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| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
Avoid software project horrorAvoid software project horror
storiesstories
Check the reality value of theCheck the reality value of the
estimate first!estimate first!
Harold van HeeringenHarold van Heeringen
ICEAA 2014ICEAA 2014
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
NESMA board member
Nederlandse Software Metrieken Association
www.nesma.org
President ISBSG
International Software Benchmarking Standards Group
www.isbsg.org
IAC member COSMIC
Common Software Measurement International Consortium
www.cosmicon.com
Senior Software Cost Engineer,
Sogeti Nederland B.V.
www.sogeti.com
Harold van HeeringenHarold van Heeringen
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
Software project horror stories – what are they?
The software industry – when will it mature?
Experts – what’s wrong with them?
Why should we do parametric software estimates?
How can we assess the reality value of an estimate?
What should we do to avoid horror stories, or at least
decrease the risk of these to happen?
Questions for our session todayQuestions for our session today
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
Software industrySoftware industry
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
ImpactImpact
Deliver too late: losing
business.
Fail/stop: loss of time,
money, business and still no
solution for the problem that
needed to be solved.
Waste of resources that
could have been deployed
successfully otherwise.
Failing IT projects cost the government 7
billion USD per year
Projects > 10 million USD only 7%
succeeds.
In total, only 30% of IT projects are
successful.
These are tax dollars and one of the
reasons the whole country was in
recession for years.
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
Horror storiesHorror stories
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
Unstable user requirements
• Starting the development too early in the project
• Not enough time spent on requirements analysis
• Users not involved or not involved enough
Unrealistic project expectations
• Usually: only expert estimates (optimistic)
• Pressure to lower cost and deliver faster
• End date is not estimated, but a given
• Duration is an important cost driver!
Two main reasonsTwo main reasons
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
Worst in class software development organizations spend
7,5% of the project budget on requirements
Best in class software development organizations spend 28%
of the project budget on requirements
More effort spent on requirements increases project success!
RequirementsRequirements
Coding and TestingReq.
1,5 hours/FP 17,5 hours/FP
Req. Coding and testing
3,0 hours/FP 7,7 hours/FP
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
Software project industry: low maturity
• Low estimation maturity;
• No or little formal estimation processes;
• No or little use of historical data;
• Customers choose suppliers based on price, not reality.
No reality check before finalizing an estimate! So, many
unrealistically estimated projects actually start!
Results:
• Many failing projects
• Low customer satisfaction rates
Unrealistic expectationsUnrealistic expectations
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
A realistic estimate is one of the most important conditions for
a successful project.
The estimate is the basis for:
• Business case;
• Planning;
• Proposal (outsourcing: fixed price / date);
• Financial result of the project… and the organization;
• Claiming and releasing of resources;
• Alignment between IT and business / customer;
• Progress reports / dashboards;
• The feeling of the team and the stakeholder.
Without a realistic estimate, the project is likely to fail!
Why do we need realistic estimates?Why do we need realistic estimates?
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
It’s hard to accurately estimate software projects:
• Software is hard to measure, because intangible;
• Technical environments change all the time;
• Software companies are not mature enough to measure performance
and store the metrics of completed projects;
• Software companies don’t use data of completed projects in new
estimates;
• The estimate often has to be finalized before the requirements are fully
known;
• It’s hard to estimate whether requirements will change, how much they
will change, to factor this in the estimate and to explain this.
• It’s hard to estimate which technical challenged have to be solved during
the project;
• …
Software estimation is hardSoftware estimation is hard
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
The effect of underestimationThe effect of underestimation
Non-linear extra costs
-Planning errors
-team enlargement more expensive, not faster
-Extra management attention / overhead
-Stress: More defects, lower maintainability !!
