We conceptualize the front end in non-assembled product development to be iterative and experiment-based, consisting of three sub-phases: informal start-up, formal idea-study, and formal pre-study. Although some key activities are shared with the front end activities in assembled product development, literature reviews, anticipating requirements of customers’ production processes, analysis of raw materials, anticipation of scale-up problems, and tests in bench-, pilot plant-, and full scale production represent unique activities. In addition, product concepts were frequently developed in parallel, requiring specification of physical, chemical and structural properties. These findings have implications for increasing the success and quality of front end efforts.