The purpose of this thesis is to find out what it takes for entrepreneurs to negotiate strategically in order to ultimately influence systemic change towards sustainability. It focuses on the challenges sustainability entrepreneurs face as they negotiate their twin objectives of social mission and positive cashflow during their collaborative processes. To answer this purpose, I conducted a participatory action research with the entrepreneurs at Hubs Westminster, King’s Cross and Islington in London. The Hub is a global community of people from every profession, background and culture working to tackle the world's most pressing social, cultural and environmental challenges. The Framework for Strategic Sustainable Development (FSSD) was used as a lens for the overall research while the Seven Elements Theory of Negotiation targeted the negotiation process. The thesis demonstrates that some core challenges need to be addressed in the entrepreneur’s preparation for their negotiation; and that entrepreneurs can intentionally favourably position themselves through their strategic actions in their attempt to meet the need to combine economic objectives with concerns about social responsibility and environmentalism. The implication of the thesis lies in better awareness on how to aim at creative outcomes during collaborations. Its originality lies in shedding light in this niche and rarely touched combination of sustainability, entrepreneurship and negotiation.