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PLUX is a start-up entering in the market where innovation is a key issue. The company has 7 collaborators and sales revenue of €300 thousand in 2009, with a challenging goal of reaching the €10M by 2012, which represents an increase higher than 200% per year. They develop and produce devices to acquire Biosinals with application in the areas of sports, healthcare and research. PLUX has extremely competitive products but has also several weaknesses mainly associated with its start-up phase. The topics of Brand awareness and distribution network are examples of the disadvantage over older competitors that will be discussed in this IWP. The challenge when proposing the internationalization strategy was to conciliate the relevant factors extracted from both the internal and external scanning, taking into account a dynamic SWOT analysis. As result of this project, there are some recommendations I propose to PLUX to take in consideration. To collect the information, I had weekly meetings with PLUX, made research on internet, contacted some third party institutions and also made a trip of three days to Madrid.