University of Vaasa - Vaasan yliopisto

Analysis
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Seeking commonalities in the three case studies gives us some insight into what may
be “a new breed of eco-conscious change-agent” in the form of ecopreneurs and the
companies they start up. A number of threads appear significant:
Firstly, what emerges from the primary and secondary data generated in this paper is
that the entrepreneurial force is more powerful because of its ethical element.
Indeed, the extant business models as discussed in the literature review above appear
to neglect the fundamental importance of the ethical drivers in the small business
arena. In a business world which is moving ever faster towards social responsibility,
it is perhaps exactly this ethical element which will determine the success of small
and large businesses alike. A more appropriate model may then begin by analysing
the ethical motivation of the entrepreneur and thus the raison d'être of the business.
Secondly, in all three case studies the entrepreneurs undertook their own ‘green’
education to become experts in their chosen fields; they are pioneers in the
environmental sense as well as in business.
Carry Somers for example, followed her MA by travelling in the Andean mountains
and seeing for herself the conditions and modus operandi of the textile businesses
already there. Kate Grubb thoroughly researched all aspects of eco-technology, both
simple and complex, before beginning what was essentially a self build of her ecocabin.
But perhaps most extreme is Trudy Thompson, acknowledging that she spent
a full two years conducting her own research into sustainable building, educating
herself to consultant level, before launching Bricks and Bread.
Thirdly, it is also important to acknowledge that all three of these sustainable
enterprises were launched with a great deal of practical knowledge and impetus.
That is, much of what was required was simply not available to ‘buy in off the shelf.’
Trudy Thompson for example claims that she's driven by “a real need to do things
and if she does them, she’s a better person for it.” These entrepreneurs are not of the
sit back and move money around variety but much rather are hands-on and even
‘hands-dirty’ in launching their business. It is perhaps also this pragmatic approach
which urges these entrepreneurs to overcome what at times must have seemed
overwhelming obstacles. Changing the fundamentals of the supply chain in an
established industry in the Andean mountains, for example, is no mean feat. Closer
to home - being refused support by most of the main banks must have seemed
equally formidable to Kate Grubb.
Fourthly, it seems that because of the sustainable elements, these eco-enterprises
require a risk tolerance perhaps over and above that which we expect in a “regular”
entrepreneur. The eco-entrepreneur appears to be on an even thinner wicket –
perhaps due to the infancy of their green industry sectors. It seems that adherence to
the green ethics of one's business only adds to the challenge. However the creativity
and stamina of these entrepreneurs is self-evident and “business creativity can do a
great deal to provide solutions and…can contribute to enhanced competitiveness”
(Design Council, 2009.)