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

Didien Suhardini, Agung Sasongko () and Muhammad Hanif Aziz
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Didien Suhardini: Faculty of Technology Industry Universitas Trisakti, Industrial Engineering Dept, Indonesia
Agung Sasongko: Faculty of Technology Industry Universitas Trisakti, Industrial Engineering Dept, Indonesia
Muhammad Hanif Aziz: Faculty of Technology Industry Universitas Trisakti, Industrial Engineering Dept, Indonesia

A chapter in Proceedings of the Business Innovation and Engineering Conference (BIEC 2022), 2023, pp 276-283 from Springer

Abstract: 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.

Keywords: Design Thinking; Lean Canvas; Blue Ocean Strategy; Breakeven Point; Marketing Mix 4P (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-144-9_26

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