<![CDATA[Purpose – This study aims to analyze the potential and challenges of Rebel Shoescare, a shoe washing service MSME in Malang Regency, and to develop business planning strategies that support business sustainability and growth in an increasingly competitive market. Design/Methodology/Approach – This study employs a qualitative descriptive approach to examine the business conditions, market opportunities, and challenges faced by Rebel Shoescare. The analysis focuses on identifying internal and external factors influencing business development, including market potential, customer needs, competitive conditions, marketing strategies, and brand recognition. Findings – The findings indicate that the shoe washing service sector in Malang Regency has significant growth potential due to increasing consumer awareness of hygiene and shoe maintenance, particularly among students and workers. However, Rebel Shoescare faces challenges related to marketing effectiveness and brand recognition due to intense competition. The development of a structured business plan is essential to optimize market opportunities, strengthen brand positioning, improve customer reach, and support long-term business sustainability. Originality/Value This research is original in focusing on business planning for a shoe care service MSME within a local market context. The findings provide practical value by outlining strategies to enhance branding, marketing, and operational efficiency to support business growth.]]>
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