1. New Product and Services Development
CMNY
New Product and Services Development
Stage Gate Process
Keltse Bilbao 2006

2. Mission
CMNY
Become the first communication agency in the local market for Spanish and Latin American companies

3. Objectives
CMNY
To represent different Spanish Governments in NY as Andalucia and Navarra
Foment the promotion of the entrepreneurial relationship between Spain and United States offering business opportunities to exporting companies
Incentive the investment and commerce between both countries
Gain opportunities with Spanish companies from this relationship to offer them marketing strategies

4. Communication agency with a personalized service
Vision
CMNY
Communication agency with a personalized service
Unique plan for each company
Service
Accessible
Results oriented

5. CMNY SWOT analysis STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
Global marketing campaigns
Personalized services to clients
Great relation with Spanish companies and
potential customers
Actual clients: MIT companies, technology
companies, Extenda and Navarra
Tend of Spanish companies to work with
Spanish agencies: Same culture and language
WEAKNESSES
We have no history in NY market
We do not have clients yet
We do not have a established brand in
This market
Limited working team
Dependence in out sources
Limited on the execution in campaigns
outside NY
OPPORTUNITIES
There are no Spanish agencies in NY local market
Excellent relationship with governments
The competition tend to be multinational agencies looking for a big budget and ad campaign
Spanish economic situation
Law regularizations for Spanish products
THREATS
Complex and competitive market
US Hispanic agencies
If they related us with Extenda we can lose
opportunities
Spanish agencies tend to work directly with
importers and distributors
Latin American political situation
American law makes difficult some products
exportation, specially agro industry

6. CMNY Working Model Working with same structure
Spanish
Governments
Government Representations SA
“Bridge” company to invoice a fee monthly to different Spanish Governments.
No costs, no structure
CMNY
Communication agency
Offering strategies and
Promotion for Spanish
products exported to
the US market
Invoice to Gov Rep SA
Working with same structure
Straight access to exporting companies and potential clients
Bigger opportunities with other clients (no relating us with a
chamber of commerce
Direct control on the working team.
Lower costs

7. CMNY Services General business information Consulting
Communication strategies
Advertising
Interactive marketing
Events and promotions
Branding
Public relations
Direct marketing
General business information
Spanish and Latin American companies list
Importers, distributors list
Legal, economic and financial information
Commerce Services
Market studies
Statistic information
Borders information
Business agendas for Spanish companies
Consulting in promotional marketing
Corporative events

8. CMNY Funnel Process 1. First contact with different associations
List of Spanish and Latin companies in NY
3. Search their situation. Do they invest in communication
And marketing in other countries?
5. Level of dependence from their country. Do they need the origin country’s approval?
7. Presentation of the company and services
8. Get the briefing
9. Present the strategy
6. Do they have presence in different US states?
4. Do the companies have budget to invest in marketing or are they looking for general market information?
2. Classify the companies in different categories
Consumer goods, technology, tourism, agro industry and services

9. CMNY Stage -Gate process Starting point: Idea generation
Gates: Go/ Kill point. Obstacles to get through the next stage
Reduces the number of ideas from the beginning
Stages: Processes for the new product and service development
Stage 1: Scoping Go kill point to
Stage 2: Development Go kill point to
Stage 3: Business case Go kill point to
Stage 4: Testing Go kill point to
Stage 5: Launch Go kill point to

10. CMNY Stage -Gate process STAGE 3 GATE 4 GATE 1 LAUNCH GATE 3 REVIEW
DISCOVERY:
Idea Generation
STAGE 3
Development
GATE 4
GATE 1
GATE 3
LAUNCH
REVIEW
STAGE 4
Testing
STAGE 1:
Scoping
LAUNCH
STAGE 2
Business Case
GATE 5
GATE 2

11. Idea Generation CMNY Capture the ideas from the Idea bank
Team players from different departments
Potential Clients feedback
Spanish companies opinion
Competitors
Partners
Trends and market research
Brainstorming
Chamber of commerce experience

12. CMNY Gate 1: Idea Screen Go/kill point of ideas
Realistic and achievable?
Key customers
Strategic alignment
Product advantage: Does the project offer new or different benefits?
Market attractiveness: Is the market size, and opportunities attractive?
Technical feasibility
Competence: Are they building something similar?

