This paper presents the start-up case being experienced in South Africa by Greentecno S.A., a for-profit organization having headquarters in Switzerland and dealing in green technology solutions to be implemented in developing countries.
The analysis has been specifically aimed at investigating how this company, once identified the main opportunities and challenges, has strived to arrange a business model considered to be suitable to foster social-economic development in rural areas, while ensuring environment protection and business profitability, thus achieving environmental-social-economic sustainability.