<![CDATA[Abstract. Tea.dieu is a micro, small, and medium enterprise (MSME) in Subang Regency operating in the food and beverage industry, specializing in modern herbal beverages made from natural ingredients such as butterfly pea flowers, roselle flowers, and Subang pineapples as local resources. Amid the increasingly competitive beverage industry, Tea.dieu requires an appropriate business development strategy to enhance its competitiveness while ensuring business sustainability. This study aims to analyze Tea.dieu's business development strategy using an applied research approach with a descriptive qualitative method. The analysis was conducted using the Business Model Canvas (BMC), SWOT analysis, Porter's Five Forces, the Balanced Scorecard (BSC), the BCG Matrix, and business target and performance analysis. Data were collected through observation, documentation, literature review, and a preliminary survey involving 93 respondents. The results indicate that Tea.dieu's strengths lie in its natural product innovation, utilization of local resources, and business legality, as demonstrated by its Business Identification Number (NIB), Halal Certification, and Intellectual Property Rights (IPR). The proposed business development strategies include product diversification, packaging innovation, strengthening digital marketing, and increasing production capacity to enhance competitiveness and support the sustainability of Tea.dieu. Abstrak. Tea.dieu merupakan UMKM di Kabupaten Subang yang bergerak di bidang makanan dan minuman yang mengembangkan minuman herbal modern berbahan alami, seperti bunga telang, bunga rosella, dan nanas khas Subang sebagai potensi lokal. Di tengah persaingan industri minuman yang semakin kompetitif, Tea.dieu memerlukan strategi pengembangan usaha yang tepat agar mampu meningkatkan daya saing sekaligus menjaga keberlanjutan usahanya. Penelitian ini bertujuan menganalisis strategi pengembangan usaha Tea.dieu menggunakan pendekatan penelitian terapan dengan metode deskriptif kualitatif. Analisis dilakukan menggunakan Business Model Canvas (BMC), analisis SWOT, Five Forces Porter, Balanced Sorecard, BCG Matrix, serta analisis target dan kinerja usaha. Data diperoleh melalui observasi, dokumentasi, studi pustaka, dan survei awal terhadap 93 responden. Hasil analisis menunjukkan bahwa Tea.dieu memiliki keunggulan pada inovasi produk berbahan alami, pemanfaatan potensi lokal, serta telah memiliki Nomor Induk Berusaha (NIB), Sertifikat Halal, dan Hak Kekayaan intelektual (HKI) sebagai bentuk penguatan legalitas usaha. Strategi pengembangan yang dihasilkan meliputi pengembangan varian produk, inovasi kemasan, penguatan pemasaran digital, dan peningkatan kapasitas produksi untuk meningkatkan daya saing serta mendukung keberlanjutan usaha Tea.dieu.]]>
