Developing and Assessing a Digital Entrepreneurship Training Program for Startups

Thesis Abstract

The rapid proliferation of digital technologies has fundamentally transformed the entrepreneurial landscape, necessitating targeted capacity development for startup founders to effectively leverage digital tools and platforms. Despite the increasing recognition of digital literacy as critical for entrepreneurial success, there remains a significant gap in structured, empirically validated training programs tailored specifically for startups seeking to enhance their digital competencies. This study aims to develop, implement, and evaluate a comprehensive digital entrepreneurship training program designed to equip startup entrepreneurs with essential digital skills, business models, and strategic competencies conducive to sustainable growth in a digital economy. The primary objectives are threefold (1) to design a theoretically grounded digital entrepreneurship training curriculum based on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB); (2) to implement the program among early-stage startup entrepreneurs in the technology and service sectors; and (3) to assess the program’s effectiveness in improving digital competencies, entrepreneurial intent, and business performance. The study employs a mixed-methods research design integrating quantitative and qualitative approaches to provide an in-depth evaluation of the program’s impact and contextual relevance. The quantitative component involves a quasi-experimental pre-test/post-test design with a sample of 150 startup entrepreneurs randomly assigned to an experimental group receiving the training and a control group that does not. Data collection instruments include a validated digital skills assessment scale, entrepreneurial intention questionnaires, and business performance indicators collected at baseline, immediately post-training, and three months after the intervention. Quantitative data will be analyzed using paired sample t-tests, ANCOVA to control for baseline differences, and multiple regression analysis to identify predictors of entrepreneurial success post-training. Complementing this, qualitative data will be gathered through focus group discussions and semi-structured interviews with 30 participants from the experimental group to explore perceptions of the training program's relevance, applicability, and perceived obstacles. Data will be analyzed thematically using NVivo software, ensuring triangulation with quantitative findings to enrich understanding of contextual factors influencing training outcomes. Expected findings anticipate significant improvements in digital literacy levels, increased entrepreneurial intent, and enhanced business performance metrics among participants of the training program compared to controls. It is hypothesized that perceived usefulness and ease of use of digital tools (as per TAM), along with positive attitudes and perceived behavioral control (per TPB), will significantly predict entrepreneurial behavioral intentions post-intervention. Additionally, qualitative insights are expected to reveal facilitators and barriers to digital adoption among startups, informing iterative program refinement. The contribution to knowledge lies in providing a validated, scalable model for digital entrepreneurial capacity building, grounded in established behavioral theories and tailored for startup contexts. This research advances understanding of the mechanisms through which targeted digital training influences entrepreneurial mindset, skills acquisition, and performance, filling existing gaps in empirical evidence within emerging economies. In conclusion, the study emphasizes that a structured digital entrepreneurship training program can substantially enhance startup viability in digitally evolving markets. Recommendations include integrating such training into national entrepreneurship development policies, fostering partnerships with technology providers, and promoting ongoing mentorship to sustain digital growth. Future research should explore longitudinal impacts of digital competency development and replicate the program across diverse regional contexts to substantiate its broad applicability and scalability.