Abstract MSMEs in Jambi City face difficulties in business development, both in the food, beverage, craft, and fashion sectors. This problem is not only related to capital, but also institutional management, inputs, processes, and low output quality. This research aims to find a strategy for MSME development using the GE-McKinsey Matrix method to support Smart City. The focus of the study includes financial management, human resources, operations, and marketing. Research data were obtained from questionnaires, interviews, and FGDs with a sample of 397 MSME actors using the Slovin formula. A mixed method was used, combining qualitative and quantitative approaches, with data analysis through the GE-McKinsey Matrix. The results concluded that MSMEs in Jambi City have advantages in quality products, effective online promotion, and friendly and professional human resources. However, they face weaknesses in payment systems and service processes. The MSME market in Jambi is competitive with fierce price competition, although there are opportunities from economic stability and online information access. MSMEs are strategically positioned in the GE-McKinsey matrix, showing growth potential with intensive marketing strategies. It is recommended to conduct market penetration and market development through competitive pricing, intensive promotion, product development, geographical expansion, and service and distribution innovation. Keywords: Strategy, Development, MSME, Smart City, GE-McKinsey Matrix