diff --git a/docs/tooling/cli/03-commands.md b/docs/tooling/cli/03-commands.md
index 6ca63da44e..d176278655 100644
--- a/docs/tooling/cli/03-commands.md
+++ b/docs/tooling/cli/03-commands.md
@@ -78,12 +78,12 @@ Any `--config` options in the `start` script in `package.json` of the selected p
 Any `--require` option in the `start` script in `package.json` of the selected backend package will be picked up and used.
 
 ```text
-Usage: backstage-cli repo start [options] [packageName...]
+Usage: backstage-cli repo start [options] [packageNameOrPath...]
 
 Starts packages in the repo for local development
 
 Arguments:
-  packageName           Run the specified package instead of the defaults.
+  packageNameOrPath     Run the specified packages instead of the defaults.
 
 Options:
   --plugin <pluginId>   Start the dev entry-point for any matching plugin package in the repo (default: [])
diff --git a/packages/cli/cli-report.backstage-cli.md b/packages/cli/cli-report.backstage-cli.md
index 3747d6acc4..ed6ae9049e 100644
--- a/packages/cli/cli-report.backstage-cli.md
+++ b/packages/cli/cli-report.backstage-cli.md
@@ -400,13 +400,13 @@ Options:
   -h, --help
 
 Commands:
-  start [options] [packageName...]
   build [options]
   clean
   fix [options]
   help [command]
   lint [options]
   list-deprecations [options]
+  start [options] [packageNameOrPath...]
   test [options]
 ```
 
@@ -471,15 +471,15 @@ Options:
 ### `backstage-cli repo start`
 
 ```
-Usage: backstage-cli repo start [options] [packageName...]
+Usage: backstage-cli repo start [options] [packageNameOrPath...]
 
 Options:
-  --plugin <pluginId>
   --config <path>
   --inspect [host]
   --inspect-brk [host]
-  --require <path...>
   --link <path>
+  --plugin <pluginId>
+  --require <path...>
   -h, --help
 ```
 
diff --git a/packages/cli/src/modules/start/alpha.ts b/packages/cli/src/modules/start/alpha.ts
index 0d2b6f661e..a5875df335 100644
--- a/packages/cli/src/modules/start/alpha.ts
+++ b/packages/cli/src/modules/start/alpha.ts
@@ -62,7 +62,7 @@ export const startPlugin = createCliPlugin({
 
         const defaultCommand = command
           .argument(
-            '[...packageName]',
+            '[...packageNameOrPath]',
             'Run the specified package instead of the defaults.',
           )
           .option(
diff --git a/packages/cli/src/modules/start/commands/repo/start.ts b/packages/cli/src/modules/start/commands/repo/start.ts
index 7a4704ea3e..b25054bbfc 100644
--- a/packages/cli/src/modules/start/commands/repo/start.ts
+++ b/packages/cli/src/modules/start/commands/repo/start.ts
@@ -41,8 +41,8 @@ type CommandOptions = {
   link?: string;
 };
 
-export async function command(packageNames: string[], options: CommandOptions) {
-  const targetPackages = await findTargetPackages(packageNames, options.plugin);
+export async function command(namesOrPaths: string[], options: CommandOptions) {
+  const targetPackages = await findTargetPackages(namesOrPaths, options.plugin);
 
   const packageOptions = await resolvePackageOptions(targetPackages, options);
 
@@ -61,7 +61,7 @@ export async function command(packageNames: string[], options: CommandOptions) {
   await Promise.all(packageOptions.map(entry => startPackage(entry.options)));
 }
 
-async function findTargetPackages(packageNames: string[], pluginIds: string[]) {
+async function findTargetPackages(namesOrPaths: string[], pluginIds: string[]) {
   const targetPackages = new Array<BackstagePackage>();
 
   const packages = await PackageGraph.listTargetPackages();
@@ -87,12 +87,18 @@ async function findTargetPackages(packageNames: string[], pluginIds: string[]) {
   }
 
   // Next check if explicit package names are provided, use them in that case.
-  for (const packageName of packageNames) {
-    const matchingPackage = packages.find(pkg => {
-      return packageName === pkg.packageJson.name;
-    });
+  for (const nameOrPath of namesOrPaths) {
+    let matchingPackage = packages.find(
+      pkg => nameOrPath === pkg.packageJson.name,
+    );
     if (!matchingPackage) {
-      throw new Error(`Unable to find package by name '${packageName}'`);
+      const absPath = paths.resolveTargetRoot(nameOrPath);
+      matchingPackage = packages.find(
+        pkg => relativePath(pkg.dir, absPath) === '',
+      );
+    }
+    if (!matchingPackage) {
+      throw new Error(`Unable to find package by name '${nameOrPath}'`);
     }
     targetPackages.push(matchingPackage);
   }
diff --git a/packages/cli/src/modules/start/index.ts b/packages/cli/src/modules/start/index.ts
index f1dd1eeb71..17225820f7 100644
--- a/packages/cli/src/modules/start/index.ts
+++ b/packages/cli/src/modules/start/index.ts
@@ -22,7 +22,7 @@ export function registerRepoCommands(command: Command) {
     .command('start')
     .description('Starts packages in the repo for local development')
     .argument(
-      '[packageName...]',
+      '[packageNameOrPath...]',
       'Run the specified package instead of the defaults.',
     )
     .option(