Managing new products and services involves balancing new product strategy formation, customer needs assessment, creative concept development and marketplace execution. It is best accomplished using a disciplined strategic framework.

EquiBrand works closely with cross-functional client teams to establish new product objectives, strategies and plans. Using proprietary creative-analytic tools, we help clients develop innovative new product concepts which are then optimized in "real time" with target customers. Plans for commercialization and launch are then developed, guided by strategic, financial and operational screening.

Key issues addressed:

	What is the optimal new products strategy and what roles should new products play?
	How should the portfolio and pipeline be balanced to ensure a continuous stream of innovation?
	What unmet needs or friction points exist in the category today? How can these translate into innovation sparks to fuel new product development success?
	How should the new products be commercialized to increase the chance of market success?

Approach and anticipated results:

New product development projects often begin with a diagnostic audit to identify the strengths and improvement opportunities of the current approach. A new products strategy is then created, which clearly outlines the growth gap and expected roles of new products. A market needs assessment, including an environmental scan, helps identify potential new product platform opportunities. Concept ideation and iterative optimization follows, leading to fully developed concepts and prototypes ready for commercialization and launch.