During the six to twenty week product development, the focus turns to implementation. The software is written and the content is refined. At the same time, the organization is prepared to assimilate the changes the product will impact prior to its launch. Larger scale customer pilots are undertaken and more feedback gathered. This helps ascertain that the product meets the requirements for the release and that it's fast, reliable, and intuitive. Depending on the application, internal tests may also be useful for stressing the application and finding bugs before public release.