PROPOSED NEW SOCIAL BUSINESS MODEL OF MUKOMI STUDIO TO INCREASE THE EMPLOYABILITY OF PERSONS WITH DISABILITIES (PWD) COLLABORATORS

• Main Author: Dini Sashanti, Purbaningsih
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/55271
• Institution: Institut Teknologi Bandung

Employment / ability to working connects many aspects of life but access to it still becomes a problem to some minority group of citizens, i.e. persons with disabilities (PWD). Many initiatives have been developed for PWD to get better access to employment. However, the question is whether the identified need is the priority and whether the recipients of such initiatives were actually need -nor wants it. The limited option and the scope of available initiatives also decreased the effective and meaningful participations of PWDs in the program. Mukomi Studio is a creative-social enterprise that offers creative content services and Intellectual Property (IP) production to tackle poverty issues of PWD. The low percentage of PWD in formal education and low absorption of PWD in labor market are assumed to influenced the employability of PWD. The hypothesis in this study are provision of accessibility and affirmative actions for inclusion is expected to enable PWDs collaborators to produce good quality content that surpass the stigma of disabled-ness. This study aims to gain insight on suitable business model for creative social enterprise such as Mukomi Studio. The author conduct internal analysis with Social Business Model Canvas including the internal training system that is approached with Acccessibility and Sheltered Workshop view. Other tools in internal analysis are, Mix Marketing Analysis, and Value Chain Analysis. The result of internal analysis then analized with Segmenting, Targeting, and Positioning (STP Analysis). The external analysis using Social Enterpreneurship Matrix, Need-Wants and Demands, Customer and Beneficiary Decision, Target Consumer and Beneficiaries Questionnaires, Stakeholder In-Depth Interview, PESTL Analysis and Theory of Change. The result is then analized with SWOT Analysis. From SWOT and STP it then analized with Benchmark Analysis. The results is new social business model canvas for Mukomi Studio, new internal training system and new Theory of Change for the impact management system. The result of STP Analysis is the demographic target consumer of Mukomi Studio are family with parents age between 25-56 years old and Deaf children age between 4-6 years old and 7-11 years old, with communication style BISINDO. The target beneficiaries of Mukomi Studio’s beneficiaries targeting is Deaf PWD, male and female, within age group 21-27 years old that resides in West Java, has no current income and depend on family and use BISINDO as communication preference. The results of Benchmark Analysis with other creative social enterprise shows that Mukomi Studio has strength with its Intellectual Properties Development -in this case animation production. The new internal training system result is the Animation Sheltered Workshop. In Mukomi Sudio’s new impact management system with Theory of Change the output and outcomes of its social mission are translated into business goals.