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In contexts of community health affected by floods, fires or frost, coffee marketing is an example to follow in order to observe local entrepreneurship. In this sense, the objective of the present work was to carry out a non-experimental, cross-sectional, exploratory study with a non-probabilistic selection of 300 coffee traders. Based on a structural model 2 = 1.335 (5gl) p = 0.935; GFI = 0.982; AGFI = 0.947; RMSEA = 0.000 reliability (entrepreneurship perception scale with alpha of 0.724) and validity were established for five dimensions alluding to perceptions of economic opportunity (32% of total variance explained), financial (22% of variance), sales (16% of variance), social (10% of variance), and environmental (3% of variance). the fourth factor reflected the construct (beta = 0.47), followed by the first (beta = 0.30) and the fifth factor (beta = 0.16). Based on the theoretical and conceptual frameworks, the study of the entrepreneurial perception in vulnerable groups engaged in the sale of coffee as a livelihood style is proposed.