BusinessLocus: entrepreneurial styles

"The refreshing approach of Motivaction helped us to think from the perspective of the entrepreneur."
Rosan Sierhuis, Advisor of Region Stimulation at Amsterdam Chamber of Commerce

Entrepreneurs are people too
The SME (small and medium-sized enterprises) sector is the economic engine of the Netherlands. However, there is relatively little known about the diversity of SMEs. Against their better judgment, many government agencies, companies supplying the SME sector, and marketing and communications firms always assume that all SMEs take an equal approach to doing business, have the same standards and values, and place a priority on the same things. This is of course impossible. This sector is a colorful parade of diverse types of entrepreneurs. Motivaction has developed the BusinessLocus model on the basis of large-scale research into the motives, ambitions and values of entrepreneurs. This model divides SMEs into six practical entrepreneurial styles.

What is the BusinessLocus model?

  • The BusinessLocus model confirms the concept that SMEs do business on the basis of different values, motives and incentives. The model explains why entrepreneurs do what they do, why they make certain decisions, and why two seemingly similar companies can be so vastly different from one another.
  • The BusinessLocus model works with six types of entrepreneurs: developers, pragmatists, experts, guardians, hunters and loners, each of which has its own pattern of standards and values, and its own way of placing itself in the middle of its (business) world, or refrains from doing so.

How does it work in practice?

  • We can determine where an entrepreneur is classified in the model through a short online questionnaire.
  • BusinessLocus provides a great deal of context to explain why entrepreneurs make certain decisions, and why they do what they do.

How can BusinessLocus benefit you?
BusinessLocus provides government agencies, companies supplying SMEs and marketing and communications firms with more detailed information and explanatory strength in comparison with classical segmentation methods based on a company’s industry, size and stage in the business life cycle. The model provides tools for streamlining the approach to different entrepreneurial styles, and to enable more well-founded choices to be made in marketing, product development and communication decisions.

Would you like to know what type of entrepreneur you are? Go to to find out.

Hardworking, no-nonsense entrepreneurs who do what they enjoy doing and have a very strong emotional bond with their business.

Driven, intrinsically motivated entrepreneurs who attach a high value to enjoyment and personal development. This applies to both their professional and personal lives.

These are primarily young entrepreneurs with an extensive social network who are continuously in search of challenges and opportunities.

Self-confident and self-competent entrepreneurs who value their independence highly. They want to prove their expertise by providing quality.

Entrepreneurs with a strong sense of responsibility for both their company and personnel. They enjoy working, but could do without all of the other aspects involved.

These are usually older entrepreneurs with a very strong desire for freedom and autonomy. They prefer to work alone, and do not have any ambition to grow or innovate.

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