The JPL Innovation Foundry was created to help NASA principal investigators conceive, develop, and propose new mission concepts. It provides stable and tailored support methods at each stage of formulation, on-demand access to technical and programmatic experts, optimized facilities, and lessons learned from past missions. The support environment has evolved to meet new challenges including more competition, complex missions, limited resources, and higher technical standards for proposals. The Foundry offers various infrastructure elements to help PIs strengthen concepts and develop competitive proposals.