6 important phases of the product growth course of

One step at a time

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The journey to creating a novel, widely-loved product is rarely a straight line. Each nice firm began someplace, and their starting could be extra humble than you suppose — Amazon began out promoting books, and Shopify used to promote snowboards.

Product growth refers to each step within the means of releasing a brand new product. The steps concerned within the product growth course of may translate to renewing an present product and introducing an outdated product to a brand new market. Whilst you may not have the assets to start out creating your individual ecommerce product, it doesn’t harm to know what goes into the method.

On this article, we’ll undergo the six steps concerned in creating a brand new product — and hopefully make it much less intimidating for you.

Stage 1: Conceptualization

Have you ever ever had a terrific product concept within the bathe? Congratulations, you’ve conceptualized one thing. Sadly, most individuals by no means get previous this stage of the product growth course of.

In accordance with Harvard Enterprise Faculty professor Clayton Christensen, 95{b02bdf04de3f9bc06c998e855c65941e7d8f5cd012e86469a83340818e6b6d52} of latest merchandise fail. That is much less in regards to the concept itself and extra about poor analysis, planning and execution.

When innovators rely solely on their preliminary concept as an alternative of doing the right analysis, they miss out on necessary knowledge that might have helped them totally conceptualize their product.

As you start to strengthen your concept, it is advisable to sit down and ask the onerous questions:

  • Will this be fixing an issue? Be cautious of concepts that aren’t rooted in fixing an issue.
  • Who will purchase this product? It’s okay to be so revolutionary that individuals don’t even know they want your product till they arrive throughout it. However you would possibly find yourself making one thing nobody desires.
  • Who’s your competitors, and are you making a greater model of what they provide?
  • Can or not it’s manufactured? It might be tempting to need to be the primary to create a industrial android, but when the market demand, supplies, and know-how to do it don’t exist, then it’s most likely not a viable concept.

As soon as you’ll be able to justify your concept, it’s time for the scary half — asking for different individuals’s opinions.

Stage 2: Product validation

“I’d pay good cash for this.” These are seven phrases that might make any entrepreneur swoon — and product validation includes discovering which clients will say that about your product.

Product validation ensures you’re constructing a product individuals pays for and also you gained’t waste time, cash or effort on a flop.

Pepsi famously misstepped with their Crystal Pepsi product as a result of they didn’t run it by their viewers first. Don’t be Pepsi.

You may validate your product concepts in a wide range of methods, together with:

  • Operating it by household and associates
  • Utilizing an internet survey or discussion board for suggestions
  • Beginning a crowdfunding marketing campaign
  • Conducting market analysis utilizing Google Developments

You can even conduct a SWOT evaluation to find out whether or not your proposed concept is value investing in — or not.

Highlighting the strengths, weaknesses, alternatives, and threats of your concept will can help you perceive whether or not your new product makes strategic sense.

Stage 3: Design and prototyping

Primarily based on the suggestions you gathered whereas validating your product, you’ll be able to transfer on to visualizing an in depth model of your concept.

Understanding what the product would possibly appear to be and incorporating viewers suggestions will help you uncover potential issues or create a good higher model of your concept.

The objective of the prototyping section is to create a completed product to make use of as a pattern for mass manufacturing. Prototyping includes creating and bettering totally different variations of your product till you might have a passable pattern.

You may select to DIY your prototype in case you have the supplies and cash to place them collectively. To get began visualizing your concept, listed here are some ideas:

  1. Nothing beats pen and paper — take your concept to the web page to create a tough draft of your product.
  2. Though they’ve a studying curve, digital or 3D modeling packages will make the method simpler. You may strive POP and InVision.
  3. Use a 3D printer to develop your bodily prototype. This technique of prototyping has turn out to be extra well-liked as 3D printers turn out to be extra mainstream.

Contemplating the rising ranges of device issue and the way costly it’d get to put money into bodily prototypes, think about outsourcing your prototype. Most entrepreneurs select to start out constructing a relationship with third-party producers at this level. You may ship them your designs and overview the prototypes they return.

Bonus Tip: Making a prototype is a degree of dedication to your concept, so in the event you don’t need authorized points sooner or later, put money into a authorized advisor from this level on. The very last thing you need is a third-party stealing your concept — or worse, discovering out somebody has registered a patent in your product.

Stage 4: Sourcing

When you’re happy along with your prototype, it’s time to start out buying supplies and securing the manufacturing companions you’ll want. Constructing your provide chain refers back to the distributors, actions, and assets required to develop a product and get it to your clients.

