Phase Gate Vst

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.

Continue reading here: RWW Analysis refined and updated

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