Innovative Software Development and Project Management

Framework for Technology Startups

SONG-KYOO KIM

ABSTRACT

This paper provides a new process which integrates an inventive problem solving method
into one modern software development program, making it part of the software development
process. The research question is how to improve software development process which tech
startups could adopt with minor project management skills. The Systematic Innovation
Mounted Software Development Process, a combination of Agile and Systematic Innovation,
provides an alternative development process which is targeted to adapt idea generation into
software products. The intuitive project management framework helps technology driven
companies to manage their software projects more effectively. The implication and aim of
this research are providing the guideline to help the entrepreneurs for managing their project
properly. The Systematic Innovation model helps to generate new ideas and innovative ways
to solve problems with the collaboration with the existing Agile model. The new software
development process and associated techniques could impact the current software
development industry significantly, especially software startup companies, because these
powerful tools can help reduce managerial workloads of the companies and give them more
time to remain focused on their key technologies.

Keywords – Software development process; systematic innovation; agile process; software

process improvement; TRIZ; TIPS; technology startup; project management; lean software
development;

1. INTRODUCTION

In the modern era, a software is complicated and required for the innovation. The
development process has evolved to cover the wide range of software applications. The paper
provides the enhanced software development process for the recent software industry which
is one of the most rapidly growing industry sectors. In addition, software development startup
companies in this industry are the main economic foundations of most countries in the world
(Wang and King, 2000). Because of the above reasons, improvement of the software
development process within a short product lifecycle under low costs has been targeted to
maintain minimum quality. A software process framework is required to build high quality
software (Pressman, 2001) even though it is also well known that there is no silver bullet
software development method that fits for all (Sommerville, 2011). Software development
companies have their own cultures, characteristics and target market for their products.
Therefore, one software development process cannot be utilized for all predefined current
development processes. Companies must adapt development processes according to their
own protocol based on needs and contexts. In addition, there are natural conflicts between
delivery time, the cost and quality that impact the software development process (Pressman,
2001). The modern software process still strives to maintain a certain level of quality over

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efficiency. Some research indicates that repairing after software product launch could cost a
hundred times more than removing the problem during the initial phase (Pressman, 2001).
Therefore, software development processes need to be continuously refined and improved,
and Software Process Improvement (SPI) could be one of practical solutions to achieve the
software enhancement. SPI is a systematic procedure for enhancing the performance of the
development process by changing the current process (Sommerville, 2011). It also includes
driving the implementation of changes to that process to achieve specific goals such as
increasing development speed, achieving higher product quality or reducing costs. Someone
who leads SPI must understand the methodologies and the tools to be adapted within the
current circumstance and understanding the state of practice and process improvement
initiatives accordingly (Adolph, 2012). SPI has been applied to various areas of software
development sectors. Electronic commerce software development has different requirements
than a conventional system of software development (Gruhn and Schope, 2002). SPI can be
applied to a highly integrative electronic commerce system development project, to avoid the
danger of failing the entire project. SPI could include new activities in the development
process, and removing some of them as well (Gruhn and Schope, 2002). Some researchers
provide guidelines to engage software process improvement for small and medium
companies by analyzing critical SPI requirements (Sulayman and et. al., 2014). Even though
there is some research for SPI models targeted for small and medium companies, there are no
dedicated SPI models for technology startup companies which have smaller numbers of
employees who utilize a rapid software development cycle. In addition, the current SPI
models are mostly targeted for large companies and the models are not suitable for small
sized companies (less than ten persons) because these models are expensive and complicated
(Kim, 2010). Recently, some researchers have contributed modified SPI models that apply to
both small and large sized companies by a competitive advancement strategy (Cater-Steel,
2004). Lean has also been adopted into the software development process by using some
main principles from the original Lean manufacturing process (Poppendieck, 2003) and it is
suitable for the technology startup companies that developing software products. As literature
studies show, SPI implementation is an effective approach for software development process
enhancement. In this recent environment of rapid change and development, the software
industry generally requests that the development process should be more flexible to reflect
changes during developments. Even though software development favors the Lean process,
recent trends in the software sector indicate that products should be more innovative and
appealing for consumers. Uniqueness of the software sector keeps changing due to
competitive business environments, the organizations and cultures. Basically, it evolves
within different development environments and the development process should evolve
accordingly, which translates to more flexibility and innovation. This paper proposes newly
integrated frameworks by using systematic innovation for software development and its
project management, which has never been introduced before. The lean and compact SIM-
Process to be integrated on the existing agile development process has no side effects or
overload. Consequently, the Systematic Innovation process is suitable for software startup
companies because the companies are small and lean.

