The aim of the thesis was to develop a comprehensive business plan for establishing a dietary supplement e-shop. The aim is considered fulfilled. The theoretical part is at a good level, though some sources could be more current. I positively evaluate the analytical section opening with Lean Canvas for initial business concept reflection. The questionnaire methodology is not cited, and for higher validity, more than 62 respondents would be needed given the large target segment. The author provides reasonably comprehensive competitor and supplier analysis. However, an overall summary connecting analytical findings to the proposal section is missing. The proposal part demonstrates systematic work at an appropriate BP level. The author justifies entry with a single test product, which is logical for MVP validation. However, this does not evaluate the business plan as a whole — I would welcome potential expansion to additional products and calculations for a longer period. As presented, it is unclear whether the concept is viable long-term. The legal framework operates under a student cooperative (studentské družstvo Whirlee), which simplifies VAT treatment but import from third countries under this form has practical complexities that are described simply here. I negatively evaluate the absence of marketing activities and competitive differentiation — why should customers choose this new e-shop? An initial campaign concept is also missing. Formatting issues appear on some pages. I recommend the thesis for defense.

Q: Given the competitive landscape dominated by established players like GymBeam and MyProtein, what specific marketing activities and competitive advantages would convince customers to purchase from your new e-shop instead?

The thesis is well-written and, apart from the shortcomings noted in the review, meets the requirements for a final thesis.