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This study aims to present a holistic image of the strategic development needs and potential solutions within the Finnish non-timber forest product (NTFP) business sector and demonstrate a new hybrid methodology for collaborative strategy formulation. The perceived challenges and solutions were collected with the 635 group-working method in a nationwide series of NTFP actor workshops. The analysis applied the Strategic Option Development and Analysis (SODA) approach and the formal network analysis. Business actors emphasised two complex and interrelated aims of development at the core of the business activity: (1) to improve the profitability of the NTFP business and (2) to facilitate the growth of the sector. The present bottleneck is perceived in the raw material acquisition and productising, and many wider development themes, such as business logic and sustainability, received little attention.