Phase Gate

Tools"V ^ Tasks [j ^Deliverables f ^Requirements

Given the many deliverables required to complete the first UAPL phase, the tasks within the Understand phase parallel and match the outputs. They include the following:

1. Conduct a Goals, Objectives, Strategies, Plans, and Actions (GOSPA) analysis, a planning methodology.

2. Define how this product currently fits within the business strategy and financial goals of the product portfolio (current priority check).

3. Define the fit with the marketing innovation strategy.

4. Define specific customer types and where they are located.

5. Create a customer interview guide.

6. Gather and translate specific VOC data.

7. Document NUD customer needs.

8. Construct specific customer behavioral dynamics maps.

9. Conduct competitive benchmarking against the NUD customer requirements.

10. Help translate customer requirements into technical requirements.

11. Help generate and evaluate concepts that are candidates to fulfill the NUD.

12. Define the qualitative and quantitative elements of value that the concept provides to substantiate the specific product opportunity.

13. Update market perceived quality profiles.

14. Conduct customer value chain analysis.

15. Develop product category-specific key event time line.

16. Conduct Won-Lost Analysis.

17. Generate competitive position analysis.

18. Update RWW Analysis.

19. Refine and update the business case.

20. Create an Analyze phase marketing project plan and risk analysis.

The sample scorecard, as shown in Table 5.2 , is used by marketing project team leaders who manage major tasks and their time lines as part of their project management responsibilities.

Table 5.2. Sample Understand Phase Task Scorecard

1

2

3

4

s

6

Tool

Score

% Task Completion

Task Results Versus Gate Requirements

Risk Color (R, Y, G)

Gate Deliverable

Conduct GOSPA analysis

Document illustrating alignment of target with segmentation scheme

Revise marketing core competencies and capabilities assessment

Updated core competencies and capabilities assessment

Revise Porter's 5 Forces Analysis

Documented update to Porter's 5 Forces Analysis

Revise SWOT Analysis

Documented update of SWOT Analysis

Define specific customer types and where they are located

Documented customer requirements

Create interview guide

Gather VOC data

Conduct KJ Analysis to structure and rank data

Document NUDs

Construct customer behavioral dynamics map

Develop and implement customer requirements ranking survey

Help translate customer requirements into technical requirements

Documented product level HOQ

Conduct competitive benchmarking against NUDs

Update competitive analysis

1

2

3

4

5

6

Tool

Score

% Task Completion

Task Results Versus Gate Requirements

Risk Color (R, Y, G)

Gate Deliverable

Help generate and evaluate candidate concepts

Documented product concepts

Define qualitative and quantitative elements of value

Documented superior product concept

Convert eMPQP to Market Perceived Quality Profiles (MPQP) with VOC data

Update market perceived quality profile

Develop category key events time line

Develop Won-Lost Analysis

Update market perceived quality profile/update competitive analysis

Construct competitive position analysis

Conduct customer value chain analysis

Documented marketing critical parameters

Define how product fits business strategy/financial goals

Updated business case

Define fit with marketing innovation strategy

Estimate concept financial potential against current risk assessment

Updated RWW Analysis

Create Analyze phase project plan and risk analysis

Document Analyze phase project management and risk plan

Columns 1 and 6 align the task to a specific gate deliverable for justifying the task. (Never conduct a task if you can't justify its ability to produce a gate deliverable and fulfill a gate requirement.)

Average Tool Score (ATS) illustrates overall tool quantification across the three scoring dimensions. (A high ATS indicates that a task is being underwritten by proper tool usage.)

% Task Completion is scored on a 10 to 100% scale. This measure is critical if you want to understand how completely each specific, major task is being done.

Color coding is intended to illustrate the nature of the risk accrual for each major task within this phase of the process. Color code risk definitions are found in Chapter 2 .

The tool set that supports the Understand tasks to provide the Understand deliverables includes the following software, methods, and best practices:

• GOSPA method to define your Goals, Objectives, Strategies, Plans, and Actions.

• Product category data mining and analysis , composed of secondary market research and data-gathering tools, economic and market (segment) trend forecasting tools, and statistical (descriptive, graphical, inferential, and multivariate) data analysis.

• VOC gathering methods , including primary market research and customer data gathering tools.

• Focused VOC data processing best practices , such as the KJ diagramming method and questionnaire and survey design methods.

• Product category-specific SWOT Analysis method.

• Market perceived quality profile and gap analysis method.

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