I. | Product family and brand-positioning risks |
1. | New product helps to achieve business strategy, |
2. | Project is important for project portfolio, |
3. | New product contributes to brand name position, |
4. | Project includes global rollout potential and schedule, |
5. | New product fits within existing brand. |
6. | New product fits with brand image. |
7. | New product enhances the potential of product family development. |
8. | New product provides opportunities for platform deployment. |
9. | New product supports company reputation. |
10. | New product has brand recovery potential. |
11. | New product has brand development potential. |
12. | New product's platform will be accepted by consumers. |
II. | Product technology risks |
1. | New product's intended functions are known and specified. |
2. | New product fulfills intended functions. |
3. | In-use conditions are known and specified. |
4. | Interactions of product in use with sustaining materials, tools, and so on are understood. |
5. | Components' properties, function, and behavior are known. |
6. | Correct balance between product components is established. |
7. | Assembled product meets safety and technical requirements. |
8. | Alternatives to realize intended product functions are available. |
9. | New product shows parity in performance compared to other products. |
10. | New product shows stability while in storage (in factory, shop or warehouse, and transportation, and at home). |
11. | New product format meets functional requirements. |
III. | Manufacturing technology risks |
1. | Raw materials are available that meet technical requirements. |
2. | Process steps to realize the new product are known and specified. |
3. | Conditions (temperature, energy, safety, etc.) to guarantee processing of good product quality are known and specified. |
4. | Production means (equipment and tools) necessary to guarantee good product quality are available. |
5. | Scale = up potential is possible according to production yield standards. |
6. | Production system requirements (quality and safety standards, training of human resources, facilities, etc.) will be met. |
7. | Product-packaging implications are known and specified. |
8. | Manufacturing efficiency standards will be met. |
9. | Alternative approaches to process the intended product will be available. |
10. | Adequate production capacity is available. |
11. | Adequate production start-up is assured. |
12. | The reusability of rejects in production is foreseen. |
IV. | Intellectual property risks |
1. | Original know-how will be protected. |
2. | Required external licenses or know-how is known and available. |
3. | Relation to legal and patent rights of competitors is known and arranged. |
4. | Relevant patent issues are understood. |
5. | Patent-crossing potential is known and arranged. |
6. | Trademark registration potential is known and arranged. |
V. | Competitor risks |
1. | Product will provide clear competitive advantages. |
2. | Introduction of new product will change existing market share positions. |
3. | Introduction of the new product will have an impact on market prices. |
4. | New product will be launched before competitors launch a comparable product. |
5. | Response actions toward public and media expected from competitors will be anticipated. |
6. | New product enables the creation of potential barriers for competitors. |
7. | Implications of being technology leader or follower for this project have been identified. |
8. | Competitor's actions will be monitored and followed with adequate response. |
9. | Competitor's challenges will be monitored adequately. |
VI. | Supply chain and sourcing risks |
1. | Suppliers will meet required quality. |
2. | Capacity available to meet peak demands. |
3. | Appropriate after-sales services are available. |
4. | Contingency options are available for each of the selected suppliers. |
5. | Financial position of each supplier is sound. |
6. | Past experiences with each of the suppliers are positive. |
7. | Suppliers are ready to accept modifications if required. |
8. | Supply contracts can be canceled. |
9. | Each supplier will be reliable in delivering according to requirements. |
10. | Required quantities will be produced for acceptable prices. |
11. | Appropriate contract arrangements with suppliers will be settled. |
VII. | Consumer acceptance risks |
1. | Product specifications meet consumer standards and demands. |
2. | New product fits consumer habits and/or user conditions. |
3. | New product offers unique features or attributes to the consumer. |
4. | Consumers will be convinced that they get value for money, compared to competitive products. |
5. | New product appeals to generally accepted values (e.g., health, safety, nature, and environment). |
6. | New product offers additional enjoyment, compared to competitive products. |
7. | New product will reduce consumer costs, compared to competitive products. |
8. | Non-intended product use by consumers is adequately anticipated. |
9. | Target consumers' attitudes will remain stable during the development period. |
10. | New product will be communicated successfully with target consumers. |
11. | New product will provide easy-in-use advantages, compared to competitive products. |
12. | Primary consumer requirements are known. |
13. | Target consumers will accept the new product's key product ingredients. |
14. | Niche marketing capabilities are available if required. |
15. | Communication about new product is based on realistic product claim. |
16. | Advertising will be effective. |
