Lubomila Jordanova, PlanA: How a Newcomer Built Berlin's Biggest Decarbonization Startup

About this episode

Lubomila Jordanova has made it: As a newcomer, she founded PlanA in Berlin, an AI startup that has become one of the biggest players in decarbonization software. With more than 400 customers, PlanA analyzes companies' environmental impact and helps them improve their carbon footprint.

The Path to the Right Idea

Jordanova's fascination with entrepreneurship didn't develop overnight. The crucial moment came when she realized she had found the right idea – a recognition that often makes the difference between a failed project and a successful company.

PlanA emerged from the conviction that companies need better tools to understand and reduce their environmental impact. The AI-based platform makes complex environmental data transparent and actionable.

Berlin as a Startup Hub for Newcomers

Founding a company as a newcomer in Berlin brings special challenges. Jordanova had to not only find her way in a new city but simultaneously build a network and get a company off the ground. Her experiences show how important it is to quickly connect and understand the local startup scene.

Berlin has developed into one of Europe's most important startup hubs in recent years. For founders, the city offers a vibrant ecosystem, but also fierce competition for talent and attention.

PlanA Today: Over 400 Customers and Growing

Meanwhile, PlanA has established itself as one of the leading providers of decarbonization software. With over 400 customers, the company demonstrates that the market for sustainability tools is real and growing. Companies are increasingly under pressure to reduce their CO2 emissions – both through regulatory requirements and investor and customer pressure.

Common Mistakes in Decarbonization

From her work with hundreds of companies, Jordanova knows the typical stumbling blocks in sustainability initiatives. Many companies underestimate the complexity of data collection or rely on superficial measures without truly understanding their emission sources.

Another common mistake: companies treat decarbonization as an isolated project instead of integrating it into their business strategy. Successful decarbonization requires a rethink at all company levels.

Networking as a Success Factor

For Jordanova, networking plays a central role – especially as a founder with an immigration background in a new country. Building relationships with other founders, investors, and customers was crucial for PlanA's growth.

Networking doesn't just mean attending events, but building genuine relationships and helping others. This reciprocity is particularly important in Berlin's startup scene.

Obstacles on the Founding Journey

Jordanova doesn't hide the fact that the path wasn't easy. As a woman in the tech industry and as a newcomer, she had to overcome additional hurdles. However, these experiences also made her stronger and more focused.

Many of her biggest obstacles weren't in the product itself, but in structural challenges: access to capital, building a team, and navigating bureaucratic processes.

Advice for Other Founders

Jordanova's most important advice to other founders: stay authentic and don't let setbacks discourage you. The founding journey is a marathon, not a sprint. Especially for female founders, she emphasizes the importance of supporting each other and creating role models.

PlanA shows that sustainable technology is not only good for the environment but can also be a successful business model. With the growing importance of ESG criteria, demand for such solutions will continue to rise.