New Product Development


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.

ATC offers Training and Consulting in New Product Development. I am NPDP certified  (New Product Development Professional) by the Product Development and Management Association (PDMA), an internationally recognized body of knowledge, which focuses on the fundamental principles that underpin successful product development across a broad range of industries.

Furthermore, ATC provides an innovative approach to NPD with the introduction of Industry 4.0 technologies, called Smart Product Development.


“Problems breed problems, and the lack of a disciplined method of openly attacking them breeds more problems” – Phillip Crosby

An effective and efficient systematic NPD framework is needed to minimize the risk of failure.

Shorter Time to Market

NPD tools shorten the development phase, from concept generation to production ramp-up.

Better Product Quality

A concurrent and interactive approach leads to better product quality.

Lower Production Cost

The “Design to Cost” approach aims to reduce production costs starting from the concept phase.


For people who want to reinforce their skills in Product Development, ATC provides a New Product Development Training Program.

You can choose among different solutions:

Virtual class


For more details, please read here

When Henry Ford made cheap, reliable cars people said “nah, what’s wrong with a horse?”. That was a huge bet he made, and it worked” E. Musk

According to the Product Development and Management Association, superior and differentiated new products are the number one driver of success and product profitability.

In most cases, superior products are based on innovative solutions, which include mainly new design options and new manufacturing methods. 

How can ATC help you? Read more.

New Product Development Training Program

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 is Product Portfolio Management
  • 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

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

Innovation Management Support

ATC offers specific support to Innovation Management. Innovation Management allows organizations to respond to external or internal opportunities, and use its creativity to introduce new ideas, processes or products.

Innovation Management is not relegated to R&D, but it involves employees at every level in contributing creatively to a company’s product development, manufacturing and marketing.

By utilizing innovation management tools, management can trigger and deploy the creative capabilities of the work force for the continuous development of a company.

The design and engineering stage is very important because at this stage most of the product life cycle costs are engaged. Previous research shows that 70–80% of the final product quality and 70% of the product entire life-cycle cost are determined in the product design phase, therefore the design-manufacturing interface represent the greatest opportunity for cost reduction (Yan-mei, Zhou, 2009).

ATC provides support to NPD teams in the following stages:

“Imagination is more important than knowledge” A. Einstein

Idea generation is described as the process of creating, developing and communicating abstract, concrete or visual ideas. Although Idea Generation is an abstract and creative phase, however it can be even more effective by using some tools like

  • Brainstorming
  • SWOT
  • TRIZ

Concept selection is the process of evaluating concepts with respect to customer needs and other criteria, comparing the relative strengths and weaknesses of the concepts, and selecting one or more concepts for further investigation, testing, or development.

Concept selection includes both financial and non-financial analysis. Financial evaluation is then based on one of the basic financial indicators:

  • Net Present Value (NPV)
  • Internal Rate of Return (IRR)
  • Return on Investment (ROI)
  • Payback period

Non-financial evaluation is based on a first screening, called pass-fail approach, and a more detailed evaluation, called scoring approach.

Concept Protection deals with Intellectual Property Rights (IPR). IPR include patents, copyrights, industrial design rights, trademarks, plant variety rights, trade dress, geographical indications, and in some jurisdictions trade secrets.

It is fundamental, before starting to develop a new product, to answer the following questions:

  • Am I allowed to develop the product? In other words, do I have the Freedom to Operate?
  • If yes, is it worth to protect my Intellectual Property? 
  • If yes, what is the best way to protect it?

Once the concept has been selected and protected, it is important to specify product requirements. This iterative phase is critical for the success of the product: indeed, more details are added to our concept, which can lead to a modification or even a change of the selected concept. In this sense, the Quality Function Deployment and the Kano Model are useful tools. 

Innovative projects are by definition high-risk, therefore it is important to manage risk properly. Risk Assessment is a term used to describe the overall process or method where you:

  • identify hazards and risk factors that have the potential to cause harm (hazard identification);
  • analyze and evaluate the risk associated with that hazard (risk analysis, and risk evaluation).

A preliminary plan is necessary to estimate resources, costs and time schedule. Gantt Chart is the most widely used tool.

The Product Innovation Charter is the heart of any organized effort to commercialize a new product and contains the reasons the project has been started, the goals, objectives, guidelines, and boundaries of the project. It is the “who, what, where, when and why” of the product development project.

“An innovation strategy is an essential tool for product development and continued growth in difficult times” (Cooper and Edgett, 2009)


Looking for support in Product Development?