This thesis investigates the feasibility and potential of launching a Smart Grocery Shopping Application tailored specifically for price-sensitive Slovenian consumers. Driven by increasing digitalization in grocery shopping, evolving consumer behavior, and the quest for cost-effective solutions, this research encompasses literature review, external and internal analysis, strategic business planning, and financial valuation. The literature review highlights trends of digital grocery platforms, consumer preferences toward personalized shopping experiences, and the critical role of data analytics in shaping competitive advantage. Market analysis identifies clear opportunities for innovation in the region, while the business plan delineates a roadmap for developing and scaling the application. Financial analysis, utilizing Discounted Cash Flow valuation and comparables assessment, indicates significant economic viability, projecting an enterprise value around €29 million under baseline assumptions. Sensitivity analyses illustrate robustness to variable market conditions and risks, underscoring the application's strong investment potential. This study contributes to the body of knowledge by demonstrating how targeted technological solutions can effectively address specific consumer needs in regional markets.