Product or service development strategy

What does our new product or service development strategy cover?

The strategy will vary from business to business but usually includes:

  • Rationale for the new product or service
  • The hurdles that inhibit product or service development
  • Setting up a ten-stage development plan:

1. Right mind set: making sure you want to introduce something new in your accommodation
2. Private accommodation analysis: positioning yourself
3. Market analysis: getting to know your market
4. IDEA GENERATION: getting everything from your creativity
5. Product or service definition: definition of what you want to do
6. And 7: Attitude and consumer research: who will be your targets
8. EVALUATION and Test market:
9. Product or service launch
10. Growth and reinvestment

For a more detailed instruction on service product development see this presentation (in English).


   Idea Generation & Evaluation

IDEA GENERATION is a part of an integrated process which is called ideation: Ideation involves creativity and encompasses the generation, development and communication of an idea; more than often a ‘new’ idea. An idea in turn is the element and outcome at once of thought. An idea can be visual, concrete, or more or less abstract in nature.*

Here, we are providing and briefly commenting upon four idea generation tools, which can help increase the possibility of generating, or simply stated, ‘coming up’ with new ideas. Moreover, these tools nurture creativity which is inherent in idea generation, as they provide platforms for thinking about and understanding how things tick, or to a much more challenging effect, how things could work better, or simply said, differently!

The following idea generation tools are only a small part of a much more extended list of similar tools, and choosing these among others is by no means a selection of ‘the best ones’. Idea generation is a process that by nature is rather chaotic, and draws a lot from both the personality, as well as the social, economic and cultural context of the person. Moreover, ideas themselves cannot be addressed as independent entities, since they are formed along the way within interrelated streams of ideas, leading eventually to an idea complex, rather than an isolated idea.

After going through the tools demonstrated here we are prompting you to devote a few minutes in finding out which tool or tools and why it or they suit(s) best your way of thinking. In addition, this is also a perfect opportunity to further explore similar idea generation tools and how they are related to the process of ideation with respect to its three dimensions i.e. generation, development and communication of an idea.

*Jonson, B (2005). Design Ideation: the conceptual sketch in the digital age. Design Studies Vol 26 No 6 pp 613–624


   Idea generation tools

There are many idea generations tools to help you with you creative thinking. These tools help you to become creative and innovative, to push boundaries in how you and the others perceive things.

We have selected four according to their duration, logical/psychological structure or whether they are better to implement in group or individually:

• Attribute listing http://creatingminds.org/tools/attribute_listing.htm
• Absence thinking: http://creatingminds.org/tools/absense_thinking.htm
• Mind maps: http://creatingminds.org/tools/mind-mapping.htm
• SCAMPER: http://creatingminds.org/tools/scamper.htm

Here is a more comprehensive list of idea generation tools: http://creatingminds.org/tools/tools_ideation.htm


   Idea evaluation matrix

The Idea Evaluation Matrix:

What is it? It’s a screening process, a filter and a qualitative decision making tool. It is used to evaluate and prioritize your product, service or business ideas and can be used to illuminate the big issues that need to be addressed by more research and refinement.
When to use it? The best time to use something like this is when you need to decide on one idea from your list of ideas (or if you only have 2 or 3!) or when you need a starting point for developing one idea further.

How to use it?

  • Step 1: First define the criteria against which you will evaluate your idea. While the main criteria are standard there is room to create your own that are unique to your own circumstances.
  • Step 2: Develop a scoring system to evaluate each option. You can choose numbers, +/-, or happy and sad faces. It is up to you. As long as it provides a relative measure that you can use to judge the other ideas.
  • Step 3: List all your other ideas that you want to evaluate.
  • Step 4: Go through the process of scoring each idea against your criteria. While the final scores are important, it is the process that is the most telling.

By going through the process you will know:

1. Which ideas have a higher likelihood of succeeding
2. What areas need more research or refinement (i.e. homework!)

If you want to know more read the “Idea evaluation methods and techniques” from the Creative Trainer Project (LLP-LdV/TOI/2007/AT/0019).