Management flexibility has become a relevant issue as the market uncertainty increases. Any plan should address this problem in a dynamic market, within limited budgets. Therefore we intend to evaluate the extent of a business plan to adapt to changes. The main goal of a business plan is to guide the market profitability and manage additional investments. We will focus on market changes and their impact on the allowed marketing budget. The model is predictive, as it provides insights on the evolution of the business, valuing the potential of a plan to endure a set of likely evolutionary changes. Our results emphasize the value of a multiple milestones business plan, under uncertainty impact and marketing budgets flexibility.