done."
You are not alone. Most organizations experience these issues at some point, and
it really comes down to a lack of clarity and standardization of activities and roles and
responsibilities within the new product development process. This is where our propriet
We help you and your team determine the new product development process activities that best
align with your organization and industry. At the same time we determine gate criteria, identify
roles and responsibilities for each team member, and develop templates that assist team members in
executing their responsibilities.
Everything is clearly documented in an easy-to-navigate central repository that guides users through
the NPD process. Our proprietary s2m New Product Development Reference Tool™ ensures the appropriate
analysis is performed, the appropriate deliverables are created and the appropriate decisions are
addressed. Your team receives training and coaching to ensure they understand the process, their
role and how to accomplish their responsibilities. The end result is a well-functioning team and
a sustainable and repeatable new product development process.