The purpose of Phase 1 - Concept Generation is to define the marketing requirements of a new product, which may include user and regulatory requirements, the new product’s intended use, and business or legal requirements.  New product concepts are then developed and evaluated against the criteria of meeting the marketing requirements.


  • Gather marketing inputs

  • Develop preliminary design concepts

  • Develop preliminary process concepts

  • Intellectual property research

  • Rough estimate of tooling and assembly costs

  • Evaluate alternative design concepts

  • Customer concept selection

  • Conduct Design Review(s)

  • Phase Review


  • Marketing Requirements Document

  • Rough renderings of concepts generated

  • Preliminary process concepts

  • Decision matrix, including each design alternative

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