This Master thesis describes the development of an innovative, startup e-business in the long-term care market. The activity of the company will be carried out mainly through a mobile application, which will act as a channel between the elderly people who need home services and the professionals who can provide these services. Through this easy-to-use application, consumers will be able to find healthcare professionals, home cleaners, beauticians, food caterings, supermarkets, pharmacies, as well as shops with orthopedic products, make online appointments, pay online, and make reviews. The main object of the market research was to identify the company’s ideal, potential B2B and B2C customers and customize the application based on their own preferences. From the data collection and the statistical analysis of two different questionnaires, a lot of information emerged, which leaded to important decisions for setting up the company.
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