Purpose: This paper presents a university service-learning program as an innovative model of assistance to deliver business development services to Mexican microenterprises. Design/methodology/approach: The main objectives were to deliver business development services in situ at no cost to unprivileged enterprises, conduct research on microenterprises development and build up a service-learning model of teaching and learning for students in the field of economics and surrounding disciplines. It was implemented by the Autonomous University of Baja California. It plays an important role in providing real cases and concepts on business, economics, markets and fiscal regulations. The service-learning approach prepare to students to be generous, selfless, problem solvers and job creators. Findings: The experience demonstrates that program can play a key role, both in supporting disadvantaged microenterprises and in providing meaningful learning experiences to students. The program has shown its ability to take advantage of institutional, human and financial resources already released to higher educations institutions (HEI) and government, to support social business extensively, as to make less critical the use of resources in the form of subsidies. Originality/value: This program was employed by the Mexican State Government of Baja California as a compensatory public policy against the unemployment burden created by the global crisis between 2009 and 2013. About ten thousand individuals pushed to necessity-driven entrepreneurship or informal social enterprises were assisted, trained and formalized in the tax authority by 700 university senior students.