NEW PRODUCT DEVELOPMENT: ONLINE MARKETPLACE FOR CULTURAL CONSERVATION BUILDING

• Main Author: Cokro Putra, Andrew
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46363
• Institution: Institut Teknologi Bandung

The rise of collaborative-consumption has transformed underutilized assets into valuable assets. Cultural conservation building is one of Indonesia inimitable value assets. For Jakarta case, it has been underutilized for decades in Jakarta. The cost of maintaining it is increasing without any clear way to utilize it. In response to this situation, this research objective is to develop a business model. Using the collaborative-consumption business model, the potential business is to create an online marketplace for Cultural Conservation Building. The issue is explored by analysing current business environment with PESTLE analysis, stakeholder analysis, and Customer-Driven Marketing Strategy. The exploration shows the market especially the growing creative actor segments is interested in Cultural Conservation Building. However, there are no market system for creative actor to fully utilize the Cultural Conservation Building. This research than composed the hypotheses of Business Model Canvas to solve the issues. By applying the Customer Discovery concept, the product is developed together with the market. Start with searching for the real problem in the market, continue to challenge the hypotheses, and perfecting the Minimum Viable Product together with the users This process shapes the product to find the best Business Model Canvas that fit the market. Owner and creative actor find this Business Model will help to increase their productivity and help to develop their own business. The product has many rooms for growth and collaboration with the government institute to better utilize Cultural Conservation Building and strengthen Indonesia creative economy sector.