Workbench 2.0 Development Process

Workbench 2.0: Product DevelopmentProduct, Processes + Materials Life Cycle

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Link Business Strategy + Product Development toP d t M f t i P + M t i l Lif C l

Business Strategy

Product, Manufacturing Processes + Materials Life Cycles

energy energy energy energy

Product Development Process

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Raw Materials Sustainable Harvesting +

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Product Manufacturing + Shi i

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Product Use

Recycle Reuse Component

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Processes + Shippingp

Materials

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recycle reuse waste

reusewaste

reusewaste

recycle reuserecycle

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Workbench 2.0 LLC

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http://www.youtube.com/watch?v=YhjBA3zNQz4

STAGE 1: Plan and Design

F ibilit

STAGE 2: Concept

D l t

STAGE 3: Design

R fi t

STAGE 4: Pre‐ Production

End of Life

Workbench 2.0 : DEVELOPMENT PROCESSSTAGE 5: Production

Feasibility Development Refinement

Class 1

Class 2 …

…

Top Priority Projects

GATE 1: Approve Project

Approach

GATE 2: Preliminary Design

Freeze

GATE 4: Production

Readiness Freeze

GATE 3: Detailed

Engineering Freeze

GATE 5: Launch/Audit

Prioritized Project Portfolio

PrioritizedProjectPortfolio

STAGE 1: Plan and Design Feasibility

STAGE 2:

Concept Development

STAGE3: Design Refinement

STAGE 4: Pre‐Production

STAGE 5: Production

END of LIFE

Business Consumer Analysis Validated Concept Initial Product P O For Initial Track product

Approach Freeze Readiness FreezeEngineering Freeze

erables

BusinessInitiatives & Goals

Consumer Analysis

Environmental Impact

pRenderings and/or

models

Initial Product Specifications

Countdown PlanP.O. For Initial Stocking Levels

Track product sales & GM

Category StrategySustainabilityEco-Impact

Market AnalysisFinal Product Definition Sustainability/Environ

Review

Final CAD of Validated Product Design (DFMEA)

Product & Manufacturing Processes Validated

Approved First Article(s)Shipment

Determine Direction

Project/ProductSupplier Evaluation Product/Project Plan BOM Approved Package Proofs

Approved Supplier Cost Reduce

Delive Identification

Supplier Evaluation Product/Project Plan BOM Approved Package ProofsQA Report

Cost Reduce

ProjectPrioritization

Technology Feasibility

Resource SustainabilityPrelim Product Costs &

Revised BudgetFinal Package Design

and ArtworkPFMEA, Quality, Mfg/ Eng

DocumentationMarket Launch New Innovations

Stage Top PriorityProjects

Prelim Product DefinitionPrelim Product

Financials

Updated Product Costs & Financials & Volumes (tooling +

Final Product Specs, Financials, Sustainability, Environmental Impact

Track Quality Market has

Migrated /New Markets2.

0 LLC

capacity planning)Environmental Impact Markets

Prelim Project Budget Prelim Forecast Supplier Analysis ISL Qty, Prelim Forecast

Concept Expenses Product Design

Expenses Tooling Capital

Approved Production SamplesW

orkben

ch

PRIORITIZED PORTFOLIO CREATIONSTAGE 1:

Plan and Design Feasibility

STAGE 2: Concept

Development

STAGE3: Design

Refinement


Class 1

Class 2

End of Life

…

STAGE 5: Production

Prod

uct

ation Prioritized

Project/Product Initiatives

y Strategy

Class 3…

…

GATE 1: GATE 2: GATE 4:GATE 3:

Project/P

Iden

tifica

GATE 5:

jPortfolio Roadmap

Busine

ss

Categor y


Approach


Freeze

GATE 4: Production Readiness

Freeze

GATE 3: Detailed Engineering

Freeze

Definition:

To be effective and efficient in product development we must collaborate to do the right things and do those



To be effective and efficient in product development we must collaborate to do the right things and do those things right.To be effective and do the right things a business & CATEGORY STRATEGYmust be developed. Understanding the market, competition, target market, niche market, where to play, win and grow is what development of the strategy is about. PROJECT IDENTIFICATION is needed to populate the portfolio. The project assumptions need to be prioritized and aligned with the category strategy . The staging of TOP PRIORITY PROJECTS will assure that resources are used optimally. Project assumptions should be constantly looked at and screened for position in the portfolio. Look at the priority of the projects in the portfolio but asses new opportunities and how they position themselves in the portfolio. In this manner the portfolio migrates with market opportunity and staging the projects in aportfolio. In this manner the portfolio migrates with market opportunity and staging the projects in a prioritized fashion also focus resources on items that will give the highest impact.

