Exploring Management of the Fuzzy Front End of Innovation in a Product Driven Startup Company

In our research we aimed to test a managerial
approach for the fuzzy front end (FFE) of innovation by creating
controlled experiment/ business case in a breakthrough innovation
development. The experiment was in the sport industry and covered
all aspects of the customer discovery stage from ideation to
prototyping followed by patent application. In the paper we describe
and analyze mile stones, tasks, management challenges, decisions
made to create the break through innovation, evaluate overall
managerial efficiency that was at the considered FFE stage.
We set managerial outcome of the FFE stage as a valid product
concept in hand. In our paper we introduce hypothetical construct
“Q-factor” that helps us in the experiment to distinguish quality of
FFE outcomes.
The experiment simulated for entrepreneur the FFE of innovation
and put on his shoulders responsibility for the outcome of valid
product concept. While developing managerial approach to reach the
outcome there was a decision to look on product concept from the
cognitive psychology and cognitive science point of view. This view
helped us to develop the profile of a person whose projection (mental
representation) of a new product could optimize for a manager or
entrepreneur FFE activities. In the experiment this profile was tested
to develop breakthrough innovation for swimmers. Following the
managerial approach the product concept was created to help
swimmers to feel/sense water. The working prototype was developed
to estimate the product concept validity and value added effect for
customers.
Based on feedback from coachers and swimmers there were strong
positive effect that gave high value for customers, and for the
experiment – the valid product concept being developed by proposed
managerial approach for the FFE.
In conclusions there is a suggestion of managerial approach that
was derived from experiment.

• Dmitry K. Shaytan
• Georgy D. Laptev

• Concept development
• concept testing
• customer discovery
• entrepreneurship
• entrepreneurial management
• idea generation
• idea screening
• startup management.

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