The analysis of the tools used at a development stage for the purpose of ensuring competitiveness of the projected products is provided. For increase of innovative activity of the producer it is offered to introduce at the enterprise such organizational and administrative mechanisms as «a wheel of innovations», a control system of level intellectual the capital. The developed«competitiveness collar» model is directed on realization of the principle «to do a product correctly from the first». It is based on check on end of each of stages of life cycle of a product of level of its economic efficiency, quality and competitiveness. The example is given, recommendations about application of «competitiveness gate» are made.
Keywords: product, development, innovation, economic efficiency, quality, competitiveness, intellectual capital