CPG Concept Navigator

Concept Builder

Define a product idea with structured fields used across scoring, portfolio review, and stage tracking.

Editing concept
Save changes to update the selected concept.

Build in four small passes Start with the name and category, then define audience, product details, and finally stage ownership. You do not need to perfect every field before scoring.

Step 1 of 4

Core concept

1. Core concept

Capture the minimum details needed to identify the idea clearly.

Concept Name

Use a working name that makes the proposition obvious.

Brand / Platform

Optional if this is still a white-space concept.

2. Audience and positioning

Clarify who the concept serves and what role it plays in the market.

Target Consumer

Who will most likely choose this first?

Need State

What moment, job, or problem does it solve?

Price Tier

Choose the intended price position.

3. Product details

Add the tangible attributes that bring the concept to life.

Format

Packaging or consumption format.

Flavor / Variant

Variant, scent, or flavor profile if relevant.

Claims

Key benefit, ingredient, or functional claims.

Image URL

Optional: paste a product image URL to override automatic thumbnail selection.

Concept Description

Describe the proposition, the experience, and what makes it distinctive.

4. Stage and ownership

Document where the concept sits today and why it matters strategically.

Stage

Choose the current maturity of the idea.

Owner

Who is accountable for moving this concept forward?

Strategic Rationale

Explain why this idea fits the portfolio, trend landscape, or retailer strategy.

Draft is saved automatically in your browser.

SC Idea Scorecard

Score each concept from 1 to 10. Overall score and priority update live.

Weighted score model: Consumer Fit 20%, Uniqueness 15%, Feasibility 15%, Margin 15%, Strategic Fit 15%, Retailer Appeal 10%, Trend Fit 10%.

UUniqueness

How differentiated is the concept?

CFConsumer Fit

How well does it solve a relevant need state?

FFeasibility

Can operations, sourcing, and R&D realistically deliver it?

MMargin Potential

Expected ability to generate attractive economics.

RARetailer Appeal

Likelihood of strong retailer acceptance and shelf case.

TFTrend Fit

Alignment to macro and category trends.

SFStrategic Fit

Fit with your brand, capabilities, and portfolio direction.

Overall Score: 7.0

Priority: Medium

PV Concept Preview

Generate a clean narrative summary before saving.

Fill in the concept builder and click Generate Concept Summary.

Portfolio Dashboard

Search, filter, sort, and compare concept opportunities.

Total Concepts

Average Score

0.0

Top Priority Ideas

Categories Covered

Portfolio concepts table
Concept	Category	Consumer / Need	Stage	Owner	Score	Priority	Actions
No concepts yet. Create one in the Builder tab.

Stage-Gate Pipeline

Review concept distribution across Idea, Concept, Prototype, Testing, and Launch.

Portfolio data and builder draft are stored locally in your browser.