This project explores challenges faced by the Indonesian institute of certified public accountants (IICPA) in the auditing profession. It covers auditing's landscape, IICPA's history, structure, and public accountants distribution. Identified issues include quality enhancement challenges and low interest. The study addresses strategies for enhancing quality of services and increasing interest in the public accountants profession in Indonesia. The methodology uses strategic tools like SWOT analysis, TOWS matrix, PESTLE analysis, porter's five dorces, VRIO framework, and the business model canvas. The timeline is December 2023 to January 2024, with deliverables like a strategic plan, quality enhancement programs, technology guidelines, training modules, UMKM and accountant collaboration frameworks, public awareness campaigns, an assessment report, proposals for continuous professional development, and ESG reporting guidelines. The results show that to enhance the quality of services provided by public accountants, a comprehensive strategy involving quality enhancement, continuous professional development, ethics, awareness, and international collaboration is essential for public accountants. Limitations involve a narrow IICPA focus, potential data accuracy issues, context-specific recommendations, limited firm coverage, implementation dependence, and incomplete stakeholder perspectives. Findings, rooted in industry dynamics until 2023, may miss rapid post-date changes. Future research suggest a longitudinal impact assessment, international comparisons, UMKM-focused research, implementation monitoring, stakeholder collaboration, a technological hub, and innovative professional development for sustainable strategies in the public accountant's profession.