New Product Development

TMNYU-SCPS x50.9252 Sec. 1Final Presentation11/04/07SHOWPOPR, POP IT, Showpopr graphics, logos, designs, and page headers are trademarks of Showpopr, Inc.

Introduction

• New Website and Network

• Extend the Concert Experience Beyond the Show

• Connect Fans With Artists and Discover More

• Self Expression, Community, Individuality

Background

• Incorporated 2007

• Privately Held (Seed Stage)

• Based in NYC

• Launched BamboozleTV January 2007 (partner)

• Phase 1 “Showpopr.com” under development

Our Goals (12 month)

Establish a strong, growing membership5,000 registered by May 2008

100,000 registered by January 2009

RevenueAdvertising/Sponsorship $750/day by January 2009

Services $10,000/month by January 2009

Secure financing within 12 months time

Grow from 1 to 5+ full time staff

12 Software Development Releases in 2008

The Challenge:

• Limited resources (human and $$$)

• Very fluid marketplace

• Tons of ideas (apps, features, functions, revenue)

Use the Stage-Gate process to prioritize and turn ideas

into manageable Products

1

2

5

3

4 Development

Scoping

Build Business Case

Discovery

Testing & Validation

Launch

Review

Gate 1

Gate 4

Gate 2

Gate 3

Gate 5

Stage-Gate Processfor New Product Development

STAGES

GATES

Parallel activities performed by various functional silosGather information for next decision point, or “Gate”

A “Gate” is go/stop decision point, Consists on three components…

1. Deliverables: results from previous Stage

2. Criteria: against which the project is judged parameters project must meet to go forward

3. Output: decision to go/stop/hold plan for next stage list of deliverables for next gate

Who are the evaluators?

Showpopr Board of Advisors

Four to Six membersRepresent functional areasMeet once a quarterDefine and evaluate criteriaAssist in stage/gate process

Stage1 DISCOVERY

Gather IdeasIdea BankUser FeedbackTechnology PartnersContent PartnersCommunityCompetitors

Solve problemsGenerate RevenueMeet a Market Demand

Discover / Uncover OpportunitiesGenerate Ideas

Examples…

IDEAS

Gate 1

Deliverables: Ideas from Idea Bank

Output: All Ideas checked “Yes”, even the flagged onesIdeas are now called “Projects”

The Idea Screen

Criteria: Strategic Alignment ?Project Feasibility?Market Opportunity and Attractiveness?Showpopr resources expertise?Major Risks or Complicated? (flag if yes)

Use ChecklistThis is a broad and gentle screen

SCOPING

Activities: Preliminary Market Assessment

Internet Landscape SurveySurvey CompetitorsTalk To Key UsersTalk To Key Partners

Activities: Preliminary Technical Assessment

Talk To Technology Partners about cost and feasibilityRisky and Complicated (flagged projects)

Stage2

Preliminary investigation of each project from Gate 1

Output:

Market size, potential, acceptance, broad product definition

Output:

Technical Feasibility, Rough Dev time and Cost, Dev and Legal Risk

Gate 2

Deliverables: One Sheet Assessments from Scoping (Stage 2)

Output: Projects checked “Yes” AND highest scoring

Second ScreenDoes evidence suggest product can win in the marketplace?

Criteria: Checklist from Gate 1 (repeat)

Use ChecklistUse Scoring ModelMore Rigorous Screen

Stage3 BUILD BUSINESS CASE

Output: Business CaseProduct DefinitionFunctional SpecificationProject JustificationProject Plan

Activities: Competitive AnalysisMarket AnalysisTechnical AssessmentOps AssessmentFinancial AnalysisProduct DefinitionLegal/Risk AssessmentConcept Testing

Critical Homework Stage

Conducted by project leader with input from functional resourcesTimeline: Two weeks

Gate 3

Deliverables: Business Case for Project

Output: Projects checked “Yes” AND highest scoring

Criteria: Checklist from Gate 2 (repeat)

Prioritization Criteria (scored)Strategic: project aligns with strategyProduct Advantage: unique benefits to userMarket Attractiveness: size, growth, competitionSynergies: core competenciesTechnical: complexity, uncertainty, gapRisk/Reward: profitability, ROI, payback, certainty,

Stage4 DEVELOPMENT

Activities:Detailed Design and Development Begins

Agile DevelopmentRapid PrototypingAlpha BuildsIn-House Testing

Design Operations and Production Process

Develop Marketing Plan

Project Management: On Time, On Budget

Test and Validation Plan

Gate 4

Deliverables: Functioning PrototypeMarketing PlanOps PlanTesting and Validation Plan

Output: Project checks “Yes” Go To Testing

Criteria: Checklist from Gate 3 (repeat)Prioritization Criteria from Gate 3 (review)

Stage5 TESTING & VALIDATION

Activities:In-House Product TestingTrial in Production EnvironmentUser Acceptance Field TrialTest Market (geo, demographic)Revise Business Analysis (new revenue/cost data)

Output:Product Test ResultsMarketing Test ResultsBusiness Plan

Gate 5

Deliverables: Product Test ResultsMarketing Test ResultsBusiness Plan

Output: Project checks “Yes” Go To Launch

Criteria: Checklist from Gate 4 (repeat)Prioritization Criteria from Gate 4 (review)

No Critical Errors?

Stage6 LAUNCH

Activities:Implement Full Technology DeploymentImplement Full Marketing PlanImplement Full Ops Plan Develop Post Launch Review Process

Output:Post Launch Review Plan

Stage7 POST LAUNCH REVIEW

Activities:Review Product PerformanceCompare to ProjectionsAssess Strengths and Weaknesses(What Was Learned, What Can Be Done Better?)

Output:Product Review Assessment

SHOWPOPR, POP IT, Showpopr graphics, logos, designs, and page headers are trademarks of Showpopr, Inc.