Time to Market (TTM)

Time to Market (TTM) is a critical business metric that measures the time taken by a company to develop and launch a new product or service from the initial concept or idea to its availability in the market for customers. TTM is a Key Performance Indicator (KPI) used by businesses to assess their speed and agility in responding to market demands, technological advancements, and customer preferences. A shorter TTM allows companies to gain a competitive edge by introducing innovative products or services ahead of their competitors.

Factors Affecting Time to Market

Several factors influence the Time to Market of a product or service:

  1. Product Complexity: Highly complex products or services may require longer development and testing periods, leading to an extended TTM.
  2. Design and Development Process: Efficient and streamlined design and development processes can significantly reduce TTM.
  3. Resource Allocation: Adequate allocation of resources, including skilled manpower and financial investment, impacts the speed of development.
  4. Prototyping and Testing: Thorough prototyping and testing are crucial for ensuring product quality but may extend TTM.
  5. Regulatory Compliance: Products subject to strict regulatory requirements may have longer TTM due to compliance procedures.

Importance of Time to Market

  1. Competitive Advantage: A shorter TTM allows companies to launch innovative products or services before competitors, gaining a competitive advantage.
  2. Customer Satisfaction: Faster TTM enables companies to respond quickly to changing customer preferences and demands, enhancing customer satisfaction.
  3. Market Opportunities: Speedy TTM allows companies to seize emerging market opportunities and capitalize on trends.
  4. Revenue Generation: Earlier product launches lead to earlier revenue generation, positively impacting the company’s financial performance.

Strategies to Reduce Time to Market

  1. Agile Development: Adopting agile development methodologies allows for iterative and incremental progress, speeding up the development process.
  2. Cross-Functional Collaboration: Encouraging collaboration between different teams facilitates a faster decision-making process.
  3. Rapid Prototyping: Utilizing rapid prototyping techniques enables quick validation of product concepts.
  4. Outsourcing: Outsourcing certain tasks to specialized partners can accelerate product development.

Challenges in Reducing Time to Market

  1. Quality Assurance: Accelerating TTM while maintaining product quality requires careful attention to testing and quality assurance.
  2. Market Research: Rushing through market research can lead to misaligned products and missed customer needs.


Time to Market (TTM) is a crucial metric that measures the speed at which a company can bring new products or services to the market. Reducing TTM is essential for gaining a competitive edge, meeting customer demands, and capitalizing on market opportunities. Companies that effectively manage their development processes, foster cross-functional collaboration, and employ agile methodologies can achieve faster TTM and position themselves as industry leaders in the ever-evolving business landscape.


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