New Product Development


New Product Development is the backbone of every company and it is subject to a great change, especially in the last years. Products are becoming more complex, with increasing global competition and price pressures; at the same time customer requirements are becoming highly personalized and difficult to fulfill.

Agile Product Development for Hardware

Agile Product Development for Hardware incorporates the principles of Agile Software Development, such as Scrum,  iterative development, collaboration, and continuous improvement, into the hardware development process. The goal is to deliver high-quality hardware solutions quickly and efficiently, from concept to prototypes.

Agile Industrialization

While Agile Product Development for Hardware is an approach to develop new products from concept to prototype, Agile Industrialization specifically focuses on the later phases, from detailed design to ramp-up.

New Product Development Masterclass

The program has been developed based on the following key topics: 

Strategy is an essential aspect of New Product Development: it lies at the very heart of an organization’s growth and it represents the foundation for all organization’s activities.

In this module, the practitioner will face the core concepts of an organization strategy, especially in relationship with the New Product Development approach.

What is a Strategy? The answer is not trivial. In fact, any best in class organization lays on different level of strategies, including corporate, business and innovation strategy. In particular, this module focuses on Innovation Strategy, an essential tool for product development and continued growth in difficult times. Concepts like sustaining and disruptive innovation will be extensively discussed, as well as different strategies to support innovation

78% of the best companies had strategies that direct and integrate their entire product development programs compared to 54% of the rest of the companies (Markham, Lee, 2012).



  • Lesson 1: What is Strategy?
  • Lesson 2: The importance of Strategy
  • Lesson 3: Vision, Mission, Values
  • Lesson 4: Corporate and Business Strategy
  • Lesson 5: Innovation Strategy
  • Lesson 6: Strategy to support innovation

A product portfolio is a set of projects or products that an organization is investing in and making strategic trade-off against. But how to select the right products to sustain the organization growth?

This module will give you the proper elements to answer this difficult question. Indeed, there are two ways for a business to succeed at new products: doing projects right and doing the right projects. Portfolio Management is about doing the right projects!

In particular, this module describes techniques to select new product opportunities and to define a balanced product portfolio.



  • Lesson 1: What Product Portfolio Management is
  • Lesson 2: The relationship of the portfolio to strategy
  • Lesson 3: Selection of new product opportunities
  • Lesson 4: The balanced portfolio
  • Lesson 5: Resource allocation
process flow

Product Development is a creative and complex process. By nature, different products require different approaches. Indeed, there are several ways to develop a new product, every one with its pros and cons. But how to recognize the approach that best fits to your project and organization?

This module presents the practitioner not only the most common and state-of-the-art processes like Stage-Gate or Agile, but also describes the last trend in industry to approach the developing of a new product in a modern digitalized context, like Smart Product Development.



  • Lesson 1: The Generic Product Development Process
  • Lesson 2: Specific Product Development approaches
    • Stage-Gate
    • Concurrent Engineering
    • Agile Product Development
    • Lean Product Development
    • Smart Product Development
    • Final considerations
  • Lesson 3: The Product Innovation Charter (PIC)

Successful products are made by successful teams. However, the likelihood whether the team will be successful or not relies heavily on company culture and team organization.

This module explains what mechanisms underpin an high performing team, which in turn is responsible to develop a successful product. “Culture eats strategy fro breakfast”. How culture impacts on a team performance? What is the organization that best fits to our new projects? And what are the mechanisms to form an high-performing team?

This module provides you the right element to find the proper answers.



  • Lesson 1: The importance of culture
  • Lesson 2: Team: roles and responsibilities
    • the importance of a high performing team to successful product development
    • team formation
    • the team leader: roles and responsibilities
    • senior management support for the team
  • Lesson 3: Matrix structure and cross-functional team

This module focuses on tools, methods and techniques that are specific for Product Development. Due to the large amount of tools used in different phases of Product Development, it has been decided to split the module into 2 parts.
Part 1 focuses specifically on tools required in the following steps:

  • Concept Ideation: SCAMPER, brainstorming, mind mapping, SWOT, PESTLE, Delphi, etc.
  • Feasibility analysis: financial and non-financial analysis
  • Concept Selection: pass-fail and scoring approach
  • Product concept and design specifications: Quality Function Deployment and Kano model
  • Product design: Design for Excellence, TRIZ



  • Lesson 1: Introduction
  • Lesson 2: Ideation tools
  • Lesson 3: Feasibility analysis
  • Lesson 4: Concept selection
  • Lesson 5: Product concept and design specifications
  • Lesson 6: Product design tools

Part 2 focuses specifically on tools required in the following steps:

  • Prototyping: reasons and methodologies
  • Intellectual Property Rights: patents, copyrights, trademarks, trade secrets
  • Project Management: mainly focused on Initiating and Planning phases
  • Risk Management: Risk Register and Failure Mode and Effect Analysis
  • Performance metrics: list of key metrics



  • Lesson 1: Prototyping
  • Lesson 2: Intellectual Property Rights
  • Lesson 3: Project Management
  • Lesson 4: Risk Management
  • Lesson 5: Performance Metrics

Market research is an organized effort to gather information about target markets or customers. It is one of the main factors used in maintaining competitiveness over competitors. It provides important information to identify and analyze:

  • the market need
  • market size
  • competition

Therefore, it is evident the importance of Market research in New Product Development: through different techniques described and explained in this course, the Product Development team will be able to listen to “The Voice of Customer”, which means to identify what customers need, therefore providing important input in the very early stage – concept generation –  of a new product development process.



  • Lesson 1: Introduction to Market Research in Product Development
  • Lesson 2: Secondary vs Primary Market Research
  • Lesson 3: Primary Research: Qualitative VS Quantitative methods
  • Lesson 4: Market Research tools
stages of product life cycle

The Product Life Cycle (PLC) is a sequence of stages from introduction to growth, maturity and decline through which most product progress. The PLC has a significant impact on marketing strategy, the marketing mix and new product development.

This module aims to describe and explain how to manage the main stages of a product life-cycle:

  • Introduction, where the product branding is established, pricing strategy is defined, distribution channels identified, marketing strategy is defined;
  • Growth, where product quality and pricing are maintained, distribution channels are added and promotion aims to a broader audience;
  • Maturity, where distribution becomes more intensive and promotion emphasizes product differentiation and new features;
  • Decline, where pricing is reduced and liquidation strategies are applied.



  • Lesson 1: introduction to the Product Life Cycle
  • Lesson 2: the impact of the PLC and the product portfolio
  • Lesson 3: the critical stage of product introduction
  • Lesson 4: sustainable product innovation

We offer different approaches, you can choose the one that fits best to your need. For a better understanding about our different training solutions, please check our training solutions

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I had the pleasure of attending some of his valuable courses. Technically very capable and excellent dialectic and interlocutory ability.
Industry innovations and the latest in technology are his strong point.

Giovanni Veronese
CEO, Studio Tecnico Sistemi S.r.l.
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