The relevance of the study is determined by the growth of the consumer services sector and the need for economically sound business projects in the field of small entrepreneurship in the context of urbanisation in Kyrgyzstan. Self-service laundries are considered a promising form of service business, combining automation, digitalisation and rational use of resources. The aim of this study is to provide a financial and economic justification for a self-service laundry project using the example of the city of Bishkek, with an assessment of its investment and operational efficiency. The study uses methods of financial and economic analysis, economic and mathematical modelling, scenario analysis, sensitivity analysis and comparative assessment. The calculations determined the main parameters of the business project, including the amount of initial investment, the structure of operating expenses, projected revenue and net profit. Scenario analysis showed that the baseline scenario ensures positive net profit dynamics, while the optimistic scenario allows the payback period to be reduced to 36–40 months. Sensitivity analysis revealed a high dependence of financial results on the volume of demand and the level of fixed costs. In addition, it was established that the introduction of energy-saving equipment and digital self-service systems contributes to a reduction in operating costs and an increase in the sustainability of the business model. The practical value of the study lies in the possibility of using the results obtained in the development and implementation of similar projects in the field of consumer services, as well as in the investment decisions made by entrepreneurs and local authorities.