Adapting agile innovation for FMCG

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The Minimum Viable Product (MVP) is a main outcome of agile

The MVP is that version of a new product a team uses to collect the maximum amount of validated learning from customers with the least effort

To be successful in FMCG, agile needs to shift from MVP to MSP

(Minimum Sustainable Product)

Reducing agile to "cheap and fast" development hurts viability
Overestimating ability to iterate on product after launch hurts sustainability
There is only one chance to make a first impression
Retailers may not wait for cost and time intensive "product updates"
75% of innovations fail when in the bottom 60% of their category velocities
Poor reviews can undermind future trial
95% of innovations fail when they deliver a poor product experience

MSP balances the agile equation: launch as quickly as possible with the best product possible

Early prototype testing pre-launch
Learn and iterate based on pre-launch simulation and post-launch response

MSP is the main definitive outcome of Agile in FMCG

The right innovation + the right activation
Sustainable for the manufacturer, the consumer and the channel partner
Minimizes time and resources

Want to know more?

Connect with the BASES team to learn how to quickly secure an MSP in your research protocol and how Studio by BASES can help.