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In this case we follow the development of a tourism business in Sweden with high sustainability ambitions. We explore how the entrepreneur started, ran, and expanded his business, which offers recreational fishing for high-end customers from all over the world. The new firm works with value propositions, dealing with the common challenges of uncertainty, trying to get external funding, and finding suitable partners, all in light of sustainability—that is, the ways the entrepreneur tries to adjust his economic activities to the maximum carrying capacity, by carefully managing the natural resources his business relies upon (wild fish stock and the pristine wilderness of his sites). He is also trying to cooperate with and provide benefits to the local community in which his business operates. This case also illustrates some of the obstacles the entrepreneur encounters: the risk of losing access to the natural resource he relies upon as the local Sámi people suddenly, by court verdict, obtain exclusive rights to the fish; the problems of hiring local staff to benefit the community as they have other unpredictable activities to attend to (reindeer herding); the way his business credibility for the high-end market is threatened when local customers are served as they comprise a very different social segment; whether it is possible to claim a sustainable business as it involves a lot of air travel. This case provides learning opportunities connected to some of the challenges involved when trying to run a business, taking as points of departure the limits of nature and contributing socially while maintaining financial viability. Through this, the student will gain insights into many sustainability challenges facing an entrepreneurial venture.