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This case is about entrepreneurial attributes exhibited by an Australian entrepreneur from Nannup, a small southwest country town in the timber belt of Western Australia. The growth of Arbortech, the company founded by entrepreneur Kevin Inkster, demanded greater formalisation of management and marketing. So, issues as to how an entrepreneur balances these with innovation, intellectual property and business development and ''finding better ways'' to capitalise on technology are approached here. The case describes the process of raising seed funds, developing a network of business angels and mentors, barriers encountered in the early stages of marketing, winning prestigious Australian awards and facing the imitators who are breaching the product patent rights. This is a rich case providing an overview of the entrepreneurial activities typically encountered by an entrepreneur during the start-up of a business venture. The case is well suited to engage the students in a class discussion about the entrepreneurial and psychological attributes (need for achievement, locus of control, propensity to take risk and the need for independence). This case contains colour exhibits.