How are New, Innovative Products created?
Our two interviewees have a clear answer to this: They are created together. Vanessa Beer (Product Manager) and Jens Altepost (Development Manager) discuss their responsibilities, how they approach the new product Fundo Flex and a common misconception.
Let's go right into the middle of the topic: How does a new, innovative product actually come about?
Vanessa Beer: In short, products are created in combination. In principle, almost all departments in the company are involved: In Product Management, ideas for new products are usually placed first. We then take over a first rough evaluation of the ideas and check whether they fit the corporate strategy. Then the technical experts from development and application technology come into play – and, depending on the product, purchasing. In the direction of production, the quality assurance colleagues play an important role, including work preparation and, of course, actual production. Marketing will then be introduced to the market, which will develop an international marketing package for all country companies and sales units.
Jens Altepost: Many people think that there is the development department, and that's where all the ideas should come from. This is a widespread mistake, because we are only part of the process. The close cooperation of all departments is crucial. Only then will the path from the idea to innovative products work.
But a good team has clear roles?
Jens Altepost: True, of course, everyone has their role in this process. For example, my team comes into play when product management has already made an initial assessment. We must then give 'butter to the fish', that is, check the feasibility. How can the idea be implemented? Can we produce the product with us?
Vanessa Beer: All this intertwines. As soon as an idea gets the green light from the new products committee, we put together a project team with employees from all relevant departments and we are working together to implement it. There is a clear process for this, which we work through together in the project team.
What exactly happened to the new product Fundo Flex?
Vanessa Beer: First of all, we always have our ears close to the market. There was a need from different countries for a new gutter solution, which we have incorporated. And also in general, the market trend is toward narrower and flexibly shortened trough solutions. On this basis, we went into development.
Jens Altepost: Exactly, the demand in the market was there – but we had to find a solution that fits well into the wedi system. And it should offer something extraordinary. We have done this: Fundo Flex is the first wedi product to receive the BSFZ seal (Federal Ministry of Education and Research). Products are recognized and promoted by companies that are highly innovative and forward-looking. A clear proof of our innovation competence.
Inspired by the construction site, implemented with innovation: Fundo Flex
It is always important to us that our products are really practical and easy to use. Therefore, we get together with the application technology and quality assurance at an early stage and test the prototype with an FMEA (error possibility and influence analysis). In doing so, we look closely at the challenges that our customers can face in practical applications of the Products. In this case, the application technology represents the users. Because our application engineers are on the road with customers on a daily basis on the construction site and support them on site
Practical feedback: The key to smart product solutions
What is so important about this?
Jens Altepost: Well, if you develop something in the lab and at the desk, it might work great. But on the construction site it is sometimes something else. It is extremely valuable for us to receive early feedback on this. For example: "Good thing, but it would be smarter to do it like that." Or: "Here you would have to put a building cap tool on it, otherwise the mortar will fall in."
Vanessa Beer: As I said, the interaction counts. A truly smart product like Fundo Flex requires strong collaboration and input from all relevant departments.