Abstract: There is little published literature available on urban contemporary Indigenous entrepreneurs in Australia. The paper defines the Indigenous Australian entrepreneur and provides an insight into the contemporary environment in which these entrepreneurs operate. Through case study analysis, the Indigenous cultural paradigm of success in entrepreneurial activity is examined. It explores commonalities among the participants, examining their educational and training expertise, their sacrifices and survival techniques in business, and investigates what makes them different from non-indigenous Australian entrepreneurs. The study provides a framework or foundation for future research on Indigenous entrepreneurs.