Development of a New "Green" Product for the Company EcoLevel

According to figures provided by the UN in 2018, about 8-13 million plastic products enter the ocean each year; over 40% of all plastic produced in 150 years was used only once before disposal, and only 9% of all plastic produced was recycled. Thus, analyzing these problems, this work is aimed at proposing a new concept for creating products based on the principles of a cyclical economy. The new model takes into account the principles of sustainable development and is a symbiosis of traditional Stage-Gate and Lean Startup product launch models. Purpose: development of a concept and a minimum viable new product with improved environmental performance on the example of EcoLevel. The performed theoretical analysis and the developed research show the successful use of models for creating and introducing new products to the market, based on the principles of a cyclical economy. In addition to its theoretical relevance, the findings of this study are important for practitioners. The results show that SME managers need to constantly adapt to a rapidly changing market using modern NPD tools. This work gives an idea of how exactly modern companies should plan to launch a new eco-friendly product on the everyday goods market in Russia. EcoLevel is an organization that seeks to draw people's attention to environmental problems. The main idea of the company is the production of everyday things from recycled plastic. Using an approach based on the new ENPD model, the true preferences of the target audience were identified and analyzed. The data on consumer desires was used in the development of a new device. Using this approach, we have demonstrated a method for designing new devices using closed-loop principles.