The paper presents the development of the theory of entrepreneurship and the attitudes of the main theorists of economic schools in the last few centuries, with emphasis on the definition of the concepts of entrepreneur and entrepreneurship. The paper also analyzes the characteristics of the entrepreneur, entrepreneurial behavior, the abilities that make the entrepreneur successful and the motivation to start an entrepreneurial venture. In addition, the role of marketing and market research for new businesses and entrepreneurial ventures is examined and the importance of defining marketing strategy, business planning and market environment research as tools to increase the success and sustainability of entrepreneurial venture is determined. As part of this paper a reconnaissance (exploratory) market research was conducted through a semi-structured interview to assess the viability of the business idea. Information about the needs, expectations, attitudes of the customer and the demand for the planned service were collected through the conducted research. Respondents were business experts in the field covered by the business idea. The analysis of the data obtained through the conducted research determined the market demand and the need of potential clients for the planned service. The conducted research was crucial for the verification of the market justification of the business idea and for the decision to start an entrepreneurial venture.