The search for appropriate incentives to encourage entrepreneurship has involved much trial and error and policy experimentation and has helped spawn a substantive research domain investigating what factors determine the founding rates and survival of new firms. Research to date presents a valuable and diverse stream of inquiry but, for all its focus on supplying incentives, we do not yet have a clear picture of what potential entrepreneurs actually value most. In this paper we consider this market side of the policy equation. Our aim is to develop an understanding about what potential entrepreneurs value that - were they provided with it - would change their intentions about starting a new business.