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INPUTS

Company strategies,market research on the

KEY ACTIVITIES

Analysis is performed inphase to determine the

DELIVERABLES

A market strategy thatdetails strategic plansCategory Strategy

► Phase owner – Marketing► Executes key activities – Marketing►Key participants – Marketing, Sales, NPD

consumer, competitor,and customer

best path to growthe category

for the consumer, customer, and product

g y gy

CompanyStrategy

► Brand Strategy► Environmental Impact► Resource Sustainability► Regional Economic Growth► Empower Creative Expression Market

gyLeadership Team

CategoryReview

► Empower Creative Expression

► SWOT Analysis

MarketAnalysis

Marketing

► Consumer Research ► Category Trends

SituationAnalysis

Marketing

MarketStrategyMarketing/Sales

Research Plan

MarketResearchMarketing/Sales

Approval: Team

► SWOT Analysis►Market Needs Identify► Financial Analysis► Research Analysis

► Customer Research► Competitor Research

► Category Trends► Historical Performance► Current State of Category► Future State Projection

Marketing

Enviro-Sustainability

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All

Approval: Team

Project IdentificationINPUTS

Conduct end‐user observation

KEY ACTIVITIES

Conduct researchto generate ideas that

DELIVERABLES

A productroadmap of prioritizedj

► Phase owner –Marketing► Executes key activities – Marketing, NPD, ►Key participants – NPD

observation& product research

are screened, validated,and ranked

projects that meetthe market strategy


► Objectives► Strategy Summary

► d

ResearchBrief

Marketing CompetitiveGap Analysis

Marketing

NPS Review

All

► Constraints► Deliverables

► Product Gaps► Feature Gaps► Price/Cost Gaps

Idea Generation

ObservationalResearch

Idea Screening

IdeaValidation

PrioritizedIdea List

Prioritizedportfolio

► Consumer Test► Results of Test► Validated Ideas► Sustainability► Environmental

► Capture Needs► Brainstorming► List of Ideas

► Expert/Novice Users► Observe Activities► Likes/Dislikes► Unexpected Uses►Work‐Around

► Identify Criteria► Screening► Rank Ideas► Thumbnail Sketches

► Prioritize Criteria► Rank Ideas

MarketingMarketing Marketing Marketing Marketing/NPD

Life CycleManagement

Team

► Environmental►Work‐Around► Style Preferences

► Refresh/Obsolete► Improve/Cost Reduce

ManagementMarketing

Internal

► Use Product►►

Approval: Team

► Technology Explorations► Functional Explorations► Design Architecture Explorations

R&DNPD

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STAGE 1: Plan & Design Feasibility


Feasibility

STAGE 2: Concept

Development

STAGE3: Design

Refinement


Class 1

End of Life

…

STAGE 5: ProductionCross Functional

TeamMarketingProduct DevelopmentR&D Cl 1

…Class 2

Class 3…

…

R&DPackagingCreativeOperationsPurchasingSourcingSupply ChainQualityFinance

Class 1

Class 2…


Approach


Freeze


Freeze


Freeze

Finance

Definition:



The main focus in this stage is to understand the market needs (project specific) of the end‐user/customer, project/product definition, product positioning, competition, market/technological feasibility, supplier availability, decision to go forward to develop concepts and risks. Class 1 innovative products that are incorporating new technology and placement in new channels will require research.P j t / d t th t h h d thi i t h b l t d th h th P tf li P i it iProjects/products that have reached this point have been selected through the Portfolio Priority screening process. Products in the portfolio are classified by Class 1 & Class 2. A Class 1 product/project requires going through all steps of the process. Class 2 requires going through portions of the process. The team ultimately determines the map the project/product will follow.

