Many manufacturing companies are suppliers that deliver unique solutions to different business customers. Intense quotation work, with a high demand on accuracy and quick response, and development projects executed in close collaboration with customers and other actors characterize these companies. The projects can run for years or a few weeks depending on the business. Changes of requirements are frequent and technology development required for improved functionality, sustainability and competitiveness. The use of a product platform has been acknowledged as a strategic enabler for product family development and mass customization. However, companies struggle with adopting the common platform approach building upon pre-defined modules and components as it constraints the fulfilment of unique customer requirements and the introduction of new technology at high pace. This work reports the results from case studies conducted in collaboration with four companies. They are in many ways different but face the same challenges when it comes to customization, fluctuating requirements and need of high pace in technology advancement. The focus of this paper is on their initial states; including how they work with their product concept before the customer entry point, the work that is initiated when an order is accepted, the character of requirements and the adoption of product platforms. Criteria on, and identification of, new platforms models, termed Design Assets, are presented followed by a mapping to the Design Platform concept pointing out areas upcoming work, both scientifically and at the companies.