Discount coupons represent an important marketing tool for both suppliers and retailers in the grocery retail market. This projects aims to explore the transformation of these paper coupons into e-coupons and the advantage that this transformation represents to the stakeholders. ONIA-NET is a new company implementing innovative business solutions in the Greek grocery retail market, facilitated by advanced web-technologies and new logistics models. The company has identified e-coupons as a business opportunity and wants to develop a full business plan exploring its market potential. This project develops a business plan describing the service offering, the required infrastructure and overall investment, the customer base and expected revenues for the company. It also proposes methods for the evaluation of this business opportunity, thus providing strategic decision data on whether to pursue it or not.