Service constitutes a large role in economy today. Hence, attention to the importance of service development is increasing nowadays. The new service development process particularly in Micro, Small and Medium Enterprises (MSMEs) can be very challenging. Service development processes in MSMEs turn to be different compared to large companies, because of the different characteristics of MSMEs. They tend to have limited financial resources, smaller top management team, less employees, lack of information about competitors, etc. To address this issue, this study aims to achieve better understanding on how the new service development is processed in MSMEs. Multiple case studies were carried out in this study. In-depth interview were conducted with four Indonesians MSMEs in service sector, focusing on companies which deliver the service directly to the customers. This study provides a broad picture on how MSMEs manage to do the stages of NSD process by leveraging their strengths. This process framework of new service development in MSMEs can be used by entrepreneurs who want to set up new business or enhancing the company's competitiveness.