3. Illustration of the approach

To illustrate this, we'll look at the case of a company specializing in the 100% plant-based formulation of hygiene and cleaning products. This SME offers alternative products to synthetic-based detergents, thus differentiating itself in a highly competitive sector. It focuses on formulation, preferring to source biobased ingredients from agro-industry manufacturers. The brand developed by this company has an international presence, mainly in Europe. The company sells its products on a B to B (Business to Business) and B to C (Business to Consumer) basis. It has filed three patents: two on biocides and one on water-solubility.