A connection between the SDGs and entrepreneurs is still missing in the ongoing discussion. How can they understand the SDGs for innovation and product/service development? And under which circumstances are their new products in line with human rights, social issues and environment? How can they prove, that their innovation is part of the solution and support SDGs. Start-Ups are bearing a huge responsibility, because their innovation should lead to products and services which are sustainable from the beginning. A new founding company should consider different aspects of sustainable development from the ground. There is no doubt, that the SDGs offers a wide range for innovation potential startups can use for creating a business model. But how should Entrepreneurs use this potential?