Introduction According to Sarasvathy (2008) there are two distinct strategies of approaching business ventures. Sarasvathy identified that causation is a strategy that is strictly reliant on a plan set initially. She described another strategy referred to as effectuation. Effectuation model describes the situation in which a business changes in accordance to emerging issues. This model is applied highly by entrepreneurs when venturing into businesses. This essay will focus on evaluating the suggestions of commentators about entrepreneurs and the models. Academic concepts There are various conceptual factors that are applied to facilitate appreciation of businesses. The factors that are listed below represent the ideas enabling concepts of business ideas to flourish. Effectiveness This is the degree to which a problem is solved (Needham & Dransfield 1994). For a business plan to work precisely, it should focus on the extents of marking and determining the prevailing solution. When the prevailing solutions, directive and proper guideline are enacted they go to fit the issue at hand. This presents a good atmosphere for business development and proper progress. An effective business model facilitates the initiation of proper business strategies that are potentially productive with time. It is vital to note that descriptive analysis converge a wide range of ideas into a comprehensive statement targeted to fulfill the ultimate business goal (McKelvey 1996). For these reasons, entrepreneurs prefer this dynamic model that maximizes profits according to situations. Assessment This involves checking the validity or performance of an influenced decision from time to time (Steingold 2004). It ensures minimal mistakes are made on decisions made concerning the new ventures. Assessments display the nature of the prevailing factors around a business. These assessments help to mitigate the factors and modify the business interactions within the environment. In this way, business manages to exploit the surrounding factors to its advantage. Assessments are, therefore, vital in mitigating the direction of the business and ensuring that proper measures are considered amicably. Accountability The decisions made concerning the new venture should be realistic and reliable for its outcome (Udell 1991). In most cases, there are factors that must be considered through all means. These include being accountable to the activities that a business performs. For instance, if there are some influences concerning pollution of the environment, there must be responsive factors incorporated to fit into this situation. Probably, the business must take responsibility by hiring people to take care on this issue. The entrepreneurs prefer effectuation due to the ability to change strategies in accordance to situations. For instance, repairs and urgent issues are addressed amicably. Business Models Merchant These are wholesalers and retailers of goods who sell their goods via listing prices or carrying out an auction. They must be present and available at the prevailing business plans (Forsyth 2002). They, also, set up some systems that seek to put their customers on a competition bid. As a result, they have a chance of selling