Redesigning a Sustainable Business Strategy for Traditional Snack MSMEs: An Integrated BMC and VPC Approach for Digital Transformation

Riri Mardaweni (Bandung University of Technology)
Raden Meina Widiastuti (Bandung University of Technology)

Jurnal Teknik Industri : Jurnal Hasil Penelitian dan Karya Ilmiah dalam Bidang Teknik Industri
Vol 12 No 2 (2026): December 2026

Micro, Small, and Medium Enterprises (MSMEs) often struggle to formulate sustainable business strategies. This research aims to formulate a development strategy for Good Real Pasundan, a kerupuk gudril MSME in Pangandaran, by integrating the Business Model Canvas (BMC) and Value Proposition Canvas (VPC) frameworks. A descriptive qualitative case study approach was employed through observations, owner interviews, and a 100-respondent survey. The VPC was utilized to evaluate product-market fit by mapping customer pains and gains. The VPC analysis revealed low brand awareness and the absence of nutritional value information as primary customer pains, alongside high expectations for a consistently crispy texture and savory taste (gains). Based on these empirical findings, the initial BMC hypothesis was comprehensively revised. The resulting strategic recommendations include specifically targeting crispy and savory traditional snack lovers, strengthening the value proposition through nutritional transparency and product legality, and transforming digital distribution channels via marketplaces and social media. Ultimately, this market-verified BMC provides a robust operational roadmap for Good Real Pasundan to accelerate its competitiveness and achieve sustainable digital ecosystem growth.