In this research, it is tried to presents a combination of the systematic innovation with

software development process that is suitable for dynamic development environments. The
proposed development process (Systematic Innovation Mounted Process) is conceptually
similar with the Agile and the Lean process but it is designed for the innovative activities
including the story producing and the user experience (UX) design. After explaining the
Systematic Innovation Mounted Process, two study cases (Com2Us mobile game, web

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service developments) for software developments are introduced for showing how this new
process and the project management framework could be applied into technology based
startup companies. The main research method is a qualitative analysis based on the related
documents and the interviews with professionals in this area.

2. THEORETICAL FRAMEWORK AND RELATED LITERATURES

The software development process is often considered as a subset of a systems development

lifecycle (SDLC) for developing software products. There are several models for processes
that describe approaches to a variety of tasks and activities that take place during the
procedure.
Generally, the system development lifecycle is a broader term and the software development
process is a more specific term. The software lifecycle typically includes the following steps:
requirements, analysis, design, construction (or coding), testing (validation), installation,
operation, and maintenance (Cohen and et. al, 2010). The international standard for software
lifecycle (ISO, 2017) has mentioned that many software development processes fit the spiral
lifecycle model from the system development lifecycle model. Agile software development is
also adapting the spiral cycles (recursive, iterative) for enhancing the development process.
Agile software development, based on iterative and incremental development, is practical for
startup companies. Agile development processes were introduced in the 1990s, to minimize a
process bureaucracy by removing unnecessary milestones because of the administrative
workloads (Conboy and Morgan, 2011). Agile software development is targeted to deliver a
software product quickly to consumers, who could also propose new business requirements
into products.

This philosophy behind agile methods is reflected in the Agile manifesto which values
individuals and interactions, working software, customer collaboration and responding to
change (Conboy and Morgan, 2011). The philosophy of Agile Software Development is core
in the reality of current markets. The emergence of agile software processes attempts to deal
with issues introduced by rapidly changing and unpredictable markets (Highsmith and et. al,
2001). Exploring each value helps us to understand the philosophy of the agile process and
activities to apply the philosophy, to enhance software development--aligning with the latest
volatile markets. Feature Driven Development (Stephen and et. al., 2002), Scrum (Cohn,
2009), Extreme Programming, Crystal, Dynamic System Development Method (Stapleton,
2003) and Adaptive Software Development (Highsmith, 2000) are common software
development methodologies that are aligned with the values of Agile Software Development
(AL-Taani and Razali, 2013). In the view of organizations, agile development activities are
suitable for small, co-located, dedicated and highly collaborative teams (Boehm, 2002; Nerur,
et. al., 2005).

In general, agile development is regarded as the extreme opposite of Waterfall development.

In the Agile process, a series of these processes are repeated, known as reputation
development (Furugaki, 2007). There are some variances of the Agile development processes,
which usually starts with Planning phase and defines Requirements, Design, Implementation,
Testing (and Integration) and Evaluation (see Figure 1) phases. It has several recursive cycles
(iterations) between Design and Testing and Integration phases. Once all requirements are
determined as actual implementation during the Evaluation phase, the project is completed
(Product phase). The recursive cycle (Design; Implementation; Testing and Integration) is a

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minimum set of the development cycle, executed daily. A Daily-based Scum framework is
commonly applied for this recursive cycle (Cohn, 2009). Scrum is a flexible and holistic
development strategy that is an iterative and incremental agile software development
framework where a development team works as one unit to reach a common goal (Cohn,
2009).

