Innovations are key to the competitiveness of small and medium-sized enterprises in today's business world. Without a clear strategy for innovative activities, companies may face issues of survival in the market. Innovations are key to creating added value and satisfying consumer needs, regardless of the type of innovation (incremental or radical) and the field (scientific, technological, financial and commercial). For the purposes of this paper, a survey was conducted on the opinions of users on the service of selling solar and photovoltaic systems, and based on the results of the research, a proposal for the development and launch of a new product for the selected company was presented in the paper. In this direction, the marketing mix for product development is proposed in the paper. In order to successfully market the product, the company proposed a product development strategy, as well as a combination of different distribution and promotion strategies. For product development, a combination of Lean approach, Design Thinking and Agile methodology was proposed, which will enable the company to quickly and efficiently develop innovative products adapted to the needs customers. Through testing, feedback and an iterative approach, and with a strong focus on education and personalization, it will ensure that products meet market needs and provide superior value to customers, and help ensure competitive advantages and successful new product launches.