Assessing Sustainability Activities in Sport-Related Software Start-Ups: An Application of the Triple-Layered Business Model Canvas

Due to the increasing number of environmental and social issues present in society, sustainability is viewed as the mechanism to remedy these issues. Researchers believe sustainability at the societal level is impossible without businesses embracing it first, and that the business model is the key component to integrate sustainability throughout the entire business. Start-ups are considered the ideal foundation for achieving sustainability in businesses, as this is when the business model is usually developed and refined. However, few start-ups are founded with sustainability activities incorporated into the business model. This project examines three software-based start-ups to understand what current or potential future environmental and social considerations are or could be incorporated into the business models, how the entrepreneurs view sustainability activities in relation to their start-ups, and how they view sustainability activities effect on receiving funding from venture capitalists. It is found that the three start-ups have very limited current and potential environmental and social considerations in their business model. Only one entrepreneur believes that sustainability and having environmental and social considerations can help receive funding from venture capitals.