Figure 1. Agile software development process

Systematic Innovations (SI) is a structured process and the set of practical tools for new idea
generations and application to technical problems, including software implementation issues
(Terninko and et. al, 1998). The tools of Systematic Innovation have been widely used for
technical breakthroughs and system improvements (Petkovic and et. al, 2013).

In general, problem solving and innovation processes which include 6-sigma, Lean Thinking,
IDEO process, ARIZ (Algorithm of Inventive Problem Solving) and SI (Systematic
Innovation) usually contain one or several task blocks (also called phases) to generate and
implement new ideas and solutions. This phase approach of innovation method provides
check points to use inventive problem solving tools more effectively. An 8-step phase
approach is widely used in the systematic innovation process (C2C Solutions, 2016), however
a 3-step phase process is used for mounting with the existing Agile processes in this research.
This 3-step process for Systematic Innovation has recently been introduced for those who use
complicated problem solving tools with ease. This 3-step process is simple and easy to use,
even for beginners. A detailed description of each step for Systematic Innovation is as
follows, adopted from Kim (2015):

Step 1: Problem Identification:

Throughout this step, users identify shortcomings in their idea generation and problem
solving capabilities. This step identifies the What-I-Want (WIW) that is key for
formulating the problem. This step is similar with the value identification in Lean
Thinking (Womack and Jones, 1996). ENV (Element-Name-Value) model in OTSM
(General Theory of Powerful Thinking)-TRIZ (Khomenko and Guio, 2015) and RCA (Root
Cause Analysis) are typical inventive problem solving (TRIZ) tools used during this step.
In some business development problems, a good definition may lead to immediate

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 identification of possible solutions. This step acts as a preliminary process for making
the problem simple and clear, through the use of several systematic innovation tools.

Step 2: Problem Solving:

The problem-solving step moves to generate the concept solution starts from the
formulated problem during the problem identification step. Most of TRIZ tools, such as
the 40 Inventive Principles, Substance-Field model with 76 Standards (Domb, 2003) and
ARIZ (Altshuller, 1989), are applied in the Problems Solving step. While the tools are
mostly adapted from the TRIZ method, a user could adapt tools from other methods
such as Lean Thinking and Six-Sigma.

Step 3: Evaluation and Prototyping (Concept Design and Evaluation)

This step helps idea generators to choose the most suitable solutions for
implementation from among numerous possible solutions generated. Selection of the
candidate solutions and actual implementation are in this last step. Based on the
concept solutions, users can develop prototype solution to be applied in the problem
situations.

The Systematic Innovation method can be iterative as it is a set of continuous evolving tools
that improve the ability to solve problems. TRIZ (TIPS; Theory of Inventive Problem Solving)
is the most powerful tool set for Systematic Innovations (Altshuller, 1996; Domb, 1999;
Grace and et. al., 2001). In addition, the SI methods can be easily collaborated with Lean
Thinking and Six-Sigma activities. For instance, tools in the Problem Identification phase can
replace tools in the Value Identification phase during Lean Thinking activities (Womack and
Jones, 1996), which is similar to the first phase of the agile development process. Tools in the
Problem-Solving phase can also replace the tools for the Design (Optimize) phase in Design
for Six Sigma (DFSS) activities (Breyfogle, 1999) (see Figure 2). Systematic Innovation is
originally targeted to solve engineering problems but the method has expanded to various
areas included in new software development (Kim, 2010; 2011; 2012; 2016).

