看标题就懂了，这节就是把Phase 1的剩下几步走完（lecture 12：“这安排我熟啊”）
目录
2. Describe the steps activities that take place in the Concept Development phase
Project Planning（Downstream Development）
产出：Business Plan（Contract Book）
Benchmarking Competitive Products 标杆分析法
Question
1. What is a product concept?
A product's
description
of the form, function and features.
详述产品的样式（软件、硬件、虚拟产品...），功能，特点...
2. Describe the steps activities that take place in the Concept Development phase
对比上一个“Phase”，这一个的步子就有点多了，一共7个
Identify Customer Needs
Establish Target Specs
Provide a precise description of what a product has to do . （Specification）Translate：customer needs ——> technical termsOutput：A list of target specifications；Each specification consists of a metric（度量值） , and marginal and ideal values（边际值和理想值） for that metric；
Generate Product Concept
Explore the space of product concepts that may address the customer needs .Includes a mix of：external search；（外界调查creative problem solving within the team；systematic exploration of the various solution fragments the team generates；Result：a set of 10-20 concepts – each is typically represented by a sketch（草稿） and a brief descriptive text .
Select Product Concept
Various product concepts are
analysed
and sequentially
eliminated
to identify the most
promising concept(s)（把之前的Concepts来一次淘汰筛选
Usually requires several
iterations
of the screening process.
5 stages：（这分步已经成套娃了...
1）Initial screen（初始筛选First formal evaluation of the idea；评判标准：
......
2）Customer screen 客户筛选An informal discussion with customers to explain the concept；A difficult stage：especially to non-technical or end-users ；
3）Technical Screen 技术筛选，就是预估产品功能
分两种：
Informal technical discussions with experts ；Extensive analysis by a 3rd party ，i.e. an independent consultant to give a non-biased view that would consider the external environment and state of the art.
4）Final Screen 终筛
Involves the use of screening models and computer assessment programs.包括更多的筛选模型和电脑仿真Give weightings，scoring. 分配权重，评分
5）Business Analysis 商业分析
包括：
preliminary marketing plans；早期营销计划technical plans；技术规划financial reviews and projected budgets；财务审查，预算合计New problems are identified to avoid unnecessary investment .
Concept Testing
To verify that the
customer needs
have been met；
确认客户的需求都得到了解决
Assess the
market potential
of the product，and any
shortcomings
that need further
development；
评估该产品的市场潜力，和需要进一步开发的短板
If customer response is
poor
, then the project may be
terminated
；
若项目反馈不佳，则可能终止
7 steps：
1. Define the purpose of the concept test；2. Choose a survey population；3. Choose a survey format ；4. Communicate the concept；5. Measure customer response ；6. Interpret the results；7. Reflect on the results and process；
Setting Final Specs
After selecting and testing，revisit the target specifications.
Project Planning（Downstream Development）
Creates a detailed development schedule；制订出更详细的开发计划
Devises a strategy to minimise development time and identifies the resources required to complete the project；制定一个策略，以尽量减少开发时间、记载完成项目所需的资源
产出：Business Plan（Contract Book）
包括：
Mission statementCustomer needsDetails of the selected conceptThe product specificationsThe economic analysis of the productThe development scheduleThe project staffing（人员配备）The budget
Benchmarking Competitive Products 标杆分析法
Understand the competitors；
A rich source of
ideas：
for the product and production process design
Model & Prototype
Every stage of
development
process involves various forms of models and prototypes.
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