Linear extra costs
Extra hours will be used
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
Two types of software estimation
• Expert estimate (Bottom-up / WBS)
• Parametric (Top-down / methodical)
Expert Estimate
• Technical specialists
• Bottom-up, effort estimate for activities identified (WBS)
Parametric estimate
• Based on size and historical data
• Use of Parametric models
Two types of project estimationTwo types of project estimation
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
Bottom-up , assign effort hours to work items, based on knowledge and
experience
Advantages:
• Always possible to do and relatively easy;
• Experts ‘see the bears’.
Disadvantages:
• Forgotten activities (testscript reviews. …);
• No good foundation of the estimate, very subjective;
• The expert is not going to de all the work (who will ?);
• How expert is the expert? (projects are unique);
• Experts don’t take into account duration, team size, etc.;
• Experts don’t assess the reality value, no real use of history.
Expert estimatesExpert estimates
Result: expert estimates are optimistic, on
average 30% underestimation.
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
The effect of underestimationThe effect of underestimation
ExpertExpert
EstimatesEstimates
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
Top-down, based on size, historical data and parametric models
Advantages:
• Objective, repeatable, verifiable, risk;
• Scenario analysis: duration, team size, % confidence.
Disadvantages:
• Requires a certain maturity level of an organization;
• Measurement and analysis of completed projects;
• Investment in expertise and tooling;
• Documentation requirements – must be possible to measure;
• Knowledge about estimation parameters is necessary.
Result: realistic estimate, scenario’s, risk profile.
Parametric estimatesParametric estimates
Are these really disadvantages?
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
Parametric estimatesParametric estimates
ParametricParametric
EstimatesEstimates
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
Many projects start with optimistic estimates
• Organizations that use only expert estimates;
• Outsourcing: suppliers don’t use parametric estimation;
• Outsourcing: customer selects lowest price;
• Business / Customer: pressure to deliver faster and cheaper;
• Final estimates have to be made based on incomplete requirements;
Software horror stories are a common phenomenon
• But many can be avoided by using parametric estimates
• Or at least perform a reality check of the estimate!!
Estimates in practiceEstimates in practice
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
Basic estimation modelBasic estimation model
measuresmeasures
risk analysisrisk analysis
risksrisks
consequencesconsequences
sizesize
hours/costhours/cost
(provisional)(provisional)
hours/costhours/cost
(attuned)(attuned)
influencesinfluences
productivityproductivity
ToolsTools
FPAFPA
HistoricalHistorical
datadata
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
Most important input parameter is size.
The two most used size units for software are:
Technical size – slocs
• Has to be guessed / not possible to measure upfront
• More slocs is good / bad? Who needs slocs?
• No standard;
• Slocs cannot really be compared between technical environments.
Functional size – function points
• Can be measured upfront (fairly accurately);
• More function points means more functionality;
• ISO/IEC standard;
• Independent of technical environment.
SizeSize
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
All effort estimates can be broken down to these components:
• Size (Unit of Measure)
• Productivity (effort hours per UoM)
• Adjustments (informed decisions about the specific project)
When this is done, it becomes possible to perform a reality
check based on historical data.
• Company data
• Industry data
Estimate breakdownEstimate breakdown
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
International Software Benchmarking Standards Group
• Independent and not-for-profit;
• Full Members are non-profit organizations;
• Grows and exploits two repositories of software data (in .xls):
• New developments and enhancements (> 6000 projects);
• Maintenance and support (> 1200 applications).
Everybody can submit project data
DCQ on the site / on request (.xls)
Anonymous
Free benchmark report in return
ISBSGISBSG
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
Mission: “To improve the management of IT resources by both business
and government, through the provision and exploitation of public
repositories of software engineering knowledge that are standardized,
verified, recent and representative of current technologies”.
