A start-up is a very small but dynamic enterprise in its early stage, and therefore the strategies involved are different from the strategies of mature enterprises. The aim of this research was to deepen and broaden the knowledge of the strategies regarding the launch of micro enterprises and thus improve their competitiveness and viability. Our two-phase field research identified a spectrum of business strategies using factor analysis. The strategies selected will help to better understand the activities of start-ups in a competitive environment. Half of the spectrum of the identified strategies explain start-ups as an ambitious action in the international space with an emphasis on defining a unique quality or an active action that is an expression of the viability and perception of the business environment. The other half of the spectrum consists of strategies that are unclear and non-conceptual, i.e. limited by no central idea. In the second phase of research, the share of rational and action strategies increased slightly. Nevertheless, the identified strategies, which are considered to be the natural approaches of start-ups, have shown little impact on performance that would confirm their rationale and efficiency. Of the generic strategies considered to be standard for any company, only the typology of a strategy clock, based on price along with value added criteria, showed an impact on start-up performance.