Business Model Mapping for Kombucha Roots Commercialization with Business Model Canvas (BMC) and SWOT Integration Siti Asmaul Mustaniroh1*, Elok Zubaidah2, Imam Santoso1, Beauty S. Diyah Dewanti1, Riska
1Department of Agroindustrial Technology, Universitas Brawijaya, Malang, East Java, Indonesia
2Department of IPABIO, Universitas Brawijaya, Malang, East Java, Indonesia
Building F, 5h floor, Faculty of Agricultural Technology, Universitas Brawijaya, Veteran St. Malang, East Java, Indonesia 65145
*Corresponding Author: asmaul_m[at]ub.ac.id
Abstract
Kombucha is a herbal (functional) product rich in probiotics from fermented tea and sugar using Acetobacter Xylinum starter. Herbal drinks are one of the functional drinks and the development of healthy lifestyle trends. Kombucha product innovation by replacing tea with rhizome extract is one of the product developments that has the potential to help increase bioactivity through the synergy of kombucha microbial activity with the content of active compounds in the rhizome. In the context of product innovation-based business development, it is necessary to map the business model to identify internal and potential external conditions. This study aimed to analyze the business model mapping for the commercialization of kombucha rhizome with the integration of BMC and SWOT. The research object was a producer of rhizome kombucha ^Healthy Secret^ with six variants of rhizome kombucha drinks (turmeric, white turmeric, sinom turmeric, ginger, kencur, curcuma). The results show that the nine elements of BMC market segmentation who focus on healthy lifestyles back to nature to the broader community. The value proposition is the advantage of turmeric kombucha as a functional product that contains hepatoprotectors, immunomodulators, antidiabetics, and high antioxidant content for human health. The key to the functional activity of the bioactive compounds in the rhizome increases with the key to the production process and physical facilities (equipment that is easy to use), feasible human and financial resources. Alternative strategies for developing the kombucha rhizome business include standardizing product quality, and strengthening supply chain performance.
Keywords: kombucha roots, commercialization, business model
Topic: Agro-industrial production system management and regulation