All ISBSG data is
•validated and rated in accordance with its quality guidelines
•current
•representative of the industry
•independent and trusted
•captured from a range of organization sizes and industries
ISBSG industry dataISBSG industry data
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
Reality check of an estimate
1.Break down the estimate
• Size
• Productivity
• Adjustments
2.Select a relevant peer group in the historical database
3.Analyze the productivity of this peer group
4.Define the ‘reality zone’
5.Assess whether the estimate is in the reality zone
• If yes, the estimate is probably realistic
• If no, the estimators have to explain why
Performing a reality checkPerforming a reality check
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
Project X
Technical environment: Java
Effort estimate (by team of experts): 2000 hours
No risk adjustments made
Breakdown:
1. Functional size: 411 function points (IFPUG)
2. Productivity: 2000/411 = 4.9 hours/FP
3. Adjustments: 0 hours
ExampleExample
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
ISBSG ‘New Developments & Enhancements’
Select a relevant ‘peer group’
Data Quality A or B
Count approach: IFPUG 4.x or NESMA
Primary Programming Language = ‘Java’
300 FP < Project Size < 500 FP
Select relevant peer groupSelect relevant peer group
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
488 projects selected
Productivity Analysis:
Reality zone: Percentile 25 – Percentile 75
Data analysisData analysis
Productivity h/FP
Minimum 0.1
Percentile 10 4.5
Percentile25 6.7
Median 9.8
Percentile 75 15.4
Percentile 90 21.6
Maximum 78.3
Average 14.2
Estimate project X: 4.9 h/FP
Not realistic !!
| READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS
• Accurate software estimation is hard;
• Optimistic estimates result in failing projects;
• Most organizations only use expert estimates;
• Expert estimates usually result in optimistic estimates;
• Performing reality check using historical data is easy.
Strong recommendation:
Conclusions & recommendationConclusions & recommendation
Always perform a reality check to decrease the risk of
horror stories !!
25th anniversary25th anniversary
2014.iwsm-mensura.org
October 6-8, 2014

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Avoid software project horror stories - check the reality value of the estimate first

  • 1. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS Avoid software project horrorAvoid software project horror storiesstories Check the reality value of theCheck the reality value of the estimate first!estimate first! Harold van HeeringenHarold van Heeringen ICEAA 2014ICEAA 2014
  • 2. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS NESMA board member Nederlandse Software Metrieken Association www.nesma.org President ISBSG International Software Benchmarking Standards Group www.isbsg.org IAC member COSMIC Common Software Measurement International Consortium www.cosmicon.com Senior Software Cost Engineer, Sogeti Nederland B.V. www.sogeti.com Harold van HeeringenHarold van Heeringen
  • 3. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS Software project horror stories – what are they? The software industry – when will it mature? Experts – what’s wrong with them? Why should we do parametric software estimates? How can we assess the reality value of an estimate? What should we do to avoid horror stories, or at least decrease the risk of these to happen? Questions for our session todayQuestions for our session today
  • 4. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS Software industrySoftware industry
  • 5. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS ImpactImpact Deliver too late: losing business. Fail/stop: loss of time, money, business and still no solution for the problem that needed to be solved. Waste of resources that could have been deployed successfully otherwise. Failing IT projects cost the government 7 billion USD per year Projects > 10 million USD only 7% succeeds. In total, only 30% of IT projects are successful. These are tax dollars and one of the reasons the whole country was in recession for years.
