Concept Screening

What is Concept Screening?
Concept Screening is the second step in the product development process, where new product ideas are evaluated against predefined criteria to determine their feasibility and potential success. The goal is to filter out ideas that do not meet the company’s strategic objectives or pose significant risks, ensuring that only the most promising concepts move forward to the development phase.

When is Concept Screening used?
Concept Screening is used after the initial idea generation phase and before significant resources are committed to product development. It is crucial in prioritizing ideas, particularly when a company has multiple new product proposals. This stage ensures that only concepts with a high likelihood of success, based on strategic fit, market potential, and feasibility, proceed to further development.

Pros of Concept Screening:

• Efficient Resource Allocation: Concept Screening helps in allocating resources to the most promising ideas, preventing the wastage of time and money on less viable concepts.
• Risk Mitigation: By identifying potential risks early, Concept Screening allows companies to address or eliminate them before significant investments are made.
• Strategic Alignment: Ensures that new product ideas align with the company’s overall strategy, market needs, and core competencies.

Cons of Concept Screening:

• Potential for Overlooking Innovation: Strict screening criteria may lead to the rejection of unconventional or innovative ideas that do not fit traditional models but could be successful in the market.
• Subjectivity: The screening process can be subjective, depending on the criteria and the individuals involved in the evaluation, which might result in promising ideas being dismissed.

How is Concept Screening useful for product managers?
For product managers, Concept Screening is a vital tool to manage the product development pipeline effectively. It allows them to focus on ideas that are most likely to succeed, aligning product development efforts with business goals. By involving cross-functional teams in the screening process, product managers can also ensure that all aspects of the product’s feasibility, including technical, market, and financial considerations, are thoroughly evaluated.

When should Concept Screening not be used?
Concept Screening should not be overly rigid or bureaucratic, as it might stifle creativity and discourage the exploration of innovative ideas. It is also not advisable when a company is seeking to disrupt the market with a breakthrough product, where traditional screening criteria may not apply. In such cases, a more flexible and exploratory approach may be more appropriate.

Additional Considerations for Product Managers:

• Develop Clear Criteria: Product managers should work with cross-functional teams to establish clear and relevant screening criteria that align with the company’s strategic objectives.
• Regular Review: The criteria used for Concept Screening should be reviewed and updated regularly to reflect changes in market conditions, technology, and company strategy.
• Balanced Approach: A balanced approach should be taken to avoid being too conservative in filtering out ideas, allowing room for potential innovations that may initially seem risky.