Product Development Life Cycle

Product Development Process

  1. Define corporate/divisional goals

(How do we expand brands’ business & what does the Brand name mean to the trade & consumer)

  • 1 year plan
  • 3 year plan
  • 5 year plan
  1. Establish a product strategy
  • Examples:
    • Personal care
    • Home environment
    • Kitchen/Food Preparation
    • Fashion
    • Fitness
    • Wellness
    • Monitoring
    • Etc.
  1. Define product area priorities
  • Volume/Sales $ opportunities
  • Competitive analysis
  • Competitor weakness/strengths
  • Brand’s weakness/strengths
  • Establish sales/retail channel opportunities
  • Identify consumer need opportunities
  1. Reality Check:
  • Manpower/resources
  • Budget (operational & capital expenditure)
  • Window of opportunity (timing)
  1. Decisions:
  • Internal/External development
  • Internal/OEM manufacture
  • New industrial design
  • Sourced product
  • Hybrid – New ID of Sourced Product


  • New ID of Internal Product
  1. Concept Phase
  2. Development Phase

To ensure a Brand’s best success opportunity, a formal operational plan should exist for every product or product category. Develop a timeline defining all key deliverable dates for internal functions, services and suppliers so everyone is aware of their deliverable date and its impact on interfacing functions.

  • Marketing/sales business plan & forecast
  • Industrial Design (see section on managing this function)
  • Development to manufacture
  • Tooling & pilot run
  • Packaging & Graphics

Note: Too many companies turn control of the program management to the supplier OEM/ODM factories, rather than manage the program in accordance with their required dates of having merchandise in the retailer’s distribution center.

  • Sales & Marketing
  • Retailer presentations & sales calls
  • Support literature
  • Advertising
  • Promotional budget
  • Forecast update
  1. Manufacturing Phase
  • Production forecast
  • Established lead time for critical materials/components
  • Finalized Product Specification, Test Procedures & QA process
  • Release of production purchase orders

Production Engineered Designs (PED) are experts in new product development with the experience, connections, and tools needed to bring new products to market expediently with quality, reliability, and safety in design.