Figure 2. Systematic Innovation process

The Agile process introduces the idea of simplicity. The more effort needed to find required
information, the more effort is needed to keep the information up to date (Nokes and et. al.,

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2007). Agile software development fits well in terms of flexibility to reflect the requirements
from astute customers. The innovative properties of software products have become a
mandatory factor for success in business under uncertain circumstances. Software companies
need to think differently to generate new ideas that appeal to customers. Adapting distinct
innovation processes that can be widely used by world-leading companies could be one way
to move for delivering innovation into products. DeepDive (IDEO), Lead User Research (3M)
and Design Thinking (Apple) are well known innovation processes that have been adapted
and are being used by various companies. Integrating an innovation process into an existing
software development process is not an easy task. The innovation process must be lean
enough to avoid associated side effects, confusion, and overload during the integration.
Consequently, the innovation processes mentioned above might be not applicable for
software startup companies due to characteristics of the companies, which are small and lean.

The project management role is vital and project management for software development is
also a critical factor for success. Project management is the process and activity of planning,
organizing, motivating, and controlling resources, procedures, and protocols to achieve
specific goals in scientific or daily problems (Meredith, 2011). A project is a temporary
endeavor designed to produce a unique product, service or result with a defined beginning
and end (usually time-constrained, and often constrained by funding or deliverables) (Nokes
and et. al., 2007), undertaken to meet unique goals and objectives, typically to bring about
beneficial change or added value (Dinsmore and et. al., 2005).

Figure 4. Agile project management diagram from Planbox (2012)

3. PROPOSED METHODS FOR SOFTWARE DEVELOPMENT

3.1 Systematic Innovation Mounted Software Development Process

Systematic Innovation can be adapted to the agile development process to implement the
software innovatively. Systematic Innovation Mounted (software development) Process
(SIM-Process) is a framework to help developers to generate more innovative ideas
systematically. Some steps in the software development are required to create something new
and it requires to use the innovative problem solving skills. The SIM-Process could be
adopted for these type of steps including the (story) idea generation and the graphic design
especially for mobile game developments.

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 Figure 3. Systematic Innovation Mounted software development process

The general procedure of a SIM-Process is like an Agile software development processes

except for some phases in the agile process. Requirements, Design, and Implementation
phases in the agile process are replaced with Problem Identification, Problem Solving, and
Concept Design phases in the SI method (see Figure 3). Sometimes, software development
requires to be generate new idea innovatively. The SIM-Process is suitable for developing the
new idea in the different perspective and it is really handy to be attached with atypical
software development process like the Agile process. Beside of the Systematic Innovation,
other components of the software development are the same as an existing software process.
The SIM-Process could be adopted under the exact same setups including the setups of
human resources, time managements for daily scrum, the release and sprint plans, and
development roadmap. The SIM-based software development is newly introduced in this
paper, but the Systematic Innovation process has been widely used for high level feature
design and user experience design in the software development (Kim, 2010; 2011; 2012;
2016). It is very practical for high level conceptual programming that mostly requires
innovative ideas but it is rarely applied in practice because there is no integrated framework
to merge various concepts and tools at once.

3.2. Intuitive Project Management Framework

The new framework in this paper suggests modules for project management, and the whole
project consists of building blocks as unit modules. Unlike existing project management, the
resources of each task such as duration of the task, number of human resources and costs are
defined into the unit module. So, the project manager can determine workloads by counting
number of the unit modules in the project diagram. One unit module is either an Agile
process which contains a whole cycle of the development process or a SIM-Process which
contains a whole process for idea generations. The resource usage (duration, human resource,
and cost) of one SIM-Process module is assumed to be the same as what an applied agile
process module is (see Figure 4). For instance, the project manager determines one agile
process module of five daily iterations as one unit, which means one unit module is
completed within one week (assume one week as five working days; α=5). Sometimes the
project manager needs to split the project into several sub-projects (splitter) and vice versa
(integrator). The project manager may need to reconsider the whole project even if in the
middle of the development (checker) phase because of changing requirements. This set of

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new project management planning requirements is built, based on various circumstances of
the software development process (see Table 1). Each module is one single block and a
project manager can build up the software development process by adding these modules (see
Table 1).