• Class 1: New to the industry/world• Class 2: Derivative of current product/platform/refresh

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STAGE 2 : Concept Development


Feasibility

STAGE 2: Concept

Development

STAGE 3: Design

Refinement


End of Life


TeamM k ti

STAGE 2: CONCEPT

EXPLORATION

STAGE 2: CONCEPT DETAIL

Class 1

Class 2

Class 3…

…

…

MarketingProduct DevelopmentR&DPackagingCreativeOperationsPurchasingS i

Class 1

Class 2



Approach


Freeze


Freeze


Freeze

SourcingSupply ChainQualityFinance

fi i i


Definition:

Class 1 innovative products will require many more mock‐up/breadboard iterations to prove out basic mechanics, function, assembly, mold ability and user interaction during the CONCEPT DETAIL portion of STAGE 2. STAGE 2 has CONCEPT EXPLORATION & CONCEPT DETAIL phases.Stage 2; CONCEPT DETAIL requires the collaboration of all downstream stakeholders in order to understand the need requirements (failure modes, molding, assembly, user requirements, customer requirements, shipping requirements & supplier requirements. This is a true partnership of collaboration where everyone is on the same page committed to achieving product specifications, brand requirements and end‐user/customer emotional connection Stage 2 is the time for building in the design architecture for theuser/customer emotional connection. Stage 2 is the time for building in the design architecture for the product. Whether the product is a stand alone or a family platform an identity needs to be maintained to reinforce brand image.©Workbench 2.0 LLC

D iP i i i dSTAGE1 STAGE2 STAGE3

STAGE 2 : Concept DevelopmentConcept Development

Design Refinement

Prioritized Portfolio

Plan + Design

Market + Tec

Screening

GATE1: Approve Project Approach

GATE2: PreliminaryDesign Freeze

PROJECT START

Concept Exploration Concept Detail

Market + Tec

Screening

Search Discove

Search Discove

Search Discove

Value Levers Value Levers Value Levers

chnical STAGE 2 = Inspired Design + Informed Innovation

Visioneering is the collecting and compiling of information using a

chnical

Concept Generation Preliminary Design Visioneering

CommunicationCollaboration

CommunicationCollaboration

Persistence Persistence

for ander value levers



compiling of information using a variety techniques to uncover Value Levers and gain insight and inspiration for idea generation. Idea generation sessions with diverse perspectives occur creating

Winnowing Concepts FreezeVisioneering

Search for the unexpectedEmphasis on creativity

Search for the unexpectedEmphasis on creativity

CreativeTension

CreativeTension

Focus onThe M

ar

Focus onThe M

ar

Focus onThe M

ar

p p gdozens of concepts. Developing and combining approaches ( plan, build, test, feedback slide) to produce several directions then Winnowing down h h lid i

n rket

n rket

n rket

Market Scans“Live the Life”



Eth h /D Di T t t f db k T t t f db k

through target segment validation. At the end of this stage we will have a Design Freeze selecting the best approach ready for Design Refinement (STAGE 3)

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Ethnography/Deep DivesInterviews/Use

Target segment feedback Target segment feedback

Detailed product planand funds

Concept generation,refinement, and

Final concept thatmeets the productConcept Development

INPUTS KEY ACTIVITIES DELIVERABLES

for development validationp

plan requirements

► Phase owner – NPD► Executes key activities – Ind Design, Engineering , Suppliers . ►Key participants – Marketing

p p

InitialSourcingEngineering

► Potential Suppliers► Prelim Supply Chain Plan

g gGATE 2PreliminaryDesignFreeze

► Form Models► Proof of Concept► Patent Review

ConceptDetail

NPD

► Brainstorming► Concept Sketches► Refine Sketches

ConceptExploration

NPD

► User Feedback► Final Direction► Concept Release

DirectionalValidation

NPD

► Concept Review► Customer Feedback► Consumer Feedback

ConceptValidation

NPD

Design Freeze

NPD

► Project Objectives► Constraints► Deliverables

Updated Financials

Concept Freeze

NPD/Marketing

DesignBriefNPD

PreliminaryEngineering

► Patent Review► Safety Review

► Refine Sketches ► Concept Release ► Consumer Feedback► DeliverablesMarketing


All

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► Prelim DFMA► Design FMEA► Prelim Prod Specs

Engineering ApprovalTeam:

STAGE 3: Design Refinement


Feasibility

STAGE 2: Concept

Development

STAGE 3: Design

Refinement


End of Life

STAGE 5: Production

Cross Functional TeamSuppliersEnd Users

Class 1

Class 2 …

…

…

End‐UsersMarketingProduct DevelopmentR&DPackagingCreativeOperationsP h i

Class 1

Class 2


Approach


Freeze


Freeze


Freeze

PurchasingSourcingSupply ChainQualityFinance GATE 5:

