Our New Product Development Programme


Designed to help stakeholders and business owners make informed decisions at key stages of developing a new product. Not every idea will be a successful one; save precious resources by identifying challenges, opportunities and no-goers from an early stage.

Our approach to the complete New Product Development programme is designed to maximise commercial and business benefits:

  • Collaborative stakeholder engagement;

  • Staged review & assessment;

  • Efficiency of process & resource;

  • Risk awareness and mitigation;

  • Change management assistance (particularly for OEMs).


We customise the design and development schedule to your needs, integrating with project stakeholders, in-house staff, facilities and existing capabilities to deliver maximum benefit.


A summary below outlines some of the phases we typically deploy:


Research for Stakeholder decision making & Product Specification.

  • What other products operate in the market?

  • Can market positioning and price-point be segregated, what space should the new product occupy?

  • How can we classify competing products (price/features/user experience) and is there an opportunity for a unique offering?

  • What can we understand from the ‘voice-of-the-customer’, sales & marketing feedback, face-to-face research, online feedback & forum searches, product immersion / hands-on experience?

  • Are there any safety guidelines to mitigate risk (obligatory or optional), EU Directives, British standards, Industry or trade association guidance?

  • Is there potential for Intellectual Property to be generated or infringed by proceeding?


A key stage in capturing expectations of stakeholders, customers and the market. This stage defines what the product should be and how it should perform, delivering a Product Design Specification which sets the target for consequent design efforts. Stakeholder interaction is crucial to capture and define customer, market and capability expectations.

  • Primary functional requirements?

  • Target market requirements?

  • User Requirements?

  • Safety requirements (certification)?

  • Non-obligatory requirements (trade associate guidelines etc)?

Estimating production volumes at this stage enables us to ideate the best ‘value’ concept. Final manufacturing methods can significantly affect product aesthetic and requires differing levels of investment for tooling. 

Ideate & Conceptualise

The most exciting and innovative stage where we start to form the basis of a tangible product. It can be conducted in isolation by ourselves or, perhaps more productively, as an interactive effort with our customer:

  • Generate ideas and concepts which fulfil the Product Design Specification.

  • Tools such as Functional Analysis and TRIZ can be deployed to identify new technical solutions.

  • Technical feasibility is reviewed and may warrant further expert collaboration in fields such as engineering, electronics or materials.

  • These technical solutions can then be packaged or combined with an aesthetic enclosure which promotes safe and simple user operation.

  • Ideas are consolidated & combined into 2 or 3 final concept 'designs' ready to be presented for stakeholder review.

  • Design data is collated to assist stakeholder analysis e.g. budgetary costs, market USP’s, manufacture complexities.

  • Concept review with stakeholders can then lead to a decision on how to proceed; a particular concept, no concepts (unfeasible) or recycle and re-do based on findings.


If the chosen concept is technically novel or complex we can prove-out an idea before investing resource in full engineering and development. Our in-house rapid prototyping machine can provide a useful first-cut in some cases; we also work with specialist 3D printing bureaus, local steel fabricators and CNC machine shops as necessary.

Where a product's sales price is a critical barrier to market entry, time can be invested to value-engineer the concept by simplification, minimisation or combination. All these principles can impact on the product's form and function; analysis at this stage not only minimises risk of cost-creep but also ensures the final product reflects the chosen concept.


Stakeholder review should again lead to a decision on how to proceed; continue development or recycle and re-do based on findings.

Liaise for Manufacture

Depending on the product and your businesses internal capabilities, we would typically recommend the following actions:

  • Source and assemble a pre-production prototype, ideally from the manufacturers and suppliers you will use, or by alternative prototyping technologies where tooling is required.

  • Use your internal resource for user, market and stakeholder feedback with the prototype products.

  • Functional testing and possibly some CE testing activities may be conducted to mitigate risks before committing to tooling.

  • Stakeholder review of findings before proceeding to Investment stage.

We also have experience of:

  • Engaging with suppliers on our customers behalf’s, beneficial for tooling and inspecting first samples (UK & Far East).

  • Liaison with testing authorities for CE marking and help generating    the Technical File.

Detail & Develop

Now we have a concept which should be technically feasible, fulfils stakeholder requirements and has an agreeable budget/investment forecast, the process of developing and refining the design can take place.

  • Liaison with external experts (e.g. motion or controls, PCB & electronics).

  • Design refinement of the concept solution.

  • Manufacture methods & proprietary component specification & sourcing.

  • CAD model development (parts, sub-assemblies & GA’s).

  • Prototyping for aesthetic, fit, function testing against Product Design Specification.

  • Geometry and Tolerance review for manufacture.

  • Materials specification.

  • Manufacturing drawings.

  • General Assembly drawings.

  • 2D & 3D data for manufacture, IGES, STEP, flat patterns and DXF's.

  • Bill of Materials (custom parts, proprietary parts & suppliers, fasteners, fixings).

  • Product costing, liaising with manufacturers and suppliers.

  • Stakeholder review; proceed to investment, recycle, re-analyse.