Having studied characteristics of micro-businesses located inside a public market a popular business model was discovered. Proximity between owners and customers is its strategic essence. Different types of popular businesses installed inside Moshoqueque market were studied. Since founding in 1974 it has satisfied its distribution traditional role of low-priced mass consumer products. Application of qualitative methodologies of scientific research in grounded theory was resorted to. In-depth interviews to owners were developed, multiple observations -participant and non-participant- on social practices management were made and, a review of this market history rooted in the population in zone was done to know its development. Essential findings are focused on construction of various types of external proximity: functional, relational, spatial, and identity. Other factors were discovered: agents' regulatory actions and their impact on infrastructure, traders' and customers' origins, role played by population in zone and the unceasing informality growth.