Time-to-Market

The term " time to market" (TTM ) (English, such as: lead-time, time to market ) is the duration of the product development to product placement on the market. Built at this time for the product costs, but it generates no revenue.

A very short time-to -market results in particular for products with short product life cycle, such as in high technology products a competitive advantage because the manufacturer then puts the product be the first on the market and benefited from the high prices to pay the early adopter willing, and also no competitor can beat the price. By contrast, may contribute to long TTM when can already provide similar products numerous competitors, the product will be sold only at a lower price, or it is already outdated when it comes to market.

With the 1986 first mentioned by MIT professor Eric von Hippel lead user methodology TTM problems can be counteracted early. Here, selected entrants will be integrated into the innovation process. Impetus for their efforts are individual problems so far with the market responsible products that meet their needs not just. The TTM problem is particularly addressed through the early identification of problems and needs, and strongly supported by the introduction of already appropriated from the lead user knowledge for problem solving.