Three Colombian entrepreneurs in search of the next great business opportunity

This case explores the journeys of three Colombian entrepreneurs: Carolina Trujillo, CEO of GoTok Music; Gustavo de la Vega, CEO of NativApps; and Javier Villota Paz, founder and production manager of Probionar. They each embarked on distinct paths, encountering diverse experiences, education, and circumstances. However, in 2019, they all faced a common challenge- deciding their next business venture. Uncertainty loomed over their abilities, skills, and resources for this decisive decision. This case highlights that identifying business opportunities extends beyond market data; personal factors significantly shape this process. The stories of these entrepreneurs serve as valuable lessons for students, showcasing the influence of internal and external elements in recognizing and capitalizing on business prospects. Their experiences offer insights into the intricate interplay of individual traits, circumstances, and market dynamics, encouraging students to grasp the multifaceted nature of entrepreneurial decision-making.