This research employs the Attribution Theory by Weiner(1974)and the pull / push Model by Gilad & Levine(1986) as our main basis. Then we will try to find out the critical factors of beverage micro businesses, and the entrepreneurs’ motives, personal backgrounds, and type of business they chose. The following step is to analyze the entrepreneurs’ ability, difficulty of work, endeavor and luck to figure out how the critical factors affect the business. Furthermore, we intend to compare the difference of failure of each entrepreneur with different motive, personal background, and type of business he/she chose. Finally, we bring up the research conclusion and suggestions to provide for the academic study and the ones who like to start beverage enterprise in the future as a consultation.