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The rise of business in the city of Bandung has caused the intensity of competition to be very high. Small-scale businesses are very difficult to survive especially facing companies that have larger economies of scale. Innovation can be one way for SMEs to compete. Previous research stated that implementing a design strategy can trigger opportunities to create innovation in the company. This study examines how design is used by Soca companies to produce innovation as a strategy to survive in competition. Soca is an SME in Bandung that produces glasses with wood materials. As a startup, Soca is considered successful in penetrating the market amid intense competition. This study uses a qualitative method with a descriptive case study approach. Primary data is obtained through document review, in-depth interviews and observations. The results of this study are expected to be a reference for how design strategies are used by SMEs to generate innovation