  • 6. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS Horror storiesHorror stories
  • 7. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS Unstable user requirements • Starting the development too early in the project • Not enough time spent on requirements analysis • Users not involved or not involved enough Unrealistic project expectations • Usually: only expert estimates (optimistic) • Pressure to lower cost and deliver faster • End date is not estimated, but a given • Duration is an important cost driver! Two main reasonsTwo main reasons
  • 8. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS Worst in class software development organizations spend 7,5% of the project budget on requirements Best in class software development organizations spend 28% of the project budget on requirements More effort spent on requirements increases project success! RequirementsRequirements Coding and TestingReq. 1,5 hours/FP 17,5 hours/FP Req. Coding and testing 3,0 hours/FP 7,7 hours/FP
  • 9. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS Software project industry: low maturity • Low estimation maturity; • No or little formal estimation processes; • No or little use of historical data; • Customers choose suppliers based on price, not reality. No reality check before finalizing an estimate! So, many unrealistically estimated projects actually start! Results: • Many failing projects • Low customer satisfaction rates Unrealistic expectationsUnrealistic expectations
  • 10. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS A realistic estimate is one of the most important conditions for a successful project. The estimate is the basis for: • Business case; • Planning; • Proposal (outsourcing: fixed price / date); • Financial result of the project… and the organization; • Claiming and releasing of resources; • Alignment between IT and business / customer; • Progress reports / dashboards; • The feeling of the team and the stakeholder. Without a realistic estimate, the project is likely to fail! Why do we need realistic estimates?Why do we need realistic estimates?
  • 11. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS It’s hard to accurately estimate software projects: • Software is hard to measure, because intangible; • Technical environments change all the time; • Software companies are not mature enough to measure performance and store the metrics of completed projects; • Software companies don’t use data of completed projects in new estimates; • The estimate often has to be finalized before the requirements are fully known; • It’s hard to estimate whether requirements will change, how much they will change, to factor this in the estimate and to explain this. • It’s hard to estimate which technical challenged have to be solved during the project; • … Software estimation is hardSoftware estimation is hard
  • 12. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS The effect of underestimationThe effect of underestimation Non-linear extra costs -Planning errors -team enlargement more expensive, not faster -Extra management attention / overhead -Stress: More defects, lower maintainability !! Linear extra costs Extra hours will be used
  • 13. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS Two types of software estimation • Expert estimate (Bottom-up / WBS) • Parametric (Top-down / methodical) Expert Estimate • Technical specialists • Bottom-up, effort estimate for activities identified (WBS) Parametric estimate • Based on size and historical data • Use of Parametric models Two types of project estimationTwo types of project estimation
  • 14. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS Bottom-up , assign effort hours to work items, based on knowledge and experience Advantages: • Always possible to do and relatively easy; • Experts ‘see the bears’. Disadvantages: • Forgotten activities (testscript reviews. …); • No good foundation of the estimate, very subjective; • The expert is not going to de all the work (who will ?); • How expert is the expert? (projects are unique); • Experts don’t take into account duration, team size, etc.; • Experts don’t assess the reality value, no real use of history. Expert estimatesExpert estimates Result: expert estimates are optimistic, on average 30% underestimation.
  • 15. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS The effect of underestimationThe effect of underestimation ExpertExpert EstimatesEstimates
  • 16. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS Top-down, based on size, historical data and parametric models Advantages: • Objective, repeatable, verifiable, risk; • Scenario analysis: duration, team size, % confidence. Disadvantages: • Requires a certain maturity level of an organization; • Measurement and analysis of completed projects; • Investment in expertise and tooling; • Documentation requirements – must be possible to measure; • Knowledge about estimation parameters is necessary. Result: realistic estimate, scenario’s, risk profile. Parametric estimatesParametric estimates Are these really disadvantages?
