WEBINAR: Lean product development market requirements event

May 2, 2019 | 1:00 pm to 2:00 pm
Contact AME: 224-232-5980 | conference@ame.org
Member Fee: $25
Non-Member Fee: $50


1:00pm - 2:00pm ET

Learn about one of the most critical tools within the lean product development (LPD) methodology – the market requirements event. This cross-functional, highly-collaborative team event is designed to transform voice-of-the-customer data for a new product opportunity into prioritized design requirements that ensure a successful business case for the new product. The concept of LPD “events” will be described, followed by a step-by-step description of the Market Requirements Event, with a primary focus on what is called the “Key Differentiator Tool.” This powerful tool performs both a customer-preference analysis and a competitive analysis of possible new product attributes, and yields a prioritized list of key differentiators (key selling points) for the proposed new product solution. The webinar will provide a method for documenting design requirements in a more efficient and effective way and include an opportunity for questions.


Ronald Mascitelli

Ronald Mascitelli has developed advanced processes and tools for lean product development and lean project management for 20 years. His methods have been successfully implemented at over a 100 leading firms, including Boeing, Adidas, Briggs & Stratton, Volvo Group, Danfoss Corporation, Boston Scientific and Beckman Coulter. Mascitelli has authored five books on technology management and lean product design and development. He has managed advanced development projects for the Department of Defense, the Defense Advanced Research Projects Agency (DARPA), Lawrence Livermore Laboratory, NASA and the Department of Energy.


Participants will gain a practical understanding of how to transform preliminary voice-of-the-customer (VoC) data into key product design requirements that will drive market differentiation and business case success.

  • Product-line managers
  • Team leaders
  • Task managers
  • Six sigma blackbelts / greenbelts
  • Continuous improvement champions
  • Operations and engineering managers
  • Process owners
  • Design engineers
  • All others with product development responsibilities.

You can become an AME member during the registration process for $150 per year. Your annual membership will also entitle you to a registration discount for all future AME conferences, seminars, workshops, and webinars for one year. Additionally, you will receive a subscription to the award winning Target magazine and much more.

AME reserves the right to cancel any webinar due to unforeseen circumstances. If so, every effort will be made to reschedule the webinar and / or provide a recording.

Cancellation Policy: Enrollment fee will be refunded up to one week before the event. Substitutions may be made anytime prior to the start of the webinar.

Note: Payment is due at the time of registration in which you will receive an email confirmation. Please add webinars@ame.org to your safe senders list.