Sustainable development supposes unprecedented changes within the society in order to address complex challenges caused by the degradation of the natural environment and deepening of social gaps. Sustainable business, by creating value from the triple bottom line perspective, could bring an important contribution for the initiation and deployment of these changes. An important prerequisite in this direction is having a clear vision about what sustainable value could be. In this respect we present the major goals set at global and European level for sustainable development. Further, the analysis was performed on business start-ups based on clean technologies by analysing the invested capital and how various activities attracted this capital. According to results, energy, and especially solar energy, is the most attractive clean tech business start-up.