A business model enables companies to have a strategic insight into their business, and points to new opportunities and directions. An online store offering wooden sports equipment has recently shown great potential. For further expansion and better interaction with an existing furniture manufacturing company, the development of a new business model was necessary. As an example, we analysed similar companies and examined the most important characteristics of an online store customer. When developing the business model, we focused on the building blocks of values and customers. We found that the greatest value of the online store besides the Slovenian origin is in the functionality, quality and sustainability of the products. In the future, the key resource of an online store should become the brand, which would be achieved by building a transparent relationship with the customers. When researching the connection between an online store and an existing company, we found that a common business model is not possible, but the two ventures are perfectly combined in terms of the utilization of the production facility and mutual advertising.
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