This study aims to determine and analyze the influence of communication, creativity and competence on entrepreneurial ambition, the influence of communication, creativity and competence on small business performance and the influence of entrepreneurial ambition on small business performance. The study population is all small business actors in Kendari City which is determined based on the slovin formulation totaling 100 samples, in addition to the criteria where the business has been running for more than 3 (three) years and meets the criteria for small businesses. The analysis tool used is SEM Partial Least Square (PLS). The results showed that communication, creativity and competence have a positive and significant effect on entrepreneurial ambition, then communication, creativity and competence have a positive and significant effect on business performance and entrepreneurial ambition have a positive and significant effect on the performance of small businesses in Kendari City.