Entrepreneurship action does not often apply techniques available to identify underlying attributes of processes and adequately analyze the strategy to be adopted for the establishment and amelioration of a particular business. Hence, the objective of this paper is threefold: to present the hedonic prices technique; discuss the utilities of the hedonic method; estimate a model of hedonic prices for the real estate sector of the Great Metropolitan Area of Sao Paulo (RMSP) and identify the attributes that in fact values and devalues residential property. The results bring clarifying information for economic and strategic valuation of investment projects.