How To Lay The Foundations For Success - Value Analysis

Common sense is needed just as much as technical expertise to make sound research and development decisions. Research and developments projects require market evaluation before expenditure is authorised. Otherwise there is a risk of inventing or developing something and then looking for a market. Questions to be answered before investing in development for a new product include:
What is the size of the present market? How is the demand being satisfied now?
If the demand is a latent one which has to be created, what are the available data to assess the potential market?
What are the performance and price of existing products?
What performance do customers want and how much are they prepared to pay?
What other product developments are taking place by existing and possible future competitors?
What rate of build-up of market share is anticipated?
Will the product sell primarily to our existing customers?
Will a separate distribution network or sales force be required?
What is the expected cash-flow payback period or discounted cash-flow rate of return calculated on the total project expenditure of research, capital investment and working cap



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