Researchers of the school of engineering of the Pontificia Bolivariana University of Medellín (Colombia) have developed a web tool in which they are inspired by DNA. The tool is composed of 43 variables or key factors of innovation, which are all associated to a certain nitrogenous base. Every variable or key factor explains some of the following subprocess or innovation activity: planning and administrative processes, investment, communication and human resources. At the same time, each of them belongs to one of the dimensions of innovation set out in the Oslo manual: product-service, process, organizational and marketing. This tool introduces three structures of DNA of innovation (double helix), with which to try to explain the innovation in product- service, marketing and processes. The tool works under the assumption that the user knows how the key factors are related within their organization in accordance to the structure that is being analyzed. Up to this date, the tool has been applied by more than 100 entrepreneurs. On the basis of the results obtained, we analyzed trends and we were identified how is perceived or relate the key factors of innovation. This was done for those who had high impact on the structure of the DNA innovation in product-service as well as for the most representative relationships that are presented in some Colombian companies.