1. GREEN ENTREPRENEURSHIP

2. The nature and diversity of plant and animal species (biodiversity) is our main source for many goods, ranging from food through medicines, until building materials. It provides us with many irreplaceable services: air and clean water, soil, pollination and climate regulation are just some of them. Nevertheless, the man often reckless and unsustainable relates to nature. In fact, last year the Red List of the International Union for Conservation of Nature (The World Conservation Union, IUCN) showed that of the species, even 38% of them are faced with the danger of extinction

3. Sustainable development and sustainability are relatively recent concepts. It was only in the late 1980s when we realized that there is clear connection between environmental, social, and economic development: the use and transformation of natural resources allows societies to prosper and develop economic systems. However, the limited availability of those natural resources obliges us to reconsider the strategies to follow in order to ensure a prosperous future.

4. The principles of sustainable development were first defined by the UN Brundtland Commission [“Our Common Future”, 1987] as a form of development that does not compromise the ability of future generations to meet their own development needs.

5. What is green entrepreneurship?

6. What is green entrepreneurship? Who is green entrepreneur or ecopreneur?

7. Green: A product, service, or process that either benefits the environment or reduces the negative environmental impact of existing products, services, or processes. Entrepreneur: A person who is willing to launch a new venture or enterprise and accept full responsibility for the outcome.

8. Green entrepreneur is one that: Green entrepreneur is one that: -> Integrates environmental, economic & social axis in core business -> Provides innovative solutions to the way goods and services are produced & consumed -> Proposes a business model whose scaling-up contributes to the greening of the economy

9. Green Economy (UNEP) That which results in improved human well-being and social equity, while significantly reducing environmental risks and ecological scarcities.

10. A small green entrepreneurship in rural areas generally include organic farming and production; cultivation of indigenous varieties and breeds; rural tourism, fishing tourism, adventure and educational tourism; organic farming of fish and shellfish, and other innovative business activities inspired by nature, tradition, local resources and their sustainable use

11. Special Considerations for Aspiring Green Entrepreneurs Though many aspects of entrepreneurship are universal, some are specific to green. Getting capital to get started. Getting the money to start a new business is a challenge for any entrepreneur, green or not. But it can be even tougher when you're trying to make the case for a product that's technology- intensive, takes years to get to market, and/or is untested. Green is often all of these.

12. Special Considerations for Aspiring Green Entrepreneurs Though many aspects of entrepreneurship are universal, some are specific to green. Getting capital to get started. Getting the money to start a new business is a challenge for any entrepreneur, green or not. But it can be even tougher when you're trying to make the case for a product that's technology- intensive, takes years to get to market, and/or is untested. Green is often all of these. Educating the customer. If you're a green entrepreneur, you may need to make special efforts to educate your customers, or convince them that your product or service is superior to a similar non-green product — especially if your cost is higher. Think about organic or sustainable farming. It's usually far more costly and challenging to farm without chemicals and pesticides that are damaging to the environment. The extra work is generally reflected in the higher cost of organic products. From a business owner's perspective, that's reasonable — but how can you convince customers your eggs are worth the extra money?

13. Special Considerations for Aspiring Green Entrepreneurs Though many aspects of entrepreneurship are universal, some are specific to green. Getting capital to get started. Getting the money to start a new business is a challenge for any entrepreneur, green or not. But it can be even tougher when you're trying to make the case for a product that's technology- intensive, takes years to get to market, and/or is untested. Green is often all of these. Educating the customer. If you're a green entrepreneur, you may need to make special efforts to educate your customers, or convince them that your product or service is superior to a similar non-green product — especially if your cost is higher. Think about organic or sustainable farming. It's usually far more costly and challenging to farm without chemicals and pesticides that are damaging to the environment. The extra work is generally reflected in the higher cost of organic products. From a business owner's perspective, that's reasonable — but how can you convince customers your eggs are worth the extra money? Labels, standards, or certifications. Since green applications are still fairly new and sometimes very complex, there are often no quick ways to show consumers the value.

14. Here are a selection of industries and sectors that offer opportunities for greenentrepreneurship.

15. Tourism Tourism is a practice with a relatively high environmental impact: from the modes of transport to reach a destination, to the environmental impact generated by hotel industry (i.e. water, energy, consumption), and the potential social impact to a local community and culture.

16. Sustainable or responsible tourism refers to tourism practices that aim to reduce the environmental and social impact of tourist-related activities. This practice aims to: Minimize negative economic, environmental, and social impacts. Generate greater economic benefits for the local people and enhance the well-being of the host communities, improve working conditions and access to the industry. Make positive contributions to the conservation of natural and cultural heritage, to the maintenance of the world’s diversity. Provide more enjoyable experiences for tourists through more meaningful connections with the local people, and a greater understanding of local cultural, social and environmental issues.

