South Africa - Business creation project

Describe your project or startup in a few words

GreenRoots helps SMEs develop ESG portfolios within global standards, boosting their market competitiveness. Our online platform connects large companies to ESG-compliant suppliers, dually acting as a sustainability data hub within the SA growing market.

01.01 Describe your project in more detail

GreenRoots is a business targeted at assisting SMEs develop their own ESG portfolio in compliance with global ESG standards thus providing them a competitive edge within the well-established markets. GreenRoots aims to develop each client's ESG reporting strategy, implement data processes to consolidate, verify and audit ESG information, establish a reporting standard, and generate an ESG rating per client. Each consolidated GreenRoots ESG rating along with the associated client company information will be uploaded onto the online GreenRoots ESG platform as a company profile. The GreenRoots ESG platform will allow a portal for big companies to locally source ESG-compliant and accredited suppliers; thus boosting their own company ESG ratings. By housing ESG data GreenRoots is also enabled to act as a data hub for ESG metrics within the South African SME market further aiming to provide insights, business strategies, recommendations and market-related data.

01.02 What is the main problem you are trying to solve?

ESG is a space in which only big companies have the luxury of joining. GreenRoots aims to assist SMEs join this fight. Currently, big companies are in a position to reconsider which companies they do business with as their desire is to reinforce their ESG compliance and increase their ESG ratings. There are three gaps which exist 1. Big companies do not have a portal to source ESG-compliant suppliers. 2. Small businesses do not have the knowledge or foresight to understand the business opportunities which exist for them by becoming ESG compliant. 3. Companies struggle to build their Scope 3 portfolio as suppliers do not have ESG portfolios of their own. GreenRoots aims to tackle each of these key problems by bridging the gap between SMEs and large corporations. This enables the SME market to act competitively in a growing sustainability sector thus allowing South Africa to adapt and compete within global markets.

01.03 Tell us the major benefits and/or advantages of using the product/service that your project intends to provide (at least 3).

GreenRoots empowers SMEs to enhance competitiveness through ESG compliance. SMEs develop robust ESG portfolios meeting global standards, appealing to large companies focused on ESG criteria. The platform connects SMEs with ESG-compliant suppliers, expanding business opportunities. GreenRoots provides expertise in ESG reporting, verification, and auditing, ensuring compliance and credibility. Acting as a data hub for ESG metrics, GreenRoots acts as a strategic partner to SMEs and large corporations by offers insights, recommendations, and market data, aiding informed decision-making and operational efficiencies. By addressing gaps in supplier sourcing and educating SMEs on ESG benefits, GreenRoots fosters sustainability and competitiveness in the global market.

01.04 Please describe who exactly your project is aimed at serving. Who are the targeted beneficiaries?

GreenRoots primarily aims to serve small and medium-sized enterprises (SMEs) seeking to enhance their Environmental, Social, and Governance (ESG) practices. These SMEs benefit from GreenRoots' services by developing their own ESG portfolios in compliance with global standards, thereby gaining a competitive edge in established markets. Additionally, large companies looking to reinforce their ESG compliance and enhance their ESG ratings are targeted beneficiaries. By using GreenRoots' platform, these companies can source ESG-compliant suppliers locally, improving their overall supply chain sustainability and meeting their corporate social responsibility goals. Ultimately, GreenRoots aims to empower SMEs to thrive in the ESG space and facilitate sustainable business practices across industries; thus enabling the South African economy to compete in a growing global sustainability sector.

01.05 When did you start working on your project?

2024-06-01

01.06 How many other partners are associated with your business venture?

0

01.07 Among the other partners, how many are female?

0

01.08 Please describe the profile of each of the other partners (skills, experience, etc.)

Kelan Naidoo MScEng (Bursary awarded from the National Research Fund of SA), BSc Eng (Honors): Sustainability program manager with the renewable energy space; overseeing a key client in the sustainability sector; assisting this client to achieve back-to-back international awards for sustainability and renewable energy. Currently, overseeing a program of 33 individuals, with program subdivisions such as Asset Management, Plant Monitoring, Data Analysis, Consulting and Client Engagement. Substantial knowledge within the sustainability sector, operational efficiency, carbon reporting, utility reporting, business optimisation, and sustainable insights. Leader in team management a mentorship. Passionate about changing and empowering South Africa within the renewable energy sector.

