FAST TRACK RELEASE PHASE

|Product LifeCycle Planning Framework - FastTrack Release Phase

The primary objective of this phase is to ‘launch’ the product into the pre-defined target markets in line with previously defined expectations and strategic plans. The role out of ‘product release plans’ from a multi functional point of view in conjunction with Marketing Communications activities play a major part in this phase.

The Company ‘StageGate™ / Agile / Hybrid development process’ and mandatory risk assessment elements are prerequisite / integrated part of the ‘Product Release Phase’ and is complementary to the additional activities associated with compiling the ‘Product Business Plan’.

The business plan and related process elements ensures that all functional areas of the business are represented in a timely and proactive manner. The format also enables the Product Manager to manage with a degree of authority the multi-disciplinary team by a process of functional objectives and associated strategies.

In common with all other phases a situational analysis study (a continuous review of the market environment) followed by a strategic review of business opportunities continues throughout the ‘Product Release Phase’ with any deviations (from previous expectations) recorded and appropriately reported (...in parallel with the internal development process’).

|PMM Business Planning Framework - Orientation

The ‘Fast Track’ Process, as the name suggests, is specifically designed to meet the requirements of products and services that require a Fast Track to market. The process represents a collection of key processes/tools covering the critical elements only. Entrepreneurs may find this process aligns more to their particular needs, however care must be taken if this route is chosen and will depend upon individual circumstances, as the level of risk may not have been appropriately assessed.

For Product Managers who are working in a more 'traditional' planning framework, strict entry criterion to the Fast Track process ensures that this does not become the norm for all products joining the portfolio. This is due to the additional commercial risk that may be associated with this planning route.

Note:

Once the product has been released (and moves into Active LifeCycle phase) the activity of Product Management would be to the same or very similar to the 'end to end' process as detailed above.

Product Release Phase

Process Requirements - Objectives:

• Financial Review and Management
• Operations and Logistics Management
• Sales Strategy Management - Review
• After-Sales and Product Support Strategy - Review
• After- Sales and Product Support Strategy - Review
• Marketing Communication Objectives and Strategy - Review
• Strategic Deployment and Communication

Product Release Phase

|Related Procedures

|PMM Process Orientation - Professional Support