6 important phases of the product growth course of


One step at a time

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The journey to creating a singular, widely-loved product is rarely a straight line. Each nice firm began someplace, and their starting is likely to 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 technique of releasing a brand new product. The steps concerned within the product growth course of can even translate to renewing an current product and introducing an outdated product to a brand new market. Whilst you may not have the sources to begin growing 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 growing a brand new product — and hopefully make it much less intimidating for you.

Stage 1: Conceptualization

Have you ever ever had an incredible product thought 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 keeping with Harvard Enterprise College professor Clayton Christensen, 95% of recent merchandise fail. That is much less concerning the thought itself and extra about poor analysis, planning and execution.

When innovators rely solely on their preliminary thought as a substitute of doing the right analysis, they miss out on vital information that might have helped them totally conceptualize their product.

As you start to strengthen your thought, it’s essential sit down and ask the exhausting 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 modern that individuals don’t even know they want your product till they arrive throughout it. However you may find yourself making one thing nobody needs.
  • Who’s your competitors, and are you making a greater model of what they provide?
  • Can it’s manufactured? It could be tempting to need to be the primary to create a business android, but when the market demand, supplies, and know-how to do it don’t exist, then it’s in all probability not a viable thought.

As soon as you possibly can justify your thought, it’s time for the scary half — asking for different folks’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 prospects will say that about your product.

Product validation ensures you’re constructing a product folks can pay for and also you received’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’ll be able to validate your product concepts in a wide range of methods, together with:

  • Working it by household and pals
  • Utilizing a web-based survey or discussion board for suggestions
  • Beginning a crowdfunding marketing campaign
  • Conducting market analysis utilizing Google Developments

You may as well conduct a SWOT evaluation to find out whether or not your proposed thought is price investing in — or not.

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

Stage 3: Design and prototyping

Based mostly on the suggestions you gathered whereas validating your product, you possibly can transfer on to visualizing an in depth model of your thought.

Understanding what the product may appear like and incorporating viewers suggestions will help you uncover potential issues or create an excellent higher model of your thought.

The objective of the prototyping part 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’ll be able to select to DIY your prototype when you have the supplies and cash to place them collectively. To get began visualizing your thought, listed below are some ideas:

  1. Nothing beats pen and paper — take your thought 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’ll be able to attempt POP and InVision.
  3. Use a 3D printer to develop your bodily prototype. This technique of prototyping has change into extra standard as 3D printers change into extra mainstream.

Contemplating the growing ranges of instrument problem and the way costly it would get to put money into bodily prototypes, contemplate outsourcing your prototype. Most entrepreneurs select to begin constructing a relationship with third-party producers at this level. You’ll be able to ship them your designs and evaluate the prototypes they return.

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

Stage 4: Sourcing

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

Consider diversifying your provide chain, as it will mean you can evaluate prices by figuring out a number of suppliers for the varied supplies you’ll require, in addition to totally different potential producers.

As you begin on the lookout for suppliers, listed below are some vital inquiries to ask:

  • How a lot will the supplies, manufacturing, and transport price per product? This may assist you to as you place collectively costing, seek for funding, and decide your pricing technique.
  • What’s the minimal order amount it’s essential order from the producer to begin working with them? In case you can order steadily, in low portions, it can save you on space for storing and the preliminary capital wanted to begin.
  • What high quality of supplies are you on the lookout for, and do they provide them? Discovering it will seemingly contain asking potential suppliers to ship the supplies so that you can evaluate or visiting them straight.
  • Do they provide fast and useful customer support? In case you can’t belief that you simply’ll get fast responses out of your provider, they’re seemingly not an incredible match.
  • Do they ship on time? You’ll be able to take a look at this by ordering from them and monitoring the period of time it takes the product to get to you.

Though it might appear to be plenty of work, growing a very good basis along with your provider will help you thru many twists and turns of entrepreneurship. Figuring out you possibly can depend on your suppliers to do their jobs will assist you to deal with different elements of working your enterprise. For extra recommendation, take a look at this in-depth information to looking for a provider.

Bonus Tip: Old fashioned as it’s, commerce reveals are nonetheless a extremely really helpful path for locating suppliers. They’re additionally an incredible place to get a pulse on which suppliers are trusted and respected within the trade. You might not be capable to attend a bodily one, however digital ones occur regularly. To get began attending commerce reveals, 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 thought will appear like, you’ll want to find out the price of mass manufacturing.

When you’ve decided how a lot every part’s going to price, you’ll understand how a lot funding it’s essential ask for.


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

product development process


The very 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 part, you possibly can higher evaluate prices and make extra knowledgeable selections. You may as well use your sheet to match native manufacturing versus abroad manufacturing. (Useful resource)

After doing product costing, you may discover that you simply don’t have the capital to put money into growing your product. Looking for 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 pals
  • SBA or different small enterprise and startup loans
  • Crowdfunding via 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 for those who’re ranging from scratch. How will their funding be spent? How do you envision your enterprise rising?

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

Upon getting funding in place, you possibly can 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. Most definitely, 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 comprises solely essentially the most important options so your product can begin producing income.

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

Launching a brand new product is simply step one of an extended journey. Involving your viewers at each stage is significant for fulfillment. 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 and marketing, you possibly can shortly create a web site, promote on-line, use e mail advertising, and extra, all with 24/7 buyer assist and web site safety.

Be versatile in your strategy 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 vital, execution is what’s going to get you the most effective end result — 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 stable basis, you should have time to evolve along with your viewers and create one thing even higher.


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