The aim of the thesis was to describe and evaluate the process of building a transparent business model in the used consumer electronics segment. The aim is considered fulfilled with reservations. The theoretical part is short, lacking a broader body of knowledge, and the author uses outdated sources. I positively evaluate the work with web scraping and data collection of more than 2,000 listings, which is an above-standard approach for bachelor theses. I negatively evaluate that the analytical part lacks a deeper analysis of the external environment and summary tables of competitors are missing for clarity (just a recommendation). The proposal part is overly simplified — the author mentions a marketing strategy but only addresses promotion and a CRM system, while a marketing strategy is much more complex. Most of the outputs are incomplete and lack comprehensive proposals. The author mentions transparency as one of the main objectives and suggests specific marketing activities such as PPC and content creation—why hasn’t a graphic design or concept been created to show what this should look like, for example, on social media, the website, etc? The calculation only includes BEP without own labor costs, risks are mentioned but the author does not work with them further, and a timeline for implementation is missing. Formally, the thesis contains minor errors — citations in the text are in capital letters, inconsistency in citations before/after periods. I recommend the thesis for defense.

Q: What specific content would you publish on social media to build trust and perceived transparency of your e-shop, and how would you measure its effectiveness?

1.    Meeting the stated objectives
The main objective has been met. The author identifies information asymmetry as the core market problem, documents the building of Ajfony.cz as a direct response, and creates recommendations for its further development and scaling. The evaluation is theoretical, as the e-shop has not launched.
2.    Approach to problem-solving and the student's contribution
The qualitative single-case study is suitable for this thesis, supported by frameworks (Porter's Five Forces, Business Model Canvas, SWOT/TOWS). The student's specific contribution is a custom scraper that collected listings across twelve months, used to analyze supply, pricing, and depreciation. The competitive analysis clearly shows the market. The main limitation is that it is supply data only.
3.    Formal presentation and language quality
The thesis follows the required structure. The English is clear and professional, but there are minor editorial issues such as typos, occasional unclear sentences and sub-chapter numbering (chapter 4.4.3). These do not influence the understanding.
4.    Compliance with standard requirements
The thesis contains all mandatory sections and complies with the formal requirements. It demonstrates the ability to work with academic literature, apply theoretical frameworks to a business, collect and process primary data and translate findings into proposals. Taking into account the flaws, I recommend the thesis for defense. Topics for thesis defence:

1. 1. The financial projection assumes all devices sell during each cycle. What is your plan if a unit is unsold? 2. How will you get your first customers to trust the shop when there are no reviews yet?