01.09 If you have a website, a social media page (Facebook, Instagram, Linkedin…), or app, please provide the link here:

https://www.linkedin.com/in/kelannaidoo/

01.10 Which industry best describes your project?

a) Energy (equipment, services, sustainable energy and fuel)

02.01.01 My project contributes to the No poverty goal

6

02.01.02 No poverty - Justification

As the child of a small business owner, I understand the challenges faced in a market dominated by big companies targeting established firms. It's daunting for small businesses without the budget to scale or market effectively. GreenRoots addresses these hurdles by empowering small business owners, and providing them with a platform to compete and amplify their voices. In South Africa, there's a critical need to support young entrepreneurs, a mission GreenRoots wholeheartedly embraces. By bridging the gap between knowledge and opportunity, GreenRoots aims to uplift struggling markets, enabling more small businesses to thrive competitively and contribute positively to the economy.

02.02.01 My project contributes to the Zero hunger goal

5

02.02.02 Zero hunger - Justification

GreenRoots addresses Zero Hunger, by prioritizing community empowerment and upliftment as core to its vision. In alignment with this mission, GreenRoots dedicates a percentage of its sales to support underprivileged communities through initiatives such as providing food aid and fostering leadership development. These efforts not only contribute directly to alleviating hunger but also promote education and skill development within communities, thereby advancing SDG 2's goal of ensuring access to safe, nutritious, and sufficient food for all people year-round.

02.03.01 My project contributes to the Good health and well-being goal

5

02.03.02 Good health and well-being - Justification

GreenRoots actively contributes to achieving health and well-being among small and medium-sized enterprises (SMEs). Through educational initiatives and advocacy, GreenRoots enhances workplace environments by prioritizing employee health and safety practices. The organization supports SMEs in providing access to healthcare services and advocating for employee benefits, including mental health support and wellness programs. GreenRoots aims to play a crucial role in guiding SMEs on safety protocols and facilitating access to necessary resources like personal protective equipment. Additionally, GreenRoots extends its impact through community health projects, promoting healthcare awareness and sanitation improvements, fostering healthier workplaces and communities, and enhancing the overall quality of life and well-being across South Africa.

02.04.01 My project contributes to the Quality education goal

4

02.04.02 Quality education - Justification

GreenRoots acts as a strategic partner in the ESG realm for each of its clients, focusing particularly on SMEs. By providing educational resources and fostering knowledge sharing, GreenRoots uplifts SMEs and enhances their understanding of ESG principles. This educational upliftment equips SMEs to integrate sustainable business practices, thereby strengthening their compliance and competitive edge in the market. Through tailored educational programs and ongoing support, GreenRoots empowers SMEs to navigate and excel in the evolving landscape of environmental, social, and governance responsibilities.

02.05.01 My project contributes to the Gender equality goal

6

02.05.02 Gender equality - Justification

GreenRoots aims to empower SMEs and large corporations alike, providing inclusive services without regard to age, sex, gender, race, or educational background. By eliminating gender bias, GreenRoots ensures a level playing field where businesses compete based on service quality. Through adherence to ESG strategies, GreenRoots promotes policies and compliance that support gender equality. Targeting the broader economic space, particularly SMEs, GreenRoots seeks to integrate South Africa and Africa into the global ESG market. This approach fosters equal opportunities, enhances ESG data monitoring, improves decision-making, and supports a more inclusive, gender-equal business environment.

02.06.01 My project contributes to the Clean water and sanitation goal

2

02.06.02 Clean water and sanitation - Justification

GreenRoots ensures the availability and sustainable management of water and sanitation for all, through various initiatives. The organization promotes water conservation and sustainable practices among small and medium-sized enterprises (SMEs), advocating for efficient water use and implementing strategies to reduce water consumption in business operations. GreenRoots also supports community water projects, facilitating access to clean and safe drinking water through infrastructure improvements and education campaigns. By raising awareness and providing resources on water management, GreenRoots empowers SMEs and communities to adopt responsible water practices, contributing to the achievement of SDG 6's objectives. Additionally, the organization collaborates with stakeholders to advocate for policies that prioritize water sustainability and equitable access to water resources, fostering long-term environmental stewardship and resilience in South Africa.

