Why is it so hard for environmental startups to make it? Building a sustainable product is just one piece of the puzzle to building a successful company. The total amount of capital that is required for a green start-up can be quite massive to support the research, manufacturing, technology and expansion of the business. It can also be challenged by a well-established company that has more resources. The products and services in green startups have to be not only environmentally beneficial but also economical and usable by the consumers. Changing regulations and customer expectations can also be a challenge for the Systanability startups.