Stage-Gate® Process

Manage innovation from idea to launch with a proven framework that reduces risk and accelerates time-to-market

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A Roadmap for Moving Ideas to Launch

The Stage-Gate process breaks innovation into distinct stages separated by management decision gates. Each gate serves as a quality control and Go/Kill decision point.

Stage 0

Discovery

Gate 1

Stage 1

Scoping

Gate 2

Stage 2

Build Business Case

Gate 3

Stage 3

Development

Gate 4

Stage 4

Testing & Validation

Gate 5

Stage 5

Launch

Stage 0: Discovery

1-2 weeks • Minimal

Idea generation and opportunity identification

Key Activities:

  • Market opportunity scanning
  • Technology scouting
  • Customer problem identification

Deliverables:

Initial ideasOpportunity briefsPreliminary market insights

Stage 1: Scoping

2-4 weeks • Low (5-10% of project)

Quick, preliminary investigation of the project

Key Activities:

  • Preliminary market assessment
  • Technical feasibility check
  • Initial financial analysis

Deliverables:

Project scope documentPreliminary business caseTechnical feasibility reportRisk assessment

Stage 2: Build Business Case

1-3 months • Moderate (10-15% of project)

Detailed investigation and business case development

Key Activities:

  • Detailed market research
  • Customer voice studies
  • Competitive analysis

Deliverables:

Detailed business caseMarket analysis reportProduct definitionProject planFinancial projections

Stage 3: Development

6-18 months • High (30-50% of project)

Detailed design and development of the new product

Key Activities:

  • Product development
  • Prototype creation
  • Testing protocols design

Deliverables:

Working prototypeTest resultsManufacturing planMarketing strategyLaunch plan

Stage 4: Testing & Validation

2-6 months • High (20-30% of project)

Testing the product and validating the business case

Key Activities:

  • Product testing
  • Customer trials
  • Market testing

Deliverables:

Test resultsCustomer feedbackMarket test dataProduction validationRevised financials

Stage 5: Launch

3-6 months • Very High (implementation)

Full commercialization and market launch

Key Activities:

  • Production ramp-up
  • Market launch execution
  • Sales force deployment

Deliverables:

Product in marketSales resultsCustomer feedbackPerformance metricsPost-launch review

Decision Gates: Quality Control Checkpoints

Gates ensure that projects meet criteria before proceeding, preventing weak projects from consuming resources and accelerating strong ones.

Go

Project approved to proceed to next stage with committed resources

Kill

Project terminated due to failing critical criteria

Hold

Project paused pending additional information or resources

Recycle

Return to previous stage for rework based on feedback

GateNamePositionKey CriteriaDecision Makers
1
Idea ScreenDiscovery → Scoping
  • • Strategic fit
  • • Market attractiveness
  • • Technical feasibility
  • • Risk vs. reward
Innovation team
2
Second ScreenScoping → Build Business Case
  • • Market potential confirmed
  • • Technical feasibility validated
  • • Financial attractiveness
  • • Resource availability
Business unit leaders
3
Go to DevelopmentBuild Business Case → Development
  • • Strong business case
  • • Product definition clear
  • • Resources committed
  • • Risk acceptable
Senior management
4
Go to TestingDevelopment → Testing & Validation
  • • Product meets specifications
  • • Alpha tests successful
  • • Manufacturing ready
  • • Launch plan approved
Cross-functional team
5
Go to LaunchTesting & Validation → Launch
  • • Product validated
  • • Market tests positive
  • • Production validated
  • • Financial projections confirmed
Executive committee

Critical Success Factors

Key elements that determine the effectiveness of your Stage-Gate implementation

Clear Criteria

Well-defined, objective gate criteria aligned with strategy

Senior Support

Active involvement and commitment from senior management

Cross-functional Teams

Diverse expertise throughout the process

Flexibility

Ability to adapt process to project type and risk level

Portfolio Management

Balance resources across multiple projects

Continuous Improvement

Regular process refinement based on learnings

How Stage-Gate Reduces Risk

Without Stage-Gate

  • Late detection of problems
  • Resource waste on poor projects
  • Unclear decision criteria
  • Long time-to-market

With Stage-Gate

  • Early problem identification
  • Focus resources on winners
  • Objective Go/Kill decisions
  • Faster, more predictable launches

Implementation Best Practices

1

Customize to Context

Adapt the process to your industry, company size, and project types

2

Train Teams

Ensure all participants understand the process and their roles

3

Define Clear Criteria

Establish objective, measurable gate criteria aligned with strategy

4

Enforce Discipline

Resist pressure to skip gates or compromise on criteria

Digitize Your Stage-Gate Process with Commercify AI

Our AI-powered platform streamlines Stage-Gate implementation with automated workflows, intelligent decision support, and predictive analytics

Portfolio Dashboard

Real-time visibility across all projects and stages

Automated Gates

AI-powered gate reviews and decision recommendations

Time Tracking

Monitor stage duration and predict project timelines

ROI Analysis

Continuous financial validation throughout the process

Why Use Stage-Gate Process?

Risk Reduction

Identify and eliminate weak projects early before major investment

Faster Time-to-Market

Accelerate strong projects with clear roadmap and decision points

Better Resource Allocation

Focus resources on projects with highest success probability

Ready to Transform Your Innovation Process?

Implement Stage-Gate with Commercify's AI-powered tools to accelerate innovation and improve success rates.

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