Survival, growth, and the creation of a comparative advantage are all important concerns of smaller enterprises. In order to address those concerns, new product ideas must be found, enterprises do not, according to a survey,have a systematic process to carry out these tasks. This paper suggests potential sources fosinding new product ideas and presents a simple model, which has been tested extensively, that may be used to screen them. This systematic approach, the authors conclude, should help to minimize the costs and risks of developing products that are likely to fail in the marketplace.