Launch/AuditTop Priority Projects

Definition:

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Approved final conceptand preliminaryfunction and

Design, build, test andrevise as many timesas needed to until

Tool‐ready designthat has beenlid t d d t t d

Design RefinementINPUTS KEY ACTIVITIES DELIVERABLES

specifications product is tool‐readyvalidated and tested

► Phase owner – NPD► Executes key activities – Engineering , Purchasing .Sourcing, Marketing►Key participants – Ind. Design, Suppliers, .Engineering, Manufacturing

► Product/Tooling Cost

Final SupplierSelection

Engineering/Purchasing

► Product/Tooling Quotes

Request ForQuote (RFQ)Engineering/Purchasing

► Preliminary Quoting

SourcingDown-SelectEngineering/Purchasing

GATE 3DetailedEngineeringFreeze► Product/Tooling Cost

► Financial Analysis►Make vs. Buy

► Product/Tooling Quotes► Supplier Timeline► Cost Evaluation

► Preliminary Quoting► Narrow Supplier List►Make vs. Buy Screen

DesignPart P t t i DesignProduct

Final Financials

Marketing

► Refined DFMEA► Benefit Check► ID Check► Safety Review

DesignReviewEngineering

► Initial Modeling►Modeling Refinement

PartModelingEngineering

► Form Prototypes► Functional Prototypes► Pkg Creation Prototypes► Prototype Tooling

Prototyping

Engineering

Tooling$

► Customer Feedback► User Feedback► Functional Testing► Life Cycle Testing

DesignValidation

Engineering

EngineeringFreezeEngineering

► Performance Spec► Appearance Spec► Quality Standard► Reject Criteria

ProductSpecification

Engineering

ProductCreative Brief

Marketing

PackageConcepting

Marketing/Eng

Final PackageConceptMarketing/Eng

► Safety Review► Prototype Tooling $Engineering

► Life Cycle Testing► Reject Criteria► Testing Criteria


► No. of SKUs► Item Information► Budget► Timeline

Marketing

► Artwork Concepts► Structure Concepts► Prelim Structure Specs

Marketing/Eng

► Final Art Concept► Final Structure Concept► Print Specs with Supplier► Proof/Plate/Film Cost Estimate

Marketing/EngAll

Approval: Team

STAGE 4: Pre-Production

STAGE1: Plan and Design

Feasibility

STAGE 2: Concept

Development

STAGE 3: Design

Refinement

STAGE 4: Pre‐Production

End of Life

Stage 5: Production

Cross Functional TeamSuppliersEnd Users

Class 1

Class 2

Class 3…

…

…

End‐UsersMarketingProduct DevelopmentR&DPackagingCreativeOperationsP h i

Class 1

Class 2


Approach


Freeze


Freeze


Freeze

PurchasingSourcingSupply ChainQualityFinance GATE 5:

Launch/AuditTop Priority Projects

Definition:

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Tool‐ready design thathas been validated,

Tooling up the productand packaging inpreparation of

Production‐readyproduct that meetsquality functional

Pre-ProductionINPUTS KEY ACTIVITIES DELIVERABLES

► Phase owner – NPD► Executes key activities – Supplier, .Engineering Marketing

tested, and approvedpreparation ofproduction

quality, functional,and appearance specs

Engineering , Marketing►Key participants – Engineering , Purchasing, . Domestic Manufacturing

