Entrepreneurial ecosystem theory can be described as a continuation of traditional cluster theory and regional innovation system theory, the difference being that entrepreneurial ecosystem theory takes the entrepreneur as its focal point. This study explores the extent to which current frameworks can explain the dynamics of a rural ecosystem. We apply a single-case-study research design to a rare, rural and vibrant business ecosystem in western Norway in order to discuss the various elements of entrepreneurial ecosystem theory. Furthermore, we look at the assumption of the bottom-up approach that growth is generated principally by the main entrepreneurial actors. This study makes a clear distinction between formal and informal resources in the ecosystem and shows the key importance of access to informal resources. The study shows how the rural ecosystem is driven from the bottom up and thus offers valuable lessons to practitioners seeking to understand and facilitate the dynamics of rural entrepreneurial business.