PENGEMBANGAN MODEL BISNIS ALAT PERMAINAN EDUKATIF ANAK BANGSA CERDAS (ABC) TOYS

NORMA SAFITRI, Wakhid Slamet Ciptono, MBA, MPM, Ph.D.

2018 | Tesis | Magister Manajemen

Industri mainan edukatif merupakan salah satu sektor yang diprioritaskan oleh Pemerintah. Pemerintah melakukan banyak upaya untuk mendorong perkembangan industri mainan agar dapat memiliki daya saing dalam menghadapi masyarakat ekonomi ASEAN (MEA). Salah satu caranya adalah dengan merevitalisasi usaha kecil menengah. Anak Bangsa Cerdas (ABC) Toys merupakan salah satu industri kecil menengah yang memproduksi alat permainan edukatif di D.I. Yogyakarta. Studi ini bertujuan untuk merancang pengembangan model bisnis alat permainan edukatif ABC Toys. Penyusunan rancangan pengembangan model bisnis dilakukan dengan pendekatan kanvas model bisnis yang digambarkan melalui sembilan blok bangunan yang terdiri dari segmentasi pelanggan, proposisi nilai, saluran, hubungan pelanggan, sumber pendapatan, sumber daya utama, aktifitas utama, mitra utama, dan struktur biaya. Kanvas model bisnis dirancang menggunakan analisis mengenai persepsi pelanggan melalui analisis peta empati. Hasil analisis tentang persepsi pelanggan selanjutnya digunakan sebagai pedoman untuk merancang pengembangan model bisnis ABC Toys ke depan. Berdasarkan survey terhadap 30 responden calon pelanggan mainan edukatif, didapatkan konsep pengembangan model bisnis ABC Toys yang terfokus pada pengembangan proposisi nilai yaitu: Kemudahan akses dan kustomisasi, Fun and clever toys, dan pengembangan saluran yaitu dengan website, online marketplace, dan media sosial.

Education toys industries is one of priority sector by Indonesian Goverment. They have many effort to support the development of education toys industries. So, they have a competitive advantage to face Asean Economic Community (AEC). One of the way is small and medium business revitalization. Anak Bangsa Cerdas (ABC) toys is one of small and medium business which produces the education toys in D.I Yogyakarta. The purpose of this study is redesigning the development of ABC Toys' business models. Formulating this business model was designed using the business model canvas approach which is ilustrated by nine building blocks componen, i.e customer segment, value propositions, channel, customer services, revenue stream, key resources, key activity, key partnership, and cost structure. This business model canvas was developed based on customer' perception analysis which is obtained through empathy map analysis method. After that, this analysis result became the main guideline in formulating the development business models of ABC Toys. Based on a survey with 30 responden who were customer of education toys, we could find the concept of development business models of ABC Toys which focused on development value proposition by easy accessibility and customization, fun and clever toys, and development channel by website, online marketplace, and social media.

Kata Kunci : Keywords: kid toys, education toys, business model, development business model, business model canvas, empathy map