The objective of this research is to analyze the profile, condition and model for developing a business strategy for SME in producing processed fish products in Sumenep Distrct, Madura, Indonesia. The research involved 40 respondentsts and applied the SWOT, EFE and EFI approach. The results of the study showed that most of the respondentsts were young, uneducated females, while most of the SMEs are non-formal entities. The management ability and the marketing performance of the SMEs have not achieved optimal level, however, the production capability is promising. The SMEs in processed fish products in Sumenep Regency are more focused in addressing external factors rather than optimizing their own internal strength, meanwhile the strategy model for the business development applies the S-T (Strength-Threats) approach, which means leveraging its strength to address the constraints.