02.07.01 My project contributes to the Affordable and clean energy goal

6

02.07.02 Affordable and clean energy - Justification

By conducting energy audits and recommending efficient technologies, GreenRoots aims to promote renewable energy solutions and help SMEs integrate operational efficiency into their operations thus reducing energy consumption and costs. Acting as a data warehouse for ESG data in South Africa, GreenRoots consolidates Scope 2 emissions per client, identifying opportunities to lower energy costs and improve ESG ratings, promoting efficient energy use. Through education and awareness campaigns, GreenRoots encourages clean energy adoption. Supporting clean energy projects within SMEs, GreenRoots provides expertise in planning and management and advocates for policies favoring affordable and clean energy. By assisting businesses in accessing funding and incentives and implementing systems for monitoring and reporting energy use, GreenRoots helps track progress and impact. These efforts make clean energy accessible to SMEs and aids in African growth in sustainable development.

02.08.01 My project contributes to the Decent work and economic growth

6

02.08.02 Decent work and economic growth - Justification

Empowering SMEs promotes economic growth. Targeting SMEs aims to assist the masses in competitively joining the market by giving them a competitive edge. Growing the market at this opportune time also allows GreenRoots to set the standard in this niche market promoting a high standard of compliance and steady and secure economic growth.

02.09.01 My project contributes to the Industry innovation and infrastructure

7 - Strongly Agree

02.09.02 Industry innovation and infrastructure - Justification

GreenRoots focuses on industry, innovation, and infrastructure, by pioneering initiatives that empower small businesses to navigate the evolving renewable energy market in South Africa. Recognizing the rapid growth of renewable energy through Power Purchase Agreements (PPAs), GreenRoots fills a critical gap by creating a dedicated platform to educate and support small businesses. By providing sustainability reports, assigning ESG ratings, and integrating client information onto its ESG business platform, GreenRoots enables SMEs to enhance their understanding and compliance with renewable energy standards. This initiative not only fosters innovation and infrastructure development but also facilitates access to business opportunities for both large corporations and SMEs within the renewable energy sector, by bridging knowledge gaps and empowering market participants.

02.10.01 My project contributes to the Reduced inequalities goal

5

02.10.02 Reduced inequalities - Justification

GreenRoots aims to empower SMEs and large corporations alike, offering inclusive services regardless of age, sex, gender, race, or educational background. By eradicating economic bias, GreenRoots creates a level playing field where businesses compete based on service quality. Adhering to ESG strategies, GreenRoots promotes policy and compliance, targeting the broader economic space with a focus on SMEs. This initiative aims to integrate South Africa and Africa into the global ESG market, fostering equal opportunities, enhancing ESG data monitoring, improving decision-making, and eliminating special treatment and support in isolated markets.

02.11.01 My project contributes to the Sustainable cities and communities goal

3

02.11.02 Sustainable cities and communities - Justification

GreenRoots contributes to make cities and human settlements inclusive, safe, resilient, and sustainable, through its focus on sustainable urban development initiatives. By working closely with small and medium-sized enterprises (SMEs), GreenRoots promotes sustainable business practices that contribute to creating resilient and inclusive urban environments. The organization advocates for and supports initiatives that improve resource efficiency, reduce environmental impact, and enhance the quality of life within urban areas. Through its ESG (Environmental, Social, Governance) business platform, GreenRoots facilitates the integration of sustainable practices among SMEs, helping them to comply with urban sustainability standards and regulations. By fostering partnerships and knowledge-sharing, GreenRoots empowers SMEs to play a vital role in building sustainable cities and communities.

02.12.01 My project contributes to the Responsible consumption and production goal

6

02.12.02 Responsible consumption and production - Justification

By empowering SMEs to operate sustainably, GreenRootsaims to target reducing waste generation, promoting sustainable procurement practices, and ensuring sustainable management of natural resources in South Africa by focusing on ensuring sustainable consumption and production patterns, by empowering small and medium-sized enterprises (SMEs) to adopt environmentally responsible practices. Through its ESG (Environmental, Social, Governance) business platform, GreenRoots educates SMEs on sustainable production methods, waste reduction, and resource efficiency. By providing sustainability reports, assigning ESG ratings, and integrating client information onto its platform, GreenRoots encourages SMEs to implement measures that minimize environmental impact throughout their supply chains. GreenRoots advocates for policies that support sustainable production and consumption, collaborating with stakeholders to drive systemic changes towards more environmentally friendly business practices.

