This dissertation shows the Dona Rio business plan as the most important toll to study the project viability. The project intends to fix a fashion women`s boutique in Porto Alegre central area. It would be a multi brand clothing and female accessories store focus in the twenties e thirties middle class woman. The store intends to offer different products based on quality, accessible price and a unique concept, considering the Rio de Janeiro fashion tendency. In order to identify and assess customer behavior and market opportunities, a research was realized with professionals and customers. The result seems to be positive as it was observed a market opportunity, confirming the project viability.