This work builds upon a previous proposal for the use of the extended SAPPhIRE model of causality as a foundation for a PLM system, and more specifically the management of design data at the conceptual design phase. During the conceptual design phase, the product definition is in a state of flux as multiple iterations and options are considered until a suitable baseline design is developed. The role of PLM systems is to manage the people, processes and products involved in developing and sustaining a product in order to increase stakeholder satisfaction and product quality while reducing lifecycle costs. At the conceptual design stage, a balance must be struck between the freedom to iterate and the need to control the design process and capture relevant data.Currently, PLM systems are not well suited for the support of the conceptual design stage due to their reliance on the product structure, as the unavoidable, significant design changes to the physical configuration in the early design stages make it difficult to maintain a coherent product definition. This paper presents a case study of the product data created during the conceptual design phase of the SpudNik-1 CubeSat. The results demonstrate the ability of the model to represent a variety of design data representing different subsystems at several levels of maturity. This could prove to be more consistent and easier to use for conceptual design and is one part of a larger goal of redesigning PLM systems for the support of the extended product lifecycle.