This dissertation was written as part of the Executive Master in Business Administration Program at the International Hellenic University. This paper examines the case and the opportunity of a potential music festival with environmental orientation in the region of Thessaly. To prove the initial hypothesis the study uses a combination of secondary and primary data. It is separated into chapters, and the first chapter refers to the concept of business planning and tries to discover the latest trends on it. In the second chapter, marketing research is presented trying to support the hypothesis by giving data for preferences, habits, and opinions on live events of people in Thessaly. Then, in the third chapter we see the business model, and by using tools like PEST Analysis and Matrices (IFE, EFE, SWOT), we see the strategy that the startup company should follow for such an event. Finally, in the last chapter, we read the methodology that the paper has used, and its limitation and data analysis, a discussion and the conclusions follow to end the study.
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