The objective of this study is to evaluate the feasibility and profitability of starting a musical instruments’ shop in Zagreb that would have traditional elements. Namely, in the capital city there is already a number of very good and well-equipped musical instruments’ shops, but they mostly offer instruments for playing contemporary mid-stream or classical music, which means they have limited assortment of folk instruments, especially the Croatian folk instruments. Croatian tambura or mandolin can be bought directly from the luthiers or over the internet, but very few exemplars can be found in the music shops. They are simply not a part of the usual assortment. So, the idea of the project is to open a music shop which would put more emphasis on this segment. The idea was born thanks to personal experience of the investor, who is a hobby musician preferring rock & blues music together with country & folk style and the Croatian folklore. Analysis is based on the own market research, i.e. on the information collected directly at the point of sale and from the web-sites of the existing music shops in Croatia, while financial data were analysed from publicly available reports published on the web-site of the Financial Agency and from the company Bisnode, that is provider of professional financial information. The conclusion of the study, based on investment indicators received (net present value and internal rate of return) is that the predicted business model is acceptable for investment and it completely fulfils its investment purpose, achieves required returns and contributes to the socially responsible behaviour by promotion of the Croatian cultural heritage.