Thomas Ben Kellerman

Bringing a Product to Market

Publisher Summary This chapter presents a methodology for converting ideas into products and for marketing and selling the product once it is developed and manufactured. It explores the roles and interaction of the customers, partners, and departments or people within a company. The discussions that are presented in the chapter include the preparation of the all-important business case with its financial considerations. The results of a well-developed business case may reveal some unpleasant realities about what seem to be wonderful ideas. The chapter also discusses the identification of key tracking factors during the business case process. If these factors are religiously tracked, they can keep a product development focused and thus make a product a success or cause management to terminate development. Finally, the chapter discusses ways to measure the success of a product in the marketplace.