This article presents a proposal for the application of the New Product Development (NPD) approach to support the elaboration of innovation-based competitive strategies by software development companies. The proposal is based on the joint application of Portfolio Management, Product Platform and Technology Roadmapping methods, and on the cooperation among professionals from business and technology areas. It was validated and refined at a small business. The research suggests that the application of these methods may bring about positive results for software development companies, despite the existing significant differences between this sector and the NPD methods.