Endeavor

Cities with the same entrepreneurial characteristics, such as infrastructure, market conditions, innovation capacity, availability of work force etc., can still, even so, differ sig- nificantly in their intensity of entrepreneurial activity. One of the factors for these differences can be the culture of each city. With the objective of measuring adequately the entrepreneurial culture of the fourteen Brazillian Capitals, Endeavor Brasil, in partnership with Grupo Troiano, pro- duced an exclusive study on this determinant, which is referenced in more detail within this annex. The culture determinant represents the cultural propen- sity of each of the capital cities for entrepreneurship. In other words, the entrepreneurial culture of a city indicates either a higher or lower frequency of behavioral and atti- tude-related characteristics that favor entrepreneurship. The dispositions to take risks, expectations in the house- hold and workplace, ambition, and a perception relative to the role of entrepreneurs in society are a few of the characteristics that may vary from city to city. In order to build a determinant of entrepreneurial culture for all 14 capitals, the research was done in two stages: the first of which was exploratory (qualitative) and the second, was based on numerical measurements (quantitative). This resulted in a numerical index that is used in the 'compu - tation' of this culture ranking in the general index of each capital, considering [1] "entrepreneurial potential" of the population and [2] the "entrepreneurial image" in the city. QualItatIvE pHasE: IntErvIEW WItH EntrEprEnEurs The qualitative stage of this study consisted in discover- ing, through lengthy and semi-structured interviews, the profiles of entrepreneurs and the comprehension of their history, perceptions, and challenges. Thirty-three formal entrepreneurs from across Brazil were interviewed, both men and women, in different stages of their careers and/ or businesses: pre-entrepreneurs, nascent entrepreneurs, experienced entrepreneurs, unsuccessful entrepreneurs, as well as scale ups' entrepreneurs that are supported by Endeavor Brazil. The interviews approached themes such as common char - acteristics in entrepreneurs (in contrast with other profes- sionals who chose other careers), managing strategy and leadership, focused particularly on the motivations behind their professional choices. The qualitative step had two concrete results: providing subsidies on the questionnaire for the quantitative stage and building entrepreneurial profiles in Brazil. Six different types of profiles were identified: Natural (someone who's naturally inclined), My Way (people who like things just on its ways), Situational (who just would become an entrepre - neur if the situation makes impossible not to do it), Heir (in a material or cultural way), Idealistic (that wants to change the world) and Millionaire (who are in it for the money). Each profile has particular expectations of the business, objectives, values, and management style. In the quantitative phase of the questionnaire, the six pro- files are considered entrepreneurial segments in each city. From the presence of each of the segments in a city, it is possible to estimate the local entrepreneurial potential. Together with the propensity for entrepreneurship, the size of the segments serves as a basis for calculation of the Cultural Index, as explained below. QuantItatIvE pHasE: survEY oF tHE popula- tIon oF tHE 14 CapItals oF tHE studY For this phase of the study a questionnaire was created that contained 31 structured questions. Its objective was to discover, for each of the people interviewed, which en- trepreneurial segment they belonged in, their perception on entrepreneurs (image of the entrepreneur), their ex- perience as entrepreneurs, and their entrepreneurial pro- pensity. The information that was gathered comprises the Cultural Index. The online questionnaire was applied on 3,917 participants, in the fourteen Brazilian State capitals selected. In each city there were approximately 100-400 participants, vary- ing proportionally to the population of each city. All the individuals interviewed were over 16 years old and resided in the city at hand. The application of the study occurred in the months of June and July 2014. Cultural IndEx The Cultural Index, the final product of this phase in the study, was calculated for each city by the linear combination 100

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