Entrepreneurship Model for the Assessment of Entrepreneurial Potential Using Digital Tools

Objective: To develop a model of entrepreneurship based on digital tools for the assessment of the entrepreneurial potential of the entrepreneurship of students of Economics and Administrative Sciences of three universities. Theoretical Framework: Within the framework of business efficiency, conceptual models oriented to facilitate the conception and definition of ventures emerged, such as Canvas, Lean Startup, Customer Development Model, Disruptive Innovation Model, Effectiveness Model, among others (Corredor, 2021); Serrano, 2015; Bravo and Cárdenas, 2016). Structuring entrepreneurship models in the knowledge society and the dynamic world of information and communication provides advantages to Startups (Corredor, 2021). Method: Non-experimental design of mixed research approach. Sample of 27 students, selected intentionally. Data collection was done through focus groups and five instruments: Google trends, Soovle, Day D, empathy map and early adopter. Data were processed in Excel. Results and Discussion: A validated entrepreneurship model was configured by applying digital tools for entrepreneurship of business administration students. Research implications: The results can be applied to the field of entrepreneurship of students with university training in business administration sciences. It implies that they handle theories on market studies and surveys and, from practice, are familiar with computer systems and the use of digital tools. Originality/value: This study contributes to the literature by constructing an innovative entrepreneurship model that, based on digital and digitized tools, students can assess the business potential of their ventures with more certainty, this implies that, in practice, during the process of realization of the business idea, initially perform a diagnosis of the environment; and consolidate the initiative by establishing a connection with the target market.