Personal ambition/satisfaction → always wanted to do it building your own business may help individuals reach higher goals in life
Interest may be passionate about the product or service they provide
Challenge
To keep a family business running → taken over from family member
Reward for own efforts to make profits → earn income
Can exploit an opportunity/identify a gap in the market to increase wealth
Provide a service to local community/ social enterprise
Use skills → learnt in previous job/ experience/interests/hobbies → knows own strengths/weaknesses
Be own boss/to be in control this will give greater flexibility than employment → to be able to make own decisions
No work available to get a job may be no similar business locally
Use qualifications gained in school/ college or in previous job
Encouragement by external/government agencies to set up own business → support and advice offered by agencies → e.g. GO Wales, Careers Wales, Prince's Trust
To use redundancy pay to take advantage of the opportunity to set up a business
Easy to set up→no qualifications needed → no formal documentation may need limited finance → site available