Indonesia has made various efforts in developing the country's economy, especially in the agricultural sector. The agricultural sector is considered to have an important role in helping to increase the country's foreign exchange. One of the efforts made by the Government in the agricultural sector is to achieve self-sufficiency in rice by providing certified seeds for farmers, especially for rice commodities. This study aimed to develop a business model in the seed breeding business by identifying external and internal factors of the seed breeding business, as well as planning the development of a certified seed breeding project at UPB Tanete Tani Jaya, Pinrang Regency, South Sulawesi. The method used is descriptive qualitative. The data collection carried out in this study used an in-depth technique. The analytical tools used are Business Model Canvas (BMC) Analysis, SWOT, and Blue Ocean Strategy (BOS) in formulating UPB Tanete Tani Jaya's business development model. Based on the results of the study, showed that there is a need for improvements to the elements of the existing business model at UPB Tanete Tani Jaya. The alternative strategies that can be done to develop a captive business are to focus on elements of key customer segments, channels, and partnerships that customers can expand to serve, optimize the use of social media as promotion and information, add and enhance partnerships made to improve the value proposition, key activities, key resources, revenue streams, and cost structure.