The aim is to analyze, discuss and create new factors that can be decisive for the survival of ashop. Comparing different profiles will allow for nuanced analysis that will allow for a betterunderstanding of how those businesses are surviving the tough market. In order to narrowdown the research, I have chosen to focus on two store profiles that are well established inSweden, namely ICa and Willy's with a further narrowing down of the Ica Nära profile andWilly's Hemma as they focus on basic products. From this analysis I learn to create newfoundations which are presented in the discussion and conclusion part where I show step bystep how to create harmony, a clear concept, to work sustainably and to create profitability.The project presented in the discussion and analysis part is a project that I have designedand realized myself which will be a future store concept out to the customer. However, theprocess has taken about 2 years to be established and realized as a lot of time has beenspent on analysis and research.Small shops are currently struggling to survive in the market and several shops open butclose a lot. In this analytical research I will address the factors that make stores not surviveand create new factors that make them stand out from the crowd. Basically, I will have theperspective of developing the stores that are operated in Sweden from a global but alsonational perspective.This research work will be based on different methods. One of the methods is the qualitativeinterviews with different store employees and customers which will be enhanced withsurveys to customers. Some literature and digital articles will be used to reinforce the factorspresented. I have also interviewed three Ica shopkeepers. I will learn to present some abouthow they work which will allow my research questions to be answered.As a result of this analysis I will present the important basics of a store that makes you standout from the crowd and that you are taken seriously by the customers. in the form of detailedexplanations and a well established and explained store concept Öresunds Livs in thediscussion and conclusion chapters.