Olivier Gast likes using the term ‘strategic marketing’ to validate the feasibility of the concept on the market. 25 years of experience as a consultant are an essential part of his know-how and his reputation in the franchising and distribution sectors.

It is important to know whether the concept meets all the elements of differentiation and innovation needed to create the famous ‘consumer craze’ for a period long enough to claim having identified a new niche and proceed to conquer through the "repetition".

For example, in the florists’ business – “Le Bouquet Nantais”, “Monceau Fleurs”, “Le Jardin des Fleurs,” “Rapidflore” have created a new niche in claiming to sell to consumers all ready bouquets in self-service.