Assessment and Forecasting of Business Profitability in the Formation of Entrepreneurial Potential in the Context of Sustainable Development

The article examines the problems of assessing and forecasting business profitability in the formation of entrepreneurial potential in the context of sustainable development. It was determined that in the formation of entrepreneurial potential, considerable attention should be paid to the analysis of market conditions and the competitive environment, which helps to identify the strengths and weaknesses of the business, as well as opportunities for growth and threats that can affect its profitability. For research, analysis, modeling and forecasting of the level of profitability of production of products in the formation of entrepreneurial potential in the context of sustainable development, it is proposed to use the method of combining quantitative methods of forecasting. Based on the example of activities of FG "Barvinok" of Lohvytskyi district, FG "Veselka" of Karliv district and FG "Gryga" of Poltava district, the assessment and forecasting of business profitability in the formation of entrepreneurial potential in the context of sustainable development is proposed. Relatively positive prospects of the profitability of the mentioned farms have been clarified. At the same time, the constant variability and instability of the external environment requires systematic monitoring of the profitability of business entities. Assessing and forecasting business profitability in the context of sustainable development is a complex process that takes into account a wide range of factors and contributes to the formation of sustainable entrepreneurial potential. It allows enterprises not only to achieve high financial results, but also to contribute to the sustainable development of society