02.13.01 My project contributes to the Climate action goal

6

02.13.02 Climate action - Justification

GreenRoots aims to to combat climate change and its impacts, through its focus on promoting environmental sustainability and resilience. By working closely with (SMEs), GreenRoots encourages the adoption of practices that mitigate greenhouse gas emissions and enhance climate resilience. Through its ESG (Environmental, Social, Governance) business platform, GreenRoots assists SMEs in developing sustainable business strategies that align with climate goals. This includes providing tools for measuring carbon footprints, implementing energy-efficient technologies, and supporting the transition to renewable energy sources. By integrating sustainability reports and ESG ratings onto its platform, GreenRoots facilitates transparency and accountability in environmental performance, thus reducing carbon footprints. Additionally, GreenRoots advocates for policies that promote climate resilience and adaptation, collaborating with stakeholders to drive systemic changes towards a low-carbon economy.

02.14.01 My project contributes to the Life below water goal

4

02.14.02 Life below water - Justification

GreenRoots aims to conserve and sustainably use the oceans, seas, and marine resources, through its focus on promoting environmental sustainability in business practices. While primarily focused on terrestrial impacts, GreenRoots advocates for responsible resource management and reduced environmental impact across all sectors. By encouraging small and medium-sized enterprises (SMEs) to adopt sustainable practices, reduce waste, and minimise pollution,.

02.15.01 My project contributes to the Life on land goal

4

02.15.02 Life on land - Justification

GreenRoots addresses SDG 15, which focuses on protecting, restoring, and promoting sustainable use of terrestrial ecosystems, through its commitment to environmental sustainability and responsible business practices. By working closely with small and medium-sized enterprises (SMEs), GreenRoots encourages the adoption of sustainable land management practices that enhance biodiversity and ecosystem resilience.

02.16.01 My project contributes to the Peace justice and strong institutions goal

5

02.16.02 Peace justice and strong institutions - Justification

GreenRoots focuses on promoting peaceful and inclusive societies for sustainable development, by fostering transparency, accountability, and ethical business practices among small and medium-sized enterprises (SMEs). Through its ESG business platform, GreenRoots promotes good governance principles and supports SMEs in adhering to ethical standards and legal frameworks. By integrating sustainability reports and ESG ratings, GreenRoots enhances transparency in business operations, thereby building trust and credibility within the community.

02.17.01 My project contributes to the Partnerships for the goal

5

02.17.02 Partnerships for the goal - Justification

GreenRoots emphasizes the importance of partnerships for the goals, by fostering collaborations and partnerships among small and medium-sized enterprises (SMEs), large corporations, and stakeholders. Through its ESG business platform, GreenRoots facilitates partnerships that promote sustainable development initiatives and innovative solutions. By integrating sustainability reports and ESG ratings onto its platform, GreenRoots enhances transparency and accountability, fostering trust among partners and stakeholders.

05.01 There are a large number of customers who already use a product/service very similar to the product/service we envision creating.

1 - Strongly Disagree

05.02 The product/service we envision creating represents an entirely new type of product/service.

7 - Strongly Agree

05.03 The product/service we envision creating could be described as a new technology.

6

05.04 The product/service we envision creating is an improvement on an existing product or service.

4

05.05 The product/service we envision creating could be described as an extension of a range of products or services.

5

05.06 The product/service we envision creating responds to a demand or need that has not been satisfied by other products/services.

7 - Strongly Agree

05.07 The product/service we envision creating is a new version of an old product/service.

3

05.08 Justification

GreenRoots is a unique and innovative solution for SMEs, offering a holistic ESG approach, cutting-edge technology, and data-driven insights. It connects SMEs with big companies, provides expertise and support, and offers customizable solutions. GreenRoots' platform enables real-time monitoring, is scalable and flexible, and provides a one-stop-shop for ESG needs. By democratizing sustainability, GreenRoots empowers SMEs to thrive in the growing ESG landscape, making it a revolutionary solution for long-term success.

05.09 Who are your main potential competitors and what makes you stand out from them?

There are no existing competitors. Carbon auditors are doing one business aspect, but do not market this as a platform to businesses.

10.06 Are you initiating actions within your community to promote the role of female entrepreneurs?

None. However, I am a manager at my current company and believe strongly in woman empowerment, having hired female individuals.