| This thesis investigates the establishment of “Dana-in-Kuku” a groundbreaking nail care venture prioritizing male clientele while promoting inclusivity for all genders. The study, based on a survey with 52 respondents, reveals that 80.8% believe nail care should be unisex. By challenging traditional norms, this research aims to contribute insights for entrepreneurs seeking to capitalize on a growing demand for specialized and inclusive beauty services, with a particular focus on men. The viability of the business was assessed using Porter's Five Forces Analysis, SWOT Analysis, and the Business Model Canvas. Additionally, the Net Present Value method was employed to evaluate the financial feasibility of the business, which proved to be viable. The findings indicate that the business is projected to generate profits within less than a year, leading to an optimistic outlook for profitability in its first year of operation. |