This study aims to analyze the developmen tstrategyof herbs"assyifa'a" in Palu, Central Sulawesi, by identifying the internal factors and external factors. Respondent performed (purpossive) intentionally from the internal and external, namely the efforton the part ofconsumers. Once the processof analysis and discussion, regarding the achievementof this research and then give nadvice that canbe usedin the implementation ofthe strategy undertakenon designingbusiness development strategy with SWOT method. Things that affect and cause strength (strength), weakness (Weakness), opportunities (opportunity), and threats (threat) on herbal plant products and system sthatexist in the"Assyifa'a". SO strategies generated by looking atthe abilityof"Assyifa'a"to implementation is asfollows isincreasing production capacityeconomically with good quality. Increasemarket share(market share) inthe primarymarketandmaximizingthe volume with optimum volume outside the mainmarket. Improving human resourcestobe able toutilizethe resources that supportas araw material, inthis caseof courseis expectedabsence of government support.