17. Some opportunities that you, as an entrepreneur, can explore are: Provide products and services to hotels and resorts and help them to reduce water and energy consumption

18. Some opportunities that you, as an entrepreneur, can explore are: Provide products and services to hotels and resorts and help them to reduce water and energy consumption Create a brand of local-traditional products (food, crafts, etc.)

19. Some opportunities that you, as an entrepreneur, can explore are: Provide products and services to hotels and resorts and help them to reduce water and energy consumption Create a brand of local-traditional products (food, crafts, etc.) Organize guided tours to tourist that highlight the intrinsic culture and traditions of the region.

20. Agriculture Agriculture is one of the oldest human practices, and over time it has evolved and maximized productivity with the use of innovative techniques and technologies. In some cases, the use of such technologies and techniques has resulted in the jeopardizing of product quality and depletion of natural resources (i.e. soil richness, water pollution).

21. Sustainable agriculture is characterized by: Conservation and preservation: what is taken out of the environment is put back in, so land and resources such as water, soil and air can be replenished and are available to future generations. The waste from sustainable farming stays within the farm’s ecosystem. Additionally, sustainable agriculture seeks to minimize transportation costs and fossil fuel use, and it is as locally-based as possible.

22. Sustainable agriculture is characterized by: Conservation and preservation: what is taken out of the environment is put back in, so land and resources such as water, soil and air can be replenished and are available to future generations. The waste from sustainable farming stays within the farm’s ecosystem. Additionally, sustainable agriculture seeks to minimize transportation costs and fossil fuel use, and it is as locally-based as possible. Biodiversity: farms raise different types of plants and animals, which are rotated around the fields to enrich the soil and help prevent pest outbreaks. When no chemical pesticides are used, we talk about organic agriculture.

23. Sustainable agriculture is characterized by: Conservation and preservation: what is taken out of the environment is put back in, so land and resources such as water, soil and air can be replenished and are available to future generations. The waste from sustainable farming stays within the farm’s ecosystem. Additionally, sustainable agriculture seeks to minimize transportation costs and fossil fuel use, and it is as locally-based as possible. Biodiversity: farms raise different types of plants and animals, which are rotated around the fields to enrich the soil and help prevent pest outbreaks. When no chemical pesticides are used, we talk about organic agriculture. Animal welfare: animals are treated with respect, and are well cared for and are fed a natural diet appropriate for their species.

24. Some opportunities that you, as an entrepreneur, can explore are: For a set price, customers receive a box of organically and locally produced products (i.e. vegetables, cheese, meat) on a regular basis at home. Create efficient local agricultural ecosystems, in which waste flows (either internal or external) are reused as raw materials (i.e. manure from a pig farm is used to fertilize crops, and then crops are useful to feed the farm, or domestic organic waste is used after composting for agricultural purposes).

25. Mobility Transport systems have a significant impact on the environment, accounting for between 20% and 25% of world energy consumption and carbon dioxide emissions. Greenhouse gas emissions from transport are increasing at a faster rate than any other energy-using sector. Sustainable mobility or sustainable transport aims at reducing this impact by means of alternative transportation systems or by developing new technologies that dramatically reduce such impact.

26. Mobility Transport systems have a significant impact on the environment, accounting for between 20% and 25% of world energy consumption and carbon dioxide emissions. Greenhouse gas emissions from transport are increasing at a faster rate than any other energy-using sector. Sustainable mobility or sustainable transport aims at reducing this impact by means of alternative transportation systems or by developing new technologies that dramatically reduce such impact. High-impacting transportation includes: airplanes, combustion engine cars, trucks, and boats. In those cases, the aim is to find alternative technologies to reduce emissions, fuel consumption and overall impact of the transport system.

27. Mobility Transport systems have a significant impact on the environment, accounting for between 20% and 25% of world energy consumption and carbon dioxide emissions. Greenhouse gas emissions from transport are increasing at a faster rate than any other energy-using sector. Sustainable mobility or sustainable transport aims at reducing this impact by means of alternative transportation systems or by developing new technologies that dramatically reduce such impact. High-impacting transportation includes: airplanes, combustion engine cars, trucks, and boats. In those cases, the aim is to find alternative technologies to reduce emissions, fuel consumption and overall impact of the transport system. Low-impact transportation includes: fuel-efficient, hybrid or electric vehicles, bicycles, and public transport.

