PERUMUSAN STRATEGI PIVOT UNTUK MONETISASI NILAI SOSIAL MODEL BISNIS ORGANISASI NIRLABA SETURA MENJADI USAHA SOSIAL BERBASIS AGENSI KREATIF

• Main Author: Anandya Inazya, Belva
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83492
• Institution: Institut Teknologi Bandung

Setura is a non-profit organization that focuses on mental health and self- development. Initially Setura was an online community that was presented during the pandemic. After the pandemic subsided, Setura experienced a decline in member interest. Therefore, Setura tried to make changes to the value proposition by adding revenue channels by establishing a creative agency business unit. However, in the process Setura experienced several problems in the form of unfocused direction and goals of Setura, unclear value propositions, and unsustainable revenue channels. In order to make changes in the form of monetization of social values owned by Setura while solving these three problems, the concept of organizational hybridization with a business model reinvention approach is used. The monetization process is one form of change made by the organization. Before making changes, the entering and contracting stage will be carried out to explore the commitment of stakeholders. The next stage is diagnosing which aims to find out the current condition of Setura and determine what social values can be monetized. This can be achieved by first categorizing the level of monetization of Setura's business model as a social enterprise. Furthermore, the business model transition criteria that will be aimed at the next level of monetization are formulated, such as the changes that Setura wanted to make at the beginning. In order to answer these transition criteria, a pivot strategy was formulated which is useful for changing an arrangement in the business model if there is a change in focus in the strategic area of the organization or company. The formulation of this strategy is part of the planning and implementing change stage. The pivot strategy departs from the analysis of the external and internal environment of the organization by considering the intended transition criteria. The results of this study are the results of the categorization of the Setura business model towards the level of monetization of the social enterprise business model, the transition criteria that need to be done to successfully monetize, and the formulation of a pivot strategy to answer the transition. This research proposes a pivot strategy according to priorities, namely the business system infrastructure category to determine the direction of Setura, customers to clarify the value proposition, and the economy to increase revenue sustainability.