Creating new product market combinations Marketing is not solely marketing communication; in fact it starts with finding market (niches) against company potential while quantifying risk and benefits. All gathered in a business plan and business cases. Aiming to create a vision that appeals to heart and mind.

Examples of designing succesful product market stategies: Creating the new brand for Online banking Freo (Rabobank Group/De Lage Landen), Entering the new market segment SME in the utility sector (Dong Energy), Creating a E-commerce roadmap covering back-office to end-customer (Essent)