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.
