The family print shop, NAIVE, primarily deals with printing services in the screen printing technique and focuses on printing clothing items such as t-shirts, pants, hats, jackets, and the like. In this diploma thesis, the main topic relates to the organization of the business of the printing house itself, as well as the planning of the development of the printing house itself and the brand that the printing house is trying to promote. Screen printing is a direct transfer printing technique that enables printing on different materials and is one of the oldest printing techniques. Due to the possibility of printing on different materials, the screen printing technique is very widespread in the graphic industry and is still used today, and it is most often used in the printing of textile materials. With the development of technology, different types of digital machines are created which, due to their economy and speed of operation, are gradually replacing the screen printing technique. Some of the mentioned new technologies are DTG and DTF printing, which are gaining more and more popularity among smaller printers that focus on printing smaller editions. Also, the thesis aims at various aspects ofbusiness and business improvement through digitization, both production and sale of products themselves through the creation and maintenance of webshops and the use of different social networks in the context of marketing tools.