<![CDATA[Digital marketing support for micro-, small-, and medium-sized enterprises (MSMEs) is often delivered as uniform training, even though participants differ substantially in their baseline capabilities. This community-based program evaluation mapped the digital readiness of MSME actors in Balongdowo Village, Sidoarjo, Indonesia, and translated the findings into a staged marketplace-assistance strategy. The study was embedded in the 2026 Community Partnership Program entitled “Optimalisasi Transformasi Digital UMKM di Desa Balongdowo: Peningkatan Kapasitas, Inovasi Produk, dan Akses Pasar,” implemented by Poltekkes Kemenkes Surabaya with the Balongdowo Village Government from May to October 2026. The core seminar and marketplace workshop was held on 10 June 2026 and included registration and baseline assessment, practical digital-marketing instruction, marketplace demonstration, hands-on product-content practice, discussion, post-test administration, and follow-up mentoring. Anonymized baseline participant records were analyzed descriptively using frequencies, percentages, and measures of central tendency and dispersion. Thirty-three participants were included. Their mean age was 38.8 years (SD 10.9; range 24-60), 63.6% were women, and 63.6% operated food businesses. Monthly business income was below IDR 2 million for 90.9% of participants. Although 45.5% reported operating an online business, only 36.4% had a commercial account or platform presence; 18.2% used Shopee, 9.1% used TikTok, and 9.1% reported an affiliate-oriented account. Only 18.2% reported business or platform affiliation. The findings demonstrate progressive attrition from online presence to platform formalization and network embeddedness. A presence-platform-network continuum is therefore proposed to tailor assistance: foundational account creation and digital safety for non-users, structured storefront and transaction-management support for informal online sellers, and content, promotion, affiliate, and peer-mentor strategies for platform-active participants. Because participant-linked pre-post scores and longitudinal platform outcomes were not available, no claim of training effectiveness is made]]>
