Turn Promising Ideas Into Market-Ready Propositions.
NPD Lab is Lunar Crew's new product development, venture design, and launch capability. We help leaders move from an initial idea to a proposition examined through customer, market, commercial, operational, and strategic perspectives.
When is NPD Lab relevant?
- You have an idea for a new product but lack validation metrics.
- The company wants to launch a new venture without risking the core business.
- An existing product needs a structured GTM launch model.
- You need to define and build a MVP (Minimum Viable Product).
Problems we address
Building products based on assumptions rather than customer feedback.
Vague pricing models and unclear unit economics for new propositions.
Launching products without aligning internal operational capabilities.
High product development costs resulting from poorly defined MVPs.
Our approach
- 01.Assumption testing: Identify the riskiest business assumptions first and design quick validation tests.
- 02.ICP validation: Interview real potential buyers before writing a line of code or building prototypes.
- 03.Lean scoping: Keep the initial MVP scope extremely lean, focusing only on the core problem value.
Lab Scope of Services
- Opportunity discovery and market feasibility validation.
- Customer problem validation and interview setup.
- Concept validation and pricing model design.
- Venture design and unit economics feasibility.
- MVP scoping, layout, and feature prioritization.
- Design-partner and pilot program design.
- Go-to-market (GTM) launch strategy.
- Product feedback loops and iteration mapping.
Deliverables
- Market Feasibility Report.
- Validated ICP Problem Matrix.
- MVP Scope & Feature Roadmap.
- Launch & GTM Program Blueprint.
- Pilot Program Feedback Schema.
Expected Outcomes
- Substantially reduced product launch risk.
- Empirical customer validation metrics.
- Clear product-market fit guidelines.
- Lean MVP scope saving months of development cost.
How NPD Lab Solves Constraints
Typical Constraint: High launch risk and feature bloat in a new SaaS product concept.
Lab Intervention: Problem validation interviews, MVP scoping workshops, and pilot program design.
Commercial Outcome: Lean product roadmap focusing strictly on verified customer features, accelerating launch time.
How We Partner
- Strategic Diagnostic (4–6 weeks): Empirical constraint audit and executive roadmap.
- Strategy & Architecture Program (8–12 weeks): Full system design, playbooks, and RACI alignment.
- Build & Launch Sprints: Cross-Lab implementation, platform builds, and team enablement.
Frequently Asked Questions
Do you write code for MVPs?
We design the specifications and GTM launch plans. For coding and software builds, we integrate closely with our TDT Lab to write statically compiled web platforms.
What is a 'design-partner' program?
It is a launch mechanism where we sign up a small group of highly relevant target clients to co-develop the product. They get early access to solve their problem, and you get direct feedback and case studies.