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Many small companies active in the segment of information and communication technology demonstrate difficulties in terms of expanding their business and increasing the product and service portfolio. In this context, this study aims to apply strategic tools and business model in a micro-segment of the software industry inserted into a huge market competition and low entry barriers. A qualitative research was carried out, unfolded in three stages: initial diagnosis, which is developed in thedoi:10.14488/bjopm.2017.v14.n3.a4 fatcat:rqrpysigqnglnnrcfohcwuv3nq