Identificação e exploração de oportunidades empreendedoras digitais em Aracaju/SE

Abstract

This research addresses the identification and exploration of digital entrepreneurial opportunities and its object of study is entrepreneurs in the city of Aracaju, capital of Sergipe. This study analyzed how entrepreneurs identified and explored digital business opportunities. Regarding methodological aspects, it is classified as exploratory, applied and qualitative in nature. To collect data, a semi-structured questionnaire was used. The data captured during the interviews were analyzed with the help of the technique called Content Analysis. The results of the study revealed that, regarding the process of identifying the entrepreneurial opportunity, financial need stood out as the main motivation for the entrepreneurs under analysis to invest in their digital businesses. They confess to having awakened to the business by observing: a) other existing businesses, b) market needs; c) privileged information or c) tips from family and friends. The choice for the segment was based on: a) personal identification with it; b) the demand for products/services; c) the possibility of having more free time; d) financial return, among other reasons mentioned. Regarding the people who influenced the identification of the opportunity, the entrepreneurs interviewed highlighted that their family and friends were essential at this time. In addition to these influences, technology was another factor that contributed to this process. Still regarding the process of identifying the entrepreneurial opportunity, entrepreneurs identified difficulties, for example: a) financial accessibility to invest in the business; b) customer logistics; c) finding suppliers and d) with regard to marketing management to create posts for social networks. During the process of exploring the entrepreneurial opportunity, these entrepreneurs spend a lot of time and energy, especially on activities linked to digital advertising of the products/services offered. To remain prominent in the market, respondents have different strategies to attract customers, such as: a) offering gifts; b) affordable prices; c) innovate on social media and d) actively listen to customer feedback. Some factors imply the growth of these businesses, namely: a) time to dedicate to the business; b) demotivation and c) raw material and rental costs. To maintain themselves and grow in the market where they operate, these entrepreneurs collect information from other entrepreneurs, suppliers, customers and family members. In this way, the research revealed how the entrepreneurs interviewed behave in the process of identifying and exploring digital entrepreneurial opportunities.