Optimizing Customer Segments of SMEs by Transforming Business Model Canvas

  • Herald Galingga Wira Shenta Universitas Indonesia, Indonesia
  • Avanti Fontana Universitas Indonesia, Indonesia
Abstract Views: 295 times
PDF Downloads: 277 times
Keywords: Business Coaching, Business Model Canvas, Business Model Innovation, Digital Marketing, Micro Enterprises, MSMEs, Tokopedia

Abstract

This research examines the business model canvas in developing customer segments through e-commerce channels for Small and Medium Enterprises (SMEs). SMEs are expected to be sustained by reviewing their business model canvas (BMC) and finding the most potential block of BMC to be developed so that the SMEs could keep contributing to the growth of the Gross Domestic Product. However, not all SMEs have qualified managerial and technical skills to determine their potential. The BMC analysis helps SMEs to unlock their potential value.

This study uses a qualitative approach by assisting one of the SMEs from Jakarta, Indonesia. The tools used to analyze are; Business Model Canvas, Porter's Five Forces, VRIO analysis, and SWOT analysis

The results of the new mapping of the business model canvas by updating certain parts of the business model canvas impact increasing market access for SMEs. They can open a new paradigm for increasing SME market access, which can be done by changing one of the components of the business model canvas.

Downloads

Download data is not yet available.

References

Andika, A., Jennifer, J., Huang, J. C., & Sebastian, J. C. (2021). Analysis of Digital Marketing Adoption in Indonesian Micro, Small, and Medium Enterprises. Jurnal Manajemen Bisnis, 18(3), 308-328.
AMA. (2017). The Definitions of Marketing https://www.ama.org/the-definition-of-marketing-what-is-marketing/ accesed on 16 Maret 2023
Wong, H. Y., & Merrilees, B. (2005). A brand orientation typology for SMEs: a case research approach. Journal of Product & Brand Management.
Morris, M. H., Schindehutte, M., & LaForge, R. W. (2001, August). The emergence of entrepreneurial marketing: Nature and meaning. In 15th Annual UIC Research Symposium on Marketing and Entrepreneurship (pp. 91-104).
Morris, M. H., Schindehutte, M., & LaForge, R. W. (2002). Entrepreneurial marketing: a construct for integrating emerging entrepreneurship and marketing perspectives. Journal of marketing theory and practice, 10(4), 1-19.
Tsai, L., & Barr, J. (2021). Coaching in small and medium business sectors (SMEs): a narrative systematic review. Small Enterprise Research, 28(1), 1-22.
Mazzarol, T. (2015). SMEs engagement with e-commerce, e-business and e-marketing. Small enterprise research, 22(1), 79-90.
Rahayu, R., & Day, J. (2017). E-commerce adoption by SMEs in developing countries: evidence from Indonesia. Eurasian Business Review, 7, 25-41.
Astuti, N. C., & Nasution, R. A. (2014). Technology readiness and e-commerce adoption among entrepreneurs of SMEs in Bandung City, Indonesia. Gadjah Mada International Journal of Business, 16(1), 69-88.
Solaymani, S., Sohaili, K., & Yazdinejad, E. A. (2012). Adoption and use of e-commerce in SMEs: A case study. Electronic Commerce Research, 12, 249-263.
Hardilawati, W. L., Sandri, S. H., & Binangkit, I. D. (2019, December). The Role of Innovation and E-Commerce in Small Business. In International Conference of CELSciTech 2019-Social Sciences and Humanities track (ICCELST-SS 2019) (pp. 18-22). Atlantis Press.
Umar, A., Sasongko, A. H., & Aguzman, G. (2018). Business model canvas as a solution for competing strategy of small business in Indonesia. International Journal of Entrepreneurship, 22(1), 1-9.
McKenzie, D. (2021). Small business training to improve management practices in developing countries: re-assessing the evidence for ‘training doesn’t work’. Oxford Review of Economic Policy, 37(2), 276-301.
Kementerian Koordinator Perekonomian Republik Indonesia (2021). UMKM Menjadi Pilar Penting dalam Perekonomian Indonesia. https://ekon.go.id/publikasi/detail/2969/umkm-menjadi-pilar-penting-dalam-perekonomian-indonesia accesed on 16 Maret 2023
McKinsey & Company. (2019). Unlocking Indonesia’s digital opportunity. https://www.mckinsey.com/featured-insights/asia-pacific/unlocking-indonesias-digital-opportunity accesed on 16 Maret 2023
Published
2023-10-10
How to Cite
Herald Galingga Wira Shenta, & Fontana, A. (2023). Optimizing Customer Segments of SMEs by Transforming Business Model Canvas . Journal of Entrepreneurship and Business, 4(3), 204-217. https://doi.org/10.24123/jeb.v4i3.5712