Applying the Neuro-Fuzzy Approach to the Development of Digital Entrepreneurship Business Models

Abstract

The purpose of this article is to reveal the theoretical and methodological foundations of the development of business models of the entrepreneurial Internet environment using applied recommendations aimed at effective development under conditions of uncertainty. The paper considers the feasibility of using fuzzy logic and an approach to effective modeling of the development of business models of digital entrepreneurship. A typical structure of the system of fuzzy inference, as well as a hierarchical system of fuzzy inference for modeling a fuzzy system of development of business models of the Internet entrepreneurship is provided. Two categories of future uncertain events are identified separately, the occurrence of which will be either favorable for the business model (high profits, achievement of goals, obtaining planned results, and events), or will be unfavorable (risks of losses, lost profits, bankruptcy, etc.). It is specified that quantitative methods for assessing the efficiency of business models of digital entrepreneurship, for example, determining the costs of finding a client, calculating the lifetime value of a client, as well as methods for evaluating efficiency using a sales funnel (an indicator of the number of customers who have moved from the category of potential buyers to the category of real ones), can only predict, control and analyze the main stages of digital entrepreneurship. However, in the situation of uncertainty of the market environment, which can develop into an economic crisis, one of the problems of e-business management is the uncertainty of the initial data and the results obtained, on the basis of which management decisions are made in the future regarding the effectiveness of the development of business models on the Internet. This somewhat complicates the creation of economic and mathematical models allowing to formalize business processes in the company. That is why a new approach – FIB (fuzziness in business) is substantiated, allowing to operate with both precisely specified parameters and characteristics, information about which is vague and based on indistinct, subjective assessments of experts.