NPD Rough Draft
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Students will select a new or soon-to-be-released product/service of their choosing and develop a report
using the sections below. The report will provide a full overview on how the product/service should be
developed and commercialized. Students will turn in a rough draft part way through the semester for
feedback, which will not be graded (due by Sunday at midnight week 6). This rough draft should be
approximately 6-10 pages long and should touch upon topics 1-7 (see below). Based on feedback from
the rough draft, students will turn in a full report at the end of the semester to be graded. The
full report should be approximately 12-18 pages (due by Sunday at midnight week 9).
1. Description of the new product or service
2. Outline of the industry, company, and target market
3. Product Innovation Charter (PIC)
4. SWOT analysis
5. Perceptual map, include competitors
6. Concept testing and product use testing: alpha, beta, and/or gamma – not required for rough
draft
7. Entry strategy and market testing – not required for rough draft
8. Concluding remarks – not required for rough draft
9. References
NOTE: Rough draft will not be graded. It is only used so that students may get feedback.
