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Small businesses typically have limitations in areas of modern marketing and the use of ICT and I-commerce (Internet-commerce) in particular for penetration of new (mainly international) markets. An approach that can be used to address these limitations – i.e method and implementation concepts based on the use of external consulting team (including University students) - is presented in this paper. Our approach is practically oriented and has attractiveness for small businesses in that it typically can provide practical results in relatively short time (several months) with reasonable costs. Practical usefulness of this approach, which is also an example of University–Industry partnership, is illustrated by implementation of method in a small Czech business.