[AChimp]

Your three phases thing is wrong. The lines between all three parts are extremely blurry. Planning occurs simultaneously throughout the entire development process, for example. There isn't a set day where you say, "okay, it's all planned out so let's get to coding."

The "production" phase as you call it is the most important part because it is what dictates what gets planned and created to begin with. To simplify it for you, it starts with Production and is followed by Stuff.