Rapid development in the economic sector and the increasing of income resulting arising consumption process by customer for both primary and secondary products. This condition creates the needs of media in transaction system or payment channel. Nowadays, many companies also run business payment service, one of them is Alfamart. As a retail company, Alfamart also provides services such as payment channel and purchasing for products & services outside their original trading goods with fee based income. This research discussed about strategy planning or what is the most suitable strategy that could be implemented and developed for increasing the revenue from fee based service transaction in Alfamart. The research has done in 3 steps, first is input stage with IFE and EFE methods, second is matching stage with IE and TOWS matrix method, and the last is decision stage with QSPM method. TOWS matrix resulted in mapping strategy which supported the strategy from IE matrix that resulted some elements or items from operational strategy for Alfamart. On the decision making step, the instrument used was QSPM and as a result market penetration with TAS (6,673), followed by market development strategy (6,275), and product development (6,051). Market penetration strategy become priority recommendation for fee based transaction service in Alfamart. From that strategy, the implementation will be describe to target strategy with Balance Scorecard concept.