Yes, I absolutely think you can call this entrepreneurship. You don't need to follow the narrowest definition of the word, which would involve someone striking out on his own and starting a new company. "Entrepreneurship" does mean that, but it also can refer to a broader set of activities and accomplishments. Think about the key ingredients of a successful entrepreneur: a willingness to take risks, leadership, initiative, creativity, persistence, etc. If you can show that you exhibited these kinds of traits in your project, then I think it's fair to call it entrepreneurship.
Maybe the biggest difference between a "typical" entrepreneur and you is that you were still within the relatively safe confines of a large company. You may want to make clear at some point in your app that you appreciate this difference, but don't apologize for it. Adcomms will understand!
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