Table 1. Module set of software development project

4. CASE STUDIES

4.1. Com2Us: Action Puzzle Family

Com2uS has been a leader of the mobile game industry since its inception in 1998 and the
company built its reputation as the number one mobile games provider in South Korea (Kim,
2014). Com2uS was a successful developer of many premium titles. The name of Com2uS
remains as the leader in the mobile game industry even though the company merged with
Gamevil in 2013.

Action Puzzle Family (AFP) is in the form of delightful classical easy puzzle games. This
game tittle has been known as one of the popular Freemium casual games, which has more
than six million users of eight puzzle games (Com2uS, 2014). The goal of the game is
collecting all puzzle pieces to move the family into a house with wacky features and each one
of the eight eccentric puzzle games has a different theme. The AFP game project started in
June, 2006 with 10 members, including a producer and software developers that lasted until
the end of the project, August 2007. The APF was developed by a small group (less than ten
people in total) and the process was flexible than the general Com2uS development process
(Figure 7).

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 Figure 7. Development plan for Action Puzzle Family

According to Com2uS case research (Kim, 2014), idea generation and graphic design phases
are required for generating the new and fresh ideas; the SIM-Process module might be
suitable for this process. In the general Com2uS development process, bug-fix tasks before
starting alpha and beta testing phases are mandatory. The APF project could be described by
using the intuitive project management framework more effectively and two steps are
required for creative problem solving skills. So, the SIM-Process is applied into these two
steps which are the Idea Generation and the Graphic Design (see Figure 8).

*) Based on the pre-defined functions (Table 2),

**) Assume the human resources are not limited
Figure 8. Institutive AFP project planning diagram

The APF producer could determine the unit of modules and four parameters (X, Y, Z and α)
during the project initiation. The values of the parameters (X, Y, Z and α) are as follows:
• X = 1 [week]
• Y = 1 [month]
• α = 4 [weeks/month].

The duration of the integrator before the strategic decision meeting is calculated as follows:

2 ∙ (2 − 1)
Z(𝑋, 𝛼, 𝑛) = 𝑍(1,4,2) = 𝑅𝑜𝑢𝑛𝑑 (1 ∙ )=0
2∙4

9
and duration of the integration completion is less than one month (0*; 1 week). Three
checkers of the project include, the moment to check if the APF project is worthy enough to
complete based on the current plan (the project could be dropped at this moment). The APF
project planning was also assumed that each member in the project was a highly-skilled
programmer or engineer and each task may have different members. The APF project
diagram (Figure 8) instantly shows that the project would takes 6 months and 1 week with 14
developers (2 members 7 exclusive tasks) by simply counting the number of 1s and 0*s (5
months and 5 weeks = 1+0*+1+1+0*+0*+1+0*+1+0*).

The APF project case has been used to demonstrate how the SIM-Process could be applied
into the mobile game software. It is noted that the SIM-Process could be more practical when
it is applied into simpler software development. The next case is a SIM-Process application
for another software development process which is simpler than the APF project.

4.2. Web Based Service Development

Online shopping services are one of many typical web-based services that are popular targets
for small sized startup companies as service providers, because a lot of commercial and free
web hosting servers are available and the development toolkits are well-supported, even for
individual software developers. Many applications for smartphones and Internet (web-based
applications) have been launched and are growing very fast in the current high tech industry.
These web-based services include online shopping malls, blog services, social network
services and even official company websites. Since these types of service (or software)
developments are well established, a typical development process for web based software
(i.e., web pages with multiple applications on a hosting server side) could be observed as an
industry practice and its project planning can be visually represented as the following (see
Figure 5):

Figure 5. General Web based software development plan

One of the difficulties as a project manager, (duration and resources of a project is already
hard to be determined until the planning for each task is completed) is to accurately evaluate
needs and timeframe for each task, because each task has different resource usages and
different size of workloads. A unique attribute of a modern software development is how
quickly the process moves and how short the product life cycle is, like web service
applications. Requirements are constantly changing, even in the middle of development and
small groups (less than ten persons) may be involved in the whole project--especially in
startup companies. The general web-based service development plan could be described by

