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New products are continually introduced into the market place. For a business to remain competitive getting a new or redesigned product to market on a regular basis is important. However, there is always some risk involved. An effective and comprehensive evaluation program is an essential contributor to reducing your risk.

Many products get to market without a complete consideration of all the potential issues. An evaluation program can not be an after thought. It must be included in the original concept to market process.

Here are some important issues to consider in the evaluation of your new product:

• Product Liability
  
  Confirming that your product does what you say it can do is necessary. Otherwise you are exposed to potential legal action. The product can be tested to a recognised standard, or the statements about product proven.
   
• Patent Infringement
  
  A claim of patent infringement against your product can be damaging to your business. Either leading to the unnecessary withdrawal of your product from the market place, or expensive legal fees in resolving the issue. Comparative evaluation against the claims of the particular patent will provide a resolution.
   
• Technological Breakthrough
  
  Sometimes a new product presents enhanced performance but at a higher price. Testing provides a way to gather the proper cost-benefit data to substantiate to the market a reason to buy.
   
• Speed to market
  
  Getting to market first is an important competitive advantage. Your evaluation program should meet this aim. Developing an adequate, economical and timely testing program is an essential element in the concept to market process.
   
• Product Failure
  
  Your new product may have an initially higher incident of failure in the field compared to your competitors. Evaluation provides an understanding of the failure mechanism. This knowledge allows feedback to material and/or process factors that improves the quality of your product.

Consideration for evaluating your new product lowers your risk of failure in the market place and allows you to achieve maximum return on investment.

CETEC is independent help you evaluate a new product. Together with our laboratory, FORAY, we can test to an established standard (Australian, American etc..), or custom develop a test for you. CETEC has a wide range of knowledge in materials and test protocols.

To give us feedback on this article or to ask how CETEC can help you then contact us here.