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New Product Proposal Outline
J. Scott Armstrong, Nov. 22, 2004

Recommendations

• Recommended strategy
• Alternative strategies
• Benefits for investor (NPV, risk)
• What you need from the investor and when
• How will the funds be used?

Objectives

• Who benefits from the project and how (stakeholder analysis)

Product

• Design (concept/drawing/scale model/prototype)
• Features of the product
• Core benefit proposition (what it provides vs. alternative products)
• Name of the product

Marketing plan (examine alternatives)

• Price
• Place
• Promotion

Support for the Proposal

• Target market research
• Product testing
• Marketing mix

Threats (liability/ competition/ opposition from special int. groups)

Implementation

• Timeline (what’s been done and what remains; deliverables)
• Contingency plan
• Your capabilities to do the job

Gaining agreement

• Benefits for investor (ROI, risk, other). Phased introduction?
• What you now need from the investor?
• [In oral version, summarize questions and ask for action]

Comments or questions
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Certifying Authority: The Wharton School Marketing Department