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This study aims to explore the prospects, challenges, and strategies of the Business Development Centre (PUSBIS) of UIN Sunan Ampel Surabaya in generating University revenue in order to become a State University with Legal Entity (PTNBH). The analysis of prospects and challenges is compiled based on four Balanced Scorecard (BSC) perspectives mapped into a SWOT analysis. Furthermore, the results of the analysis are used to formulate appropriate strategies. The research method applied is qualitative, using in-depth interview techniques, observation, and document analysis to collect data. The results of the study indicate that PUSBIS has opportunities in optimising asset utilisation, strategic partnerships, and digitalising business processes. On the other hand, PUSBIS also faces various challenges, such as financial management regulations, limited resources, and market competition. The recommended strategies include optimising asset utilisation, budget reformulation, improving service quality, as well as monitoring and evaluating customers, strengthening distinction as an Islamic-based University, digitalising business processes, developing strategic partnerships, product and service innovation, and sustainable human resource development.

The study concludes that PUSBIS UIN Sunan Ampel Surabaya possesses significant potential to support the universitys transition towards becoming a State University with Legal Entity (PTNBH).PUSBIS has promising prospects in optimizing asset utilization, expanding market share, fostering cooperation, innovating products and services, and digitalizing processes.However, challenges related to financial regulations, budget limitations, competition, and globalization must be addressed.To overcome these, PUSBIS needs to focus on strategies encompassing asset optimization, revenue diversification, budget reform, service improvement, and sustainable human resource development.

Based on the findings, future research could explore the effectiveness of different digital marketing strategies tailored to Islamic-based universities to enhance revenue generation. Furthermore, a comparative study analyzing the financial management regulations of various PTNBH institutions could identify best practices for optimizing budget allocation and resource utilization. Finally, investigating the impact of strategic partnerships with local industries on the development of innovative, market-driven products and services could provide valuable insights for UIN Sunan Ampel Surabaya and other universities seeking to diversify their income streams and strengthen their economic sustainability. These research directions will contribute to a deeper understanding of the challenges and opportunities facing universities in Indonesia as they strive for greater financial autonomy and institutional excellence, requiring a minimum of 150 words to comprehensively address these complex issues and provide actionable recommendations for future development.

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