Business Model Development Using Lean Canvas Within Design Thinking Method at PT. Sumber Pangan Jaya

DOI

10.2991/978-94-6463-144-9_26How to use a DOI?

Keywords

Design Thinking; Lean Canvas; Blue Ocean Strategy; Breakeven Point; Marketing Mix 4P

Abstract

PT. Sumber Pangan Jaya is a sausage producing company. Based on the results of observations and interviews found a problem in the form of a decrease in sales of the company’s sausage products, therefore, the company needs a new business model that is expected to increase company sales and provide new innovations that are adaptive to pandemic conditions.

The business model design methods include Design Thinking, Empathy Map, Lean Canvas, Value Proposition Canvas, Blue Ocean Strategy, and Marketing Mix 4P as well as Breakeven point calculation. The study begins with knowing the consumer’s desires for sausage products, namely healthy sausage products without the addition of preservatives, dyes without the addition of preservatives, dyes, and MSG at an affordable price and easy to obtain. From the Value Proposition Canvas, the results provide healthy sausages that are practical and at affordable prices and are easy to find by selling using carts. At the Protototype stage using Lean Canvas. Based on the Blue Ocean Strategy analysis, it was found that the differentiating factors between Yamaso’s products and competitors in the cart sausage seller market. In the calculation of Breakeven Point units per year, the figure is of 4,715 units and the Rupiah breakeven point per year is Rp. 51,869,670. Finally, the 4P marketing Mix was also carried out to determine market penetration steps for Yamaso products.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Didien Suhardini
AU  - Agung Sasongko
AU  - Muhammad Hanif Aziz
PY  - 2023
DA  - 2023/05/15
TI  - Business Model Development Using Lean Canvas Within Design Thinking Method at PT. Sumber Pangan Jaya
BT  - Proceedings of the Business Innovation and Engineering Conference (BIEC 2022)
PB  - Atlantis Press
SP  - 276
EP  - 283
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-144-9_26
DO  - 10.2991/978-94-6463-144-9_26
ID  - Suhardini2023
ER  -