This model is based on Cooper’s StageGate model. Cooper’s model was targeted at new product development (NPD) projects in large companies. Entrepreneurship projects at primarily undergraduate institutions (PUIs) differ from Cooper’s target environment in several ways:
- All stages are scaled down to match student capabilities and timeframe.
- “Process miniature” - students should see the entire process scaled down.
- Iteration is important to give students opportunities to learn from their mistakes.
- Student projects often start with less background and context than industry projects, where there is company history, product lines, expertise, etc.
- Programs may not have time or facilities for implementation, so that product development stops with design (or even earlier).
- Often, our goal is a detailed business plan that could be funded, while Cooper’s goal is product launch. Thus, we modified Cooper’s model in the following ways:
- split stage 3 into 3a and 3b
Stage Gate Mappings shows connections between this model and models from other sources, including books, programs, and courses. Stage Gate Matrix shows connections between this model and the Body Of Knowledge.
1. Exploration Stage
- This stage addresses the question: “How do we generate concepts for products or services?” To do this, we:
- Generate a large number of potential concepts for new products and/or services.
- Objectively evaluate the ideas to decide which to pursue.
Exploration Gate
2. Elaboration Stage
- This stage addresses the question: “How do we decide which concepts to pursue?” To do this, we:
- Define & quantify target market.
- Develop preliminary descriptions, requirements, sketches, & mockups.
- Solicit feedback from target market.
Elaboration Gate
3. Venture Proposal Stage
- This stage addresses the question: “How do we convince others that a concept has merit?” To do this, we develop a venture proposal (a preliminary business plan) with:
- Project scope.
- Financials.
- Implementation plan.
Venture Proposal Gate
4. Definition And Design Stage
- This stage answers the question: “How do we make the concept work?” To do this, we develop:
- Detailed definition of functionality.
- Architecture for implementation & production.
- Styling for product & packaging.
Definition And Design Gate
5. Development Stage
- This stage answers the question: “How do we create a useful example?”
Development Gate
6. Validation Stage
- This stage answers the question: “How do we find out if the concept works?”
Validation Gate
7. Business Plan Stage
- This stage answers the question: “How do we take the concept forward?”