The purpose of this thesis was to study differentiation as a basic strategy of establishing a privately-owned company, and to test its suitability in creating a practical business plan. The features of the products give splendid possibilities for the study because they differ clearly from the competitors` products. Differentiation is real, not created one. The focus of this thesis is based on the theory by Michael Porter and Mika Kamensky. The business idea of the company is to import and sell high-quality and designed household appliances through a net shop and the kitchen studios. The products are partly designed by Alberto Alessi's design office. The product range will be widened to include high-quality and individual products of other manufacturers as well. The aim of the study is also to maximize business opportunities and to secure success in future. The result of this thesis will be used in drawing up the practical business plan and establishing the company.