Complete a first draft and then go back to edit, evaluate, and make changes as needed.


The Course Project requires you to practice the development of a new product/service. You will have to generate your idea for an innovative, new product/service. Ideas come from many sources – your imagination, recognizing a void in the marketplace, changes in environmental factors (political, economic, social, technical), friends, relatives, and so on. Once you have the idea, you need to focus on the necessary condition to turn an idea into a developed customer product/service. To that end, you will need to focus on competitors for your innovation and how you will position it versus them. Market-research techniques that fit your innovation should be described, and you may find information in chapter 6 of the text useful . Finally, you will determine the best product-development process and launch strategy for your innovation.


  • Your typed paper (using Microsoft Word) should be no more than 12 pages in length (not including the cover page, table of contents, and reference pages), double spaced, using Times Roman 11-point font, and one-inch margins.
  • SPA citation format
  • Paper should go through a complete spelling and grammar check in Word.
  • Minimum of six scholarly references cited in the paper
  • The Derry Plagiarism Policy applies to this project. Your instructor may submit your paper to Turning to ensure compliance.
  • You should review the SPA tutorial referenced in the course syllabus.


  1. Cover page
  2. Table of Contents
  3. Executive Summary (this should be the last section written)
  4. Complete product/service description, including the type of innovation represented, and the source for the idea
  5. Product/service offering and a description of benefits that customers will both recognize and realize
  6. Competitive analysis
  7. Market-research steps necessary to test the concept
  8. Safety or health concerns with the use of your innovations, if any
  9. Development strategy
  10. Launch strategy, including any considerations of using strategic alliances to get to market
  11. References


Week 1 – Product/Service Idea (graded-see grading rubric).

Week 4 – Submit report sections 4-6 (graded-see grading rubric).

Week 7 – Final Course Project (graded-see grading rubric).

Grading Rubrics

Category Points % Description
Week 1: Product/Service Idea 28 12% Points awarded for description of the innovation and a demonstration that the product or service is a core innovation opportunity, adjacent innovation opportunity, or transformation innovation opportunity.
Week 4: Report of Sections 4-6 of Project 87 38% Complete product/service description, including the type of innovation represented and the source for the idea.

Product/service offering and a description of benefits that customers will recognize and realize. In short, how does the proposed innovation create value. The material in this assignment covers sections 4-6 listed in the outline, above.

Competitive Analysis

Sixty-seven points for completeness, including identification of specific competitor products or services and specific customer benefits.

Twenty points for correct format (see requirements in assignment description above) and a completed spelling and grammar check.

Week 7: Final Course Project 140 50% One-hundred points for completeness according to the outline above.

In addition, the paper should include specific recommendations for testing and market research, the launch strategy, and considerations of external economic or social conditions.

Fifteen points for correct format, spelling, and grammar.

Total 255 100% A quality paper will meet or exceed all of the above requirements.

Best Practices

The following are the best practices in preparing this paper.

  • Apply a three-step process of writing: plan, write, and complete.
  • Prepare an outline of your research paper before writing the paper.
  • Complete a first draft and then go back to edit, evaluate, and make changes as needed.
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