The aim of this thesis is to identify the key factors in establishing an affiliate-marketing website. The business idea is to provide Internet marketing services for Finnish companies and product comparison services for Russian consumers, who plan to visit in Finland. The main purposes of this thesis are also to figure out the requirements for business’ operation and feasibility of the business idea.

In this thesis the theoretical part and empirical part go along together. Themes of this thesis are first covered in theory and then put into practice. The theoretical framework is based on the literature of affiliate-marketing, e-commerce and mapping out Russian tourism in Finland. The business plan is carried out creating strategic objectives of marketing and competitive advantages and by performing targeted surveys to companies that operate in the target market.

The study results show the feasibility of the business plan and main factors of establishing a company. Based on the study results the company has excellent potential to succeed. The strategic plan provides information for further research as well as a starting point towards a new e-commerce business.