Steve Kaye New Products Inc
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Warp Speed
Our Book "Warp Speed Development™" outlines our philosophy, process and approach to all the key areas of New Product Development, branding and restaging...with suggestions on how to avoid the reasons
"Why New Products Fail."

We recommend it to everyone involved in the New Product Development Process. Contact us for a copy.


Did You Know?
Despite sophisticated processes and systems, over 90% of new products and services fail in the marketplace.

Be sure you are in the 10% that SUCCEED, by using
Steve Kaye New Products Inc.

arrow Why New Products Fail
Benefits/Positioning
  1. No compelling consumer benefit.
  2. Benefit not supported or communicated well.
  3. Positioning is not optimized.
  4. Poor product quality.
  5. Product doesn't taste good (food).
  6. Bad packaging (Name, Story, Shelf Impact).
  7. Poor/wrong shelf location.
  8. Lack of distribution.
  9. Pricing too high.
  10. Lack of competitive insulation.
Organization
  1. Changing horses in mid stream.
  2. Developing products in-house vs. outsourcing.
  3. Development by committees and "teams".
  4. Inexperienced people running the project.
  5. Lack of management support.
  6. No Champion - No Passion.
  7. Misunderstanding the consumer (bad research).
  8. New product consultant provides wrong answer.
  9. Incorrect use of the Ad Agency.
  10. Incorrect use of Market Research.
  11. Incorrect use of R&D.
Testing/Marketing.
  1. Test program not translated to expansion.
  2. Neglect/low priority by sales force.
  3. Hesitation ... Ready, Aim, Don't Fire.
  4. Recklessness ... Ready, Fire, Aim.
  5. Product doesn't translate to other countries.
  6. Competition is bigger, smarter, tougher.
  7. Too slow to market.

Steve Kaye New Products Inc.    Phone: 203-227-7633    Steve@SteveKayeNewProducts.com    ©2005