It might be a new color or a slight change that drives the next generation of product. One example is the Kodak disposable camera. That became the platform for the disposable with a flash, the waterproof disposable, the wedding package disposable . . . You'll help bring them into the world of plastics, and derive a monetary benefit. Stay close to the market and your customers, and work to identify new uses for plastics things like auto bumpers and bodies, which were once made entirely of steel.
Plastics people have a wealth of opportunity just looking for new ways to use plastics.
The first product to market usually takes the lion's share of the profits, more than the second and third combined. Inc. Product design and development never really happens in clearly defined stages, but there are certain commonalties. The first stage typically involves a concept for a new product. Whether the idea is based on an existing product, a newly conceived line of products, or an altogether original concept, market research must be conducted. This determines the fit of the product in the market, and the timing necessary to meet market needs.