The Process
Category Evaluation & New Product Ideation
Lead Idea Vetting & Internal Alignment
Product Development
Launch Prep Partnership
Launch Logistics & Handoff
We’ve highlighted a few more details about each key step below but the process is flexible enough to adapt to meet the unique needs of your brands. If you have a formal NPD stage-gate process we’ll adapt our approach to fit.
Category Evaluation & New Product Ideation
Key elements include:
A review of relevant client documentation & stakeholder interviews
Market and competitive research using client partner tools (e.g. scanner data)
Proprietary long-tail product research using data brokers and e-commerce scraping tools
New product ideation
Deliverables and timing:
6-12 new product ideas with supporting rationale
Timing ~ 6-10 Weeks
2. Lead Idea Vetting & Internal Alignment
Key elements include:
Internal reality screen (concept refinements with feedback from brand, regulatory, operations, sales and others as appropriate.
Concept testing, Volumetrics, and additional testing as required
Initial supplier screening: capabilities and rough costs
Profitability screening: validation of price, cost and margin assumptions
Customer screen: early feedback from key partners as appropriate
Deliverables and timing:
Alignment to new product priority and initial financial assumptions
Timing ~ 2-3 Months
3. Product Development
The “meat” of the project: Upon securing internal product approval, we’ll lead the new product development project in partnership with client and partner resources.
Key elements include:
External supplier search, vetting and bidding. Note: May use internal resources as appropriate.
Development plan, timing, financial update. Alignment to proceed
Project management and ongoing updates
Technical and claims testing as required
Packaging development
Sales team education and preparation
Pre-Launch alignment
Deliverables and timing:
Alignment to proceed to development (interim step)
Pre-launch alignment
Timing ~ 10-18 Months*
*assumes full development. Some projects may leverage pre-existing formulas or technologies that accelerate the process.
4. Launch Prep Partnership
Key elements include:
Final stages of product development
Forecast and formal product order
Marketing: Target audience alignment, messaging and claims development, tactics consultation and support
Retail Sales: Call assistance and additional support as required
Deliverables and timing:
Launch plan alignment
Timing ~ 3-4 Months
5. Launch Logistics and Handoff
Key elements include:
Hand-off all documentation, contact information, relevant research, etc
Review any outstanding next steps
Ongoing / future project related support may be provided as needed on an hourly basis.
Deliverables and timing:
Full project documentation package
Fully informed and happy client
Timing ~ 2-4 Weeks
Frequently Asked Questions
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Cost varies (you knew we would say that, right?)
Key factors that determine cost are category size and complexity, number of new products being pursued, complexity of product and claims development process and client interaction requirements
If we’re starting from square one, we recommend having us provide a bid for phase 1 & 2 and we’ll go from there!
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We specialize in new product ideation and development in the health care space.
We combine traditional research with in-market long-tail data analytics for more actionable insights that lead to better product ideas and a higher likelihood of success
We don’t just stop at ideas. We have a supplier network and in-house team that enable us to actually lead a development product freeing you up to focus on strategy, marketing and sales.
We have experience working with regulatory teams in the OTC and supplement space.
We combine decades of real world experience at large CPG companies with a scrappy start-up ethos.
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We want you to be completely satisfied with our work. We’ll partner with your internal team along the way to minimize this risk, but if the process results in ideas we’re not 100% happy with, we’ll refine them, or go back to the drawing board and come up with some new ones. And we’ll certainly uncover some great category insights that will be actionable from a messaging standpoint along the way!
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Some products are challenging to formulate and manufacture. We have experience in trouble-shooting key issues but the reality of product development is that not all products make it through the process. We will also communicate key risks early and will structure our agreement with the supplier such that we only pay for the development that has occurred to-date (and will attempt to recoup what we can in addition).
We can also advise and align on alternative ideas that might work based on what we learn from the process.
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I’ve been in your shoes so I understand the P&L, operational and internal alignment challenges you face day-to-day. As a partner, my job is to contribute toward exceeding those objectives and to team-up to help you address internal barriers.
I can work with your internal team as independently as you’d like to free up your own resources. And I can align as broadly as necessary within the organization to ensure I’m knocking down barriers and overcoming objections - not creating them!
Let’s Chat!
New Product Innovation is my passion and I’d love to help you find new ways to drive growth for your brand. Whether it’s a challenger brand looking to drive relevance with a game-changing new product offering, or a category leader interested in exploring ways to unlock the next growth frontier, chances are good that I’ve addressed a similar situation and can help explore some relevant opportunities for you.
Filling out a brief 2-3 minute form can help me understand your needs and prepare for a discussion.
Or just send me an email.
Or text me!