Posted by : Sushanth Thursday 6 January 2022

 

Stage-gate process

Stage gate process is one of the most widely adopted models of new product development 



Challenges/Issues:

1.The seed for stage gate process is idea and it does not explain

An idea for what?

 For whom?

What problem does it address?

Idea cannot be a starting point. It should rather be a problem or an opportunity.

2.Validation of idea happens late in the process. It incurs lot of investment before we reach this stage.

3. First the business case is made followed by rudimentary investment and market validation.

4. There are filters at every level of the process. These are go/no-go gates where an idea must qualify on certain pre-defined parameters before it gets further funding. What if a promising idea does not make the cut due to limited information available with the product team or the evaluation committee? It is lost forever.

5. It’s a linear approach and once an idea is out is it out for ever. There are hardly any means of iteration, course-correction, skipping a stage, recursion to a previous one, accelerating through some and pausing at others. The model works for efficiency and not effectiveness.

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