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Abstract Opportunity identification is one of the central ideas of entrepreneurship, it is hard to discovery and recognize opportunities that have not been used because of their less experiences for entrepreneurs. The existing research lacks an indepth study of how the entrepreneurs use the opportunity prototype, and align the structural relation of technology and market to identify entrepreneurial opportunity. Adopting the protocol report analysis, the paper analyzes the role of opportunity prototype and structural alignment in the process of opportunity identification, and reveals how opportunity prototypes promote the reasoning of structural alignment. The results show that, entrepreneurs use more structural alignment to identify opportunities, and use less superficial features alignment; entrepreneurs who have a higher level of opportunity prototype use more structural alignment and less superficial feature alignment to identify opportunities. The findings enrich the cognitive theory of entrepreneurial opportunity identification and provide a basis for explaining the preconditions that some individuals can identify opportunities that others fail to see.
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