<![CDATA[Improving farmers’ economic welfare has become one of the main challenges in Indonesia’s agribusiness sector, particularly due to high agricultural production costs and dependence on synthetic chemical pesticides that negatively affect health and environmental sustainability. This study aims to develop both an innovative product and a sustainable business model for environmentally friendly botanical pesticides based on local resources in order to create economically valuable and sustainable business opportunities. The product utilizes soursop leaves (Annona muricata) and papaya leaves (Carica papaya) as the main raw materials, which are easily accessible and low-cost. This study employed a mixed methods approach through a combination of field trials, structured interviews, business feasibility analysis, and market potential analysis using the TAM-SAM-SOM method. Field trials were conducted with horticultural farmers in Cikole Village to evaluate product effectiveness and user acceptance. The results showed that this botanical pesticide innovation effectively reduced pest attacks, with 90% of respondents reporting significant reductions in pest infestation and all respondents stating that the product was easy to use and environmentally safe. From a business perspective, the product has an initial market potential (Serviceable Obtainable Market/SOM) in the Sukabumi, Cianjur, and Bogor regions estimated at approximately IDR 1.7 billion per year. Financial analysis indicates a high level of business feasibility, with an estimated monthly gross profit of IDR 534,500,000 and a payback period of approximately 5–6 months. The developed business model emphasizes the utilization of local resources, production cost efficiency, and partnership strategies involving farmers as both producers and consumers. The implications of this study indicate that the integration of product innovation and sustainability-based business models can increase agribusiness added value, strengthen farmers’ economic independence, and support sustainable agricultural practices. This study also contributes to the development of innovation and entrepreneurship literature in local resource-based agribusiness.]]>
