DeGurges Ltd. is a family company, whose primary activity is the manufacture and repair of plastic boats. The first product that launched the production was simple male model boats, which is accessible to everyone. The focused was on the modification of existing products. Carefully analyzed all positive characteristics, and the disadvantages of older models of products, order modification of the product led to do extraordinary results. The company DeGurges had to establish that the idea of their product can be converted into technically feasible products, and gave them to manufacture the same worth. The analyses were performed in the following phases: idea generation, concept testing, strategy development marketing, product development, market testing and commercialization. The goal of the analysis is to find a prototype that will be offered to consumers as products containing key characteristics described in the concept of the product, which works under normal use and under normal conditions. Today, the market offers consumers an extremely large selection of products. It is therefore important to undertake any research necessary before the product is introduced on the market. Once determined idea, it must be converted to the concept of the product. This conception of the product, will be tested, in order to determine who will be using the product, which is the primary benefit offered by such product and when it should consumers use. It is necessary to carry out tests at each stage separately to get the best results at the end of the product development process. In this way, the company used all the factors that can affect the overall process. In case you do not take into account any factor, there is a possibility that new products do not achieve the expected goals.