Résumé
Considering the collective nature during the launching process of an innovative company, this paper discusses the opportunity to integrate the potential customer before the creation of a company, "ex ante creation". Two types of action can be carried out. First of all, during the project definition both from a technical perspective (to clarify the features of the product) and from a commercial point of view (to define the implementation of the commercial activities), and later on during the adoption phase of the product by the clients through interactions with a community network. This paper uses the results of experiments carried out through the use of a community network platform. It represents potential customers; these clients are mobilized in a co-construction process of innovative products. They attend all the long chain steps of the products on the market (from the manufacturing to the end users including the distribution process). This paper highlights the practical terms of end users solicitation through potential and committed customers communities, by exploring the entrepreneurship, customer orientation and "crowd" theories. This paper underlines the interest of a co-construction approach and co-questioning of the product and the service by users through the mobilization of a community of users in a collaborative logic. The extension of this research paper opens the issue for further research on enterprise creation models by integrating virtual enterprises as "netups".