Creating impact with satellite Earth observation

The pioneering startup Space4Good is using innovative geospatial techniques to solve global sustainability challenges. We asked managing director Alexander Gunkel how the company took its first steps in the industry, which obstacles the team had to overcome, and how they strike a balance between business and innovation. These insights into their real-world experiences and perspectives can provide inspiration and guidance for other aspiring geospatial entrepreneurs looking to make an impact.

Tell us more about your company and how it came about.
Space4Good utilizes satellite Earth observation (EO) methods to provide environmental insights for sustainable impact. We focus on deforestation, reforestation, carbon and biodiversity, giving our clients the data and insights they need to protect and restore ecosystems. In particular, we love working on nature-based solutions like forestry and agroforestry because they offer a solid path to scale regeneration globally.

We kicked off in 2017 with a simple idea: use remote sensing and GIS to do good, especially supporting organizations dedicated to the UN Sustainable Development Goals. Back then, we juggled day jobs because many nonprofits and grassroots groups didn’t have the budget for advanced analytics. Over time, though, as more clients caught on to the power of geospatial data, we were able to go all in. Now, Space4Good is dedicated full-time to turning cutting-edge tech into tangible planetary benefits.

As a newcomer in the geospatial industry, what were your initial steps?
I quickly saw that only a few organizations were utilizing the full potential of geospatial technology. My management traineeship at the European Space Agency gave me a glimpse of upcoming satellite missions, but it was only when I started applying EO methods at Space4Good that I truly understood both the capabilities and limitations.

In those early days, I made sure to connect with experts and find a supportive community. Luckily, the Netherlands is bursting with talented geospatial scientists who want to use their skills for good. We started out at the Space Business Innovation Centre in Noordwijk, then moved to The Hague to be closer to partners, clients and real-world challenges. Through repeated trial-and-error projects – sometimes spanning months – each challenge guided us toward more practical applications. Besides offering consultancy and project work, we now even have our first product applications such as ‘FORESTER’ which is a deforestation alert and prediction service for forest managers, as well as ‘CarboCatch’ which provides high- resolution carbon insights for agroforestry farmers.

Which challenges did you face in the early years, and how did you solve them?
Our early challenges ultimately made us stronger. Funding was the biggest hurdle; our target clients often lacked the budgets to pay us, so Space4Good remained an after-hours passion project rather than a fully-fledged company. Naturally, that led to high turnover, as our community members needed stable employment rather than a meaningful ‘hobby’.

We tackled this by zeroing in on where our skills and mission aligned with a viable business opportunity. Thankfully, interest in environmental insights started picking up across governments, NGOs and even industry, especially for nature-based solutions, carbon financing and environmental, social and governance (ESG) targets. By focusing on tropical forestry and agroforestry, we found a pressing environmental need with enough commercial traction to support our growth. That shift allowed us to turn our volunteer passion into a sustainable venture

How did you strike the right balance between the entrepreneurial side and the technological innovation side of the business?

When we first started, we were all about the geospatial tech push – innovating just for the sake of it. But turning these tech-driven ideas into a problem-centric sustainable business was a learning process. We had to try out different applications, see which ones truly solved real-world problems, and then figure out the business model behind them. On top of that, being a social enterprise adds another layer. Every solution we develop has to align with our mission of creating a positive impact on people and the planet. Balancing all of this required a team that’s passionate about tech innovation, entrepreneurship and our topical areas, plus partners who share our vision. Through trial, error and a lot of collaboration, we’ve found that sweet spot where cutting-edge geospatial solutions meet real market needs – without losing sight of why we started in the first place.

We are witnessing tremendous growth in the use of geospatial information to solve many different problems. How is this benefiting your company?

This surge in geospatial awareness has been a huge boost for Space4Good. More organizations are waking up to the fact that satellite imagery and spatial data can help tackle serious issues – like deforestation, wildfire risks, or carbon emissions – far more effectively. As a result, they’re seeking specialized solutions and are willing to invest in technology that once seemed out of reach. That’s where we come in: our expertise and applied project experience in Earth observation and analytics is in higher demand, letting us bring on bigger projects, collaborate with larger partners and ultimately drive more impact. We’re also seeing a wave of fresh

talent entering the field, which means it’s easier than ever to grow our team with people who share our passion for tech-driven social and environmental progress. Together with the global spotlight on sustainability, environmental compliance and ESG goals, it’s an ideal climate to keep innovating and scaling our efforts where they matter most.

The geospatial industry is characterized by a steady stream of fast-paced technological advancements. How are these driving your company forward?

Having gained on-the-ground project experience for the past eight years, we’ve learned that not all technological advancements, such as higher-resolution satellite imagery, lead to better solutions. It’s easy to get swept up in the newest sensors and models, but real-world impact means finding a balance between what’s cutting-edge and what’s practical – especially since many of our partners have limited budgets. That said, we’re still thrilled about emerging technologies like hyperspectral sensors and the incredible science community behind them, constantly refining models and generating new in-situ datasets. Our hands-on experience helps us decide if – and how – a new advancement truly benefits our clients, rather than pushing innovation purely for innovation’s sake. By staying grounded and assessing each tool’s practicality, we can adopt the best breakthroughs that genuinely solve problems on the ground, while keeping projects both impactful and financially accessible.

What are the dos and don’ts for startups looking to make a difference in the geospatial industry?

‘Fall in love with the problem, not the solution,’ is hands-down the best advice I’ve come across. The idea is simple: there are usually tons of ways to solve a single problem, but not nearly as many problems that match one specific solution. Add in the need for a scalable, repeatable and financially sound business model, and you can see why this advice is especially important for founders with a tech background. That said, geospatial technology has a huge role to play across numerous industries and along their value chains, so there’s no shortage of real-world challenges waiting to be tackled. The quicker you can test and iterate, the more likely you’ll find that sweet spot where your product or service truly shines. Finally, don’t be afraid to reach out for help, and pay it forward; it’s how we keep this amazing geospatial community thriving.

About Alexander Gunkel

Alexander Gunkel is a serial entrepreneur dedicated to harnessing space technology for social and environmental impact. Since 2013, he has co-founded three space-tech ventures, and he now leads Space4Good as its managing director. With degrees in mechanical engineering and business administration, he previously served as a project manager at the European Space Agency.