This post explains the seven phase framework in the Optimal Product Process . Download the entire Optimal Product Process 2.0 book: CLICK HERE
The Seven Phase Framework in the Optimal Product Process Covers Every Phase That Every Product Goes Through
Whether a Company/Team Realizes It or Not
Oftentimes one or more of the seven phases are ignored, shortchanged or not focused on, resulting in a less-than-optimal result for the company and its customers. In many cases Product Management and/or Product Marketing are only involved in one phase, and no one is watching the “Whole Product” concept that the customer ultimately perceives as what they are buying. By being aware of and prepared for all seven phases, a company maximizes its chances for delighting its customers and increasing its profits.
The Seven Phase Model Uses a Phase-gate Approach
With Agile Work Tied in During Plan, Develop and Qualify
This doesn’t mean that the process can’t be executed quickly and efficiently. The seven phases can be applied in a lean manner (little or no documentation, but ensuring all critical questions are answered at the appropriate time). It can also be applied in a more formal way, with thorough documentation and official signoffs.
Each of the phases in the model consist of standard tasks that must be accomplished, and then to move to the next phase a gate must be passed through. The gate is a decision based on the work in the phase as to whether the company wishes to move forward with the concept or product. By using this approach, the right information and data is gathered, analyzed and the risk of investing significant money or resources is managed appropriately.
As mentioned above, although this is a phase-gate process (also sometimes referred to as waterfall), the notion of Agile development fits in and can be used effectively. When applying Agile development methods such as Scrum, Lean, etc. the company or team simply goes through the Plan, Develop and Qualify phases much more rapidly with a smaller set of features for each sprint (and less or no documentation required). They are still, nonetheless, doing required tasks in each phase and must pass through the corresponding gate, but may be able to do so more rapidly and efficiently and/or in parallel.