17. | Product claims will stimulate target consumers to buy. |
18. | New product has repeat sales potential. |
VIII. | Trade customer risks |
1. | Product specifications will meet trade customer standards and demands. |
2. | Trade customers will welcome the new product from the perspective of potential sales. |
3. | Trade customers will welcome the new product from the perspective of profit margin. |
4. | Trade customers will welcome the new product given required surface and volume on shelf and storage facilities. |
5. | Trade customers' attitudes will remain stable during the development period. |
6. | New product will be communicated successfully to trade customers. |
7. | Right distribution channels will be used. |
8. | Trade will give new product proper care. |
9. | Trade-supporting persons will endorse the new product. |
IX. | Commercial viability risks |
1. | The market target is clearly defined and agreed. |
2. | Market targets are selected based on convincing research data. |
3. | Capital cost projection for new product is feasible. |
4. | Delays in product launch will leave the commercial viability of the new product untouched. |
5. | Sales projections for new product are realistic. |
6. | Estimated profit margins are based on convincing research data. |
7. | Profit margin will meet the company's standards. |
8. | The estimated return on investment will meet the company's standards. |
9. | Volume estimates are based on clear and reliable estimates. |
10. | Product viability will be supported by repeat sales. |
11. | Suppliers will get attractive purchasing agreements. |
12. | Knowledge of pricing sensitivity is available. |
13. | Adequate investments to secure safety in production will be made. |
14. | Long-term market potential is to be expected. |
15. | Financing of capital investment is secured. |
16. | Fallback to prior product concept is feasible. |
IX. | Commercial viability risks |
1. | The market target is clearly defined and agreed. |
2. | Market targets are selected based on convincing research data. |
3. | Capital cost projection for the new product is feasible. |
4. | Delays in product launch will leave the commercial viability of the new product untouched. |
5. | Sales projections for new product are realistic. |
6. | Estimated profit margins are based on convincing research data. |
7. | Profit margins will meet the company's standards. |
8. | The estimated return on investment will meet the company's standards. |
9. | Volume estimates are based on clear and reliable estimates. |
10. | Product viability will be supported by repeat sales. |
11. | Suppliesr will get attractive purchasing agreements. |
12. | Knowledge of pricing sensitivity is available. |
13. | Adequate investments to secure safety in production will be made. |
14. | Long-term market potential is to be expected. |
15. | Financing of capital investment is secured. |
16. | Fallback to prior product concept is feasible. |
17. | New product is commercially viable in case of market restrictions. |
X. | Organizational and project management risks |
1. | Internal political climate is in favor of this project. |
2. | Top management actively supports the project. |
3. | Project goals and objectives are feasible. |
4. | Project team is sufficiently authorized and qualified for the project. |
5. | Project team will effectively utilize the knowledge and experience of (internal) experts. |
6. | Roles, tasks, and responsibilities of all team members are defined and appropriate. |
7. | Decision-making process in the project is effective. |
8. | Communication between members in the project team is effective. |
9. | Required money, time, and (human) resources estimations are reliable and feasible. |
10. | Required money, time, and (human) resources will be available when required. |
11. | External development partners will deliver in time, and conform to budget and technical specifications. |
12. | Sound alternatives are available to external development partners. |
13. | Collaboration within the project team is effective. |
14. | Project will effectively be organized and managed. |
15. | Collaboration with external parties is effective. |
16. | Collaboration between project team and the parent organization is effective. |
17. | Project team is highly motivated and committed. |
18. | Project team is paying attention to the right issues. |
19. | Project has effective planning and contingency planning. |
20. | Project team is learning from past experiences. |
XI. | Public acceptance risks |
1. | It is clearly understood who is responsible for the public relations of the project. |
2. | The key opinion formers for the new product are known. |
3. | Support of key opinion formers will be assured. |
4. | Legal and political restrictions will be adequately anticipated. |
5. | Environmental issues will be adequately anticipated. |
6. | Safety issues will be adequately anticipated. |
7. | Possible negative external reactions will be effectively anticipated. |
8. | In case of new technology, prior (external) experience will be consulted. |
XII. | Screening and appraisal |
1. | New product performance targets will be tested and measured adequately. |
2. | Trade customer appreciation will be tested and measured adequately. |
3. | Consumer appreciation will be tested and measured adequately. |
4. | Adverse properties as a consequence of the technological change will be tested and measured adequately. |
5. | Credibility of the (internal) measures to external agencies is warranted. |
6. | Tests will provide reliable evidence. |
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