Hydroponic Green House Business Development Strategy Using Business Model Canvas (BMC)

Abstract

Tangerang City, located in the Banten Province of Indonesia, covers an area of approximately 164.55 km2 and holds significant potential in agribusiness, particularly in the production of vegetables and fruits using hydroponic urban farming methods. In 2022, the vegetable harvest reached 411 hectares with a yield of around 36,547 quintals. The results of the SWOT analysis indicate that product farmers in Tangerang City are currently experiencing strong growth, with opportunities and strengths supporting the expansion of their product businesses. The Women Farmers Group (WFG) in Tangerang City faces challenges in formulating effective business strategies, despite playing a crucial role in the local economy. The SWOT evaluation of the elements within WFG's Business Model Canvas in Tangerang City has generated eight alternative strategies, including market expansion, optimization of marketing partners, increased marketing and promotional efforts, enhanced production, human resource development, product innovation, and utilization of e-commerce. The highest-priority strategy is product innovation, which is a key factor in maintaining competitiveness and adapting to market changes. Innovation is a crucial element in strategic planning to sustain competitive advantages and meet evolving market demands.