The number one goal of the Success Roadmap is to create viable products in the market place. A viable product is one that creates a positive financial return. The entrepreneur behind the effort can have other goals such as social benefit and brand building, but the ultimate goal is financial.
In order to increase the odds of success and decrease the chances of failure, tangible entrepreneurs need to focus on to principle focuses. 1) They must crack "the code" of their market. This entails narrowly defining who will purchase their product, 2) define what primary product benefits they must produce, 3) define features and functions of the product that will support those benefits in an R&D process, 4) they must translate the "market code" into pricing, sales channels and promotional efforts that will bring about financial success and 5) successfully manufacture a product.
If you're wondering where the instruction and efforts for the R&D and manufacturing in the program will addressed, it's handled in broad terms and general methodology to iteratively address those needs. But, as tangible products themselves are vastly different in what they are, how they work and what resources are needed to develop them, a general, and not a specific, framework for this process is created. This framework will be highly effective in guiding non-technical entrepreneurs through the process of learning and choosing their direction for R&D and manufacture. But ultimately, a technically successful product that fails to have a defined market and meet market needs is doomed to financial failure. Let's do everything we can to avoid that fate.
Roadmap to Success
We have a strict process we follow with the Transit Map to Success program. We're going to repeat "some of our travels". AND, they may repeat several times. We call this an iterative process, or repeating, process. Why? Because we "don't know what we don't know". In other words false assumptions on the market and the product vastly increase the odds we'll go the wrong direction, run out of money, run out of time or end up with a product no one will buy. These are all bad, bad things.
So in our process we can think of it as transit tracks that we will have to travel around and around on. One loop validates the market and focuses R&D on it. One loop focuses on how to successfully get into the marketplace. One loop takes us through manufacturing a product. They are all interrelated but are traveled in a progression and at different times.
The first step in creating a tangible good that is new to the market has little to nothing in defining the actual "what" it is of the product. The first step is to identify a market with a need so compelling that the customers will be willing to depart with their hard earned cash to buy the product. There are some different methods to approach this.