The main goal of the modern strategy of professional education is the formation of a competent specialist, competitive and ready for potential development and self-realization in society. Entrepreneurial potential is a set of diff erent abilities (updated and reserve), knowledge, skills and abilities of a person, allowing to adequately interact with the ever-changing organizational and economic environment. The article reveals the essence of entrepreneurial potential, analyzes its constituent elements, presents the structure. Ways of formation of professionally important qualities and competences for development of entrepreneurial potential of students within improvement of educational programs and educational process at University are indicated.