BUSINESS MODEL INNNOVATION IN AN F&B STARTUP THE CASE OF: PT DAUN HIJAU

• Main Author: Adhiatma Akosah, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42636
• Institution: Institut Teknologi Bandung

PT Daun Hijau is a data-driven leading nutrition solution company in Indonesia, specializing in personalised ready-made healthy meals and nutrition and lifestyle recommendations from certified professionals. The company uses a direct business-to-consumer business model to engage with its customers, but the company’s growth is stagnant and would be difficult to reach the sales and profit target set by the management and investors. The objective of this research is to identify the best strategy to be implemented so the company reaches the desired sales and profit target for this and the following years. This research uses a qualitative method where there will be a proposed new business model with financial projections. In addition, secondary data will be gathered from selected interviews, relevant books, and journals. The research will analyse the internal and external factors affecting the company. Internal factors will be assessed using the VRIO framework and Value Chain Analysis. External factors will be assessed using the PESTEL framework and 5 Forces Analysis. Insights from the internal and external forces are analysed using the TOWS Matrix. The proposed strategy is then refined using the Three Tiers of Noncustomers method, Channel Innovation, and the Business Model Canvas. By implementing the strategies, the company is expected to develop new innovative products, reach out to new unexplored markets, and teach the designated sales targets.