BUSINESS MODEL INNOVATION FOR ILLUSTRATION INDUSTRY IN INDONESIA: A CASE OF INDEPENDENT ILLUSTRATORS STAR THEATRE

• Main Author: Dwi Putri, Mahdiyana
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47496
• Institution: Institut Teknologi Bandung

Animation, especially Japanese animation, penetrated Indonesia in the 1990s, raising a generation that enjoys watching animation movies and reading comics. From a survey from duniaku.net, Indonesia was ranked 6th in the world for the country with the most people who like animation. This Japanese animation culture affected the hobby of those who enjoy the animation, emerging a large number of people that enjoy illustrations and do illustrations. These illustrators use their drawing skills to gain income. Yet, more than half of these illustrators are skeptical about doing illustration for a living and treating illustration as a hobby rather than as a source of living. This came from their experiences of merely generating a low income monthly by doing illustrations, with more than 70% gained below Rp 500.000 monthly. Star Theatre is one of the communities in the illustration industry, consisting of several illustrators that do customized illustration services called Commission Service. Star Theatre is currently facing a problem of the stagnancy of their monthly income. The number of orders they got monthly is about the same without being able to raise their price to their current customer segment of Gifter, which is a time and price-oriented segment. In this research project, the current Star Theatre business model and BMC are analyzed, and external analysis of the Business Model Environment is conducted to find the shifts in the illustration industry. These environments consist of market forces, industry forces, key trends, and macroeconomic factors. By analyzing these environments, opportunities that were found are adopted to the BMC blocks to create a new business model and BMC using Blue Ocean Strategy with the ERRC Grid tool. There are new segments of commission service, Gamers, and Fellow Illustrators that value more on the quality, experience, and the faithfulness of the ordered illustrations to the character references. These segments have a higher price point and higher buying frequency. To reach these new segments, Star Theatre is recommended to open a new channel in a commission service platform and raise their commission service price higher to match the segments’ price point and reaching international clients price point to maximize their income while reducing their cost by using their existing resources rather than purchasing new and costly equipment.