2imcs2021-38-43 – Information Management & Computer Science

APPLICATION OF BUSINESS MODEL CANVAS FOR STARTUP IN IRIS USING BUSINESS MODEL CANVAS

ABSTRACT

Pangandaran has potential in the tourism and agriculture sectors. One of its potential plants is Honje. Honje is a type of herbs from ginger that contains nutrients which are good for our body. Honje can be processed into a product that can be appointed as a characteristic of Pangandaran. Therefore, IRIS made Honje the raw material for its products. IRIS is a start-up business in which a company that is designed to develop quickly. IRIS has a vision of ‘Being a special industrial product of Pangandaran which has a positive impact on honje farmers by 2025’. To realize this vision, IRIS needs some values that are well conveyed to customers. The phenomenon happened in IRIS at this time is the value created by IRIS has not been conveyed properly to the customer. This is what underlies the necessary of improvement of the business model to obtain the right business model for the company in having selling power and competitiveness. This study aims to improve the IRIS business model by applying the Business Model Canvas developed by Alexander Osterwalder and Yves Pigneur practically. The selection of these tools is due to the simple and easy-to-understand business model canvas tools for beginners. The method used in this research is by design, implement and evaluate business models that are in accordance with literature and analytic descriptive. Data obtained in this study used in-depth interviews. The results of applying Business Model Canvas to IRIS startup are helping IRIS in designing business models so its business aspects become more efficient and effective among the main components. The main component which is key of this study is the value proposition. This research was conducted on a small startup with few human resources. The business activities carried out do not have high complexity like large companies in general. Subjects in the study were tourists visiting Pangandaran. This research was conducted by approaching the subject so that the value applied is in accordance with the needs and desires of the customer.