In the best-case scenario, marketing no longer just means marketing products and services, as is the case with the make-and-sell philosophy. It is rather the goal to take a more analytical and thus more targeted approach as early as during the development and establishment of services. In libraries, too, new services can be planned and created taking into account the wishes of defined target groups. The three planning phases – sense, respond and sell – contribute to the success of a new service. There are established tools and procedures in all three planning phases. Using the planned platform for the publication of institutional open-access journals at the Mozarteum University Library as an example, selected analysis steps and tools will be presented.