Business Model Development Using Lean Canvas Within Design Thinking Method at PT. Sumber Pangan Jaya

PT. Sumber Pangan Jaya is a sausage producing company. Based on the results of observations and interviews found a problem in the form of a decrease in sales of the company’s sausage products, therefore, the company needs a new business model that is expected to increase company sales and provide new innovations that are adaptive to pandemic conditions. The business model design methods include Design Thinking, Empathy Map, Lean Canvas, Value Proposition Canvas, Blue Ocean Strategy, and Marketing Mix 4P as well as Breakeven point calculation. The study begins with knowing the consumer’s desires for sausage products, namely healthy sausage products without the addition of preservatives, dyes without the addition of preservatives, dyes, and MSG at an affordable price and easy to obtain. From the Value Proposition Canvas, the results provide healthy sausages that are practical and at affordable prices and are easy to find by selling using carts. At the Protototype stage using Lean Canvas. Based on the Blue Ocean Strategy analysis, it was found that the differentiating factors between Yamaso’s products and competitors in the cart sausage seller market. In the calculation of Breakeven Point units per year, the figure is of 4,715 units and the Rupiah breakeven point per year is Rp. 51,869,670. Finally, the 4P marketing Mix was also carried out to determine market penetration steps for Yamaso products.