Pengembangan model bisnis sayuran PT. Kebunsayur Surabaya
P PT. Kebunsayur Surabaya adalah pioneer kebun hidroponik di Surabaya, berdiri pada bulan Juni 2014. PT Kebunsayur Surabaya merupakan sebuah perkebunan sayur hidroponik yang terletak di tengah kota Surabaya. Kebun sayur adalah unit usaha yang bergerak dibidang hortikultura. PT. Kebunsayur Surabaya mengalami penurunan penjualan pada masa pandemic Covid -19. Penjualan sebelum masa pandemic rata-rata adalah 5 ton sayuran per bulan namun semenjak masa pandemic menurun jadi 2-2,5 ton sayuran terjual. Tujuan penelitian ini adalah untuk mengembangkan model bisnis dan meningkatkan penjualan setelah masa pandemic Covid-19. Metode pengembangan model bisnis sebelumnya PT. Kebunsayur Surabaya menggunakan Business Model Canvas. Metode perancangan untuk mengembangkan model bisnis baru menggunakan metode utama Design Thinking dan metode lain seperti Emphaty Map, Job to be done , Value Propositon Canvas, Business Model Canvas, Blue Ocean Strategy dan Break Even Point sebagai metode tambahan. Emphaty Map Kebunsayur Surabaya yaitu Customer mengalami keterlambatan pada pengiriman, harga produk sayuran mahal dan stock sayuran kurang lengkap. Hasil Value Proposition Canvas adalah PT. Kebunsayur Surabaya menghasilkan sayuran yang fresh, sehat, enak dikonsumsi, variasi produknya lengkap, pengiriman produk tepat waktu dan aktif melakukan promo. Hasil Business Model Canvas usulan Kebunsayur Surabaya memberikan sayuran hidroponik berkualitas, rasa yang enak, variasi sayuran yang lengkap dan pengiriman yang tepat waktu. Solution mempunyai sayuran hidroponik yang berkualitas rasa enak aman dikonsumsi, pengiriman yang tepat waktu dan harga yang terjangkau. Dari perumusan Blue Ocean Strategy PT. Kebunsayur Surabaya menawarkan penggunaan e-commerce untuk memudahkan pemesanan yang lebih efektif, menjalankan promosi yang lebih aktif seperti promo gratis ongkir, membuat bundling sayuran dan bonus item. Penggunaan e-commerce selain memudahkan pemesanan, memudahkan penyampaian informasi kepada customer, meningkatkan penjualan produk, membuka peluang promosi secara efektif. Meningkatkan promosi yang lebih aktif dilakukan agar customer membeli produk dengan penawaran yang dilakukan. Dengan cara itu customer dapat teratarik membeli produk sayuran yang dijual. Pada perhitungan gross margin Rp. 535.194.243. Perhitung Break Even Point unit adalah 22.076 unit. Break Even Point Rupiah didapatkan sebanyak Rp. 650.721.512.
P PT. Kebunsayur Surabaya is a pioneer of hydroponic gardens in Surabaya, established in June 2014. PT Kebunsayur Surabaya is a hydroponic vegetable plantation located in the middle of Surabaya. Vegetable garden is a business unit engaged in horticulture. PT. Surabaya's vegetable gardens experienced a decline in sales during the Covid-19 pandemic. Sales before the pandemic period on average were 5 tons of vegetables per month but since the pandemic period it has decreased to 2-2.5 tons of vegetables sold. The purpose of this research is to develop a business model and increase sales after the Covid-19 pandemic. The previous business model development method of PT. Kebunsayur Surabaya uses the Business Model Canvas. The design method for developing a new business model uses Design Thinking, Empathy Map, Job to be done , Value Propositon Canvas, Bussines Model Canvas, Blue Ocean Strategy and Break Even Point methods. The application of Design Thinking is used because this method aims to find solutions to certain problem s by understanding customer needs. The comparison with the Business Model Canvas is that it is only used to turn a business idea into a business model with basic elements and cannot provide solutions to business problem s that are being experienced. By using Design Thinking on the Empathy Map method, we can find out the problem s experienced by customers of PT. Kebunsayur Surabaya, namely customers experience delays in delivery, the price of vegetable products is expensive and the vegetable stock is incomplete. The result of Value Proposition Canvas is PT. Kebunsayur Surabaya produces vegetables that are fresh, healthy, delicious to eat, have a complete variety of products, deliver products on time and actively promote. The results of Lean canvas Kebunsayur Surabaya provide quality hydroponic vegetables, good taste, complete variety of vegetables and on time delivery. Solution has quality hydroponic vegetables, delicious taste, safe for consumption, timely delivery and affordable prices. From the formulation of Blue Ocean Strategy PT. Kebunsayur Surabaya offers the use of e-commerce to facilitate more effective ordering, run more active promotions such as free shipping promos, make vegetable bundlings and bonus items. The use of e-commerce in addition to facilitating ordering, facilitating the delivery of information to customers, increasing product sales, opening promotional opportunities effectively. Increasing promotions that are more actively carried out so that customers buy products with offers made. That way the customer can be interested in buying the vegetable products that are sold. In the calculation of gross margin Rp. 535,194,243. The Break Even Point unit count is 22,076 units. Break Even Point Rupiah obtained as much as Rp. 650,721,512.