28. Some opportunities that you, as an entrepreneur, can explore are: Development of techniques that provides transportation at low environmental impact: new kind of bike, or new kind of engine/technology. Provide shared or public transportation services in substitution of private transportation. Connect people with private transportation, like a car, with people without and let them share the ride or the vehicle.

29. Construction Construction and housing offer a great potential for reduction of environmental impact and improved sustainability. Sustainable construction refers to making an efficient use of resources during the entire lifecycle of a building: design, construction, use, and demolition. Some opportunities that you, as an entrepreneur, can explore are: Provide advice to architects and engineers on materials and construction techniques that reduce environmental impact. Provide a service that includes an energy audit for housing and offices and identify opportunities to reduce the energy bill. Then, complement with service and products to reduce consumption. Installation and maintenance of renewable energy systems for housing: i.e. photovoltaic, solar water hearing, wind power… Recover construction material from demolition sites.

30. Energy Energy is an area with many possibilities for developing solutions that tackle environmental issues and with a business potential. The energy challenge is manifold, including generation, distribution, storage and energy use. Sustainable energy is one that originates on renewable sources, like wind, solar, tides or geothermal. Moreover, sustainable energy sources do not produce polluting emissions and might entitle a very limited (if any) toxicity. Renewable energy generation at local scale is a sector with high potential. As well as energy solutions for specific activities like lighting and cooking.

31. Some opportunities that you, as an entrepreneur, can explore are: Development of a community owned renewable energy company. Installation and maintenance of domestic renewable energy systems: i.e. photovoltaic, solar water heating, wind power… Energy management services aimed at reducing energy costs by means of different services, and being rewarded with part of the savings.

32. Services Traditionally, sustainability has been related to production processes and product design. It is on the last years that services are gaining momentum as an interesting model for dematerialization and efficient use of resources. Actually, the offering of services usually entitles the use of certain product that contributes to the delivery of a given functionality. This is the reason why typically services are also called product-service combinations. These product-service combinations can be classified as:

33. Services Traditionally, sustainability has been related to production processes and product design. It is on the last years that services are gaining momentum as an interesting model for dematerialization and efficient use of resources. Actually, the offering of services usually entitles the use of certain product that contributes to the delivery of a given functionality. This is the reason why typically services are also called product-service combinations. These product-service combinations can be classified as: Product-Oriented: where ownership of the tangible product is transferred to the consumer, but additional services, such as maintenance contracts, are provided.

34. Services Traditionally, sustainability has been related to production processes and product design. It is on the last years that services are gaining momentum as an interesting model for dematerialization and efficient use of resources. Actually, the offering of services usually entitles the use of certain product that contributes to the delivery of a given functionality. This is the reason why typically services are also called product-service combinations. These product-service combinations can be classified as: Product-Oriented: where ownership of the tangible product is transferred to the consumer, but additional services, such as maintenance contracts, are provided. Use-Oriented: where ownership of the tangible product is retained by the service provider, who sells the functions of the product through modified distribution and payment systems, such as sharing, pooling, and leasing.

35. Services Traditionally, sustainability has been related to production processes and product design. It is on the last years that services are gaining momentum as an interesting model for dematerialization and efficient use of resources. Actually, the offering of services usually entitles the use of certain product that contributes to the delivery of a given functionality. This is the reason why typically services are also called product-service combinations. These product-service combinations can be classified as: Product-Oriented: where ownership of the tangible product is transferred to the consumer, but additional services, such as maintenance contracts, are provided. Use-Oriented: where ownership of the tangible product is retained by the service provider, who sells the functions of the product through modified distribution and payment systems, such as sharing, pooling, and leasing. Result-Oriented: where products are replaced by services, such as, for example, voicemail replacing answering machines.

36. Some opportunities that you, as an entrepreneur, can explore are: Rental service of anything! Think of the products and devices that you have at home take space and that are rarely used. Focus on one vertical, for instance power-tools, art, bikes. Peer to peer sharing of products. Think of cars, apartments, tools or textbooks.

37. Fashion Sustainability and green entrepreneurship is spreading to industries like fashion and textiles. Environmental impacts of the textile and fashion industry can be found on the nature of the materials and fibers, energy and water consumption during production and maintenance, as well as on the use of certain dye that might be toxic and lead to pollution. In addition, fashion is now considered a fast consumer good, due to the high rotation of products in store and cost reduction. As a result, the environmental impacts of this industry increased in the last decades. Sustainable fashion refers to the practice of designing and bringing fashion articles to the market that take into account their potential environmental effects, and aim to reduce them.

38. A green business is still a business after all and should be regarded as such. The main mistake of green entrepreneurs that fail is that they focus 90% on “green” and only 10% on entrepreneurship. Without a sound business model, there’s not green entrepreneurship.