The thesis proposes to analyze the potential of the idea of the start-up TREdiVINO within the wine market in Italy. After a careful study of the market structure, the focus will be on how to best define the start-up business model by proposing the best positioning strategy. Secondly, the attention will be on the relationship between TREdiVINO and Horeca and a calculation model will be proposed for the quantification of the proposition value with respect to the B2B market, in particular with respect to restaurants.