Developing A Sustainable Business Model For Frozen Fish SMEs Using The Business Model Canvas Approach
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Abstract
Small and medium-sized enterprises (SMEs) must align market demand, product benefits, revenue, costs, activities, and resources to ensure sustainability. This study analyzes the business model of Frozen Fish Delight Indonesia through a qualitative single-case study based on document analysis. The analysis focuses on six Business Model Canvas (BMC) elements: Customer Segments, Value Proposition, Revenue Streams, Cost Structure, Key Activities, and Key Resources. The primary source was the 2026 Frozen Fish Delight Indonesia Business Plan, containing consumer problem mapping, simulated consumer profiles, product specifications, marketing plans, operational processes, investment needs, five-year financial projections, and risk analysis. Data were deductively coded and cross-checked across report sections to assess internal consistency. The findings show that customer segments include middle- to upper-middle-income households, especially working women and young families; distributors, agents, resellers, frozen food retailers; culinary businesses; and prospective Asian and Middle Eastern export buyers. The value proposition emphasizes convenient, hygienic, ready-to-cook frozen fish that is free from fishy or earthy odors, does not easily stick during frying, contains no added MSG or preservatives, and is available in plain and seasoned variants. Revenue is planned from direct sales, wholesale distribution, culinary business supplies, and future exports. However, inconsistency exists between direct household sales and the minimum purchase policy of one box containing five packages. Although costs, activities, and resources are planned in detail, consumer and financial outcomes remain projections. Therefore, the model shows initial coherence but requires market validation, clearer channel policies, operational monitoring, and sustainability measurement before realized business performance can be established.
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