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In the intense business competitive situation of today, it is an important theme to improve software development productivity and shorten a software development period. There is product line software engineering (PLSE) as technology to contribute to this theme. However, many types of problems are thought to start adoption of PLSE. Not only economical issues, technical issues, and project risks, but also issues related time to market during core asset development, are identified. This paper address the problems which are identified at a project initiation phase in the PLSE startup organization which usually develops a new product's software by modification and discuss some ideas to deal with theses problems.