Earthenterprise Tool Kit - International Institute for Sustainable ...

EarthEnterprise Tool Kit
book. Many others are working hard to get their small companies on the map.
Charting the development of these firms is difficult.Most are private,do not fall
nicely into standard industrial classifications, and cannot be measure d
adequately using existing growth indicators.
All eco-entre p reneurs re q u i re a good understanding of their markets.
Competition will be ruthless, both from other start-ups and from large,
established companies that decide to exploit the green niche. Although market
expansion appears inevitable, it can be hastened by the regulations and
procurement policies of governments and corporations. Tracking these kickstarted
markets can result in large pay b a c k s , and a head start on the
competition.
New markets arising from international environmental agreements, legislation,
and revised resource pricing will require the development and use of new
technologies. The remediation and abatement technologies that launched the
environmental industry are often capital intensive. Small and medium sized
entreprises, without vested interests in traditional technologies, can jump
directly to more efficient, pollution prevention and sustainable technologies.
Wind turbines,small-scale cogeneration units, and manufacturing technologies
that incorporate recycled materials are examples.
Investors are often unaware of these emerging markets and technologies.They
are interested in high and relatively safe returns on their investments. Telling
them they can protect the planet will not convince them to part with their
money. But eco-entrepreneurs with a sound business plan, lower than average
projected costs, and reduced contingent liabilities can convince investors to
back their enterprises. Enthusiasm, competence, and trust are essential.
Sustainable enterprises are interested in a financial, environmental, and social
bottom line. They tend to make public commitments and then report on their
progress. Their openness often leads to unusual and profitable partnerships
with organizations that can extend the reach and influence of a small company.
In order to thrive, sustainable enterprises need bigger markets for their
products, services and technologies. Increased public awareness, enlightened
procurement policies, and strong enforcement of environmental regulations
will increase demand. Over time, as all products and services are made to pay
the full cost of the environmental and social burdens they cause, sustainable
enterprises will have a considerable advantage in both consumer and financial
markets. It is our hope that this Tool Kit will accelerate both the supply and
demand for sustainable enterprises.
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INTERNATIONAL INSTITUTE FOR SUSTAINABLE DEVELOPMENT