This final project is centered on the development of a business strategy for Healthyle, a fishing startup dedicated to supplying quality and hygienic catfish. Healthyle aims to alleviate consumer concerns about catfish quality through a rigorous certification process. This includes evaluating internal factors such as strengths and weaknesses using the Internal Factor Analysis Summary and Value Chain analysis. External factors, including opportunities and threats, are assessed using the External Factor Analysis Summary, PESTEL analysis, and Porter’s Five Forces model. The Competitive Profile Matrix compares the company’s performance with its competitors, while the Strategic Factor Analysis Summary integrates findings from IFAS and EFAS. The SWOT analysis and TOWS Matrix further synthesize these factors to generate strategic options. These tools collectively provide a robust framework for strategic analysis and decision-making, enabling the company to understand its position, make informed decisions, and formulate effective strategies for competitive advantage. This research applied SWOT analysis to our organization in the Indonesian catfish industry