5. Trigger product studies at the right time
To avoid falling behind the product renewal cycle (see diagram below):
estimate the time required for the gestation of a version 2 product study;
launch your version 2 product study in phase 3, at the height of version 1 product development;
bring the new version 2 product to market in the middle of phase 4, when version 1 is fully mature.
The advantage is :
finance the design and marketing phases of version 2 with the benefits generated by version 1;
keep sales and profits constant;
remain market leader and stay one step ahead of the competition.
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Trigger product studies at the right time
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Regulatory references
AFNOR NF X 50-100 November 2011: Value Management – Functional analysis, fundamental characteristics – Functional analysis: functional analysis of needs (external) and technical/product functional analysis (internal) – Requirements for deliverables and implementation procedures
AFNOR NF X 50-151 September 2007: Value Management – Functional expression of need...
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Acronyms and abbreviations
AF: functional analysis
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