The KEYMARK Process:
Begin with discussion of current business process, strategies and goals to determine status of new product efforts. Suggest a program according to the model below, complementing popular stage/gate systems used by many companies. Each service may be booked individually or as a total program.
KeySpark- The Idea Generator. An integrated, focused discussion with management team to tap ideas within organization, utilizing sources such as customers, suppliers, employees.
KeyScreen - The Great Idea Identifier. Construct criteria from basic strengths and apply to each idea for ranking. Estimate rough cost/revenues of developing top ideas.
KeySearch - Researching The Great Idea. For selected ideas, estimate market potential, starting with quick, inexpensive estimates from secondary sources and expanding to comprehensive, custom market studies as the project advances. KeySearch studies can also be used to test marketing programs, advertising, trademarks and other aspects of new and existing products.
KeyStart - Developing the Great Idea. Plan each step toward getting prototypes, market testing and commercial start-up. Outline contingencies. Develop job descriptions for project team. Assist in finding internal and external candidates for project team.
KeyTest - Testing the New Product. Develop the appropriate test market. Gather and interpret results to determine future product direction.
KeyMarket - Commercializing the New Product. Develop and implement in concert with project team a complete business plan, including sales projections, investments required, manpower resources, production planning, competitor reactions and marketing strategies.
Keymark Associates, 2281 Piedmont Forest Drive, Marietta, GA 30062. Tel: 770-579-5979; Fax: 770-579-5982.