B2B Startup in sustainability – Why?
According to a recently published UN study we are currently using 1,75 times more resources than what we have available. This is clearly not sustainable. Is this a good enough reason to start a venture in sustainability? Clearly not.
According to another study 75% of Earth’s surface has been fundamentally altered by human activity, but we only need a fraction of this surface. Is this a good enough reason to start a venture in sustainability? Clearly not.
24,000 species are at risk of extinction due to agriculture only. Is this a good enough reason to start a venture in sustainability? Clearly not.
We all agree that these (and many more) facts are proofs that we do something wrong. And that we must change. Business leaders are increasingly aware of this and are willing to change. But you as an entrepreneur must understand one thing: Businesses are profit oriented and managers have owners who expect them to make money otherwise your sustainability product is not sustainable from a financial point of view.
If you plan to sell your product to another for-profit business venture that is, you are a B2B (business to business) company you will face the demand of sustainability and profitability from your business customer as well. Not only you will have to show that your product will help them become more sustainable, but you also must prove them, that your product will increase their profitability.
You will only be successful with a B2B venture in sustainability if you have figured out, how your product will increase your business partner’s financial sustainability too . Financial sustainability through creating value, through assisting other companies in becoming more sustainable. When you apply to our Launchpad program with a project in sustainability we will assess your idea on these two premises: environmental as well as financial sustainability.
Therefore, start with understanding your own motivation why you want to create a product or a service in the sustainability domain.
Márton Báti
Entrepreneur in Residence at STRT Launchpad
Greenstic Co-Founder
