“Winning Products demand objective and complete answers to tough questions.”

• Test the value-proposition.
  Does it “fit” targeted audiences and address their pains? Does it map to core technological and marketing competencies? Is it aligned with the mission and stated goals of the company?
  
  
• Comprehend the competitive landscape.
  From both technology and market perspectives, is the product differentiated from other alternatives? Why is or why isn’t the offering winning against those competitors?
  
  
• Identify technical, market, and business obstacles.
  Does the team have the technology and skills in-house to design, manufacture, and market the product while meeting margin and unit volume goals?
  
  
• Reflect the customer’s perspective.
  Does the offering address both explicit and latent needs of the customer? If so, how are those needs linked to product features and benefits?
  
  
• Understand the sales equation.
  Are reps trained and equipped with the tools they need to close business? Are productivity levels meeting expectations? Where is lost business going? How could the field be better supported?

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