Business Model Formulation of Teokpo (Tteokbokki with Porang Tuber Flour Substitution) using the Business Model Canvas (BMC) Approach

Diva Sabila, Selly Harnesa Putri

Abstrak


Along with the increasing popularity of South Korean culture in the world, including Indonesia, people are starting to adapt South Korean culture (Hallyu), including South Korean food. One of the popular dishes from South Korea is tteokbokki which is generally made from rice flour. Rice flour is made from rice, which in Indonesia is still not sufficient for people's basic consumption needs. A design thinking approach was taken to solve this problem, resulting in the concept of teokbokki with a 40% substitution of porang tuber flour which has health benefits because it contains glucomannan and low calories, called Teokpo. This research aims to formulate a strategic business model so that Teokpo can enter and survive in the market. The research method used is descriptive analysis with the Business Model Canvas (BMC) approach which has 9 elements, namely customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partners, and cost structure. Focus group discussions (FGD) with the R&D mentee team and professional R&D practitioners as well as an open-ended questions survey of teenagers aged 15-25 were conducted to help fill in the 9 elements of BMC. The results of data analysis show that tteokbokki with the substitution of porang tuber flour has business potential to reach new consumer segments. Teokpo allows foodie consumers who are afraid of getting fat or have a healthy lifestyle to enjoy teokbokki dishes.

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