Think about diversifying your provide chain, as this may can help you evaluate prices by figuring out a number of suppliers for the assorted supplies you’ll require, in addition to totally different potential producers.

As you begin searching for suppliers, listed here are some necessary inquiries to ask:

  • How a lot will the supplies, manufacturing, and delivery value per product? This can aid you as you set collectively costing, seek for funding, and decide your pricing technique.
  • What’s the minimal order amount it is advisable to order from the producer to start out working with them? When you can order continuously, in low portions, it can save you on cupboard space and the preliminary capital wanted to start out.
  • What high quality of supplies are you searching for, and do they provide them? Discovering this may seemingly contain asking potential suppliers to ship the supplies so that you can overview or visiting them immediately.
  • Do they provide fast and useful customer support? When you can’t belief that you simply’ll get fast responses out of your provider, they’re seemingly not a terrific match.
  • Do they ship on time? You may check this by ordering from them and monitoring the period of time it takes the product to get to you.

Though it might look like numerous work, creating an excellent basis along with your provider will help you thru many twists and turns of entrepreneurship. Understanding you’ll be able to depend on your suppliers to do their jobs will aid you deal with different points of working your small business. For extra recommendation, take a look at this in-depth information to looking for a provider.

Bonus Tip: Old style as it’s, commerce exhibits are nonetheless a extremely beneficial path for locating suppliers. They’re additionally a terrific place to get a pulse on which suppliers are trusted and respected within the business. Chances are you’ll not be capable of attend a bodily one, however digital ones occur frequently. To get began attending commerce exhibits, take a look at 10Times’ digital listing.

Stage 5: Costing and funding

Together with your producer, viewers approval, and a bodily visualization of what your concept will appear to be, you’ll want to find out the price of mass manufacturing.

When you’ve decided how a lot every part’s going to value, you’ll know the way a lot funding it is advisable to ask for.


Costing is the enterprise evaluation course of that can assist you determine how a lot every part will value. That is the place you are taking all data gathered and add up what your value of products offered (COGS) will probably be. This data will assist when determining your pricing and gross margin.


One of the best half is, you are able to do costing all by your self in a spreadsheet. If you may get a number of quotes from totally different producers within the sourcing section, you’ll be able to higher evaluate prices and make extra knowledgeable selections. You can even use your sheet to check native manufacturing versus abroad manufacturing. (Useful resource)

After doing product costing, you would possibly discover that you simply don’t have the capital to put money into creating your product. In search of funding is part of the entrepreneurial expertise, and there are extra choices than ever. Some methods to get funding for product growth embody:

  • Loans from household and associates
  • SBA or different small enterprise and startup loans
  • Crowdfunding by Patreon or GoFundMe
  • Angel investments
  • Small enterprise grants
  • Enterprise bank cards or credit score traces

When pitching to anybody for cash, you’ll must have a marketing strategy arrange, particularly in the event you’re ranging from scratch. How will their funding be spent? How do you envision your small business rising?

Try A fast-start information to writing a marketing strategy for the primary time to assist create yours.

After getting funding in place, you’ll be able to transfer on to mass manufacturing.

Associated: 10 small enterprise funding choices — from angel funding to conventional loans

Stage 6: Product launch

That is the stage of the product growth course of when your product is lastly launched to the world. More than likely, the model you launch will probably be what’s referred to as the minimal viable product or MVP. This refers back to the preliminary launch, which incorporates solely probably the most important options so your product can begin producing income.

By the point you launch, your supporting operations ought to be in place. Your buyer assist ought to be in place, in addition to your pricing, branding, gross sales and advertising and marketing methods.

Launching a brand new product is simply step one of an extended journey. Involving your viewers at each stage is important for achievement. Use your earlier analysis and testing rounds to find out which channels you’ll use to succeed in your audience.

Because the product evolves along with your viewers’s suggestions, so ought to the remainder of your operations.


Be certain you might have a web site to advertise and promote your product. With GoDaddy Web sites + Advertising, you’ll be able to shortly create a web site, promote on-line, use electronic mail advertising and marketing, and extra, all with 24/7 buyer assist and web site safety.

Be versatile in your method to the product growth course of

Your product will seemingly undergo many iterations earlier than it turns into a family identify or takes off within the media — and that’s OK! As a lot as innovation is necessary, execution is what’s going to get you the perfect consequence — having your product launched to the world.

Don’t wait until you might have an ideal model of your product in hand. So long as you create a strong basis, you’ll have time to evolve along with your viewers and create one thing even higher.

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