The New Product Introduction (NPI) process is often thought of as a process that is only relevant to product development and engineering teams. However, the NPI process can be beneficial to a wide range of teams within an organization, including marketing, sales, customer support, and even finance.  If you are looking to launch products more effectively, then read on as to why the NPI process is not just for Engineering.

Lets start with a little history…

For forerunner to the NPI process is the stage-and-gate process, which was first introduced in Cooper’s 1986 book, “Winning at New Products.”  In the book, Cooper argued that the stage-and-gate process could help companies to improve the success rate of their new products by providing a structured approach to product development and by helping to identify and mitigate risks early in the process.

The stage-and-gate process has been adopted by many companies around the world, and it is now one of the most widely used project management methodologies for product development. The process has been shown to be effective in improving the success rate of new products, and it can also help to reduce the time and cost of product development.

But herein lies the problem.  The focus of most companies implementation is around product development.  And that meant companies focused the approach on engineering.  Don’t get me wrong, there are massive benefits in the stage and gate process.  The Product Development & Management Association has loads of reference that lay testament to that.

The challenge is that developing the product is just one step (albeit critical) in introducing a product to the market…

Why is the NPI process not just for Engineering?

Here are some of the reasons why the NPI process is not just for product development and engineering:

• It helps to ensure that all stakeholders are aligned on the product vision. The NPI process brings together teams from across the organization to collaborate on the product development process. This helps to ensure that everyone is on the same page about the product vision and that the product meets the needs of all stakeholders.
• It helps to identify and mitigate risks early in the product development process. The NPI process includes a number of steps that help to identify and mitigate risks. For example, the process includes a feasibility study that can help to identify potential technical challenges. The process also includes prototype testing, which can help to identify potential usability issues.
• It helps to improve the speed to market. The NPI process is designed to be efficient and repeatable. This helps to improve the speed to market by reducing the time it takes to bring a new product to market.
• It helps to reduce costs. The NPI process can help to reduce costs by identifying and eliminating waste early in the product development process. The process can also help to improve the efficiency of the manufacturing process, which can lead to lower costs.

In addition to the benefits listed above, the NPI process can also help to improve communication and collaboration between teams, increase customer satisfaction, and boost brand reputation.

So who should be the key stakeholders?

The key stakeholders in the NPI process are the people who have a vested interest in the success of the new product. They typically include:

• Product managers: Product managers are responsible for the overall product vision and strategy and commercial viability. They work with other stakeholders to define the product requirements, develop the product roadmap, and launch the product.
• Engineers: Engineers are responsible for the design, development, and testing of the product. They work with other stakeholders to ensure that the product meets the requirements and is manufacturable.
• Marketing: Marketing is responsible for creating awareness of the product and generating demand. They work with other stakeholders to develop the product positioning, messaging, and go-to-market strategy.
• Sales: Sales is responsible for selling the product to customers. They work with other stakeholders to understand the customer needs and develop the sales strategy.
• Finance: Finance is responsible for the financial aspects of the product development process. They work with other stakeholders to develop the product budget and track the financial performance of the product.
• Legal: Legal is responsible for ensuring that the product complies with all applicable laws and regulations. They work with other stakeholders to review the product requirements and ensure that the product is compliant.

Some tips in getting started…

If you are looking for ways to improve the way your organization brings new products to market, the NPI process is a great place to start. The NPI process can help you to ensure that your products are successful, and it can also help you to improve your organization’s efficiency and profitability.

Here are some additional tips for making the most of the NPI process:

• Start early. The earlier you start the NPI process, the more time you will have to identify and mitigate risks.
• Involve all stakeholders. The NPI process should involve all stakeholders who will be affected by the new product. This includes teams from product development, engineering, marketing, sales, customer support, and finance.
• Use a repeatable process. The NPI process should be a repeatable process that can be used to bring new products to market efficiently and effectively.
• Be flexible. The NPI process should be flexible enough to adapt to changes in the market or in the product requirements.

By following these tips, you can make the most of the NPI process and improve the chances of success for your new products.