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using an intuitive project management framework. A project manager determines the unit of
modules and two (Y and α) or four variables (X, Y, Z and α) for project initiation. One unit
duration of an agile module is one week (Y=1[week] which is equivalent to 5 days) and
contains five daily scrums (X=1[day]), and one week contains five working days (α=5) with
two to three members as one unit. Based on the above setup, the development process
diagram could be as follows:

*) Based on the pre-defined functions (Table 2),

**) Assume the human resources are not limited
Figure 6. Project diagram by using the intuitive project management framework

As an industry practice, it is assumed that each member in the project is a highly-skilled

programmer and each module might have different members. The diagram in Figure 6 shows
the project takes 4 weeks and 1 day (=1+1+0*+1**+1*+0) with 12 developers (3 members 4
exclusive modules). The duration of all modules is calculated based on the predefined
functions in Table 2.

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 Table 2. Parameters and pre-defined functions for the module set

The duration of both SIM-Process modules and Agile process modules is 1 week (i.e., the
value of Y). There are two integrators in the diagram (see Figure 6) and the duration of each
integrator is calculated as the following:

3 ∙ (3 − 1) 3
𝑍1 (1,5,3) = 𝑅𝑜𝑢𝑛𝑑 (1 ∙ ) = 𝑅𝑜𝑢𝑛𝑑 ( ) = 1,
2∙5 5
2 ∙ (2 − 1) 1
𝑍2 (1,5,2) = 𝑅𝑜𝑢𝑛𝑑 (1 ∙ ) = 𝑅𝑜𝑢𝑛𝑑 ( ) = 0.
2∙5 5

The duration of first integrator (Z1) which has 3 nodes is one week (five days) and the
duration of second integrator (Z2) which has 2 nodes takes 1 day (noted as 0*). The values of
the parameters (X, Y, Z and α) could also be determined independently by the project
manager but it requires additional workloads just for planning. The position of the checker is
the moment to evaluate whether or not the project is worthy to complete based on the current
plan. In the worst case, the project might be terminated or the project may be significantly
changed. It may not be applicable for general project plans such as construction or
automotive manufacturing, but it is very practical for software development projects,
especially consumer-targeted applications by small-sized companies.

Even though technology driven startup companies may begin as a small group which has less
than ten persons, project management is still one of the mandatory skills for business success.
In a typical startup company, one person might have multiple roles as a developer, project
manager and marketer at the same time. These companies usually do not have enough human
resources for assigning project management roles independently, however effective
management of projects is as critical as product development. This framework provides the
building blocks for intuitive project planning, especially for software development projects. It
provides the flexibilities of innovative software development by using the SIM-Process.
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5. FINDING AND RESULTS

The software development process is becoming more complicated because customers want
more innovative and attractive products. The paper has provided a new process which
integrates an inventive problem solving method into one modern software development
program, making it part of the software development process. The implication of this
research provides the guideline to help the entrepreneurs for managing their project properly
because the Systematic Innovation model helps to generate new ideas and innovative ways to
solve problems. The SIM-Process provides alternative approaches to create new ideas for
adapting to innovative software products. In addition, the new project management
framework helps technology driven companies to manage their projects intuitively.
Unfortunately, to apply this new framework, each individual member requires having enough
knowledge of either one of processes (Agile or Systematic Innovation) and project leaders
might be advised to understand the minimum skill sets for project management. Otherwise,
each module in the project may not be completed on time, which could lead to project delays.

6. DISCUSSION AND CONCLUSION

The practical cases, which could adopt the SIM-Process and the intuitive project management
framework, demonstrate how these innovative methods can be applied into real project
management scenarios. Actual adaptation of the SIM-Process with managing a whole project
by using the institutive framework could be future research implication for the practices. The
practical techniques in this paper could impact the current software development industry
significantly, especially for software startup companies, because these powerful weapons
could effectively lean down the managerial workloads of companies and make them stay
focused on their core assets.

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