Harmonise product innovation with market needs

Market needs analysis

• what strategic need does the product address?
• how do potential customers meet that need now?
• what are the risks, costs and benefits associated with current solutions?
• who benefits and would be prepared to invest?
• what are the key requirements of the product/solution?

Market reaction to concept

• how easily is the solution understood?
• how does it align against strategic and operational needs?
• feature and function prioritisation

Positioning & communication