<p><em>This study aims to determine business strategy and its impact on the income of independent entrepreneur families during the pandemic and the new normal era of Covid-19 (</em><em>A </em><em>Case study of the Al-Ichwan Banana Chips Business). This research is a type of descriptive qualitative research. The type of research data used is primary data and secondary data. In analyzing the data, researchers conducted observations, field research, in-depth interviews, and </em><em>segmentation</em><em> to obtain </em><em>the </em><em>relevant analysis. The researcher </em><em>directly visited</em><em> the object under study, namely Al-Ichwan's banana chip processed </em><em>SME</em><em> in Lera Village, East Luwu Regency, South Sulawesi. The results of the study show that business strategy can be carried out by utilizing technology in distributing goods through e-commerce platforms and using social media and continuing to innovate products. The revenue impact has decreased drastically considering the availability of raw materials has become scarce and prices have soared. In addition, entering the new normal era is a challenge in optimizing and revamping business strategies.</em></p>