PROPOSED NEW BUSINESS MODEL FOR BBQ MOUNTAIN BOYS

• Main Author: Fitra Aldiandra, Sany
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/65747
• Institution: Institut Teknologi Bandung

BBQ Mountain Boys started as a YouTube Creator that was started in 2018. All of BBQ Mountain Boys' business process was creating content in YouTube Channel. The channel tells a story about two farmers who have a passion for agriculture and food culture. Over the time BBQ Mountain Boys channel developed into an established business, having a team working to create edutainment content. The revenue stream of BBQ Mountain Boys is only from YouTube content by AdSense and collaborate with several brands/ companies that support and sponsor the creation of video content. Referring to workload and long processing time to create YouTube content to generate profit, BBQ Mountain Boys needs more revenue stream to keep the company growing and take advantage of untouched opportunities. Several methods were used in each step of the research. The first step is analyzing the condition of the company in the industry using internal analysis (using Resource Based View and Business Model Canvas) and external analysis (using Porter’s Five Forces, PEST Analysis, and Competitor Analysis). After doing internal and external analysis, it will create SWOT analysis. And after analysis of current condition, the next step is creating solution using TOWS Matrix. The results of the analysis found that there are four categories alternatives that categories by SWOT strategy (SO Strategy, ST Strategy, WO Strategy, and WT Strategy). There are three alternatives strategies for SO Strategy, which are creating manufacturing business; creating merchandising business; and creating service business. Alternative strategy for ST strategy is adding another platform to deliver content, collaboration with another brand, and increase customer loyalty. For WO Strategy there are two alternative strategies, the first one is expanding the line of business, and developing new channel on YouTube. And for WT strategy, the alternative strategy is hiring and training team to be competent. In order to respond the existing strategy, the proposed strategy is BBQ Mountain Boys can open concept store. This proposed strategy in line with SO Strategy. This concept store will be divided into two sections: apparel and food and beverages. By keeping to the BBQ Mountain Boys theme, the goods sold, especially apparel, are clothes that are worn by the BBQ Mountain Boys in all of their YouTube content. Vests, shirts, pants, hats, and shoes are among the items sold. BBQ Mountain Boys can sell their signature meat, smoked brisket, as well as food and beverages. This brisket is suitable for frozen food packaging.