It is amazing to think how may sales opportunities are missed every day. An example: Maastricht, Ignition’s business location, lies at the heart of the Euroregion. A huge market is available right over the border, but the border seems to present a formidable barrier. "Unjustly so", says Annemiek Groen, managing director of Ignition. "It is relatively easy to adjust advertising material to the language and culture of another country. Updated databases and good timing do the rest. Take, for example, kitchens; in Germany they are about 30% cheaper than in the Netherlands. Strange as it may seem, I hardly receive any information about this as a resident of Maastricht. And if I happen to receive something, it’s a folder in German that cannot compete with Dutch advertising.