Nowadays, more than the 90% of the companies in Mexico (IPADE 2000) are companies that belong to families; therefore, they play a dominant role in the economy. The goal of this investigation is to indicate which factors affect, in a differential way, the rural and urban family business at Dzidzantun municipality in Yucatan State. The study of four family's companies of the municipality of Dzidzantun will help to explain which factors affect the continuity in this type of companies. Among outstanding factors in the research appears the family cohesion, good communication among the family members and the lack of training. The results could let the entrepreneurs develop a new perspective about continuity in their business: a valuable family patrimony.