Integrating Business Model Canvas and SWOT-ANP for Strategic Development of Micro and Small Corn Tortilla Enterprises in Rural Indonesia
Meylisa Maulidia Maheswari*, Panji Deoranto, Siti Asmaul Mustaniroh

Department of Agro-industrial Technology, Faculty of Agricultural Technology, Universitas Brawijaya
Jl. Veteran, Malang 65145, Indonesia
*meylisamaheswari13[at]gmail.com

Abstract

UMK Trans Kapitan Meo is a corn-based processing microenterprise located in Kapitan Meo Village, Malaka Regency, East Nusa Tenggara, Indonesia, with its primary product being corn tortillas. Despite its significant potential in supporting local food security and rural economic empowerment, the enterprise faces several challenges, including limited capital, inadequate infrastructure, and restricted distribution networks. This study aims to analyze the current business model of the enterprise using the Business Model Canvas (BMC), formulate alternative development strategies through SWOT analysis, and determine strategic priorities using the Analytical Network Process (ANP) method. A descriptive-quantitative case study approach was employed, involving observations, interviews, questionnaires, and document analysis. The results identified eight development strategies, with two top priorities: improving product quality (17.7%) and seeking alternative funding sources, such as crowdfunding, local investors, or government assistance programs (15.3%). The study recommends enhancing product quality through process innovation and quality standardization, as well as strengthening access to funding via strategic partnerships and digital platforms. These strategies are considered replicable by similar microenterprises operating in other rural regions facing comparable challenges.

Keywords: Analytical Network Process- Business Model Canvas- development strategy- microenterprise- SWOT

Topic: Agro-industrial system management and regulation