The arrival of an idea is followed by developmental period , during which the entrepreneur or creative person puts substance to the notion they come up with . The amount of time and effort at this early stage varies with the degree of technology contained in the idea. If there is little or the entrepreneur is obtaining a franchise or ranging for a license to produce a product, the period is fairly short and so complicated. But in the case of new technology, is requires much more an investment in time, money and resources. Figure 9.4 sets out the scope of intellectual development required with the three concept or idea variations.