  • 17. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS Parametric estimatesParametric estimates ParametricParametric EstimatesEstimates
  • 18. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS Many projects start with optimistic estimates • Organizations that use only expert estimates; • Outsourcing: suppliers don’t use parametric estimation; • Outsourcing: customer selects lowest price; • Business / Customer: pressure to deliver faster and cheaper; • Final estimates have to be made based on incomplete requirements; Software horror stories are a common phenomenon • But many can be avoided by using parametric estimates • Or at least perform a reality check of the estimate!! Estimates in practiceEstimates in practice
  • 19. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS Basic estimation modelBasic estimation model measuresmeasures risk analysisrisk analysis risksrisks consequencesconsequences sizesize hours/costhours/cost (provisional)(provisional) hours/costhours/cost (attuned)(attuned) influencesinfluences productivityproductivity ToolsTools FPAFPA HistoricalHistorical datadata
  • 20. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS Most important input parameter is size. The two most used size units for software are: Technical size – slocs • Has to be guessed / not possible to measure upfront • More slocs is good / bad? Who needs slocs? • No standard; • Slocs cannot really be compared between technical environments. Functional size – function points • Can be measured upfront (fairly accurately); • More function points means more functionality; • ISO/IEC standard; • Independent of technical environment. SizeSize
  • 21. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS All effort estimates can be broken down to these components: • Size (Unit of Measure) • Productivity (effort hours per UoM) • Adjustments (informed decisions about the specific project) When this is done, it becomes possible to perform a reality check based on historical data. • Company data • Industry data Estimate breakdownEstimate breakdown
  • 22. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS International Software Benchmarking Standards Group • Independent and not-for-profit; • Full Members are non-profit organizations; • Grows and exploits two repositories of software data (in .xls): • New developments and enhancements (> 6000 projects); • Maintenance and support (> 1200 applications). Everybody can submit project data DCQ on the site / on request (.xls) Anonymous Free benchmark report in return ISBSGISBSG
  • 23. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS Mission: “To improve the management of IT resources by both business and government, through the provision and exploitation of public repositories of software engineering knowledge that are standardized, verified, recent and representative of current technologies”. All ISBSG data is •validated and rated in accordance with its quality guidelines •current •representative of the industry •independent and trusted •captured from a range of organization sizes and industries ISBSG industry dataISBSG industry data
  • 24. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS Reality check of an estimate 1.Break down the estimate • Size • Productivity • Adjustments 2.Select a relevant peer group in the historical database 3.Analyze the productivity of this peer group 4.Define the ‘reality zone’ 5.Assess whether the estimate is in the reality zone • If yes, the estimate is probably realistic • If no, the estimators have to explain why Performing a reality checkPerforming a reality check
  • 25. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS Project X Technical environment: Java Effort estimate (by team of experts): 2000 hours No risk adjustments made Breakdown: 1. Functional size: 411 function points (IFPUG) 2. Productivity: 2000/411 = 4.9 hours/FP 3. Adjustments: 0 hours ExampleExample
  • 26. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS ISBSG ‘New Developments & Enhancements’ Select a relevant ‘peer group’ Data Quality A or B Count approach: IFPUG 4.x or NESMA Primary Programming Language = ‘Java’ 300 FP < Project Size < 500 FP Select relevant peer groupSelect relevant peer group
  • 27. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS 488 projects selected Productivity Analysis: Reality zone: Percentile 25 – Percentile 75 Data analysisData analysis Productivity h/FP Minimum 0.1 Percentile 10 4.5 Percentile25 6.7 Median 9.8 Percentile 75 15.4 Percentile 90 21.6 Maximum 78.3 Average 14.2 Estimate project X: 4.9 h/FP Not realistic !!
  • 28. | READY TO CONNECT SOFTWARE METRICS| READY TO CONNECT SOFTWARE METRICS • Accurate software estimation is hard; • Optimistic estimates result in failing projects; • Most organizations only use expert estimates; • Expert estimates usually result in optimistic estimates; • Performing reality check using historical data is easy. Strong recommendation: Conclusions & recommendationConclusions & recommendation Always perform a reality check to decrease the risk of horror stories !!

Editor's Notes

  1. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  2. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  3. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  4. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  5. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  6. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  7. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  8. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  9. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  10. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  11. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  12. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  13. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  14. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  15. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  16. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  17. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  18. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  19. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  20. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  21. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  22. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  23. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  24. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  25. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  26. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  27. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  28. En dus is dit het beeld dat de nesma vanaf nu zal gaan uitstralen
  29. Ook in combinatie met een donkere achtergrond is het logo goed inzetbaar. Door de transparantie van het logo blijft het logo heel herkenbaar en past prima bij een woordmerk in wit.