The purpose of this study is to present a strategy to provide new value to target customers and create new markets through awareness of market potential and innovative product development. The following strategic success factors were derived by analyzing the case of 17 Mimi rice pop development of Daniel Company. First, new product development activities that were approached by differentiating from existing products by satisfying customer needs with an eye on market potential resulted in opening new markets and creating new customers. Second, constant efforts using new materials and new technologies can overcome technical limitations and lead to innovation in manufacturing technology. Third, market-oriented capabilities were organically integrated in all series of processes, including definition of markets and customers, application of new technologies, and design development, resulting in performances. As market-oriented capabilities were advanced and integrated in the process of developing new products, initial market dominance and sustainable competitive advantage were secured. This case suggests that the limitations of small markets faced by startups are rather an opportunity factor for creating new markets, and that the more advanced market-oriented capabilities, the more innovative new product development and corporate performance can be created.