**2. Entrepreneurial thinking and principles for a successful startup**

#### **2.1 Entrepreneurial thinking**

Entrepreneurial thinking is a concept that denotes the working of the mind, and mental activities, bringing our emotions to change and improve through material activities to help us have a good awareness of entrepreneurship. The learning and working process of everyone is an extremely important activity that helps each form entrepreneurial thinking. The problem of thinking in start-ups plays a very important role, if everyone does not have a clear and sharp thinking mind, it is difficult to succeed in the process of turning business ideas into reality. There is no new or old concept of entrepreneurship, only the results you create from your thinking are important, the main thing is that those results match market needs and bring profits to you. When starting a business.

The reality of starting a business has proven that successful startup projects are based on the ideas, determination, and relentless efforts of startup individuals. What is decisive is entrepreneurial thinking, the suitability of the thinking to the times in which business ideas lead to recreating products and services that meet market needs. Since then, we can all be aware that, if we are afraid to change our minds, only keeping one way of thinking will not be able to meet our actual needs. There is no denying that thinking forms in stages. However, not every business can survive and thrive the way that phase is unfolding.

Then why not change to get better results right? Risks in business are inevitable. Instead of hiding, being sad, and letting go, it is necessary to calmly find a solution to each problem. It can be said that this is the entrepreneurial mindset that needs to be "programmed" into the awareness of every young person who intends to start a business. Because starting a business is a series of journeys to solve and fix problems. In the end, the result will be a strong, stable, and profitable business. If you cannot find a solution yourself, you need to get help from a partner or advisor. Knowing how to listen and think will be the key to helping you now. Some important entrepreneurial mindsets drawn from many startups in practice are: Not afraid to change; Finding the right solution before every problem; Starting a business must go with passion; Crisis is obvious. Understand the benefits and value of an entrepreneurial mindset. However, you are having problems in the process of forming it.

Here are five golden rules to help you get in the right direction in business.

*Principle 1: Start with existing capital:* Starting a business is not afraid to commit, fail, and do everything from existing capital. You have the skills, you know, you have the passion. All are essential elements to starting a business. Large capital is an advantage, but little capital is not an obstacle to a good idea. Because if you invested a lot of capital, you have a strong source of money, but the start-up plan is not feasible, and you will quickly lose that money.

*Principle 2: Turn challenges into potential:* Second thing to keep in mind: turn challenges into potential. It sounds abstract and impossible. However, keeping this principle will give you more energy and good thinking ability. That is, when facing a problem, in the process of solving it, it is necessary to know how to find opportunities in problems. Looking at all aspects of incidents, there is certainly potential and opportunity in some respect. Maybe it is just your negative outlook that is covering it up!

*Principle 3: The key lies in the relationship with the partner:* A fact to keep in mind is that: no business or company can exist and develop without cooperation and cooperation with other units. So the third principle refers to the relationship with the partner. Relationship-building plans are needed. Working on the principle: cooperate for mutual development, and support resources to succeed together. This issue also requires a clear plan and a realistic view to determine which partners can work for a long time.

*Principle 4: Take good control of everything:* Any situation is possible. Especially in the current market economy, which is always changing and tends to be excluded. To be successful, you need to keep in mind the principle of controlling everything, anytime, anywhere. It is important to ensure that before and during the start-up process, you are in control of the situation and are there to deal with it in time.

*Principle 5: Be alert and know your strength:* Since ancient times, we have had a saying: "Know people know me, a hundred battles a hundred wins." The meaning of this saying is also used as advice for young people who are cooking up their startup ideas. You must be alert and aware of your current abilities. Do not be overconfident, engage in directions that are not feasible for your company. This is shown most

clearly in the way of building business development direction. The entrepreneurial mindset is the key to helping businesses navigate in the right direction and achieve success. Having the right thinking, quickness, and awareness of the situation is a necessary element of a good leader.

### **2.2 Principles for a successful startup**

*The first principle is about business judgment:* Businessmen must business judgments 24 hours a day to be an entrepreneur. Business judgment is based on the ability to judge a situation, an offer, and an opportunity. This is an opportunity for entrepreneurs to put their egos aside and make informed decisions based on facts, not emotions.

*The second principle of entrepreneurship is critical thinking:* Entrepreneurs must possess the power of critical thinking to be able to see through the profit and loss statement. If you think you can do this—prove it to yourself, prove yourself right. Become an expert on the subject matter and use the power of critical thinking to make life decisions that will give you the will, the means, and the essentials to succeed.

