The document outlines the 10 steps involved in taking a product idea from conception to launch, including testing the idea, protecting it, developing prototypes, business planning, raising money, and launching the product. It was written by Charlie Gunningham, a former co-founder and managing director of an Australian home listings website, drawing on his experience launching a startup 10 years after graduating business school.

1. Product
Development
- from idea to launch
Charlie Gunningham
(former coFounder & MD of
aussiehome.com)

2. MBA Graduation, March 1999

3. 7 months later… Dec 1999

5. 5 months later… May 2000

7. 10
years
later…
July
2010

8. 1. The Background
solving a problem is all

9. 2. The Idea
- quiet contemplation,
keep a notepad close

10. 3. Testing your Idea
- talk it out, don’t hide it;
- throw negatives

11. 4. Protecting your idea
- execution is your protection
- NDA’s are fine – shows you’re serious

12. 5. Developing your Idea
- mentors, RnD, rivals, timing, opportunities,
… iterative tweaking (“massaging”)

13. 6. Prototyping
- trial run through, proof of concept
… to show off to investors/clients

14. 7. Business Planning
- written or spoken or thought?
- a process, and a selling document

15. 8. Scenario
Analysis
- realistic?
- aggressive?
- what ifs?
- think.xls

16. 9. Raising Money /
Signing first
clients
- try to get a NO!
- if no, move on
- if not, interested

17. 10. Launch and beyond
- is the soft launch a cop out?
- early weeks: love your clients, motivate
staff… the best & worst of times!

18. Product
Development
- from idea to launch
Charlie
Gunningham
@ chazgunningham
charliegunningham.com