This stage of the development cycle is used to test the product on a smaller market and improve the product based on real user experience with it. Software companies often offer free versions of the software to its first beta testers in exchange for feedback. Also getting your product into the hands of early adopters could be very beneficial for your later marketing efforts. This segment of the market is often very influential and other users will follow their lead.
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In the previous new product development (NPD) chapters we discussed the process of idea generation and screening. Now I will elaborate a process of creating a prototype called Concept Development & Testing phase.