8.1.2—Product development

Product development involves generating, testing and refining an offer before and after launch. It connects customer need, technical feasibility, cost, risk and the marketing mix.

Testing can reveal usability or demand problems before full commitment, while iterative development can improve fit but delay revenue and consume resources.

A meal-kit firm can prototype packaging, test preparation time with target users and revise the product before scaling production.

A new feature is not innovation unless it creates useful value and can be delivered reliably.