SHA524: Developing a Service Strategy and Managing the Brand

School of Hotel Administration, Cornell University

Tool: New Service Development Process

Use this New Service Development Process tool as a launch pad for developing new
services for your organization.

For each step in the process, answer the corresponding questions.

Front-End Planning

Questions to Consider/
Step
Steps to Take
Business strategy development and review What are your organizational goals and
objectives?

Which goals and objectives have the

highest priority?

What are our growth strategies?

How does our new or modified service

align with the goals, objectives, and
strategies of the organization?

New service strategy development What strategies will guide the new or
modified service development process?

Should we modify an existing service or

develop an entirely new service?

Are we trying to extend the brand in some

way? If so, how?

Are we repositioning an existing service?

Idea generation and screening What are our sources of ideas?

Employees? Customers? Competitors?
Suppliers and distributors? Research and
development? Some combination of
these?

Brainstorm ideas for the new or modified

service here:
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owners.
 SHA524: Developing a Service Strategy and Managing the Brand
School of Hotel Administration, Cornell University

Once you’ve brainstormed a list of ideas,

screen the ideas to eliminate those ideas
that simply are not viable. Which ideas are
you left with?

Concept development and evaluation Using the screened list of ideas, develop
each idea more thoroughly.

Explain how the idea will work.

Explain the core product it will deliver on.

List design ideas for the new services.

Once you have the concept fleshed out,

consider sharing it with key stakeholders
such as target customers or employees to
assess whether they’d be interested in the
service.

Would they be interested in trying the

service? Why or why not?

If they answer yes, how often do they see

themselves using the service (degree of
frequency)?

What changes would they make to the

concept?
Business analysis Develop a preliminary plan to assess
whether sales, costs, and profit projections
will meet your organization’s stated
objectives.

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© 2017 eCornell. All rights reserved. All other copyrights, trademarks, trade names, and logos are the sole property of their respective
owners.
 SHA524: Developing a Service Strategy and Managing the Brand
School of Hotel Administration, Cornell University

Implementation

Questions to Consider/
Step
Steps to Take
Service prototype development and testing Who will develop and test the prototype?

What tools and resources are required to

develop the prototype?

Where will the prototype be developed?

Test marketing Who will develop the test marketing plan?

What are your objectives for test

marketing?

Who will participate in the test marketing?

Where will the test marketing occur?

Commercialization Who will develop the commercialization
plan?

How will the new service be rolled out to

customers?
Post-introduction and evaluation How will you assess the success of the
new service?

What tools, processes, and people do you

need in place to evaluate the service?

What are some potential exit strategies if

the new service does not perform as well
as expected?

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© 2017 eCornell. All rights reserved. All other copyrights, trademarks, trade names, and logos are the sole property of their respective
owners.