*The third principle is sales motivation:* Selling is becoming more and more difficult. Entrepreneurs have to overcome many failures to sell successfully. If you do not have the motivation to sell, you will not be able to become an entrepreneur. Selling requires enough enthusiasm and perseverance. If you do not have enough enthusiasm and determination, you cannot sell and start a successful business.

*The fourth principle focuses on understanding sales:* You must understand how to move pieces around, attack, and defend. You must know the best ways to deliver and explain the value of your product to your prospects or customers.

*The fifth principle is to be creative:* You must be creative in a way that fits the market you serve. If you are not creative and do not deploy your imagination, you can never overcome doubt. This principle is consistent with Albert Einstein's point: "Creativity and imagination are more important than knowledge."

*The sixth principle is the spirit of coexistence:* Every great entrepreneur can live comfortably in their community. Do something in the community, do positive things, and contribute to society and humanity.

*The seven principles are to deal with objections:* In 1986, the Harvard Business Review wrote an article about salespeople and why some salespeople fail. The article states that nearly 90% of salespeople fail their first year because they cannot handle rejection. Entrepreneurship involves selling an idea or concept to someone and then implementing it. Entrepreneurs must know how to handle rejection to succeed.

*The eighth principle is that the question is the answer:* The power of an entrepreneur is expressed in the power of questions. Asking the right questions helps find a solution to the problem.

### **3. Sustainable entrepreneurship**

Sustainable entrepreneurship is a form of expression of a sustainability-oriented business concept, a business that focuses on increasing both social values as well as corporate values. Sustainable entrepreneurship aims to identify business opportunities for organizations with long-term sustainability, arising from putting sustainable entrepreneurship into practice. Sustainable startups often contribute to solving the most challenging local, regional, or national issues, such as climate change, financial crisis, political instability, and problems with jobs, as well as ensuring business success in a sustainable environment. The view of sustainable entrepreneurship has been pointed out by [14, 15] that sustainable start-ups must pay attention to solving economic, social, and ecological issues.

Sustainable entrepreneurship is the realization of sustainable innovations related to social, environmental, and institutional issues, impacting markets, and benefiting all actors in the economy [16]. These start-ups focus on new products, services, and new processes for the company itself, and for the business industry through the value provided with the transition from personal benefit to social benefit [14]. In line with this argument, the authors' dialectic emphasizes the process of proposing a vision of a responsible way of doing business, which is closely related to the notions of happiness, the good life, and productive work. Meaningful entrepreneurship and innovation for sustainable development (Sustainopreneurship) is an emerging concept emerging from the concepts of social entrepreneurship and ecological entrepreneurship, through sustainable entrepreneurship. This concept means using innovative business organizations to solve sustainability-related issues to create environmental and social sustainability as a strategic goal and aim while respecting established boundaries to maintain systems that support this process.

In the process of building a business in the spirit of sustainable entrepreneurship, entrepreneurs need to understand why and how the concept of sustainable entrepreneurship becomes a method and strategic management thinking throughout the process and business development. Sustainable entrepreneurship aims to identify the opportunities that arise from putting sustainable entrepreneurship into practice. Entrepreneurs need to determine where the journey can go: How does a concept succeed? What are the main motivations for doing it? What is the role of business in shaping the future of our society?

Entrepreneurship and innovation for sustainable development (Sustainopreneurship) is a new concept derived from the concepts of social entrepreneurship and ecological entrepreneurship, through sustainable entrepreneurship. The key issue of this concept is to form innovative business organizations to solve sustainability-related issues in the development process to create environmental and social sustainability as a goal. Strategic goals, while respecting established boundaries to maintain systems that support the process. Implementing sustainable innovations that focus on one or more world/society/sustainability-related issues for the organization's business is an important factor. Find/identify and/or invent solutions to a problem and propose innovation to deliver to the market by creating an efficient business organization. A profound transformation of an old mission)/sustainable business toward a cause, adding ecological/economic/social values and benefits, favoring the intangible—through the intangible chemistry/resonance. Adding value while preserving, restoring, and/or ultimately enhancing corporate value to maintain the ability to meet the needs of current and future generations of stakeholders.

Entrepreneurs pursuing entrepreneurship are the leading vanguard to creating a sustainable world, especially as innovation promoters [17, 18]. The sustainability of the development process must be integrated across sectors in the economy, integrating business interests with community interests, and linking communities with government and sectors of the economy [19]. Accordingly, there exist three main aspects of sustainable entrepreneurship, namely: the purpose and motive of the startup are to ensure sustainability; proactively find and/or create innovations to address sustainability issues; solutions to the market through the innovative organization; and add value to social life support systems.
