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This book describes an approach to developing a business concept for a new venture start-up. The idea is to offer avid wine consumers a trendy and lifestyle-driven product for tasting and drinking. The emphasis lies in the ability to develop a business plan for a new venture, where the product will be both produced and sold, discussing strategic aspects of the start-up and implementation processes. A planned business model, developed by the author, is also described and discussed, with the patent registration for the product rounding off the process. Firstly, a general business concept describes the three important aspects of the aforesaid business model. The adaption of this general concept to the special business model for a planned company is then illustrated. Secondly, the process of the patent registration for the product is defined and includes a procedure for the implementation and costs. Finally, the main part of the thesis describes the essential variables of forming a new venture. The results, together with further improvements and sequential steps, are outlined in the conclusion.

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Ph.D., Dipl.-Ing., MBA, MSc., is an associate lecturer at the Technical University and that of Applied Sciences, Vienna. Applying his professional expertise within ICT and company start-ups, his entrepreneurial flair and a passion for wine culminated in the idea to plan a new venture, focusing on an innovative blend of both.

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