Data-Driven Financial Planning and Its Role in Supporting the Financial Sustainability of Startups: Evidence from Uber

Abstract

This study examines the role of data-driven financial planning in supporting the financial sustainability of startups in an environment characterized by rapid digital transformation and uncertainty. The research adopts a descriptive–analytical approach and employs a case study method by analyzing Uber as an empirical example.   

        The findings show that the use of advanced analytics, scenario modeling, machine learning techniques, and mathematical optimization improves forecasting accuracy, enhances resource allocation efficiency, and strengthens cash flow management. Uber's experience also demonstrates that dynamic, data-driven financial planning enhances financial flexibility and resilience, enabling startups to achieve a more sustainable balance between growth and profitability. The study concludes that data-driven financial planning constitutes a key strategic tool for improving the financial sustainability of startups.