Example of the stage-gate product management process (sometimes referred to as the phase-gate process). This type of process is used to bring new products or updates to market. At the completion of each phase, there is general a review of the project along with a go / no go / hold / rework decision.

1. Example Product Management Stage-
Gate Process
Stage 1
Conceive
• Market Research
• Voice of the
Customer (VOC)
• Analysis:
• Market
• SWOT
• Competition
• Product Concept
• Preliminary:
• Business Case
• Team
• Budget
• Schedule
• Positioning Plan
• Market
Requirements Doc
(MRD)
Stage 2
Plan /
Feasibility
• Product
Requirements Doc
(PRD)
• Product Roadmap
• Development Plan
• Financial Plan
• Updated:
• Budget
• Schedule
• Business Case
• Positioning Plan
• Preliminary:
• Marketing
Strategy
• Launch Plan
• Project
Management
Plan
Stage 3
Develop
• Functional
Specification
• Product Design
Documents
• Prototype (opt.)
• MFMEA
• Test Plan / Quality
• Industrialization
• Design Review
• Financial / Costing
Review
• Pricing Plan
• Sourcing
• Updated:
• Marketing
Strategy
• Launch Plan
• PRD
• Project
Management
Plan
Stage 4
Qualify
• Completed / Passed
Tests
• Certifications
• Test Manufacturing
Run (opt.)
• Support Plan
• Product
Documentation
• Market / System
Assessment
• Pricing Finalization
• Preliminary
Marketing / Sales
Tools
• Updated Launch Plan
• Launch Decision
Stage 5
Launch
• Internal Training
• Market Collateral
• Sales Tools
• Product Messaging
• Competitive
Messaging
• Launch Events
• Continuing Rollout
• Demos
• PR / Advertising /
Trade Shows /
Magazines / Analysts
Stage 6
Deliver
• Monitor Financials
• Customer Feedback
• Compare Results to
Plan
• Complete Lifecycle
Plan through
Retirement
• Lessons Learned
Jack Rupert, PE, MBA
www.linkedin.com/in/jackrupert