Michael Knör demonstrates how a business startup in the cultural sector can be successfully realized based on marketing measures and tools, as well as by referencing new media. The examined startup, which serves a niche market, represents a current example from the expanded concept of culture. The author discusses the possibilities, potentials, and risks of individual marketing measures against the backdrop of the various phases of founding a business. Special attention is given to new media, which are a core component of today's marketing practice. The results of these investigations support new ventures in the cultural sector; rapid market penetration and sustainable economic success can thus be achieved.