APPLYING DECISION ANALYSIS TO REDEFINE SOFTWARE AS A SERVICE (SAAS) PRODUCT DEVELOPMENT: A CASE OF SUPPLY CHAIN MANAGEMENT SOFTWARE IN A STARTUP COMPANY

• Main Author: Indra Kusuma, Husein
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85923
• Institution: Institut Teknologi Bandung

This study investigates the urgent need for effective decision analysis in the development of supply chain management software for a startup in Indonesia's rapidly evolving technological landscape. With Indonesia's aim to leverage technology for economic growth and the significant role of MSMEs, it is crucial to address the challenges these businesses face in adopting digital solutions. MSMEs contribute 61% of Indonesia's GDP and employ 97% of the workforce, yet only a small fraction have embraced digital technologies. Using strategic frameworks like SMART, SWOT, and VRIO, this research identifies and prioritizes key software features needed for scalability and market fit. The company's shift from a headless CMS to supply chain management software highlights the necessity for innovative, scalable solutions tailored to diverse business needs. The research employs a mixed-method approach, combining qualitative and quantitative analyses to comprehensively understand the company's market position and customer needs. Primary data from potential customers and secondary data from existing literature and company insight provide insights into the ideal customer profile, business environment, and internal strengths. Tools such as Porter's Five Forces, competitor analysis, and perceptual mapping help identify market opportunities and threats. By analyzing these factors, the company aims to develop a scalable product that addresses the specific needs of SMEs in Indonesia, focusing on efficient supply chain management software and seamless system integration. The findings underscore the importance of a structured approach to product development, using frameworks like SMART to prioritize features based on customer preferences and business goals. The study recommends strategies for the company to navigate the competitive landscape, enhance its technological offerings, and achieve product development priority for Monago in developing software as service solution from project based solution. This research provides a roadmap for the company to improve its software development efforts, driving innovation and growth in the Indonesian market.