Cassava is very flexible in being processed into food products, both directly and indirectly, therefore an idea emerged regarding the development of processed cassava products to become a part of today's culinary delights. The aim of this research is to analyze internal and external factors and analyze the Borneo cassava chips business development strategy using SWOT analysis. The research location is located at Jalan Kebun Raya No. 95 RT 05 Rw 02, Cindai Alus Village, Martapura District, Banjar Regency, starting in April 2023. The types of data used are primary and secondary data. The data collection techniques used were observation, interviews and documentation. Based on the position matrix obtained from calculating the weight of the From the results of combining and matching the IE matrix through the IFE and EFE results, cell division 5 is obtained, namely implementing market penetration and product development strategies. From the results of the SWOT analysis, it is known that the strength factor is the maintenance of product quality and quantity, the weakness factor is the lack of promotion and innovation in terms of both taste and product, the opportunity factor is that the demand for cassava chips products is quite high and the price of the product is cheaper than similar products, the threat factor is the brand. trades that are not listed and the number of similar companies.