13. CMNY Gate 1 Realistic and achievable? Can I compete in NY market?
Can I achieve my target?
Do Spanish companies invest in communication?
Can I work with out sources?
Market attractiveness: Is the market size, and opportunities attractive?
Do I have a big competitor in the market?
Does my product offer something different?
Do I have legal difficulties to open a brunch?
International company
Different taxes

14. Stage 1: Scoping
CMNY
1. Preliminary market assessment: Focus groups, libraries and internet search
Market size and potential:
List of Spanish companies and Latin American companies in NY and local small companies
Market segmentation
Customer behavior.
Investment of Spanish companies coming to US
Analyzing competence
Communication agencies for Latin products introducing to US
What makes us different
Cultural issues: As a Spanish company we have same culture, language

15. 2. Preliminary technical and financial assessment
Stage 1: Scope
CMNY
2. Preliminary technical and financial assessment
Technical feasibility
Cost and time estimation
3. Product description: characteristics.
4. Internal analysis
Organization: Working team and shareholders
5. Demographic, economic and social trends
Economic situation of Spain and Latin America
International commerce
Political situation and relationship with US government

16. CMNY Gate 2 Go/kill point: Reevaluation of Stage 1
Do we have other chambers support?
Are we still winners in the marketplace?
Does the project meet the objectives?
Can we achieve the project in time?
Do we have the necessary sources and budget?
Can we get enough knowledge about the market?
Can we support a exporting company outside NY?
Aligned with the positioning?

17. CMNY Stage 2: Business case Product concept Positioning strategy:
1. Detailed product analysis:
Product concept
Marketing strategy for Spanish companies entering the US
Positioning strategy:
Different governments representation to achieve our customers
SWOT analysis
2. Detailed market research: deeper analysis
of potential customer needs and preferences
Do they need general information and support?
Do they need a communication plan? Money to spend in ad, promotion

18. CMNY Stage 2: Business case Out sources and suppliers
3. Detailed competitive analysis:
Small/ Medium Advertising agencies
Marketing consulting agencies
Other local agencies
4. Detailed Technical analysis
Out sources and suppliers
Types of Alliances
Cost of production
5. Detailed business and financial assessments
Budget approach
6. Define timeline
7. Team and responsibilities

19. CMNY Gate 3 Go/Kill before a substantial spending & development stage
Does the budget fit?
Is the cost of production achievable?
Is the technical support adequate?
Does the strategy fits with the positioning?

20. CMNY $

21. Stage 3: Development Plan Implementation
CMNY
Production plan
Web side
New business materials, and sales procedures
Pre-launch event
Definition of the working model
Introduce Marketing and operations
Preliminary test plans
In house test
Pre testing
Select a sample of potential clients to taste
Clients feedback
Updated financial analysis

22. CMNY Gate 4: Go to testing Kill/ Go point for the development plan.
Are the clients feedback positive?
Is the project consistent with original definition?
Review of the marketing plan
Are we in time and budget?
Approval for the testing plan
Is the working model adequate?

23. CMNY Select customers and other internal departments
Stage 4:testing
CMNY
Continue with in- house and trial testing
Quality of the product and internal opinion
Select customers and other internal departments
Test market
Customer acceptance
Send the material to potential to our list of companies
Economics of product
Estimate revenues and market share
Margins and benefits of each campaign and service
Value the launching plan
Advertisement in specialized magazines, associations, events, and others
Review business & financial analysis

24. Go/kill before the market launch and final commercialization
Gate 5
CMNY
Go/kill before the market launch and final commercialization
Results of the testing: Do they like our product?
Quality of validation?
Budget review
Are marketing and operations ready?
Is the launching plan ok?

25. CMNY Stage 5: Launch Marketing Plan Implementation
Advertising
Direct marketing
Interactive,
Web page
Pre launch event
Operation plan implementation
Structure for Extenda representation
Launch plan Implementation

26. CMNY Post launch Review Product performance analysis after the launch
Adjusts?
Results evaluations:
Objectives
Cost
Profits
Timing
Quality

27. Post launch analysis ®
CMNY
Product Performance
Strengths
Weaknesses

28. CMNY