This paper draws on extensive theoretical research and literature reviews, from two cases, and presents one case to illustrate practical application. It seeks to define and understand how lean product development integrates with current lean manufacturing strategies, and how the principles of the lean product development process can successfully be applied to improve the operations of a high variable-low volume product mix business. This work aims at delivering a unique conceptual model that demonstrates how businesses can improve their profitability through the utilisation of lean product development concepts. Through our conceptual model, business firms achieve the systemic integration of lean product development concepts with their downstream operations. The case presented of a high variable-low volume business organisation offers useful insights into how to implement this in practice.