Business plans become an important preliminary step for all Start Up. Properly defining the market segment and penetration, growth and operation strategies are activities that become essential. The objective of this work is to identify the necessary strategies that allowed a product called UDA-ERP to go from research to a business model. For this, a market study was applied by means of surveys to a group of micro and small companies in Cuenca, the third most important city in Ecuador. With the application of various strategic analysis tools, macro-strategies were determined that made it possible to establish a sustainable business model for a product resulting from an academic research project.

Keywords
Business model ERP, Start Up, Research, Sustainability and UDA-ERP.