Women-owned businesses are tapping into millennial-friendly growth markets like houseplants and hostels. Here are the 4 'Grow Your Biz' finalists pitching Mastercard for $25,000.

• Women-owned businesses in the US have grown 21% in the last five years and women entrepreneurs are especially savvy in identifying market opportunity.
• The four finalists in Mastercard's Grow Your Biz competition are tapping into industries in which they've recognized opportunity and scalability.
• Business Insider spoke with the finalists about how their small businesses are meeting the needs of their communities and contributing to their local economies.
• From a plant shop owner in Kentucky to a hostel owner in Texas, these women found their success selling products and services millennials can't get enough of
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Women-owned businesses in the US have grown 21% in the last five years and part of that growth could be in part because of their ingenuity demonstrated across industries.

According to a recent report, women are more likely than business owners in general to identify a need in a market and start a company to fill it. This seems to be the case with the four finalists of Mastercard's Grow Your Biz competition.

A plant shop owner in Kentucky with over 15,000 Instagram followers is capitalizing on the allure greenery has on dressing up a bare, white wall.

A hostel owner in Texas recognizes millennial travelers in America want the European experience of room-sharing.

A family counselor in Illinois hopes to create more mental health resources for her community at a time when more people are talking openly about the topic.

And two blogger-chefs in Pennsylvania are catering to a rise in home cooking services by hosting interactive dinner parties.

These women-owned small businesses are tapping into industries where they've seen major opportunities for growth in their towns and across the US.

Now the entrepreneurs have the opportunity to win $25,000 towards expansion. Mastercard chose these four finalists to pitch their businesses to a panel of executives in New York City, on November 14.

Here are the four Grow Your Biz finalists.