Innovation of RM-SPORT’s Business Model through E-Commerce

This diploma thesis focuses on the analysis and innovation of the business model of the family-owned company RM-SPORT s.r.o., specializing in the sale and servicing of sports equipment with an emphasis on skiing activities. The main objective of the thesis was to propose specific innovations to the business model aimed at its update, supporting growth, and ensuring the company’s competitiveness in a dynamic market environment. The thesis is divided into theoretical and practical parts. The theoretical part defines key concepts related to business, the business environment, and the Business Model Canvas methodology, including its individual building blocks and opportunities for innovation. It also addresses methods for evaluating macro- and micro-environments as well as growth management models. The practical part includes an analysis of the current RM-SPORT business model, an assessment of external and internal environments, validation of proposed innovations through a customer survey, and the design of an updated model. Key proposals include the implementation of an omnichannel platform, a CRM system, a booking module, and an expansion of the product range to include bicycles and outdoor equipment. Financial modelling indicates that, even under a conservative scenario, the investment payback period can be achieved within 24 months. The conclusion provides recommendations for the company’s owner and identifies potential areas for further research focused on implementation of current proposals.