. Along the way, concept evaluation continues; we evaluated the concept well enough to permit development work(discussed earlier), but we have to keep evaluating technical and marketing planning results. We evaluate prototypes primarily, checking to be sure that the technology being developed meets the needs and desires of the customers in a way that creates value for them, while at the same time being profitable commercially the time this phase winds down, we want to be assured that the new product actually does solve those problems we began with