This graduation thesis focuses on examining the possibilities of developing a mix your own (MYO) concept, as part of a project initiated by FrieslandCampina. FrieslandCampina developed a new route to market, focusing on teenagers and young adults in the emerging middle class of Southeast Asia. The new route to market consists of a dairy-based fruit-flavored beverage, sold using a mobile trolley. A future goal is the development of a MYO concept in which the consumer can create his or her own beverage by using a smartphone, and order it at the trolley. The goal of this thesis is to get to a basic concept description of the MYO application. From here a project planning is described, followed by a roadmap which gives first insights in possible future developments of the application, after implementation. In July 2014, the first test market for the trolley is going to be launched in Ho Chi Minh (Vietnam). In Vietnam, smartphone and internet penetration is rising, and it is estimated that around 2016, 70% of the target group is in possession of a smartphone. These expanding technological possibilities push the virtual life of teenagers and young adults to the extent of where on- and offline experiences merge. This development is exactly what the complete concept, trolley and application, wants to address. To create a first prototype of the application, a generative session was organized, involving two interaction designers and the project manager from FrieslandCampina. This prototype was developed to be used as stimulus material for multiple consumer focus groups. Next to the development of the stimulus material, a questionnaire was held which focused on retrieving valuable information on smartphone penetration and use of the target group. The main insights were that 50% of the target group is in possession of a smartphone, of which 30% has constant access to the internet, and almost everyone from the target group has daily access to the internet. To gain a better understanding of the target group and product features that should be included in the concept, consumer focus groups were conducted in Ho Chi Minh City together with thorough observations. For the target group, habits like eating and drinking out are very well embedded in their daily lives, which shows the enormous potential of the concept. The result of the focus groups was a set of features that were perceived as very interesting. These features together form the basis of the first version of the MYO application. This includes a part in which the consumer can mix their own drink, based on selecting a flavour and strength of this flavour, selecting the amount of foaming and selecting a topping. Next to that, the possibility to share your creation on social media is something that seem to be highly valued by the target group. Also loyalty and saving programs seems to resonate with the target group, next to the possibility to locate the trolley by using the application. Main insight concerning the value of the MYO application for FrieslandCampina is that the concept shows to be a volume driver, consumers mentioned it to be the reason for repeated purchase. Furthermore, a higher (mostly daily) purchase intention compared to the concept without the application is mentioned by most groups. The use of an application gives FrieslandCampina the possibility to collect valuable consumer data. This consumer data can be used to improve the front- and back-end of the concept over time, and has become a big part of the roadmap content. The front-end can be improved by adjusting the application to the preferences of different consumer groups, based on similarities between customers that have used the system previously. The back-end can be improved by directly implementing the data gathered by the application and trolley in the Enterprise Resource Planning (ERP) in order to develop a responsive supply chain which reacts better on fluctuations in demand. To achieve the above, three main topics need to be integrated in the organization of FrieslandCampina: managing the content management system of the application, integrating the consumer data in front-end and back-end of the concept and analyzing real time consumer behavior through social media. These topics are integrated in a project planning, which shows the basic steps during development of the application, to get to implementation. The main goal of the roadmap is for the concept to become embedded in the daily life of the target group. The roadmap consists of four basic steps, of which the first is the launch of the basic application. The second to fourth step are based on new information gathered in time, described below. The second step, extending the product by improving preferred features and personalizing the application per user group, can be taken if similarities based on demographic customer data are mapped and user groups are defined. Through social media, activities of consumers are monitored, and insights are gathered on online behavior, resulting in a deep understanding on community behavior concerning the MYO concept. This can be used for the third step, which focuses on building a strong on- and offline community. Combined mapped consumer data and social media behavior insights result in know-how on how to engage the consumer in a sympathetic way. This can be used to engage in time and place bound conversation with the target group, the last step of the roadmap. By implementing the basic application developed during this project, and develop the organization in a way the roadmap can be carried out as planned, embedding the MYO application and trolley concept in the daily lives of the target group will have a higher chance of becoming a commercial success. Furthermore, it can function as a first pilot in which real time consumer data is used to improve products and businesses. For FrieslandCampina to create more products like this and focus more on generating and analyzing consumer generated content on social media can be part of their future digital strategy and can improve profit over al business segments.