Co-located skill groups have individuals participating in each of the typical development stages: Market Analysis, Customer Insights, Ideation and Design, Engineering and Prototyping, Packaging and Retail Experience, Sourcing and Production Support. This allows for continual improvement and optimization at many points along the development process, while providing shortened development timelines. The vertical innovation approach also encourages random connections between different skill sets to provide the best chances for new and innovative advancements.