Why the Product Approval Process is Critical for PD Success

In the world of new product development, speed is often the difference between a market leader and an also-ran. However, the data (New Product Development – Process Benchmarks and Performance Metrics) shows that achieving a fast, on-budget launch is incredibly rare:

• The Velocity Gap: Only 5% of companies can move a product from idea to market in under two months. 8.2% take 3-6 months, while the vast majority require 7 months to over a year.
• The Budget & Schedule Reality: Statistically, only 56% of projects stay on budget, and a staggering 55% launch behind schedule.

A rigorous product approval process is the key to shortening the time to market. Here are the steps:

Step 1. Clearly Defined Sample Specification Sheet

Before investing resources, confirm these aspects and document:

• Product use and target market: This determines applicable compliance and testing standards (EU vs. US requirements).
• Technical specs: detailed size, structure, and functional requirements based on final 2D/3D drawings.
• Material & finish specs: Explicit Pantone color codes, textures, material and process.
• Compliance requirements: Safety, durability, and chemical regulations (REACH/RoHS/FDA).
• Sample type: Clearly state if the sample is for visual reference only or a Pre-Production Sample (PPS) that represents mass production standards

Common trap:

Manufacturers could rely on experience or vague images and descriptions, which overlook feasibility in formal production.

For example, when a retailer specifies that a color should be “close to the picture,” but no Pantone code or physical swatch is provided, color deviation and rework become highly likely during later stages.

Step 2. Validate the Design & Record Issues

The engineering team conducts a manufacturing feasibility review to:

• Identify structures that are difficult to demold
• Check for overly loose/tight tolerances
• Review assembly sequences that may not be practical
• Flag processes that would significantly increase cost

They also evaluate whether existing production lines, tooling standards, and inspection capabilities are able to support the product manufacturing.

This step locks the product structure and provides an initial price estimation.

Step 3. Make Prototypes for Internal & Factory Validation

Making physical prototypes is to validate core assumptions and expose design flaws.

Based on design drawings, prototypes should be made using processes as close to bulk production as possible. This may include 3D printing, soft tooling, or CNC parts.

Prototypes are tested for:

• Structural assembly
• Visual appearance
• Functional performance

All issues should be clearly documented at this stage:

• Take photos and videos
• Mark issues directly on the physical sample
• Record clear descriptions, corrections, responsible parties, and target completion dates

Any changes to drawings or specifications must be approved by you before proceeding.

Step 4. Factory Duplicates Prototypes

After several rounds of prototype iterations, the design should be considered complete. The internal team should verify it as the final product prototype and distribute the latest specification sheet to all parties.

The factory then produces the Pre-Production Sample (PPS). The sample is the most critical stage of product evaluation. Unlike prototypes, PPS must be made using:

• Actual mass-production materials
• Real production tooling
• Final manufacturing processes

For example, if large-scale production uses injection molding, the PPS must come from the actual mold, not from 3D printing or temporary tooling.

Step 5. PDC Evaluation & Client Sign-off

Internal Audit:

The product development team conducts a rigorous audit of the PPS against the approved specification sheet, covering functionality, appearance, and performance testing.

• If the sample fails, the process loops back to Step 3.
• If it passes, the team approves the sample and signs it.
• If required by the client, the team selects the “best representative” sample and sends it to the client.

Client Review:

Customers may conduct inspections – see in Part 5 or submit samples to 3rd party for testing (common for large retailers).

• If the sample fails, the process returns to internal review and further iterations until approval is granted.
• If it passes and is signed off, the final sample is sealed as the Golden Sample, serving as the benchmark for scaled production.

Step 6. Proceed with Mass Production

The approved sample is now the benchmark for the entire project.

• The Golden Sample should be assigned a unique ID and sealed on all sides.
• Capture high-resolution photos and record key dimensions, color and material details into a Record.
• Launch the production and release the fully complete production package to the manufacturer.

Before mass production starts, confirm that production lines, molds and fixtures, and inspection criteria are all aligned with the approved sample. From this step forward, the key is to guarantee the quality of bulk goods.

Common pitfall:

Factory production parameters (such as injection temperature or pressure) differ from those used during sampling, and may even change during the production process.

If the QC department fails to use a Golden Sample for comparison and conduct inspections based on “memory,” this often leads to quality deviations in batch production. Therefore, in-line inspection is equally important.