Developing the Business Plan. Case-Study: Miss Green

This paper examines the development of a structured business plan by integrating theoretical foundations from entrepreneurship and strategic management literature with the practical case study of Miss Green, a Romanian startup operating in the indoor plant rental market. Business planning remains a central topic in entrepreneurship literature, being considered a strategic instrument for aligning resources, reducing uncertainty, and attracting stakeholders. Existing studies emphasize the importance of structured planning, financial forecasting, and market analysis for increasing survival rates among startups, yet fewer studies present an integrated case-based perspective connecting theory to real entrepreneurial practice in emerging niche industries such as indoor plant rental. The research employs a qualitative case study methodology combined with quantitative financial projection modelling. Strategic analysis tools, including SWOT and PESTLE, are applied to evaluate internal capabilities and macro-environmental conditions. Revenue projections for 2025–2027 are developed using a bottom-up approach based on projected client acquisition and subscription-based income. The central research question investigates to what extent the development of a structured business plan contributes to predictable revenue growth, financial sustainability, and strategic clarity within a green-oriented startup. The findings indicate that the integration of environmental analysis, conservative financial forecasting, and recurring revenue structures enhances liquidity stability, operational scalability, and competitive positioning. The study contributes to entrepreneurship research by offering an applied framework for business plan development in sustainability-driven service industries, demonstrating how strategic planning models can be translated into measurable financial and operational performance outcomes.