The aim of this project is to bring more eco-design into business practices. The specific approach to this project is to bring eco-design methods to startup with an introduction via the Lean Startup method. With the help of input of startup founders, a solution has been found in the form of an opportunity identification tool. This tool allows users to see how eco-design can benefit their business and how any changes induced by eco-design criteria will affect the business. This tool, called Improvement Identifier Canvas, is useable with the iterative approach applied in the Lean Startup. This allows to keep track of the ever evolving business and effect of eco-design changes.