Giving birth to a new product idea, developing it, designing it and launching it can envelope a dizzying and daunting array of steps. The amount of time you invest in each step relies on which one you give more preference to – rapidly manufacturing the product or taking your time ensuring top quality. However, it is also a truism that in a majority of cases, you may have to pick either. And this compromise can either make or break your product launch.
The complication for a majority of businesses and organizations, especially startups or early-stage enterprises, is the fact that they are obsessed with rapidly enhancing and optimizing production – generally at the cost of quality. They end up making many sequences productive and swiftly moving forward while there is absolutely no need for it. And in some cases, many manufacturers seriously compromise on quality control processes.
Cutting corners to save money is not a smart way to launch a product. In fact, it is counterproductive and may even cost more money, time and effort to fix. It is vital to understand that developing and launching a new product is a systematic process which needs to be streamlined.
One of the biggest reasons behind new product launch failures is wasting time. But if you are “wasting” time ensuring everything is in place in terms of quality, functionality and practicality – then it is not really a waste. Let’s look at three of the most common product development shortcuts businesses incorporate that often have the potential to destroy a product launch.
1. Poor Collaboration Between Manufacturing and Design Teams
As per Serenity Gibbons, who is a former WJS assistant editor, the design and manufacturing unit should run side by side. Instead, what happens is they are divided into separate segments of product development. This primarily happens to save more time and rush everything. But what really happens is important processes can easily be left out in the effort to save time within an already tight schedule. For example, design iteration could be eliminated, and the product could directly reach the manufacturing process.
The best way to counter this complication and lack of collaboration is to run both teams in parallel to one another so that they can be more open and direct when they communicate. This will grossly eliminate any chances of miscommunication or setbacks.
2. Shortening the Life of Development of the Product
As per Phil La Duke, author of “I Know MY Shoes”, even if you are lucky and do not have many complications and setbacks to fix, making a new product with streamlined precision and quality takes a heck lot of a time. That is why most businesses decide to cut right through the middle. That could happen for any number of reasons. For example, you have to meet the launch date no matter what, or you want to quickly give life to your idea so that your competitor doesn’t. No matter your reason for cutting corners, is it is important to understand that shortening the life of your product development may come back to bite you, leaving a grave wound.
The Google Wallet is a classic example of hasty decision-making; the product was a flop from the beginning because the company did not take the time to discuss the implications of the application’s functionality. The vendors did not know how to express their enthusiasm; they were not ready for this.
3. Using Subpar Quality Materials to Save Money
According to Dignari.com CTO Jeff D Stephens, one of the biggest temptations when it comes to launching a new product is trying to save money by using skimped materials to design the product. Understand that while the product may function, there will always be a mighty chance it will not be of the quality promised to the customers. Getting bad reviews from customers saying you have not manufactured a product as you claimed can mean saying good-bye to your reputation. Resist the urge to compromise on the quality of materials. You can often find affordable alternatives that let you maintain quality; you just need to look.
All in all, have a spring in your step when it comes to introducing a new product or service. And never be overwhelmed by the temptation of taking such shortcuts; they will most certainly end up doing more harm than good.
Fatima Mansoor is a writer at Aepiphanni, a Business Consultancy that provides Management Consulting, Managed, and Implementation Services to business leaders and entrepreneurs seeking to improve or expand operations. She specializes in business & entrepreneurship, digital marketing, and health & fitness. Her focus is on creating compelling web content for small and medium businesses form diverse industries. She mostly writes for entrepreneurs and marketing agencies across the US, Australia and UK.
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