The current model of decision-making in entrepreneurship is based on the behaviour of expert entrepreneurs through effectuation (Sarasvathy, 2008), however is this relevant to de-novo novice entrepreneurs? The underlying premise of expertise is that participants require a background level and extent of experience to even participate in the think-aloud experimentation (Dew, Read, Sarasvathy & Wiltbank, 2009). However, bringing together alternative theoretical models of expertise it is possible to capture novice entrepreneurs in their process of decision-making, including feedback and linear approaches (Winch & Maytorena, 2009) and analogical and heuristic thinking (Jones & Casulli, 2014).