GATE 4ReadinessFreeze

Production Readiness

FreezeEngineering

► Tooling Revision► Quality Testing

ToolingDebugSupplier/Eng

► Tooling PO► Design Approval

InitiateToolingEngineering

► Tooling Complete► Part 1st Samples

1st ArticleSamplesSupplier/Eng

► Product Spec► Quality to Spec

ProductApprovalEngineering

► Pilot Production► QA Ch k

CartonApprovalEngineering

► Part Timeline► Product Timeline

CountdownPlan

Engineering

Final Package Package PackagePackage

► Quality Testing► Functional Testing► Life Cycle Testing

► Design Approval► Fixtures/ Tooling

► Part 1st Samples► Product 1st Sample► Inspect to Prod Spec

► Quality to Spec► Performs to Spec► Appearance to Spec

► QA Check► Pkg Prod Approval

► Product Timeline► Package Timeline

Approval: Team

Enviro-

► Internal Approval► Artwork to Supplier► Final Spec to Supplier

DesignMarketing/Engineering

► Proofs – QA, Art Team► Internal Proof Approval► PO from Production Supplier

ProofingMarketing/Engineering

► Card/Insert Approval►Carton/Component Approval► Label Approval

ApprovalMarketing/Eng

► Card/Insert Films & Plates► Blister/Clam Tooling► Inner/Master Dies

Tool-UpEngineering

SustainabilityAll

Approval: Team

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STAGE 5: Production


Feasibility

STAGE2: Concept

Development

STAGE 3: Design

Refinement


End of Life


TeamMarketing

Class 1

Class 2

Class 3…

…

…

Product DevelopmentR&DPackagingCreativeOperationsPurchasingSourcing

Class 1

Class 2


Approach


Freeze


Freeze


Freeze

Supply ChainQualityFinance

GATE 5: Launch/AuditTop Priority

Projects

Definition:

©Workbench 2.0 LLC

Product approvedand ready for

Producing theinitial stocking level

Initial stocking levelinspected and Production


► Phase owner – NPD► Executes key activities – Suppliers, Planning, .Engineering, Marketing►Key participants – Engineering , .

and ready forproduction

and shipping itin the US

received intoinventory

Sales, Manufacturing

Environ-

GATE 5Market LaunchProject Learning

SustainabilityAll

ISL Releaseto Inventory

NPD/Operations

► ISL PO► Pipeline Fill POs

Initiate ISLProduction

Planning

► Procure Materials►Make Components► Ch k A bl

ISLProduction

NPD

►Min ISL► Initial Forecasting

ForecastISL

Marketing/Sales

Assembly

NPD/Operations

Approval: ► Check Assembly► Random Lot Testing

QAInspection

Approval: Team

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► Random Lot Testing► Inspection Report► Shipment Approval

spect oOperations

Initial stocking levelof product for samples

Training andcommercialization ofproduct into the

Customer orderE‐commerceMarketing Launch


► Phase owner – Marketing► Executes key activities – Marketing, Sales, Planning►Key participants – NPD, Customer Service

p pand shipment

product into themarketplace

Specialty Storesg

► Launch Kit► T d Sh

CustomerLaunch

Marketing/Sales

► Trade Shows► Presentation Plan► POP

ConsumerLaunch

Ship toCustomers

Planning

► Presentation► POP Finalized►

CustomerReviews

Sales

► Enter & Update

Forecasting

Sales

► Production Min►Min inventory► S f t St k Mi

InventoryBuildPlanning

► Sales Mgmt► Customer Service► S l R

Training

Marketing/Sales

► Press Releases► Social Networks►Website Release► Advertising► Press ReleasesPromotions

Marketing► ► Safety Stock Min

►► Sales Reps► Team

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► Press ReleasesPromotions► Consumer Shows

Continuous productorder fulfillment and

Auditing the projecton a consumer, customer and

Key project learningshelp direct the strategy

for managing the


Project Learning’s

► Phase owner – Marketing► Executes key activities – Marketing, . NPD, Sales, Accounting

historical datacustomer, and financial basis

for managing theproduct lifecycle

j g

ConsumerAuditMarketing

►Key participants – All Functional Departments

PostMortem

ALL

► Level of Acceptance► Praises & Complaints►Why?

CustomerAudit

Life CycleManagementP j t

KeyLearning's

PostMortemMarketing

► Documenation► Return Rate► Line Fill Performance►Why?

AuditSales

ManagementMarketing

► Timeline Actual vs Target► Budget Actual vs Target► Benefit Actual vs Target

ProjectAudit

NPD ► Project Learnings► Process Learnings► Consumer Learnings► Customer Learnings► Financial Learnings

Learning sMarketing/NPD

► Product Performance► Std Cost vs Target

FinancialAuditAccounting

► Successes & Failures►Why?

► Financial Learnings

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► Std Cost vs Target► Capital & Development Costs► IP Costs► Additional Expenses

End of Life

PHASE 1: Plan and Design

Feasibility

PHASE 2: Concept

Development

PHASE 3: Design

Refinement

PHASE 4: Pre‐ Production

End of Life

PHASE 5: ProductionCross Functional

TeamMarketing

Class 1

Class 2

Class 3

MarketingProduct DevelopmentR&DPackagingCreativeOperationsPurchasingSourcing


Approach


Freeze


Freeze


Freeze

SourcingSupply ChainQualityFinance

GATE 5: Launch/AuditTop Priority

Projects

Definition:

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