The master’s thesis develops a business plan for an online venture selling indoor ornamental plants and assesses its market, technological and economic feasibility. The term is used descriptively for ornamental plants intended primarily for cultivation and decorative use in indoor residential and business spaces. The study combined a review of scientific and professional literature on the horticultural and marketing characteristics of indoor ornamental plants and business planning, secondary statistical data, market and competitor analysis, the Business Model Canvas, two qualitative multi-criteria DEXi models, and a three-scenario financial plan. Facebook was rated highly suitable and achieved the highest overall assessment among the analysed social networks. Shopify Basic, WordPress + WooCommerce and PrestaShop were rated suitable technological alternatives. WordPress + WooCommerce was selected for the planned venture because of its combination of e-commerce functionality, content management, integration options and scalability. A key differentiation element is an AIsupported personalised plant-selection module based on spatial conditions, budget, user experience and the presence of pets, linked to customised bundles and an optional on-site planting service. The financial plan indicates that the venture can be economically viable if the planned sales volume in the baseline, most realistic scenario is achieved and costs are controlled, while the main uncertainties remain demand, purchasing conditions, logistics and the effectiveness of digital marketing.
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