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This project combines fieldwork and academic research. It is aimed at designing, developing and testing a methodology to promote technology adoption among small business owners. It involves the implementation of e-commerce and online marketing tools in very small (micro) businesses that are excluded from the opportunities available to entrepreneurs in the so-called “startup ecosystem”.

The research effort involved in this project concludes that very little research has been published on the behavior of microenterprises with respect to e-business, and contributes to systematize our knowledge on the subject, providing relevant information for decision makers in organizations whose aim is to support beneficiaries.

This being a project to promote technology adoption, the human element has proved to be the number one success factor.