Een nieuw product op de markt zetten, ook wel productinnovatie genoemd, is een hele opgave en gaat vaak niet zonder slag of stoot. Tijdens het gehele traject moet je aan denken aan tal van dingen. Het idee achter productontwikkeling is dat het ‘marketingtraject’ al begint op het moment dat je een nieuw product ontwerpt en ontwikkelt. De testgroep bepaalt in dit traject voor een groot gedeelte de mate waarin je product een succes wordt. De basis van marketing is namelijk het zorgen dat je een product op de markt zet dat in een bepaalde behoefte voorziet. Via deze blog vertel ik je hoe je dit door middel van productontwikkeling en concept design het beste aan kunt pakken.
Het concept
Nadat je een testgroep hebt bepaalt en voldoende test personen hebt gevonden, begin je met het concept design. Dit concept design wordt de blauwdruk van je product en geeft het startschot voor dit hele proces. Hierdoor is het waanzinnig belangrijk dat je de doelgroep betrekt in deze fase. Luister naar welke eisen ze stellen aan een product en implementeer deze met de hoogste prioriteit in je nieuwe product.
Productontwikkeling
In deze fase bouw je het prototype. Hierbij is het belangrijk dat je werkt door middel van korte sprints. Bij elke kleine aanpassing is het van belang om deze te spiegel aan je testgroep. De mening van de testgroep is leidend, omdat zij uiteindelijk de mensen zijn die het moeten gaan gebruiken. Wanneer je niet elke kleine aanpassing test bij je doelgroep, kan dit ervoor zorgen dat je uiteindelijk ergens een verkeerde keuze maakt en het gehele prototype opnieuw moet bouwen.
Marketing
Deze stap is een eitje. Dit komt doordat je steeds naar je doelgroep hebt geluisterd en weet waarom zij geïnteresseerd zouden kunnen zijn in een dergelijk product dat je aanbiedt. Neem ook alle feedback van de testgroep mee in de productontwikkeling. Gebruik deze feedback vervolgens in je advertenties en je weet zeker dat je product een daverend succes wordt.
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